Simmetrico was appointed for the refurbishment of the Bosnia and Herzegovina Pavilion at Expo 2020 Dubai. With minimal turn-around time and operational constraints the Simmetrico team delivered on time, and on budget.

The conceptualization and design of this project pursued the following objectives: 

– To conceive a space whose features reflect the identity of the heart-shaped country

– To create an involving and effective storytelling highlighting Bosnia and Herzegovina’s natural beauties, traditions and multicultural heritage

– To promote Bosnia and Herzegovina opportunities, in terms of tourism and business potential; 

– To share the values of the real heart of the country, its people, through the devotion and passion they put into everything they do.

The central installation represents the core and the synthesis of the pavilion. It is the heart that welcomes and unites all the geometrical elements that create the exhibition and tells the stories of 8 Bosnian talents, who through their different paths and actions, demonstrate the attitude of devotion and passion to their country.

Another important corner is the traditional Bosnian craftsmanship wall that hosts both an authentic presentation of Bosnian main crafts and live performances of artisans.


Client: Via Media Dubai

Project: Bosnia and Herzegovina Pavilion at Expo 2020 Dubai


Exhibition Design, Art Direction and Production: Simmetrico



Medina Beganović – Managing Partner and Project Manager

Haris Mujanovic – Account Director

Elma Kadric – Strategic Planner




Head of Project: Francesca Tirotti

Executive Project Manager: Phillip Labib

Project Manager: Giulia Guarisco

Executive Creative Director: Andrea Fiorito

Art Director: Eleonora Valsecchi

Content Director: Celeste Sergianno

Content Manager: Francesca Radaelli

Graphic Designer: Nicola Neri

Production Manager: Elvis Dsouza

Exhibition Designer: Lucrezia Montalboddi

Fit-out Manager: Stefano Ferrè

AVL Technical Director: Filippo Nepote Andrè

Logistics Manager: Matteo Paparella

Finance Managers: Gregorio Gaudenzi, Carolyn Loreto



Set up supplier: Xess Advertising, Vikas

AVL supplier: SNAP


Simmetrico was appointed by Expo 2020 Dubai to support 29 International Participants in developing their exhibition content, from conception to production (content creation, digitalisation, printing and installation) for their respective Thematic District Pavilions.

In the realisation of this project, Simmetrico worked in close collaboration with the Participants and their Expo 2020 Country Managers and pursued two main aims. On the one side, the objective of the creative team was to transform the permanent buildings, offered to the participants, each into a unique story to share with visitors, to recount each country through a distinguishing and dignified storytelling. On the other, the project management team needed to face the organisational complexity entailed by realisation of 29 pavilions in only 5 months, with the same deadlines and submissions.


Client: Expo Dubai 2020
Project: Thematic District Pavilions
Content Creation and Installation: Simmetrico Operations

Pavilions: ASEAN, Belize, Bosnia and Herzegovina, Burkina Faso, Central African Republic, Dominican Republic, Federated States of Micronesia, Independent State of Samoa, Kingdom of Lesotho, Kyrgyz Republic, Moldova, Mongolia, Nepal, North Macedonia, Paraguay, Republic of Albania, Republic of Cabo Verde, Republic of Cameroon, Republic of Costa Rica, Republic of Guyana, Republic of Haiti, Republic of Honduras, Republic of Kiribati, Republic of Namibia, Republic of Niger, Republic of Tajikistan, Republic of Togo, Republic of Vanuatu, Tuvalu.


Chief International Participant Officer: Omar Shehadeh
Vice President – Participant Management: Andrè Dourado
Associate Director – International Participants: Farah Farouk
Country Directors: Adriano Konialidis, Manuela Garcia
Country Managers: Hassan Bilal, Samer Mahmassani, Saif Al Sumaiti, Omar Al Gergawi, Monique Van Asperen, Line Hachem, Kristina Djordjevic, Khalifa Al Falasi, John Addo-Obiri, Anna Andreasson, Anaoly Blanco, Ali Guliyev, Abdulla Al Shared, Agnieszka Kozakiewicz, Fabrizio Bazzani, Ahmed El Tigani, Raquel Monja, Khalid Al Falasi, Ahmed Metwally, Salama Al Hajri, Selma Nagbou
Participant Pavilion Delivery Team
Operations Support Services Team
Landlord Office


