France Pavilion, Expo 2025 Osaka

A sensory dive into the heart of France

Building an immersive experience where art and rhythm collide.

Services

Experiential strategy and planning
Content development
Experiential design
Project management
Technical development and production

Brief

Create the permanent exhibition for the France Pavilion at Expo 2025 Osaka in collaboration with visual artist Justine Emard. Under the unifying theme of the pulse, the experience needed to embody the spirit of France and connect humanity, technology and nature.

Problem to Solve

Welcome over 2,500 visitors per hour into a 1,560 m² space while translating France’s official theme, “A Hymn to Love,” into a contemporary and universal experience. The challenge was to design a coherent, memorable journey that would captivate an international audience and strengthen ties between France and Japan.

Solution

Inspired by the Japanese legend of the red thread of fate, the team developed three creative pillars that shaped the entire experience: the red thread, the hand and the beating heart. The theme of “A Hymn to Love” took shape as a contemporary electronic remix, carried by a scenography where the pulse—both the rhythm of the heart and a musical beat—linked the spaces together. The result: more than 3 million visitors in less than 4 months, an average capacity of 2,500 people per hour and attendance that exceeded the ambitious goals set by COFREX (the public company responsible for organizing France’s participation in world expos). The pavilion also received an especially warm reception from Japanese visitors, confirming the resonance of France’s theme on the international stage.