How do you invite millions of people to engage meaningfully within a global brand experience that’s dedicated to continuous movement. How do you seek deeper visitor engagement while keeping them moving through a space?

At Expo 2020, DP World’s Flow Pavilion connected visitors more deeply to its themes —mobility, opportunity, and sustainability. We all hate queuing and waiting. How do you gather and celebrate millions of opinions and insights whilst maintaining the frictionless flow that is critical for all pleasurable visitor experiences.

Open designed the Reflection Points—a series of landscape formatted digital triptychs. These large-scale touch sensitive digital surfaces were placed on the descending ramps taking visitors down through the Pavilion’s gallery floors.

These surfaces were positioned immediately after each thematic gallery to pose playful, beautifully designed “pearl questions” relating to each of the galleries. These reflection points invited intuitive engagement from visitors without the need to stop the movement of their journey.

The visitor responses were aggregated, beautifully visualised and celebrated as realtime visitor generated live data sequences on the Pavilion’s central LED wall.

The Reflection Points became a critical element of the DP World Flow Pavilion’s success. We engaged audiences with minimal interruption and maximum impact. DP World gathered over 2.7 million unique insights—turning our audiences answers into a powerful research dataset for the business. By reimagining the traditional process of visitor data collection we transformed it into a pleasurable and desirable experience.