UK Pavilion, Expo 2025 Osaka
The UK Pavilion at Expo 2025 Osaka was the United Kingdom's national pavilion, with the experience led by Immersive International and its creative direction co-led by Anton Kononov as part of the studio's creative leadership team. It was the country's first content-driven world expo pavilion, with WOO Architects and ES Global on the building, and over one million people visited.
The UK Pavilion at Expo 2025 Osaka was the United Kingdom's first content-driven world expo pavilion. Immersive International led the experience, with WOO Architects and ES Global on the building; Anton Kononov co-led its creative direction as part of the studio's creative leadership team.
The core of the pavilion was a twenty-minute journey through British innovation, from Ada Lovelace to artificial intelligence, guided by Pix, an AI-enhanced character. Projection mapping, responsive lighting and presence-reactive elements carried the story, and the structure was built fully demountable so it could be relocated after the Expo.
The pavilion welcomed over one million visitors across the six months, with English gardens and hospitality spaces extending the experience beyond the exhibition.
Coverage: AV Magazine, "Planting a flag with AV at Expo 2025, Osaka, Japan" (October 2025; the cover feature of the October/November 2025 print issue), with Anton Kononov quoted on the pavilion's media systems.
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