Amongst a multitude of other pavilions, Sydney was part of the Inter-City Pavilions section, offering observations of a city’s shifting references and influences. Our big challenge was to create stand-out and recognition, and build upon the curatorial theme of the Sydney Pavilion, 'The Floating Eye’. This theme encompassed the varied perspectives of the city’s transforming reality observed though its demographics, environment, history, geography and society.

We built a visual language of symbols, combined and intertwined by a shifting graphical interpretation of the lens of the viewer. With shape and colour expressing the theme, the identity overcame any language issues, and avoided the need for wordy articulation.

The reports from Shanghai were of a great success – The Sydney Pavilion being one of the most visible and recognisable Pavilions.