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近日，英國正式揭幕了2025年大阪世博會英國館，以大膽而富有故事性的體驗方式，重新定義國家在世界舞臺上的展現(xiàn)方式。英國館自2025年4月13日至10月13日對公眾開放，為期六個月，向全球觀眾全面展示英國在創(chuàng)意、創(chuàng)新與國際合作方面的獨(dú)特魅力。

圖片：Allan Abani / Immersive International / ES Global

這是英國首次以完整敘事為核心打造的世博會展館 -- 一個充滿情感、沉浸感與啟發(fā)性的空間，旨在讓每一位參觀者都能心有所感，收獲啟迪。

圖片：Allan Abani / Immersive International / ES Global

英國館由國際知名體驗設(shè)計公司 Immersive International 負(fù)責(zé)整體策劃與創(chuàng)意實(shí)現(xiàn)。展館打破傳統(tǒng)靜態(tài)展示的模式，通過投影映射、智能燈光、立體空間音效及互動式游戲化設(shè)計，以“故事為先”的理念打造動態(tài)變化的沉浸場景，技術(shù)與情感的完美融合，讓觀眾仿佛置身于一個“活”的英國創(chuàng)意網(wǎng)絡(luò)中。

圖片：Allan Abani / Immersive International / ES Global

“共創(chuàng)未來（Come Build the Future）” 是英國館的核心體驗項目。這一場為時20分鐘的沉浸式旅程，讓觀眾不再只是參觀者，而是真正的參與者。該體驗展現(xiàn)了英國如何跨文化合作，共同塑造未來。通過虛實(shí)結(jié)合的手法，英國館邀請觀眾在情感、思想與互動之中，參與一場關(guān)于“共創(chuàng)”的探索之旅。

圖片：Allan Abani / Immersive International / ES Global

Immersive International首席執(zhí)行官兼首席設(shè)計師John Munro表示：

 “這座展館是我們‘體驗規(guī)劃’理念的縮影。我們打造的是一種情感體驗，這樣的體驗才能給觸動人心。我們始終堅信，故事是核心，技術(shù)是推動故事化的助力，是讓創(chuàng)意變?yōu)轶w驗、讓空間變?yōu)橛洃浀年P(guān)鍵。在這里，參觀者不僅是了解英國創(chuàng)新，更能切身體會、產(chǎn)生共鳴。我們希望展館本身就是一個鮮活的、有生命力的地方，人們愿意再次造訪，并感受到自己正參與在這個創(chuàng)意和故事中?！?/p>

英國館故事的主線圍繞一對日本父女——健二與女兒芽衣展開。女兒芽衣邂逅了一位名為皮克斯 (PIX) 的活潑、可變形的像素小伙伴，在其引導(dǎo)下踏上了一段想象力十足的旅程，探索英國的創(chuàng)意與創(chuàng)新精神。這個故事正是英國館核心信息的體現(xiàn)：創(chuàng)意與協(xié)作，能夠?qū)⑽⑿〉撵`感火花轉(zhuǎn)化為改變世界的偉大構(gòu)想。

圖片：Allan Abani / Immersive International / ES Global

皮克斯 (PIX) 的設(shè)計靈感源自英國館像素化的建筑外觀，它既是角色也是隱喻。作為可變形的象征角色，皮克斯 (PIX) 能夠幻化成各種英國標(biāo)志性元素，跨越語言、跨越年齡與所有觀眾建立情感連接，成為串聯(lián)整個體驗的靈魂角色，特別受到兒童與家庭群體的喜愛。同時，他也象征著每一位參觀者都是英國創(chuàng)意之旅的共創(chuàng)者。

圖片：Allan Abani / Immersive International / ES Global

Immersive International董事總經(jīng)理兼項目總監(jiān)Tommy Lexen表示：

 “皮克斯 (PIX) 象征著英國想象力與轉(zhuǎn)變的精神。他是一塊‘共創(chuàng)未來’的像素積木——寓意個體如同像素一般，匯聚起來就能創(chuàng)造偉大。他傳遞了我們的信念：強(qiáng)大的創(chuàng)意往往起源于微小的靈感，而創(chuàng)造力是一種共享的能量。不論你是五歲還是八十五歲，皮克斯 (PIX) 都在提醒你——你也可以塑造未來?！?/p>

