play pause drag click
preloader image Expo 2020 UK Pavilion
Project
EXPO Dubai 2020 - UK Pavilion
Client
Government of the United Kingdom
Location
Dubai (UAE)
Location
Dubai (UAE)

Describing a nation through poetry

Avantgarde has delivered the UK pavilion at the 2020 Expo in Dubai, which is already on the must-see list for visitors and one of the most Instagrammed backdrops at the show.

preloader image UK PAVILION EXPO 2020 ES DEVLIN PHOTO BY RY GALLOWAY
play

What was the challenge? To create an experience, an identity and an emotion for the UK as it looks to become a new independent global entity and at the same time celebrate the country’s established expertise in the area of AI.

Working with world renowned artist and designer, Es Devlin, we proposed to create a totally inclusive experience which invited every visitor to contribute to the story.

preloader image Expo 2020 UK Pavilion

A story revealed as a collective message scrolling across the dramatic 20m high façade.

preloader image UK PAVILION EXPO 2020 ES DEVLIN 14 PHOTO BY ALIN CONSTANTIN PHOTOGRAPHY

This message was written in poetic form by a sophisticated algorithm which was trained by reading and analyzing thousands of contemporary poems.

Every visitor selected a word that represents the quality they value most about being human. These words enter the pavilion and are presented within the contemplative heart of the structure. The algorithm then builds these words into an ever-growing homage to humanity.

Avantgarde led a design and creative team of over 100 experts, across architecture, engineering, graphic and digital design, music, poetry and AI.

preloader image AVA_EXPOtour-164
preloader image AVA_EXPOtour-170

Cases