EPG
EPG is a Netherlands-based creative studio specializing in narrative architecture and immersive experience design for World Expo pavilions, cultural institutions, and brand destinations, serving governments and enterprises globally through a curated platform model.
- Company typePrivate
- Founded2014
- HeadquartersAlkmaar, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingServices
What EPG does
EPG (Expo Pavilion Group B.V.) is a Netherlands-headquartered creative studio founded in 2014 by Melle Pama, specializing in narrative architecture, spatial storytelling, and immersive experience design for World Expo pavilions, cultural institutions, brand destinations, and experiential real estate. The company operates a lean platform model with 7 core employees and a curated international network of 20+ specialists across scenography, architecture, media production, AR/XR, content development, and project management, delivering integrated services spanning strategy, narrative development, and architectural design. EPG has participated in every World Expo since Aichi 2005, building a portfolio that includes national pavilions for Saudi Arabia, Qatar, Algeria, Netherlands, Peru, Brunei, Canada, and Singapore, with multiple Guinness World Records and BIE Awards validating execution quality.
The studio generates revenue through custom-scoped, project-based professional services engagements with governments, brands, and cultural institutions, delivering design and narrative contracts for large-scale installations ranging from 300m² to 5,500m². Its three core service lines — World Expo, Experiential Space, and Narrative Architecture — are delivered via consortium partnerships with complementary firms including LAVA (Flagship), PICO, Freeman, Cityneon, and MVSA Architects, enabling the small core team to bid on and deliver mega-projects. The September 2025 appointment to lead exhibition and experience design for the KSA Pavilion and ICON at Expo 2030 Riyadh, with an expected 40M+ visitors, represents the largest engagement to date and underscores EPG's positioning as a niche-but-elite specialist in a globally small pool of World Expo narrative design studios.
Customer concentration is high and structurally cyclical, anchored on episodic government pavilion commissions with multi-year intervals between major World Expo engagements. The company is actively diversifying into commercial verticals — entertainment venues (NEON Global Battersea Power Station), gaming/hospitality (Holland Casino Venlo), and luxury retail (Sardal Dubai) — but this pipeline remains nascent relative to its public-sector World Expo core. EPG is privately held with no disclosed external institutional funding, operating as a founder-led creative platform where reputation, talent network, and domain specialization form the primary competitive moat rather than technology, scale economics, or data assets.
EPG firmographics
Firmographics- Name
- EPG
- Legal name
- Expo Pavilion Group B.V.
- Website
- https://epg.nl
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- EPG is a Netherlands-based creative studio specializing in narrative architecture and immersive experience design for World Expo pavilions, cultural institutions, and brand destinations, serving governments and enterprises globally through a curated platform model.
- Ownership category
- akta.pro rank
EPG industry classification
Industry- Product category
- Experiential Design & Narrative Architecture
- NAICS
- Graphic Design Services (54143), Indoor and Outdoor Display Advertising (541850)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Exhibition, Retail & Experiential Design (BPAHAKAL)
- akta.pro secondary industries
- Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI), Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG)
Keywords
Where EPG is headquartered
LocationHeadquarters
- HQ city
- Alkmaar
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
EPG business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- World Expo Pavilion Design: Design and development of national pavilions for World Expos, including narrative design, exhibition design, and immersive media production. Major projects include pavilions for Saudi Arabia, Canada, Qatar, Peru, Algeria, Netherlands, and Brunei.
- Experiential Space Development: Creating experiential destinations for museums, visitor centers, attractions, brand homes, and leisure destinations through narrative journeys, interactive engagement, and immersive experiences.
- Narrative Architecture: Architectural expression and façade design services where story and message are integral to the built environment, including brand homes, art installations, and narrative facades.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
EPG product offering
Product offeringCore offering
EPG is a design studio and collaborative platform delivering narrative architecture, brand experience, and visitor engagement design services. The company designs national pavilions for World Expos, experiential destinations for museums, visitor centers, attractions, and brand homes, and narrative-driven architectural facades. Services span strategy and concept, narrative and content development, architecture and design, and immersive media production, delivered through a curated network of consultants, architects, scenographers, designers, and media specialists.
