IMMERSIVE MULTIMEDIA PAVILIONS AT EXPO 2025 OSAKA
Behind several of the most anticipated pavilions at EXPO 2025 Osaka lies BeWunder’s expertise in turning architectural visions into captivating, multisensory realities. The World Expo is a dynamic stage where architecture, design, and technology converge to create compelling narratives about the future. The pavilions act as canvases where abstract ideas are brought to life through an orchestration of light, sound, and interactive technology. designboom takes a look at pavilions, created in collaboration with BeWunder, pushing the boundaries of spatial design and turning a passive visit into an active, immersive multimedia journey.
USA Pavilion | image ©Hufton+Crow, all images courtesy of BeWunder
FROM STAGED EXPERIENCES TO FULL-SCALE EVENT PRODUCTION
As a specialist in museums, exhibitions, and brand pavilions, BeWunder serves as a turnkey partner for creating unforgettable spatial experiences. The company‘s passion lies in producing multisensory visitor experiences that combine multimedia technology, content, staged lighting, interactive elements, and scenery. With an end-to-end approach, BeWunder’s team is expertly positioned to bridge the gap between creative vision and its physical reality. Their proven international track record in both live events and permanent construction has positioned them to deliver exceptional projects, regardless of scope, scale, or location.
designed as an architectural homage to openness and progress, the Kuwait Pavilion features bold open wings
TURNKEY PROJECTS AND HIGHLIGHTS FROM BEWUNDER
For the USA, Netherlands, and Philippines Pavilions, BeWunder served as a turnkey design and build contractor, taking full responsibility for the final design and delivery. Their scope encompassed an integrated approach, covering everything from initial concept development and feasibility studies to the final delivery of multimedia and lighting systems, interactive elements, scenic fit-out, exhibit fabrication, graphics, print, and signage.
Each project was uniquely defined by its architectural and cultural narrative. Inspired by the Japanese concept of wabi-sabi, the USA Pavilion’s architectural form consists of two triangular wooden structures contrasted by a suspended, illuminated cube. BeWunder supported the exhibition design team by further developing the concept, ensuring that technology, storytelling, and spatial design worked hand-in-hand to create a compelling and immersive experience for visitors. Similarly, for the Philippines Pavilion, whose design pays tribute to Filipino heritage and features over 200 handwoven textiles, BeWunder managed the installation of the exterior facade and coordinated all artworks to bring the creative vision to life with precision. A highlight of the Netherlands Pavilion was the design and manufacturing of a bespoke interactive sphere system, enabling visitors to engage with content in dynamic, personalized ways.
BeWunder was responsible for the complete multimedia and lighting systems inside the Kuwait Pavilion exhibition
BeWunder also applied its specialized skills in audio-visual and lighting systems to achieve the vision for a number of other pavilions, including the Kuwait, Luxembourg, and Germany Pavilions. The Kuwait Pavilion, with its distinctive open wings, was brought to life with comprehensive interior multimedia and lighting systems. This expertise extended to the exterior as well, with the team designing and installing the façade and landscape lighting to highlight the structure’s unique architecture, especially at night.
From a monumental spiral sculpture of the Austria Pavilion to a moving stage in the Uzbekistan Pavilion, BeWunder created standout features, designed for unforgettable, multisensory journeys. A groundbreaking 100-channel audio system in the Austria Pavilion enables visitors to collaboratively create music, turning the inside into an active and participatory experience. For the Switzerland Pavilion, BeWunder’s expertise was focused on an integrated lighting setup that animated the pavilion’s iconic bubble effects. Meanwhile, a standout feature of the Uzbekistan Pavilion was a moving stage that transports visitors between floors while being fully immersed in projection content. For the Luxembourg Pavilion, a key highlight of their scope was the development and delivery of custom-made LED screens, manufactured specifically for the project to meet unique design and spatial requirements.
Switzerland’s Pavilion is driven by three key themes: life, planet, and augmented human
Beyond full-scale delivery, BeWunder’s partner mindset allowed them to provide targeted technical and consultancy services. For the Portugal Pavilion, they acted as a consultant, offering feasibility studies and value engineering to align design intent with budget and technical feasibility. Similarly, for the UAE Pavilion, BeWunder served as a media hardware planner, responsible for the design and specification of all AV technology. This comprehensive range of services ensures that every client, regardless of their specific needs, can bring their creative vision to life.
