In Conversation with James White: Why Expo 2027 Marks a New Chapter for Belgrade and Serbia
There’s a particular kind of clarity that comes from speaking with designers and arhictects who think beyond the object, beyond the building itself, and focus more on what remains once the spectacle has passed. That mindset sits at the heart of our recent conversation with James White, Co-Founder of March and White Design (MAWD), during his visit to Belgrade.
Living and working between the United Kingdom and the Middle East, White’s recent trip to Belgrade offered an opportunity to engage more closely with the vision behind Expo 2027 Belgrade, particularly its commitment to 100% legacy and the long-term impact, bearing in mind the modularity of its objects and pavillions.
The author of the master plan for Expo 2027, Danilo Dangubić, explained that many temporary facilities are designed to take on a permanent role after the exhibition concludes. As he noted, children’s playgrounds, sports fields and temporary stages will be repurposed as spectator stands for sports facilities, while greenery will play a key role in enhancing the space.
Building on these thoughts, White stressed that this approach is precisely what determines the long-term success. Asked how modular architecture at Expo 2027 Belgrade can move beyond temporality and become a lasting part of the city’s and country’s urban and social fabric, White noted that designing with legacy in mind from day one is the key to meaningful, lasting impact.
What stands out to him is the way modular construction has been considered from the very beginning - not as a temporary solution, but as a system designed for adaptive reuse. That early thinking, he notes, is what gives the project real potential for longevity.
„The fact you already thought that some sports elements can be taken and reused elsewhere in Serbia that really underpins the clever way of doing re-use“, White higlighted.
The conversation naturally extended to the broader theme of the Expo itself: Play for Humanity. From an architectural perspective, White sees the theme as an invitation.
For White, the power of the “Play for Humanity” concept lies in the scale of participation it enables. He highlights the level of technology being brought into the project and the way it invites everyone attending the Expo to actively engage and feel part of the experience. This openness to involvement, combined with a strong sense of playfulness that directly ties into the Expo’s theme, is what, in his view, truly sets Expo 2027 Belgrade apart.
Concluding the conversation, White reflected on the broader significance of the project, noting: “I think it surely represents a new chapter. I think the scale has been really impressive.”
As Belgrade prepares to host Expo 2027, conversations like this hint at something deeper than a three-month event. They point to thinking seriously about what is left behind, and to designers who understand that the most successful projects are those that continue to matter long after the lights are switched off.
White founded MAWD alongside Elliot March in 2010, and over the past decade and a half has worked with some of the world’s most celebrated brands and developers. His portfolio spans continents and typologies, from The Shard Residences in London and Mandarin Oriental Residences to the superyacht Al Lusail. Today, White leads MAWD’s growth in the Middle East while overseeing design and operations across the studio’s global offices in London, New York, Los Angeles and Dubai.
