Telecom Infra Project: Summit

Smyle offer both scale and size when it comes to managing large complex events.

The Challenge

To design and deliver all the experience, content and broadcast elements of the TIP Global Summit 2019.

Our Approach

The Telecom Infra Project (TIP) is an industry-wide collaboration for building and deploying global telecom network infrastructure, with the goal of enabling global access for all. Its 2019 conference and exhibition was handled almost in its entirety by a 180 strong on-site team from Smyle. Held in mid-November at the famous RAI Amsterdam Convention Centre this was our second time managing the two-day event, having done so successfully in 2018 in London.

Our approach was to create the format, experience, agenda and environment to help make the Global Summit a success. This included everything from the initial creative ideas and event identity, to programme management, to full design and build – even organising delegate socials in downtown Amsterdam. We created an impressive keynote space, a large exhibition, a spotlight theatre to host 200 people, as well as numerous breakout areas, meeting room management, a bar and lounge. We worked with the organisers on content development and managed the conference speakers. Print and design was also our responsibility, as well as all the creative for event photography and content capture and streaming – including the ability to edit footage on site for socials. Finally, our sales team encouraged members to take their own exhibition space, offering bronze, silver and gold packages.

The Outcome

In just three days we transformed the RAI Amsterdam Convention Centre into a world class conference and exhibition space. The event welcomed over 1,000 visitors and such was the success that Smyle is in discussions to promote TIP at the Mobile World Congress in 2022, as well as deliver the TIP Global Summit in 2022. Our sales team helped exhibition revenues jump by 50% over the previous event, and using our modular approach, we managed the build of 53 exhibitors’ stands.

Samsung: Forum

Samsung puts innovation at the heart of its brand event.

The Challenge

Samsung are restless pioneers, always seeking to break new ground and go beyond expectations. Since 2016, Smyle has helped produce their EU Forum, a unique B2B brand event aimed at connecting customers face-to-face, sharing a vision for the future and showcasing the incredible product innovations that Samsung adds to its offering every year.

In 2020, Samsung selected a new venue in Malta, the Mediterranean Conference Centre, and tasked Smyle with activating the brand in new and inspiring ways – across four global audiences for four different events. We were asked to create and produce fully integrated experiences that showcased Samsung’s wide range of smart technology and appliances.

The Approach

Samsung aimed to make this EU Forum more innovative than ever before. We needed to push creative boundaries in order to showcase as many products as possible ‘in real life’, and with multiple touchpoints, whilst being mindful of unique market requirements for each audience segment. In addition, with a pre-chosen historical venue of limited proportions, we needed to propose an audience flow to give delegates the best possible experience.

Smyle integrated digital content and Samsung products throughout the event. We designed an immersive lounge with multiple touchpoints to display Samsung’s products ‘in real life’. For example, guests could eat freshly baked goods from the live kitchen, cooked in Samsung built-in ovens, or order mocktails from the bar on S10 phones, whilst an AirDresser dry-cleaned their jackets in the cloakroom. They could also control multiple appliances using integrated “Smart Things” functionality.

The Result

Samsung and Smyle worked closely together to deliver a new type of event with far more product integration than ever before. As a result, we were delighted to creatively connect people with Samsung’s product innovations in a memorable and exciting way.

Winners of Best Use of Technology at EVCOM Live Awards 2020

Winners of Best Use of Technology at C&IT Awards 2020

Winners of Technology and Telecoms Event of the Year at C&IT Awards 2020

Salesforce return to live at MWC

With up to 60,000 visitors, Mobile World Congress 2022 was the perfect venue to bring Salesforce back to real-life experiences in style. What better way to celebrate being in Spain than to create a peaceful garden oasis amid the liveliness of the show? The perfect combo of businesslike and calming, and with all our characteristic sustainability and health & safety built-in.

