CAMPUS GERMANY – German Pavilion Expo 2020 Dubai
Best Thematic Exhibition, Event
Expo guests can expect a unique experience and an entertaining day. At first glance, the briefing for the German pavilion contradicts this idea: it is intended to show Germany's commitment to sustainability and present a large number of technical innovations. Often, such complex content can only be understood by experts. Resolving this contradiction was the main task in developing the pavilion. The guiding metaphor CAMPUS GERMANY offers a strong framework for this. It presents the pavilion as a place of research, exchange and encounter. Here, people – whether laypersons or experts – can actively participate and experience themselves as part of a large community committed to a sustainable future. The motto of the EXPO becomes reality in Campus Germany: “Connecting Minds, Creating the Future”. The guiding metaphor is stringently translated into architecture and visitor experience. Visitors go through an “enrolment”, an “introductory event” and a “curriculum” with three “labs” before celebrating their “graduation” together in the “Graduation Hall”. The strong clustering of content makes it possible to develop large, immersive spatial images. In these spaces, innovations and technologies are then translated into playful exhibits that provide fun entry points and spark interest behind the scenes. The pavilion’s intelligence IAMU plays targeted content of interest. The result is an emotional, participatory exhibition that is fun, conveys content and gives hope for a more sustainable future.