Imagination supports realization of Saudi’s Pavilion at London Design Biennale 2025

Kicking off today, the London Design Biennale 2025 will showcase world-leading design, innovation, creativity and research by exhibitors from across the globe. Saudi Arabia’s Pavilion, this year branded as ‘Good Water’, was delivered in collaboration with Imagination.

The three-week international exhibition features a programme of events, thought-leadership talks, performances, film expositions, and workshops. Hosted at Somerset House from 5-29 June 2025, the event will also showcase over thirty pavilions, including from three Middle Eastern: Saudi Arabia, the United Arab Emirates, and Turkey.

The Saudi Pavilion will invite audiences to explore the hidden infrastructures behind water distribution, highlighting the global significance of water as a scarce resource, with freshwater making up only 2.5% of all water on Earth. Through an immersive installation inspired by the Sabeel, a traditional fountain symbolising generosity and hospitality, the pavilion will prompt visitors to reflect on the unseen systems of labour, energy, and cost that make water accessible.

Sumayah Al-Solaiman, CEO of Saudi Arabia’s Architecture and Design Commission, said: “Good Water is more than an installation – it is a statement on the unseen systems and collective efforts that sustain life. Through this pavilion, we are proud to showcase Saudi creative voices and to offer an experience that invites global audiences to reflect on the value of water, generosity, and shared responsibility.”

The Saudi Pavilion will feature a major exhibition installation, supported by public programming, film content, and a photographic catalogue.

The Pavilion was designed and delivered in conjunction with Imagination, with supported the process end-to-end with services including exhibition design and build, photographic catalogue production, visual identity, film content, social media management, public relations and communications, public programming, and logistical delivery.

“We are proud to partner on the Saudi Pavilion at London Design Biennale, bringing to life a meaningful and timely exploration of water as a global resource and highlighting the intentional design approach that lays bare the infrastructure behind this essential resource,” said Ross Wheeler, Business Director at Imagination.

The Pavilion is made possible by Saudi Arabia’s Architecture and Design Commission, which undertakes similar initiatives around the world, in support of the kingdom’s broader ambition to contribute meaningfully to international design conversations and help Saudi talent make waves on the international stage.

Established in the 1960’s, Imagination has 13 offices worldwide, including its headquarters in London and Middle East hubs in Doha (Qatar), Dubai (UAE) and Riyadh (Saudi Arabia).