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Expo 2015: the US pavilion

Design and Trends, Architecture
  • 5 March 2015

The United States Pavilion at Expo 2015, follows an innovative concept to discover through a funny and educational 2.0 experience.

1) Presentation of the US pavilion

Presentation

American agriculture produces one quarter of global food. To meet the growing global demand for food, it will be necessary to increase production in the United States by 70% by 2050. This is an achievable goal, according to the organizers, thanks to costantly evolving  entrepreneurial spirit, innovation and technology of the United States.
expo2015
©Biber Architects 2014

The theme of American participation in Expo 2015 is “American Food 2.0”.
The US pavilion is built on two floors with a rooftop terrace, an auditorium, a cafe and a courtyard. The walls are covered with video screens and vertical gardens that climb up to the roof and are made up of plant species from all the 50 states of the country.
With the “Manifesto Project”, a program of events dedicated to corporate social responsibility, the pavilion will host American students. Their role? To taste and analyze the products of Italian gastronomy. American students will also have to accommodate and educate visitors, giving a human dimension to the project. This interactive experience will integrate social media as well, through which even a billion of virtual students will be able to visit the pavilion, according to estimates of the organizers.
A series of events (interactive displays, tastings, workshops, ….) and activities on the theme of environmental sustainability supply will be held in the pavilion. An exhibition called “From farm to fork” presents various products of American gastronomy.
pavillon des etats-unis usa©Biber Architects 2014

The United States are a leader in several areas, and this pavilion is an opportunity to enhance them: power, culture, science, business. It will also feature American industry and the participation in Expo wants to be an encouragement to approach the American culture, for example through the creation of partnerships.
The cultural program too will be rich in events, with shows both on days and nights and the “Food Forum” with meetings between consumers, producers and influencers about food, public health etc.
Italy AmCham (American Chamber of Commerce in Italy) and private partners of the pavilion of the United States have contributed to the creation of this American exhibition site. Its architecture has been designed by James Biber of Biber Architects study and it measures approximately 3000 square meters.

Goals

Its goals are the following:
Use digital media to highlight the country’s leadership and its innovations in the field of food safety
Promote its agriculture and its gastronomy
Strengthen trade and international exchange
The pavilion also aims at promoting dialogue between the US, Europe and the rest of the world on issues related to food challenges for the future.

The different spaces

The American presence at Expo 2015 will take place in several areas:
The main pavilion where there will be a presentation on food sustainability concernig the question of access to the food supply of the future. It will have a major video installation, a shop and a conference VIP area.
The food truck (truck for catering): representing the America of diversity and innovation in the field of power, that will be present in the hall and in the streets of Milan.
A restaurant with 100 seats: separated from the pavilion, but always within Expo, it will enhance the ingredients, drinks and culinary talents of the country.
The pavilion has a vertical farm that will be active during the exhibition.
expo2015 pavillon des états-unis
©Biber Architects 2014

2) Inspiration

The pavilion is inspired by a barn with a cozy and lightweight structure.
pavillon des états-unis
©Biber Architects 2014

3) US and food in numbers

The inhabitants of the United States consumes annually 17kg of frozen vegetables and 12,5kg of ready meals.
Every year in the United States 40% of food is thrown away (PLOS One, November 2009), amounting to 48.3 billion dollars, or 32.5 billion euro.
The organic market in the United States was $ 24.6 billion in 2008.

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