INSIGNIA WORLDWIDE CREATES 'EPIC JOURNEY OF NEW DISCOVERIES' FOR SAUDI ARABIA'S PAVILION AT EXPO 2025 OSAKA
As World Expo 2025 open its doors in Osaka, Japan, Insignia Worldwide has been revealed as the company leading the visitor experience design and strategy for the Saudi Arabian National Pavilion. Insignia Worldwide is a design and experience company specializing in nation-building initiatives and was responsible for conceiving the immersive content and experience programme to cultural oversight of live events and the overall retail and merchandising offerings.
Following a competitive pitch three years ago directed by Saudi Arabia's Ministry of Culture, the Dubai-based company was appointed to work alongside architects Foster + Partners, to define and position Saudi Arabia's deep traditions and bold transformations.
Focused on 'An Epic Journey of New Discoveries', Insignia Worldwide has created an inspiring multidimensional story that gives visitors a multi-sensorial perspective on Saudi Arabia's past, present and future. The story portrays a vivid, young and vibrant society rooted in rich cultural heritage and contributing to the future.
From the smart design of Saudi Arabia's historic urban dwellings to modern cosmopolitan cities and future projects, its efforts in conservation to innovations in Space, Sport, Energy, and Genetics, the immersive content combines panoramic screens, projection mapping, physical artifacts and haptic sound systems. Two cultural studios and a dynamic courtyard space at the heart of the Pavilion showcase cultural performances and the creative talent emerging from the Kingdom.
Over six months, Expo 2025 Osaka is expected to attract over 25 million visitors, and the Pavilion will showcase over 700 live performances for education and entertainment. Befitting its place in Japan's food capital, the Pavilion restaurant also introduces visitors to tasting menus of Saudi Arabia's culinary delicacies. Before leaving, they can visit the Saudi Souk to purchase exclusive mementos reflecting their 'Epic Journey' through the urban microcosm of courtyards, alleyways and galleries.
Insignia Worldwide's CEO, Gaurav Sinha remarked: 'Working across multiple Ministries, governmental entities and critical national initiatives, we realized the platform of Expo is ideal to tell the story of a nation that is both proud of its rich heritage, but also forging a better future for the planet on so many fronts – dynamic urban design, coral conservation, genome mapping, sports and all this against the rich tapestry of the Kingdom's heritage and culture.
'We also wanted to showcase those amazing similarities that unite both Japan and Saudi Arabia, such as respect for culture, heritage and nature, matched with a passion for innovation – the Saudi Pavilion at Expo 2025 Osaka is a testament to our rich heritage and innovation spirit, a perfect prelude to what the world can expect at Riyadh Expo 2030 in Riyadh.'
To orchestrate the delivery of the content elements and events, Insignia Worldwide commissioned its content production to a roster of key partners and suppliers, who supported the delivery of key workstreams for the Pavilion.
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