Mobile World Capital Barcelona presents Barcelona’s first “mobile route”

February 22, 2014

Mobile World Capital Barcelona today presented Mobile City Tour, a mobile route in Barcelona that connects the city’s most important tourist, cultural, and commercial points where you can enjoy a mobile experience.

From today, 22 February, until 1 March, coinciding with Mobility Week, representative spaces in Barcelona such as Casa Batlló and MACBA will incorporate mobile solutions into their activities, creating new experiences for visitors. With this initiative, Mobile World Capital Barcelona is offering citizens the chance to experience the potential of mobile transformation first-hand.

Mobile City Tour is part of the activities of Mobile Ready, a project of Mobile World Capital Barcelona that aims to enhance the value of existing mobile assets in the city, accelerate the creation of new mobility initiatives, and stimulate the adoption of mobile solutions by key sectors for the city such as tourism, commerce, and creative industries.

Mobile links to culture, art, fashion, and innovation

Mobile City Tour consists of eleven stops, all of them in the centre of Barcelona and focused on the cultural and commercial world. With the collaboration and joint work with leading technology companies, businesses, and institutions, Mobile World Capital Barcelona has configured this tour that confirms to the industrial, cultural, and business world the importance of promoting innovation in their sectors.

Mobile City Tour stops:

Casa Batlló (Passeig de Gràcia, 43): Thanks to augmented reality technology, when citizens and visitors photograph the façade of the building they see how the Sant Jordi dragon that crowns Casa Batlló comes to life in their snapshots. In addition, inside the modernist building, users can also enjoy augmented reality experiences, virtual environments and 3D animations. Visitors discover how the Batlló family lived in the Barcelona of the time, what the furniture was like on the main floor and how the organic and natural forms of the building are animated.

The Museu d’Art Contemporani de Barcelona -MACBA- (Plaça dels Àngels, 1): Retrospective exhibition of the award-winning project Megafone.net, by Antoni Abad, a cultural proposal that highlights the social possibilities of mobile technology and which can be visited until 24 June 2014.

Shopping Experience: The route along Passeig de Gràcia includes 7 stops that show how mobile solutions change shopping habits and interaction with products and even with shops.

• Santa Eulalia (Passeig de Gràcia, 93): using touch screens and interactive tables, customers at Santa Eulalia can see, touch, and interact virtually with the collections.
• Montblanc (Passeig de Gràcia, 99): a digital kiosk allows Montblanc visitors to create their own online catalogue of products. Using intuitive hand gestures from a distance, they can pick up and drag all kinds of products, information, etc. onto their devices and share them on their social networks.
• Loewe (Passeig de Gràcia, 35): Loewe’s public can try on its bags virtually. A demo allows customers to take photos of themselves with the bags from the latest collection without having to have a physical unit.
• Rabat (Passeig de Gràcia, 99): an augmented reality application that allows customers to view the most relevant information about the items in the shop and find out about the latest additions to its collections.
• Furest (Passeig de Gràcia, 12): this shop offers an innovative social media experience. Visitors can enter the shop window, where they are photographed, and can share this image on their social networks thanks to an app specially designed for this purpose.
• Geox (Passeig de Gràcia, 52): NFC technology allows customers to check-in at the shop and receive a personalised welcome on their devices. Using the camera to focus on a product, the customer can access all the information about it.
• Desigual (Passeig de Gràcia, 47): the establishment proposes a mobile activity using Google Glass, with an innovative experience that allows customers to see the pieces from another point of view and get closer to one of the most revolutionary technological gadgets of recent times.

Smart Shopping Barcelona: a citizens’ party organised by the organisers of The Shopping Night Barcelona, which will take place on 27 February at the Las Arenas shopping centre and the Eix Comercial Creu Coberta. This stop on the Mobile City Tour will allow visitors to enjoy different shopping experiences using their mobile devices.

Mobile World Centre, innovation showroom: from 24 February, the Mobile World Centre will host activities, experiential exhibitions, and streaming screenings of exclusive Mobile World Congress content in addition to its permanent exhibition. On the ground floor of the Mobile World Centre, Telefónica will organise an exhibition where visitors will be able to see the new handsets that nine manufacturers will be previewing at Mobile World Congress.

One click away from all the mobile activity in Barcelona

All the information about Mobile City Tour and the activities it offers can be consulted through the Mobile Ready App and the website mobilereadybcn.com available from today.

Both platforms also provide access to the entire catalogue of Barcelona’s mobile assets and proposals. Users can consult all the information on the city’s mobile infrastructures – wifi points, shops where they can make contactless transactions, etc. – and the mobile agenda – conferences, events, outstanding exhibitions, etc. -. The app and the website also include a selection of the best apps in Barcelona.

The app allows you to create a personalised profile for each user and, according to your preferences, it will suggest the best experiences or apps. The app also has its own functionalities linked to citizen participation, as well as games, prizes, and promotions related to the city’s culture and leisure.

Mobile Ready App is free and is now available for Android and iOS.