BRC Imagination Arts faced a tall order when it was selected as the experience designer of the USA Pavilion, Expo 2010 Shanghai at the Shanghai World Expo 2010.
BRC’s mission was to conceptualize and bring to life an emotional, sensory experience that would capture the hearts and imagination of the seven million guests who would visit the USA Pavilion, Expo 2010 Shanghai. To achieve this goal, BRC grounded the USA Pavilion experience around “extending the hand of friendship” between the United States and all who visit the pavilion. The experience encouraged visitors to celebrate values shared by both the US and China, such as mutual respect, innovation and collaboration. It inspired them to consider how the two countries can work together to improve the world.
The USA Pavilion opens the door to the United States, inviting guests on a journey across four distinct show spaces. Each area showcases optimism, innovation and collaboration – values that America and China share. For example, Act 2 tells the story of how a young girl, armed with imagination and determination, moves her urban neighborhood to reinvent itself. Dovetailing with the Expo’s overall theme, “Better City, Better Life,” the story highlights the importance of sustainability and the opportunity to achieve common goals through collaboration.
BRC’s mission was to conceptualize and bring to life an emotional, sensory experience that would capture the hearts and imagination of the seven million guests who would visit the USA Pavilion, Expo 2010 Shanghai. To achieve this goal, BRC grounded the USA Pavilion experience around “extending the hand of friendship” between the United States and all who visit the pavilion. The experience encouraged visitors to celebrate values shared by both the US and China, such as mutual respect, innovation and collaboration. It inspired them to consider how the two countries can work together to improve the world.
The USA Pavilion opens the door to the United States, inviting guests on a journey across four distinct show spaces. Each area showcases optimism, innovation and collaboration – values that America and China share. For example, Act 2 tells the story of how a young girl, armed with imagination and determination, moves her urban neighborhood to reinvent itself. Dovetailing with the Expo’s overall theme, “Better City, Better Life,” the story highlights the importance of sustainability and the opportunity to achieve common goals through collaboration.