Philippine Pavilion at World Expo 2025
The Philippine Pavilion at World Expo 2025
The World Expo 2025 in Osaka, Japan
13th Apr – 13th Oct 2025
At Tellart, we are the lead guest experience designer for the Philippine Pavilion at Expo 2025 in Osaka in Japan. The pavilion building has been designed by the Filipino architect Carlo Calma Consultancy and the central concept is how ‘nature, culture and community can be woven together for a better future’.
Towards a Future Woven Together
Tellart is the guest experience designer, immersively sharing the unique essence and captivating diversity that defines the nation. The goal is to inspire Expo visitors to visit the unique island country and encourage more tourism to the Philippines.
Commissioned by the Philippine Tourism Promotions Board and Department of Tourism Philippines, this meaningful project includes a series of interactive spaces with special attention to sustainable materials, interactive media, AI and craft to share the rich national cultures and traditions in an experiential way.
Journey through the Philippines Pavilion
Visitors will discover a space full of stories, guided through a forest of woven artworks made with local materials and traditional weaving techniques. As they move towards a celebration of the natural world through dance and music, the pavilion will come alive with colour, sound and texture.
Using design craft and emerging technologies, Tellart is leading the guest experience design with strategic storytelling, concept development, media production, spatial design and lighting and sound design.
"Design can be a bridge between past and future, craft and technology, emotion and action. Through light, sound, movement, and touch, design has the power to transport us. In our work, visitors don’t just observe; they step inside the story, becoming woven into it through immersive technology and the deep traditions of Filipino craftsmanship. The Philippines is a symphony of culture and nature, and our design invites people to feel its rhythm, experience its vibrancy, and carry its spirit with them long after they leave."
Pim Schachtschabel, Tellart’s Design Director
"A love for nature is central to the design concept for the Philippine Pavilion. Our trip to the Philippines immersed us in the creative culture and traditions of this unique country of islands. I found it so inspiring that Filipino mythologies are deeply intertwined with nature, reflecting the people’s respect and care for the environment. The multisensory experiences will bring Filipino stories, culture and nature to life in a joyful, memorable and experiential way."
Sabrina Verhage, Tellart's Technology Director
Immersive Experiences Designed to Celebrate Filipino Culture
Traditional craftsmanship, circular materials, interactive AI and immersive spaces, the design inside the pavilion is set to be a spectacular experience blending tradition with high tech innovation.
To inspire people to visit and fall in love with the Philippines, Tellart’s design of the Philippines Pavilion guest experience is inspired by deep research into culture, history and ecology. The immersive spaces are filled with insights from the traditions of Filipino communities and the wonders of the natural world.
Stepping through the entrance, visitors will be welcomed into a dynamic and immersive space filled with colour, music and light. Immersive storytelling will vividly illustrate the captivating diversity that makes the Philippines so unique. From the coral cities of Mimaropa’s seas to the secret recipes of Eastern Visayas, the design will share beautiful destinations across the archipelago. With handcrafted textiles by local artisans and skillful Filipino weavers, celebrating material sustainability, traditional techniques and local craftspeople.
At the leading edge of creative technology, interactive AI and sonic design, there will be a joyful installation embodying the Filipino spirit of celebration to bring people together in dance. Guests can also expect Filipino hospitality with a playful photo booth moment to capture memories, a gift shop with local goods, a café with tasty food and refreshments, and a place to relax with a massage.
Many of the bespoke artworks will live on after Expo 2025 in travelling shows and in their homeland to preserve cultural heritage and continue to inspire people to discover and rediscover the Philippines.
With experiential design, this extraordinary country of islands will come alive sharing the beautiful diversity of nature, places, people and culture in a heartfelt journey of connectedness and unity.
"I am thrilled that the Philippine Pavilion's design team collaborated with an experience design firm that holds genuine love for the Philippines. The deep appreciation that Tellart has for our country is evident in their creation. From their immersive trips into our communities to the final execution, their work showcases technological innovation and an authentic and artistic understanding of our culture, values, and people. It’s a powerful reminder that when creativity is rooted in respect and authenticity, it can tell stories that truly resonate—and inspire the world to Love the Philippines."
Marga Nograles, Chief Operating Officer of the Tourism Promotions Board and Secretary General of the Philippine Organizing Committee, World Expo Osaka 2025
"I am honored to present our participation in the World Expo 2025 Osaka, Kansai, Japan, showcasing the essence of Filipino craftsmanship and creativity. Our pavilion symbolizes innovation, sustainability, and economic progress, embodying the spirit of unity and partnership that defines us as a nation. Join us on this immersive journey to experience the rich tapestry of our culture and the limitless opportunities for collaboration and growth that our country offers on the global stage."
Christina Garcia Frasco, Tourism Secretary
Project Data
Selected Press:
Data:
- 480m2 guest experience area
- Six touchpoints
Credits:
Client: Philippine Organising Committee for World Expo 2025, Philippine Tourism Promotions Board, Department of Tourism Philippines
Tellart (NL) – Experience design
Tellart Productions (NL) – Media production
Carlo Calma Consultancy (PH) – Lead Architectural Firm
cat inc. – Executive Architect
1053.co | Chochay Garcia – Creative Producer
Resonate Audio – Sound Design
Francis Dravigny – Lead Weaver
Cebu Interlace – Textile Artists
Tellart – Photography of visitor experience
Contact us
Contact
Tel: +31 20 370 1633Arie Biemondstraat 111 | 1054 PD Amsterdam, NL