Icelandic design studio Gagarín brings Nordic presence to World Expo in Osaka
Kristín Eva Ólafsdóttir is the managing director of Gagarín, which was part of the winning team behind the design and concept development of the Nordic Pavilion at the World Expo in Osaka, Japan.
Kristín Eva Ólafsdóttir, CEO of the Icelandic design studio Gagarín, describes their participation in the Nordic Pavilion at the World Expo in Osaka as both a mark of quality and an invaluable experience. Gagarín, a Reykjavík-based company known for its interactive exhibitions, has been at the forefront of experience design in Iceland and abroad for nearly 30 years.
Their portfolio includes work at Lava Centre in Hvolsvöllur, Eldheimar in the Westman Islands, the Þingvellir National Park Visitor Centre, and a number of projects for Landsvirkjun. Internationally, Gagarín has created installations for the Natural History Museum in Oslo and The Blue Planet Aquarium in Denmark.
A photo from the Blue Planet Aquarium in Denmark, one of Gagarín’s major international projects.
Designing the Nordic Pavilion for Expo 2025
At the World Expo 2025 in Osaka, Japan, held every five years and welcoming millions of visitors, Gagarín was part of the winning team behind the concept and design of the Nordic Pavilion. The project involved collaboration with Danish exhibition designer Arne Kvornings, and the Norwegian-Icelandic architectural firm Rintala Eggertsson Architects, led by Icelander Dagur Eggertsson.
“This was a unique challenge,” says Ólafsdóttir. “We had to develop a unified message representing five Nordic countries, and at the same time create something that would resonate with a predominantly Japanese audience — 90% of the expected 28 million visitors.”
The concept centers around the shared Nordic relationship with nature and weather, drawing inspiration from circular forms found in nature and in Japanese aesthetics — including the Enso circle, symbolic in Zen philosophy. This visual theme, seen throughout the exhibition, also links to cultural overlaps between the Nordic countries and Japan.
The eternal connection between the Nordic nations and nature and the weather was the central theme of the pavilion in Japan.
A prototype of part of the installation was set up in Switzerland in November last year.
Immersive paper installation and interactive experience
Visitors begin their journey outside the pavilion in a specially designed interactive queue experience. Through a QR code, they access a 360° virtual tour of the Nordic countries, featuring imagery from places like Eskifjörður and Nesjavellir.
Inside, the centerpiece is a mesmerizing visual and sound installation consisting of 700 floating sheets of paper, referencing Japan’s strong paper tradition. The 20-minute motion graphics piece — paired with an original ambient soundtrack by Icelandic artists Sindri Már Sigfússon (Sin Fang) and Kjartan Holm — is the only music heard throughout the pavilion.
The installation weighs 1,700 kg, stretches 85 meters in length, and is constructed from a blend of recycled paper and rice paper, suspended by nearly 1,000 cords.
“There’s a sense of Nordic calm and beauty to the space — unlike the flashy LED and light shows in many other pavilions. People have even described our pavilion as hypnotic,” says Ólafsdóttir.
Ólafsdóttir described experiencing the World Expo as an extraordinary and memorable experience.
Up to 28 million visitors are expected to attend the World Expo.
Unified nordic message
There is no separate Icelandic section; instead, the entire pavilion delivers a joint message about shared Nordic values, such as sustainability, climate goals, and collaborative innovation. Nine interactive storytelling stations on the pavilion floor present real-world Nordic solutions for a better future — from waste reduction to well-being.
“This is idea-driven experience design, our specialty at Gagarín,” Ólafsdóttir explains. “Exhibitions today compete with all other forms of entertainment, so we work hard to make the experience engaging — often outdoors as well.”
Global recognition and future impact
For Gagarín, winning the design competition and participating in the World Expo has been a significant milestone.
“It’s an incredible honor,” says Ólafsdóttir. “This is the largest audience we've ever reached with a single project, and it opens the door to new international opportunities. It’s a stamp of quality and a deeply valuable experience.”
A prototype of the installation was first tested in Switzerland last November, but Ólafsdóttir only saw the full-scale version herself two weeks ago in Osaka when she gave a private tour to President Halla Tómasdóttir and the official Icelandic delegation.
The Nordic pavilion is characterized by a great sense of calm, which visitors find appealing.
Future of Icelandic design abroad
Gagarín recently won bronze at the European Design Awards for a project with Climeworks, competing against top agencies across Europe. Ólafsdóttir says Icelandic design is holding its own internationally.
“Visibility is key,” she says. “Taking part in international competitions is critical. It builds recognition, and it pays off.”
She praises initiatives like the Iceland Design and Architecture Centre and DesignMarch, Iceland’s annual design festival, for boosting the profile of local creatives. However, she believes funding for Icelandic designers must be strengthened, especially through increased support for the Iceland Design Fund.
A creative leadership journey
In addition to her work with Gagarín, Ólafsdóttir is completing an MBA in Creative Leadership in Berlin this fall. The program includes global residencies in places like India and the U.S., and draws participants from leading creative industries and global firms like YouTube, TikTok, and Accenture.
“It’s been hugely rewarding,” she says. “The coursework is tailored to the creative sector, and the network I’ve built through this program will be invaluable in my leadership role going forward.”
Photo from one of Ólafsdóttir's trips to India, which is part of her MBA studies in creative leadership. Photo/Private collection
