International Participants Guide

8/13/2019 International Participants Guide

1/94

INTERNATIONAL

PARTICIPANTS

GUIDE

2011


2/94

This Guide (the International Participants

version are protected by Copyright

The republication, reproduction or

commercial use of any substantial part

of the Guide in any manner whatsoever,

including electronically, without

the prior written permission of

This is a non-commercial document.

The images and the content are

Images are by YellowOffice

and Alberto Antoniazzi.

E S.p.A.


3/94

INDEX |

FOREWORD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

PART I - THE EXPO MILANO CONCEPT . . . . . . . . . . . . .

THE VISITOR EXPERIENCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

THE THEME OF EXPO MILANO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

APPLYING THE THEME OF EXPO MILANO . . . . . . . . . . . . . . . . . . . . . . .

INTRODUCING THE SITE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

SUSTAINABILITY AND TECHNOLOGICAL INNOVATION . . . . . . . . . . . . . . . .

PART II - THE PARTICIPATION MODEL . . . . . . . . . . . . . . . . . .

COLLABORATIVE APPROACH AND EARLY ENGAGEMENT . . . . . . . . . . . . . .

ORGANIZING THE PARTICIPATION TO EXPO MILANO . . . . . . . . . . . .

COMMITMENT TO THE THEME . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

PARTICIPATION PROCEDURES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

SUSTAINABILITY AND THE % RULE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

QUEUE MANAGEMENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

PARTICIPANTS ACCOMMODATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

OFFICIAL PARTICIPANTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

WORLD AVENUE AND PLACEMENT OF COUNTRIES . . . . . . . . . . . . . . . . . . .

EXHIBITION SPACES: TYPES AND ELEMENTS OF INNOVATION . . . . . . . . .

THE PARTICIPATION OF INTERNATIONAL ORGANIZATIONS . . . . . . . . . . . .

THE SUPPORT PROGRAM FOR THE PARTICIPATIONOF DEVELOPING COUNTRIES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

NONOFFICIAL PARTICIPANTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

SERVICES FOR PARTICIPANTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

PRELIMINARY ESTIMATED COSTS OF PARTICIPATION . . . . . . . . . . . . . . . . .

CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

INDEX


4/94


5/94

FOREWORD |

I am really pleased to present to you the first edition of the International

Participants Guide of Expo Milano .

Behind these pages lay the efforts and visions of all those people that several

years ago first conceived the idea of hosting the Universal Expo in Milan

and later contributed to give shape to the idea. In this Guide we illustrate

the concept of Expo Milano , which was developed on the basis of a

conceptual idea of a group of world-renowned architects and that has

been developed ever since by our Company in compliance with the BIE

Regulations and according to the plans presented in the Registration Dossier.

The theme of our Expo is Feeding the Planet, Energy for Lifeand our goal

is to demonstrate that today, in this world, it is possible to guarantee food

safety, security and quality and sustainable development for all.

This Guide is the result of two years of hard work of the Expo Company.

In these months, with the precious support and collaboration by Vicente

Loscertales, Secretary General of the Bureau International des Expositions

and by his collaborators, and with the backing of our shareholders - the

Government of Italy, the Lombardy Region, the Province and the town of

Milan and the Milan Chamber of Commerce - the management team of the

Expo Company has transformed the original ideas and visions of our

Expo into a solid and workable operational concept, containing the elements

of creativity and innovation that I am sure many Countries relied upon when

voting for Milans candidature in .

This Guide provides Participants of Expo Milano with clear and

comprehensive answers to some essential questions; it helps them identifying

interlocutors, and thoroughly illustrates all aspects of the Event. This first

edition of the International Participants Guide will be updated on a yearly

basis - and annexes will be posted online in between - in preparation of the

yearly International Participants Meeting. The Meeting will be the place where

the collaborative approach with Participants, one of the pillars of the Expo

Milano concept, will take shape.

But I dont want to anticipate the contents of this Guide, that I hope you willfind enjoyable, satisfactory and user-friendly. I will here limit myself to say

that I am looking forward to meeting all Expo Milano Participants at the

end of October on beautiful Lake Como to start together this fascinating and

challenging journey towards the Universal Exhibition of in Milan.

Giuseppe Sala, CEO, Expo Company

October

FOREWORD


6/94


7/94


8/94

6 | THE EXPO MILANO 2015 CONCEPT

Expo Milano aims at implementing a new vision of Universal Expos:

a vision that reflects the times without abandoning the traditions, a new

concept of the Event and of the legacy that Universal Expos leave behind.

In line with the vision of the BIE and its philosophy and as approved by its

General Assembly in , we believe that todays world Expos should not belimited to infrastructure and monumental architecture. Expos should above all

be events where all the stakeholders of the international community as well as

millions of citizens are confronted with and interact on the major challenges

faced by humanity. Therefore the theme Feeding the Planet, Energy for

Life is the essence of Expo Milano .A theme that will inspire unique

experiences and stimulate the senses during the Event, generating knowledge

and human capital for future generations by favouring the occasion for

experimenting, divulging and educating. As a further proof of its relevance,

it is worth noting that the theme of Expo Milano is clearly connected

to the majority of the United Nations Millennium Development Goals, whose

deadline is precisely .

We also believe that an innovative Expo of the XXI Century must put the visitor

at the centre.In order to attract, in todays Europe, tens of millions of visitors,

we must focus on building the visitor experience, a central element of the

Expo Milano concept.

The Organizer aims at making Expo Milano an extraordinary Event

where visitors will experience their own Expo by exploring, discovering andchoosing contents before their arrival and by enjoying a personalized and

unique experience once in the Exhibition Site.

Expo Milano will be truly universalonly if its visitors belong to all groups of

ages, origins, expectations and categories. They will all have the opportunity to

build their own visiting experience around their own preferences, by selecting

contents, itineraries and events based on the desire to learn, to discover, to

express themselves or just to have fun.

The Exhibition will be really extraordinary only if it is designed to educate

visitors in an entertaining way and if the Site proves to be a versatile platform,a framework that stimulates the visitor through events, debates, performances

and experiences.

THE EXPO MILANO 2015 CONCEPT

THE VISITOR EXPERIENCE

PART I


9/94

THE VISITOR EXPERIENCE |

ENTERTAINMENT

ARCHITECTURE

NATURE

SUSTAINABILITY

AGRICULTURE

HISTORY

TECHNOLOGY

COMPANIES

LANDSCAPE

INNOVATION

PAVILIONS

BIODIVERSITY

TRADITIONS

COOPERATION

CULTURE

PARTICIPANTS

VISITOR EXPERIENCE

Feeding the Planet, Energy for Life


10/94

8 | THE VISITOR EXPERIENCE

The Organizer believes that the concept of visitor experience can be

implemented only through a strong collaborative relationship between the

Organizer and all Participants.

We are seeking a strong collaboration primarily with the Countries and

International Organizations that make up the category of Official Participants

of Universal Expositions, but also with the various types of Non-Official

Participantsthat have played an increasingly important role in the success

of recent Expos. Only through a close collaboration with Participants will

the Organizer be in a position to present a new approach to its visitors and

provide them with a broad and coherent range of information, contents and,

ultimately, experiences.

Expo Milano asks Participants to share the goal of preparing and

implementing an Expo where there will not be a unique itinerary for all visitors,

but rather an itinerary for each visitor; not an Expo for all but many Expos

reflecting the different interests of visitors: from entertainment to education,

from social mobilization to scientific debate, from design to art, from theworlds food to popular shows, from sport to wellbeing.

