Tokyo Olympic Games Pavilion

Mixed Reality experiential quest for the Tokyo Games

I helped led the design and execution of the Olympic Pavilion for P&G at the Tokyo Olympics, featuring SK-II as its centerpiece. Originally set to open in July 2020, the launch was delayed to 2021 due to the global pandemic—the pavilion ultimately became a standout of the Olympic Fan Experience in Odaiba, located near several key Olympic venues.

Designed from the ground up by an interdisciplinary team at Huge in Brooklyn, the large-scale pavilion invited visitors on an immersive mixed reality journey powered by Microsoft HoloLens 2. Based on SK-II’s Olympic campaign, the experience transformed the space into an engaging, theme park-like environment where augmented reality seamlessly blended with the physical architecture and scenic design. We partnered with Microsoft’s Mixed Reality team on the 3D content, and retained full leadership over the creative direction and overall experience design.

This ambitious project pushed the boundaries of architecture and experiential design. From spatial planning and interior design to immersive digital content, we integrated a wide range of technologies and storytelling techniques to create a cohesive, future-facing experience. Its complexity, scale, and originality made it one of the most innovative and impactful activations of the Tokyo Olympics.

Role: Creative Direction, Physical Design Direction, Retail Design, Software and Technology Direction
Produced by: HUGE, Executive Creative Director: Emil Lanne
Renders by Volley Studio

1st Mixed Reality Challenge: Simone Biles

The first chapter featured an interactive version of Simone Biles’ “VS.” episode, where she battled internet trolls and hateful comments. Participants swatted away swarms of trolls and defeated a giant “Kaiju” monster of online hate.

2nd Mixed Reality Challenge: Liu Chang

The second chapter adapted Liu Chang’s “VS.” episode, where she confronted being judged for her looks instead of her talent. Set in an underwater world teeming with emojis and likes, participants ended by battling a tentacled sea monster.

3rd Mixed Reality Challenge: Ishakawa

The third chapter followed Ishikawa, a Japanese table tennis player, as she faced expectations tied to her past success and age. Set in a futuristic cityscape, participants fought her inner doubts and a vaporous monster atop a skyscraper.