Spark ISE 2027 is getting bigger and moving venue. Integrated Systems Europe (ISE) has confirmed that the second edition of Spark, its event for the creative and production communities, will take place on 3 and 4 February 2027 at Fira Montjuïc in Barcelona, following a debut that brought together broadcast, live events, advertising, gaming and content production.
One point is worth clarifying from the outset: the show itself is not moving. ISE 2027 stays at Fira Gran Via from 2 to 5 February 2027, while Spark runs alongside it for two days at the Montjuïc venue. On those two days, an ISE 2027 badge also gives access to the Spark show floor, as we explain in our report on the opening of ISE 2027 registration.
Spark ISE 2027 at a glance
- Dates: 3 and 4 February 2027.
- Venue: Fira Montjuïc, Barcelona.
- ISE 2027: 2 to 5 February, Fira Gran Via.
- Audience: broadcast, live events, advertising, gaming and content production.
- What changes: a broader content programme, larger installations and more immersive, experience-led formats.
Why Spark is moving from Fira Gran Via to Fira Montjuïc
Spark launched inside ISE 2026, in Hall 8.1 of Fira Gran Via, as ISE’s response to accelerating convergence across AV markets and the rapid growth of creative technology. Its first edition featured four high-impact partner activations, thirty content sessions and sixty-three speakers, with keynotes from Jordan Schwarzenberger, Netflix and 0207 Def Jam.
ISE says the move to Montjuïc is about meeting that demand. The new venue will support a broader content programme, larger-scale installations, increased participation and more immersive formats. The organisers have not yet published floor space, capacity or exhibitor numbers for 2027.
Who Spark is for: creators, broadcasters and production teams
Spark is designed for the people who shape how content is conceived, commissioned and produced: creators, brands, broadcasters, agencies, in-house teams, technical specialists, manufacturers and production innovators, alongside live event and experience professionals.
What sets it apart from a conventional trade show floor is timing. Spark aims to bring creative, production and technology teams together earlier in the process, before formats are defined, projects are commissioned or production models are set. For AV integrators and rental companies, that makes it a useful place to see which workflows broadcasters and agencies are testing before they turn into equipment specifications.
Virtual production and immersive installations at the first Spark
Headline sponsor Samsung showcased The Wall for Virtual Production (IVC Series), giving visitors a hands-on view of next-generation production environments. 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 really show what’s happening in the broadcast space right now and where it’s going next. There were great talks across all four days, including discussions around the future of virtual broadcast, and that convergence trend is only going to continue.”
Mo-Sys presented its Mostudio solution on Samsung’s The Wall LED technology, with automated studio workflows designed to put virtual production in the hands of non-technical creators.
3Cat brought an interactive three-screen cube inspired by Manairons, turning a gaming narrative into a physical, in-person experience, while Lab of Tomorrow presented Floating Sky, an installation exploring new possibilities in live experience design. Joris Himpens, General Manager at Lab of Tomorrow, described Spark as “a powerful platform where emerging technologies meet the creative community that brings them to life.”
AI, virtual production and immersive media as one production system
Beyond the installations, the session programme looked at how AI, virtual production, immersive media and evolving workflows are changing the way content is conceived, commissioned and delivered. Rather than treating them as standalone tools, Spark framed them as parts of an integrated production system that now spans broadcast, live experiences, filmed content, corporate communications and gaming.
Mike Blackman, Managing Director of Integrated Systems Events, said: “Spark proved there is clear demand for a space where creative industries and production technology meet earlier in the production lifecycle, where formats are defined, commissioning decisions are shaped, and production models are established.”
Spark also has a talent dimension. Aligned with the pillars of the ISE Foundation, it connects emerging professionals with companies across the AV and creative technology ecosystem, giving them early exposure to real-world workflows. The same goal drives the ISE Hackathon, which returns at ISE 2027.
How to take part in Spark 2027
Spark has opened a registration of interest for companies and professionals who want to exhibit, speak, sponsor or attend. It is not yet a final registration or ticket sale, but a way to get involved early through the Spark registration of interest form. Visitors planning the main show can find dates, opening hours and free registration with the Instalia code in our ISE 2027 Barcelona visitor guide.