Expo Milano requires that this focus on the visitor experience shape

the way in which all Participants select, present and display contents.

Participants will therefore be asked to select contents based on the

consistency with the theme, attractiveness for visitors, innovation, impact on

communication and feasibility/easiness of implementation.

This focus on the visitor experience will require Participants to elaborate

contents that can target various segments of visitors and that can be utilized

or accessed in new and innovative ways. Visitors need to be attracted bycustomized contents and by an extraordinary experience matching and

exceeding their expectations, while educating them.

The strict collaboration between the Organizer and the Participants will also

have to apply to the development of the Site.The Exhibition area as a whole

will have to be developed based on the theme of Expo Milano : Feeding

the Planet, Energy for Life.Public spaces, structural elements and relaxation

areas created within the Exhibition Site, as well as the Exhibition Spaces of

Participating Countries, have to become expressions of the theme in order

to create a pervasive perception and a solid visiting experience coherent with

the setting created. The theme should permeate the Site well beyond theindividual Exhibition Space. We will explain in depth in this Guide, both in

the section dedicated to the Masterplan and in the one on the Participation

Model, how the Organizer intends to reach this goal and how it foresees the

collaboration with Participants.

Another element that will require a close collaboration between the Organizer

and the Participants is the need to ensure that visitors utilize and interact with

contents in different and innovative ways. Visitors should be able to become


11/94

THE VISITOR EXPERIENCE |

users and even authors and protagonists of an extraordinary experience.

Virtual pavilions as well as downloadable contents, augmented reality and

all the cutting-edge technology available in need to be applied in the

Expo. The key role of technological innovationin Expo Milano will be

illustrated in a dedicated chapter of this Guide.

But lets now consider the essence of Expo Milano , its theme, asindicated in the Registration Dossier.

With the theme Feeding the Planet, Energy for LifeExpo Milano seeks

to provide answers to a fundamental question:

Is it possible to ensure sufficient, good, healthy and sustainable food for all

humankind?

The theme of Expo Milano is closely connected with the United Nations

Millennium Development Goals, in particular with MDG number (halve

the proportion of people suffering from hunger), number (reduce by twothirds the under-five mortality rate), number (reduce by three-quarters the

maternal mortality ratio), number (integrate the principles of sustainable

development into country policies and programs) and number (develop a

global partnership for development).

In order to facilitate the Participants engagement with the theme of the

Expo in a way that offers maximum freedom of interpretation, Expo Milano

has subdivided the theme into seven sub-themes with a focus on issues

of a scientific nature as well as issues concerning the social and cultural

relationships between humankind and food, in particular as related to

cooperation and development.

The way in which Participants reflect their cultural, historical and social

identity into the theme will be the key to creating a truly unique and multi-

faceted experience. It will represent the communicative strength of Expo

Milano and will be crucial to ensure its success.


12/94

10 | THE THEME OF EXPO MILANO 2015

Theme and Sub-themes

In order to emphasize it from wide-ranging perspectives, seven sub-themesof the main theme of Expo Milano have been identified as follows:

.Science and technology for food safety, security and quality

New production and trade measures to ensure food security (quantity and

quality) for all, and sustainable development

.Science and technology for agriculture and biodiversity

Finding a balance between agro-forestry, livestock farming, fishing, fish

farming and natural resources, investigating the scientific, technological

and ethical issues of sustainable development

. Innovation in the agro-food supply chain

Science, technology, traditional knowledge and new consumer needs for

production processes and food products of the future

.Dietary education

Families, schools, companies, associations and the scientific community

working together to make informed choices and improve communication

on proper nutrition

Science and technology

for food safety, security and quality

Science and technology

for agriculture and biodiversity

Innovation in the

agro-food supply chain

Dietary education

Food for better lifestyles

Food and culture

Cooperation and

development on food

FEEDING THE PLANET,

ENERGY FOR LIFE

THE THEME OF EXPO MILANO


13/94

THE THEME OF EXPO MILANO 2015 | 1

.Food for better lifestyles

Relationship between food and health, both in terms of social systems and

personal needs, towards complete wellness

. Food and culture

Dialogue and exchange among the different social identities of the world

on food, as well as related artistic and cultural traditions

. Cooperation and development on food

Development of tools and techniques for cooperation, advancement

of partnership practices respectful of the characteristics of the different

players and attentive to innovation

Sustainability and innovationpermeate all the sub-themes. Sustainability is

the rule of thumb that pervades all processes related to food and other areas

of human development. Innovation is key to achieve lasting solutions to the

issues related to each of the sub-themes. As sustainability and innovation

represent two essential elements of how the theme will be deployedthroughout Expo Milano , a specific chapter of this first section of the

Guide will be dedicated to illustrating the Organizer approach to these

elements and how we require Participants to share such approach.

As Expo Milano is the first Registered Universal Exposition dedicated

to food security and food diversity, we are confident that the theme and its

illustrations will, inter alia:

a. Encourage sustainable development and the protection of the

environment;

b. Place science and technology at the service of society;c. Examine the links between food and health;

d. Promote informed choices for producers and consumers;

e. Focus on cooperation for development;

f. Offer a pleasant and unique experience of food and culture diversity.

Offer a pleasant and unique experien

of food and culture diversity

Focus on cooperation for developm

Promote informed choices for

producers and consumers

Examine the links between

food and health

Encourage sustainable developme

and the protection of the environme

Place science and technology at

the service of Civil Society


14/94

12 | APPLYING THE THEME OF EXPO MILANO 2015

We have explained how a successful visitor experience is connected with

the theme of Expo Milano . It is important that the theme be visible,

communicated and experienced by the visitor from the entrance into the

Exhibition Site and throughout the entire visit. The theme will have to be

everywhere.

The theme of Expo Milano will be developed in several modalities

throughout the Site, some of them traditional in Universal Expos, some of

them applied for the first time. Almost all of them, though, will be successfully

implemented only through a close collaboration between the Organizer and

all the Participants.

The theme will be developed on the Site first of all through a highly thematic

approach to the Masterplan itself, through the Thematic Areas under the

responsibility of the Organizer and through the Participants Exhibition Spaces.

Important thematic features will also be the Best Practicescompetition andthe Thematic Forums. But also in implementing these traditional features of

Expos, the Organizer intends to present elements of innovation appropriate to

a Universal Exposition of the XXI Century.

We will illustrate in this first section of the Guide the Organizers approach to

the Masterplan, to the Thematic Areas, to the Best Practices and the Thematic

Forums. The implementation of the theme in the Participants Exhibition

Spaces will be discussed in the second section of the Guide, dedicated to the

Participation Model.

Innovative thematic features of Expo Milano and key elements for asuccessful visitor experience will be the Itineraries, the Expo by Night, the

highly thematic approach to the Eventsschedule and the Clusters, one of the

key innovations present in the Expo Milano concept.

While Clusters will be illustrated in the second section of the Guide, the other

features will be presented in the following parts of this section. Lets start with

the Thematic Areas.

APPLYING THE THEME OF EXPO MILANO


15/94


16/94


EXPO

2

015

EXPO

2015THEMATIC AREAS - Health

THEMATIC AREAS - Nutrition


17/94

APPLYING THE THEME OF EXPO MILANO 2015 | 1

functions of the human body, and of all the other living beings forming the

astonishing world of organic nature.

Wellbeingis intended as a physical condition of natural balance but also asthe capability of setting up a sustainable and positive relation with the world;

an experience where sustainability refers to dignity, social justice and a wise

use of resources both in the present and for a better future. Wellbeing is

closely linked with a quality of life that reflects both the adoption of healthy

lifestyles and the ability of leveraging on traditions and cultures to provide a

good balance of social relations in our society.

