Nordic flair introduced by Icelandic design studio Gagarín at World Expo in Osaka, Japan.
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Iceland's Gagarín Studio Wows at the World Expo 2025 Nordic Pavilion
Kristína Eva Olafsdóttir, the fearless leader of the Icelandic design powerhouse Gagarín, spills the beans on their jaw-dropping involvement in the Nordic Pavilion at the Osaka World Expo. Known worldwide for their electrifying interactive exhibits, Gagarín has been shaking things up in Iceland and beyond for nearly thirty years.
Their eye-catching portfolio encompasses projects at the Lava Centre, Eldheimar, the Þingvellir National Park Visitor Centre, as well as collaborations with Landsvirkjun and international ventures like the Natural History Museum in Oslo and The Blue Planet Aquarium in Denmark.
Check out this snap from The Blue Planet Aquarium – one of Gagarín's stunning international achievements!
Designing the Nordic Pavilion at Expo 2025
Expo 2025, held every five years with millions of attendees, was the stage for Gagarín's extraordinary partnership with Danish exhibit designer Arne Kvornings and Norwegian-Icelandic architectural firm Rintala Eggertsson Architects, led by Icelandic maestro, Dagur Eggertsson.
"This was quite the challenge," reveals Olafsdóttir. "We had to create a unified message representing five Nordic countries that would resonate with an anticipated 90% Japanese audience."
The concept revolves around the shared Nordic connection with nature and weather, finding inspiration in various circular forms found in nature and Japanese aesthetics. These circular motifs, scattered throughout the exhibition, also underscore shared cultural threads between the Nordic nations and Japan.
The eternal bond between the Nordic countries and nature and the weather sets the tone for the pavilion's experience in Japan.
A prototype of part of the installation got set up in Switzerland last November.
An Enchanting Paper Installation and Interactive Experience
Visitors kick off their journey outside the pavilion in an enticing interactive queue experience, featuring a QR code they can whip out for a breathtaking, 360° virtual tour of the Nordic countries, complete with awe-inspiring images from places like Eskifjorður and Nesjavellir.
Upon entering, they'll be greeted by a dreamy visual and audio installation featuring 700 floating paper sheets – a nod to Japan's paper heritage – and crafted from a blend of recycled paper and rice paper, suspended by nearly 1,000 cords. The 20-minute motion graphics extravaganza – accompanied by an original, ambient soundtrack by Icelandic artists Sindri Már Sigfússon (Sin Fang) and Kjartan Holm – sets the tone for a calming, captivating atmosphere throughout the pavilion.
"The installation's Nordic minimalism, seemingly auxiliary to flashier LED and light shows found in other pavilions, has earned it the nickname 'hypnotic,'" says Olafsdóttir.
Olafsdóttir deemed the World Expo experience "extraordinarily memorable."
Up to 28 million visitors are anticipated to attend the World Expo.
A Unified Nordic Message
There's no separate Icelandic section; instead, the pavilion offers a unified message about shared Nordic values, such as sustainability, climate goals, and innovative collaborations. Nine interactive storytelling stations on the pavilion floor share real-life Nordic solutions for a better future – from waste reduction to well-being.
"This is all about idea-driven experience design, our forte at Gagarín," Olafsdóttir explains. "In today's world, exhibitions jostle for attention, so we work our butts off to make experiences engaging and often outdoors."
Global Recognition and Future Impact
Winning the design competition and participating in the World Expo has been a monumental triumph for Gagarín.
"It's a real feather in our cap," says Olafsdóttir. "This is the biggest audience we've ever reached with a single project, and it paves the way for new international opportunities. It's a mark of quality and a deeply valuable experience."
The installation's first test run was in Switzerland last November, but Olafsdóttir only laid eyes on the full-scale version two weeks ago in Osaka during a private tour with President Halla Helgadóttir and the official Icelandic delegation.
The Nordic pavilion makes an impact through its sense of calm, which attendees find alluring.
The Future of Icelandic Design Overseas
Recently, Gagarín nabbed bronze at the European Design Awards for a project with Climeworks, holding its own against top European agencies. Olafsdóttir acknowledges the strength of Icelandic design on the global stage.
"Visличиy is vital," she says. "Participating in international competitions is crucial – it builds recognition, and it gains ground."
She praises initiatives like the Iceland Design and Architecture Centre and DesignMarch, Iceland's annual design festival, for uplifting the profiles of local creatives. However, she advocates for increased financial support for Icelandic designers, particularly for the Iceland Design Fund.
Creative Leadership Journey
Apart from her duties with Gagarín, Olafsdóttir is finishing up an MBA in Creative Leadership this fall in Berlin. The program boasts an impressive lineup, featuring global residencies in places like India and the U.S., and draws participants from prestigious creative industries and leading global companies such as YouTube, TikTok, and Accenture.
"It's been a game-changer," she says. "The curriculum is tailored to the creative sector, and the network I've built through this program will be essential in my leadership role moving forward."
Photo from one of Olafsdóttir's trips to India, all part of her creative leadership studies. Photo/Private collection.
Additional Insights:
- The Nordic Pavilion concept is centered on circular forms found in nature and Japanese aesthetics, as well as its Unified Nordic message.
- The installation weighs 1,700 kg, stretches 85 meters in length, and contains nearly 1,000 cords to sustain it.
- The immersive paper installation consists of approximately 700 floating sheets of paper, made from recycled and rice papers, suspended in mid-air.
- Visitors have described the installation and pavilion as calming, captivating, and hypnotic, as IT steers away from flashy LED and light shows found in other pavilions.
- Nine interactive storytelling stations on the pavilion floor present real-life Nordic solutions for a better future in areas like waste reduction and well-being, showcasing shared Nordic values.
- The interactive queue experience outside the Nordic Pavilion at Expo 2025 showcases the latest technology, allowing visitors to take a virtual tour of the Nordic countries using QR codes.
- The weather and nature themes are cleverly integrated into the design of the Nordic Pavilion, reflecting the shared Nordic connection with these elements and Japanese aesthetics through circular motifs.
- Though the Nordic Pavilion doesn't have a separate Icelandic section, it showcases the country's strength in business and finance by exhibiting innovative collaborations and Nordic solutions aimed at sustainability and well-being.
- The success of Gagarín in winning the design competition and participating in Expo 2025 highlights the global recognition and impact of Icelandic design, paving the way for future opportunities in finance, technology, and other industries.
- With the completion of an MBA in Creative Leadership, Kristína Eva Olafsdóttir is poised to leverage the insights gained from her international residencies and professional network to guide the future growth and success of Gagarín and Icelandic design overall.
