Sumitomo Pavilion Creator’s Voice Vol.1 Jun Naito(PARADE)
Hello from the Sumitomo Pavilion.
In this series, “Sumitomo Pavilion Creator’s Voice,” we’ll be introducing the voices of the creative staff involved in the exhibition, architecture, and production of the Pavilion.
Their stories are filled with passion for EXPO 2025 Osaka, Kansai and the Sumitomo Pavilion, episodes of overcoming challenges, and deep creative commitment.
Our first storyteller is Mr. Jun Naito, Chief Creative Director and General Producer from PARADE Design Firm.
＜Profile＞
Jun Naito has produced numerous pavilions at World Expositions, including the Toyota Group Pavilion at Expo 2005 Aichi, the Japan Pavilion at Expo Milano 2015, and the Japan Pavilion at Expo 2020 Dubai. His wide-ranging portfolio also includes major projects such as The 6 major summer festivals in Tohoku region, the MIZKAN MUSEUM, corporate showrooms, exhibitions, and urban development initiatives. In 2023, he founded PARADE Design Firm with the mission of “creating real experiential value,” aiming to advance and evolve the field of events and spatial design for the next generation.
https://parade-df.com/
What led you to work on the Sumitomo Pavilion?
The movement around private-sector pavilions for Expo 2025 Osaka, Kansai began around March 2021—just six months before the opening of Expo 2020 Dubai, which I was working on at the time.
While I was developing proposals for several pavilions, an opportunity from the Sumitomo Group came my way. A colleague said to me, “This Expo is being held in Osaka–Kansai, which has deep ties to Sumitomo. If we don’t take this on, who will?”
That push was the catalyst that led me to take on the project with Sumitomo Group.
How did the Sumitomo Pavilion experience take shape?
Back in 1970, at the Osaka Expo, the Sumitomo Fairytale Pavilion was called the “The Sumitomo Pavilion,” so the initial image was to send a message to the children—the creators of the future.
As I delved deeper into Sumitomo’s background, I discovered the group's roots in the Besshi Copper Mine, and its long history of overcoming environmental and social challenges to coexist with nature.
That became the origin of our core keywords: “Forest” and “Wind.”
- The forest represents nature and human society.
- The wind symbolizes history and transformation across time.
We then sought to connect this concept with the EXPO 2025 theme of “Life,” and deliver a message to “children who will shape the future.”
We decided:
- The forest would not be a man-made one, but an unknown forest.
- Countless stories of life would be interwoven there.
- These stories would be carried to us by the wind, echoing across ages.
With this, we arrived at a key concept:A place where visitors, both children and the child within every adult, can explore an unknown forest and uncover stories of life hidden within.
The moment we solidified this idea remains unforgettable for me.
What were the priorities in realizing UNKNOWN FOREST?
The next challenge was: “How do we build a forest that no one knows?”
To realize this vision, we assembled an exceptional team of creators.
The team focused on three main pillars:
- Immersive
Integrating structure, visuals, lighting, and sound into one immersive environment. - Narrative
Designing the experience to unfold as a story through time and progression. - Conversion
Creating dramatic scene changes that exceed the visitor’s imagination.
These three elements were shared and embraced by the entire team throughout the creative process.
How has the response been since opening? What’s next?
Until recently, I wasn’t even on social media, but since the Pavilion opened, I check reactions to “Sumitomo Pavilion” on X (formerly Twitter) every day. I take every comment to heart and appreciate all the feedback.
Because the forest allows free exploration, we couldn’t predict how visitors would move through it. Some behaved in ways that completely defied our expectations—those moments were shocking but eye-opening. Even now, we continue observing and improving wherever we can.
A word toward the future after the Sumitomo Pavilion
I want to continue delivering emotional, unforgettable experiences to as many people as possible.
