The Netherlands Pavilion
World Expo 2025 for Netherlands Enterprise Agency and AND B.V.
The Netherlands Pavilion invites global audiences to explore the nation's historic shift from resisting water to embracing it as an ally in clean energy, climate adaptation, and sustainable living. Its story-driven design seamlessly connects architecture, spatial layout, and visitor engagement. From the disassemblable architecture to the interactive journey with the Orb, a glowing sphere that guides visitors and activates installations, it creates an immersive experience that reveals how water continues to shape the Netherlands.
Download Press Kit № 174120
Download Press Kit № 174120 World Expo 2025 for Netherlands Enterprise Agency and AND B.V. by Netherlands Enterprise Agency & AND B.V. to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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World Expo 2025 by Netherlands Enterprise Agency amp AND B V
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Netherlands Enterprise Agency amp AND B V The Netherlands Pavilion
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Netherlands Enterprise Agency amp AND B V World Expo 2025
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Unique Properties
The pavilion's uniqueness lies in its story-driven design. Every element from spatial layout to visitor interaction is crafted to immerse guests in a coherent narrative. Each visitor receives an Orb, a unique storytelling device that powers a range of interactive installations throughout the pavilion including The Main Show, the world’s first AI-generated 360° dome film. The architecture itself is also a part of the narrative and designed for disassembly, allowing all components to be reused after the exposition.
Tags
Immersive Experience, Interactive Installations, Common Ground, Netherlands Pavilion, Circular Building, Multisensory Storytelling, Experience Design, World Expo 2025
Production Technology
Notable installations showcasing cutting-edge technology include the 360° dome film created entirely with generative AI. It explores the Netherlands’ deep connection to water, through conceptual visuals that would traditionally rely on CGI and VFX-intensive post-production. Designed with specific focal points to minimise motion sickness, the experience is enhanced by the Orbs, which synchronises via infrared to flash coordinated colours and patterns, adding a tactile layer to the immersion.
Design Challenge
The biggest challenge was translating complex technical innovations into clear, engaging narratives for a broad audience. Balancing accuracy with accessibility required careful consideration. Internally, selecting cases that aligned with the Pavilion’s narrative and supported Netherlands-Japan political and economic relations was demanding. Externally, legal constraints, production feasibility, and limited public awareness of emerging technologies posed significant obstacles.
Project Duration
The project started in May 2023 in the Netherlands and completed in April 2025 in Osaka, and has been exhibited at the World Expo 2025 in Osaka from April 13th to October 13th.
Operation Flow
The Netherlands Pavilion offers an immersive journey powered by storytelling using interactive technology. Each visitor begins experience by activating the Orb at the Check-In Mirror. As they move through space, the Orb guides and responds to their presence. At the Pledge Station, visitors step into a circle to co-create a generative artwork of synchronised light and sound. This collective moment transforms the pavilion’s message into a shared, memorable call to action.
Research
A core focus of the design research for the Netherlands Pavilion was to explore Dutch water-related innovations. The goal was to identify cutting-edge technologies with global significance particularly for Japan. Through extensive research and expert collaboration, data was collected via meetings, workshops and reviews. Using interviews, documentation, and prototyping, the research revealed top innovators and shaped ways to clearly communicate complex technology to a broad audience at Expo 2025.
Inspiration
The Netherlands Pavilion is inspired by the nation’s historic shift from resisting water to embracing it as an ally in clean energy, climate adaptation, and sustainable living. This transformation forms the basis of a narrative that shows how innovation and collective action can shape a better future. At its heart is the concept of Common Ground, a mindset forged through centuries of Dutch water management. This spirit drives the design, seamlessly uniting both interior and exterior.
Image Credits
Copyrights and IP of the Guest Experience and Media belong to Tellart. Main Image #1: Photographer Zhu Yumeng, Optional Image #1: Photographer Tellart, Optional Image #2: Photographer Zhu Yumeng, Optional Image #3: Photographer Tellart, Optional Image #4: Photographer Tellart. Video Credits: Tellart
Project Overview
The Netherlands Pavilion World Expo 2025 has been a Platinum winner in the Event and Happening Design award category in the year 2025 organized by the prestigious A' Design Award & Competition. The Platinum A' Design Award is recognized for honoring designs that stand at the forefront of creativity and innovation. It is the highest accolade bestowed by the A' Design Awards, acknowledging works that blend remarkable innovation with impactful societal contributions. These designs not only showcase exceptional artistic and technical proficiency but also highlight their creators' commitment to advancing the boundaries of art, science, design, and technology. Recipients of this award are celebrated for their role in shaping the aesthetics and trends of our time, contributing significantly to the enhancement of quality of life and promoting sustainable development.
Platinum Recognition
Netherlands Enterprise Agency & AND B.V. was recognized with the coveted Platinum A' Design Award in 2026, a testament to excellence of their work The Netherlands Pavilion World Expo 2025.
Netherlands Enterprise Agency & AND B.V. Newsroom
Discover outstanding design and award-winning initiatives in the Netherlands Enterprise Agency & AND B.V. Newsroom.
