UK launches competition for Expo 2015 pavilion

Companies are invited to submit proposals for an innovative design for the UK pavilion at Milan Expo, according to the website of the British embassy in Rome.
The successful party will represent the Expo theme in a way which creates the most original, inspiring and memorable visitor experience possible. The Expo will demonstrate the theme “Feeding the Planet, Energy for Life”, and also address one of the key questions of our age, how do we ensure sufficient, good, healthy and sustainable food for all?
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 of 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,” she continued. “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.”
According to the embassy website the UK pavilion at Milan Expo 2015 aims to build on the huge success of the UK Pavilion at Shanghai Expo 2010 and the positive perceptions created by the London 2012 Olympic Games. It should also reinforce the UK as an open and innovative country, engaging the world, advance UK trade and investment objectives in key markets, and showcase the UK’s ground-breaking research and development on food security.  It is expected to showcase the leading role played by UK business in promoting sustainable sourcing, as well as showcase world-class British solutions to the challenges of a rapidly-changing world.
The Expo will contribute to the international exchange of ideas that World Expos promote, and send a powerful message of the UK as an excellent place to visit and do business.
The competition is being managed by Malcolm Reading Consultants. Full details are available on the competition website.  The closing date for Expressions of Interest is 14.00 on 19 February 2014.

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