The Al Jefeer Theatre was designed as an immersive multimedia experience to act as a summation of the Qatar Pavilion ‘theme‘, Seeding Sustainability, Innovative Solutions for Food Security. The basket shaped Qatari pavilion, replicating a traditional Qatari Jeffer, inside housed a 12m high 3D projected structure surrounded by a spiralling ramp allowing for seamless high footfall traffic (no queues) for what proved a very popular attraction within the pavilion. In collaboration with Cityneon, LM Productions ensured that the entire installation, from the form and flow of the Theatre itself to the immersive experience, conveyed the clients message of modern innovation and their vision for the future. As visitors descended from the Qatar Pavilion into the Al Jefeer Theatre, they were treated to an immersive visual show of video, lighting, sound and special effects.