From 2050 to now: Transforming future research into immersive experiences at
The Moonshot Park at Expo 2025 Osaka

The Moonshot Research and Development Program is an ambitious national initiative led by the Cabinet Office of Japan. The program aims to spark disruptive, Japan-led innovations to solve global issues like climate change and aging societies by 2040 or 2050. As a key partner in this mission, the Japan Science and Technology Agency (JST) manages seven of the program’s 10 goals.

At Expo 2025 Osaka, JST transformed these visionary goals into interactive exhibits within the Future Life Experience area. The agency faced two primary challenges. First, it had to integrate numerous research projects into a clear, accessible story for visitors. Second, it needed to align the goals and expectations of diverse stakeholders, including the Cabinet Office and individual researchers, into a single direction.

Loftwork served as the lead producer to solve these challenges. By connecting partners and providing support from planning through operations, the team brought diverse research topics together under a unified concept, with a complex system to rotate 15 different programs every one to two weeks. The resulting exhibition allowed visitors to see, touch, and feel the future society of 2050. The interactive displays targeted younger generations, encouraging them to think personally about how society and humanity might evolve.

Loftwork managed the overall narrative, stakeholder coordination, and creative execution. This project showcased the appeal of Japanese research on a global stage, drawing approximately 38,000 visitors, exceeding initial targets. By gathering valuable public feedback, the exhibition also contributed to the real-world implementation of these advanced technologies.

Loftwork managed the project from concept to completion, translating complex scientific data into interactive, human-centered experiences. This end-to-end support comprised  three pillars: strategic planning and management, spatial and creative design and operational execution.

The project moved in two stages. Phase 1 established the foundational design, while Phase 2 focused on detailed implementation. To maintain momentum, specialized teams were assembled for different tasks, all working together under a centralized management structure. This approach allowed the team to handle complex requirements across multiple workflows, providing steady support from the initial concept to the final launch.

To showcase as much research as possible, the project had an ambitious goal: rotating 15 different programs every one to two weeks across five distinct periods. This was undeniably the biggest challenge. To make it happen, Loftwork designed a flexible space and a precise logistics plan, while keeping communication open and clear with every research team involved.

The entrance serves as a gateway designed around the theme “Time Warp to the Future.” This space creates a continuous narrative loop that builds excitement by introducing various Moonshot goals. At the exit, a photo studio integrates visitors into the experience by projecting their images into real-time scenes of a future society. This immersive approach encourages people to imagine themselves in that future, turning abstract research into a personal realization.

The main exhibition area was built to accommodate 15 rotating programs. In partnership with Hakuten Co., Ltd., Loftwork developed a modular spatial frame that could be reconfigured for different content. This flexible system allowed for the showcase of interactive exhibits, products and future-focused narratives while navigating the venue’s strict technical constraints.

Standardized fixtures and design elements maintained a sense of unity across diverse research topics. A key feature was the strategic use of Question Panels. Since most visitors are unfamiliar with the specific research, rather than technical jargon, the exhibition asked universal questions designed to spark curiosity, such as: “What if you could look inside your own body?” These prompts helped visitors intuitively grasp how technology might impact their daily lives and values.

To create a cohesive look and feel for the entire project, Loftwork developed the main visual under the supervision of art director Kanako Narita, head of Narika Design Office.

The Moonshot Park visual features 10 colorful arrows, each representing a specific Moonshot goal pointing toward 2050. Innovation within each research field is depicted as dots that connect into lines stretching toward the future. This graphic represents how current science and technology are solving societal challenges to shape our future lives. By using colorful gradients against a black background, the design builds excitement for the future and serves as a striking accent within the predominantly white exhibition space.

This visual identity was applied to the entrance, staff uniforms and scarves. By maintaining a consistent creative direction, Loftwork delivered a sophisticated brand experience that encouraged visitors to look forward to future possibilities.

To share the passion and stories behind the research that static displays alone cannot capture, Loftwork supported tour programs led by the Cabinet Office and Project Stage events hosted by research teams.

