Sumitomo Pavilion Creator’s Voice Vol.10 Takatoshi Sakagushi (ZIZO)
Hello from the Sumitomo Pavilion.
In this series, Sumitomo Pavilion Creators’ Voice, we share the voices of the creative staff who helped bring the Pavilion to life—through its exhibits, architecture, and performances.
Behind the Pavilion lie countless stories: aspirations for the Expo, challenges overcome, and commitments that could not be compromised.
This time, we hear from Takatoshi Sakaguchi of ZIZO, the creative mind behind the Virtual Sumitomo Pavilion, exhibited in the Virtual Expo ~Yumeshima Islands in the Sky~
＜Profile＞
I was born in Osaka Prefecture and began my career in the television industry, developing a wide variety of content formats as a programmer and technical director in the mass-advertising field. In 2017, I joined ZIZO DESIGN, and since 2019 I have served as its CEO. Guided by the motto “Add some fun to your life!!” I’ve helped numerous companies overcome their challenges while also cultivating an internal culture that empowers team members to pursue their passions. In addition, I lecture in the Faculty of Media Expression at Kyoto Seika University, where I lead my own seminar and mentor the next generation of creators.
https://www.zizo.ne.jp/
How did you first become involved with the Sumitomo Pavilion?
My connection to the Pavilion began with my encounters with General Producer Jun Naito and Shun Watanabe. Through another project, I came into contact with the Sumitomo team, which led to our participation—leveraging our expertise in virtual space creation.
To be honest, even though I was born and raised in Osaka, the word Expo didn’t initially resonate with me. But the moment I heard about this unprecedented project, my perspective changed completely. We were struck by the scale and potential, and we felt a rush of excitement.
At ZIZO, our vision is to create as many exciting experiences as possible. For us, the Sumitomo Pavilion represented the perfect opportunity to deliver new excitement to people around the world. Contributing to such a historic group’s bold new challenge through the medium of virtual space was both thrilling and humbling.
The breakthrough that shaped the Virtual Sumitomo Pavilion
The biggest challenge was creating an entire space and experience from scratch. Guided by the Pavilion’s concept, Toward a future from the forest, we began designing the world. We focused on a universal childhood memory— the sense of adventure and curiosity felt while exploring a forest. The question was: how could we recreate that primal experience digitally?
Development progressed in parallel with construction of the real Pavilion, so we needed close collaboration. We held regular meetings twice a week with the Sumitomo team, sharing updates and gradually shaping the virtual world. While keeping the themes and messages consistent with the real Pavilion, we also pushed to realize unique values that only a virtual space could provide.
On the technical side, one of the toughest hurdles was working within the capacity limits of the development environment. To portray the forest, polygon counts and file sizes needed strict optimization—something not achievable with traditional methods.
Our breakthrough came when we asked: what if trees could be expressed using combinations of boards and paper-like planes? This simple shift allowed us to build a forest full of warmth and craft-like character, while staying within the limits.
We also brought in leaf-cutting artist Lito’s works as NPCs within the forest, enabling visitors to interact with them and discover playful, unexpected ways to experience the space.
A step into the future where real and virtual merge
Looking at reactions on social media, most posts still focus on the real Pavilion, with fewer mentions of the virtual one.
But even so, I noticed comments like “I couldn’t go, so I joined virtually” or “I used the virtual Expo as a preview before my real visit.” These confirmed for me the coexistence and complementarity between real and virtual experiences.
For those far away or unable to attend, the Virtual Expo proved meaningful. That, I believe, shows its value.
From the first World Expo in London 174 years ago to today, this year marks the first true Virtual Expo, with many pavilions participating. I don’t yet know what shape future Expos will take, but it’s clear our industry has gained invaluable knowledge. This project felt like the very first step in exploring new formats where real and virtual can converge.
How to enjoy the Virtual Sumitomo Pavilion
The Virtual Pavilion carries a sense of atmosphere like a real forest, where time flows gently as you wonder, “What should I do next?”
Talk to the friendly characters you’ll encounter, then venture deeper into the forest. You’re sure to discover something new.
Unlike the efficiency-driven digital world, where metrics like cost performance and time performance dominate, we wanted to create analog-like spaces where you can stroll, pause, and enjoy chance encounters.
The Virtual Sumitomo Pavilion was designed as exactly that kind of place—an experience with room to breathe. So please, visit with no hurry and no fixed goal, as if taking a casual walk in the forest.
A message to everyone reading
Being part of a project that carries the thoughts and hopes of so many people, and sharing it with so many others, was an irreplaceable, deeply exciting experience.
In an era where AI is driving an explosion of information and content creation, I believe it’s passion—the human energy behind an idea—that will matter even more. Efficiency and automation alone cannot move hearts. What does are the creator’s passion, imagination for the audience, and careful communication.
That’s why the analog flow of time we pursued in the Virtual Pavilion was so meaningful.
At ZIZO, we will continue to pursue excitement—across all platforms and media, with or without new technologies. This project has become an invaluable foundation for deepening and realizing our vision of creating as many exciting experiences as possible.
https://sumitomoexpo.com/en/virtualexpo/
