Client Vision
“A Decentralized, Living Exhibition System”
In response to 2021 pandemic restrictions, Netizen Productions launched a public initiative to reimagine the Dubai World Expo through an innovative, digital lens. The goal was to move beyond static tours and build a participatory exhibition system within Minecraft. The vision was to create a "living" exhibition system where participation was the primary metric of success.
As we stepped into this project, one question kept us focused: How can we involve everyday people in the design process? We didn't want to just build a map; we wanted to achieve two goals:
A New Perspective: To revolutionize how the world views "gaming" by showing like Minecraft can host professional, global-scale exhibitions.
A Cultural Shift: To redefine the concept of a "Taiwanese Pavilion." Our design moved away from traditional architecture toward a more community-driven, digital, and shared experience.
The Result
The exhibition generated a massive response from the global community and our pavilion earned Second Place in the official global participation poll.
11 countries
Particapated the events
62 expos
were built
26,512 responses
from the social network
Our Solution
Design: The "Claw Machine" Culture
To capture the "spirit" of modern Taiwan, we took inspiration from the massive rise of 24/7 automated claw machine shops—a unique phenomenon in Taiwanese urban streets.
Cultural Metaphor: We used the "Claw Machine" as a bridge between the physical and digital worlds, representing Taiwan's shift toward automated, 24/7 commercial spaces.
Interactive Collection: We reimagined familiar Taiwanese architecture and building corners as collectible 3D toy models.
Gamified Experience: Participants could "play" the machines within Minecraft to collect these architectural models. We turned a passive viewing experience into a fun, culturally relevant interaction.
We designed the Temple Plaza and Subway Waiting Room as they are iconic community hubs in Taiwan.
To stay accurate at such a large scale, we used an architectural 3D workflow to translate structures into Minecraft blocks.
First, we built the core structures and tested color renders in Rhino 3D. This confirmed the proportions before we moved into the game engine. Once the base was solid, we moved to the Minecraft server to add fine details and "human-scale" elements. Finally, we adjusted the environmental lighting so the design stayed clear and atmospheric during both "Day" and "Night" cycles.
Reflection
“Design to create different experiences”
In the digital era, virtual exhibitions provide new opportunities to engage visitors, collect data, and share cultural heritage globally. Our project, EXPO x Taiwan, offers an immersive experience that reflects the growing trend of virtual concerts and tours. These platforms are accessible, interactive, and convenient, opening new ways for audiences to explore diverse cultural content around the world.
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