Gone are the days when promoting a country at the World Expo involved filling a building with local iconography to link it directly to the host nation. The world is constantly changing, and new methods of presentation are needed to release the creative potential of the Pavilion.

The viewers want to be involved in the proposed space - to become part of the performance and experience a new emotional experience. Christian Sylt and Caroline Reid from AV Magazine try to know how Simpateka Entertainment Group can think outside the box and translate their ideas into the Russian Pavilion at Expo 2020.