Tellart

What happens when 300 people meet a single AI and co-author a movie trailer plot?

At CIIIC 2026, Tellart’s AI Game Show turned this into a live, participatory experience. Guests engaged one-on-one with SAM, a custom-built AI character that responded to each individual while weaving their inputs into a shared narrative.

This work builds on Tellart’s ongoing exploration of AI-driven experiences, from SAM AI (2024) at Nxt Museum to Sunrise Explorer (2025).

Tellart’s Founder & Principal Designer Matt Cottam () will give an opening keynote at CIIIC 2026 in Utrecht.

After the keynote, our team will showcase our latest immersive AI project.

🔗register via the link in bio!

More information is coming soon

From sketches to space ✍️
Curious to see how ideas take shape at Tellart?

Swipe to see the sketches of the dome theatre in the Netherlands Pavilion!

We are thrilled to share that the Netherlands Pavilion received 1 Award and 2 Honourable Mentions from the EXPO Exhibitor Awards by EXHIBITOR Magazine (.group ) ! 🌏✨

🏆 Winner: Best Element
🏅Honourable Mentions: Best Small Pavilion, Best Exhibit or Display

Created by AND B.V. a collaboration between Tellart, RAU Architects (.architects), DGMR ( , and Asanuma(), the Netherlands Pavilion stands out for its seamless, holistic storytelling.

From its architectural exterior to its interior layout and communication touchpoints; every element contributes to a unified narrative of sustainability and innovation from the Netherlands to the world.



#大阪万博 #オランダ館

“Build projects around teams, not teams around projects.”

For 25 years, Tellart has lived by this principle: projects take shape through the people who work on them.

At the Philippine Pavilion, Spatial Designer Hannah Jo Wessels () illustrated 18 scrims with her personal passion for painting.

This is how Tellarters shape design works, bringing their own skills and curiosities to every project, in ways that transcend formal roles or disciplines.

As our 2016 Culture Book put it: “Every design project is shaped by the specific individuals who work on it. Just as tools leave marks on the things they shape, so do people.”

Have you checked out the new Dezeen article featuring the Netherlands Pavilion?

Tellart and RAU Architects (.architects) share the design concept and decisions behind the story-driven, immersive space 🇳🇱

"The intention is to have our guests exit the pavilion with a sense of hope and clarity around the challenges we face as well as a sense of individual agency and communal energy to contribute to solving the challenges we collectively face,"
— Ries Straver, Executive Producer at Tellart

🔗Read the full article via the link in bio

Curious about what visitors will experience at the Netherlands and Philippine Pavilions during Expo 2025 in Osaka?

The latest article by Charlotte Coastes offers an exciting look into the journeys these pavilions offer.

Across both spaces, Tellart has designed 11 interactive installations, each crafted to ignite imagination, encourage participation, and bring vital global stories to life.

Read the full article via the link in bio!

In April, Tellart co-hosted a talk event “Crafting Experiences—Sensory Spaces and Cultural Narratives at Expo” with WOW at AXIS Gallery in Tokyo’s design district.

This event brought together two design studios, Tellart (NL) and WOW (JP) who are each crafting visitor experiences of two pavilions each for Expo 2025 Osaka, Kansai.

Both studios shared their journey from concept to ex*****on. Tellart’s Technology Director, Sabrina Verhage and Creative Business Development, Tristan Hupe-Guimarães talked about our two pavilions.

🇵🇭 The Philippine Pavilion began with deep research into nature, culture, community, and hospitality—elements that interweave to reflect the country’s rich cultural tapestry. The resulting installations aim to spark a joyful sense of connection with the Philippines’ biodiversity and cultural diversity.

🇳🇱 The Netherlands Pavilion was conceived holistically, where every element from materials to spatial design, contributes to a unified story about water, innovation, and the Dutch spirit of collaboration. It embodies the principle of Common Ground, where architecture and experience become one.

Thank you so much for all the guests, our inspirational friend/collaborator WOW () and the AXIS gallery.

Please also check out the AXIS magazine ( ) April issue to learn more about our pavilions!

For more information about Tellart and our projects, please visit our website from the link in bio.

EXPO 2025 is almost here! Tellart is shaping two pavilions, bringing national identity and culture to life through design, creative technology and new ideas. Here are some shots from behind the scenes in Osaka in Japan.

Thank you so much to our team, clients and partners for this international collaboration. Stay tuned for more!

Thank you for featuring the Netherlands Pavilion in this list of highlights for Expo 2025.

Tellart is honoured to be designing the guest experience for the Netherlands Pavilion and the Philippine Pavilion.

We look forward to sharing more soon.

Dear Friends,

As 2024 comes to a close, we’re reflecting on the power of meaningful experiences to shift perspectives and spark change.

At our studio, we craft installations designed to reimagine how we see and engage with the issues that matter most. By exploring new ways of thinking and connecting, we believe change becomes not only possible but tangible.

Thank you for being part of this journey. Together, we can continue to shape experiences that inspire care, creativity, and action.

With gratitude,
All of us at Tellart ✨