Tellart

What happens when 300 people meet a single AI and co-author a movie trailer plot?

At CIIIC 2026, Tellart’s AI Game Show turned this into a live, participatory experience. Guests engaged one-on-one with SAM, a custom-built AI character that responded to each individual while weaving their inputs into a shared narrative.

This work builds on Tellart’s ongoing exploration of AI-driven experiences, from SAM AI (2024) at Nxt Museum to Sunrise Explorer (2025).

We are thrilled to share that the Netherlands Pavilion received 1 Award and 2 Honourable Mentions from the EXPO Exhibitor Awards by EXHIBITOR Magazine (.group ) ! 🌏✨

🏆 Winner: Best Element
🏅Honourable Mentions: Best Small Pavilion, Best Exhibit or Display

Created by AND B.V. a collaboration between Tellart, RAU Architects (.architects), DGMR ( , and Asanuma(), the Netherlands Pavilion stands out for its seamless, holistic storytelling.

From its architectural exterior to its interior layout and communication touchpoints; every element contributes to a unified narrative of sustainability and innovation from the Netherlands to the world.



#大阪万博 #オランダ館

Have you checked out the new Dezeen article featuring the Netherlands Pavilion?

Tellart and RAU Architects (.architects) share the design concept and decisions behind the story-driven, immersive space 🇳🇱

"The intention is to have our guests exit the pavilion with a sense of hope and clarity around the challenges we face as well as a sense of individual agency and communal energy to contribute to solving the challenges we collectively face,"
— Ries Straver, Executive Producer at Tellart

🔗Read the full article via the link in bio

Curious about what visitors will experience at the Netherlands and Philippine Pavilions during Expo 2025 in Osaka?

The latest article by Charlotte Coastes offers an exciting look into the journeys these pavilions offer.

Across both spaces, Tellart has designed 11 interactive installations, each crafted to ignite imagination, encourage participation, and bring vital global stories to life.

Read the full article via the link in bio!

Thank you for featuring the Netherlands Pavilion in this list of highlights for Expo 2025.

Tellart is honoured to be designing the guest experience for the Netherlands Pavilion and the Philippine Pavilion.

We look forward to sharing more soon.