The Intersection of Digital and Spatial Immersion: Architecture of Pavilions at Expo Dubai 2020


  • Sanja Gogić
  • Duška Prodanović



Expo Dubai 2020, immersive reception, the symbiosis of architecture and digital art, spatial immersion, architectural pavilion


Expo Dubai 2020 is clear evidence of a 21st-century radical switch regarding the reception of art exhibitions. As Virtual Reality, Augmented Reality, and Artificial Intelligence technologies have already developed enough to show significant influences on art, the following topic considers the merging of architecture and digital art, which are building immersive experiences together. The aim of this paper is to establish the level of inseparability and the type of connection between spatial and digital aspects that cooperatively stimulate and define the movement of visitors. As the creative capacity of architecture and digital art is unlimited in production, three country pavilions, Brazilian, South Korean, and Italian at Expo Dubai 2020, with distinct concepts are analyzed. Selected pavilions were showing diverse approaches to the application of digital technologies within the space, which makes new possible categories to be explored. A strongly emphasized multisensory aspect of spatial experience can be discovered through simple architectural technology in the Brazilian pavilion combined with the symbolic element of water, sounds, and vapors together with digital projections. Symbiosis of digital and architectural components of space is reached in the Italian pavilion by the double shifting of both digital and physical parts of the rope façade. The apparent combination of digital and analog surfaces on the kinetic facade in the Korean pavilion completes the basis for discussion about methods of hybridization of architecture and digital art. Although architecture is, according to Peter Sloterdijk, the original form of immersion, the selected pavilions demonstrate that participants of the state-of-the-art symbiosis of architecture and digital art can experience new types of immersive reception, simultaneously showcasing the application of the concept of mimesis.

Article received: May 12, 2022; Article accepted: July 15, 2022; Published online: October 15, 2022; Original scholarly paper

Author Biographies

Sanja Gogić

Faculty of Architecture, University of Belgrade; Institute of Architecture and Urban & Spatial Planning of Serbia (IAUS), Belgrade

Sanja Gogić (b. 1995, Belgrade). Currently engaged as Research Scholar at the Institute of Architecture and Urban & Spatial Planning of Serbia (IAUS), working on architectural projects, research, and competitions, where obtained one 2nd national award. She is a second-year student of Ph.D. Program Architecture and Urbanism at the University of Belgrade, Faculty of Architecture. Finished Bachelor studies at the same University in 2017 and graduated from Politecnico di Milano in 2020 with a master thesis project House of the Future – Anti Radiation Containment. Worked as an intern at ATI Project, Milan, and as an Erasmus+ intern at VMX Architects, Amsterdam. Research topics within Ph.D. studies are based in the field of aesthetics in architecture, with a focus on the theme of aesthetic immersion in architectural and art projects. Published one research paper: D. Živković, S. Simonović-Alfirević, and S. Gogić, S. “Hotel ‘Majestic’ kao prvi boutique hotel u Srbiji,” Arhitektura i urbanizam 53 (2021): 36–47.

Duška Prodanović

Faculty of Architecture, University of Belgrade

Duška Prodanović, (b.1993, Belgrade) is a second-year doctoral student at the Faculty of Architecture, University of Belgrade, in a study program in the field of architecture and urbanism. Duška graduated in 2017 with a final grade of 10 for her master project “Mammoth Museum, Great War Island, Belgrade”. She is awarded for the master final project within the annual award of the Association of Architects of Serbia in 2017. After obtaining the title of Master Engineer of Architecture, she regularly participates in teaching as an associate at the Faculty of Architecture in Belgrade in bachelor's, master's, and graduate studies. As an author and collaborator, she has won several awards and recognitions at international and domestic architectural and urban competitions. Duška has participated in several architectural workshops, standing out as a tutor at the European Architectural Assembly of Architects and Students EASA Reality 2021. She is regularly employed with the design bureau in the field of architectural and urban design.


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How to Cite

Gogić, S., & Prodanović, D. (2022). The Intersection of Digital and Spatial Immersion: Architecture of Pavilions at Expo Dubai 2020. AM Journal of Art and Media Studies, (29), 43–55.



Main Topic: Contemporary Aesthetics of Art and Technology