Tamschick Media + Space developed the Magic Box with Atelier Brückner, as a large, walk-in cube whose interior is lined with high-resolution LED screens on all sides. Visitors stand on a glass platform at the centre, literally suspended in the image space.

A connected sequence of cinematic compositions translates the “cosmos of energy” into flowing visuals: networks, cities, infrastructures and everyday situations show how electricity structures contemporary life. The visual rhythm moves between abstract patterns and concrete scenes, keeping the energy theme both readable and atmospheric.

The media concept extends to the pavilion’s exterior. During the day, small movable plates on the LED façade reflect the surroundings like a shimmering mirror. After dark, they become a luminous surface where animated “heartbeats” of light travel across the building, echoing the dynamics of the grid.

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Visitors enter the Magic Box and step onto the glass platform at the cube’s centre. Surrounded above, below and around by LED imagery, they are immersed in a 720° media environment.

The show carries them through different facets of electric life: from natural forces harnessed as energy to illuminated skylines and domestic scenes where the grid becomes visible only when imagined to vanish. Sound design and image are tightly synchronized so that changes in content are experienced as shifts in energy levels.

From outside, passersby see the pavilion breathe with light as waves of animation travel across the façade into the night, turning State Grid’s abstract core business into a tangible, spatial and emotional presence on the Expo site.

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Under the Expo theme “Better City, Better Life”, State Grid wanted to show how electricity silently underpins modern urban living without resorting to technical diagrams or didactic displays.

The task was to stage the grid as something diverse visitors could feel and intuitively understand: dynamic, omnipresent, and life-shaping. The main show had to be spectacular enough to stand out among the Expo’s many pavilions while remaining legible to a broad international audience.

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