An influential example of brand activation, Android Avenue at MWC considers sustainability and creative intent in equal measure.

Android Avenue 2025 consisted of four key zones: Gemini, Info Kiosk, Better Together and Gelato Bar, each structure sustainably re-purposed from previous years. First brought out of storage, they are stripped down, re-modelled, and a new scenic finish applied. The refresh is a fascinating transformation.

The Gemini structure was fully enclosed; the previous panels of open timber slats replaced with solid wall sections, except for the middle section, backfilled with translucent polycarbonate. The floorplan was modified and new scenic applications installed to replicate home-like environments where interactive demos of Google and Android products promoted their use in everyday situations.

Better Together was adapted from a solid structure, a section of wall removed and replaced with a large window that gave visitors a glimpse of the technology and devices on display within.

The Gelato Bar, formerly a Smoothie Bar in 2023, was this year re-configured into three open sides with timber dividers and metal arches that created booth-like spaces. Previously enclosed storage was refashioned into open wall shelving to hold the hundreds & thousands of gelato toppings.

With a tight build programme for this project, structural modifications and large-scale scenic applications are produced and test built here at Stage One, reviewed by the client prior to being carefully wrapped and loaded for transportation. The time on site is allocated to installation and finishing, the volume of tasks divided into day and night shifts.