How can structures can improve the profitability of a trade show?

16/04/2019 | Share



Case study: Mobile World Congress (MWC)

What does the biggest technological event in the world do when it runs out of space? Despite the great magnitude of the facilities of the Fira de Barcelona, ​​the success year after year of the Mobile World Congress (MWC) requires further expansion of the space, so its organizers sat down with Losberger De Boer with a challenge: expand the capacity inside and outside the venue maintaining the high-quality standards of the congress. Losberger De Boer designed fully integrated spaces, with acoustic insulation and air conditioning systems that make a difference.

Expansion of space within an existing pavilion

One more year (it has been seventh edition already), Losberger De Boer has managed to optimize the space of the Mobile World Congress in Hall 4 of Fira de Barcelona. How? This year they have continued along the line of improvement implemented in the previous edition. It seeks to generate a higher return from the space - through the Emperor mezzanine- create exhibition areas and premium meeting rooms in Hall 4 - the main source of revenue for the congress - while locating the auditorium spaces on the second floor. An imperceptible temporary construction: designed with the necessary height to allow the passage of firemen as well as provide a very attractive height for the exhibition space and the best acoustic performance for the most demanding standards. This way, 3,600 m2 of additional space could be generated within Hall 4 for different purposes.

An additional 10,000m2 to increase the efficiency and profitability of the space

A congress center, seven different Delta and Anova auditoriums(with a total capacity of 5,000 people), and cinema seats with integrated USB ports, a 2,100m2 double-floor restaurant, offices, networking areas for 1,500 attendees, bars, rest areas and VIP bathrooms are some of the spaces of this turnkey project that includes creative and technical design, acoustic and thermal insulation systems, interior and floor covering, decoration, signage, designer furniture, stairs and lift with access for people with reduced mobility. In this project, Losberger De Boer maintained a close collaboration with GSMA and Fira de Barcelona so that the result should meet the high demands of quality and safety that this great event requires.

Expansion of space outside: Access Structure and South Village

One of the most important requests of the client was the management of the access and exit of the attendees, which had to be done with total security. For the creation of this space, the Panorama solution was used: an oval structure - integrated with the aesthetics of the Fira building - as an access and accreditation area that allowed to reduce the waiting time to enter, without people waiting on the pavement or affecting traffic. And the target of a peak influx of 10.000hrs per hour was achieved without queues. This outer zone has also functioned as a double perimeter of additional security to protect the congress. A measure that is becoming popular worldwide since the attacks in London and Barcelona.

An important point is this space was the correct air conditioning. How to keep warm a space with 8 doors constantly open? A heating system was installed on the floor and was distributed and reused by pushing the hot air through destratification installed in the ceiling.

As all the venue pavilions were full and some companies needed more space, the South Village area was built outside, a new project with personalized hospitality spaces possibilities for future growth. They are spaces of hospitality for clients that can include acoustically insulated meeting rooms. A solution for those who want a more relaxed area, away from the hassle and bustle of the fair. The hospitality Chalet Vista designed by Losberger De Boer are built with horizontal glass panels on the front and insulated wall panels on the sides, while the terraces and the outdoor furniture is made of teak and the panels of high-end PVC. Some are completely insulated acoustically, and others are more standard according to the customer's requests.
The objective was for the outside area to be a public space which the attendees could enjoy and for this an animation area with a stage and a beer garden was set up, to give that moment of relax outside the venue.

A logistical challenge

It was a major project, which required five weeks of setup and two of dismantle. A complex process from a logistics point of view, because the structures come from different parts of the world, so you must coordinate in detail the inbound and outbound stream of materials by train, truck or maritime transport.
More than 100 professionals were involved. A complex coordination of work to assemble the structures and interiors, which is always supervised by the (international) Losberger De Boer staff. Designers, engineers, crews from different parts of the world all involved in the production of the event under the strictest health and safety coordination.

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