MARVEL EXHIBIT

Shanghai, China
In association with: Disney and Kreate

Introducing a New Culture to the Marvel Universe

The Marvel Universe is more than just entertainment—it’s a global cultural phenomenon. With its vast array of characters, storylines, and values, it resonates with audiences of all ages and interests, from thrill-seekers to romantics, from lifelong fans to curious newcomers. But in 2016, when Disney set out to introduce the Marvel brand to Shanghai, they faced a unique challenge: Marvel was still relatively unfamiliar to Chinese audiences.

To bridge that cultural gap, Disney envisioned a “primer experience”—an immersive introduction that would excite, educate, and captivate.

Nvision was honored to collaborate with the brilliant team at Kreate on this groundbreaking project. Together, we designed and delivered an interactive experience that not only captured the epic spirit of the Marvel Universe but also made it accessible and thrilling for a new generation of fans in China.

The resulting attraction—the Marvel Experience Pavilion—opened in 2016 to wide acclaim. Blending dynamic storytelling, interactive technology, and cinematic spectacle, the experience welcomed guests into the heart of the Marvel Universe, introducing them to iconic heroes, stories, and the core values that define them.

From its launch, the pavilion became a daily touchpoint for Marvel’s expanding global reach—laying the foundation for an enduring cultural connection between Marvel and its growing fanbase in China.