YOTA DEVICES PAVILION, MOBILE WORLD CONGRESS, 2014
/

Type of projecte: Booth/Exhibition
Project: Yota Devices Pavilion
Location: Barcelona, Spain
Status: 1st prize competition, Built
Opening: 24/02/2014
Closing: 27/02/2014
Client: Yota Devices, Moscow
Built up area: 120 m2
Project: External Reference: Carmelo Zappulla,
Nacho Toribio, Collaborators: Carlos Bausa, Luca Brucculeri
Led programming, installation: Mid
Production: Craft Art Labor, Medio Design, Fab Lab
Music: Stefano Vendramin
Uniforms: Chu Uroz
Photo & Video: Adrià Goula Photo

Once again, one year after realizing the first Yota Pavillion in 2013, External Reference Architects have been able to successfully produce an immersive experience to the visitors.
This year’s industry-defining event, Mobile World Congress, was once again hosted in
the Mobile World Capital Barcelona, at two world-class venues, Fira Gran Via and Fira
Montjuic. More than 85.000 attendees from over 200 countries were treated to a wealth of
learning and networking opportunities, product showcases and announcements, inspiration and innovation.
Also this year the main purpose of the booth is inducing a deep sensory experience through light, music and projections.
Above, a topographic ceiling generates an attractive, evocative call, punctuated by the
deep music rhythm. Below, an eroded landscape dialogues with the ceiling.

This techno landscape has two different natures:

1. Inside it is made of a series of ribbons and it is smooth, clear and sensual. It embodies all the needs of the Pavilion through simples ribbons deformations: size increasing for encapsulating the devices or size reduction for integrating the projection areas. Moreover this landscape cover the functional areas such as: technical rooms and two meeting rooms.
2. Outside it is the result of the erosion. A dark dotted surface whose pattern allows to
perceive the mesmerizing light effects of the inside.

All in all, the whole project should be thought of as a welcoming plaza where the visitors
can appreciate a sensorial experience and discover the new products showcased by
Yota Devices.