Since 2015, mccglc has acted as a strategic extension of the MediaTek team, following their shift from semiconductor manufacturer to AI leader. For MWC 2026, the brief was clear: make the complex technology behind AI and “Edge to Cloud” feel tangible. Across an 872sqm booth in Hall 3 at Mobile World Congress in Barcelona, we needed to connect infrastructure most people never see to the everyday lives of billions of users, positioning MediaTek not as a component provider but as an architect of the AI future.
Approach
To make the tech feel tangible, we developed personas that carried through pre-show communications and onto the booth, using teaser videos and use cases that showed MediaTek technology through the eyes of real consumers. On the floor, six product zones housed 25 individual demos. A bespoke V-shaped LED banner anchored the build, maximising aisle visibility, drawing professionals in, and guiding them from the demo area into the business suite while making the booth feel larger than its footprint. The LED surface carried brand and product messaging throughout, with integrated data capture tracking engagement across the space.
Outcome
The space generated over 600,000 impressions and drew 17,000+ visitors. But the real story was how the booth functioned. The V-shaped structure created natural movement through the space, pulling visitors deeper into demos and giving business conversations room to land. The commercial value came from the quality of interaction the design made possible, not footfall alone.
