Where Creativity Meets Technology
Spark is the four-day creative industries event at ISE, powered by Samsung – a hub for creative professionals, technologists, and decision-makers to connect, share ideas, and explore the future of creativity.
EXPLORE SAMSUNG AT SPARK
Fira de Barcelona | Gran Via | 3 - 6 Feb 2026
What is Spark?
Spark is more than an event – it’s a cross-vertical ecosystem purpose-built to overcome the sector’s fragmentation. We call it the Connection Paradox: an industry that’s never been more connected by technology, yet often disconnected in practice. Spark brings the hyperconnectivity of creative tech together with the human connection of in-person events – so ideas, industries, and innovation can finally move as one.
Spark is co-created with industry leaders. Partners contribute to the live environment, content capture and immersive storytelling, demonstrating how creativity and technology fuel one another.
Spark Content
Formats
Keynotes, panels, fireside chats and live demonstrations that combine education and inspiration – curated for cross-learning (a marketer from a game designer; a broadcast producer from a live show director).
Technology in action
From immersive LED environments and spatial audio to interactive storytelling and AI-driven production workflows, Spark showcases technology as an enabler of human imagination, not an end in itself.
Gaming
Esports illustrates convergence in action. Expect live production demos, hands-on interactions, industry discussions and playable showcases that focus on the craft – broadcast workflows, virtual cameras, audience engagement and event design.
Megatrends
The Spark 2026 conten programme will focus on the key themes of: Industry Convergence, AI & Innovation, Immersive Storytelling, and Cultural Intelligence
Spark Content Programme
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- Spark – Creativity Meets Technology
Spark Main Stage - Hall 8.1At Cycymymy we treat space, AV, and interactivity as one canvas. In our talk we show how design intent drives the experience.
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Spark Main Stage - Hall 8.1This session examines how real-time technologies blur the traditional boundaries between physical staging and virtual environments, with screen content, live camera treatments, generative effects, lighting and scenic elements increasingly shaping one cohesive stage picture.
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CC8.23Supply + Demand team members Nichola Lapierre and Ludovic Langlois-Therien reveal how the studio’s Modular Exhibit System bridges game engines, sensors, and AV systems to support scalable touring experiences and museum installations. -
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Spark Main Stage - Hall 8.1This keynote highlights how Netflix uses technology to scale creativity globally by removing operational friction through shared infrastructure, open standards, and close collaboration with the creative community. -
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Spark Main Stage - Hall 8.1This session looks under the hood of the production pipeline behind American Icon: A Mustang Immersive Experience, unpacking the real production challenges behind delivering content at extreme resolutions. -
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CC8.23This session unpacks how AI is reshaping the economics and craft of visual storytelling, from AI-assisted pitch decks to full-scale video production. -
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CC8.23The uncomfortable question: in 2026, is writing your own code now easier than fighting with industry software that almost does what you need?
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Spark Main Stage - Hall 8.1This session explores three proven VP applications - location substitution, vehicle photography, and pickups - through the lens of practical deployment. -
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Spark Main Stage - Hall 8.1Using the 2025 Esports World Cup Opening Ceremony, we will demonstrate how ceremonies achieve cinematic scale and impact. -
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CC8.23This session explores how public policy, industry, research and innovation can align to generate long-term impact, using the United Kingdom and Catalonia as complementary case studies. -
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Where Creativity Meets Technology
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3Cat at Spark: Immersive storytelling meets gaming
3Cat is Catalonia’s leading public audiovisual media corporation. It is committed to exploring new formats that connect with audiences, especially younger ones, in digital environments.
At Spark, 3Cat will present an immersive interactive experience inspired by Manairons, its new video game rooted in Catalan folklore and featuring manairons, mythical Pyrenean creatures. Visitors will step into a three-screen cube to explore the world of Manairons through gesture-based interaction, and will also be able to play a demo outside the cube.
Co-produced with JanduSoft, with Flop Work as the technology and interactive partner, the project showcases 3Cat as a creative-tech media hub and a producer of innovative digital storytelling.
Lab of Tomorrow – The Entertainment Innovation Hub by Tomorrowland
Together with innovative partners such as KLSTR, Prismax, Fisheye, XineRobotics, Areal, and many more, Lab of Tomorrow unites pioneers shaping the future of entertainment technology.
At the heart of its presence is Floating Sky, a project that demonstrates how sound, imagery, lighting technology, and operational excellence converge into a next-level live entertainment experience.
From concept to realisation, Floating Sky reflects the power of collaboration across creative, technical, and operational disciplines.
Lab of Tomorrow is where these connections spark breakthroughs, turning ideas into scalable, future-proof live experiences.
Come meet the ecosystem and discover what’s next in live entertainment tech.
FAQs
To support today’s and tomorrow’s creative workforce with skills, thought leadership, and access to technology – empowering innovation across the sector.
Senior professionals across Live Events, Broadcast, Design & Media, and Gaming looking to collaborate across boundaries.
New connections, new ideas and approaches, and clear pathways to support and sustain creative careers.
Keynotes, panels, fireside chats and live demos designed for cross-learning, showcasing real production environments and workflows.
Yes – on-demand video, digital highlights and select livestreams offer a “taste of Spark” beyond the show.
