BRC Imagination Arts Appointed Official Creative & Experience Partner of the USA Pavilion

Expo 2031 Minnesota USA has appointed BRC Imagination Arts, one of the world’s leading experience design firms, to lead the pavilion’s creative design and development, including its immersive visitor experiences. For more than four decades, BRC has created iconic destinations, museums, brand homes, and exposition pavilions that welcome millions of visitors annually.

“Creating the host nation pavilion for a world exposition requires both visionary storytelling and world-class delivery expertise,” said Wendy Meadley, CEO of Expo 2031 Minnesota USA. “BRC Imagination Arts brings extraordinary creative leadership in designing transformative experiences. They will provide the global design expertise creating a USA Pavilion worthy of welcoming the world.”

Christian Lachel, Chief Creative Officer of BRC Imagination Arts, said:

“The greatest pavilions don’t just show you a nation they let you step inside its story. The USA Pavilion at Expo 2031 will celebrate what makes the American Dream enduringly alive: the belief that innovation, nature, and human creativity can shape a better world together.”

A Pavilion Designed as a Global Destination

Rather than a single exhibition, the USA Pavilion will be a dynamic destination composed of multiple experiences, including:

• The USA Experience: an immersive journey through American innovation, culture, and future living
• The Living Laboratory: a vertical greenhouse showcasing breakthrough horticultural science and regenerative technologies
• The American Dream Living Stage: a daily broadcast and performance venue bringing global audiences into the pavilion
• Diplomatic and Business Spaces: meeting places for international delegations, trade missions and partnership forums
• Native Plant Displays: integrated throughout the pavilion
• Pavilion Dining: a culinary showcase featuring rotating residencies from celebrated American chefs
• USA Pavilion Retail: a curated destination highlighting American brands, artisan products, and official Expo merchandise

Throughout the Expo’s six-month run, the pavilion will host evolving exhibitions, performances and thematic programming exploring horticulture, health and wellbeing, sustainability, food systems, technology, and future living.

A Lasting Legacy

Built to endure beyond the Expo, the USA Pavilion will stand as the iconic legacy structure of Expo 2031, advancing horticulture, innovation, and the creation of a livable community of the future. Aligned with Expo 2031’s theme, “Human / Nature: Where Humanity & Horticulture Meet,” the pavilion will continue operating as a year-round destination for tourism, education and community engagement.

Expo 2031 Minnesota USA will take place from May through October 2031, welcoming participating nations, organizations, and millions of visitors to Dakota County, Minnesota.