Agency correspondent Heather Nichols spoke to Jim McLaughlin and Kate Middleton about delivering British National Day at the Bray Reino event.
This year’s brand experience agency, Brayreino Event, has been awarded a contract by the UK Department of Business and Trade (DBT) to provide full operational services at Expo 2025 Osaka, which will be held from April 13th to October 13th.
The programme presents UK culture, business, education and sports and features special celebrations of UK National Day. The agency is responsible for managing and implementing all aspects of the UK Pavilion live schedule events, food and drink offerings, staffing and retail experience, bringing many iconic British brands to the 28 million people expected to visit the Exposite over a six-month management period.
The highlight of the event’s programme was the UK National Day, which celebrated the creativity, culture and connections of the UK on May 22nd. The National Day programme featured a performance and flag-raising ceremony for Royal Edinburgh’s military tattoos. When the senior officials and VIP attended the flag-raising ceremony, the Japanese drum drummer joined the performance by reminding them of what the day was.
Jim Mcloughlin, creative director of Bray Leino Events, said: “This was a moment when we shared the British story with the world. What we are good at, how we innovate, who we are, who we stand. Performances, experiences, encounters, we celebrated the heritage, artistry and originality that was all rooted in the spirit of partnership.”
He adds: “British National Day was about connections. About the conversation, relationships built through shared moments, and ideas about the possibilities for people to grow when they come together.”
The flag-raised ceremony was followed by familiar faces from British storytelling traditions such as Peter Rabbit, Sean the Sheep and Paddington. Music is also a major part of the event, with British Xiao Dou blending with anime references in a genre-defying set with the Japanese Z Fighters, with performances from Mountain Music, the latest album, featuring performances of Northern Ireland’s Z Fighters, Panic: Scotland’s leading indie rock and Nina Nesbit. Wales was represented by Strawberry Guy’s orchestra pop.
At the end of the performance, the Japanese Century Symphony Orchestra, conducted by British Matthew Freeman, brought Hans Zimmer’s score to life at the Japanese premiere of Planet Earth III Studios.
The British pavilion is designed by British architect Woo to reflect the theme of the British exposition, “Come Build the Future.” Pavilion blends British heritage and cutting-edge designs inspired by the work of world’s first programmer Ada Lovelace, and is constructed with aluminum wire rods reminiscent of punch cards used in early calculators. The stacked blocks’ exterior expresses the concept of small ideas gathering together to form a great idea.
British experience specialist Immersive International not only shows what the UK is doing, but also gives you a sense of what it believes through story-driven experiences, projection map interiors, gaming interactions, responsive lighting and spatial sound.
Visitors can explore the various charms that the UK has to offer through its Japanese father-daughter stories and experiences in the UK, and discover creativity and innovation through British culture, science and innovation.
The broader theme of Expo 2025 is “Designing a future society for our lives,” and the UK pavilion is a symbol of UK openness, inclusivity and partnership with the world.
It reflects a country that thrives in a diversity of thought, cherishes partnerships, and welcomes to better imagine world problem solvers.
The Bray Leino event also partnered with part of Mosimann’s Group’s Living Hospitality to offer an obvious British culinary experience at a British pavilion featuring classics such as Fish and Chips and Afternofe Tea. The bar buys life by Diageo and offers curated drink menus and mixology revitalization with brands such as Gusbourne English Sparkling Wine, while the retail space will showcase the iconic British products of the Union Flag Umbrella and Paddington Bear products from the UK Expo Mascots and Pix.
Kate Middleton, event director at Bray Leino Events, said: “This is what we do and we know how to deliver on the global stage. This was the most complicated and impactful event streaming. We managed so many moving parts throughout the site.
She added: “It’s a challenge we love. Planning, production, people, experience – a small background that seamlessly creates big things of the day. At one stage, you drum drums on Paddington, another stage. But it’s very rewarding, and Bray Reino’s event team is excellent at this type of stage.”
As Expo 2025 continues to unfold, the UK pavilion is a vibrant testament to the power of cultural exchange, innovation and collaboration. Bray Leino’s events have brought British narratives to life on a global platform through meticulous planning, bold creativity and seamless execution.
From Paddington Bears to Fish and Chips to futuristic technology, British National Day captured the spirit of a nation that was proud of its heritage and excited about its future. For the Bray Leino event, it was more than a showcase. It was a statement, once again proven its ability to provide an unforgettable experience on the world stage.
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