EXPO! The word epitomises the convergence of diverse countries; elaborate, intensive preparations, and a trade fair lasting up to 6 months in the world’s major and mega cities. Every country exhibits something which represents its national innovations and goals in a pavilion at the fair – and they are all orientated towards the exhibition’s particular topic. The next Expo will be held in Milan in 2015 and sets out to draw attention to food and sustainability under the headline “Feeding the planet, energy for life”. The Expo theme shows that the trend towards sustainability and the desire for a healthy and environmentally-friendly lifestyle is still highly relevant. A trend which has become an international issue; the antithesis and counter-balance to our increasingly fast paced throwaway society in the age of progressive digitisation.
One of the main attractions at the last Expo in Shanghai was the German pavilion. And the model for the forthcoming exhibition is already attracting a high level of interest. The title “Fields of Ideas” paves the way for presenting a surprising new picture of Germany which draws attention in an open-hearted and humorous way to its culinary specialities. “As a pioneer in the areas of environmental protection and energy policy, Germany promotes progressive thinking […] “, says Dietmar Schmitz, General Commissioner of the German pavilion and Head of the Trade Fair Policy and EXPO Participation department at the German Ministry for Economic Affairs. The design is contemporary and architecturally sophisticated, and the way in which the space is organised with its airy presentation, large picnic area and ample space to think and daydream, invite visitors to linger. This model means that Germany is providing one of the largest pavilions in the whole fair, investing a total of around 48 million Euros in its Milan exhibition.
Modern design meets traditional materials – in keeping with the slogan “Feeding the planet, energy for life” the German concept is orientated towards nature and agriculture. The building’s façade has been designed to guarantee natural air circulation, which also makes it particularly energy-efficient. Stylised plants grow from the locally sourced wooden floor and offer leafy shade from the sun. Ultra-modern material quality and new technologies come together in this design. Even the staff uniforms were designed in harmony with the overall concept: they are the result of a design competition specifying the aspect of sustainability. The winners of the Berlin ESMOD will present their collection during the forthcoming Fashion Week in the capital.
If you want to witness this live, High-Tech Pavillon concept for yourself, plan a trip to Milan between May and October 2015!
(Principle: Federal Ministry for Economic Affairs and Energy; Implementation company: Messe Frankfurt GmbH; Draft, design and realisation: Comittee German Pavillon GbR (ARGE) – SCHMIDHUBER, Milla & Partner and NÜSSLI)