Insignia Worldwide leads design and storytelling at the Saudi Pavilion in Osaka.
As World Expo 2025 opens its doors in Osaka, Japan, Insignia Worldwide has been revealed as the company leading the visitor experience design and strategy for the Saudi Arabian National Pavilion. A specialist in nation-building initiatives, Insignia Worldwide is a design and experience firm responsible for conceiving the Pavilion’s immersive content and experience program, overseeing live cultural events, and curating the retail and merchandising offerings.
Following a competitive pitch three years ago, directed by Saudi Arabia’s Ministry of Culture, the Dubai-based company was appointed to work alongside renowned architects Foster + Partners to define and position Saudi Arabia’s deep traditions alongside its bold transformations.
Cutting-edge storytelling with projection and haptics
Guided by the theme “An Epic Journey of New Discoveries,” Insignia Worldwide has crafted a compelling, multi-dimensional narrative offering visitors a multi-sensory perspective on Saudi Arabia’s past, present, and future. The story presents a young, dynamic society rooted in rich cultural heritage and actively shaping the future.
From the intelligent design of historic urban dwellings to the rise of cosmopolitan cities and visionary mega projects, the Pavilion explores Saudi Arabia’s contributions to conservation and innovations across space exploration, sports, energy, and genetics. The immersive content combines panoramic screens, projection mapping, physical artifacts, and haptic sound systems. At the Pavilion’s core are two cultural studios and a vibrant courtyard, which host live performances and spotlight the Kingdom’s emerging creative talent.
Over 700 live performances scheduled across six months
Over the course of six months, Expo 2025 Osaka is expected to welcome more than 25 million visitors. The Saudi Pavilion will stage over 700 live performances designed to educate and entertain. Honoring its setting in Japan’s culinary capital, the Pavilion also features a restaurant offering tasting menus that highlight Saudi Arabia’s diverse gastronomy. Visitors can conclude their journey at the Saudi Souk, where exclusive mementos echo the Pavilion’s immersive journey through alleys, courtyards, and galleries.
Culinary tastings and cultural showcases in every corner
Gaurav Sinha, CEO of Insignia Worldwide, commented: “Working across multiple ministries, government entities, and critical national initiatives, we realized that the Expo platform is ideal for telling the story of a nation proud of its heritage yet committed to shaping a better future—through dynamic urban design, coral conservation, genome mapping, and sports innovation, all woven into the rich tapestry of the Kingdom’s culture.”
He added, “We also wanted to highlight the remarkable similarities between Japan and Saudi Arabia—both nations share a deep respect for culture, heritage, and nature, along with a forward-looking passion for innovation. The Saudi Pavilion at Expo 2025 Osaka stands as a testament to this shared spirit and offers a glimpse of what the world can expect at Riyadh Expo 2030.”
To bring this vision to life, Insignia Worldwide commissioned a select roster of partners and suppliers to deliver key content elements and event activations, ensuring a seamless and world-class Pavilion experience.
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