Nutrition, health and wellbeing do not only represent key elements of the

Expo theme but they also represent the core of the Italian tradition, of the

Italian way of life. In this regard, Italy and its culture well match the theme of

Expo Milano and they position Milan as an extraordinary scenario whereto host this Event.

The Thematic Areas will be a showcase of technological innovations and

illustrate visions of the future of the planet. They will be developed like poles

of attraction for visitors dispersed throughout the Exhibition Site. Conceived

as hubs and cross-points along a multitude of thematic itineraries available

to visitors, these pavilions will offer real knowledge tours and provide

communicative power to the Expo theme.

EXPO

EXPO

THEMATIC AREAS - Wellbein


18/94


A new feature of Expo Milano is that Participating Countries will be

warmly encouraged to collaborate with the Organizer in developing the

contents of some of the Thematic Areas, with the view of enriching these

venues with unique features enshrined in the traditions and cultures of

the entire world. In addition to what presented in Special Regulation no.

concerning the definition of the theme of the Exhibition and the guidelines for

theme development by the Organizer and the Participants, the mechanismof the collaboration between the Organizer and the Participants is under

preparation and will be communicated at a later stage.

The corporate sector, that plays such a central role in providing answers to

the challenges posed by the Expo theme, will be called upon to provide a

substantial contribution to the development and implementation of Thematic

Areas. Expo Milano will also call on civil society organizationsand on

International Organizations, especially the relevant United Nations System

entities, to provide content support and validation to these Thematic Areas.

The Organizer is in the process of finalizing the decisions regarding the finalnumber and titles of the Thematic Areas. In addition to the Agro-Bioclimatic

Thematic Area and Greenhouses, one of the largest Thematic Areas ever

hosted in an Expo, the Organizer is currently considering developing Thematic

Areas on issues as, inter alia,the future of nutrition, sustainable foodand the

connections between food, art and culture. The concept of each Thematic Area

will be defined by the end of September and illustrated to the Participants

during the First International Participants Meeting in October .

Itineraries

One of the most important elements of the visitor experience on which the

Expo Milano concept is based is the creation of a wide array of ThematicItineraries.

Conceived as an innovative approach to visiting the Expo, the Thematic

Itineraries aim at capturing the interest of all types of visitors. Visitors will

have the opportunity to choose from several possible visiting routes, widely

publicized by the Organizer in the preparatory and initial phases of the visit,

and focus their attention on any specific articulation of the theme that

attracts them. Through the Itineraries, visitors will be able to perceive and

fully experience the thematic content of the Expo. They will experience and

cherish the originality of all cultures represented and - by travelling around

the world - will encounter flavors and stories that will combine together as asingle tale.

Participants will have the opportunity to organize their Exhibition Spaces and

Events as a part of these Itineraries, or to create new ones themselves.

A Participant may wish to be a starting point of one itinerary linking Thematic

Areas and events, or to be a hub interconnecting other existing Itineraries.

Itineraries could start from Thematic Areas that address a specific issue and

then connect all the Participants Exhibition Spaces that develop that same


19/94


topic. A central element of the Itineraries will be the Clusters, from which

several of the Itineraries will start, linking all the stand-alone Exhibition Spaces

that touch upon that same thematic issue.

Visitors, therefore, will be able to choose from several possible visiting routes,

to enjoy ever-changing scenery and to concentrate their interests on a

specific development of the theme.

The Organizer is currently considering several Itinerariesto be proposed to

Participants in October at the First International Participants Meeting and

further developed in the following months. Participating Countries are warmly

encouraged to come forward with their own proposals. All Participants will be

required, as part of the Theme Development of their Exhibition Space, to join

in on a certain number of Itineraries.

10

Conceptual Diagram o

proposed Itinearie


20/94


EVENTS

The cultural and entertainment program will represent a central pillar of the visitor experience.

Music Theatre

Circus

Arts

Publishing

Photography

Cinema

Design

Fashion

Architecture Science

Dance

Organized and coordinated

by Expo Milano 2015

Events of the

Participant Countries

Performing

Arts

Events

The cultural and entertainment program of Expo Milano will play a key

role in the success of the Event and represent a central pillar of the visitor

experience.

During the six months of the Universal Exposition, the Exhibition Site, but also

the city of Milan, the Lombardy Region and the whole of Italy, will become

the stagefor the kind of rich cultural experience that only the creativity and

artistic heritage of Italy can offer. On this stage Participating Countries and

all of the Participants will have the opportunity to present themselves, theiridentities, culture and traditions. The aim of Expo Milano , once again

in close collaboration with the Participants, is to offer visitors the privilege of

an unforgettable experience: of being part of an international Event that will

make Expo Milano the place to be in .

At the First International Participants Meeting the Organizer will provide

Participants with guidelines on the Events, including the relevant technical

information related to venues, facilities etc. Participants are welcome to begin


21/94


communicating to the Organizer their ideas and plans on the Events they

wish to organize. The topic will be discussed during the negotiation on the

participation.

Following the principle that the theme of Expo Milano will permeate

every aspect of the Event, the main source of inspiration for the entire Events

schedule will have to be the Expo theme. Events and works of art will needto draw from all artistic disciplines: music, theatre, dance, performing arts,

circus arts, figurative art, publishing, literature, photography, cinema, design,

fashion, architecture and science.

The artistic and cultural program for Expo Milano will enable the visitor

to become aware, investigate and reflect on the theme of the Exhibition. Food

and nutrition should be developed in the languages of the various art forms

and the Organizer will ask that great prominence be given to the key principles

of Universal Expositions, such as universality, dialogue between cultures and

the concept of providing knowledge and interacting with the visitors.

The Organizer will define the overall schedule of the Eventsand promoteand organize directly a certain number of special and recurring events. The

Organizer will also involve international artists to create new works of art and

unique cultural events, asking them to reflect, interpret and further the theme

of nutrition. Expo Milano encourages Participating Countries and other

Participants to do the same. A special prominence will be given in the Expo

event schedule to those works of art and events specifically conceived in

connection with the Expo theme.

Participants will have the opportunity to use events facilities both within

and outside the Exhibition Site. In the Registration Dossier Expo Milano

indicated that it will partner with the Lombardy Office for Culturaland Landscape Heritage and major art institutions in the City (the La Scala,

the Piccolo Teatro and the Franco Parenti theatres, the Milan Triennale, the

MITO September International Music Festival, the Museum of Science and

Technology, the Experimental Cinematography Centre) to establish a path for

sharing artistic programming lines for the six months of Expo Milano and

for the period preceding the Exhibition.

Therefore the overall Event program will include a wide array of initiatives

organized with the involvement of prestigious Italian public and private

cultural institutions, both in Milan and outside Milan (such as the Arena di

Verona, or the Scala Theatre, which will be exceptionally open in August

in order to run a full -month programme during Expo Milano ) whichwill make their venues outside the Exhibition Site available to stage Expo

events. A specific ticketing system will be developed to link the performances

to a visit to the Exhibition Site.


22/94


Participants will be invited to enrich and animate the cultural program of the

six-month period of Expo Milano ,helping - with their contribution -

building a program that is a kaleidoscope of cultures, diversity, creativity and

innovation. The Organizer is ready to support Participantsin the run-up to the

Event by facilitating connections with the relevant Italian cultural Institutions,

by promoting collaboration between Participants, and with any activity that

will help Participants in order to encourage their artistic creativity with relationto the theme. This collaboration will extend not only to the conceptual

moment and the creative drive but will also be logistical and technical.

