RAINING STORIES

Netherlands Pavilion Expo 2020

Netherlands Pavilion | 2021 | UAE Expo Dubai

How can we make it rain in the desert? How can we use natural resources already present to provide food? These are just two questions that this pavilion answers. Kossmanndejong developed a multisensory experience in which visitors can discover the Netherlands’ innovation and ambition. Every day, the pavilion harvests 800 liters of water from the desert air to manufacture rain. It’s raining stories, innovations and possibilities in the pavilion.

Location
Dubai (UAE)
Client
Ministry of Foreign Affairs
Year
2021
Service
Visitor experience design

An innovative climate machine

The pavilion is a biotope – a miniature world with its own cycle. This temporary, circular climate system exists through a combination of unique innovations. The pavilion showcases experimental solutions to major issues of water scarcity, energy transition and food shortages on a life-sized scale model. Only united water, energy and food solutions can help the world achieve the UN’s Sustainable Development Goals. In this way, the pavilion acts as a catalyst to inspire the world to change.

Netherlands Pavilion | 2021 | UAE Expo Dubai
Netherlands Pavilion | 2021 | UAE Expo Dubai

Theatrical factory

The visitor experience reinforces the factory metaphor of the pavilion’s architecture. Everything breathes the atmosphere of a fresh, future industry. There is a control room with monitors and there are orange carts and wheelbarrows that act as mobile umbrella stands. On the ramps, you hear sounds of steel and Dutch innovations, such as the ‘swoosh’ of windmill blades. Inside, puffs of mist from the evaporative cooling evoke a steam engine. The hosts wear blue overalls because they are the workers who help keep this factory running.

Netherlands Pavilion | 2021 | UAE Expo Dubai

Three-part collage

Netherlands Pavilion | 2021 | UAE Expo Dubai
Netherlands Pavilion | 2021 | UAE Expo Dubai
Netherlands Pavilion | 2021 | UAE Expo Dubai

A sensory experience

Visitors’ five senses will be spoiled for choice – though not all at once. We strategically emphasize certain senses in concert with the pavilion’s architecture. Sounds pique visitors’ curiosity. The temperature gradually shifts from hot to cool. Visitors can smell oyster mushrooms and taste the plants that grow on the central cone. The rusted steel begs to be touched. Scents recreate the smells of Dutch soil. When they exit the cone, visitors see the biotope covered in plants for the first time. This sensory experience unlocks the visitors’ imaginations, encouraging them to speculate what a circular system can be and achieve.

Netherlands Pavilion | 2021 | UAE Expo Dubai

This pavilion leaves behind two things above all after the Dubai Expo: a completely empty space on the Expo grounds and many ideas on how we can live more sustainably in the future.

Review of the exhibition
Netherlands Pavilion | 2021 | UAE Expo Dubai

It's raining stories

After an introduction to the pavilion’s central theme of ‘uniting water, energy and food’ in the control room, the visitor journey in the central cone builds to a climax in the form of a multimedia experience that Kossmanndejong developed with BIND film. A wondrous narrative projects onto white umbrellas about the pavilion’s technical innovations that transform the harsh desert climate into a fertile ecosystem. The journey’s pinnacle is a miraculous rainfall that suddenly pours from 18 meters high. Carefully orchestrated theatrical lighting and penetrating music combine to enhance the pavilion’s storytelling and its emotional resonance.

Netherlands Pavilion | 2021 | UAE Expo Dubai

Dust to dust

As if it were a mirage, the pavilion will disappear from the desert when the Expo concludes. Located in the Expo’s Sustainability District, the Netherlands Pavilion’s designers wanted to create a temporary structure that left little to no trace once dismantled. The pavilion’s construction materials are either reusable, recyclable or biodegradable. Builders leased local steel and will return it for use in future projects in the UAE. The factory workers wear clothes made of recycled denim and will reuse the material for future clothing. We believe it is our role as communicators and designers to help people imagine a better future. We are therefore honoured to communicate the story of the Netherlands Pavilion to its visitors.

Netherlands Pavilion | 2021 | UAE Expo Dubai

Awards

Columbia University's Digital Dozen: Breakthroughs in Storytelling Awards 2022

  • Winner

Big 5 Impact Awards 2021

  • Big 5 Impact Awards 2021 Sustainable Construction Project of the year - winner

Exhibitor Magazine Award 2022

  • Best Interpretation of Theme - winner

Exhibitor Magazine Award 2022

  • Best Sustainable Design - honorable mention

Exhibitor Magazine Award 2022

  • Exhibitor Magazine Award 2022 Best Medium Pavilion - honorable mention

Art Directors Club Germany 2023

  • Exhibition Design - gold

Art Directors Club Germany 2023

  • Exhibition Design - Grand Prix

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