Expo 2020 Programming StrategyDubai

Through our creative consultancy with Expo 2020 Dubai, AGB was asked to review the strategy for the overall programming of the site.

The Expo 2020 Programming team had developed a programme of activities for the public realm of the massive site.  The team had procured suppliers to provide a variety of entertainment options, but the components were not conceptually aligned.

During our development of a creative strategy for Al Wasl Plaza, AGB developed a deep understanding of Expo 2020’s target audience, tone and voice, operational considerations, and cultural sensitivities.  Based on this, the Expo 2020 senior leadership extended our scope to review the sitewide programming and create a holistic strategy.

The remit was to review all programming planned for entrances, circulation areas, primary pavilions, external spaces, food experiences, district stages, parades and processions, parks, and destination stages.  The AGB team applied our 5-step methodology, extracting insights from the information found through detailed research and interviews.

Following careful framing and categorisation, we tested concepts through a series of workshops on trial spaces.  From these successes, we developed an overarching creative framework that established personalities and rhythm of the day, which served as guidelines to establish the sitewide programming atmosphere.