This past February, I took my first trip back to Integrated Systems Europe (ISE) since it was last in Amsterdam in 2020. I was extremely excited to be back in attendance at the largest global pro AV event. Thanks to my partners at BrightSign, I was able to make my dream of attending the show in Barcelona a reality!
The collaboration brought about a new series, dubbed #ForTheLoveOfSignage, and a handful of in-depth conversations around digital signage, CMSes, partnership and where things are headed when it comes to the future of digital signage.
The World of Immersive Experiences
It was a pleasure to connect with so many of my colleagues within the signage community and dive into the deep end, exploring the world of immersive experiences and creative content. Plus, it was cool to see how hardware from leading manufacturers helps bring all these types of cool and creative solutions to life. (If you’d like to dive into these conversations, head over to the BrightSign YouTube channel and check out the exclusive content we produced.)
As I walked through the packed halls in Barcelona, it seemed clear that digital signage was the main attraction. And for good reason: It’s eye-grabbing! Exhibitors like LG, LANG and Samsung made people stop dead in their tracks and whip out their phones as they tried to capture the wow! factor of it all. I was impressed, as well! But, honestly, after lots of hours with 80,000 people on the show floor, I was ready to just go out and explore some of the best places the city of Barcelona has to offer. One of those was Sagrada Familia, and I’m glad I made time to experience it.
Exploring Beyond the Show Floor
Sagrada Familia is one of Antoni Gaudí’s most famous creations. Known across the world for its breathtaking architecture, this place was fascinating — and not just from the outside, either. The inside makes your heart skip a beat. I was able to tour the facility at the perfect time: while the sun was hitting the glass, illuminating the space from every angle possible with beautiful and vibrant colors.
Another Level
The sanctuary will give you chills. However, as you continue the tour and go down to the lower levels, you’re greeted by an audiovisual experience that catches you by complete surprise. The integrated AV within Sagrada Familia helps tell the story of the entire structure, as well as when the building process started and all the major milestones along the way. In fact, AV even helps tell the story of the future, as the church is still under construction to this day. Sagrada Familia uses our industry’s technologies to beautifully tell the ongoing story of this architectural and spiritual marvel, captivating the audience and adding to the aura of being there.
The Shocker
I continued to wander from room to room, finding new exhibits and learning about pieces of history. But I was completely taken aback when I turned a corner and a version of Samsung’s The Wall greeted me. I couldn’t believe it! I had just run off the crowded show floor only to find The Wall out in the wild!
This was a moment in time. It was almost as if The Wall, Gaudí himself and I were in the room alone. I had never seen The Wall off a trade show floor — and now, here I was, seeing it in its glory, in such a powerful space, showcasing outstanding content. It evokes a timeless quote from Gaudí: “This tree near my workshop, this is my master.” To give the quote some context, Gaudí often spoke about a particular tree near his workshop, which he drew inspiration from, and which then guided his work. I stood there in that room for some time, just taking it all in. I was inspired by that moment, and I was thrilled to see The Wall working synergistically with its hallowed environment.
I spent hours within Sagrada Familia, and, even so, I’m sure there are some things I missed. But as the geeky #avtweeps community member I am, I was pleasantly surprised to find so much AV within this historic building. It’s fundamental to sharing the tremendous story and history of Sagrada Familia, as well as Antoni Gaudí himself.
If you haven’t been, put it at the top of your #ISE2026 list.
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