studio
whit
branding &
communication
belgian EU pavilion
world expo shanghai
cultural adventure
China welcomed 70 million visitors at the Shanghai Universal Exposition. Belgium / EU was present with a pavilion created around the structure of a brain cell, being the dominant conceptual image for the building. It evokes the artistic, scientific and cultural richness of Belgium and Europe.
Studio Whit continued the concept by implementing carefully designed print interactions. Strategically placed, they spark the curiosity of the visitors and their willingness to discover the diversity of Belgium / EU and its intrinsic qualities. The assignment in close collaboration with local partners was an adventure; Chinese culture forced us to a different approach.
Studio whit was also in charge of the book design for the publication associated with the Belgian EU pavilion.