MWC Barcelona isn’t just a tech event — it’s where the future of mobile unfolds. With over 2.5 million square feet dedicated to innovation, 2,900 exhibitors and 109,000 visitors, it’s the go-to stage for anyone curious about what’s next in the world of technology.
This year, e& made a bold statement as the official Digital DNA Theme Sponsor, leading the charge with forward-thinking, digital-first experiences. And we were right there with them.
Our team at B·U·T helped materialise their vision through immersive, interactive content that drew thousands of people in. From lifelike AI avatars to jaw-dropping 3D visuals, we created a space where technology met art, and imagination took centre stage.
Scroll down and explore how we made it all happen — and why this MWC was one to remember.
The stand: an experience beyond technology
e&’s 600m² stand wasn’t just a booth — it was a world on its own. Wrapped in vibrant LED screens and anchored by a fully immersive AI zone, the space was designed not just to showcase innovation, but also to transport visitors to a futuristic vision of Dubai.
Across multiple environments, our 3D artists crafted surreal, dreamlike worlds that blurred the line between reality and imagination. One example: a futuristic Dubai skyline, floating high above the clouds — more than a backdrop, it was an experience in itself.
AI powered experiences: personal, fast, and fun
AI Avatar & AI Outfit: one-of-a-kind, instantly
We gave two of our signature apps a fresh upgrade for MWC. They're now faster, smoother, and more tailored than ever. In just seconds, visitors could see themselves reimagined: a hyper-personalized avatar or a fully customized digital outfit, crafted by AI. It was quick, seamless, and designed to make every interaction feel uniquely yours.
AI Art: from sketch to hologram
One of the biggest crowd-pleasers? The AI Art experience. Guests could draw a simple sketch on a tablet, and within moments, watch it transform into a living 3D animation. Displayed inside a Holobox, their artwork appeared as a floating hologram — turning creativity into something you could actually walk around and admire. A true blend of imagination and tech.
AI Postcard: your digital memory
New this year, the AI Postcard gave visitors a personal souvenir of their journey. After engaging with the avatar, outfit, and art experiences, they could generate a unique postcard featuring an AI-generated Dubai skyline. Printed or digital, it was more than a keepsake — it was a memory, shaped by their unique interaction with the future.
The future is just getting started
MWC Barcelona was a whirlwind of ideas, energy, and innovation — and we are proud to have played a part in bringing e&’s vision to life in such a bold, personal way.
From AI powered avatars and custom outfits to immersive 3D worlds, our apps offered new ways for visitors to connect with technology. Every interaction was faster, more intuitive, and more tailored than ever — showing just how powerful AI can be when it’s designed to inspire.
We’re already thinking about what’s next — and we are energised to keep exploring, creating, and pushing the boundaries of what’s possible. Stay tuned!
