Portugal’s striking contribution to Expo 2025 Osaka showcases the power of AV technology in shaping cultural storytelling and immersive design.
More than half a million visitors have already stepped inside the Portugal Pavilion at Expo 2025 Osaka, a striking space where projection, sound, and lighting are not just supporting elements but the main vehicle of communication. Designed by renowned Japanese architect Kengo Kuma and driven by the theme ‘The Ocean: The Blue Dialogue’, the Pavilion invites guests on a sensory journey through Portuguese maritime heritage, sustainability, and cross-cultural exchange.
Tasked with turning this ambitious narrative into an immersive experience was ON, a creative AV provider with operational hubs in Portugal and Brazil. Contracted by general contractor Rimond, ON took responsibility for the full AVL system across the 1,836 sq m Pavilion, covering design, equipment acquisition, integration, and daily operation throughout the six-month event.
The exhibition concept and design were led by Muse – Museums & Expos, known for curating museum and cultural experiences. Working in close collaboration with Japanese partners and Portuguese institutions, ON deployed a broad range of technologies to create a continuous, layered experience that moves fluidly from ambient environments to high-impact, immersive media spaces.
Technology-led storytelling
The Pavilion experience begins in an open-air Waiting Area where a multichannel soundscape, composed by Diogo Alvim, sets the tone with oceanic sounds delivered through discreet weatherproof loudspeakers. From there, visitors move into “Room 1,” a darkened environment structured around five “islands” of content. Each island combines projection, interactive displays, lighting, and sound to explore different facets of Portuguese identity and innovation.
A standout feature is the custom-built Minidome, where a single Epson EB-L730U projector, fitted with a bespoke fisheye lens, creates seamless 360-degree cartographic visuals across a hemispherical surface. The custom optical solution, developed specifically for the space, eliminates the need for multiple projectors and ensures consistent image quality from every angle.
Elsewhere in Room 1, visitors interact with 86-in Sharp PN-LA862 multi-touch displays showcasing marine biodiversity, while embedded Iiyama monitors styled as traditional Japanese byobu screens present poetic narratives. An audio-light installation highlights linguistic overlaps between Portuguese and Japanese using synchronised LED words and directional audio.
Room 1 is tied together by a cohesive audio and lighting scheme featuring Audac loudspeakers and Prolights fixtures. Five Optoma ZK708T 4K laser projectors provide ambient visuals, while video playback and control are handled via Brightsign XD4 players, Watchout 6 media servers, and GrandMa3 lighting consoles.
The immersive crescendo
The journey culminates in “Room 2,” where 16 Barco G62-W9 laser projectors and a 3D-modeled Watchout engine transform the space into a fully immersive underwater landscape. Projected visuals span walls and floor, accompanied by surround sound and kinetic lighting to create a contemplative, emotionally charged finale. Visitors are invited to sit and reflect, enveloped in a multisensory narrative that explores the future of our oceans and the sustainability challenges ahead.
Beyond the core exhibition, ON also equipped the Pavilion’s restaurant, terrace, shop, and multipurpose room with ambient audio and adaptable AV setups. The multipurpose space supports film screenings, performances, diplomatic events, and live broadcasts. It includes Barco projectors, Shure wireless microphones, Panasonic PTZ cameras, Bose L1 Pro 16 systems, Roland and Behringer mixers, and video processing tools like Resolume and Vmix.
All equipment was sourced brand-new in Portugal and shipped to Japan - over 20 pallets, totalling roughly 4 tons - carefully tailored to meet both Portuguese and Japanese standards. Sustainability was a key consideration throughout, with energy-efficient LED and laser technologies used across lighting and projection, as well as long-life equipment and recyclable packaging in compliance with Japanese environmental protocols.
Global collaboration, local impact
A team of eight ON professionals remained on-site in Osaka for final commissioning and continue to oversee daily operations. The project demanded not only technical expertise, but also cultural sensitivity and logistical coordination across three languages. ON's scope also extended to modifying mounting structures, adapting scenographic elements, and navigating equipment delays to maintain strict timelines.
“This project was not only a technical challenge, but also a defining moment for us as a company,” said Hugo Rodrigues, CEO of ON. “It validated our ability to deliver highly customised, complex AV solutions in an international environment, working hand in hand with foreign teams under demanding operational and cultural standards.”
The Portugal Pavilion has drawn widespread praise for its use of AVL as an active storytelling medium, guiding movement, enhancing emotion, and seamlessly blending with architecture to create a unified narrative experience. Its success has already led to ON being awarded further responsibilities at Expo 2025 and invited to contribute to other future international projects.