MILAN EXPO
FIRST PERSON EXPERIENCE
Christian Lachel Vice president BRC Imagination Arts
I
love World Expos. I’ve had the opportunity to work on four BIE events: the Aichi Expo 2005, Shanghai
Expo 2010, Floriade 2012 and now
the Expo Milano 2015. World expos are magnifi cent parties designed to bring people together from around the world to produce new ideas, new thinking and new solutions. Food culture and tasting experiences create a joyous unifying thread for this expo. The pop-up stands, food trucks and restaurants are serving ever-longer lines, promoted by word of mouth. My early favourites include the Holland Pavilion, a food truck experience that gets it right. The Argentina Pavilion is another favourite, with the best empanadas I’ve ever tasted (great with a native wine!) Of course you’re here to do more than eat. Here’s my quick list of what to see and do at the Expo.
Architecture The pavilion architecture varies greatly. You’ll fi nd the good, the bad and the bizarre. Some of my favourites include:
■ The Italian National Pavilion with its gorgeous white façade. ■ The UAE Pavilion Norman Foster's pavilion is high on the list in terms of quality. ■ The UK Pavilion A simple, elegant statement, beautifully designed. I’d recommend visiting in the evening. ■ The Austria Pavilion All of the elements inside and out are simple, elegant and informed by the natural world. ■ The France Pavilion elegant in form and structure.
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CLADGLOBAL.COM
Foster + Partners’ UAE Pavilion: “High on the list in terms of quality”
■ The Tree of Life A wonderful sculpture that comes to life with music, water, colour and effects. It's a big hit with Expo visitors.
Experience (shows, exhibitions and events) Plenty to choose from here as well. Some experiences are artistic and simple. Others are full on immersive presentations. Still others are music fi lled celebrations. Some of my favourites include:
■ Pavilion Zero Epic in scale, story and presentation techniques. ■ German Pavilion A great experience from exterior through the fi nale show. It incorporates exciting new technology, and the end experience is full of energy and music. It’s wonderful! ■ Korea Pavilion Artistic installations, beautiful projection and choreographed robots. What else do you need? ■ Japan Pavilion Audacious bordering on bizarre, but artistic. Here you’ll fi nd immersive projection worlds you can explore. The fi nale show blends Iron Chef with virtual dining experience Tokyo style. ■ UAE Pavilion A touching story presented with a variety of media-based presentation techniques. Don’t miss the Expo 2020 Dubai preview centre. ■ Kazakhstan Pavilion A surprise. The fi rst artistic show experience is worth a visit. ■ Argentina Pavilion A wonderful projected world. Don't miss the amazing live performance stage. It will get your heart pumping and make you feel alive.
Expo Milano Legacy Plans
Organisers say that strategies are in place to prevent the site becoming derelict after its October fi nale. A statement from the Expo says that the site will be ready to ‘host a new city area of technology and innovation, with perfect infrastructure, green spaces, environmentally-friendly materials and renewable energy.’ All countries were asked to build their pavilions in a sustainable way, where they can be easily disassembled and recycled. 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.
So, is Expo Milano 2015 worth visiting? Yes, defi nitely. You’ll love exploring the rich, varied pavilion designs and experiences. For designers and architects, this is a clinic in breakthrough ideas (and a chance to learn from fascinating failures as well.) This is a global party where we come together from around the world to celebrate the great mission we share: the commitment to fi nd new and better ways to feed the world, eliminate waste and create a global food culture that is abundant and sustainable. ●
CLADmag 2015 ISSUE 2
ALL PHOTOS THIS SPREAD © CHRISTIAN LACHEL
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