UK Pavilion: Osaka World Expo 2025

Imagine a space where technology, heritage, and imagination collide, where every corner tells a story of innovation and collaboration. That’s the vision behind the UK Pavilion at Expo 2025 Osaka, a content-driven experience designed to inspire nearly 28 million visitors over six months. Appointed by His Majesty’s Government, I helped transform the pavilion into a living, breathing narrative, where architecture, storytelling, and cutting-edge technology converge.

At the heart of the journey is PIX, a shape-shifting, pixel-inspired mascot guiding visitors through five immersive zones. PIX embodies constant innovation, transformation, and the power of collective ideas, inviting audiences to explore, play, and dream about a better future. Each space unfolds with cinematic storytelling, interactive experiences, and projection-mapped magic, turning curiosity into engagement and inspiration into action.

In my role, I oversaw and contributed to:

• Immersive content creation – from creative development to design and animation production

• Overall experiential concept design and strategy

• Interior exhibition spatial design management

• Interactive concept and software design

• Mascot design

• Audio-visual and technical concept design

• Accessibility design & integration (both content and spatial)

• Design guardianship, ensuring the pavilion’s concept was maintained through to execution

Using bespoke design methodologies, I helped create a character-driven narrative that combined experiential design, cinematic storytelling, interactivity, and cutting-edge projection mapping to excite and inspire visitors. Designed with sustainability and accessibility in mind, the pavilion exceeded the goals set by His Majesty's Government, ensuring the experience was engaging, inclusive, and memorable.

Visitors are invited to connect, engage, and explore the limitless potential of collaborating with, traveling to, or studying in the UK—a place where creativity and innovation shape the future. The “Come Build the Future” exhibition showcases the best of UK innovation, with PIX and other central characters guiding audiences through five immersive spaces, blending modular design, pixel-based animation, and interactive storytelling into a seamless, inspiring journey.