Terra, The Sustainability Pavilion, Expo2020 Dubai

Terra, the Sustainability Pavilion, a signature attraction for Expo2020 Dubai, opened to the public from October 2021-March 2022. The spectacular building, designed by Grimshaw Architects, invited visitors into more than 8,000-square meters of exhibition space created by Thinc and its content partner, The Eden Project.



The pavilion embodied a radical proposition to fundamentally change the way millions of people can understand sustainability. By inviting visitors on an immersive, emotional journey through a fantastical vision of our living planet, and by playfully—but profoundly—confronting our way of living on it, the exhibits challenged all of us to dig deep within ourselves to consider what we most value and the choices we will make to shape a thriving world.



Expo visitors entered through a Wadi, deep into the soil and back in time. An outdoor courtyard led through fairground games that presented specific parameters the earth needs in balance to thrive. The experience continued into the wonder of the natural world through immersive terrestrial or marine environments that shaped different pathways through the experience.



The “Wood Wide Web,” form the roots of the forest, in which trees work together, share resources, and protect themselves. “Under the Ocean” brought visitors face-to-face with corals and bioluminescent creatures. Wonder yields to Madness with a giant “Gnasher,” a wild consumption machine that eats nature and excretes consumer items. In a Sea of Consumption, visitors walk through a giant angler fish, clogged with plastic and old televisions still playing incessant consumer ads.



“Would You Rathers” presented choices that concern the things visitors value and a “Laboratory of Future Values” demonstrated myriad ways people are changing course to thrive on our planet and to learn about the sustainability principles embodied in the Pavilion itself.



Visitors exit through a donut-shaped, web-like network that symbolized the interconnectedness of all life, and the potential for regeneration. Video installations told real life stories of transformation and regeneration that bring health and hope to our planet.