Expo City Dubai
Shaping the City of the Future
Opportunity
Expo City Dubai (ECD) was envisioned as a human-centric city of the future, transforming the Expo 2020 site into a fully realised, sustainable urban district. While the global event drew significant attention, the long-term legacy masterplan and the innovative infrastructure that supports it often went unnoticed. COP28 provided the perfect stage to showcase ECD’s vision for sustainable living and working. Yet, many of its proof points remained fragmented or inaccessible, particularly for prospective investors, residents and decision-makers. The challenge was to translate ECD’s ambition into a tangible, immersive experience that could engage diverse audiences, demonstrate real-world impact, and inspire long-term interest in this next-generation city.
Solution
Ochre designed a pavilion experience that educated, entertained and inspired, turning complex sustainability data and future-planning principles into a living, breathing story of what makes ECD unique. Visitors were welcomed into an immersive analogue installation featuring a symbolic Ghaf tree, a striking centrepiece surrounded by thousands of suspended leaves, dappled projections and a custom soundscape, setting the tone for a city that connects people and nature. From there, guests entered a discovery field made of recycled paper and timber, with interactive digital totems guided by ‘Noor’, Expo’s virtual assistant. Through animated illustrations, over 200 sustainability proof points were brought to life, tailored to different visitor personas. Guests explored ECD’s approach to environmental stewardship, infrastructure innovation and community wellbeing, and were invited to make personal pledges, each leading to a tree planted in their name. The journey continued in an immersive LED enclave showcasing how life, work and play coexist within ECD, enhanced by a VR flythrough of the district. Finally, a sculptural installation of recycled timber birds in flight captured the city’s spirit of transformation, offering an iconic moment to reflect on a shared vision for a better future. The pavilion also hosted live collaboration sessions with global partners, making ECD a visible hub for action on sustainability and climate challenges during COP28.
Result
The pavilion successfully shifted perceptions of ECD from a repurposed event site to a pioneering city of the future. Data collected through activations revealed a wide range of ambitions and ideas from visitors, from everyday sustainability pledges to bold innovations for urban living. Persona-based interactives highlighted strong interest in sustainable infrastructure, inclusive communities and innovation ecosystems. Digital surveys indicated high levels of intent from international businesses considering ECD as their regional base. The experience strengthened ECD’s position as a destination for visionary living and investment, showing the world that the city’s legacy is already shaping tomorrow.
Transforming complex sustainability data into a human experience
We designed an interactive pavilion that brought over 200 sustainability initiatives to life, turning abstract proof points into relatable benefits. The journey helped visitors imagine their own future in Expo City Dubai and connect emotionally with its vision for better living.
Creating a place of action for a new global capital of innovation
More than an exhibition, the pavilion became a live hub for collaboration during COP28. It gave visitors the chance to witness groundbreaking ideas in progress, engage with change-makers and contribute their own pledges towards building a more sustainable future.
