21/01/2014 - UKTI (United Kingdom Trade & Investment) today Monday 20th January 2014 launched the two-stage design competition for the UK Pavilion at Milan Expo 2015.
The £6 million Pavilion will showcase Britain’s distinctive qualities of enterprise and creativity to a potential audience of 20 million international visitors. The competition presents a fascinating opportunity for an exceptional team to come to world attention.
A dedicated microsite which gives further details of the competition can be accessed at: http://competitions.malcolmreading.co.uk/milan2015
Along with pavilions from 140+ countries, the UK Pavilion will address the overall Expo theme: Feeding the Planet, Energy for Life, which asks the question, is it possible to ensure sufficient, good, healthy and sustainable food for everyone on the planet? While food production and consumption will be explored in terms of new science and technologies, the project will also celebrate the life-enhancing and cultural aspects of food and drink.
The visitor experience will build on the perception of the UK established by the UK Pavilion at Shanghai Expo 2010 and the London 2012 Olympic Games.
Christine Losecaat, Creative Director for the UK Pavilion Milan 2015, said:
‘We are seeking a team who can come up with a great concept which sends a powerful message about modern Britain to an international audience.
‘There are some incredibly exciting developments taking place in Britain’s agri-tech, life sciences and food and drink sectors: this is a fantastic opportunity to show them off to the world. We also hope the winning design will include a legacy – whether physical, experiential or virtual – which we can use for future events around the globe.’
Malcolm Reading, Architect and competition organiser commented:
‘This Expo is decidedly focused on doing rather than seeing, on visitors participating in events and interacting with the Pavilion.’
‘So on this occasion it’s the exhibition content which should determine the design of the structure – the successful integration of the two elements is going to be the key to a compelling attraction.’
The competition is being run in accordance with European Union procurement guidelines under the Restricted Procedure. Multi-disciplinary teams with expertise in contemporary design, engineering, events and exhibitions management, sustainability, digital skills, interpretation and education are invited to enter providing they can satisfy the criteria in the Expression of Interest document available through the competition website.
The deadline for expressions of interest is 19th February 2014. The shortlist for the second stage will be announced in early March and, following a public exhibition of the shortlisted entries, the winning team is expected to be announced in May.
For further information on the project please contact Jayne Broomhall on 020 7831 2998 or via email at [email protected]