HE Reem Al Hashimy launches UK ‘Collective Message’ to the universe at Expo 2020 Dubai

First word from HE Reem Al Hashimy entered into UK AI algorithm, starting a Collective Message that will use words from thousands of visitors throughout Expo 2020 Dubai.

10 September 2021:

*To attend Expo 2020 Dubai or cover Expo 2020 Dubai remotely using content and assets generated by Expo, you must be accredited. See details below *

29th September 2021 – ‘Dignity’ was the first of tens of thousands of words that will create a stunning message from humanity to another civilisation as the UK Pavilion opens at Expo 2020 Dubai. 

In a concept inspired by Stephen Hawking, visitors to the UK Pavilion will be invited to donate a word they feel describes humanity or life on Earth. Advanced AI technology will use these words to generate individual poetic couplets that will combine to create a Collective Message projected on the UK Pavilion’s stunning cone-shaped structure from 1st October 2021 to 31st March 2022. 

‘Dignity’ launches a message that will constantly evolve throughout the event as more and more visitors from around the world make their own contributions.

The algorithm used to create the AI-generated poetic couplets was trained on 15,000 poems from more than 100 British poets. Tying in with the Pavilion’s theme, Innovating for a Shared Future, the interactive poetry installation will explore whether a computer programme can express the complex nature of humanity through verse.

The UK Pavilion’s 21-metre-high cone is the vision of UK artist and designer, Es Devlin, OBE, working in collaboration with global brand agency Avantgarde. Es Devlin is the artist behind jaw-dropping stage sets for Beyonce, Adele and the London 2012 Olympic Closing Ceremony.

Throughout Expo 2020 Dubai, the UK Pavilion will host inspiring talks from some for the world’s most creative and innovative thinkers, while showcasing the best of British food and drink, plus exciting, family-friendly interactive experiences and world-class artistic performances.

Her Excellency Reem Al Hashimy, UAE Minister of State for International Cooperation and Director General, Expo 2020 Dubai, said: 
“The UK’s Collective Message is a powerful message that speaks for all of humankind, and it was a great privilege to provide the very first word. This AI-powered creative journey will serve as a unifying force over the 182 days of Expo and beyond, and I eagerly await to see how millions of visitors to our Expo, from every corner of the planet, will enjoy this and the plethora of experiences the UK Pavilion will offer.”

Laura Faulkner OBE, UK Commissioner General at Expo 2020 Dubai, said: 
“It was a pleasure and so exciting to have HE Reem Al Hashimy donate the first word to the Collective Message. Just ahead of the opening of Expo 2020 Dubai this is a massive moment for my team and me as we officially start this unique message from people around the world. Her choice of word sums up the great relationship the UK and the UAE continue to enjoy and will inspire thousands of people to visit and join us too. I can’t wait to see the amazing variety of words visitors will share with us to create this unique message from humanity.” 

The first World Expo to be held in the Middle East, Africa and South Asia (MEASA) region and the largest event ever held in the Arab world, Expo 2020 Dubai will run for six months from 1 October 2021 to 31 March 2022 – bringing 190-plus countries together in a spirit of hope, optimism and shared purpose. Further details of ‘How will we Learn?’ and the rest of the UK programme will be announced throughout the year as the event grows closer.

For more information and to take a virtual tour of the UK Pavilion visit:  

Watch this video from the Department for International Trade on the event themes: 

Join the conversation at @UKPavilion2020 #Expo2020




For further information on UK at Expo 2020 Dubai or to request interviews please contact:
Chris Baker at Speed Communications on +44 (0)7583 079640
Oliver Higgs at Speed Communications on +44 (0)798 0816 170 

To request a visit to the UK Pavilion at Expo 2020 Dubai or for on-site media enquiries please contact:
Asil Zaher on +971 503935964 
Francesca Sullivan on

The UK at Expo 2020 Dubai

The UK is participating in Expo 2020 Dubai, taking place from 1 October 2021 to 31 March 2022. More than 200 participants, including 190-plus countries, are taking part in what will be the Arab world’s largest event. The overarching theme for Expo 2020 Dubai is ‘Connecting Minds, Creating the Future’. Under the theme ‘Innovating for a Shared Future’, the UK’s participation will boost the UK’s global reputation, drive future partnerships and provide long term economic benefit.

The UK’s participation in Expo 2020 Dubai will be led by the Department for International Trade (DIT), with support from the Department for Business, Energy & Industrial Strategy, the Department for Culture, Media & Sport, the Department for Environment, Food & Rural Affairs, the Department for Transport, the Foreign, Commonwealth & Development Office and the Devolved Administrations. The UK’s presence will consist of a self-build country Pavilion, based in the ‘Opportunity’ District and an accompanying business, cultural, tourism and education events programme. 

Find out more on the UK at Expo 2020 Dubai website  

How to cover Expo 2020 Dubai in person at event time or report on the event remotely
To attend Expo 2020 or cover Expo 2020 remotely using content and assets generated by Expo, you must be accredited. 
To kick off your journey with Expo 2020, please ensure that you:
1.         Register to access the Media Information System, Tawassul at
Tawassul is regularly updated, providing the latest content assets, including press releases, photographs, audio and video, the electronic media kit, and information on broadcast and photography operations. It also provides you with important information and updates on facilities and services such as media accreditation, visa information for international accredited media, and permits. Access to other media-related systems (Media Asset Management System and Media Bookings System), which will be launched in Q2 2021, will only be permitted to accredited media (see below). Information about these systems can be found on Tawassul.
2.         Once registered, submit an Expo 2020 Media Accreditation expression of interest. 
Within this expression of interest, please appoint an Accreditation Liaison Officer (ALO) from within your organisation who will act as the single point of contact with Expo 2020 for media accreditation. Following this, approved media organisations will be provided login details and instructions for the accreditation system to enable them to submit applications.
For support, contact Expo 2020 Dubai’s Media Services team at or +971 (0)56 689 2101.
Follow: Twitter: @expo2020dubai | Facebook: @Expo2020Dubai | Instagram: expo2020dubai  
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