The Exhibition Sites main cultural facilities will include:

The Expo Center(West Area) - a wide stage for live shows and performances

to be held during the day;

The Lake Arena(North Area) - a -meter wide water basin with bleacher

seating for , people and standing room for ,;

The Amphitheatre (South Area) - an outdoor gathering space which can

accommodate , people, suitable for concerts, shows, plays and official

ceremonies; The Mediterranean Hill(East Area): an iconic land art element showcasing

the richness of the Mediterranean landscape and culture that will be the

stage for events and live performances.

Expo Milano is also looking into ways to innovate the formula of the

National Daysto be celebrated during the Event. Specific proposals will be

prepared with the BIE that will be presented and discussed with Participants

during the first International Participants Meeting.

Events Areas


23/94


Expo by nightOne of the distinctive features of Expo Milano and of its visitor

experience, in line with the Italian and Mediterranean social and cultural

traditions, will be Expo by Night.

Expo by Night is another Expo, with a different rhythm, relaxed interactions

and deeper perception opportunities where various initiatives, events and

installations, will show another side of the Event. It will have a dedicatedprogram of events, especially conceived for the evening. Innovative initiatives,

installations and shows will allow visitors to unearth unexplored aspects of

the theme as well as to marvel at the spectacular lights of the Exhibition Site.

During night hours only dedicated parts of the Site will remain open, including

the food outlets and the events facilities. Participants managing Stand Alone

Exhibition Space will be required to have their food outlets and restaurants

open, as well as selected parts of their Exhibition Space. A special night

ticket will be issued, particularly encouraging repeated night visits.

Leveraging on the most advanced lighting solutions, on the expertise of two-

time Oscar Prize Winner scenographer Dante Ferrettiwho will conceive andsupervise the overall setting, on the Italian summerclimate and on a close

collaboration between Organizer and Participants, Expo by Night is intended

to become the place to be in the summer of for people seeking relaxed

social interaction, a direct knowledge of the food culture of the world, a

deeper understanding of scientific issues, or simply entertainment and fun.

Expo by nigh


24/94


Best Practices and Theme Forums

As indicated, Best Practices and Theme Forums will be another relevant

tool through which Expo Milano intends to tackle the development,

knowledge and discussion of its theme.

Forumswill be the most immediate way to explore the theme and build the

immaterial legacy of the Expo. Thematic forums will examine efforts, practicesand innovations in the fields of food safety, security and sustainability,

and compare experiences of different countries in the areas of education,

innovation and cooperation. Expo Milano forums will fall into three

categories: scientific, thematic and public forums.

Together with the BIE, the Center for Sustainable Development - which will

become one of the legacies of Expo Milano - Governmental Agencies

and International Institutions, the Organizer will launch an international

competition to select the Best Practicesrelated to the main theme of Expo

Milano .

The Best Practices will illustrate:

Successful strategies and techniques that can be adopted and furthered;

Projects and initiatives generating lasting solutions to complex issues

related to nutrition and sustainability;

Scientific and technological knowledge that can captivate and stimulate

the interest of all visitors.

Official Participants are invited to encourage national entities such as

corporations, academic institutions and research centers to participate in

the competition. Winning projects will be displayed within the Site inside

the area of the Cascina Triulza, a typical Milanese farmstead - and will beintegrated in the different Itineraries. A presentation of the Best Practices

competition will be made during the first International Participants Meeting.

Theme Forums

Best Practices


25/94

INTRODUCING THE SITE | 2

Expo Milano Masterplan - Conceiving the Exhibition SiteMany of the most fascinating examples of contemporary architecture,

conceived by great architects and engineers in steel and glass, owe their

aesthetics and expressive language to distant ancestors created specifically

for the great Universal Expositions. The Crystal Palace for the Expo of in

London, the Eiffel Tower for the Expo of in Paris and the German Pavilion

by Mies Van Der Rohe in Barcelona in all demonstrate the fundamental

role of the Universal Expositions in the progress of architecture and art.

In the current worldwide economic crisis and its negative impact on the

concept of bigness and on mega projects as well as on the real estate sector

and international fair system - Expo Milano is at the starting blockswith a challenge worthy of the XXI century: that of defining a new thematic

architectural schemethat is up-to-date, restrained, environmentally friendly

and focused on the human factor, that is, the theme of the Expo Feeding the

Planet, Energy for Life.

The first step of the project for an innovative Expo in step with the XXI

century was to ask the question: what is the real significance of a Universal

Exposition today? In recent decades, marked by affirmation of the global

INTRODUCING THE SITE


26/94

24 | INTRODUCING THE SITE


27/94


28/94


information society, Expos have become an expression of social change, from

material to virtual, from important showcasing exhibitions where participants

present their most important national products and services to real arenas

of international debate and knowledge-sharing around leading social and

humanitarian themes.Planning an Expo today, rather than constructing an

Exhibition Space, for us has meant creating an extraordinary grand stage for

the Eventwhere all the true protagonists - exhibiting Participants and millionsof visitors - can make their voices heard.

So we began with a clear and radical concept: an Expo Site that will

constitute the physical representation of the Expo theme, in line with the

recommendations of the BIE General Assembly in its approved resolution of

.Expo Milano will be remembered for the hands-on experience it

will offer to visitors on the great theme of food. It will incarnate the exposition

theme, Feeding the Planet, Energy for Life, in its own spaces without having

to rely on simulation and documentation systems that today are accessible

from any personal computer.

Secondly, Expo will create a new landscape of monumental lightness

and natural beauty in Milan. It will evoke environmental sustainability,

technical precision and the awesome beauty of the Venetian alleyways and of

Leonardos Milanese navigable canals.

The Exhibition Site and MilanThe intrinsic characteristics of the Site that will host the Universal Exposition

will distinguish it as a place of great interest for the Event and for the future

development of the city of Milan. The Site is located in the northwest of the

Milan metropolitan area, along one of the citys historical axes: the road to

the Simplon Pass, the history of which has accompanied an important partof the history of Milan. Cities are gifted with their own intelligence, as Joan

Busquets, the great professor of urban planning, claims, which aside from

the possible choices of governmental policies, lead to an almost natural

distribution of things along certain natural axes. Thus it cannot be denied

that this axis leading to the Malpensa international airport is still attracting the

developments of the city of the future: from the new Milan fair grounds to the

Expo Exhibition Site, passing through numerous private initiatives for urban

redevelopment.

The Visitor Experience within the Site

The Site will offer a focused and concentrated experience, on a human scalefor the visit, in which the most innovative technology will accompany visitors

as they discover the content of the Exhibition. The underlying concept of the

structure of the whole design is that the Event and the visitors experience of

it begin immediately after stepping on to the Site, not just when inside specific

areas or pavilions, but as soon as the gates are left behind.

The landscape projectfor the Exhibition Site will take shape through close

collaboration between the Organizer and the Participants to createunity in a

harmonic landscape.

Crystal Palace

LONDON 1851

Eiffel Tower

PARIS 1889

Atomium

BRUXELLES 1958

The Crown of The East

SHANGHAI 2010

Landscape

MILANO 2015

Geodesic Dome

MONTREAL 1967


29/94


In keeping with the principles enshrined in the United Nations Convention

on the Rights of Persons with Disabilities and the Italian Law, the visitors

experience and the Exhibition Site will be designed to ensure full accessibility

for persons with disabilities. A corresponding concept is currently being

developed and will be presented at a later stage.

