近日，英国政府商务与贸易部（Department for Business and Trade）正式揭幕了2025年大阪世博会英国馆，以大胆而富有故事性的体验方式，重新定义国家在世界舞台上的展现方式。英国馆自2025年4月13日至10月13日对公众开放，为期六个月，向全球观众全面展示英国在创意、创新与国际合作方面的独特魅力。
图片：Allan Abani / Immersive International / ES Global
这是英国首次以完整叙事为核心打造的世博会展馆 -- 一个充满情感、沉浸感与启发性的空间，旨在让每一位参观者都能心有所感，收获启迪。
图片：Allan Abani / Immersive International / ES Global
英国馆由国际知名体验设计公司 Immersive International 负责整体策划与创意实现。展馆打破传统静态展示的模式，通过投影映射、智能灯光、立体空间音效及互动式游戏化设计，以“故事为先”的理念打造动态变化的沉浸场景，技术与情感的完美融合，让观众仿佛置身于一个“活”的英国创意网络中。
图片：Allan Abani / Immersive International / ES Global
“共创未来（Come Build the Future）” 是英国馆的核心体验项目。这一场为时20分钟的沉浸式旅程，让观众不再只是参观者，而是真正的参与者。该体验展现了英国如何跨文化合作，共同塑造未来。通过虚实结合的手法，英国馆邀请观众在情感、思想与互动之中，参与一场关于“共创”的探索之旅。
图片：Allan Abani / Immersive International / ES Global
Immersive International首席执行官兼首席设计师John Munro表示：
“这座展馆是我们‘体验规划’理念的缩影。我们打造的是一种情感体验，这样的体验才能给触动人心。我们始终坚信，故事是核心，技术是推动故事化的助力，是让创意变为体验、让空间变为记忆的关键。在这里，参观者不仅是了解英国创新，更能切身体会、产生共鸣。我们希望展馆本身就是一个鲜活的、有生命力的地方，人们愿意再次造访，并感受到自己正参与在这个创意和故事中。”
英国馆故事的主线围绕一对日本父女——健二与女儿芽衣展开。女儿芽衣邂逅了一位名为皮克斯 (PIX) 的活泼、可变形的像素小伙伴，在其引导下踏上了一段想象力十足的旅程，探索英国的创意与创新精神。这个故事正是英国馆核心信息的体现：创意与协作，能够将微小的灵感火花转化为改变世界的伟大构想。
图片：Allan Abani / Immersive International / ES Global
皮克斯 (PIX) 的设计灵感源自英国馆像素化的建筑外观，它既是角色也是隐喻。作为可变形的象征角色，皮克斯 (PIX) 能够幻化成各种英国标志性元素，跨越语言、跨越年龄与所有观众建立情感连接，成为串联整个体验的灵魂角色，特别受到儿童与家庭群体的喜爱。同时，他也象征着每一位参观者都是英国创意之旅的共创者。
图片：Allan Abani / Immersive International / ES Global
Immersive International董事总经理兼项目总监Tommy Lexen表示：
“皮克斯 (PIX) 象征着英国想象力与转变的精神。他是一块‘共创未来’的像素积木——寓意个体如同像素一般，汇聚起来就能创造伟大。他传递了我们的信念：强大的创意往往起源于微小的灵感，而创造力是一种共享的能量。不论你是五岁还是八十五岁，皮克斯 (PIX) 都在提醒你——你也可以塑造未来。”
图片：Allan Abani / Immersive International / ES Global
英国政府于2023年3月委任 Immersive International 担任英国馆的创意总策划与总设计师。随后，英国商务与贸易部委任 ES Global 为展馆的设计与建造承包商，并由 WOO Architects 将Immersive International 的概念转化为建筑实景。两者共同打造出一座结构精巧、模块化、可拆卸并可循环使用的展馆建筑典范，为Immersive International 的内部展陈与叙事打造了完美空间。
在整个项目中，英国政府始终与创意、技术及执行团队紧密协作，建立了高度协同的文化，为展馆实现雄心目标提供了坚实保障。
英国商务与贸易部 (Department for Business and Trade)，2025大阪世博项目总负责人Ceri Owen-Bradley 表示：
“从最初的构想到如今的落成，这座英国馆始终是一场跨领域的协作结晶。我们与Immersive International、ES Global和WOO Architects并肩作战，汇聚来自英国各地的创意与技术精英，这种密切的合作关系，是推动英国馆实现目标的关键。”
这一合作精神从概念阶段便已确立，多家重要合作伙伴为英国馆的构建提供了宝贵支持，包括：Alchemy、AndArchitects、英国皇家艺术学会（Royal Society of Arts）、 Atelier One、 Atelier Morf、Atelier Ten、 Movement Strategies、Magnopus 和 KLH Sustainability。这些合作伙伴的共同参与，为英国馆的整体愿景注入多元思考与专业视角。
英国馆总代表Carolyn Davidson表示：
“打造一座以内容为核心、为全球观众带来难忘体验的英国馆，并鼓励更多人来英国访问、学习、投资与合作，一直是我们的使命。这个引人入胜、极具情感张力的旅程，充分展现了英国的精神所在。我们诚挚邀请大家来到英国馆，与我们一起共创未来。”
媒体备注
关于Immersive International
Immersive International是一家领先的全球创意与创新设计工作室，专注于体验式总体策划、文化场域塑造、空间叙事与创意技术融合。该工作室汇聚全球顶尖的创意与技术人才，打造面向未来的沉浸式体验。二十余年来，Immersive International不断突破体验设计的边界，项目涵盖奥运会开幕式、巡演级体育场秀、主题乐园永久设施、世界博览会展馆、互动博物馆装置及特大型文化项目。
关于英国馆
开放时间2025年4月13日至10月13日，英国馆每日开放时间为上午9:00至晚上21:00。
“共创未来”沉浸式展览踏上一段探索英国文化、历史与创新的非凡旅程。穿梭于英国各大城市之间，揭开迷人历史的面纱，并发掘我们共同创造未来的无限可能。
