The Challenge: To Position Israel as a World Innovational Leader in general, and specifically in the Field of Marine Research and Development.
The pavilion presented the State of Israel in an International Exposition (themed Seas and Oceans) alongside 86 other countries. During the 3 month exposition period 840,000 visitors attended the pavilion.
The design draws inspiration from natural underwater scenery.
A pavilion/booth is the pinnacle expression of any brand, since it engages the target audience in real (physical) world, as oppose to digital media. The impact of well designed booth can not be underestimated.