Optimizing and tuning was the focus of the 2015 MWC presence. Our working partnership and third engagement with 2LK had plans underway since the opening day of MWC2014 for how things could be better next time. The stand layout changed to allow for more meeting rooms, the Fox Den demo space was increased to accommodate more attendees, the Firefox OS mascot was refreshed with more dimensional forms, and the coffee bar and reception locations were swapped to ease the traffic flow through the stand.
Returning to MWC in Barcelona for the 3rd year, Mozilla moved from hall 8 into hall 3, where the most notable players in the mobile industry have taken residency. Working with 2LK for the second year with new space situated between Ford and Intel we knew it was imperative to make the 400 square meter stand visually stunning through creative use of the Firefox OS branding elements. On stand meeting rooms, hands-on workshops, partner and product demos, reception and the famous coffee bar all worked together to make the attendee experience uniquely Mozilla.
In 2014 and 2015 I partnered with Juxtopoz Magazine to commission artists from a total of 10 Firefox OS launch countries to produce a design concepts. These were inspired by Mozilla’s story and mission and reflected the theme of being "unleashed." The artwork was an abstract/artistic visual representation of Firefox OS and its connection to the local markets.
The creative explorations reflected Firefox OS’s impact and relationship with users – weaving in elements that spoke to the identity of the Communities and Geographies it serves. The artwork was bold, inspiring, evocative, and engaging.
Traditionally the hall 3 walk way has been filled with banners that only contained single branded words representing the largest players in the mobile space. In 2014 and 2015 I created a gallery of global artist that demonstrated their interpretations of a connected world. It was wonderful to see conference attendees stopping to take photos and engage with artwork and the space rather than merely passing through.