Cultural Storytelling for KSA Expo 2030 Riyadh Signature Anchors

Image credit - LAVA/BUCHAREST

Riyadh, September 2025 – Expo Pavilion Group (EPG) has been appointed to lead the exhibition and experience design concepts for the Kingdom of Saudi Arabia Pavilion and the ICON, the two signature anchors of Expo 2030 Riyadh.

As part of the international design consortium led by LAVA (Laboratory for Visionary Architecture), EPG’s role focuses on transforming the Kingdom’s story into an immersive, multi-sensory journey that resonates with both local and global audiences.

At the heart of EPG’s work is the translation of Saudi Arabias Momentum into a visitor journey that connects Saudi Arabia’s heritage, present transformation, and future aspirations. Through spatial storytelling, advanced AR technologies, and interactive design, the exhibitions will set a new benchmark for cultural storytelling on the world stage.

“Our vision is to move beyond static displays and create experiences where Saudi authenticity meets global resonance,” said Melle Pama, Founder of Expo Pavilion Group. “The Pavilion and the ICON are more than destinations — they are voices of a nation in motion, offering visitors the chance to experience foresight, connection, and collective possibility.”

The exhibition concepts are fully aligned with Expo 2030’s overarching theme, Foresight for Tomorrow, and with the ambitions of Saudi Vision 2030. Visitors will embark on journeys experiencing how heritage and innovation together shape Saudi Arabia’s trajectory toward a sustainable, prosperous future.

With Expo 2030 Riyadh expected to welcome more than 40 million visitors from across the world, the KSA Pavilion and the ICON will be landmark experiences — offering immersive storytelling that bridges cultures and inspires action.