Qualcomm partnered with Left Field Labs (LFL) to craft an experience for Snapdragon Summit 2024 that not only showcased Snapdragon’s breakthrough technology but demonstrated its transformative impact across industries.
By mid-2024, Qualcomm faced a critical challenge: making AI feel real—tangible, immediate, and indispensable—to consumers. Snapdragon Summit 2024 wasn’t just another product launch; it was the stage for Qualcomm’s biggest bet yet—on-device AI. But cutting through the noise of AI hype required more than technical claims. It needed an immersive, hands-on experience that proved Snapdragon’s leadership in real-world performance.
The mission? Develop a dynamic, scalable activation that didn’t just highlight Snapdragon’s AI and XR capabilities but put them to the test. From real-time generative AI processing to seamless multimodal interactions, the experience had to showcase the raw speed, efficiency, and intelligence of Snapdragon-powered devices—without reliance on the cloud. This wasn’t a demo; it was undeniable proof of how Snapdragon was redefining mobile AI.
We didn’t just use the cutting-edge Snapdragon 8 Elite devices to tell a story, we brought it to life.
Our team crafted an immersive storytelling experience that spanned multiple tech platforms, seamlessly combining LED floors, a LCD table, and intricate 3D prints with AI, AR, MR, and live demos, allowing the hardware itself to narrate its own story.
We had to ensure we were meeting Qualcomm’s goals of exciting and educating audiences while ensuring flexibility for both small and large event formats.
The centerpiece was a stunning 3D-printed model of a miniature Snapdragon City on a glowing LED floor. This setup hosted two interactive journeys: one focusing on Qualcomm Automotive using the Quest 3 headset and the other on mobile technology via a Qualcomm reference device. Each experience featured a custom language model to answer guest questions, all powered by Snapdragon.
Guests could choose either a phone or an XR headset, embarking on a journey of discovery through Snapdragon 8 Elite—from Gen AI to Automotive, Mobile, and Gaming—guided by a friendly conversational AI agent. The best part? It was all done on-device, showcasing the power of Snapdragon 8 Elite.
This project marked a major milestone for Qualcomm, as it was the first time Snapdragon’s onboard generative AI capabilities were showcased in a real-time interactive XR environment.
The result: a harmonious cross-media experience and an interactive installation to translate complex technology into immersive and engaging storytelling.
Snapdragon City was the most popular attraction at the summit. It changed how people experience technology through a highly engaging and intuitive experience. We made on-device AI tangible by blending physical and digital elements into an interactive storytelling experience, becoming the first implementation of Snapdragon's onboard generative AI in a real-time interactive XR environment—proving that next-generation computing technology can be both groundbreaking and approachable.
Our team's expertise in emerging technology allowed us to be the first to implement Qualcomm’s hardware outside their labs, sharing insights with their engineers on new applications.
LFL’s activation with Qualcomm was so successful that it was displayed again at CES 2025 and even on Jimmy Kimmel with plans to activate at other future events.
“Left Field Labs delivered an engaging, scalable experience that brought Snapdragon’s capabilities to life through innovative storytelling and engineering excellence. Integrating Snapdragon Elite Mobile Platform 8 reference devices with real-time generative AI and XR solutions showcased Snapdragon-powered performance. Their creativity and technology made a complex concept accessible and captivating.” - Qualcomm
