Sumitomo Pavilion Creator’s Voice Vol.4 UNZU DESIGN BASE – Graphic Team
Hello from the Sumitomo Pavilion.
In this “Sumitomo Pavilion Creators’ Voice” series, we’re introducing the creative staff involved in our architecture, exhibitions, and production.
Each voice is filled with passion for the Expo and the pavilion, challenges they overcame, and unwavering commitments to their craft.
This time, we’re featuring the graphic team from UNZU DESIGN BASE.
They’ve been responsible for many of the visuals you see throughout the pavilion—from the Sumitomo Pavilion symbol and flyers, to the massive UNKNOWN FOREST mural, the Seeds for the Future box, and merchandise design for the UNKNOWN FOREST SHOP.
They’re an essential part of the team, and we’re excited to share their story with you.
＜About UNZU DESIGN BASE＞
“We design good relationships.” Value, experiences, feelings, messages—we believe that between the sender and the receiver, it’s a “good relationship” that sparks gratitude, emotion, and trust. That’s what UNZU DESIGN BASE strives to create through design.
https://unzu.co.jp/
How did you get involved with the Sumitomo Pavilion?
We joined the Sumitomo Pavilion project in 2021. It’s a long-term endeavor spanning four years.
When we first heard, “We’ll be building a pavilion from zero,” we felt nervous—but even more than that, we were excited. I clearly remember the anticipation I felt for the challenge ahead.
We were there when the core concepts were born: “forest,” “wind,” and “UNKNOWN FOREST (the courage to take the first step into adventure).”
That was a special experience.
What followed was a pavilion-building journey beyond anything we imagined—full of struggles, but even more learning. It became a major milestone for us as well.
The message behind the symbol.
Graphic design is about giving shape and color to the ideas and values that can’t be fully expressed in words.
The first thing our team tackled was the Sumitomo Pavilion’s symbol mark. We began by studying the history and business philosophy of the Sumitomo Group.
The green of the Besshi forest, the forward-thinking vision of pioneers through difficult times, and the growth of the group’s businesses like branches sprouting from a single seed—all of this informed our design.
With the Expo’s theme being “Designing Future Society for Our Lives,” we wanted to also value the well-being of the creators themselves.
While the Expo is for visitors’ enjoyment, the scale and pressure can sometimes exhaust the makers. That’s why we quietly wished to create a team where the process itself was also meaningful and enjoyable.
A once-in-a-lifetime Expo in Japan—why not enjoy it ourselves, too? That’s what we talked about as a team.
Of course, not everything went smoothly. Still, the Sumitomo Pavilion project brought us closer to that ideal. We trusted each other, supported one another, used our expertise, and shared goals. That time was precious to us.
We want to carry what we learned into future projects and relationships.
Sumitomo Pavilion is like an orchestra.
When we saw visitors leaving with smiles, and read the feedback they shared, we truly felt the power of the Expo—and of this Pavilion.
A pavilion isn’t just a physical space. It’s a world created by many people.
From the Sumitomo EXPO2025 Promotion Committee, to each Sumitomo Group company, the producers, architects, exhibit designers, performers, PR, operations, and daily staff—so many professionals brought their expertise.
In “UNKNOWN FOREST,” creators turned ideas into reality, dancers performed, and attendants and staff gave life to the space. We saw this process up close. We also came to deeply appreciate the technical teams, planting crews, and those ensuring daily operations like security and cleaning.
It felt like we were part of an orchestra. The architects, designers, directors, operators—each professional brought their “instrument,” and began harmonizing step by step. Eventually, the conductor raised their baton—and a grand performance began. In the Pavilion, many “sounds” layered and resonated—and the visitors’ experiences and emotions completed the composition.
As part of this orchestra, we played our own sounds. That sense of elation and achievement will continue to drive us forward.
We enjoyed the process of creating.
With the Expo’s theme being “Designing Future Society for Our Lives,” we wanted to also value the well-being of the creators themselves.
While the Expo is for visitors’ enjoyment, the scale and pressure can sometimes exhaust the makers. That’s why we quietly wished to create a team where the process itself was also meaningful and enjoyable.
A once-in-a-lifetime Expo in Japan—why not enjoy it ourselves, too? That’s what we talked about as a team.
Of course, not everything went smoothly.
Still, the Sumitomo Pavilion project brought us closer to that ideal. We trusted each other, supported one another, used our expertise, and shared goals. That time was precious to us. We want to carry what we learned into future projects and relationships.
Look around—the Pavilion is filled with thoughtful design.
Throughout the Pavilion, especially in the open-access FOREST GALLERY, you’ll discover layers of design woven into the space. From the “住友館” signage atop the building to the “SUMITOMO PAVILION” lettering at the entrance, and the striking 7-meter-wide mural of UNKNOWN FOREST, every element carries meaning. The walls of the PLANT A TREE's spaces are playfully designed, while the large, asymmetrical symbol mark reflects the spirit of growth and surprise. Even the Seeds for the Future boxes, with their delicate sprouting leaves, and the warm, inviting illustration for “Let’s go to the forest” are part of this visual journey.
Beyond these, the design continues in smaller, yet equally meaningful details—animal icons along the approach that share promises of the forest, participation certificates for the PLANT A TREE experience developed in collaboration with the operations team, and items like storybooks and T-shirts found in the UNKNOWN FOREST SHOP.
None of these were created by the graphic team alone. Each one reflects the collective passion and intention of the entire project team. And if even one of these designs lingers in your memory after visiting the Expo, we couldn’t be more grateful.