Product overview
EPG is an award-winning studio and platform for narrative design, spatial storytelling, and destination development. Their core offerings consist of three integrated service lines: World Expo (pavilion design for international expositions), Experiential Space (visitor attractions and brand homes), and Narrative Architecture (architectural expression from a storytelling perspective). These are supported by strategy, narrative development, and architectural design services. The company operates a network model with consultants, architects, designers, scenographers, and multimedia specialists to deliver projects spanning 20+ years of World Expo involvement and experiential destination work across cultural, museum, leisure, and brand sectors.
Differentiator
Problem solved
Functional benefit
Products and services
- World Expo Design and execution of World Expo pavilions for participating nations, including architectural design, narrative development, and immersive visitor experiences. EPG has been involved with every World Expo since Aichi 2005 across Netherlands, Algeria, Peru, Qatar, Canada, Brunei, and Saudi Arabia.
- Experiential Space Creation of experiential destinations for cultural projects, museums, leisure attractions, and brand homes through spatial storytelling, visitor journey design, and experiential articulation.
- Narrative Architecture Architectural design approached from a storytelling perspective, integrating narrative design with physical space including pavilions, facades, and legacy considerations for temporary architecture.
- Strategy & Concept Strategic consulting for developing theme concepts and strategic approaches for Expo and experiential projects, supporting decision-making through design briefings.
- Narrative & Content Development Development of visitor journeys, narrative frameworks, scripted backstories, and content for all touchpoints including film and multimedia production.
- Architecture & Design Spatial design from narrative perspective with architects and designers who approach design story-first, followed by form and function.
Quantifiable outcome
- Guinness World Record for Expo 2023 KSA Pavilion
- +4 more outcomes
Companies that use EPG
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles3 records
EPG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
EPG partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship, core and minor.
- LAVA (Laboratory for Visionary Architecture)flagshipEPG is part of international design consortium led by LAVA for Expo 2030 Riyadh. EPG leads exhibition and experience design concepts for Kingdom of Saudi Arabia Pavilion and ICON - the two signature anchors of Expo 2030 Riyadh. Melle Pama quoted on vision to move beyond static displays and create experiences where Saudi authenticity meets global resonance.
- UAU StudiocoreUAU studio specializes in architecture that connects man-made environments with nature, putting eco- and human-oriented design at core of its mission. Collaborated with EPG on Battersea Power Station project. Gianluca Santosuosso from UAU studio is listed as Architecture Consultant.
- PICOcorePICO is listed as General Contractor for Singapore SG50 Future of Us Pavilion project. Also shown as partner logo on homepage. PICO is a global experiential design and build firm.
- NEON GlobalcoreNEON Global is developing their first proprietary IP experience venue in Europe at Battersea Power Station. EPG and UAO studio designed the venue inspired by iconic white chimneys with narrative façade. Built permit given 2024, completion expected 2025.
- CityneonminorShown as partner logo on homepage footer. Cityneon is a global experiential entertainment company.
- Jora VisionminorShown as partner logo on homepage. Jora Vision is an experience design company.
- idea.laminorListed as partner logo on homepage. idea.la is a brand experience agency.
- Gestalt Communications / JvM GroupcoreContract owner for Brunei pavilion Expo 2015 and Algeria pavilion Expo 2017. Gestalt Communications is part of JvM Group.
- MVSA ArchitectscoreDutch architecture firm that invited EPG to join their development bid for Holland Casino Venlo. EPG provided specific expertise in narrative space and designed the iconic LED-interactive glass disc façade.
- FreemancoreListed as General contractor for Algeria pavilion at Expo 2020 Dubai (1700m2 pavilion). Freeman is a global experiential marketing agency.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
EPG competitors and assessment
Company assessmentOthers
- LAVA (Laboratory for Visionary Architecture): LAVA is a Stuttgart-based architecture firm leading the international design consortium for Expo 2030 Riyadh, in which EPG is the exhibition and experience design lead. LAVA is both a key consortium partner and an adjacent architectural peer whose projects EPG complements.
