Immersive International announced as lead design agency for UK pavilion at Expo 2025, Osaka

Immersive International has been appointed by His Majesty’s Government (HMG) as concept and lead experiential designer of the UK Pavilion at Osaka Kansai Expo 2025, following six months of concept development.

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

Immersive International has experience of pavilion design at previous World Expos, from crafting content sculptures for Expo 2015 Milan to the, 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 Expo 2025 – a tribute to the British spirit and an approach informed by the UK’s world-leading role in arts, culture and entertainment.

ES Global will also work on the project using energy-efficient technologies to ensure the pavilion is sustainable. Turner & Townsend will support DBT with contractor management to ensure the UK Pavilion’s successful delivery.

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.” The focus, he said, would be 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’s 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.