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The British Government will showcase Britain’s distinctive qualities of creativity and enterprise to millions of international visitors through the UK Pavilion at Milan Expo 2015.
Competing 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 the Expo’s central theme is nutrition, explored in terms of food production and consumption, participating countries are also asked to examine how to nurture the environment and celebrate the life-enhancing and social aspects of food.
The new Pavilion should build on the perception of the UK established by its Pavilion at Shanghai Expo 2010 and the London 2012 Olympic Games.
As one of the most entrepreneurial countries in the world and currently benefiting from a strongly-growing economy, Britain’s unique global contribution flows from its values and attributes − as an open, innovative, collaborative and diverse nation.
The challenge is to invent a structure that represents a British take on the Expo theme. The Expo organisers have asked for pavilions which are designed in relation to their content and add to their significance. The overall concept needs to be original, visually compelling and memorable.
The project presents a fascinating opportunity for an exceptional team to come to world attention.