Jeff Designs the Swiss Pavilion for Expo 2027 in Belgrade

The Zurich-based creative agency Jeff has won the pitch for the Swiss Pavilion at Expo 2027 in Belgrade. In the invitation-only process organized by Präsenz Schweiz, the communications unit of the Federal Department of Foreign Affairs (FDFA), Jeff prevailed over its competitors. The mandate covers the pavilion’s scenography, visitor experience, and visual identity.

Expo 2027 will take place in Belgrade from May 15 to August 15, 2027. Under the theme «Play for Humanity: Sport and Music for All,» more than 130 participating countries and four million visitors are expected. The Swiss Pavilion will occupy 648 square meters within a shared hall.

Swiss Pavilion at Expo 2027: Bringing Dialogue to Life Through Play

The concept is based on a clear message: The most dangerous moment is when we stop talking. For centuries, Switzerland has kept the lines of communication open when others fall silent and has promoted international dialogue. Play is considered the most universal form of dialogue—a combination that creates a collaborative experience that requires no common language.

Manuel Salchli, Commissioner of the Swiss Pavilion at Presence Switzerland, comments on the approach: «The motto »Play for Humanity’ challenges participating countries to think in a playful way. Jeff took this seriously: With this concept, Jeff transforms the Swiss Pavilion into a playground for dialogue.”

Collaboration with Bellprat Partner

For Jeff, the Swiss Pavilion is yet another project in the field of scenography and experiential spaces. According to the agency, it conceives and designs brand spaces, visitor centers, and exhibitions for a wide variety of clients. For this project, Jeff is collaborating with its long-standing partner, Bellprat Partner, which brings its experience from past Expo pavilions to the team.

Stefan Huggenberger, project manager and managing partner at Jeff, says: «Bringing Switzerland to life for four million people. For us, there’s no better briefing than that.»

Jeff is a creative agency with offices in Zurich, Lausanne, and Berlin that offers services in the areas of live events, campaigns, interaction, and visual design. The agency has been independent and owner-managed since 2011.

Responsible at Jeff Zurich: Stefan Huggenberger (Creative & Project Management), Cécile Kühn (Creative & Project Management), Gian Andri Bezzola (Creative & Scenography), David Bär (Creative & Interaction Design), Philip Eggenberger (Creative & Interaction Design), Mischa Müller (Art Direction). Contact at Bellprat: Iwan Funk (Consulting), Arnau Bellprat (Consulting), Dominik Krajcir (Consulting), Saskia Venetz (Consulting).