26 July 2019

Xside 2020: Creativity, Technology & Business

26 July 2019


As we all know, Barcelona is a city with a leading exhibition industry. Throughout the year we have a calendar full of trade-fairs, congresses and events all over the city. When summer comes, the festivals appear and among them Primavera Sound and Sónar are the ones that stand out the most. Sónar festival on its last edition has been more global, intercultural and feminine than ever. As exhibition stand builders we were surprised by the last news this week talking about John Hoffman, CEO of the Mobile World Congress (MWC), who attended the festival in his Day, Night and Sonar + D versions, decided to present an innovative alliance between the Mobile World Congress and the festival: it will be called Xside and will start in 2020.

Keep reading to know more…


This year’s edition of Sónar festival has brought together 105,000 attendees from more than 120 countries. This edition has shown more than 80 premieres and unique experiences among 140 performances and more than 300 artists. This time, despite it was celebrated later than usual, it has been a resounding success in programming and innovation. As professional exhibition stand builders focused in technology and creativity we will be very aware of the next edition in 2020, which returns to its usual dates being held on June 18, 19 and 20, in Barcelona. Keep in mind that Sónar is not just a music festival; With Sónar + D, new channels for debate and innovation on creativity and technology are alive.

Sónar+D = Creativity, Technology & Business

As experts in exhibition stand design of innovative and creative stands, we believe that the existence of an international congress that explores how creativity modifies our present and imagines new futures is essential, in collaboration with researchers, innovators and leaders of the business world participating in a carefully selected program , focused on inspiration and networking.

As professionals of exhibition stands we believe that creativity is one of the most important driving forces of the 21st century and we try to apply this principle every day in exhibition stand design and build. We give so much importance to technological innovation, the social changes that are constantly occurring and the way of doing business that has been transformed by the ability of the creators to project and inspire new realities.

Sónar+ D is an international congress that explorse how the most creative minds of the moment can change our present and imagine new futures, and as exhibition stand builders we couldn’t miss it. For thousands of professionals around the world, Sónar + D is a unique, open and relaxed environment where you can discover ground-breaking projects and find business opportunities, network or showcase your ideas and initiatives. Exhibition stand builders, it seems to us an essential appointment in the trade-show and events calendar to keep up with everything that is happening in the technological and innovation field. They are 4 intense days full of conferences, demos and workshops, live performances, tech shows and exhibitions, immersive experiences, meetings and meetings between communities, among many other things. t.

It is not surprising that John Hoffman has been amazed with all this activity and decided to create a new festival for next year.

Xside: a new event in Barcelona

For the moment, in Barcelona there were two mail venues for the innovation sector and entrepreneurs in the 4YFN (four years from now) which was in Montjuïc, on the one hand, and telecommunications and B2B (business to business) in the Gran Via campus, which we frequent annually as exhibition stand builders in Barcelona. The direction of the Mobile World Congress seeks to give them the opportunity of arranging a meeting between this sector and giving entertainment to more than 100,000 participants.

It is interesting introducing the concept of leisure not understood as an after work moment, but as a process of interaction with work, both together.

Now a days, the line between work and leisure is thinner than ever. As exhibition stand builders, we find that in this kind of networking events it is essential to connect people, but we also believe that the best way to connect is through entertainment. If we put all these elements together, a new opportunity is created to explore design, creativity, innovation, entretainment and at the same time will help visitors to establish contacts more than any other way.

The presentation of the XSide had a shocking moment when John Hoffman said that it was necessary to “modernize the MWC because it is full of men in suits that will be dead in a few years”, something that as exhibition stand builders and professionals in Barcelona, ​​we understand as necessary in order to innovate in the structures of the most classic organizations in the city and renew them. That is precisely what the Xside pretends, creating another framework to attract new types of public and operators, making Barcelona even more innovative. In addition to that joke, Hoffman spoke of the need to feminize the Mobile and the technology industry in general, an affirmation that we support as professional stand builders who know the sector very well.

John Hoffman said that it was necessary to “modernize the MWC because it is full of men in suits that will be dead in a few years”

In conclusion, we believe that the creation of this new event in Barcelona will be so positive for the city, not only on the exhibition stand builders sector, but in many other. We can’t wait to see what it will become and we would be pleased to participate in as exhibition stand builders in order to live up to the great expectations Xside has drawn!

Mac Group Stands & Exhibitions
París, 209  Principal 2ª – 08008 Barcelona (SPAIN)
T.: +34 934 194 879

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