At Expo 2025 Osaka, more than 64,500 visitors experienced Saudi culture through Wonders of Arabia, an immersive project designed by Multilem for the Saudi Tourism Authority. Beyond celebrating 70 years of diplomatic relations between Saudi Arabia and Japan, the project left us with key lessons on how to create meaningful impact on a global stage and elevate the future of brand experience.
1. The power of cultural storytelling
The experience took visitors on a journey across AlUla, Diriyah, Riyadh, and the Red Sea, weaving together traditional elements such as Arabic calligraphy and crafts with contemporary icons like Formula 1 and Cristiano Ronaldo. This vibrant universe resonated strongly with the Japanese audience. The takeaway: when tradition and innovation meet, stories become universal — a foundation for any powerful brand experience.
2. Managing massive audiences
With peaks of over 2,400 visitors at the same time and long daily queues, flow management was critical to ensuring an immersive experience without losing quality. The learning: experience design is also operations design, and Multilem’s expertise in handling complexity is central to creating seamless global brand experiences.
3. Experiences as cultural bridges
This project was more than a pavilion — it was a cultural bridge between Saudi Arabia and Japan, a reminder that immersive brand experiences have the power to connect countries, cultures, and visions of the future.
4. Expanding into new markets
Wonders of Arabia also marked a strategic step for Multilem in Asia, consolidating our presence with the recent opening in China. The insight: every global brand experience is also a business growth opportunity.
At Multilem, we see every project as a living lab of innovation. Osaka reminded us that when experiences are told the right way, their impact knows no borders. That is the essence of a meaningful brand experience on the world stage.
What lessons do you believe should guide the future of global brand experiences?