Head of Project: Francesca Tirotti
Executive Project Manager: Phillip Labib
Protocol Director: Gregorio Gaudenzi
Executive Creative Director: Andrea Fiorito
Creative Directors: Muhyi Sadek, Dina Fawakhiri
Content Director: Celeste Sergianno
Project Manager: Giulia Guarisco
Account Project Manager: Sammya Saddi, Jenny Didrichsen, Mellissa Beutel, Kaya Smythe, Ludovica Malagò
Senior Art Directors: Leena Saunders, Roba Hamadeh, Jenni Ritamaki
Graphic Designers: Tala Elchammas, Maya Elchammas, Jude Alamin, Elyas Arayess, Zia Al Haq, Mir Tahir, Sabine Assaf, Abdul Aziz, Zeina Salameh, Amr Tahtawi, Nicola Neri
Content Managers: Karl Karam, Ramya Chidambaran, Stephanie Ospina
Copywriters: Reem Fahd, Nisreen Bashnak, Zeina Assaad, Laial Ali, Ahmad Samir Salama, Mohamed Selmi, Heba Abu Hamdan, Mai Eldahan, Andrea Anastasiou, Abu Bakr Al Ani Exhibition Designer: Lucrezia Montalboddi
Fit-out Manager: Stefano Ferrè
Production Manager: Elvis Dsouza
Logistics Manager: Matteo Paparella
Finance Manager: Carolyn Loreto


Graphic Printing & Installation: Xess Advertising, Eventum Exhibitions, Five Point Advertising Specialist Artistic Installations: For Art Sake
Specialist Hut Installation: Cape Reed
Specialist Greenery and Floral Installation: Camelia Flowers


Nikolaj Kuznetzov. The man. The legendis an exhibition that tells of the Soviet hero who was a secret agent and a partisan in the Ukrainian territories occupied by Nazis during WWII. The exhibition is dedicated to the new generations and engages its audience with advanced interactive and immersive technologies.


For the purposes of the project, Simmetrico conceived an immersive environment, rich in innovative technological elements and which fully exploits the peculiarity of the triangular space. The exhibition shows a twofold narration: on the one side, telling of the secret agent, Nikolaj Kuznetzov, with his skills, his braveness, his cold blood, and, on the other, enabling an authentic encounter with the Man, with his sensitivity, his values, his fears.


The visitors need to interact, touch, flip pages and activate installations to discover the content. A large interactive wall shows the geopolitical context of WWII, where agent Kuznetzov’s missions took place. On the other side, the equipment of the spy – telegraphtypewriter and a radio – give the visitor a chance to try the job of the secret agent firsthand. The visitors meet Nikolaj Kuznetzov, first through three interactive dossiers that tell his story, then, in-person, with a holographic theatre where the performance of a Russian actor playing the agent, enables a final poetic and intimate encounter with the Man beyond the legend.


The project was designed and realised by Illogic Srl and Simmetrico, on commission by the Saint Catherine Foundation, in the museum complex “Russia, my history”, Ekaterinburg.




Creative Directors: Daniele Zambelli, Andrea Fiorito, Simmetrico Srl

Directors: Daniele Zambelli, Simmetrico Srl, Fabio Cacciatori, Illogic Srl

Copywriters: Eugenio Alberti, Flavio Andreini

Art Director: Devis Gobbi, Eleonora Valsecchi, Simmetrico Srl

Designer: Lucrezia Montalboddi, Simmetrico Srl

Project Manager: Gaia Dall’Omo, Simmetrico Srl

AVL Director: Filippo Nepote Andrè, Simmetrico Srl

Fit-out Manager: Stefano Ferrè, Simmetrico Srl

Freight Manager: Matteo Paparella, Simmetrico Srl

Logistic Manager: Olena Sosyedyenko

Site Managers: Alessandro Epifani, Khayal Aliyev

Content Producer: Alisa Nesterova

Sound Designer: Rocco Petruzzi

Audio Engineer: Davide Bonotto

Light Designer: Marco Made De Nardi, M2L

Graphic Designer: Armando Mascetti

3D Software Developer: Oliver Pavicevich

Holographic Theatre Authors: Daniele Zambelli, Flavio Andreini

Holographic Theatre Actor: Pavel Zelinsky

Costume Designer & MUA: Alexandra Nikolaeva


Organization and Production Management : Simmetrico Srl, Illogic Srl

Set-up Contractors: Eurostand Spa, Peter Melnikov, IP Firsov N.P.

