At MWC Barcelona 2025, network automation company Iquall Networks exhibited with a stand designed, produced and built by Factoría Creativa. This case study walks through the MWC 2025 stand: the brief, the design choices that made a technology company feel warm and approachable, and the build-up at Fira Barcelona Gran Via. If you are planning a future edition, see our Mobile World Congress stand design page for upcoming dates and our approach.
MWC Barcelona 2025 in brief
MWC Barcelona, organised by the GSMA, took place on 3–6 March 2025 at Fira Barcelona Gran Via. It is the world’s most influential event for mobile connectivity and digital transformation, bringing together operators, technology vendors, start-ups and investors to present the latest in 5G, artificial intelligence, IoT, automation and cybersecurity.
With more than 2,400 exhibitors and over 100,000 attendees, MWC is both a showcase and a deal-making event. The next edition is scheduled for 1–4 March 2027. For stand builders, it is also one of the most demanding shows in Europe: large crowds, tight build-up windows and strict venue rules.
The client: Iquall Networks
Iquall Networks is a technology company with more than 15 years of experience, specialising in automation solutions for telecommunications networks. Its goal is to help operators move towards autonomous, self-managed networks, optimising infrastructure and reducing costs through artificial intelligence, machine learning and software-defined networking (SDN).
It works with major operators internationally, providing platforms that reduce technical debt, streamline network migration and improve the end-user experience. MWC was a chance to present its latest solutions and strengthen its network of strategic contacts.
The challenge
MWC halls are full of dark stands, LED walls and blue light. Iquall needed a stand that would reflect its corporate identity, host meetings with operators and partners, and offer an interactive experience, while standing out from neighbours that often compete on screen size.
The MWC 2025 stand: warm and open among the screens
Instead of competing on brightness, we went the other way. Many trade show booth designs at MWC try to win with the biggest LED wall; we chose materials and light that feel human. The design combined technology, innovation and sustainability:
- Open corner layout: two open sides and a light timber floor invited visitors in from both aisles, with areas for meetings, live demos and networking.
- Natural materials: vertical timber slats with hanging greenery and planters created a calm, welcoming atmosphere that contrasted with the surrounding stands.
- Brand identity: Iquall’s colours and graphics on backlit walls and the reception counter, including its message “Accelerating autonomy, brick by brick”.
- A suspended logo ring that made the stand easy to find from anywhere in the hall.
- Efficient lighting: an LED lighting scheme highlighting the key areas, with low-consumption technology throughout.
- A lounge corner with sofa, chairs and a purple rug for longer conversations.
An interactive experience
To keep visitors engaged, the stand integrated technology that brought Iquall’s solutions to life:
- Screens and digital content showing success stories, product demos and explainer videos on network automation.
- Augmented reality to visualise how Iquall’s solutions optimise network management.
- Meeting and networking areas: bar tables and lounge seating for meetings with customers, investors and partners.
The build: design, production and installation
1. Design and planning
We worked with Iquall’s team from the start to understand its vision and goals. Together we defined the layout, materials and the integration of interactive technology, and prepared the drawings required by the venue.
2. Production
Once the design was approved, we produced the components in our Barcelona workshop, using high-quality materials and modular structures that speed up build-up and dismantling.
3. Build-up at Fira Barcelona Gran Via
Our crew installed and supervised the stand at Fira Barcelona, making sure everything was ready before the show opened. We ran technical tests on the digital systems and fine-tuned the last details. Because our workshop is a short drive from Gran Via, we can react quickly to any change during build-up, which matters at a show as busy as MWC.
The outcome
The stand gave Iquall Networks a distinctive presence at MWC 2025 and a comfortable base to:
- Raise visibility and brand recognition among key players in the industry.
- Open new business opportunities with international clients and partners.
- Present its network automation solutions to a highly specialised audience.
- Reinforce its role in the digital transformation of telecoms.
Lessons for MWC exhibitors
- Contrast beats volume. In a hall full of screens, natural materials and warm light can be the most visible choice.
- Design for meetings. Much of MWC’s value is in scheduled meetings; give them comfortable, semi-open space.
- Plan AV and power early. Screens, AR demos and connectivity must be built into the structure and ordered from the venue in time.
- Think about the whole week. MWC attracts visitors from all over the world, and hotels near Gran Via fill up early. Book accommodation for your stand team well in advance and plan staff rotas so the stand is never empty at peak hours.
- Respect the venue’s timings. MWC build-up windows are tight. Ideally brief your stand builder 3–4 months before the show; our planning checklist helps.
We have also built at MWC for Tech Data: see the Tech Data stand. For more technology projects, visit our technology exhibition stands page, and for interactive features read our article on AI at trade show stands.
Frequently asked questions
When was MWC Barcelona 2025?
MWC Barcelona 2025 took place on 3–6 March 2025 at Fira Barcelona Gran Via, organised by the GSMA. The next edition is scheduled for 1–4 March 2027.
What did Factoría Creativa do for Iquall Networks?
We designed, produced and built the stand: concept and layout, production in our Barcelona workshop, build-up at Fira Barcelona Gran Via, AV testing and dismantling.
Can you integrate screens and augmented reality into an MWC stand?
Yes. We build screens, AR demos, lighting and cabling into the stand structure and test everything before opening.
How far in advance should I plan an MWC stand?
Ideally brief your stand builder 3–4 months before the show. For MWC, that means starting in October or November for an early-March opening.
How much does a stand at MWC cost?
It depends on size and complexity. As a guide, a mid-size custom stand is typically €20,000–30,000 and premium stands for major international fairs can exceed €100,000. Floor space is paid separately to the organiser.
Planning your stand for MWC Barcelona?
Our workshop is a short drive from Fira Gran Via and our own crew handles build-up. See our MWC stand design page and stand build-up in Barcelona, or contact us. Phone: +34 933 17 17 71.