The Challenge

Mobile World Congress 2022 in Barcelona was Salesforce’s comeback to in-real-life tradeshows following the pandemic. We were set the task of delivering an outdoor space reflective of the brand, a mixture of business and pleasure that helped to tell the Salesforce story.

The Approach

With almost 900m2 of space of unremarkable outdoor exhibition space to play with, we dreamed up a garden oasis that demonstrated a clean brand image, true to Salesforce’s vision, through décor, ambience and layout. Central to this was a wide board walk that took guests on a journey throughout the space, where they could partake in 7 demo areas including Salesforce’s Customer 360 offering. The focal point of the garden was the Customer Success Theater, where Salesforce ran a jam-packed agenda of both physical and virtual presentations with the help of Smyle’s Galleries/teams back in the UK. Alongside these elements, Smyle also created a number of semi private/informal meeting areas throughout the garden, for guests of Salesforce to meet in/enjoy Barcelona’s sun. As weather can be unpredictable in Barcelona in February, we created beautiful roofing details for the majority of the structures, so that we were prepared for every weather eventuality. 

A build and support team of up to 30 Smyle staff ensured the event passed as calmly as the garden vibe intended, including running the tech for the Customer Success Theater and demo stations, assisting Salesforce with the management of both reception areas and the four executive meeting rooms (EMR’s). On top of this Smyle’s guest experience team helped manage Salesforce’s rooming block for MWC22, all catering elements for the EMR’s, as well as Covid-19 arrangements (including an onsite PCR nurse). 

In line with Salesforce and Smyle’s joint desire for sustainability, all primary structures are now in storage for reuse in 2023 and beyond.

The Result

We delivered a physical space that provided a diverse customer experience journey, reinvigorating Salesforce’s traditional strong brand reputation at MWC. Through the varied elements integrated to the garden, Salesforce was able to host an array of meetings and presentations, physical and virtual, throughout the convention’s duration. There was very positive feedback from our wonderful client – calling the execution of the space ‘flawless’, the group consensus that it was their strongest representation at MWC for years. 

The event welcomed almost 60 000 people – the biggest post-COVID event for Smyle so far.

Arm shares the future of technology in a city takeover

For the sixth year, we created an impactful annual brand event for Arm’s Partner Meeting in the heart of Cambridge. We produced digital elements to deliver an interactive, large-scale programme across multiple venues in the city, all tied to the message: The Future is Built on Arm.

The Challenge

To support Arm in imagining and delivering the first in-person annual partner meeting since covid. Bringing their partners back together to connect, inspire and create opportunity.

The Approach

Smyle created an impactful edition of this annual brand event for Arm’s Partner Meeting in the heart of Cambridge, UK, where the software manufacturer was founded. Building on a six-year-long relationship, Smyle once again working with the Arm team to continue to push the boundaries of their traditional event structure. We created strong digital elements to deliver an interactive, large-scale programme across multiple venues in the city, tied to the message: The Future is Built on Arm.

The experience was designed to give customers a first look at Arm’s newest technology, to network with peers and to connect with industry leaders. The programme included keynote presentations, technical sessions, partner meetings, a showcase and demo area and socials.

Smyle produced an impressive plenary space for Arm to deliver incredible content and engaging presentations to over 800 people. Smyle also supported Arm across content development with a dedicated strategy and content management team.

‘The Hub’, a unique experiential showcase environment in the heart of the Clare College university campus, hosted numerous technology demo zones showcasing Arm innovations in AI, IoT, Cloud and Automotive, lounge spaces and catering areas. For the ‘after-work’ entertainment, there were two brilliant evening socials to bring everyone together.

The Result

For the sixth time, Smyle put together a hugely successful event, jam-packed with variety to inspire senior-level guests, receiving incredibly positive feedback from the audience. Knowledge was shared, product interest was sparked, and relationships were strengthened. We built experiential spaces across multiple sites in Cambridge with minimal environmental impact, establishing even greater trust with our client and their critical audiences.