Belgrade Becomes a Stage for Switzerland

In 2027, Switzerland will not be traveling to Belgrade with a traditional exhibition. Instead, it aims to get people moving, facilitate encounters, and make the future a shared experience. The Swiss Pavilion is being designed by the Zurich-based creative agency JEFF in collaboration with Bellprat Partner. In this way, the World’s Fair will serve as a stage for dialogue, innovation, and a closer connection between Switzerland and Serbia.

JEFF won the pitch from Präsenz Schweiz and is responsible for the scenography, visitor experience, and visual identity of the Swiss Pavilion. The concept takes the Expo motto “Play for Humanity” literally. Play becomes a means of bringing people together regardless of language, background, or age.

The pavilion is not meant merely to inform; it aims to inspire participation. This aligns with a world in which uncertainty, technological upheavals, and social tensions demand new forms of understanding.

Belgrade in the Global Spotlight
Expo 2027 will take place in Belgrade from May 15 to August 15, 2027. The first specialized world’s fair in the Western Balkans will last 93 days and is themed “Play for Humanity. Sport and Music for All.” The organizers expect more than 130 countries and approximately 4.1 million visitors.

At the heart of it all is a big question: How can our bodies, minds, and thinking become more resilient when familiar rules no longer hold? Sports, music, science, technology, and artificial intelligence should not be seen as separate worlds, but rather as forces that open up new perspectives.

A Hub Grows with the Belgrade Science and Technology Park
Today, Belgrade is more than just Serbia’s political capital. The city is evolving into a hub for technology and innovation. The Belgrade Science and Technology Park supports startups in developing and marketing products and services and connects companies with universities and research institutions.

Switzerland has been supporting Serbia’s transition to an innovation-based economy since 2011. Among other things, it supports science and technology parks as well as the export of new products. The Technopark Serbia project is part of the Swiss cooperation program aimed at promoting inclusive and sustainable economic growth.

More Than Just a Pavilion
Serbia is Switzerland’s most important trading partner in the Western Balkans. Swiss companies are investing locally in production facilities as well as research and development centers. This includes activities centered around the BIO4 Campus in Belgrade. The Expo can visibly strengthen these economic, scientific, and creative connections.

For Switzerland, Belgrade is therefore not merely a showcase on the edge of Europe. It is a place for building new networks. If JEFF transforms the pavilion into a true playground for dialogue, it can become more than just a strong presence—namely, a space where collaboration begins.