Transforming a fixed space into a seamless experience for AWS.
“Working with JPC on our MWC creative content was absolutely incredible!“
Andrea C. Vasquez, Global Event Manager, AWS, MWC 2026
The challenge
MWC Barcelona sets the pace for the global technology industry. For the brands that show up, the pressure to push boundaries is relentless. For AWS, the challenge was sharper than most. Unlike competitors with the freedom to build entirely new stands, AWS operated within a fixed footprint embedded into the venue itself. The space couldn’t change so the experience had to.
The space needed to feel genuinely fresh and compelling to visitors who’d been there before, while working harder to pull footfall away from the main show floor and up into the AWS suite. And once people arrived, the internal journey needed to be clearer, more structured, and better at communicating the full breadth of AWS capabilities.
Delivering a seamless experience for AWS
- 50+ digital assets around demos and ambient spaces
- 300+ large format environmental graphics
- Immersive, floor-to-ceiling 3D printed environments
- Dynamic content for a central LED wall: hero overview and wayfinding anchor
- Interactive digital twin city sales tool with deep-dive hotspots
- Cohesive journey from reception through to meeting spaces
The solution
Same walls. Completely reimagined inside. Working within the same physical footprint, JPC worked with the production company, Identity Global to reconfigure the internal layout to create a fundamentally different experience.
Out went the dense clusters of smaller demos. In came fewer, higher-impact hero showcases giving visitors room to breathe and space to engage, all tied together with floor to ceiling 3D printed environments to deliver a more immersive experience.
Each zone was built around a core AWS pillar: network transformation, IT modernization and migration, customer experience, growth initiatives and breakthrough innovation. All held together via a central LED screen which functioned as a visual anchor, a dynamic wayfinding system, and a stage for hero AWS content, threading each zone into a single coherent journey.
In the Atrium, a custom 3D-printed city delivered a genuine ‘wow-factor’ – overlaid with an interactive digital twin platform including hotspots for deep dive learning and dynamic 3D fly throughs. Every other space got the same level of attention – from reception through to every meeting room and the transitions between all spaces.
The result was an environment with a clear through-line – easy to navigate and understand, and built to leave an impression. In total, JPC produced more than 50 pieces of digital content and over 300 environmental graphics, ensuring the experience held together from entry to exit.
The outcome
The redesigned space didn’t just look different, it performed differently. Navigation became intuitive. Dwell time increased. And instead of a wall of demos competing for attention, the hero showcase created conditions for real conversation – deeper, more meaningful interactions that volume alone can’t deliver.
“Working with JPC on our MWC creative content was absolutely incredible! They delivered everything we needed with lightning speed and showed remarkable agility in pivoting whenever changes came up. What really stood out was their warm, friendly approach combined with their willingness to push back when we strayed from brand guidelines, which kept our work on point. I highly recommend partnering with them for any marketing event or highlight moment!”
Andrea C. Vasquez, 3P Global Event Manager, AWS
What made it work
The instinct at a show like MWC is always to do more – more demos, more content, more noise. Doing less, better, helped to ensure the greatest traction for AWS. Three hundred carefully crafted assets, a wayfinding-led content strategy, and a decision to prioritise depth over volume together turned a constrained brief into a coherent, impactful brand experience.
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