The Exhibition Site and the ParticipantsThe Organizer firmly believes that Expo Milano will be a success only if

the Organizer and the Participants succeed in collaborating in designing the

Exhibition Spaces with a strong thematic identity.

The individual elements of the Universal Exposition will come together to

create a single project on a global scale, with a special focus on open and

green spaces, transforming the theme into experience and immediately

establishing a positive relationship between humankind and nature.

For this reason sustainabilityis a central pillar in drafting the final Site plan. In

fact, the concept is founded on the idea of rational and intelligent use of the

raw materials of our planet and the theme itself: water, earth, sun, vegetation,climate etc.

All Participants will be challenged and ad hoc rules will be proposed to them to

help develop truly sustainable exhibition areas and Exhibition Spaces, capable

of contributing to the overall environmental balance of the Event: reduced

energy consumption during construction and facility management as well as

use of sustainable and recyclable materials will be key design factors for every

part of Expo Milano .

Masterpla


30/94


The Decumanus and the Cardo

Against this backdrop the Exhibition design and distribution of the Participants

will, by choice, be very simple and orderly, in contrast to the variety of

forms that will accompany the various modes of participation. Granting full

expressive liberty to the Participants, but maintaining an orderly grid plan, was

the most important axiom because expressive liberty is a founding value ofthe Universal Expositions.

This created the need to find a rule to organise the available space. A regular

grid plan was the natural solution and we took inspiration from Ancient Rome.

In Expo Milano s Masterplan homage is paid to the Roman castrum as

the archetype of the contemporary city. The two axes of the Masterplan grid

not only reflect the historical route to the Simplon Pass but also symbolise an

ideal itinerary. The Decumanus leads from the centre to the gates: symbolically

it is the axis uniting the place where food is consumed (the city) with the place

where it is produced (the countryside). In a city like Milan, the second-largest

city in Italy for agricultural production, surrounded by a vast agricultural park,this axis is particularly important in relation to its perpendicular, the Cardo,

a centripetal axis representing the union of this ring of parks and the green

areas, virtually guiding them into the Site.


31/94


Decumanus: the World Avenu

Cardo


32/94


33/94


The Canal

The Site has been conceived as an island, surrounded by a canal that introduces

another element of this singular landscape: water. This element is offered in

itself as a component of the theme, but also to recall Leonardos navigable

canals of Milan and without forgetting its role as a design component: a vital

element of nutrition and a component of the micro-climate of the Site. The

Canal will become a technical element not only to collect rainwater in a wetpark and return clean irrigation water to the surrounding countryside, but also

to create differentiated micro-climates to cater for visitors comfort.

The Canal will be directly linked with the larger Lombardy territory as the water

circulating within the Site will originate in the Villoresi canal, an important

agricultural infrastructure of the XIX century.

The Canal will be also connected to the service areason the Site providing

everything that is needed to make an enjoyable visit (snack bars, restaurants,

restrooms, etc.). These services will be located at regular intervals along the grid

plan and will be perfectly integrated into the overall scheme of the ExhibitionSite. In fact, in some cases the service areas will face directly on to the canal,

creating ideal spaces for a quick lunch or a pleasant evening. The restitution

of water to the agricultural system through the Via dAcqua park and directly

to the city at the docks, the ancient port of the city purposely restored for the

Expo, will constitute the connection with the city of Milan at the other end.

Can

An ideal spot for a quic

lunch or a pleasant evenin


34/94


Other elements of the SiteThe other cardinal elements that will mark this landscape together with the

Canal and will become symbols of the Site are the Mediterranean hill, the

Amphitheatre, the Lake and the Expo Centre. These elements will be the

places where the great Expo Events will be organised as well as the landmarksfor orienting the visitors within the Site.

This is a simple plan, building on natural symbols and themes for a well-

thought-out project, making only minimal adjustments to the landscape, with

attention to detail and sustainable technological solutions to cater for visitor

comfort and to enhance the pleasure of visiting the Expo.

Landmarks

Opposite page:

Mediterranean hill

Amphitheatre


35/94



36/94


37/94


38/94


The seamless flow between inside and outside will be especially evident

in the evening, when the Site will come alive with many events, making it

the place to be on the Milan and international scene, the Expo by Night

previously presented. The fascinating landscape of the spaces, together with

the delightful surroundings, will make the Expo a marvellous place to meet,

exchange ideas, get to know cultures and peoples, taste food from around the

world or just spend an evening with friends while enjoying a great variety of

simultaneous events, all on different scales. All these characteristics will make

the Site extremely attractive to anyone looking for something new and willing

to visit the Expo more than once, thanks to the variety of Thematic Itineraries.

YO

World Avenue by night

Agro-Bioclimatic Thematic

Area Greenhouses


39/94


Cascina TriulzThe pavilions will reach their apex in the great Agro-Bioclimatic ThematicArea the Greenhouses - clustered around the representation of interaction

between the human being and the natural environment in food production at

the various latitudes of the planet.

Another element of the Site that will be the restored is the Cascina Triulza,

a typical farmstead of the Po Valley, which will be refurbished in its original

conformation as a courtyard building.

A virtual connection with the world of agriculture will be maintained as these

spaces will house the Centre for Sustainable Development, a state-of-the-

art structure for technological research in the field of nutrition. The external

courtyard will host entertainment, performances and debates, transformingthe building into a multi-functional structure.

Finally, a small village the Expo Village- will be built along the Canal front

to house delegates of Participating Countries, an interpretation of life on the

waterfront inspired by the neighbourhood of the Navigli in Milan.

The whole north bank of the Canal, divided into a grid of regular lots, will

provide Commissioners and Directors with a convenient accommodation

overlooking the Exhibition Site.


40/94

38 | SUSTAINABILITY AND TECHNOLOGICAL INNOVATION

As previously indicated, sustainability and technological innovation are two

key elements of the Expo Milano concept, so much so that we believe

we need a dedicated chapter to illustrate to Participants their meaning and

implications for the Event, the Organizer and the Participants.

Sustainability as a core valueExpo Milano holds environmental sustainability as a core value of its

mission and operations.

Expo Milano has bestowed extraordinary importance upon the concept

of sustainability since Milanos first steps as a candidate to host the Expo.

The main theme of the Expo Feeding the Planet, Energy for Lifeembodies

such a commitment as it focuses on the relationship between nutrition and

economic development, availability of natural resources and social equity.

Expo Milano will strive to guarantee the highest environmental standards

for the Event. Such an ambitious commitment will require the utmost

involvement of all Participants, who will be called upon to ensure the highest

standards of environmental performance through all phases of the Expo

project cycle - planning, implementation, operations and final dismantling.

We would like to make this ambitious endeavour a shared objective between

the Organizer and the Participants, a best practice and a benchmark for future

Expos.

Sustainability goalsExpo Milano s main sustainability goals will include:

- Minimizing energy consumption and promoting the use of renewable

energy;

- Fostering the use of products and/or services with low environmental impact

and reducing the negative impact of the supply chain on the environment;

- Maximizing the separate collection and recycling of waste and promoting

the efficient use of drinking water;

- Disseminating and sharing the knowledge on sustainable solutions and best

practices.

Sustainability can only be achieved through comprehensive and coordinatedactions, such as the adoption of integrated and synergic tools that will allow

predicting, minimizing and balancing the environmental impact of the Expo.

