Android Avenue, our award-winning pop-up street, showcased how Android drives innovation in mobile. By creating four zones of interconnected, device-led, interactive installations, we demonstrated to visitors how Android works in the real world, whether at work, home or on the move.
Our avenue had everything from an immersive art gallery and boutique stores to a well-being pavilion and arcade. The stand, which was the length of two football pitches allowed many of MWC’s 100,000 visitors to escape the relentless noise and chaos, while interacting with what Android has to offer. The experience was informative and insightful, easy to digest, playful and intelligent.
How do you build a brand activation in just a day and a half, that’s the length of two football pitches and weatherproof, so that up to 100,000 people can visit, all designed to be removed in just six hours? Welcome to The Android Avenue at the Mobile World Congress.
In Android Avenue, visitors were encouraged to wander and explore, to get creative and go shopping, to grab a bite to eat and take a welcome respite. And, as they did so, to discover the power of Android or Google products along the way.
Our avenue consisted of four quarters – Creative, Residential, Cultural and Uptown – with 13 interactive and immersive experiences. These provided takes on familiar locations (a coffee shop, a mobile-guided art gallery filled with augmented reality and virtual art experiences, a boutique, an hotel) and transported guests to specific situations in which an Android/Google product could benefit them.
For example, they were able to use Google’s Lens app to identify the brand of a dress in a shop window, or Google’s Translate through camera function to decipher a menu. We wanted to create a seamless immersive guest journey and reinforce the day-to-day value of Google and Android products.