Client
HMD Global
Role
Executive Creative Director
in house
Year
2025
We transformed Spotify Camp Nou into an unforgettable stage for innovation
At Mobile World Congress (MWC) 2025, we saw HMD doing something different, and a handful can be considered weird but admirable, too. Phone companies are bringing on a lot of AI-inspired make, foldable concepts, and lots more, but HMD went fully retro, save a few debuts.
HMD significantly impacted the launch of multiple new devices, including the Fusion X1 smartphone designed for young users, FC Barcelona-themed feature phones for football fans, and a pair of wireless earbuds with innovative charging capabilities.
It has been an extraordinary whirlwind—intense, exhilarating, and packed with relentless creativity, ambition, and collaboration time to prepare the HMD MWC25. The pressure was high and the expectations even higher, but we made it happen together.

At HMD, we transformed Spotify Camp Nou into an unforgettable stage for innovation.
From game-changing product reveals to visionary leadership moments, our industry-shifting announcements sparked excitement and overwhelming positivity.
The collaboration with Drew Barrymore.
Steering the creative direction for HMD MWC25, we conceptualized and designed every touchpoint of the brand experience—each element crafted to captivate and inspire.
- Event Strategy
- Event Planning
- Venues interior design
- Assets for the FCB Museum
- Assets for Sala Paris
- Assets for PR
- Rehearsal and live show coordination
Media Coverage and Awards
270 Attendees, 3600 Articles, 5 Awards, 47.62M Total reach
Highlights
A legendary venue
The Museum of FCB at Spotify Camp Nou set the stage for an experience unlike any other, where technology, passion, and storytelling seamlessly combine.
A 360° immersive experience
From dynamic animations and cinematic videos in the Tambor Room to stunning DOOH takeovers at Barcelona Airport, we built a journey that resonated beyond the venue.
A bold brand presence
Every detail, from product showroom environments to high-impact print assets, executive presentations, and engaging social content, was designed to leave a lasting impression.
HMD Barça 3210 & HMD Barça Fusion
As a tribute to the fans, these special-edition devices feature exclusive player signatures, unique fan experiences, and an innovative detox mode, so nothing gets in the way of game time.
HMD Fusion X1
Our commitment to safer, healthier digital habits for young users starts now. Through our partnership with Xplora and SafeToNet, we’re giving parents absolute control and peace of mind.
Amped Buds
The world’s first earbuds with a charging case that powers up your smartphone. Great sound should never come at the cost of an empty battery.
Copyright © Lucia Domenici 2025
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