insglück Creates a Striking Exhibition Experience with „Visionary Lighthouse“
Osaka, Japan, April 17, 2025 – Amid significant media presence, the Kuwait Pavilion at Expo 2025 in Osaka opened its doors, offering visitors a unique, visually striking Expo experience until October 13, 2025. Curated by the creative agency insglück, the two-story pavilion, spanning over 3500 m², invites guests to immerse in Kuwait’s rich history, culture, and nature, experiencing the people, their dreams, and visions up close.
Aligned with the World Expo 2025’s theme „Designing Future Society for our Lives“, the lighthouse concept serves as a symbol of Kuwait’s role as a visionary beacon of Arab culture, art, and society. It invites exploration of Kuwait’s cultural diversity and aspirations, engaging actively in shaping the future.
„The pavilion offers an unforgettable journey through the past, present, and future of the country. Across four exhibition rooms, visitors embark on a fascinating journey into the ambitious future of the Gulf state. Multisensory exhibits, interactive spatial designs, and an impressive finale with a gigantic exploratory dome projection transform the visit into an innovative, emotionally engaging experience,“ explains Detlef Wintzen, Creative Lead for the exhibition.
The exhibition journey begins with the „Pearl of Perception“, a captivating pre-show featuring a novel 4D ride as its highlight. Guests experience an inspiring time journey through Kuwait’s secrets and historical developments on a gigantic pearl. This impressive overture is intensified by atmospheric projections and multisensory effects, creating an immersive experience with a dome room featuring 360-degree reflective surfaces and physical effects like warmth and wind.
Next is „Dawn in the Desert“, an equally impressive experience, bringing to life Kuwait’s rich past as a trading center and cultural hub. Visitors can uncover traces of past cultures and discover the impressive diversity of Kuwait’s wildlife. The innovative exhibition includes the AI-based „Voice of Wisdom,“ providing historical insights into Kuwait’s way of life and highlighting traditional values.
The „People & Culture Room“ focuses on the people of Kuwait. Alongside a gigantic interactive wall designed like a tableau of Kuwaiti society, visitors encounter selected personalities and projects. This interactive area invites playful exploration of the country’s multifaceted culture, economy, and science.
The journey culminates in the „Visionary Lighthouse“, encouraging visitors to share their visions for the future. Using „Wish machines“ wishes can be sent as individually AI-generated stars into the night sky over the desert. Lying in the dunes, visitors experience the spectacle of the mixed media show on „Kuwait Vision 2035,“ complemented by their own wishes, impressively showcased on the dome projection.
Christian Poswa, CEO of insglück, expresses enthusiasm: „The Kuwait Pavilion has become both architecturally and conceptually an impressive highlight – embodying Kuwait’s role as a visionary beacon. Together with our client and partners, we have created an Expo experience that impressively reflects Kuwait’s spirit and heritage, captivating millions of visitors in Osaka.“
In the past, insglück has captivated with creative Expo projects. The creative agency was involved in the conception and implementation of the German Pavilion at Expo 2017 in Astana, Kazakhstan, and the Kazakh Pavilion at Expo 2020 in Dubai, United Arab Emirates. Recently, it was responsible for the conceptual design of the German garden at the Floriade Expo 2022 in Almere, Netherlands.
The Team Behind the Ambitious Project
The NÜSSLI Group is responsible as the general contractor for building the Kuwait Pavilion. LAVA designed the architecture, while insglück was responsible for the conceptual content and exhibition design. The team was supported by schlaich bergermann partner for structural engineering, and by Japanese architect Tokuoka Sekkei and the Japanese construction company Mugishima Construction.
Press contact: Urte Peter, PR & Communications, insglück Gesellschaft für Markeninszenierung mbH, Bülowstraße 66, D-10783 Berlin, Phone: 0049 (0)30 4000 68 60, u.peter@insglueck.de, insglueck.com
