Insight
Launched at MIPCOM in Cannes, France, The Pavilion embodies the unmistakably British, bold and creative spirit of BBC Studios.
Idea
From the second storey, views of the Mediterranean are amplified when the petal façade opens to reveal a platform. With its exterior covered entirely in recyclable aluminium scales, inspired by theatrical curtains, the building takes on distinct identities from day to night. During the day, partial views inside create intrigue while providing privacy to the sleek interior. At night, light and activity are emitted through its porosity.
The Pavilion houses a variety of wings for meetings and events. Each space is finished with a palette of neutral materials, selected for their robustness and contribution to better acoustics, for a quiet background for BBC content that is displayed throughout on LED screens. The design ethos creates a language of vivid detail, whether structural junctions to wall panel joints with shadow gaps.
Impact
In contrast to traditional single-use exhibition stands The Pavilion is an efficient and re-useable icon. Built from raw, recyclable materials, the steel structure is an environmentally sustainable legacy.
Credits: Lead Architect — Universal Design Studio, Lead Design and Build — Cheerful Twentyfirst, Creative Lead — Christine Loosecaat, Façade Specialist — Giles Miller Studio, Construction — Stage One.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.