Expo excellence

World Expos are more than just exhibitions; they’re global spectacles that attract tens of millions of visitors over their duration. Take Expo 2020 in Dubai, for instance, which welcomed an astounding 25 million visitors in just six months. These events are the ultimate showcase of immersive experiences – imagine the Olympics meets Disneyland, but for innovation and culture.

For tourism boards and trade bodies preparing for Expo 2030, the challenge lies in meeting the sky-high standards that audiences have come to expect while creating an experience that caters to an incredibly diverse audience. It’s a tall order!

To understand the complexity of designing for such a varied audience, we like to use the Paddler, Swimmer, and Diver analogy. Picture your pavilion as a pool of experience:

• The Paddler will stand at the sidelines, dip their toe into what you have to offer, and passively pass by.
• The Swimmer will engage with some elements, getting involved in the experience to a moderate degree.
• The Diver will plunge headfirst into every element, exploring every nook and cranny, taking photos and videos to share after the experience.

The question is: How do you create an experience that can be enjoyed equally by the paddlers, swimmers, and divers? Drawing from our collective expertise, we’ve developed a set of crucial factors to consider when designing an Expo experience that will captivate all types of visitors.

Shape and Scale

When it comes to Expo pavilions, it’s easy to get caught up in the interior experience and overlook the exterior. However, the shape and scale of your pavilion can make a powerful first impression and set the tone for the entire experience. Don’t fall victim to an underwhelming build. Be ambitious with your scenic and set designs – they contribute just as much to the overall experience as the content within.

For example, the China Pavilion at Expo 2010 in Shanghai, known as the “Crown of the East,” was a stunning architectural feat. It featured a massive red structure inspired by traditional Chinese architecture, symbolizing prosperity and happiness. The pavilion’s impressive scale and intricate design drew in millions of visitors, setting a high bar for future pavilions.

Think about legacy too – the adventurous stay on! A prime example is the Kingdom of Saudi Arabia’s pavilion at Expo 2020 Dubai, which remained standing after the event concluded, becoming a lasting testament to the country’s participation.

Consistency and Flow 

Creating a memorable Expo experience isn’t just about the story you tell; it’s about how you tell it. It’s crucial to design with the audience journey at the forefront from the very beginning. Even the wait can be part of the experience – consider how you can engage visitors before they even step inside your pavilion.

The UAE Pavilion at Expo 2020 Dubai is a great example of this. It featured an impressive exterior inspired by a falcon in flight. The pavilion’s wings could open, creating a kinetic element that added to the anticipation and engagement of visitors waiting to enter and set the stage for the immersive journey ahead.

Maintain continuity in creativity throughout the entire journey. Even corridors should contribute to the narrative and be as captivating as the main attractions. An opportunity to be creative that is very often overlooked is food and beverage, but it’s these small things that make an experience more enjoyable. You could incorporate a menu fitting to the country and the culture, to live and breathe that environment that you’re transporting your audience to.

Lastly, know your audience and cater to their needs. Provide places to sit and offer refreshments, especially if visitors may have been queuing in high temperatures. These thoughtful touches will lift the mood and enable your audience to feel more comfortable and ready to absorb the experience you’ve crafted.

Storytelling 

The most impactful experiences have a compelling story at their core. Aim for emotionally led experiences that make visitors feel in ways they’ve never felt before. It’s a common misconception that an emotional experience must be melancholic. On the contrary, narratives that make people feel elated, curious, or inspired can be just as powerful, if not more so.

Italy’s Pavilion at Expo 2015 in Milan exemplified this approach. It immersed visitors in the vibrant stories of Italy’s diverse regions through captivating multimedia displays and interactive exhibits. Guests didn’t merely observe Italian culture; they became part of its narrative, fostering a deep connection to the heart of Italy. This immersive storytelling not only highlighted the artistry and diversity of Italian traditions but also created a sense of community, making visitors feel integral to a larger story centered in innovation and cultural pride.

While cultural storytelling is often the focus, it’s crucial to create narratives that bridge cultural gaps. Consider partnering with agencies experienced in crafting stories that resonate across diverse backgrounds. These collaborations can lead to innovative experiential designs that captivate all visitors, regardless of their origin or level of engagement.

Immersion over Observation 

The most memorable experiences are transformative. Rather than feeling like they’re looking at art, visitors should feel like they’re inside the art itself. This level of immersion is challenging to achieve, but we believe the key lies in engaging all the senses.

Think beyond the visual. Incorporating physicality creates additional layers to an experience, dramatically changing its dynamics. Consider elements like temperature changes, evocative soundscapes, motion, and varied textures. One of our favorite experiences at Expo 2020 was New Zealand’s Pavilion. Despite operating with a smaller budget than many other countries, they created a huge impact by effectively using water in their design. This simple element instantly changed the temperature and atmosphere of the space, with visitors feeling the cool moisture in the air. The surrounding sound of Maori chants created a spine-chilling effect that made people stop in their tracks and listen. Sometimes, it’s these simple moments that have the most profound impact.

Another factor to consider is motion. This could involve elements of the experience such as travellators that move visitors through the space, or elements of the spatial design that shift and change around the audience, like robotics or live performers. The Singapore Pavilion utilized robotic arms to create a dynamic, ever-changing display of art. These elements make the space feel more tangible and unpredictable, encouraging visitors to explore more deeply.

Technological Craftsmanship 

While we’re passionate about creative technology, we don’t advocate for tech just for tech’s sake. Experience design should lead with creativity and the emotions you want to evoke. Technology should be deployed to deliver the story and encourage human behavior. Clever technical integration is the magic that leaves people asking, “How did they do that?” Without this purpose, technology can feel gimmicky and detract from the overall experience.

The Japan Pavilion at Expo 2020 showcased this beautifully. Upon entry, visitors were provided with bespoke smartphones that captured data on their preferences and what aspects of Japanese culture resonated with them throughout the journey. This information was then ingeniously used to create a unique, personalised finale for each visitor, changing daily. This seamless integration of technology not only enhanced the storytelling experience but also allowed for a more personalised visit.

Playfulness & Interactivity 

A World Expo is essentially an adult Disneyland. Don’t let serious themes restrict you from incorporating elements of play. People often retain information best when they’ve physically engaged with it. Look for creative ways to make your audience active participants in the experience.

At Expo 2020, there was an installation called The Waterfall where visitors were encouraged to run up the sides of the structures as waves fell over them. It was reminiscent of a theme park attraction, and people absolutely loved it. This kind of physical interaction creates memorable moments that visitors are likely to share with others.

Another approach to consider is the use of generative real-time content. With the new tools at our disposal, particularly in AI, we can create deeper, more responsive interactions within installations. From voice-activated elements that respond in real-time to generating images and animations that become part of the evolving experience, the possibilities are truly exciting. At Expo 2020, the UK pavilion showcased a continuously changing collective of poetry generated by AI and visitors, displayed on its façade. With the rapid progression of AI, we’re excited to see how it is used in 2025 in Osaka.

Creating a successful World Expo pavilion is a complex challenge that requires a delicate balance of creativity, technology, and human-centered design. By considering these factors and partnering with experienced creators, tourism boards and trade bodies can create unforgettable experiences that not only showcase their country’s best attributes but also leave a lasting impression on all visitors – from the casual paddlers to the enthusiastic divers. As you prepare for Expo 2030, we’re here to help you navigate these waters and create a pavilion that will truly stand out on the world stage.