Mechatronic Installation: Leva Engineering Srl

Video Edit, visual effects and post production: Nicola Rossi, Bonsai Ninja

3D Printing Models design: Puntozero 3D

Interactive Books: Legatoria Codina Srl, Tomatis Srl

Software and Video Engineering: Videosoft Srl

AVL installation, cabling: Armonica Srl



At Expo 2020 Dubai, Simmetrico conceived the design experience, developed and produced the multimedia content and technical solutions, along with the complete installation of the pavilion for the Republic of Montenegro’s first participation at a universal exhibition.

Blessed by Nature is the concept around which the experience of the pavilion was conceived, to reflect the identity of a country that is small in its area, but that encloses a large variety of natural resources and demonstrates great attention towards them.

The narration imagined by Simmetrico takes place in a tiny and enveloping space showcasing Montenegrin unspoiled stunning nature and breathtaking natural wonders.

At the entrance, visitors are welcomed by the sounds of nature in the pavilion’s immersive environment. In the middle of the exhibition, like a pulsating centre, is a digital forest, whose lights enliven the whole pavilion, changing colours following the atmospheres of a day. These go in synchro with the images shown in a large, central projection, which, like a window, lets visitors look out on Montenegro’s most beautiful landscapes. All around the forest, the visitor’s journey unfolds, rich in interactive installations that let visitors actively disclose information on different aspects of the country, from its natural resources and their protection to its touristic offering and investment opportunities.





Client: Government of Montenegro (Ministry of Foreign Affairs and Ministry of Economic Development)

President of the Organizational Committee for organization of Montenegro’s participation at Expo 2020 Dubai: Jakov Milatovic, Minister of Economic Development

Main contractor: Simmetrico



Commissioner General: Prince Nicholas Petrovic-Njegos

Deputy Commissioner General: Jelena Jankovic-Kostic

Pavilion Director: Milena Pejovic-Erakovic

Content Cooridinators: Drazenka Laketic, Jovana Krunic, Ivona Savicevic, Svetlana Stijepovic, Marko Savkovic

Content Providers: Gavrilo Knezevic, Faro Nimanbegu, Gezim Mavric, Edin Zukovic, Ilija Perić, Ranko Maras, Air Montenegro, Porto Montenegro, Pljevlja Municipality, Lustica Bay, Kolasin 1600 and Kolasin 1450, Maljevik Bay (provided by Sonja Radovic Jelovac), Tivat Airport, Mtel, Telenor, Terna, Trebjesa Brewery, Spanjola Fortress



Head of Project: Daniele Zambelli

Executive Manager: Francesca Tirotti

Project Manager: Giulia Guarisco

Head of Exhibition Design Team: Andrea Fiorito,

Experience Design Coordinator: Devis Gobbi

Art Director: Eleonora Valsecchi

Graphic Designer: Elsa Cumar, Debora Murino, Elyas Arayess, Nicola Neri

Exhibition Designer: Lucrezia Montalboddi

Fit-out Manager: Stefano Ferrè

AVL Technical Director: Filippo Nepote Andrè

Content Director: Celeste Sergianno

Content Manager: Francesca Radaelli

Copy and Arabic translator: Mai Eldahan

Production Manager: Elvis Dsouza

Health and Safety Officer: Fidelis Mbutu

Logistics Manager: Matteo Paparella

Finance Managers: Gregorio Gaudenzi, Carolyn Loreto, Roberta Valloggia



Concept Design: Massiv

Concept Design interpretation: Simmetrico

Final Design: Simmetrico, Designdirect

Architect of Record: A2Z Architectural

Experience Design and storytelling: Andrea Fiorito, Eleonora Valsecchi, Devis Gobbi, Lucrezia Montalboddi, Stefano Ferrè, Celeste Sergianno, Francesca Radaelli



Fit-out contractor: Carli Produzioni

Local fit-out contractor: Fair Platz

AVL service: Giochi di Luce

Video content: Michele David, Bonsaininja, Studio Yet

Software and Video Engineering: Videosoft

Light design: M2L

Light programming: Marco Made De Nardi, Giovanni Porcaro

Sound Design: Painè Cuadrelli

Sound Engineering: Davide Bonotto



Simmetrico was in charge of construction design and production of the Syria Pavilion at Expo 2020 Dubai, located in the Mobility District.

