Gotham City Pavilion opened at Expo 2020 Dubai

Almost Impossible developed the creative and experiential architecture for the Gotham City Pavilion, created with Warner Bros. Pictures to launch The Batman in the Opportunity District at Expo 2020 Dubai.

The story

The Gotham City Pavilion opened at Expo 2020 Dubai in February 2022. Warner Bros. wanted to promote The Batman by doing something that could not be ignored, on a stage already crowded with country pavilions, live entertainment and a constant flow of visitors. The activation also had to protect the film: the world needed to feel real without giving away spoilers.

Visitors explored a recreated Gotham and a Batcave in a pavilion for a city that does not exist, with Vox Cinemas as programme partner. They inspected props and clues, and searched for four hidden riddles on a game card. Staff checked their answers at the entrance, and visitors could earn a Gotham City stamp in their Expo passport, next to the stamps from real countries.

The pavilion ran for one month in the Opportunity District. The case study records 3,000+ visitors a day, including members of UAE Royal families, and 22M earned impressions online. Some limited-edition comics from the activation appeared on resale platforms within the first week, with listings reaching AED 10,000, and giveaways ran out halfway through the activation.

Why it matters

The case study describes the Batmobile as the beacon outside the pavilion, drawing fans in before they entered Gotham. Inside, a stamp in a passport and a riddle card gave visitors something to keep.