Client
Android
Project
Android Avenue 2025
Sector
Brand Activation, B2B, B2C, Exhibition, AR
Tech islands in the sun
Challenge
Over the years, our Android Avenue outdoor stand at MWC in Barcelona has become a must-see feature of the world’s biggest mobile industry event; it has consistently pushed the boundaries of experiential design and interactive demos.
Our mission in 2025 was to ensure that our 216m-long exhibition space showcased the latest Google AI innovations on the world’s most-used operating system, while unveiling Android’s refreshed branding.
Solution
In 2025, Gemini was at the core of all that Google had on show. It was incorporated in the “Home” zone of the stand, where visitors were shown how to use Gemini Live on tablet and mobile and to watch a fun “whodunnit” demo. In our Kitchen, attendees used a live version of Searchable Home to solve mysteries, including finding out who had stolen a missing cookie from the countertop. They then discovered how “Help Me Create” can set up automations easily.
One of the most popular features of the Avenue was the Gelato stand, which served 2,468 ice creams over four days, averaging a demo time of 6 minutes and 36 seconds. The most popular flavour was cookies and cream, with mango and passionfruit coming in a close second.
As well as our outdoor stand, visited by 45% of the 109,000 attendees to the show (against a 30% target), Android’s public-facing presence was reinforced by our Android Partner Walk. This much-loved opportunity to collect the 2025 pin collection - 35,000 were handed out - drove traffic to 17 partner stands at MWC.
Results
Visitors to Android Avenue:
48727
Pins handed out:
35000
Partner stands:
17
%
Number of demos:
20000
This year, the Avenue’s unique storytelling significantly enhanced attendees' perception of the brand, with 89% viewing Android as innovative, up from 86% last year. During the four-day event, 48,727 people visited the Avenue, with 91% reporting a “good to very good” experience. Seventeen partner booths showcased Android, with 13 hosting product demonstrations. In total, 20,000 demos were conducted at the stand and partner stands.
The Avenue also attracted attention away from the conference hall, with 750 press mentions and 473,599 social media impressions.
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