The Moonshot Future Society Expo Tour introduced the program’s goals, the challenges researchers tackle, and the cutting-edge technology on display. Visitors received priority access to interactive exhibits and engaged directly with the material through Q&A sessions, gaining a clearer vision of the future society these projects aim to create.

At the Project Stage, talk sessions and live demonstrations provided a multifaceted look at the research projects and their potential global impact.

Expo 2025 attracts a global audience from all generations. To bridge the gap between complex research and a broad demographic, the exhibition design had to be both intuitive and engaging.

The experience targeted current high school students who will be 40 years old in 2050. As they prepare for university, this generation is uniquely positioned to embrace future possibilities and turn inspiration into action. The team’s mission was to inspire these young visitors and build their expectations for the decades ahead.

To achieve this, the experience prioritized cultivating a sense of agency, making visitors feel that the future is something they can actively participate in and help create. Under the theme “See, Touch, Feel,” the exhibit used visual and physical interactions to spark curiosity about future society, while Question Panels encouraged deeper reflection.

The team curated a seamless journey through the venue, beginning with a sense of wonder at the entrance and culminating in a time warp experience where visitors projected themselves onto visuals of the future.  This flow maximized the impression of the core message: the future belongs to those who participate.

This project brought together 1,004 diverse stakeholders, ranging from the organizer of Expo and the Cabinet Office to JST, research teams, contractors, and creative partners. Each group joined with unique objectives, often involving disparate priorities that required navigation, such as national outreach strategies, rigorous scientific accuracy, and creative design excellence.

To align these competing interests, Loftwork adopted a “One Team” approach built on a foundation of open dialogue. Rather than relying on rigid top-down management, the team created an environment where every partner felt invested in the decision-making process. This collaborative culture successfully unified all parties under a shared vision for the project’s ultimate mission.

Managing a weekly rotation of exhibits required a blend of meticulous planning and agile execution. In the operational planning phase, the team mapped out every scenario, from staff roles to visitor flow management. The logistical centerpiece was the overnight transition between exhibits. To ensure success, every step — from truck arrivals to the morning opening — was scheduled down to the minute. This precision, paired with a highly adaptable spatial design, facilitated seamless move-ins and setups within extremely tight windows.

To uphold a premium experience throughout the event, Loftwork equipped staff with comprehensive operational and training manuals, as well as specialized content guides to translate complex research into accessible, accurate narratives. In collaboration with science communicator Takayuki Honda, the team identified key communication strategies and conducted deep-dive training sessions for the on-site staff. This robust documentation and rigorous preparation significantly elevated the overall quality of the exhibition.

Connecting science to society: Achieving success beyond expectations

The exhibition was a resounding success, attracting 37,980 visitors over 36 days and significantly exceeding initial targets. Beyond the numbers, the interactive experiences and surveys effectively boosted public interest in Moonshot research and gathered critical insights for future real-world applications.

Bridging the gap between advanced science and the general public often means overcoming hurdles such as technical complexity and psychological distance. Leveraging the power of creative design to secure meaningful feedback across generations was one of the project’s most significant achievements. Visitors praised the exhibit as a highlight of the pavilion, with many noting that it helped children envision a bright, hopeful future in a fun and engaging way. The participating research teams also expressed high satisfaction, buoyed by the strong public response.

By unifying 15 research projects and their diverse stakeholders under a single visionary concept, this project demonstrated that even the most complex technology can be made deeply personal and accessible. Ultimately, this model serves as a powerful roadmap for the future of science communication.

Writing: Yutaro Gokan (Loftwork Inc.)
Illustration: Asako Muraoka (Loftwork Inc.)
Translation: Pinhua Chen (Loftwork Inc.)
Photography: Wataru Sato

• Bridging technology and experience by translating complex research into engaging stories that connect with diverse audiences.
• Coordinating diverse stakeholders like government agencies, experts, and creative teams to work toward a shared vision.
• Managing complex logistics and planning for international-scale events or exhibitions.