The Italian Trade Commission – ITC will undertake important initiatives to promote Made in Italy to the world. A technologically advanced Pavilion will be one of the biggest national pavilions, along with 11 other countries.
The Italian Trade Commission will ensure an important contribution to the Pavilion, through a promotional project, which includes a permanent exhibition and a series of events taking place during the six Expo months. The Italian Trade Commission will set up its own exhibition space inside the Italian Pavilion to promote Made in Italy.
The key concept of this permanent exhibition is “The Italian city as a collective artwork.” In the art of building cities, Italy has a record of excellence. The cities express their culture from a long history as living symbols of Italian style and elegance. This tradition is the core of Made in Italy.
Visitors will be literally wrapped into a multiplicity of screens and projections, with full immersion in a music-and-sound experience, playing famous compositions of Italian classical musicians.
This area will be organized around six themes, one a month, displaying innovative Italian solutions for a better quality of life in contemporary urban environments. In May, the theme is City and Services; in June, City and Design; in July, City and Cultural Heritage; in August, City, Sport and Leisure; in September, City, Logistics and Sustainable Mobility; and in October, City and Architecture.
The cities of Rome, Milan, Venice and Bologna will stage their presence. Rome will organize an exhibition, “Italian Squares,” from April to June at MoCA, Museum of Contemporary Art, in Shanghai. Milan, host city of World Expo 2015, will organize events, particularly in June and October. Venice and Bologna plan permanent exhibitions in the Urban Best Practices Area.
The Italian Trade Commission has agreed with Tongji University of Shanghai to construct an Italian Design City in the Design and Innovation Center inside the campus for a permanent space, dedicated to Italian design and creative industries.
Shanghai World Expo 2010
www.expo2010.cn
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