The UK Pavilion at the Osaka World Expo 2025

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Immersive International was the Experiential Masterplanner & Exhibition Designer for the UK Pavilion at the World Expo 2025 Osaka.

Appointed by His Majesty’s Government in 2023, Immersive International designed and developed the UK Pavilion from concept through to delivery after winning the initial tender in 2023. Open from the 13th April - 13th October, 2025, “Come Build the Future Exhibition” is the UK’s first-ever content-driven pavilion experience.

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Immersive provided the following services: 

• Overall experiential concept design and strategy
• Interior exhibition spatial design
• Immersive experiential content - creative development, design and animation production
• Interactive concept and software design and delivery
• Mascot design 
• Audio visual and technical concept design
• Accessibility design & integration (content and spatial)
• Design guardianship, ensuring the pavilion’s concept was maintained through until execution, bringing together architecture, storytelling, and technology to converge in a truly content-led experience.

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Using our in-house team and bespoke design methodologies, Immersive created a unique, character-based narrative, that uses experiential design, cinematic-storytelling, interactivity and cutting-edge projection mapping to excite and inspire the almost 28 million people that will visit the Expo over 6 months.

‘Come Build The Future Exhibition’ showcases the best of UK innovation, bringing to life how the UK works with other countries to build a better future for all. Visitors are guided through each of the five spaces by our central characters and “PIX,” a shape-shifting pavilion mascot inspired by the UK Pavilion’s modular building and pixel-based animation design. PIX symbolises constant innovation, transformation, and the power of collective ideas.

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Designed with sustainability and accessibility in mind at every stage of the design process, Immersive pushed the boundaries of possibility for the experience, ensuring the aims of His Majesty's Government were exceeded, the experience was accessible to all, and the outcome was successful and inspiring. Visitors are invited to connect, engage, and explore the limitless potential of collaborating with, travelling to or studying in the UK - a place where creativity and innovation shape the future.

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