Orange
Organic Network
Reflecting a brand built on human connection, the Organic Network bypasses technical jargon to forge a direct, playful, and tangible bond between people and the Orange network.
Challenge
Simplifying Network Power Through Human Connection
At Mobile World Congress, an event saturated with tech-centric screens and buzz words, Orange needed to demonstrate its complex network power in a simple, human way that reflected its brand's focus on human connection.
Approach
An extraordinary way to connect
A large-scale interactive experience with two interactive arches representing "Disruptions" and "Connections" which visitors could touch to disrupt or scale the actual orange network, visualized in a soft, mesmerizing organic form.
Thinking with our hands
At Dentsu Lab, our philosophy is to learn by building. This rapid prototyping approach was key to finding the right expression for the Orange network. By creating a multitude of interactive simulations, we discovered the perfect balance of brand, scale, and simplicity, ensuring the final experience is approachable and instantly understood by visitors.
Solution
Invisible technology becomes tangible
Fueled by Orange's historical network data, the "Organic Networks" dual-arch installation demonstrates two key capabilities. Visitor attempts to disrupt the network are instantly healed, showcasing the GenGraph RCA solution for fast troubleshooting. Meanwhile, other movements create new network links, highlighting how 5G Core NaaS and GenAI slicing empower smaller operators.
