EXPOS
The Supermarket of the Future is central to the Expo, featuring data analytics, robots and interactive technologies (left). ABB’s robots (top) will interact with guests to select products based on data about characteristics, origin and history
THE EXPO TELLS THE STORY OF MAN AND FOOD, SHOWING THE PARADOX OF ABUNDANCE AND SHORTAGE, EXPLAINING WHAT THE FUTURE OF FOOD WILL BE
FROM NEAR AND FAR As Italy is the fi fth-most popular tourist destination in the world, attracting 49 million visitors per year, Expo Milano has made a particular effort to appeal to visitors from abroad. “We expect 40 per cent of the tickets, 8 million out of 20 million, to be sold abroad,” Galli says. “We estimate one in fi ve Italian citizens on average will visit the Expo, while in the Lombardy region the estimated rate is that at least every second person will visit.” During the Expo, which runs until 31
October, Galli says up to 250,000 people could visit on the busiest days. “Including the national and corporate pavilions, fi ve thematic areas and nine ‘clusters’ – shared exhibition areas for countries that don’t have their own pavilion – there are 90 buildings to see. To see the whole Expo, a visitor would need a week,” he says.
VISITOR EXPERIENCE For visitors, Galli says the content has been divided into two formats that will appeal to different levels and styles of engagement: experiences and focuses. ‘Experiences’ are aimed at people searching leisure, fun and entertainment. ‘Focuses’ are in-depth analyses of the challenges of feeding the planet. The ‘experiences’ are organised by
theme, and include topics such as food, family and lifestyle. The food theme, for example, involves 26 million meals being distributed over the course of the Expo, with cuisines from around the world on offer.
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attractionsmanagement.com Expo Milano Legacy Plans
Expo organisers say that procedures and strategies are in place to prevent the site becoming derelict or abandoned after its October fi nale. The site itself, a statement from the Expo says, “will be ready to host a new city area of technology and innovation,
with perfect infrastructure, green spaces, environmen- tally friendly materials and renewable energy.” All countries were
asked to build their pavil- ions in a sustainable way, where they can be disas- sembled and recycled. Countries like the UAE and
The Supermarket of the Future is also part of the food experience, showing how food might one day be produced and consumed. Visitors can also learn about the Slow Food movement and food biodiversity. The lifestyle theme promotes campaigns around the message of the Expo, such as the legacy of the Expo and the art and photography exhibits taking place. There’ll also be live entertainment, such as the Cirque du Soleil and music concerts. For deeper insights, three ‘focuses’ include debates, talks and conferences. “The fi rst focus tells the story of man and food. It shows the contemporary paradox of abundance and shortage, explains what the future of food will be, analyses why a fair world originates from the production of sustainable food, highlights the relationship between taste and knowledge,” says Galli. The second focus looks at food groups and agricultural zones, while the third focus
Azerbaijan have planned to return their pavilions home as landmarks. In Milan, certain Italian
pavilions will remain on the exhibition site after the Expo is over, such as Palazzo Italia, which will become Milan’s centre of technological innovation.
is on special projects such as the UN’s Blue Spoon Against Hunger installation.
WIDER EFFECTS Of course, it’s good news for Italy and tour- ism. There should be an infl ux of visitors for years to come. However, beyond the expo- sition itself and the signing of the Charter of Milan (which Italy will propose to the world on the big global questions relating to food), Expo Milano also hopes to promote collaboration between people and nations. “For the fi rst time in its history, the Expo
won’t simply be an exhibition of human progress, but a chance for discussion and cooperation between nations, organisations and businesses to develop joint strategies to improve quality of life and support the environment,” Galli says. “It’s a platform to share ideas and solutions on the topic of nutrition; it’s a way to stimulate creativity and innovation in companies.” ●
AM 2 2015 ©CYBERTREK 2015
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