[Reddot Design Award] MWC 2025 Samsung Networks
MWC (Mobile World Congress), held in Barcelona and organized by the GSMA, is the world’s largest exhibition for mobile and communication technologies. It serves as a central stage for the ICT industry, where global companies unveil new products and share their visions for the future.
At MWC 2025, Samsung Networks unveiled its vision for the future of connectivity — a world where AI seamlessly operates and optimizes across the entire network. The exhibit demonstrated how AI-driven, efficient, and adaptive network structures can be realized. This vision was brought to life through spatial design, translating abstract concepts into tangible and visual experiences.
AI-friendly Network
The Samsung Networks booth is designed based on a functional structure that actively guides both the flow of content and visitor movement. A horizontal LED display wraps around the exterior, with light and lines converging naturally toward the entrance at the corner of the façade. Visitors are intuitively drawn to this entry point—where the visuals are most prominent—without the need for explicit guidance. This focal area encourages dwell time and maximizes message delivery. Beyond simple spatial arrangement, the design intuitively communicates the flow and connectivity of the network through visual cues and movement paths.
Expressing Network Intelligence through Light and Motion
Lines sequentially connect along the LED paths, while various data blocks align toward the edges of the façade.
Through a process of segmentation, expansion, and refinement, these elements come together to form a single organic structure. In the final sequence, an AI cube emerges at the center—symbolizing the advanced state of the network. The entire visual flow represents the journey of data: its movement, standardization, integration, and the formation of an intelligent network. This video, orchestrated through flowing lines, shifting planes, and reactive lighting, visually narrates the transformation from fragmented data into an intelligent network. It effectively conveys Samsung Networks’ vision of a fast, flexible, and AI-optimized future of human-centered connectivity.
Extending Connectivity from Façade to Interior
The exhibition space and first-floor open lounge also visually extend the flow and connectivity of the network, just like the exterior façade. Horizontally aligned linear lighting naturally draws the light and line flow from the outer façade into the interior, forming a soft and organic sense of connection through indirect and gradient lighting. Even while staying in this space, visitors can visually experience the uninterrupted flow of the network.