Intel’s exhibition stand at the Mobile World Congress 2016 in Barcelona would need to stand out, to inspire new brand advocates and drive growth while the PC market continues to slide. Aiming to become more visible, more tangible and more experiential, the challenge to their partner agency was to activate Intel’s ‘Experience What’s Inside’ message. The design approach was to entice the audience inside, fascinate and inspire them once there. They leveraged the intelligent lighting of an extraordinary canopy display to pull visitors towards focal destinations, where every effort would be made to encourage dwell time. Intel’s stand became a must-see destination at the exhibition thanks to its brave open-sided architectural form, and the stand generated remarkable media traffic, vastly exceeding the results from all previous years through all measured channels. The stand was so successful that assets have been retained for re-use at other events and the concept is now a signature Intel style.