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499 Results
499 Results
In 2025 the World Expo opens in Osaka, Japan. Traditionally it is an event that brings together people and innovations from around the world in an effort to address issues facing humankind on a global scale. The goal of Expo 2025 is to contribute to the achievement of the Sustainable Development Goals (SDGs). The Netherlands is one of the participants with its own pavilion. But how can they uniquely position the Dutch participation to differentiate it from the other participating countries? What is the narrative behind the participation and inspires the identity and serves as a briefing for the pavilion?
After the successful cooperation for the World Expo in Dubai in 2021, KesselsKramer won the tender for the second time and got the chance to use its learnings to build an even bigger and better solution. It is inspired by the start of the exchange of trade and culture by the Dutch and Japan, exactly 425 years ago. Like the Expo now, an artificial island (the island of Dejima) formed the centerstage. A literal and spiritual ‘Common Ground’, bringing different people and ideas together to solve global challenges together.
This positioning formed the foundation and inspiration for a narrative and identity by KessesKramer. ‘Common Ground’ is symbolised by the orange dot that is also part of the official brand identity of the Netherlands. The positioning, narrative and identity served as inspiration for the pavilion by the consortium of RAU, Tellart, DGMR and Asanuma.
The name, identity and pavilion were first introduced in June 2023 at the official simultaneous PR launch in Osaka and The Netherlands with a teasing video.
Later we developed an elaborate identity and toolkit for the Dutch participation based on a design system and digital tool based on the orange dot, that can be used for all purposes; from wayfinding in the pavilion to social media campaigns to give-aways and more.
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