In the tightest time frame ever undertaken by the company, Philip Simpson was asked to join the Met Studio team to redesign the Libyan Pavilion at the Shanghai 2010 Expo from scratch and to do so, from commission to opening, in only 25 days!
The new pavilion was an AV and graphic-led exhibition and created to the tightest of deadlines.
Philip Simpson designed the the overall graphic environment identity 'Beautiful Libya and so much more' within zoned areas to display Libya’s unique cultural depth. The chairman of Ecou (the Libyan company overseeing the whole project) congratulated the creative team on their astonishing feat, saying 'Where there is a will, there is a way. Nothing is impossible to achieve. It was a difficult, challenging and demanding task, but your joint efforts and teamwork have made it a success story after all.'
Designed and art directed by Philip, the literature mirrored the overall enviromental design of the expo pavilion and enhanced the coherent identity.