Today marks the opening of the UK Pavilion at the Milan Expo 2015. The pavilion will be open until October 31, participating alongside 144 other nations and contributing to the core theme of the expo: ‘Feeding the Planet, Energy for Life”.
UK’s participation theme is “Grown in Britain & Northern Ireland”, led by UK Trade & Investment (UKTI), and designed by Nottingham-based artist Wolfgang Buttress in collaboration with engineer Tristan Simmonds and Manchester-based architectural practice BDP.
The Pavilion presents itself as a giant beehive, inspired by the crucial role played by pollination in providing the food that we eat. Visitors are offered a unique experiential journey taken from the perspective of a honeybee.
BDP has created a short film which documents the design process and the ideas behind the scheme.
The impressive structure was constructed and manufactured by York-based company Stage One, while creative agency Squint Opera has developed the immersive visitor journey with innovative concepts in graphic design and animation.
“The visitor follows the dance of a bee, travelling through a series of landscapes. The experience starts with a journey through an orchard, followed by a wildflower meadow and on to a giant aluminium beehive. Within the hive the visitor experience is further compounded by audio and visual effects, responding to movements within a real UK beehive.”
During Milan Expo 2015 there will be a series of curated event held at the UK Pavilion and other locations in Milan, as well as over 200 events targeted at global opinion formers and networks to showcase the UK’s leadership position surrounding the following themes – science policy and research; culture and creativity; international development and business.
Events include the Natural History Museum staging its renowned wildlife photography exhibition, the British Council will be developing its science talent pipeline through its hugely popular FameLab competition, renowned chefs will be showcasing the best of British creativity, while fashion designers will be promoting the UK as a global leader in sustainable fashion.
*All images and information courtesy of UK Pavilion.