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Thinkwell showcases American Dream at Expo 2020 Dubai – Blooloop

Innovations and contributions to global society at heart of technologically-advanced exposition
Words:  Adam Whittaker
Thinkwell Group, the global experience design and production company, is celebrating the successful opening of the United States of America Pavilion at Expo 2020.
Thinkwell was selected by the U.S. Department of State to deliver and produce the USA Pavilion for Expo 2020 Dubai, which opened 1 October 2021, as the first world expo to be hosted in the Middle East, and home to a number of nighttime spectacles.
The USA Pavilion comprises a number of innovations such as a moving sidewalk that is the first-of-its-kind, transporting guests on a leisurely journey through the initial trio of exhibits.
Thinkwell worked to design the central theme for the Pavilion, “Life, Liberty, and the Pursuit of the Future”, which is reflected in the 4,000 square meters (43,000 sq. ft) space.
Seven exhibits take guests on a unique journey celebrating the past, present, and future of American innovation with national artefacts including Thomas Jefferson’s personal copy of the Quran, a Statue of Liberty torch replica, and a model of the famous Mars Opportunity Rover.
A full-size replica of a SpaceX Falcon 9 rocket stands 137 feet tall near the exterior of the pavilion, with a light show projected on its exterior to dramatically showcase the story of America’s space exploration, “blasting off” each night.
“The Sky is no Longer the Limit” is the building’s signature multimedia presentation, and the first production of its kind to utilise “Black 3.0”, the world’s most light-absorbent black acrylic paint.
The feature examines futuristic topics including quantum computing and the impending democratisation of space, taking place 39 feet above viewers’ heads with fifteen projectors. The show projects dimensional scenes on various ceiling-suspended elements that glide across the room such as astronauts, spacecraft, and a 16-foot sphere that lights up to represent the moon, Mars, and other globular objects.
Complementing the visual display, 70 QSC speakers and 3 QSC subwoofers are independently controlled by a spatial sound system to deliver immersive 3D sound. 
Other features in the pavilion include a 59 foot (18 metres) long curving relief mural, which utilises projection mapping to highlight American inventions that have contributed to modern conveniences including technology and transportation.
Another presentation contains towers of rotating media cubes that introduce the diverse personalities of up-and-coming American companies and innovators who are working to provide their skills and services to communities lacking access to today’s necessities around the world. 
Chief creative officer for Thinkwell Craig Hanna reflects on the major project, saying “After a year’s delay from a global pandemic, there has never been a more important time for the world to come together for a World Expo to explore the possibilities of what our collective future could look like.
“Thinkwell is honoured to work with the U.S. Department of State and our many partners and collaborators in telling this next chapter of the story of the future for the United States with this innovative pavilion.”
Thinkwell Group provided its show, exhibit, media, and interactive design services, alongside its production and installation expertise. The company’s turnkey services can be found throughout the pavilion, which incorporates the skills and talents of its teams at Thinkwell Studio Montréal and Thinkwell Media.
A spokesperson adds “As a part of the full team of global collaborators, Thinkwell is proud to have developed a unique, engaging experience for the millions of visitors to Expo 2020 Dubai.”
Expo 2020 Dubai reported it has recorded over 5.5 million visitors as of December, including visits from ministers, presidents, prime ministers and heads of state. The USA Pavilion will be open to Expo visitors until 31 March 2022.
Next month, Expo 2020 Dubai will be one of the venues for IAAPA’s Middle East Summit.
Last week, Thinkwell Group announced the promotion of Jason McManus to Principal.
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