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Immersive International has been appointed by His Majesty’s Government (HMG) as Concept and Lead Experiential Designer of the UK Pavilion at Osaka Kansai Expo2025, following six months of concept development.

The global experiential design studio, run by Brit John Munro and with global headquarters in London, was selected as Concept Designer in April after an open competition, with a narrative-based vision for the UK’s first major content-led World Expo Pavilion.

They will now realise this ambitious vision as the UK Pavilion’s lead experiential designer; producing world-class interactive Pavilion content.

Immersive International has forged a reputation for exceptional experiential pavilion design at previous World Expos, from crafting iconic content sculptures for Expo 2015 Milan to the acclaimed, narrative-rich, content-led Mobility Pavilion at Expo 2020 Dubai, which remains operational today. Immersive International’s innovative approach at Expo Dubai laid the groundwork for the ambitious, content-led concept of the UK Pavilion at Expo2025 – a tribute to the British spirit and an approach informed by the UK’s world-leading role in arts, culture and entertainment.

Last year’s art collaboration “50-50” with the UN Environment Programme underlines Immersive International’s track record of marrying innovation with responsibility, crafting experiences that both engage and inspire. As they gear up for the UK’s next pavilion, the environmental goals, steered by John Munro, showcase their commitment to sustainability and potential future collaborations.

Immersive International is now joined by a world-class team including ES Global who will utilise cutting-edge, energy-efficient technologies to ensure the Pavilion is both awe-inspiring and sustainable. And Turner & Townsend who will support DBT with contractor management ensuring the UK Pavilion’s successful delivery. Alchemy have worked with Immersive International since winning the Concept Design as Design Management & Cost Consultancy Partner and will be moving forward with the team.

Immersive CEO and Chief Creative Officer John Munro said:

“We are honoured to partner with His Majesty’s Government, ES Global, and Turner & Townsend on the UK Pavilion at Expo 2025. Immersive International is proud to celebrate and inspire based on the UK’s strengths of creating the world’s best cultural experiences. We will do this at Expo with an unprecedented focus on spectacular, innovative content that makes the Pavilion more than a building: an unforgettable experience.

Our vision for a sustainable, content-led pavilion started with creating partnerships with some of the UK’s leading thought-leadership, social impact and science research institutions that are tackling the biggest challenges facing the world today. These together with a handful of other great collaborators including our long-term design management and cost consultancy partner Alchemy, are key to our mission of creating an impactful experiential pavilion that is authentic to Expo’s key themes and celebrates British ideas.”

Immersive International is renowned for creating world-class experiences, creative master-planning and its cutting-edge approach to innovative technology at global events. Previous projects include the London 2012 Olympic Games, FIFA World Cup 2014, World Expos in Milan and Dubai, and the Smithsonian National Air and Space Museum in Washington DC, as well as projects for the UN, WWF, BMW and TopGolf.