UK Pavilion, Expo 2020 Dubai, UAE

Participation theme strategy and Client Creative Direction

The Expo 2020, Dubai, United Emirates’ theme is ‘Connecting Minds, Creating the Future’ is about the power of collaboration and partnership to create a better world.

The UK participation will consist of a self-build country Pavilion with an accompanying business and cultural programme.

As the first World Expo to take place in the Middle East, Africa, and South Asia, and the first to be hosted by an Arab country, the opportunities to connect with one of the most dynamic, young, and fastest growing regions in the world are immense.

The Expo will have ‘the world in one place’ with an expected footfall of 25million visitors from across the Gulf States and from all over the world including all of the UK’s key trading partners.

Christine Losecaat was appointed Client Creative Strategy Director & Procurement Adviser for the UK’s presence in Dubai.

Christine wrote and developed the UK’s participation Theme Statement – ‘Innovating for a Shared Future’ which serves as the framework for the nation’s participation, including the Pavilion design as well as the accompanying business and cultural programmes. 

She wrote the design brief and managed the international design competition which resulted in the appointment of Avantgarde heading a multi-disciplinary team featuring Es Devlin OBE as lead designer to deliver an outstanding 4,000 sq.m Pavilion, themed on Artificial Intelligence and Space using poetry.

Christine worked with a client stakeholder group from 6 co-funding UK government departments.