Alice Britton
Executive Director
Journey
As a director at Journey, a global design and innovation studio pioneering multidimensional experiences (MDX), Alice Britton's work continues to push the boundaries of what immersive visitor experiences can achieve.
Her leadership on the Saudi Arabia Pavilion at Expo 2025 in Osaka, Japan, exemplifies how immersive environments can change global perceptions and promote valuable cultural exchange.
Britton led the pavilion’s gallery experiences, blending design and content to showcase Saudi Arabia’s heritage and future vision. The digital, immersive content aimed to create a human experience, telling Saudi’s story through culture, real people, and voices woven into the architecture.
Britton led research trips and film shoots across Saudi Arabia, capturing authentic stories from diverse communities, from festival rituals in Rijal Alma to local artisans in Al Balad. Her focus on authenticity fosters an emotional connection between visitors and Saudi people in the Pavilion, transcending stereotypes and illustrating heritage.
Beyond storytelling, she promoted connecting creativity with sustainability, involving coral-restoring scientists in the pavilion's narrative.
Speaking to blooloop about the project, she said:
“It wasn't just a building with a story stuck into it. The building had to be the story, embedded into every surface, which was a challenging and beautifully ambitious brief.”
Through these innovations, Britton shows why she is a leading figure in the immersive industry today. Her work is characterised by a unique blend of creative daring, strategic foresight, and a strong respect for cultural integrity. She recognises that immersive environments are more than just visual spectacles – they serve as platforms for empathy, understanding, and collaboration.
One of the people who nominated Alice Britton said: "In a sector that increasingly values authenticity and purpose, Alice’s projects, which also include The Empire State Building Observatory and HomeForest, set the standard. By blending art, science, and storytelling, she is redefining what the future of global immersive experiences can be."
