UK Pavilion at Expo 2025 tells immersive story of Japanese father and daughter

The UK Pavilion at Expo 2025 Osaka, 13 April – 13 October, tells the story of a Japanese father and daughter encountering a pixelated character called “PIX”.

The Japanese father and daughter, Kenji and Mei, meet pixelated character “PIX”, who guides them through a series of scenes. Immersive International explained that these scenes are designed to showcase “the UK’s creativity and innovation”.

“PIX”, the character who guides Kenji and Mei

The Pavilion was built by ES Global and WOO Architects based on a concept by Immersive International, and commissioned by the UK Government’s Department for Business and Trade.

The digital showcase is titled “Come Build the Future”, and is a 20-minute immersive experience combining projection mapping, spatial audio and guest interaction.

According to Immersive International, “The UK Pavilion mission is to be a Pavilion for all.”

Other Pavilions have similarly futuristic designs. Germany, USA and Italy all have modern aesthetics with an emphasis on organic and sustainable features. The French Pavilion has more of an emphasis on native French culture, with walls made of stacked Louis Vuitton suitcases.

The building features a modular, pixelated exterior. It is fully demountable and designed for reuse. The structure reflects the UK’s creative and collaborative identity.

This is the UK’s first fully “narrative-led” Expo Pavilion.

The Pavilion was built with more than a dozen partners including The RSA, Atelier One, Magnopus and KLH Sustainability.

Expo 2025 Osaka is expected to attract 28m visitors.

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