Avantgarde Visits EXPO 2015

Over the past few months, our architectural Brand Image Design unit has grown to 15 people. A few weeks back, we interviewed its head, Marc Ottinger, on the importance of brand architecture and its role in the creative process. To get inspired and see some best (and worst) cases for brand architecture, the team headed to the EXPO 2015 in Milan and brought back some photos of their experiences.

The theme of the EXPO 2015 is “Feeding the Planet. Energy for Life”. Most countries chose a very close interpretation, showing ways to feed the planet, and to create renewable energies. In fact, a lot of content and information was interchangeable. Which still left a lot of room for individual creativity in the exhibition design, such as Germany’s “SeedBoard”, a cardboard square that served as each visitor’s interactive screen, or Japan’s smartphone app that offered visitors more ways to interact with the exhibition. Some countries, like South Korea, abandoned the educational approach and offered a refreshingly modern display of art instead. 

It wasn’t easy to tell the country pavilions from the plethora of corporate buildings like those of Etihad, Coca Cola or New Holland. Or to get edible food in somewhat sustainable packaging (we are talking about you, Morocco). And sometimes it felt like traveling back in time to, say, the early 1990s. Overall, though, the EXPO remains an excellent showcase for brand architecture, exhibition design, and visitor experiences.

Click yourself through the gallery and then go check it out yourself. The EXPO 2015 is open until 31 October 2015.

All photos: Avantgarde