Kuwait Pavillion World Expo Osaka 2025Nüssli

Appointed as creative consultant for Kuwait's national presence at Expo Osaka 2025 by KOOK creative studio, I led the creative vision across every public-facing touchpoint, from digital and outdoor advertising campaigns to on-ground event production. This included art directing the audiovisual and artistic video content projected onto the pavilion's façade, shaping how Kuwait was seen and felt by millions of visitors. The work extended from the largest scale a national pavilion on the world stage to the smallest detail, including the visual identity applied to the fleet on the ground.

The Concept

Kuwait's presence at World Expo 2025 Osaka needed to do more than represent a nation: it needed to translate an entire identity for a global, largely unfamiliar audience. Leading the team at Kook we built the narrative foundation around "Desert and Sea", a theme rooted in Kuwait's geography, and positioned the country as a lighthouse of guidance bridging deep-rooted heritage with a forward-looking vision. The story wove together civilizational milestones — from the Kuwait Towers to the founding of the Gulf Cup in 1970 and the Kuwait Fund for Arab Economic Development — into a single, coherent thread. Every visual and written element, from pavilion signage to exhibition text, was built bilingually in Arabic and English, giving international visitors, delegates, and media an immediate, legible entry point into Kuwait's culture, economy, and ambitions on one of the world's largest diplomatic and cultural stages.