The Spark space, ISE’s new creative industries showcase, has brought together professionals from gaming, broadcast, live events, design and media during this edition, in an immersive environment designed to demonstrate how creative ideas move from experimentation to real-world impact.
Throughout the programme, sessions have focused on how artificial intelligence, virtual production and cross-industry collaboration are redefining creative workflows and the development of new experiences.
Spark has been driven by a group of key partners, including headline sponsor Samsung, strategic technology partners Mo-Sys, 3Cat and Lab of Tomorrow, as well as supporting partners CFLEX Event Solutions, Silver Music Entertainment and LVP – Liga de Videojuegos Profesional (GRUP MEDIAPRO).
Ben Holmes, marketing director at Samsung Europe, highlighted that the sponsorship reflects the opportunity to showcase the company’s technology to the creative industries in a context that goes beyond broadcast.
While Spark focuses on broadcast, it also touches gaming, eSports and other emerging markets that we strongly believe in. For us, it’s about showing how our technology fits with the direction these industries are heading, he said.
Holmes added that one of the key strengths of the space is its ability to connect manufacturers, speakers and end users, and to reflect where the sector is evolving. “What’s most interesting is seeing what’s happening right now in the broadcast space and where it’s going. There are really strong talks across the four days, including discussions about the future of virtual broadcast, and that convergence trend is only going to keep growing. For us, meeting new end users and having those conversations is one of the main reasons we come to shows like this”, he said.
The Spark programme has addressed topics such as creativity in times of automation, the role of narrative intent in environments increasingly supported by AI, and the impact of these tools on how projects are pitched, funded and produced. It has also explored broader trends pointing to a shift in approach: from working in silos to interconnected cultural ecosystems, where creativity is increasingly built through collaboration across disciplines.
Sessions dedicated to broadcast and live production have examined how formats, platforms and production models are evolving without losing the authenticity of locally rooted storytelling, while content and operations scale globally. In parallel, discussions have raised the technical and organisational challenges of growth in corporate environments, with workflows that must adapt across regions, standards and multiple stakeholders.
The space has also focused on large-scale immersive experience production, including the real-world challenges of delivering content at extreme resolutions and massive pixel counts, as well as the processes required to support high-impact multisensory environments.
In addition to the stage programme, Spark hosted live activities throughout the show, including Samsung’s LED virtual production showcase, Mo-Sys’ MoStudio workflow, 3Cat’s interactive gaming experience and Lab of Tomorrow’s Floating Sky installation, reinforcing the space’s experiential and cross-disciplinary approach.
