VIETTEL EXHIBITION AT MWC BARCELONA 2019

MWC Barcelona, the world's largest exhibition for mobile technology and telecommunications, brings together leading global companies to showcase the latest innovations and shape the future of connectivity. Within such a highly competitive international environment, Dream Studio's challenge extended beyond creating a visually striking exhibition booth. The objective was to present a distinctly Vietnamese identity that could stand out among thousands of technology brands from around the world.

The 2019 edition marked the second collaboration between Dream Studio, IMC Brothers, and Viettel at MWC Barcelona. For this project, Dream Studio adopted bamboo - an internationally recognized iconic symbol of Vietnam - as the defining design language for the entire exhibition space. Applied in the design of renowned architectural works, bamboo embodies values deeply associated with Viettel's development: unity, resilience, adaptability, strength, and the continuous succession of generations.

Rather than recreating bamboo using conventional materials, the installation was constructed from highly polished chrome surfaces, creating a contemporary interpretation of this traditional symbol. The reflective material continuously transformed as visitors moved through the space, with the mirrored bamboo structures reflecting one another, the visitors themselves, and the surrounding environment. The result was an immersive visual experience that expressed the concept of an interconnected world - a direct visual interpretation of MWC 2019's theme, “Intelligent Connectivity”.

This project also reflected a creative philosophy that has become a defining characteristic of Dream Studio's work since 2014: modern traditional. By expressing Vietnamese cultural symbols through contemporary design language, the studio transforms heritage into part of a technological experience while allowing technology to present cultural identity from an entirely new perspective. 

Across its collaborations with Viettel at international exhibitions, Dream Studio has consistently viewed every exhibition booth as more than a platform for presenting products or services. Each space is an opportunity to tell a story about Vietnam within a global context. At MWC Barcelona 2019, the image of Vietnamese bamboo standing prominently at the world's leading technology exhibition became a powerful statement of national identity, confidence, and Vietnam's ambition to engage with the international technology community.