Together with 5 different partner companies (across 5 different timezones), we were tasked with crafting the purpose, design principles, narrative, and experience strategy for a nation’s pavilion, with a particular focus on empowering lives.

With a multi-cultural team of strategists, behavioral scientists, design researchers, and spatial designers, we applied participatory design research methodologies to understand and meet the needs of a diverse audience and create a holistic and inclusive guest experience. Our strategy aims to create a positive impact by showcasing innovative technologies, products, and solutions that help improve the quality of life for individuals with disabilities and other marginalized communities.

By moving beyond the pavilion as an expression of a “nation brand,” we presented it as an essential component of the Expo, through making it a dynamic medium that cultivates understanding, builds connections, and amplifies lesser-known aspects of the nation’s history and vision for the future. Moreover, the pavilion aims to advance agendas regarding the achievement of the Sustainable Development Goals (SDGs) whilst prioritizing a human-centered society, that will also enrich perceptions of the nation as well as accelerate progress on a local level. As a result of this shared experience, we can emphasize inclusive methodologies and help set new standards for expo participation.