We Will Rise Together is the title of the pavilion whose creation involved the direct participation of 1.500 Syrians from all over the world, to frame their history and narrate the rising of their country.

Since the dawn of documented history, the Syrian people have contributed to major achievements of the development of human history. The Syria Pavilion showcases a rich civilization that has laid the foundation of the connections in the modern world and wants to rise again, claiming its place in the world. It was Syria that was home to the first crop, first alphabet, and first music note and poem.

The visitor journey winds through the history, culture and art heritage of this millenary land. Let’s retrace some steps together describing 5 of the most scenographic installations to be found in the Pavilion:

Pioneers of Agriculture reproduces a wheat field and informs visitors on the Syrian agriculture variety through 352 tiles illustrating the different crops growing on the territory.

Together showcases the work of 60 Syrian artists. According to their very personal point of view, these incredible artworks carry the idea of being Syrian.

We Will Rise is composed of 552 tiles created by Syrian citizens from all over the world and narrating several stories of ordinary people.

First Music Note and First Alphabet witness the primacy of Syria in the cultural sphere by reproducing the first score ever written and the first characters of the Aramaic alphabet from which all languages descend.




Client: Expo Dubai 2020

Project: Syria Pavilion

Fit-out and AVL Management, Production and Installation: Simmetrico Operations



Concept Design: XYZ Designers

Final Design: XYZ Designers

Architect: Khaled Alshamaa

Content and Experience: Aziz Louksah

Graphic Design: SO Media

Brand Identity: Kinda Ghannoum

Specialist Agriculture Installation: Khozema Alaaed



Head of Project: Francesca Tirotti

Executive Manager: Phillip Labib

Project Manager: Giulia Guarisco

Production Manager: Elvis Dsouza

Site Supervisor: Sanjeev Sharmaa

Exhibition Designer: Lucrezia Montalboddi

Fit-out Manager: Stefano Ferrè

AVL Technical Director: Filippo Nepote Andrè

Logistics Manager: Matteo Paparella

Health and Safety Officer: Fidelis Mbutu

Finance Manager: Gregorio Gaudenzi, Carlolyn Loreto



Architect of Record: A2Z Architectural

Fit-out contractor: Carli Produzioni

Local fit-out contractor: Fair Platz Design

AVL supplier: Giochi di Luce

Select AVL supplier: 7 Stars Events

Light Design: M2L

Light programming: Marco Made De Nardi, Giovanni Porcaro




For Expo 2020 Dubai, Azerbaijan once again entrusted their ideation, design and construction of their pavilion to Simmetrico, positioning it in the thematic district dedicated to Sustainability.

Seeds For The Future, the official theme of the Pavilion, clearly explains the key message behind the project, which is the awareness that only by investing in the future now, people can secure a sustainable tomorrow. 

Simmetrico has conceived a structure transparent as a leaf and solid as a tree. These shapes are not only symbolic but also functional: the leaf is a tensostructure that generates a low-consuming microclimate; whereas the tree’s large trunk is the fulcrum around which the pavilion’s spaces develop horizontally and vertically.

The exhibition involved visitors through stories and reflections on our future. Case studies teach visitors about a country that has managed to make great strides during its young history. Key areas of content focus on Azerbaijans commitment to global challenges such as environment safeguarding and improvement, economy-diversification and investment in human capital and sustainable development, challenges that were often met by introducing avant-garde visions, which represent the “seeds for the future” and precious opportunities for reflection in the Expo context.

This was a complete turn-key project, from the very first phase of conception to the pavilion’s delivery, including interior exhibitions and visitor journey.


