Artist Wolfgang Buttress and his team as well as fashion designer Paul Smith have won the competition, beating prominent architects, to design the UK pavilion for World Expo 2015 in Milan.
The team, including architecture firms BDP and Simmonds Studio, has been chosen ahead of designers Barber & Osgerby and Paul Cocksedge as well as architects Amanda Levete and Allford Hall Monaghan Morris.
Other finalists include the architect Asif Khan, 2013 World Interior of the Year winner David Kohn and architect Grant Associates.
The concept of the winning design is called BE, featuring a “pulsating virtual bee hive that will highlight the plight of the honeybee”. It will offer visitors an “impressive sensory experience” by creating a “lasting flavour of the British landscape.”
Visitors can enter the hive-like structure, which will “pulsate, buzz and glow according to signals from a real hive,” through an orchard and wildflower meadow.