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Projection test for the Names memorial, the room is still empty now. Our Colonial Heritage

24.05.2022 at 15:17 by Wendy Snoek

Growing steel structures. Growth, what is that?

05.04.2022 at 14:00 by Lucandrea Baraldi


The ideal spot for the Herron. The Voice of Urban Nature

21.03.2022 at 10:33 by Herman Kossmann

Slowly towards the opening on the 8th of February! Our Land

01.02.2022 at 17:34 by Remco Swart

Together with photographer Sander van den Bosch, we are measuring and photographing all floors of the palace. Visitors will soon be walking on 'invisible' carpets, in order to experience the original atmosphere of the rooms as fully as possible. Paleis Het Loo

26.01.2022 at 12:54 by Robin Schijfs

After all those days at home behind a screen, it is very nice to finally do some hands-on experimenting with projections and different layers of transparent fabrics... Nature

07.12.2021 at 17:33 by Pauline Fer

Work in progress for Museum Sophiahof. In progress…

02.12.2021 at 17:28 by Remco Swart


Work in progress for a children's tour Work in Progress

25.11.2021 at 09:35 by Annika Jacobs


Barefoot in an exhibition? Together with the Stapferhaus, we are looking at what this means for the perception of the visitors... Nature

24.11.2021 at 18:23 by Robin Schijfs

With a few kickoff days (and nights) in the mountains of Switzerland, we have firmly started the draft design for the new Nature exhibition at the Stapferhaus! Nature

30.09.2021 at 11:09 by Robin Schijfs


Cleaning out tree routs before they will be lifted to the ceiling Groote Museum

25.09.2021 at 12:29 by Michel de Vaan

Milling earth elevation minus water from a special foam. Here we show how little drinking water there actually is on earth. Groote Museum

30.06.2021 at 12:04 by Michel de Vaan


Super exiting moment discovering the panels of the « 4 visions on the Anthropocene » box we made for the Vienna Biennal 2021! Work in Progress

12.05.2021 at 12:00 by Lea Chenot


A big empty space, right before installing all exhibits at WeTheCurious! Project What If

01.02.2021 at 12:19 by Ina Meininghaus


Safety vs. functionality: looking for the best headphones to use in a factory Expedition HVC

07.01.2021 at 17:39 by Roel Bolhuis


The new temporary exhibition in House of European History is 'under construction' Fake (f)or Real

07.01.2021 at 17:32 by Tsur Reshef


The last steps before the Coronel Pavilion at the Portuguese-Israeli Cemetery Beth Haim is opened! Coronel pavilion

29.11.2020 at 14:30 by Remco Swart


All in good hands with Fiction Factory Museum of the Mind

07.11.2020 at 17:32 by Femke Bijlsma

Who Do

United Arab Emirates Pavilion

Expo 2020 Dubai (UAE)

Kossmanndejong and Tellart co-designed the United Arab Emirates (UAE) Host Pavilion’s guest experience. As the Expo’s central pavilion, the UAE pavilion acts as the expo’s beating heart. The design weaves Emirati traditions, values, landscapes, and dreams to tell an inspiring story about the UAE’s evolution. These components form the connective tissue that bonds guests with the UAE and the Emirati ‘Dreamers Who Do’.

Expo 2020 Dubai (UAE)
National Projects Office (UAE)
14,500 m2
Spatial design, graphic design, creative guardianship
Mark de Jong (lead), Niels de Jong, Femke Bijlsma, Alejandra Calderon, Sietske Sips, Martin Saemmer, Serena Bigatti
Santiago Calatrava
Co-designer guest experience
Light design
HeinzLoopstra, Sisi
Landscape design
Scent design
Soundscape, musical composition
Matthew Herbert
Boomtown Productions
Nexus Studios, Factory Fifteen
Archival research
Lest We Forget
Art installation 'Crossroads'
Onion Lab

The pavilion’s Oasis extends a traditional, yet modern Emirati welcome to our guests while they wait to enter the pavilion. The Falaj, a water irrigation system, is the focal point of the Oasis. The pavilion’s Falaj is a modern interpretation of the traditional irrigation system. This immediately introduces guests to the UAE’s embrace of tradition and innovation, past and future. As a meeting place, the falaj also introduces guests to each other. This shared experience begins to nurture a sense of community that will continue throughout the guests’ journey.

Desert of Dreams

The Desert of Dreams presents a sensory journey through the UAE’s incredible 50-year transformation from a nomadic lifestyle to the present. To transcend language barriers, we communicated this story through powerful visual metaphors. Guests begin their journey surrounded by sand dunes. By the end, sand evolves into glass as guests emerge among grid-like glass structures to reference the UAE’s rapid urbanization. Heightened by lighting, sounds, images, and smells, the Desert of Dreams creates an evocative space for guests to imagine and dream of the UAE’s future transformations.

Dreaming Together

After leaving the Desert of Dreams, guests enter the Pearl – a dome theater with wide-angle projection and spatialized audio. The theater’s floor rises while guests watch a captivating animated film about the development from the nomadic Bedouins to today’s city dwellers. The film’s emotional resonance literally and figuratively lifts the guests. Together, the guests emerge into the brightly-lit Oculus. This final, awe-inspiring space reminds guests that the UAE is the ‘Land of Dreamers Who Do’.

Architectural Harmony

Kossmanndejong and Tellart leveraged the Calatrava building’s spatial properties to shape the UAE pavilion’s guest experience. The dark and lower space in the basement transforms into a vast desert landscape and provides intimate, human-scale moments. In the pavilion’s final space, daylight pours into the building’s monumental dome, imbuing the room and visitors alike with a sense of hope for the future. Throughout the guests’ journey, architecture and scenography work in synchroneity to heighten guests’ emotional connection to, and understanding of, the UAE.


Exhibitor Magazine Award

Best Exterior Design – Winner

Exhibitor Magazine Award

Best XL Pavilion – Honorable Mention