圖片：Allan Abani / Immersive International / ES Global

英國于2023年3月委任 Immersive International 擔(dān)任英國館的創(chuàng)意總策劃與總設(shè)計師。隨后，英國商務(wù)與貿(mào)易部委任 ES Global 為展館的設(shè)計與建造承包商，并由 WOO Architects 將Immersive International 的概念轉(zhuǎn)化為建筑實(shí)景。兩者共同打造出一座結(jié)構(gòu)精巧、模塊化、可拆卸并可循環(huán)使用的展館建筑典范，為Immersive International 的內(nèi)部展陳與敘事打造了完美空間。

在整個項目中，英國始終與創(chuàng)意、技術(shù)及執(zhí)行團(tuán)隊緊密協(xié)作，建立了高度協(xié)同的文化，為展館實(shí)現(xiàn)雄心目標(biāo)提供了堅實(shí)保障。

英國商務(wù)與貿(mào)易部 (Department for Business and Trade)，2025大阪世博項目總負(fù)責(zé)人Ceri Owen-Bradley 表示：

 “從最初的構(gòu)想到如今的落成，這座英國館始終是一場跨領(lǐng)域的協(xié)作結(jié)晶。我們與Immersive International、ES Global和WOO Architects并肩作戰(zhàn)，匯聚來自英國各地的創(chuàng)意與技術(shù)精英，這種密切的合作關(guān)系，是推動英國館實(shí)現(xiàn)目標(biāo)的關(guān)鍵?！?/p>

這一合作精神從概念階段便已確立，多家重要合作伙伴為英國館的構(gòu)建提供了寶貴支持，包括：Alchemy、AndArchitects、英國皇家藝術(shù)學(xué)會（Royal Society of Arts）、 Atelier One、 Atelier Morf、Atelier Ten、 Movement Strategies、Magnopus 和 KLH Sustainability。這些合作伙伴的共同參與，為英國館的整體愿景注入多元思考與專業(yè)視角。

英國館總代表Carolyn Davidson表示：

 “打造一座以內(nèi)容為核心、為全球觀眾帶來難忘體驗的英國館，并鼓勵更多人來英國訪問、學(xué)習(xí)、投資與合作，一直是我們的使命。這個引人入勝、極具情感張力的旅程，充分展現(xiàn)了英國的精神所在。我們誠摯邀請大家來到英國館，與我們一起共創(chuàng)未來?！?/p>

媒體備注

關(guān)于Immersive International

Immersive International是一家領(lǐng)先的全球創(chuàng)意與創(chuàng)新設(shè)計工作室，專注于體驗式總體策劃、文化場域塑造、空間敘事與創(chuàng)意技術(shù)融合。該工作室匯聚全球頂尖的創(chuàng)意與技術(shù)人才，打造面向未來的沉浸式體驗。二十余年來，Immersive International不斷突破體驗設(shè)計的邊界，項目涵蓋奧運(yùn)會開幕式、巡演級體育場秀、主題樂園永久設(shè)施、世界博覽會展館、互動博物館裝置及特大型文化項目。

關(guān)于英國館

開放時間2025年4月13日至10月13日，英國館每日開放時間為上午9:00至晚上21:00。

“共創(chuàng)未來”沉浸式展覽踏上一段探索英國文化、歷史與創(chuàng)新的非凡旅程。穿梭于英國各大城市之間，揭開迷人歷史的面紗，并發(fā)掘我們共同創(chuàng)造未來的無限可能。

餐廳英國館一層設(shè)有觀景餐廳，賓客可在此享用來自英國各地的特色美食。從英式炸魚薯條與下午茶，到融合風(fēng)味的咖喱雞塊與“英式便當(dāng)”，美味盡在其中。

露臺酒吧在英國館露臺酒吧小憩片刻，享受瀉湖美景與英式氣泡酒，為您的世博之旅增添愜意。

紀(jì)念品商店紀(jì)念品店提供豐富商品，包括吉祥物皮克斯（PIX）相關(guān)趣味商品、“英國精選”系列食品飲料及以英國經(jīng)典形象為靈感的紀(jì)念品等，是游客選購伴手禮的理想去處。

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.