UK Pavilion at Shanghai World Expo

Red Stone was commissioned by UK Trade & Investment and the Foreign & Commonwealth Office to devise and implement the visual identity for Heatherwick Studio's unique UK Pavilion at Shanghai World Expo 2010.

Approach

The Pavilion itself was the inspiration for the identity, representing all that’s creative, innovative and dynamic about UK industries and people. The visitors were the main consideration, 95% of whom would be Chinese and probably wouldn’t speak English.

We had to think about those from rural areas, as well as a young, urban and technologically-savvy audience. And then there was a global audience too, who’d encounter the brand through PR activities. We also knew the brand had to resonate with the UK Government departments and corporate sponsors.

Outcome

Of all participating countries, the UK Pavilion drew one of the biggest crowds at the expo and was a hit with visitors. A group from Red Stone visited Shanghai to document the event.