Switzerland was the first country to confirm its participation in Expo 2020 in Dubai.
Located in the Opportunity District of Expo 2020, the Swiss pavilion offers a unique encounter with the country it represents and inspires visitors to take action for a better world. It presents Switzerland as a country of great beauty and a leading centre of technology and innovation by showcasing the excellence of Swiss universities, start-ups and companies and by creating joint events with local partners.
The selected project, "Reflections", is a bold architectural statement from the outside.
From the inside, it offers a unique experience.
The "Reflections" project was designed by the Swiss project team OOS AG (architecture), Bellprat Partner AG (scenography) and Lorenz Eugster Landscaping GmbH (landscaping) and built by the general contractor Expomobilia.
The pavilion evolves around the reflection of key aspects of Switzerland's culture, nature and innovations, presented through a series of interactive elements and images: the country's breathtaking landscapes as well as Swiss solutions for a sustainable future by presenting its technologies, innovations and scientific achievements.
Based on the travel concept, visitors are invited to discover Switzerland by walking through the pavilion, which is divided into three individual acts.
In the first act, the public is invited, by queuing on a red carpet and holding parasols, to interact with their own image reflected in the mirror on the pavilion's façade and to shape the facets of Switzerland through the reflection in the mirror.
The journey continues inside the pavilion for the second act. Here a unique experience of nature is staged. The audience strives to reach the climax of the journey: they walk up through a sea of fog. Destination unknown. Emerging from the fog, the view of an artistic interpretation of a mountain panorama is astonishing. Visitors enjoy a beautiful Swiss landscape and discover the tourist offer of the Swiss country and the opportunities created by a well-preserved environment. This authentic Swiss experience awakens all the senses and leaves visitors with a biographical note.
The third act covers the facet of an urban, sustainable and creative environment, reflecting Switzerland's position as one of the most innovative and competitive countries in the world. The exhibition will surprise visitors with a final sensory experience. They are invited to discover Swiss innovations and achievements by catching drops of water in the sea of fog and drawing knowledge from the fountains of innovation. In keeping with the Expo theme of "Connecting Minds - Creating the Future", the three acts each communicate Switzerland's strengths and opportunities in education, research, innovation and business.
The journey ends in the open air with an interpretation of the Arabian landscape in the Wadi. Recycled concrete seats are a particular feature of this landscape. Inspired by the seating culture of the Majlis, they create a place to stay and cultivate hospitality.
Visitors have the opportunity to experience the sweetness of Switzerland and taste a variety of Swiss chocolates at the Sprlingli shop and café on the ground floor. On the rooftop terrace, visitors can enjoy one of the best views of Expo 2020 Dubai while sipping a refreshing drink or tasting delicious snacks at the rooftop bar.
The Swiss pavilion is partnering with Swissnex, the global network that connects Switzerland and the rest of the world in education, research and innovation.
Swissnex presents content based on the Expo's theme weeks, which are linked to the UN's Sustainable Development Goals. Swiss universities, start-ups and innovative companies present their research and inventions through temporary exhibitions and presentations for the general public. In addition, panels, workshops, presentation competitions and networking events are held in the event area and on the roof terrace.
Swissnex at the Swiss Pavilion also aims to connect Swiss partners with their counterparts in the United Arab Emirates, the Middle East and other national pavilions. By inviting local and international researchers and students to events and workshops, the Swiss Pavilion serves as a framework to facilitate the creation of new collaborative partnerships.
Presence Switzerland is responsible for the Swiss Pavilion. It is a unit of the Federal Department of Foreign Affairs, which is responsible for Switzerland's image abroad and for Switzerland's official presence at international events, such as world exhibitions.
The Swiss Pavilion is based on a public-private partnership model. It promotes Switzerland's economic capacity and attractiveness to the UAE, the most important trading partner in the Middle East.
It showcases its high-quality products and services, together with its partners Schindler, Rolex SA, Switzerland Tourism, Clariant, KGS Diamond Group Ltd, Novartis, Nestlé Middle East and North África, Roche and other suppliers.