October 2020 will be the date when all eyes turn to Dubai expecting to see some incredible creative visions brought to life. These factors will drive up visitor numbers, but given the extraordinary architecture and entertainment already seen in the region, it will take something highly creative and unique to grab their attention. Having been involved with audio-visual design and installation in more than 80 EXPO pavilions, we share our knowledge of the 10 factors that designers need to consider, to ensure audiences leave with lasting memories.

1. Dubai is a highly accessible location
and this will be the first EXPO to be
held in the Middle East, Africa or
South Asia. Pavilions have the
opportunity to inspire and educate
the estimated 3.2 billion combined
population of the nearby countries.
A Guide to Delighting EXPO 2020
Visitors & Capturing their Attention

3. Dubai is a highly accessible location
and this will be the first EXPO to be
held in the Middle East, Africa or
South Asia. Pavilions have the
opportunity to inspire and educate
the estimated 3.2 billion combined
population of the nearby countries.
Dubai 2020
A r i a l v i e w o f t h e E X P O 2 0 2 0 s i t e

4. October 2020 will be the date when all eyes turn to Dubai
expecting to see some incredible creative visions brought to life.
These factors will drive up visitor numbers, but given the
extraordinary architecture and entertainment already seen in
the region, it will take something highly creative and unique to
grab their attention.

5. The EXPO Challenge
Creating
a show that is highly
entertaining, that it attracts
large numbers of visitors.

6. The EXPO Challenge
Balanced
with a design that results
in a manageable flow of
visitors around the
attraction to ensure
everyone’s experience is
of a similarly high
standard.

7. Having been involved with audio-visual design and
installation in more than 80 EXPO pavilions, we
share our knowledge of the 10 factors that
designers need to consider, to ensure audiences
leave with lasting memories.

9. Storytelling that creates or taps into emotional responses -
excitement, happiness, concern - makes more lasting connections
and is more effective at educating than information alone.
Technology can bring the story alive in a unique and personalised
way, heightening the emotions and creating an atmosphere that
reduces distraction and creates connection.
Creating a compelling story is key

10. This has considerations in terms of space, flow and management of
experience.
Safety is the priority, but this needs to balanced with ensuring all
attendees get to experience the same high standard and don’t feel
rushed because of the volumes of people, or frustrated with long
queue times.
Pavilion hosts want to attract as many people as possible

11. Waiting times at EXPOs can be long, but good design can ensure this
time is used effectively.
Consider the end point so that it doesn’t end on a flat note as this is what
audiences will remember. They need to be left on a high.
Extend the connection after visitors have left the pavilion through social
media, competitions and ongoing communications.
From joining the queue to exiting the pavilion, visitors have
high expectations

12. Not only can people in the queue be kept entertained whilst they wait,
this can also be a good time to build anticipation and extend the
experience.
Give snippets of the story in advance, build the back story, introduce
characters etc.
Keep queue time shorter than show length.
Don’t let queuing become boring & frustrating

13. Recognise the uptake and importance of different social channels to different
nationalities.
Integrate social sharing and user generated content into the design to promote
the pavilion to new audiences.
Live participation and feedback can be an integral part of the show.
Digital & social technology allows the pavilion to continue the story
after the show has finished

14. Ensure the interaction is appropriate and purposeful, and not just a gimmick
where the delivery method becomes the focus and not the message.
Finding ways where participants can create their own personal experience
can deepen the connection.
Different ages, cultures and backgrounds have different levels of experience
and ease of adoption.
Allowing participants to interact with the story makes it memorable

15. When vying for visitor attention, audio-visual, giant projection, 3D and
4D, interactives, virtual reality and immersives, can play a significant role
in creating a spectacle.
Drawing on all human senses can convince visitors they have been
transported to an entirely different environment.
Layering sound, visuals and interactivity creates a multi-dimensional
experience.
AV can play a crucial role in supporting the story and attracting attention

16. Recognising that people engage and learn in different ways, a multi-
sensory approach allows for all preferences and capabilities.
Ensure safe and easy access to technology for pavilion staff.
Use of ‘Universal Design’ techniques to create accessible environments
for everyone, giving people of all abilities the same experience, to the
greatest extent possible.
Pavilions need to be accessible to people of different backgrounds,
ages & nationalities

17. Technology is a tool and the correct tools must be matched to the right part of
the story to give maximum impact and keep the focus on the pavilions’ message.
Protect against sound- and light-bleed between different spaces within the
pavilion.
Ensure that synchronisation issues can be avoided.
Make AV technology as ‘invisible’ as possible, so not to interfere with the design
concept and story.
Technology should support the story to move audiences emotionally

18. In achieving a flawless delivery, experienced support on a local basis
can reduce downtime.
Remote monitoring ensures 100% uptime of AV exhibits.
Design of content management systems that are intuitive and simple
to use ensures it is easy to make any necessary changes.
You want people to go away talking about the theme of the pavilion, and not
about whether there were technical difficulties

19. RECAP:

20. Helping you Design
a Unique Experience

21. • Electrosonic understand every pavilion is unique to its design team.
• We know what it takes to create an experience that meets increasing visitor
expectations and one which will create lasting memories.
• Having been at the forefront of technological advances in audio-visual
systems for EXPOs, theme parks, museums and visitor attractions for over
50-years, we are confident about supporting our clients with a rare
combination of experience and innovation.
• Our technical design team specialises in working with designers to utilise
the most appropriate solution to realise their creative visions and
aspirations.
Helping you Design a Unique Experience

22. Helping You Create a Lasting Impression, Right from the Start

23. Don’t take our word for it…

25. EXPO 2015, Milan, Italy
• Electrosonic provided detailed technical AV design and co-ordination, to
deliver BRC’s creative vision for the EU Pavilion.
• The pavilion attracted over 600,000 visitors and was one of the top three
pavilions for social media activity.
• A variety of presentation techniques were deployed to give visitors a
memorable experience including projection mapping, LCD media screens
set in picture frames, in-theatre climate effects and vibrating floor speakers.
• Electrosonic’s vast experience at realising designer’s creative visions in
almost any environment ensured, despite limited space as a result of small
footprint plots, the pavilion was a success.

26. Ship Building Pavilion
Information and Communication Pavilion
USA Pavilion

27. EXPO 2010, Shanghai, China
• Electrosonic contributed to the technical design of several pavilions, as well
as providing the AV engineering for three important pavilions:
• USA Pavilion (working with BRC Imagination Arts)
• Information and Communication Pavilion (again with BRC)
• Shipbuilding Pavilion (with Ralph Appelbaum Associates)
• These pavilions pushed AV technology to its limits, and required large on-
site crews for installation and maintenance staff for the duration
• The innovative AV designs and installations utilised giant images, 4D,
together with special effects such as vibrating seats, mist, lighting and music
to engage all the visitor’s senses
RIGHT FROM THE START

28. We can help you
Create Something That Encourages New Thinking & Change

29. Get in touch
To see how we can help support your EXPO 2020 vision, or
to request a copy of our EXPO Encyclopedia, email
Paul Kent, our EXPO 2020 consultant.
paul.kent@electrosonic.com
http://www.electrosonic.co.uk/dubai-expo-2020

30. WHAT COULD YOU ACHIEVE?
electrosonic.com