Yeosu, Korea World Expo
Spanish National Pavillion

This project won first prize in the international competition organised by AC/E - Acción Cultural Española for the design of the Spanish Pavilion in Korea.

One of the must elaborated Experiential Graphic Design (XGD) projects we have participated in, extensive research and  development were necessary to create its content-rich, emotionally compelling experiential spaces.

The primary objective was to introduce a new audience to the fundamental role that Spain has played in maritime exploration throughout history. 

The mixed cultural backgrounds and diverse languages of the visitors restricted the use of written content. Instead, animation, multimedia installations, simple user interfaces, environmental graphics and emotional experiences were integrated deliberately to create a well-defined atmosphere and presented the key concepts.

Entrance

The Entrance Hall positioned Spain and South Korea in the world, two peninsulae on opposite sides of the Eurasian continent, and also traced the paths taken by the major Spanish expeditions during the 15th and 16th centuries.

There were two narrative sections; it started with a historical introduction to Spanish oceanic exploration and continued an account of the creation of the first-ever general deep sea genome register by the Research Vessel Hesperides.

Central Hall

A conceptual horizon divided the central space, on the upper part, a circular screen displayed an animation on the main historical milestones, and on the lower a timeline of disruptive Navigational instruments: A 15th-century Marine sandglass and astrolabe, an 18th-century Marine chronometer and a modern underwater camera. Presented in three niches, behind a set of surprising transparent displays that revealed them in a continuous dynamic flow and explained their importance and functionality.

A lateral screen presented an animated infographic, a vertical descent to the Marianas trench featuring related sea creatures and historical milestones. The adjacent wall showed a detailed diagram of the Hesperides RV.

Deep Sea

The pièce de résistance appeared as a recreation of the deepest regions of the sea, a collection of over 800 individual water samples emulated an abyssal topography. Each container lighted up on a choreographed sequence and framed a larger, emotionally compelling display of light, music, projections, videos and interactive graphics. 

Charming groups of bioluminescent jellyfish and luminous creatures mimicked the visitor's movements, followed by surprising monsters and complex ecosystems came to life as we passed swimming between the Hydrothermal vents.

Genomic Archive

An extensive collection of water samples in the shape of a Dymaxion map of the world was the final installation. Each container held a sample of water collected during the Malaspina Expedition.

A detailed mapping projection created a moving atmosphere that filled the room and disclosed the real scale of the expedition, it`s surprising magnitude charted by thousands of marks placed in the exact location where a scientist took a water sample.

Exit

The visit ended with a coda, "We belong to the earth; We depend on the sea." there is no future without healthy oceans.

Expo 2012 Yeosu Korea was an International Exposition, the central theme was “The Living Ocean and Coasts” There were 105 participating countries, international organisations, and 8,203,956 visitors.

Concept:
Chu Uroz, Pablo Rovalo,
External Reference Architects, Onionlab

Creative Director: Chu Uroz
Experiential Graphic Design: Research Studios
Exhibit and Installation Design: External Reference
Mapping and Interactives: Onionlab
Outline and Research: Pablo Rovalo, Carlos León
Pavillion: Frade Arquitectos
Production Coordinator: Carlos León
Executive Producers: Manterola, Imagic
Producer: Acción Cultural Española