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The Italian Pavilion at The Italian Pavilion at Shanghai World Expo 2010
Ernesto Miraglia, Pavilion Director
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With 11,200 sq mt, the Italian Pavilion was theWith 11,200 sq mt, the Italian Pavilion was the second largest national pavilion after China
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Its innovative structure was awarded best steelIts innovative structure was awarded best steel structure in the whole of Shanghai in 2009
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Built mainly with imported materials supplied by over 50 Italian companies, it is the very firstby over 50 Italian companies, it is the very first Italian building in China
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The permanent exhibition developed the theme “City of man, living the Italian way” by puttingCity of man, living the Italian way by putting Italy’s excellent lifestyle on show
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The national Pavilion with the highest numberThe national Pavilion with the highest number of temporary exhibitions: 35 in six months
h b d d d l ( ) do 13 exhibitions dedicated to Italian Regions (11) and cities (2)“Italy of the cities” featuring monthly industrial theme o Italy of the cities , featuring monthly industrial theme
o “The making of” – glass room dedicated to Italian craftsmanship: 11 brands and consortiumsp
o 10 art and cultural exhibitions
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A platform for over 1,500 Italian companies,A platform for over 1,500 Italian companies, associations, academies and universities
b d h lo 150 business events organized at the Pavilion,o Over 600 speakers and 25.000 attendantsKe ind st ies a hite t e and ban de elopmento Key industries: architecture and urban development,cultural heritage technologies, environment, lifescience, welfare, R&D, tourism, design and lifestyle, , , , g y
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The Italian participation to the Expo broughtThe Italian participation to the Expo brought over 70 cultural events in Shanghai
( ho Concerts (Uto Ughi, Ennio Morricone, GiovanniAllevi, Teatro Regio, La Scala, Jazz Festival, ...)Theatre and folk performanceso Theatre and folk performances
o Cinema
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A total of 7.3 million visitors, approx. 40,000A total of 7.3 million visitors, approx. 40,000 daily, for a queuing time averaging 3 hours
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The Italian pavilion enjoyed large visibility onThe Italian pavilion enjoyed large visibility on Chinese traditional and online media
o 31 million contacts through QQ, the main socialnetwork in China3 5 illi i it E li l tfo 3,5 million visitors on Expo online platform
o 4.800 clipping on Chinese and international media,250 TV clipping250 TV clipping
o Winner of the “Expo Cup”, online contest launched byQQ to select the most popular Pavilion
o Awarded “Model Pavilion” by Expo Bureau
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The Italian Pavilion has been selected to become a permanent venue, and will retain itsbecome a permanent venue, and will retain its national identity
o Following the signature of a donation agreement,the Italian Government has transferred propertyand management rights/responsibilities to theChinese government
o “Italian lifestyle and exhibition centre”: theItalian Pavilion will continue serving as a platformfor Sino-Italian commercial and cultural exchangefor Sino Italian commercial and cultural exchange
o Expo Bureau to visit Italy in March to present theproject to Italian institutions and discussproject to Italian institutions, and discussmanagement agreements
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