Problem
PwC needed a 3,200 sq ft space built from the ground up on a compressed timeline — one that felt practical, engaging, and unmistakably PwC, while backing up its role as the official MWC AI+ theme sponsor.

Solution
As Art Director, I led the complete reimagining of the space, anchored by one distinctive choice: using AI-generated art as the visual backbone of the entire experience. Every piece of creative, from promotional materials to the booth itself, was produced using generative AI — a decision that didn't just reflect the event's theme, it embodied it.

Outcome
A clean, contemporary space that sparked conversation before attendees even walked through the door, fostered collaboration and knowledge exchange inside, and reinforced PwC's leadership in AI-driven innovation on a global stage.