The Organizer will periodically release a report as part of a broad policy of

transparency and accountability on sustainability.Disseminating and sharing the knowledgeon sustainable solutions and best practices

Minimizing energy consumption andpromoting the use of renewable energy

Fostering the use of products and/orservices with low environmental impact

Maximizing the separate collection andrecycling of waste

SUSTAINABILITYAND TECHNOLOGICAL INNOVATION


41/94


42/94


flexible systems and solutions) or recycling (great care with the materials and

construction techniques that will facilitate successive disassembly, separation

and recovery of materials).

This approach will also apply to energy use in the buildings, by setting high

standards for energy consumption, possibly achieving Exhibition Spaces that

are self-sufficient or even energy-generator.

Also the energy supply will be designed with maximum sustainability and

recovery in mind. For example, the Exhibition Site will be cooled mainly by a

power station running on energy recovered from non-recyclable and non-

recoverable waste from the city.

Power distribution at the Exhibition Site will manage and monitor loads and

consumption of all the buildings to ensure the greatest possible operational

efficiency, also introducing management of power production from

renewable sources of supply (from innovative demonstration prototypes at

the Exhibition Site and from external production sources), closely resembling

a real Smart Grid.

Sustainable logistics and mobilityTransportation within the Exhibition Site and along the Site perimeter road will

be carried out by electrical or zero-emission vehicles. A system of electrical

buses and a zero-emission car-sharing service will also be available on the

Site perimeter road. The goods transportation system will meet the same

standards of environmental efficiency as it will feature a large fleet of fully

electrical or zero-emission vehicles.

Eco-friendly food and beverage systems

Expo Milano will involve its suppliers in adopting environmentallyfriendly standards in food and beverages purchasing, preparation, packaging

and distribution. The Organizer will promote short supply chains at the local

level, the use of tap water, washable and biodegradable cutlery, as well as the

valorisation of traditional, geographically identifiable and seasonal products.

Sustainable waste managementWaste management will focus on concrete measures to minimize waste

production through the active collaboration of suppliers and Participants.

The Organizer will emphasize the need for a balanced use of materials and

packaging, urge the minimization of disposable products and promote the

use of organic packaging. It will also maximize actions and incentives toimplement separate and organic fraction collection and recycling of materials.

Green ProcurementIn order to be fully sustainable, Expo Milano will uphold eco-friendly

standards throughout the supply chain. The Organizer will define strategies

setting specific requirements for the purchase of goods and services in order

to safeguard both the health and the environment.


43/94

SUSTAINABILITY AND TECHNOLOGICAL INNOVATION | 4

The role of technology at Expo Milano Innovation is at the heart of Expo Milano and will play a strategic role in

making the visitor experience new, unique and unforgettable. Technology

will be a fundamental component of the Exposition. It will elevate the quality

and value of the visit while facilitating a more efficient fruition of all contents.

As an innovative Exhibition of the XXI century, Expo Milano will seek to

implement and showcase a number of cutting-edge solutions, many of thembased on technologies not yet in existence.

Technological innovations will be displayed in three different areas:

- Participants and visitors services

Expo Milano will provide the most advanced solutions of Information,

Communication & Multimedia Technology (ICMT) for the implementation of

services to Participants and visitors within and outside the Exhibition Site.

Mobility: advanced technological devices will help the Organizer manage

visitors and traffic flows to and from the Expo area. Integrated informationservices will also be available to visitors to locate parking areas, avoid

congested and crowded routes or choose alternative transportation

solutions;

Machine to Machine Services: smart technological micro-components

(i.e. sensors, chips, RFID modules, smartphone applications with NFC)

inside objects and contents of the Expo Milano extended network

will allow an array of new forms of interaction between visitors and the

environment and lessen the time and amount of power necessary for

information to be transferred throughout the Site;

Crowdsourcing and Collective Intelligence innovations will facilitate and

enhance the sharing of knowledge before, during and after the Event.

- The theme of the Expo

Technological advancements in several areas related to the theme of the Expo

will be displayed.

Agriculture and Biodiversity: solutions that allow better productivity and

efficiency of the use of natural resources;

Nutrition Safety and Quality: solutions that foster a culture of quality infood consumption and safety;

Nutrition and Health: solutions that raise the awareness about the

importance of linking nutrition and health;

The Food Supply Chain: solutions to advance problems related to all

phases of the food supply chain (production, distribution and sale).


44/94


Participants and Visitors Services

The Theme of the Expo

Entertainment

Mobility

Gaming and Entertainment

Nutrition and Health

Food supply chain

Consumer Robots

and Artificial Intelligence

Simulation and Augmented Reality

Crowdsourcing and

Collective Intelligence

Machine to Machine services

Agriculture and Biodiversity

Nutrition Safety and Quality


45/94

SUSTAINABILITY AND TECHNOLOGICAL INNOVATION | 4

- Entertainment and Education

State-of-the-art Information, Communication & Multimedia Technology

solutions will make the visitor experience spectacular and unique. New

technologies encouraging education and entertainment (edutainment) will

stimulate visitors curiosity throughout the Exhibition Site.

Consumer Robots and Artificial Intelligence: exciting solutions based oncutting-edge technology in artificial intelligence and robots;

Digital Dialogue: solutions that provide innovative ways to communicate

and share knowledge, also using the most advanced social networks

tools;

Simulation and Augmented Reality: solutions related to virtual reality and

all the possibilities of interaction in virtual environments, with immersive,

multi-dimensional (D space, smell, sound, time) experience;

Gaming & Entertainment: entertainment solutions that capture the visitorsimagination and allow them to enjoy a new kind of Expo experience.

Expo Milano has already begun collaborating with a number of

prestigious academic institutions, research centers and private companies

to bring about the technological solutions identified. Effective cooperation

between the Organizer and the Participants is the key to ensure the success

of the Expo technology projects. The development and implementation

of technological innovations across the Exhibition will require the active

involvement of all Participants, which will be encouraged to present the most

advanced solutions and cutting-edge projects within their Exhibition Space.

Starting from the first International Participants Meeting in October ,

Expo Milano aims at setting up specific technical working groups open

to the contributions of Participants on specific common technology projects

on issues of interest for both the Organizer and the Participants, such as

Queue Management, interaction of the visitor with the exhibits, etc. Animated

simulations of the various moments of the visitor experience and solutions

to be developed will be presented at the International Participants Meeting to

facilitate understanding and discussions.


46/94


47/94


48/94

46 | THE PARTICIPATION MODEL

As illustrated in the first section of this Guide, the participation model of

Expo Milano is based on two key pillars: a collaborative approach with

Participants and their early engagement in the preparation of the Event. All

Participants Countries and International Organizations (Official Participants)

as well as Civil Society Organizations, Corporations, National and International

Regions and Local Entities (Non-Official Participants) will be called upon tooffer their contribution to help creating a truly unique and successful Expo.

In this second part of the Guide we will illustrate how Expo Milano

envisages the collaboration with Participants from now to , and outline

tools and mechanisms of this collaboration. We will also address the key issues

of: Theme Development, Participation Procedures, Queue Management,

and Participants Accommodation. After presenting the Participation modelfor Official and Non-Official Participants the last chapter of the Guide will

be dedicated to present the Services that the Organizer will provide to

Participants and some provisional costestimates for the participation.

Expo Milano has focused on three tools that will be deployed by the end

of to manage the Participants engagement: the International Participants

Guide, the First International Participants Meetingand the Participants Digital

Management System.

The International

Participants Guide

Participants Digital

Management System

The First International

Participants Meeting

COLLABORATIVE APPROACHAND EARLY ENGAGEMENT

THE PARTICIPATION MODELPART II


49/94


50/94

48 | COLLABORATIVE APPROACH AND EARLY ENGAGEMENT

The PDMS will track and organize all communications between Participants

and Expo Milano , helping the Organizer to provide clear, fast and

exhausting answers, and to design services tailored for each Participant.

