2025 WTM London China Pavilion

The project takes “Confluence of Rivers” as its core concept, symbolizing the convergence of countless streams and the blending of diverse cultures. It presents a new vision of sustainable tourism in China—rooted in ecology and inspired by cultural heritage.

Guided by the spiritual essence of China’s millennia-old civilization and the sustainable development philosophy of “lucid waters and lush mountains”, the design creates an immersive corridor that weaves together the beauty of nature and the wisdom of humanity. The spatial circulation draws inspiration from the flow of rivers: soft, curvilinear forms connect various provincial sections, symbolizing the harmonious integration of regional cultures and forming a continuous “cultural river” that runs from east to west, north to south.

Environmentally responsible materials such as bamboo fiber panels and recycled paper tubes are employed to echo the theme of green, low-carbon design. The visual language centers on three cultural symbols—bamboo slips, traditional painting, and calligraphy. Bamboo slips embody the memory of civilization; landscape painting conveys the poetic spirit of mountains and rivers; calligraphy, as a core emblem of Chinese identity, uses poetic inscriptions to interpret the unique character of each region, shaping a space imbued with Eastern philosophy and aesthetic resonance.

Through the fusion of cultural narrative and ecological aesthetics, the design establishes an international exhibition platform of both visual impact and sustainable value—inviting the world to experience China’s story of “Cultural Symbiosis and Ecological Harmony” through the flowing imagery of the East.