At Expo 2025 Osaka, the Portugal Pavilion invites visitors into a compelling cultural voyage across history, language, biodiversity and identity—entirely guided by integrated audiovisual technology. Conceived around the theme “The Ocean, a blue dialogue,” the experience immerses guests into a sensorial journey where AVL solutions are not just support systems but the very fabric of storytelling.
Designed by Kengo Kuma & Associates and curated by Muse, the pavilion spans over 1,800 m² and relies on a fully integrated AVL system designed, installed and operated by ON, an international creative provider of audiovisual technologies with operational hubs in Brazil and Portugal.
Immersive by design
From the very first moment—while queueing outside—visitors are surrounded by a bespoke multichannel sound installation that mimics waves, winds, and marine life. As they enter the darkened first exhibition hall, five “islands” unfold sequentially. These multimedia pods blend projections, touchscreen displays, immersive sound and dynamic lighting into highly tactile and emotional experiences. Highlights include a mini-dome with fisheye projection mapping global sea routes, and a bilingual sound-light installation exploring linguistic ties between Portuguese and Japanese.
In the main immersive hall (Room 2), 16 high-performance projectors cover the curved walls and floor with oceanic visuals that flow seamlessly across surfaces thanks to pre-modeled 3D content rendered through Watchout. There are no visible overlaps or warping—just a fluid underwater universe with surround audio that “lets the ocean speak.” Visitors often sit on the floor, enveloped by light and sound, moved by a sustainability message voiced by the ocean itself.
Technology that disappears
While over 100 AV devices (including projection systems, touchscreens, DMX lighting, directional speakers, automated control interfaces and immersive audio arrays) are at play, their presence is invisible. AV equipment was camouflaged within scenography or mounted on custom-designed brackets. Directional speakers make audio feel personal without visual clutter. Centralized automation via iPads allows staff to control light, image, sound and interactivity discreetly and effectively. All systems were designed to run seamlessly, enabling the content—and the ocean—to remain at the center of the experience.
Narrative, theming and emotional resonance
The pavilion’s storyline unfolds like a maritime journey. Lighting design, sound cues and interactive points subtly guide the flow, turning visitors from passive observers into active explorers. The progression through the space—punctuated by symbolic elements like ropes, immersive cartography, animated underwater scenes, and the voice of the sea—builds emotional engagement. The theme of Portugal as a seafaring nation, in dialogue with Japan, is conveyed not only through content but through how the visitor feels: awe, wonder, reflection.
Innovation and impact
ON’s role went far beyond integration. The team developed bespoke solutions in real-time—from sourcing a fisheye lens in China to building custom speaker mounts with a Portuguese metalworker. All AVL systems were designed, shipped, and installed specifically for this Expo, with full compliance to Japan’s strict codes. Preventive maintenance systems, redundancy protocols and local operator training ensured 100% uptime since opening. The AVL system is also adaptable to cultural events and diplomatic sessions held in the multipurpose hall.
Recognition and results
Within weeks of opening, the Pavilion surpassed 500,000 visitors and received acclaim for its immersive quality and cultural sensitivity. Visitors routinely revisit the immersive room and spend extended time exploring the islands. The experience has been widely praised for its ability to translate a cultural narrative through sensory design and seamless technology.
The Portugal Pavilion is not a showcase of gadgets—it is a cultural immersion where technology becomes the language of emotion, connection and memory. It sets a benchmark for how AVL systems can elevate storytelling in cultural spaces, offering a model for future Expos and global museum experiences.
Partners
Client: Rimond SRL / AICEPArchitecture: Kengo Kuma & AssociatesExperience and content design: MuseAVL integration: ONConstruction: Rebirth Ltd Co.Electrical systems: Suzuka Group Co.Furniture: AntarteLogistics: Rock it CargoSupervision: VHMMore information about partnersMuse developed the visitor experience narrative and all content; Kengo Kuma designed the pavilion to reflect natural flow and ocean symbolism; ON was responsible for AVL design, integration, customization, shipping, installation and ongoing operation. Suzuka and Rebirth ensured technical compliance and execution in Japan. Rock it Cargo managed intercontinental shipping.
AloJapan.com