Anthem were proud to be asked by Avantgarde, one of Europe’s leading brand experience agencies, to deliver this stunning and innovative concept.

We were tasked with bringing to life renowned artist Es Devlin’s hugely ambitious vision – an imposing, illuminated sculptural ‘message to space’. Inspired by one of Stephen Hawking’s final projects, ‘Breakthrough Message’, the Pavilion invited you to consider what message we would communicate as a planet should we one day encounter other civilisations in space.

To bring the concept to life, visitors were asked to donate a word they felt described humanity or life on earth. From these words an algorithm generated poetic couplets which combined to build one unified collective message projected onto LED screens built into the facade.

The building itself was divided into two distinct areas – the ‘cone’ which housed an exhibition maze, the message donation opportunity and the soundscape experience and the ‘wedge’, which contained the event space, meetings rooms, bars and restaurant areas.

As well as managing the design of the physical structure we also worked with a team of world leading content designers and machine learning specialists to develop a ground-breaking and remarkable visitor experience.

View pavilion time lapse


Avantgarde for the Department of International Trade, UK Government


Dubai, UAE

What we did

  • We provided the overall project management function coordinating a complex mix of globally renowned creatives, designers, architects and engineers
  • We worked closely with an extended government client team and their support agencies and contractors to deliver the physical structure
  • Managed a multi million £ budget in a complex multiple stakeholder environment
  • Oversaw the development and delivery of pavilion content – algorithm, AI and system planning, digital experience, screen content design