South Africa’s Pavilion at Expo 2020 was a two-level immersive space showcasing the country’s culture, innovation, and investment potential.
Client
DTIC (Department of Trade Industry and Competition)
Year
2021
Services
Conceptual Design
Country Themed Pavilion Execution
Audiovisual Content
Location
Dubai, UAE
Visitors explored the richness of South African identity and engaged with global partners in a tailored business hub.
Freshly Minced, in partnership with MultiChoice, conceptualised and executed the pavilion’s experience and design — from digital storytelling on the ground floor to business engagement spaces above.
The team also created all audiovisual content and monthly campaigns for the six-month Expo, delivering strategic messaging aligned to national brand objectives and sector-specific priorities.
