The United Kingdom Pavilion at Expo 2025 Osaka has opened its doors as a ‘story-driven’ experience illustrating the shared history of the UK and Japan.
The government-commissioned building, designed by Immersive International, houses an experiential environment combining projection mapping, responsive lighting, spatial audio, and interactive elements to communicate British accomplishments in an idiosyncratic manner.
The hi-tech approach will deliver a fresh take on a shared cultural heritage, such as a famous 1983 Nessie hunt conducted by Emperor Naruhito on a visit to the Highlands while studying at Oxford’s Merton College.
This includes a central exhibit inviting expo-goers to ‘Come Build the Future’ in a new era of creative collaborations. The experiential attraction centres on PIX, a low-resolution mascot modelled on the block-style architecture of the pavilion itself. Acting as a host for visitors, the animated character can morph into iconic British objects while serving as a guide.
Project director Tommy Lexen, managing director at Immersive International, commented: “PIX symbolises the UK’s spirit of imagination and transformation. He’s a playful building block – both literal and figurative – showing how individuals, like pixels, can come together to create something far greater. He speaks to our belief that powerful ideas often start small, and that creative energy is a shared force. Whether you’re five or eighty-five, PIX reminds you that you too can shape the future.”
The pavilion was created by design and build delivery partner ES Global, who engaged Woo Architects to design a fully demountable and reusable structure, with help from other partners, including Atelier Ten.