General Commissioner/Head of Delegation: Anar Alakbarov 

Main contractor: Simmetrico srl



Deputy Commissioner General/Project Manager: Narmin Jarchalova

Pavilion Manager: Rustam Ibrahimov

International Cooperation/Partnership Coordinator: Sontan Mammadov

Legal Advisor: Adil Karimli

Communication Manager: Fidan Yusibova 



Head of Project: Daniele Zambelli

General Supervisor: Francesca Tirotti

Head of Architectural Team:  Francesco Giordano

Head of Exhibition Design Team: Andrea Fiorito

Experience Design Coordinator: Devis Gobbi

Head of PMO: Luigi Vittorio Ferrari 

Finance Managers: Gregorio Gaudenzi, Roberta Valloggia 

Architectural Project Manager: Valeria Pallotta

Exhibition Project Manager: Gaia Dall’Omo

Art Directors:  Devis Gobbi, Eleonora Valsecchi

Graphic Art: Andrea Minini, Nicola Neri

Fitout Manager: Stefano Ferrè

Exhibition Designers: Andrea Fiorito, Lucrezia Montalboddi

AVL Technical Director: Filippo Nepote Andrè

Content Director: Celeste Sergianno

Content Manager: Francesca Radaelli

Copywriter and Translator: Reem Fahd

Logistics Manager: Matteo Paparella



Preliminary Sketches: Daniele Zambelli, Francesco Giordano, Alessandro Pongan, Andrea Fiorito

Concept Design: Simmetrico Architettura Srl, Ideas Srl 

Final Design: Simmetrico Architettura Srl, Ideas Srl, SCE Project Srl 

Construction Management: Simmetrico Architettura, Sce Project Srl 

MEP Design: SCE Projects Srl, ESA Engineering

Landscape Engineering and Design: South Landscape Consultants

Architect of Record and H&S Manager: A2Z Architectural 



Local Construction Company: ASGC Construction LLC, Al Shafar Interiors (ASI) Co LLC  

ETFE Supplie: Maco Technology

Wood Elements Supplier: Rubner Holzbau

Landscaping Supplier: K&D International Contracting LLC 



Experience Design and Storytelling: Andrea Fiorito, Eleonora Valsecchi, Devis Gobbi, Lucrezia Montalboddi, Celeste Sergianno

Concept Design: Simmetrico Srl

Final Design: Simmetrico Architettura Srl, Designdirect Srl

Technical Direction: Simmetrico Srl

Setup Management:  Simmetrico Srl 

Setup Contractor: Carli produzioni Srl

White Trees Installation, Structures and Setup: Mint L.L.C

Special Decors: C Decorazioni

Robotics and Setup of Flowers Carillon: Leva srl, Dadomani srl

Tulip Lights Flowers Installation: Terenzi Srl

Film Director: Mattia Molinari

Video Editing, Visual Effects and Postproduction: Bonsaininja Srl, Dadomani Srl, Studio YET

Software and Video Engineering: Videosoft Srl

Light Designer: Luxive srl, M2L Srl

AVL Installation and Cabling: Armonica Srl

Lights Programming: Marco Made De Nardi

Sound Designer: Painè Cuadrelli

Sound Engineering: Davide Bonotto

Technologies and Custom Solutions Engineering: Unitech Digital Media Srl

Hydroponic Boxes Project: Product Linfa by Robonica, Design Giampiero Peia

Furniture Design and Production: PCMC


8 – 11  July 2019
Ekaterinburg, Russia

The future is getting closer – under this concept Simmetrico was awarded the project of the Russian Copper Company stand at Innoprom 2019.


The pavilion is designed to be a big time machine that brings the imagination closer to a sustainable future. A versatile, multi-technology structure, where each element harmoniously fit into the overall architectural design, turning the pavilion into a unique multimedia space.


High-tech installations reveal not only the achievements and successes of the company, but also show future vision through initiatives and development programs. A series of iconic and technologically innovative installations that turn the viewing process into a fascinating journey, where every visitor can literally discover and explore one or more stories with their own hands.

