Spark 2026, powered by Samsung, made its debut at ISE as a meeting point for the creative community.

Creators, brands, broadcasters, agencies, in-house teams and production pioneers came together to explore creative practices and how modern content is designed and produced across live, filmed and immersive experiences.

Held in Hall 8.1 at Fira Gran Via, Spark featured four high-impact partner activations, thirty content sessions and sixty-three speakers, including keynote presentations from Jordan Schwarzenberger, Netflix and 0207 Def Jam.

Launched by ISE in response to accelerating market convergence and the rapid expansion of the creative technology sector, Spark brought together the people shaping how content is conceived, commissioned and produced across broadcast, live experiences, immersive media and corporate communications.

Spark showcased emerging creative formats while bringing together creative, production and technology teams from the earliest stages of the process, creating a space where new ideas, workflows and production models can emerge before becoming industry standards.

A platform built on collaboration

Samsung, the event's headline sponsor, showcased The Wall for Virtual Production (IVC Series), offering a hands-on experience of next-generation production environments and the evolving language of virtual storytelling. Mark Taylor, Head of Vertical Markets at Samsung Display Solutions Europe, said:

What's exciting about Spark is bringing together different manufacturers, speakers and end users to show what's happening in the broadcast industry right now and where it's heading. There were outstanding presentations across all four days, including discussions about the future of virtual production for broadcast, and that convergence trend will only continue. For us, meeting new end users and having those conversations is one of the main reasons we participate in events like this.

Alongside Samsung, MoSys, 3Cat and Lab of Tomorrow delivered a series of immersive installations and live demonstrations that translated emerging production capabilities into real-world working environments.

Lab of Tomorrow's Floating Sky installation expanded the creative possibilities of live experience design, while 3Cat's interactive three-screen cube, inspired by Manairons, transformed a gaming narrative into a physical audience experience. Meanwhile, MoSys presented its Mostudio solution powered by Samsung's The Wall LED technology, demonstrating how its automated and democratized workflows are transforming production possibilities and placing virtual production in the hands of creators without specialist technical expertise.

Together, these installations highlighted a clear shift: production technology is no longer simply enabling creativity—it is actively reshaping it.

Tobi Tungl, Chief Marketing Officer at CTI, commented: "Spark felt like a very natural way for us to be present at ISE. Taking part in the speaker programme gave us the opportunity to connect directly with attendees. It was an easy way to become part of the conversation in an approachable and direct manner".

Spark creates a powerful platform where emerging technologies meet the creative community that brings them to life. For Lab of Tomorrow and our members, it has been an inspiring environment to exchange ideas with innovators, brands and creators exploring how technology can redefine the future of entertainment, added Joris Himpens, General Manager at Lab of Tomorrow.

Ideas in motion

Over four days, Spark became a meeting point for creative and technical leaders redefining how modern experiences are produced, distributed and consumed. Its inaugural edition confirmed strong demand for a platform that brings together creativity, content production and technology from the earliest stages of the process, enabling collaboration before new formats reach the mainstream.

Discussions explored the impact of artificial intelligence, virtual production, immersive media and evolving workflows on the way content is conceived, commissioned and delivered, positioning these developments as part of an integrated production ecosystem rather than standalone tools.

Beyond its industry role, Spark also contributes to talent development. In line with the pillars of the ISE Foundation, it connects emerging professionals with companies across the audiovisual and creative technology ecosystem, providing early exposure to real-world workflows, technologies and industry expectations.

Looking ahead

Spark has demonstrated that there is a clear demand for a space where the creative industries and production technology can come together earlier in the production lifecycle, where formats are defined, commissioning decisions are made and production models are established, said Mike Blackman, Managing Director of Integrated Systems Events.

Following the success of its launch, Spark will expand in 2027 and move to the Fira Montjuïc venue to meet growing demand and deliver a broader, more ambitious programme.

The new venue will enable a wider content programme, larger-scale installations, greater participation and more immersive experience-led formats.

Spark 2026 reflected a major industry transformation: the growing convergence of creative production, technology infrastructure and immersive experience design.

As these worlds continue to converge, Spark is creating a space where creators, technologists, brands and production specialists can develop new ideas, forge partnerships and shape the future of content experiences together.