餐厅英国馆一层设有观景餐厅，宾客可在此享用来自英国各地的特色美食。从英式炸鱼薯条与下午茶，到融合风味的咖喱鸡块与“英式便当”，美味尽在其中。
露台酒吧在英国馆露台酒吧小憩片刻，享受泻湖美景与英式气泡酒，为您的世博之旅增添惬意。
纪念品商店纪念品店提供丰富商品，包括吉祥物皮克斯（PIX）相关趣味商品、“英国精选”系列食品饮料及以英国经典形象为灵感的纪念品等，是游客选购伴手礼的理想去处。
UK Pavilion at Expo 2025 Osaka Opens with Groundbreaking Immersive Storytelling Experience
Osaka, Japan – 15 April 2025: The United Kingdom has unveiled its Pavilion at Expo 2025 Osaka - a bold, story-led experience that redefines how nations present themselves on the world stage. Commissioned by the UK Government’s Department for Business and Trade, the UK Pavilion runs from 13 April to 13 October 2025, offering a six-month journey into British creativity, innovation, and collaboration.
This marks the UK’s first fully narrative-driven World Expo showcase - an emotive, immersive experience designed to leave visitors inspired and uplifted.
The UK Pavilion experience was conceptualised and realised by Immersive International, the experiential masterplanning studio behind its ambitious creative vision. The experience creates an environment that is never static - a story-first approach brought to life through a blend of projection-mapped environments, responsive lighting, layered spatial audio, and interactive gamification. The studio’s use of innovative technologies has been carefully orchestrated to produce an emotional connection and the feeling of being in the UK's living, breathing network of ideas.
Visitors embark on “Come Build the Future” – a 20-minute immersive journey where they are active participants, showing how the UK works in partnership across cultures to shape what’s next. By merging physical and digital worlds, the Pavilion invites guests to feel, think, and play their way through a message of collaboration and creative action.
John Munro, CEO of Immersive International and Principal Designer, said: “This Pavilion is really a snapshot of how we approach experience masterplanning. We have built an experience that speaks to people on an emotional level - one that lingers long after they leave. Our approach at Immersive has always been about storytelling first. Technology is the amplifier. It’s what turns ideas into encounters, and space into memory. The Pavilion is a place where visitors don't just learn about British innovation - they feel it. They see themselves in it. We always try to make places that feel alive - places that people want to come back to because they feel part of something bigger, and a space they can connect in.”
At the heart of the experience is the journey of Kenji, a Japanese father, and his daughter Mei, who stumble upon PIX - a playful, shape-shifting character who guides them through imaginative scenes showcasing the UK’s creativity and innovation. Their adventure mirrors the Pavilion’s central message: that creativity and collaboration can transform small sparks into world-changing ideas.
