The most senior leadership of the UAE partnered with leading experience design studio Tellart and experience architects Kossmanndejong to create the guest journey for the United Arab Emirates’ Host Pavilion at Expo 2020 Dubai – ‘The Land of Dreamers Who Do’.
The team united to integrate deep research, story, form, technology and physical scenography into the host country’s display celebrating the country’s past, present and future, which is housed within a magnificent building designed by famed Spanish architect Santiago Calatrava.
We collaborated with numerous talented UAE-based and international cultural innovators including Matthew Herbert, YesYesNo, Lest We Forget, Nexus Studios and Onionlab.
We designed an installation that represents trading not just as something that sustained life but also as a significant exchange of knowledge, language, and culture. We did exhaustive research and we selected 42 different objects from different regions that represent their cultures.
Crossroads portrays a choreography of the trading history and the powerful journey via trade routes. It shows the key figure that the United Arab Emirates has been throughout the years in relation to other regions of the world.
The routes that are projected on the sand represent the exchange between different regions. The powerful light effect over the 700 objects is achieved through a precise projection mapping and it depicts the interchange between these areas.
Director: Aleix Fernández
Producer: Laia Alabart
Research: Neith Sentis, Laia Alabart
Graphic designer: Berta González, Jorge Rivera
3D Artists: Adam Alsina, Federico Morrison, Santiago Morrison, Alessio Chinni
Sculpture design: External Reference
Sculpture manufacture and assembly: Oxido Studio and Acciona Cultural Engineering
AV technical study: Lloc Audiovisuals
Sound design: Matthew Herbert and Resonate