Ericsson at MWC

Client: Ericsson

MWC Barcelona

At MWC26, Ericsson faced a critical challenge: helping an industry under pressure from rising demand, ageing infrastructure, technological disruption and cultural resistance understand how to navigate the transition to AI-powered, intent-driven networks.

Brandfuel was tasked with making that future tangible. The objective was not simply to showcase technology, but to demonstrate how advanced connectivity can unlock new business models, create commercial opportunities and redefine the role of telecommunications in society. Ericsson needed to inspire operators, enterprises, developers and policymakers to embrace change and see a clear path forward.

Our strategy centred on translating complex technological concepts into real-world experiences. By putting people at the centre of the story, we created an environment that enabled visitors to understand the impact of network transformation through familiar, relatable scenarios. Every element was designed to connect societal outcomes with the technology, business models and capabilities required to deliver them.

The experience was built around two complementary environments. The Open Area immersed visitors in a dynamic city district where AI, cloud, 5G and 6G technologies were brought to life through everyday consumer and enterprise experiences. Through retail, entertainment, public services and urban infrastructure, visitors could explore how connectivity is transforming industries and communities.

Alongside this, an exclusive Invite-Only Area provided a focused environment for deeper engagement. Through expert-led discussions, interactive demonstrations and partner collaborations, stakeholders explored topics including network monetisation, AI-powered networks, autonomous operations, mission-critical services and 6G readiness.

A seamless narrative connected both spaces, combining storytelling, experiential design and technical expertise to create a journey that balanced inspiration with practical application. By grounding innovation in human experiences and commercial realities, Brandfuel helped Ericsson demonstrate its vision for the future of connectivity and its role in shaping the next era of the telecommunications industry.