All Official Participants will be able to access the system through a personalized

account, while observer accounts may be activated upon request. The PDMS

will provide Participants with a tool to request and obtain information and share

and discuss with the Organizer all the relevant documentation concerning

their participation. Online collaboration tools such as videoconferencing,conference calling and video sharing software are embedded in the system

to allow distance co-working sessions with the Organizer. Using their

personal accounts, Participants will be able to gather information about their

specific plot and construction project and to visualize the development of the

Exposition Site.

The PDMS will contain an area dedicated to temporary forums and surveys,

which the Organizer may use to solicit Participants opinions on different

topics, such as contents and regulations of Expo Milano . The Organizer

will use the system to update Participants on the advancement of the

Exhibition, to release Special Regulations and procedures and to organize andpromote events.

The first release of the PDMS will be presented in occasion of the first

International Participants Meeting. The system will be periodically updated

with new add-ons such as forums, surveys and service catalog.

PDMS

THE ORGANIZER

PARTICIPANTS

Expo Milano will create, upon request, sub-accounts for the personnel of the Section. Collaboration areas will be created later for those Participants that have chosen to coordinate their presence at

Expo Milano

PDMS

Participants DigitalManagement System


51/94

ORGANIZING THE PARTICIPATION TO EXPO MILANO 2015 | 4

In this part of the Guide we will illustrate organizational features of interest to all

Participants. We will then address the specific participation conditions for Of-

ficial Participantsand finally outline our approach to Non Official Participants.

The Expo CompanyOn December , the Expo Company was set up by the following

shareholders: the Italian Government (Ministry of Economy and Finance), the

Lombardy Region, the Municipality of Milan, the Province of Milan and the

Milan Chamber of Commerce.

The mission of the Expo Company is to undertake all the activities

needed to realize the preparation and construction of the Exhibition Site,

the Exhibition Site connection infrastructures works, the works regarding

accommodation, works of a technological and security-related nature and the

management and organization of the Event, as well as the additional activities

useful or appropriate for the purposes of realizing the Universal Exposition.

The International Affairs Department deals with all the matters related to

Official and Non Official Participants and their participation to Expo Milano

and acts as the main entry point to all the Company Departments.

Focal points and related contact details will be provided to Participants at the

first International Participants Meeting.

PRESIDENT

CHIEF EXECUTIVE

OFFICER

INTERNAL AUDIT

LEGAL AFFAIRSHR &

ORGANIZATION

INSTITUTIONAL

AFFAIRS & EVENTS

INTERNATIONAL

AFFAIRS

MARKETING STRATEGY &

CORPORATE PARTNERS

BOARD OF DIRECTORS

COMMUNICATION

& EXTERNAL

RELATIONS

PLANNING &

CONTROL

DESIGN &

CONSTRUCTIONTECHNOLOGY

& OPERATIONS

ADMINISTRATION

FINANCE &

CONTROL

PROCUREMENT PLANNING

ORGANIZING THE PARTICIPATIONTO EXPO MILANO

Expo 2015 Compan

Organizational Chaas of September 201


52/94

50 | COMMITMENT TO THE THEME

A key element for the success of Expo Milano and of its ParticipationModel will be the capability of all, Participants and Organizer, to closely

adhere to the theme of the Expo in all aspects of their presence.

The Organizer requests Participants to ensure that their participation is

closely connected with the theme of the Exhibition. The theme Feeding the

Planet, Energy for Life and its sub-themes should be reflected in every layer

of the Expo, so that the significance of its message is vividly perceived and

understood by all visitors.

Guidelines for Theme Development

As indicated in the Registration Dossier and the Special Regulations thereincontained, in order to develop their participation to Expo Milano ,

Participants building and/or setting up the contents of their Exhibition Space

are expected to comply with the following guidelines:

The Exhibition Project, its contents, events and food offerings must be

connected to the theme of Expo Milano ;

The theme should be presented and articulated throughout all areas

allocated to each Participant (indoor and outdoor spaces);

The design, construction and management of the Exhibition Space shall

abide to the principle of sustainability;

Food and food products offered and/or sold in the Exhibition Spaceswill always have to be explained, therefore educating visitors on the

cultural, technological and nutritional implications of the food they are

experiencing.

COMMITMENT TO THE THEME


53/94

COMMITMENT TO THE THEME | 5

Culture

Food offerings

NutritionSustainability principle

Exhibition project

Indoor and outdoor spaces Educating visitors

Technology

General recommendations for the interpretationand representation of the themeThe theme should be developed according to the following general

recommendations:

. Participants identity, culture, traditions should be an important

component of the exhibition proposal;. Innovations in planning, design and contents should be emphasized;

. Visitors should be active players of the Exhibition, should enjoy indulging

in mutual communication and should find their visit interesting and

entertaining as they experience the theme;

. Showcase examples of best practices in fields related to the theme;

. Articulate the themes at the heart of the global debate with scientific rigor;

. Propose innovative approaches and measures to address global concerns

related to the theme;

. Rely upon the most qualified resources for theme development and

interpretation;

. Deploy their most advanced technological capabilities and solutions;. Employ the most efficient and innovative management techniques.


54/94


55/94

PARTICIPATION PROCEDURES | 5

The document shall provide a detailed plan of the presentation following the

outline submitted in the Theme Statement:

The Exhibition Project (pavilion and exhibition space);

The events to be held in the Exhibition Space or in the Expo Site;

The events to be held outside the Expo Site;

The food project (how food will be offered and consumed) e.g. typicaltraditional food items and dishes, the food supply chain, the innovation

processes and research related to it. Food offerings inside the Exhibition

Space will always have to be accompanied with an education and

explanatory element, focussing on the cultural significance of the food,

its production process and the technologies and innovations involved.

As the theme has to be articulated in all its aspects, activities and experiences

that focus on food and healthy eating will be pivotal across the Expo Site.

In order to emphasize the importance of nutrition, Participants building or

setting up the contents of their own Exhibition Space, and having Medium

or Large Exhibitions Spaces, will be required to include restoration areaswithin their Exhibition Spaces. This will entail the creation of restaurants or

areas dedicated to food consumption where visitors shall enjoy unforgettable

tasting experiences. According to BIE rules, the commercial section of any

Exhibition Space cannot exceed % of the total Exhibition Area. Participants

will be required to make sure that the restoration areas have separate entries

for visitors that want to access those areas separately from visiting the

Exhibition Space.

Participants are encouraged to actively contribute in developing the

programme and entertainment offer of the Expo by Night, along the

guidelines that will be provided by the Organizer at the first InternationalParticipant Meeting.

For all Exhibition Spaces, Participants shall comply with Italian regulations

concerning safety and security, fire prevention and emergency management,

environmental and health security, access and energy sustainability. All

such measures will be included in the Special Regulation no. concerning

construction or improvements and fire protection, to be issued by mid-.

Being a comprehensive and high quality development of the theme one of

the keys to the success of Expo Milano , the Organizer is ready to work

with and support Participants through:

Producing and distributing documentation on theme development,

its interpretation, and representation in the Exhibition Site and the

interpretative guidelines for Participants, including project samples;

Providing support services to Participants in the various phases of the

project (from the design of the Exhibition Space to the definition of the

programme of the Events, etc.). These services will be illustrated in the

next chapters of this Guide.

