BRC Imagination Arts (BRC), an award-winning experiential storytelling, design, and production firm, is a key creative partner for the USA Pavilion at Expo 2025 Osaka, Kansai. Partnering with ES Global Inc., Alchemy, and Trahan Architects, BRC is creating the immersive exhibits, media production, and storytelling experiences that will invite visitors to imagine and engage on a journey with American culture, creativity and innovation.
BRC has a rich history of creating World Expo pavilions and is one of very few companies to be nominated for two Academy Awards for work specifically created for a world expo pavilion. Many of BRC’s pavilions have even found new life beyond the Expo, being recreated in locations around the world. The 2025 USA Pavilion will continue this legacy, offering an emotional and dynamic experience that highlights U.S. ideas in areas like cultural exchanges, travel, space exploration, and innovation.
A vision of imagination and collaboration
Themed “Imagine What We Can Create Together,” the USA Pavilion invites visitors to explore how imagination fuels innovation and collaboration across America and with international partners. This concept underscores America’s deep history of creativity, entrepreneurship, and its commitment to working together to address how we can empower lives and inspire future generations.
“Our ability to imagine is one of the most powerful tools we have,” says Christian Lachel, Chief Creative Officer at BRC Imagination Arts. “World Expos hold a unique power to bring people from all corners of the globe together to celebrate human creativity, innovation, and progress. We are honored to create a pavilion experience that invites the world to explore, discover, and dream about what we can achieve when we come together as a global community.”
“As we have seen at so many other international events, U.S. participation and leadership are vital to U.S. interests and those of our allies and partners around the world. Next year, we have a unique opportunity to showcase the very best of the United States at Expo 2025 Osaka,” said Matthew Hays, Director of the International Expositions Unit overseeing U.S. participation in World and Specialized Expos. “The USA Pavilion’s theme ‘Imagine What We Can Create Together’ invites people to celebrate human potential, imagination, and achievement as we work together to create a more just, secure, and prosperous world. We look forward to welcoming visitors from all over the world for a distinct and unforgettable United States pavilion experience.”
An immersive journey guided by Spark the USA Pavilion mascot
The USA Pavilion experience will feature Spark, a friendly mascot symbolizing the “spark of imagination and creativity.” Spark’s unique character design is inspired by American symbols and motifs combined with a playful sense of boundless imagination and possibility. The fully animated character will guide visitors through a series of connected, immersive imagination realms that showcase American opportunity, culture, creativity, and innovation.
One of these experiences is the Innovation Realm, where Spark and a USA Pavilion Youth Ambassador will lead visitors on a journey through groundbreaking ideas and advancements shaping our collective future. The experience will highlight cutting-edge innovations in fields such as agriculture technologies, nanotechnology, and advanced material science, and industrial design. Visitors will learn how the United States is developing transformative solutions that will help individuals, communities and global challenges – like creating food technology systems that adapt and learn with nature, designing advanced products that empower lives, and pioneering medical breakthroughs that redefine how we care for families and communities.
The Innovation Realm embodies the Pavilion’s overarching theme, “Imagine What We Can Create Together,” inviting guests and families of all ages to explore how collaboration and creativity drive progress. This immersive space will offer an inspiring glimpse into the technologies and ideas that are redefining what’s possible, showcasing the power of imagination and American ingenuity to help shape a brighter future.
Other Imagination Realms and experience details will be released at a further date. Those interested may subscribe for updates here.
Get involved
Osaka Expo 2025 is set to open on April 13, 2025, and is expected to attract nearly 30 million visitors over six months. U.S. businesses and organizations are encouraged to join the Pavilion’s efforts in showcasing groundbreaking innovations and fostering international collaboration. For more information, please visit: www.state.gov/about-us-expo-unit
“Expo 2025 is an incredible opportunity to celebrate the power of imagination and collaboration on a global stage,” said Carmel Lewis, President of BRC Imagination Arts. “At the USA Pavilion, we aim to showcase not only the innovation and creativity that define the United States but also our commitment to working together with the world to create a brighter future for generations to come.”
