BRC Imagination Arts to design & develop USA Pavilion at Expo 2031 Minnesota

BRC Imagination Arts, a full-service strategy, design, and production company that transforms how people feel, think, and connect, will lead the creative design and development of the USA Pavilion at Expo 2031 Minnesota, including the pavilion’s immersive visitor experience.

The firm is known for its work in the themed entertainment industry, where it creates story-driven attractions and destinations designed to engage large global audiences.

The announcement was made at the AIPH Spring Meeting in Sydney, where it was also shared that Shanna Woodbury has been appointed executive director of the USA Pavilion.

Expo 2031 Minnesota will be the first A1 International Horticultural Exposition held in the United States – a six-month global event bringing together international pavilions, cultural programming, and large-scale garden installations.

The announcement took place in front of global horticultural leaders, international expo organisers, and representatives from participating countries at the AIPH meeting.

This event marked the first official international reveal of the host nation pavilion concept.

Concept and vision revealed

The USA Pavilion’s vision is “Where the American Dream Meets the Living World.” It functions as a national showcase and a global gathering space, inviting visitors to discover the changing story of the United States through immersive stories, living landscapes, innovation exhibits, and cultural events.

The pavilion will explore themes of innovation, entrepreneurship, creativity, resilience, and community, showcasing how human ingenuity and the natural environment can thrive together towards a regenerative future.

Drawing inspiration from Minnesota’s identity as “the land where the water reflects the skies,” the design centres on three elemental forces: Land, Water, and Sky. It will feature living gardens, reflective waters, and open-sky architecture, creating a space where guests can experience the landscapes, ideas, and aspirations that shape America.

The project will combine landscape design, architecture, and storytelling to create an immersive environment for visitors.

As executive director, Shanna Woodbury will be responsible for guiding the pavilion’s strategic growth, coordinating internationally, and managing operations.

Woodbury will work closely with Expo leaders, federal agencies, international delegations, and private partners to ensure the pavilion offers an exceptional experience and effectively showcases the United States globally.

“World Expos are extraordinary platforms for global exchange and collaboration,” says Woodbury.

“The USA Pavilion will welcome the world to experience the creativity, innovation, and optimism that define the American spirit, while showcasing how humanity and the living world can thrive together.”

Expertise in creating themed entertainment & immersive experiences

For 45 years, BRC has transformed brand and cultural stories into destinations designed for lasting impact, driven by Deep Story and guided by a creative philosophy called Magic with Heart: the belief that imagination and precision belong together, and that the best work moves hearts and moves numbers in equal measure.

It has created museums, brand homes, visitor attractions, and expo pavilions worldwide, drawing millions of visitors each year. Its expertise in themed entertainment and experiential design makes it well-suited to a World Expo pavilion, where architecture, storytelling, technology, and landscape design come together to create a memorable visitor experience.

“Creating the host nation pavilion for a world exposition requires both visionary storytelling and world-class delivery expertise,” says Wendy Meadley, CEO of Expo 2031 Minnesota.

“BRC Imagination Arts brings extraordinary creative leadership in designing transformative experiences. They will provide the global design expertise, creating a USA Pavilion worthy of welcoming the world.”

Christian Lachel, chief creative officer of BRC Imagination Arts, adds: "The greatest pavilions don't just show you a nation, they let you step inside its story.

"The USA Pavilion at Expo 2031 will celebrate what makes the American Dream enduringly alive: the belief that innovation, nature, and human creativity can shape a better world together."

Instead of just a single exhibition, the USA Pavilion will serve as a vibrant hub featuring various experiences such as the USA Experience, the Living Laboratory, the American Dream Living Stage, Diplomatic and Business Spaces, Native Plant Displays, Pavilion Dining, and Retail.

During the six-month Expo, it will showcase changing exhibitions, performances, and themed programs focusing on horticulture, health and wellbeing, sustainability, food systems, technology, and future living.

Designed to remain in place after the Expo, the USA Pavilion will form part of the long-term legacy of the event and the wider destination development in Dakota County.

Expo 2031 is scheduled from May to October 2031, welcoming participating nations, organisations, and over 4 million visitors to Dakota County, Minnesota.

BRC Imagination Arts also created the USA Pavilion at Expo 2025 Osaka in Japan. The team was inspired by the legendary “It’s A Small World,” which premiered at the 1964 New York World’s Fair.