Kuwait Pavilion
expo osaka 2025
the brief
Design Kuwait’s national pavilion for Expo Osaka 2025, a 3.500m² experience that would connect past, present, and future in a way that felt lived rather than observed. The ambition was to highlight the country’s cultural depth and forward vision through spaces that inspire reflection, interaction, and emotion.
I joined the project early, supporting the pitch and later taking on a co-lead role across two core exhibition zones. As creative director and concept developer, I focused on scenography, narrative, and interaction principles - working closely with the team to shape the spatial rhythm and content choreography. I led key phases of the process, traveled to Kuwait for presentations and directed shoots, and later supported production in Japan to ensure coherence from concept to execution.
Category
Expo Pavilion
context
Expo Osaka 2025
services
Idea and Concept Development
Creative Direction and Supervision
Onsite Implementation
client
Ministry of Information, Kuwait
lead agency and partners
Insglueck
Nüssli
Laboratory for Visionary Architecture
location
Osaka, Japan
year
2025
photo credits
Stefan Schilling, Kuwait Pavilion Press
The pavilion unfolded as a journey through four themed environments, each designed to shift perception through scale, mood, and storytelling. Among them, two rooms defined my main contribution. "Dawn in the Desert" immersed visitors in a scenographic landscape where Kuwait’s early identity as a hub of trade and culture came to life. AI-enhanced exhibits invited exploration, revealing fragments of history through tactile discovery and playful interaction.
"People & Culture" shifted the focus to the present. A vast interactive wall - created with generative tools and layered content - mapped Kuwait’s social fabric through its people. Visitors engaged with themes of culture, sustainability, humanitarian efforts, and Vision 2035, gaining insight into the projects shaping the nation’s future. During production, this room became my central focus, where I worked closely to ensure that every layer delivered both clarity and nuance.
