VIETTEL EXHIBITION | BARCELONA 2016

In 2016, Dream Studio continued to accompany Brother IMC and Viettel Group at Mobile World Congress (MWC) in Barcelona, one of the world's largest technology and telecommunications exhibitions. Amidst hundreds of global brands competing to attract attention, the challenge posed was not only to design an exhibition booth but how to make Viettel recognized with a distinct identity in the international space.

Instead of choosing a purely tech-driven design language, Dream Studio and Brother IMC created a difference by placing the Dong Son Bronze Drum as the central image of the entire exhibition space. Beyond being a familiar symbol of Vietnamese culture, the drum represents historical depth, pioneering spirit, and creative aspiration. The combination of traditional materials and contemporary design language created an appearance that was both distinct and suitable for Viettel's development orientation in the global market.

The project also marked an important experimental step for Dream Studio in bringing national cultural symbols into modern exhibition space design. From here, the “Modern Traditional” mindset was gradually formed as a guiding approach in many subsequent creative projects, where traditional identity was not recreated in a nostalgic way but transformed into the design language of the era.

For Dream Studio, Viettel's exhibition booth at Barcelona 2016 was also a testament to the ability to combine brand thinking, contemporary design, and cultural values. This was also an affirmation of the philosophy that Dream Studio always pursues: Shaping the brand appearance through distinctly creative solutions, contributing to bringing Vietnamese quintessence to new global standards in the cultural industry era.