Experience UK Pavilion returns to IAAPA Expo Europe with Shaun the Sheep and cutting-edge British innovation

Experience UK announces the return of the UK Pavilion to IAAPA Expo Europe, taking place in Amsterdam from 24th – 26th September. This year marks the sixth annual UK Pavilion hosted by Experience UK, in partnership with His Majesty’s Government and the Department for Business and Trade (DBT). The Pavilion will be a centrepiece of British excellence in the leisure and attractions industry, located on Booth 8624. The UK Pavilion has been conceptually designed by the renowned Katapult, with this year’s central attraction featuring the iconic Aardman IP, Shaun the Sheep. The beloved character will be brought to life by the creative and technical expertise of LCI Productions, a leader in the field of multimedia attractions. LCI Productions has crafted a dynamic projection mapping experience that will animate a stunning 3D sculpture of Shaun, provided by global public art producer Wild in Art. The animation, developed by LCI’s talented team of character artists and animators, will be overlaid with Union Jack textures, offering a uniquely British experience that blends creative storytelling with cutting-edge technology. The projection will be facilitated by a high-spec Christie projector, with content powered by a state-of-the-art 7thSense media server, showcasing the best of UK technology. It will serve as a creative backdrop for Photo Experience who will be capturing visitors and printing memories throughout the expo. The UK Pavilion will be more than just a visual delight; it will also serve as a hub of activity and networking. The Department for Business and Trade will host a hospitality lounge at the centre of the Pavilion, offering a welcoming space for attendees to connect with industry leaders and discover the latest in British innovation. The UK-based companies exhibiting within the Pavilion are UCARGO, Holovis, BatFast, Singa, Wild Republic, Sports Coach Simulator and Semantic. These companies represent the forefront of the UK's contribution to global visitor destinations, with products and services ranging from immersive technology to cutting-edge simulation. Additionally, Experience UK is hosting a UK Trade Mission to The Netherlands with delegates from leading companies including Lodestar, Digital Projection, Taylor Made Designs, Engage Works, DJ Willrich, Buzzshot, Clockwork Dog, NEWSUBSTANCE, and SKYMAGIC. Ian Clappison, Chief Executive Officer of Experience UK, commented: “This year’s UK Pavilion promises to be a true celebration of British creativity and technological innovation. We are excited to bring together such a diverse group of companies and showcase their groundbreaking contributions to the global attractions industry. The combination of our iconic Shaun the Sheep installation, state-of-the-art technology and the support of His Majesty’s Government makes this year’s Pavilion a must-visit destination at IAAPA Expo Europe.” Ahead of the exhibition opening, the Experience UK IAAPA Europe Social Mixer is taking place on Monday 23rd September in the bar area of the Leonardo Royal Hotel Amsterdam. Join this free event for an evening of networking and camaraderie, to make new contacts, strengthen existing relationships and share insights in a relaxed atmosphere. Register here: https://www.experienceuk.org/events/experience-uk-iaapa-europe-social-mixer ENDS About Experience UK - Experience UK is the globally recognised trade body representing British companies in the Experience Economy, driving innovation in attractions and visitor experiences worldwide. Its diverse members create cutting-edge experiences across themed attractions, museums, family entertainment centres, retail venues, and live events. In partnership with the UK’s Department for International Trade and industry experts, Experience UK provides tailored support services, including delegations to international trade shows, trade missions, and market research. With a mission to promote the brilliance of the UK creative sector, Experience UK connects its members to business opportunities and advocates for the sector’s value globally. www.experience-uk.org