Direct peers
- PICO Group: PICO is a global experiential design and build firm that has delivered World Expo pavilions, brand activations, and immersive attractions. PICO is a direct competitor to EPG in narrative design and exhibition delivery, and is also a listed EPG partner (general contractor for Singapore SG50).
- Freeman: Freeman is a global experiential marketing agency delivering brand experiences, exhibitions, and events at scale. Freeman served as general contractor for the Algeria pavilion at Expo 2020 Dubai, an EPG project, and competes in the same turnkey pavilion and experiential RFPs.
- BRC Imagination Arts: BRC Imagination Arts is a global experience design firm specializing in narrative-driven visitor attractions, museums, and brand destinations. BRC is a direct peer to EPG in the experiential narrative design space and operates at a larger scale.
- Thinkwell Group: Thinkwell Group is an experience design and production studio developing theme park attractions, museums, and brand experiences. Thinkwell is a direct peer in narrative-driven experience design and a frequent bidder on sovereign cultural projects.
- Cityneon Group: Cityneon is a global experiential entertainment company specializing in immersive IP-based attractions and large-scale themed experiences. Shown as a partner logo on EPG's homepage, Cityneon competes directly in the museum, attraction, and World Expo delivery space.
- idea.la: idea.la is a brand experience agency that designs and produces immersive brand activations and live experiences. Listed as a partner on EPG's homepage, idea.la competes for similar brand-driven experiential design mandates.
- Jora Vision: Jora Vision is a Dutch experience design company delivering themed attractions, museums, and brand experiences. Listed as a partner on EPG's homepage, Jora Vision is a direct regional peer with overlapping project portfolios.
Emerging players
- Tellart: Tellart is a design studio focused on narrative experiences, interactive installations, and emerging technology integration. Tellart overlaps with EPG in immersive storytelling and AR/XR-enabled spatial design but operates at a smaller, more technology-forward scale.
Regional players
- MVSA Architects: MVSA Architects is a Dutch architecture firm that invited EPG to co-develop the Holland Casino Venlo facade project. MVSA is a regional peer in narrative-integrated architectural design for commercial and hospitality clients in the Netherlands and beyond.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
EPG social profiles
Digital presenceEPG financial estimates
Financial estimateRevenue estimate
Valuation estimate
EPG leadership team
Management profileNumber of profiles
Profiles17 records
EPG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EPG M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EPG
What does EPG do?
EPG is a design studio and collaborative platform delivering narrative architecture, brand experience, and visitor engagement design services. The company designs national pavilions for World Expos, experiential destinations for museums, visitor centers, attractions, and brand homes, and narrative-driven architectural facades. Services span strategy and concept, narrative and content development, architecture and design, and immersive media production, delivered through a curated network of consultants, architects, scenographers, designers, and media specialists.
Is EPG a public or private company?
EPG is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was EPG founded?
EPG was founded in 2014. It employs 1 to 10 people.
Where is EPG based?
EPG is headquartered in Alkmaar, Netherlands, in the Europe region.
How does EPG make money?
Three revenue lines are on record. World Expo Pavilion Design is the primary driver. The others are experiential Space Development and narrative Architecture.
Who are EPG's main competitors?
LAVA (Laboratory for Visionary Architecture) is listed as an others. Direct peers are PICO Group, Freeman, BRC Imagination Arts, Thinkwell Group, Cityneon Group, idea.la and Jora Vision. Tellart is listed as an emerging player. MVSA Architects is listed as a regional player.
Does EPG have an API?
No public API is recorded for EPG.
What industry is EPG in?
EPG's product category is Experiential Design & Narrative Architecture. Its primary akta.pro industry code is BPAHAKAL, Exhibition, Retail & Experiential Design, with a secondary code of MPAAAGAI, Mobile/Digital Experiential (AR/VR, Interactive Installations). Its NAICS code is 54143 and its SIC code is 7330.