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.

See also

Country House

The Lockhouse,
71 Mead Lane,
Hertford, SG13 7AX

Town House

Albert House,
256-260 Old St,
London, EC1V 9DD


Studio 105, SeeSaw,
86 Princess Street,
Manchester, M1 6NG


Suikersilo-Oost 22,
1165 MS Halfweg,