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Milan Expo 2015: Belgium

Patrick Genard & Asociados

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Sara Johnson, Hanley Wood Media

Project Name

Milan Expo 2015: Belgium



Year Completed





Milan Expo 2015

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Project Description


Theme "Belgium’s conviviality has a sustainable future"
The Concept
The Pavilion highlights Belgium’s environmental sustainability, technological innovation and national identity. The aim is to express the theme of Expo Milano 2015 at every level: from the architecture to the details of its scenography, and the range of food on offer, to give an integrated, coherent response to the vital issues under investigation. The structure of the Pavilion itself is eco-sustainable and represents an exemplary model of town planning, the “Lobe City”, a responsible, lively, interactive city. Inside, there are displays and experiments focusing on remarkable scientific and technical advances in the field of food technology, such as alternative food production methods, aquaponics, hydroponics, cultivation of insects and algae. The Pavilion is therefore a genuine laboratory of ideas and innovations on a large scale.
The culture of Belgium and its regions, plus its age-old culinary traditions, have not been forgotten. A diverse range of high-quality products such as Belgian chocolate and Belgian fries, as well as traditional Belgian beers will be proposed in a warm, friendly setting. The most innovative products from alternative technologies sit alongside these traditional products. Visitors will therefore learn about the key themes of the Expo, such as ecology and intensive urban development, but will also be attracted by Belgium’s welcoming culture and its innovative expertise in food production. Belgium’s conviviality has a sustainable future.
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