Visitors are welcomed by a Future Accelerator: an installation of images and sound that envelops the space, leading the public into the pavilion; an iconic place bouncing on social networks. The Holographic theatre, technological core of the Pavilion, strikes for its size but mostly for the possibility to interact with three-dimensional content, thanks to a membrane of light used to activate and rotate the objects in space. Multi-touch interfaces allow visitors to interact with storytelling videos on large LED screens. Space becomes a seamless vision. Moving among parallel universes, the public can see the future on the horizon in virtual reality workstations.


Finally, a wall celebrates the milestone of the Russian Copper Company’s 15th anniversary, recounting the history of the company and dynamically representing a series of highlights accompanied by the claim We have been driving the future for 15 years. These monitors generate choreographies, in which dancing images create movement.


For Simmetrico it was a particular honour to be engaged in the design and implementation of the Pavilion for the second year in a row and become part of the history of the Russian Copper Company, presenting its values and a great legacy.


BEA World Festival


9 – 12 July 2018
Ekaterinburg, Russia

Shininess. Plasticity. Resistance. Conductivity. These are but a few of the qualities of the metal that humanity has been using longest and that actually gave the name to a historical period – the Copper Age. We have never really left that age – copper is linked to some of the inventions that changed our lives completely, such as electricity, trams, computers, wind turbines, neuronal interfaces… Copper is civilisation’s DNA.


This was the idea underlying Simmetrico’s design for the Russian Copper Company pavilion at Innoprom 2018. The Russian Copper Company is one of the most important mining and processing companies in the Urals. The customer is the Main partner of the trade show, and every year they aim to amaze their interlocutors.


Simmetrico relied on three factors: the Italian taste of the design, pushing technologies to their limits and treating the contents in edutainment key.


The pavilion’s exterior is almost a showcase of the companys technological power, its influence in the region and its passion. Three short shows with a perpetually moving DNA filament alternate with images of people, production assets and uses of copper.

The exterior leads into a kaleidoscope that lets visitors immerse in the element of copper and become children again.


The inside space is organised around a large kinetic installation that develops upwards. It is the heart of the pavilion. A large helix staircase develops around it, leading to the first floor – it is almost a monument in honour of humanity’s intelligence. All around, the space is designed like waves in movement becoming both organic and pulsating.


In the holographic prism at the base of the column is a representation of the Group’s five guiding values, which can be selected with a swipe. The 3D hologram animations interconnect with the visual effects of the large helix overhead. A drop of copper falling from above acts as catalyst that triggers the story-telling.


An interactive and holographic timeline explains the history of copper as a motor of innovation in 15 milestones. The timeline screens are also used to show the Group’s four flagship plants.


The holographic theatre moves at people passages explaining the six challenges the company is rising to. The claim is that “Life sets challenges. Russian Copper Company responds.”


The Social responsibility wall has ten video stories written with typical social networking language made by images and very brief text to read.


The upper floors have meeting halls, the bar and the lounge area with the kitchen. All the above is masterfully executed in every detail, as can be expected from Italian designers and skills all over the world.


Thanks to Simmetrico, the Russian Copper Company was yet again the star at Innoprom.

Video images: Русская медная компания


BEA World Festival

  • Best Trade Show Category – 1st place
  • Best Use of Technology Category – 1st place

World Exhibition Stand Awards

  • Best Stand 1.000 sqm and over – Diamond
  • Best Stand at an Energy and Mining Event – Diamond
  • Grand Prix


Starting in November 2017, for 12 months, Simmetrico worked as the Content Design Consultant for the Baku (Azerbaijan) Expo 2025 candidature with the theme Developing Human Capital, Building a Better Future. Over the 1 year of the candidature process, Simmetrico was involved in numerous meetings with the Bureau International des Expositions (BIE) Organizing Committee and other stakeholders.

Simmetrico was responsible for the content development related to the themes and the sub- themes of Talent, Vitality and Achievement to create an innovative architecture of meaning. Moreover, Simmetrico developed the multimedia content and all the videos related to the theme. Alongside this, Simmetrico provided support to the Grimshaw architecture firm – in charge of formalising the Masterplan – with regard to content development, so as to give BIE delegates an overall detailed picture of Expo 2025 Baku.






Sembol Construction作为哈萨克斯坦展馆的总承包商,宣布了我们在国际招标中获得该项目。