Inspired by the Pavilion’s own pixelated architectural form, PIX is both a character and a metaphor. His ability to morph into familiar forms and iconic British objects - while connecting with guests across languages and generations - makes him the emotional thread that ties the Pavilion together. Designed especially to resonate with children and families, PIX invites visitors to become co-authors in the UK’s creative journey.
Tommy Lexen, Managing Director at Immersive International and Project Director, said: “PIX symbolises the UK’s spirit of imagination and transformation. He’s a playful building block - both literal and figurative - showing how individuals, like pixels, can come together to create something far greater. He speaks to our belief that powerful ideas often start small, and that creative energy is a shared force. Whether you're five or eighty-five, PIX reminds you that you too can shape the future.”
The original concept and creative direction of the UK Pavilion was awarded to Immersive International in March 2023. Once the concept was defined, DBT appointed ES Global as the Pavilion’s design-and-build delivery partner. ES Global engaged WOO Architects to translate Immersive’s original vision into the Pavilion’s physical structure. Together, ES Global and WOO realised a striking, modular structure that balances form and function – designed to be fully demountable and repurposable after the Expo. Their work transformed the pavilion concept into a built reality, ensuring the Pavilion stands as a benchmark in sustainable exhibition design as well as providing a canvas for Immersive’s interior exhibition and storytelling.
Throughout the project, the UK Government has worked side by side with the creative, technical and delivery teams - fostering a unique collaborative culture to bring out the best in each partner.
Ceri Owen-Bradley, Director & SRO for the UK at Expo Osaka 2025, Department for Business and Trade, said: “From day one, this Pavilion has been a truly collaborative effort. We’ve worked hand-in-hand with Immersive International, ES Global and Woo Architects, bringing together creative and technical expertise from across the UK. This close teamwork and shared creativity have been essential to achieving the Pavilion’s ambitious goals.”
This spirit of cooperation was established from the initial concept-stage with key contribution partners including Alchemy, AndArchitects, The RSA, Atelier One, Atelier Morf, Atelier Ten, Movement Strategies, Magnopus, and KLH Sustainability - whose input helped shape the Pavilion’s integrated vision from the ground up.
Carolyn Davidson, Commissioner General for the UK at Expo 2025 Osaka, commented: “Creating a content-first Pavilion that delivers an unforgettable experience - and encourages people to visit, study, invest in, and collaborate with the UK - has been our guiding mission. This impressive, engaging journey showcases the very best of what the UK has to offer. I encourage everyone to visit and Come Build The Future with us.”
ABOUT IMMERSIVE INTERNATIONAL
Immersive International is a boutique global design and innovation studio working at the forefront of experiential masterplanning, cultural placemaking, spatial storytelling and creative technologies. The studio brings together the best creative and technical talent in the world to build future-proof experiences that will entertain, engage and inspire the audience of the future.
For over two decades, Immersive International has pushed the boundaries of what is possible within live shows, experience design, location-based entertainment, and cultural placemaking. Our portfolio includes opening ceremonies for the Olympic Games, touring stadium shows, permanent theme park attractions, world expo pavilions, experiential museum installations, and giga projects.
About the UK Pavilion
Opening Hours
From 13 April - 13 October 2025, the UK Pavilion will be open to the public from 09:00 -21:00, every day.
Come Build The Future Visitor Exhibition
The UK Pavilion at Expo 2025 Osaka invites you on an unforgettable journey through British culture, heritage, and innovation. Come and explore our interactive and immersive exhibition through the UK's vibrant cities, uncover our fascinating history, and discover the exciting opportunities awaiting us all in a future we can build together.
Restaurant
Found on the ground floor of the UK Pavilion with views over the gardens, visitors can choose from a host of options at our restaurant. The UK Pavilion’s menu offers the chance to sample delicacies from every corner of the UK. Choices will include traditional UK dishes such as fish and chips and afternoon tea, as well as something a little different – chicken tikka masala curry or Ploughman’s Bento (a selection of British cheeses and pickles).
Terrace Bar
The perfect place to take a break from exploring Expo – enjoy a well-earned drink at our bar. With views that overlook the lagoon, the UK Pavilion’s bar is the place to be. Relax and sit back, treat yourself to some English sparkling wine, and take in the stunning views from the comfort of the UK Pavilion.
Gift Shop
The UK Pavilion gift shop will offer a range of products, from fun items featuring our mascot, PIX, to our selection of ‘Best of British’. Choose from an array of UK food and drink offerings and memorabilia inspired by famous UK-characters.
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