Sectors at American Pavilion

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While the official opening of the United States pavilion at Expo 2020 Dubai – the next World’s Fair- on October 20, 2020, may seem far away, Pavilion USA 2020, the partnership responsible for the United States’ National Pavilion, has made significant progress in the design and planning of the landmark building that will represent more than 325 million Americans.

On November 28th, a day after Dubai was named host city for Expo 2020 for the fifth time, the basic plans for the building and its experiences were unveiled during a ceremony in Dubai. The occasion featured the unveiling of an architectural model of the United States pavilion, which was created by world-renowned American architect Curtis W. Fentress, FAIA, RIBA; and a look at the American experiences that Detroit-based design studio George P. Johnson Experiential Marketing is now working on.

American Pavilion

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Pavilion USA 2020 leadership, as well as Krista Pilot, PepsiCo’s Vice President of Corporate Affairs for Asia, the Middle East, and North Africa, announced that the 120-year-old New York-based company, which is known worldwide for its food and beverage products, will be a lead sponsor and Official Beverage partner of Pavilion USA 2020.

Pavilion USA 2020, AmCham Dubai, AmCham Abu Dhabi, and the US-UAE Business Council signed a Memorandum of Understanding (MOU), a first-of-its-kind arrangement, to pursue the joint goal of engaging the private sector in a history-making US pavilion.

USA Pavilion in 2020

Pavilion USA 2020 is a group of premier American architecture, experience, communications, public diplomacy, academic, financial management, and fundraising organizations that have banded together to fund, design, build, run, and decommission the United States pavilion at Expo 2020 Dubai. Following a competitive national request for proposal procedure, it was chosen by the US Department of State to implement the US pavilion at Expo 2020 Dubai. The United States Pavilion will be brought to life through a multi-year public-private partnership, a massive effort that will necessitate the engagement of artistic, commercial, and cultural partners from across the United States and its territories.

U.S. Consul General in Dubai Philip Frayne and Director of the U.S. Department of State’s Expo Unit James Core represented the US government at the launch event: “The release of the first designs for the US pavilion by Pavilion USA 2020, as well as the announcement of their first sponsors, excite us. This is a critical phase in the United States’ preparations for Expo 2020 in Dubai. Other businesses, cultural and humanitarian organizations, and people are encouraged to learn more about how they might get involved.” 

Global Ties U.S., the consortium’s public diplomacy partner, highlighted cultural programs and engagement opportunities to be exhibited in the pavilion to highlight the United States’ broad cultural and social diversity. “We are ecstatic to be a part of the United States exhibit at the Dubai Expo. We look forward to showcasing the remarkable diverse cultures of America’s states and territories through dance, music, theatre, writings, art, food, sport, and other touchpoints in American society, in collaboration with our partners at the University of Southern California’s Center on Public Diplomacy and our citizen diplomacy channel across the United States.

Trigger Syntax
  • “Today we’re looking at an Expo that is tied to mobility, movement, travel, sustainability – things that are very essential to the globe today,” Colorado-based Curtis W. Fentress of Fentress Architects said during the kickoff ceremony. We planned this structure to be circular in shape, with slants fashioned to give the impression of movement, making the viewer feel like the building itself is in motion.


  • It exhibits every one of the things we are doing in America: creating innovation and ideas that will push us ahead later on. Planning this structure is a huge obligation – one we treat exceptionally in a serious way as we will be exhibiting America and American plans to more than 25 million individuals expected to visit the Expo.”David Rich, the structure’s Executive Producer and Paul Hemsworth, the structure’s Creative Director, both of Michigan-based experiential plan firm George P. Johnson Experience Marketing (GPJ) strolled participants through the vivid state of the art intuitive encounters that the U.S. structure will highlight. Rich offered that “our office is eager to bring to life the tales of how the most motivating American versatility advancements are working on the existence of people from one side of the planet to the other. Alongside our sister offices Spinifex and G7, we’ll drench guests in an unrivaled encounter of ‘versatility advancement,’ from physical to computerized to financial, as brought to fulfillment by our lavishly different populace of masterminds, makers, and practitioners who are revamping American business while assisting with energizing advancement all throughout the planet. With this Expo getting back to the topic of advancement, and with the work the Expo 2020 Dubai association and the more extensive district is putting toward making this a worldwide commercial center, this is a phenomenal chance for American organizations to impart their developments to the world. We’re respected to serve them, our nation and the Expo in assisting with getting it going.”
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