The Brazil pavilion at Expo 2020 Dubai has entrusted 3rd Floor Public Relations for managing its integrated communication plans. 3rd Floor Public Relations was awarded the assignment after a rigorous six-month tender process that witnessed the participation of several agencies from around the world.

3rd Floor Public Relations is a global integrated communication agency with operations in Shanghai, Hong Kong, Milan and Dubai. The agency works in the region for local government entities, breakthrough UAE brands and Expo 2020 country pavilions.

3rd Floor Public Relations will manage Brazil pavilion’s communication, including traditional and digital PR and Social Media in the UAE and the rest of the region. 

Jacopo Stecchini, CEO of 3rd Floor Public Relations, said, “We are happy to have the opportunity to work for a truly unique pavilion, a country that has always proved to be one of the leading participants in the past editions of the World Expo. We, therefore, face this new path with extreme enthusiasm and a sense of great responsibility. The pavilion represents an important part of the beauty and uniqueness of the much-loved country of Brazil, and we are eager to get started.”

“We have been associated with the World Expos since our inception. Our work for various countries at the Expos in Shanghai in 2010 and Milan in 2015 have won us several awards and accolades. Our learnings and experience at the previous events will add value to our work for clients at Expo Dubai 2020,” he added.


The Brazil Pavilion at Expo 2020 Dubai

With 4000 square meters, the pavilion will have water as the main element. A thin water blade, representing the Brazilian rivers and where visitors can walk, will occupy most of the space, providing an experience that will be complemented by projections, sounds and aromas. Inspired by the Negro River (located in the Amazon Forest) and the nature of Brazil’s northern region, the building will have a pavement that reproduces the houses in stilts common to the riverside regions.

Under the organization of Apex-Brazil, the Brazilian pavilion, designed by architect José Paulo Gouvêa, will have space for lectures and exhibitions, a restaurant and a souvenir shop. It will be a space of shade and rest during the day, and in the evening, it will come alive as a floating luminous cube.


3rd Floor Public Relations

Founded in 2007, 3rd Floor is an award-winning communications agency. It connects media, digital ambassadors and a select community of global influencers through international offices opened in Dubai, Shanghai, Hong Kong and Milan, and working through a network of partners to reach single countries worldwide.

In the MENA Region, 3rd Floor builds tailored strategies to reach targeted audiences through digital and traditional Public Relations, social media, online and offline advertising and visual communications.


The Expo Dubai 2020

The global exhibition takes place every five years. They are major events where the biggest attraction is the participating countries’ pavilions, which have an exhibition space, cultural and gastronomic activities, seminars, and networking hip events. In 2020, with the theme Connecting Minds, Creating the Future, the Dubai Expo is organized into three thematic axes: opportunity, mobility and sustainability.

The Brazilian pavilion will be part of this last thematic axis, reaffirming the importance of biodiversity, culture of environmental preservation, competitiveness based on sustainability and the portrait of Brazilian multiculturalism.

Expo Dubai 2020 represents a singular moment of promotion of Brazilian diversity and an opportunity to tell the world of its unique features. The event is linked to the efforts of Apex-Brazil in the commercial promotion of agribusiness, innovative technologies, as well as the construction of an economically attractive country image and a natural destination for foreign investments. It will also contribute to reinforcing the regional, gastronomic and ethnic multiplicity and immigration diversity of Brazil.

Apex-Brazil is responsible for building the pavilion and organizing the Brazilian participation at Expo Dubai. In 2015, the agency organized the Brazilian participation at Expo Milano and, in 2010, at the Expo Shanghai.