PwC: One space. Many conversations
An adaptable environment built to deliver thought leadership, connection, and clarity across Europe’s biggest tech events.
The challenge: standing out, everywhere
PwC aimed to make a significant impact across multiple high-profile tech events starting with Mobile World Congress 2025 in Barcelona, followed by AI Summit in Amsterdam, Gartner IT Xpo and Workday Rising EMEA in Barcelona. Each environment was crowded, fast-paced, and full of competing messages. The brief was ambitious: create a space that could capture attention, foster meaningful conversations, and adapt seamlessly to different formats and audiences
The idea: one space, endlessly adaptable
At MWC 2025, PwC took the stage as a central voice on AI innovation in telecoms and industry. The stand was designed to immerse visitors in thought leadership content, blending dynamic visuals, live sessions, and panels that showcased real-world AI applications and next-generation technology. The space also hosted the FQ Equality Lounge, a forum for leaders to explore equity, inclusion, and innovation at the intersection of tech and leadership.
This immersive approach became the blueprint for a fully adaptable touring environment - one that could host interactive sessions, relaxed lounges, and offsite activations while maintaining PwC’s distinctive identity.
The experience: from show floor to offsite
At the AI Summit in Amsterdam, the adaptable space set the stage for PwC to showcase expertise in AI, cloud, and emerging technology, engaging attendees in meaningful conversation.
Later, at Gartner IT Xpo in Barcelona, the environment evolved into an Engagement Zone with AI assessments and a Meeting Lounge for deeper discussions with tech leaders.
At Workday Rising EMEA, the PwC Lounge prioritized comfort and collaboration for solution demos, keynote viewing, and strategic conversations. Beyond the show floors, two offsite restaurant takeovers in Barcelona extended PwC’s presence, providing intimate spaces for focused, high-value discussions.
Throughout each event, the immersive principles from MWC - dynamic visuals, presenter-centric design, and livestream-ready layouts guided every decision, creating a cohesive yet flexible experience.
The impact: meaningful conversations, amplified
Over four major events and two offsites, PwC’s touring environment proved that one space could do more than host - it could connect, engage, and inspire. The immersive design captured attention in busy, high-energy environments, supported live global broadcasts, and created spaces where ideas could flourish.
By combining flexible layouts with dynamic content, PwC fostered deeper conversations, amplified thought leadership, and maximized the value of a single adaptable space across multiple events.
The result was a touring environment that evolved from a standout presence at MWC 2025 into a versatile, multi-event experience proving that thoughtful design can turn any space into a platform for connection, collaboration, and impact.