Exhibition Project


56/94

54 | SUSTAINABILITY AND THE 30% RULE

Sustainability, as indicated in the first section of this Guide, is a central pillar

of Expo Milano . Participants building their own Exhibition Spaces are

challenged to develop truly sustainable Spaces, capable of contributing to the

overall environmental balance of the Event.

In order to ensure adherence to the highest environmental standards, the

Organizer will propose a set of rules that will be included in the appropriate

Special Regulations.

Such rules will highlight the need of net zero energy structures, and will

include guidelines covering almost all Participants activities. Exhibition Spaces

will be required to meet stringent environmental standards and respect eco-

sustainable principles throughout the project cycle (planning, construction,

operationsand final removal of the exhibition space).

Exhibition Spaces will be required to include a minimum (%) of green and

open areasand be conceived as a combination of covered and open spaces.

Expo Milano is calling upon all Participants to join efforts with the

Organizer to meet the overall objective of a % open and green areas Expo.

Meeting this target will not only ensure consistency with the development

of the Expo theme, but will also go a long way towards making the visitor

experience truly attractive and comfortable. Further details on construction

guidelines will follow in a specific document to be distributed at theInternational Participants Meeting.

Participants will also be challenged to minimize energy consumption, use

ecological and recycling materials(a specific list of the materials suggested

will be provided by the Organizer by the end of ), and promote the

dissemination of knowledge and expertise on sustainable practices.

The introduction of systems for considering and rewarding sustainability

performance is under elaboration by the Organizer.

IMMAGINE 47

30% RULE30%

50%

SUSTAINABILITY AND THE % RULE


57/94

QUEUE MANAGEMENT | 5

Access to Exhibition Spaces as the experience of past Expos has shown

is an integral part of the visitor experience to any Universal Exposition.

Long waiting time to access Exhibition Spaces can seriously jeopardize the

visitor experience and therefore the overall success of the Event.

The Organizer intends to address the issue of queue management in

innovative ways. Queues will be managed as a shared responsibility between

Expo Milano and all Participants.

The issue will be addressed through a two-tiered approach. Firstly, Expo Milano

will promote a technological collaboration between the Organizer and

the Participantsthrough the common use of technological tools and solutions

that will allow to eliminate or reduce waiting time. Secondly, in conceiving

their Exhibition Spaces, and especially the green and open areas, Participants

will be required to ensure that the waiting time spent in queues become an

active and informative phase of the visit.Through the use of technology installations, digital signage etc., thematic

performances and/or food experiences - visitors in waiting areas should be

introduced to the contents of Exhibition Spaces, so that the significance of the

theme may be perceived both by queuing visitors and by those who will pass

by the Exhibition Spaces without accessing them. The Organizer will propose

and discuss with Official Participants a set of rules and measures concerning

queue management in occasion of the first International Participants Meeting

through a dedicated workshop.

QUEUE MANAGEMENT

Queue managemen

The waiting time as an integrapart of the Visitor Experience


58/94

56 | PARTICIPANTS ACCOMMODATIONS

Expo Milano will pay exceptional attention to designing the

accommodations for Participants representatives and staff members,

projecting structures with the highest level of comfort, architectural quality

and environmental standards. The Organizer plans to accommodate up to

, Participants representatives and staff members within two separatelocations: the Expo Village and the Staff Village.

Expo VillageThe Expo Village will be located in the Northern part of the Exhibition Site in an

area of about , square meters developed along the main East-West road.

Inspired by the design of the historical area of Milans Navigli canals, the

Expo Village buildings will create a stunning backdrop for visitors inside the

Exhibition Site and will feature an uninterrupted view over the water. It will also

be modelled on the experimental district QT (Quartiere Triennale ) created

after World War II during the th Triennale of Milan, thus ensuring the greatestarchitectural originality in the use of experimental styles, facades and materials.

The design of the Expo Village will be an integral part of the legacy of Expo

Milano .

PARTICIPANTS ACCOMMODATIONS


59/94

PARTICIPANTS ACCOMMODATIONS | 5

The Expo Village will feature apartments for a total accommodation

capacity of about , people. The Organizer expects to complete the

realization of the Expo Village by . In the apartments will be available

for booking for the period from March stto November th or beyond.

Staff Village

General staff will be accommodated in a lively area outside the Expo Site,nearby the area of Cascina Merlata. Accommodations will be organized

in clusters connected to the Exhibition Site through shuttle services. The

residential complex will accommodate over , staff members.

Details on the accommodation for the Participants representatives and staff

members as well as security matters and accreditation rules will be tackled

in Special Regulation no. concerning the accommodation facilities for the

personnel of the official foreign sections, to be issued by mid-.

Staff Villag


60/94

58 | OFFICIAL PARTICIPANTS

OFFICIAL PARTICIPANTS

Official Participants are the traditional participants of Expos and they remain

key to the success of the Event. Lets then review, based on the BIE rules, the

nature of their participation and related procedures.

DefinitionOfficial Participants are those Foreign Governments and International

Organizations that have accepted an official invitation from the ItalianGovernment to participate in the Exhibition. (Art. , Special Regulation no .)

Categories) Countries

) International Organizations (International Organizations are to be

understood as intergovernmental organizations that pursue the aim of

promoting international cooperation in scientific, economic, cultural and

other fields)

A See Agreementconcerning the necessary measures and actions aimed at

facilitating the participation to Expo Milano and at guaranteeing thesuccess of the Event will be negotiated and signed by Italy and the BIE. The

document mainly focuses on:

Tax exemptions: Official Participants, their goods and revenues will be

exempted - in the framework of their official exhibition activities - from

every direct and indirect taxation due both to the central Government and

to local authorities. Official Participants will also be exempted from V.A.T

on the purchasing of merchandises and services, as well as for import of

goods of relevant value concerning their official activities;


61/94

OFFICIAL PARTICIPANTS | 5

Rules and facilitations concerning the social security system in force

for the Sections staff of Official Participants and the health insurance

coverage for them and for their family members;

Special measures concerning the entry and stay in Italy of the Sections

staff of Official Participants. This includes free and fast visa release

mechanisms in favor of the Sections staff and special ID release to their

family members; Radio frequency use;

Foreign driver licenses validity.

Privileges and facilitations covered by the See Agreement concern the

Sections staff of Official Participants and the BIE personnelwhile carrying out

their official functions in the framework of Expo Milano .

Procedures for participation - Official ParticipantsAccording to Expo Milano General Regulations, Special Regulations no.

and no. , Official Participants shall comply with the following procedures

for their participation.

Official invitations to participate to Expo Milano were sent in January

by the Italian Government through diplomatic channels. Upon reception

of the Letter of Invitation, Official Participants interested in taking part in the

Universal Exposition should respond officially through diplomatic channels.

Official Participants shall then appoint a Commissioner General to be

accredited with the Italian Government as responsible of their participation to

Expo Milano . The Commissioner General shall have the sole responsibility

for the organization of the Exhibition Space.

Official Participants are required to submit to the Organizer the ThemeStatement, which defines the overall theme and contents for their exhibition,

and the Application for an Exhibition Space, which provides information on

the form and size of the Exhibition Space. These documents will be attached

to and be integral part of the Participation Contract.

The Participation Contract shall be concluded based on consultations between

each Official Participant and the Organizer. The Participation Contract shall

be signed by the Commissioner General of each Official Participant and the

Organizer.

Official Participants shall then submit to the Organizer the Exhibition Projectand the Application for Preliminary Approval. The Exhibition Project, which

will be continually revised and updated, shall provide a detailed plan of the

presentation following the outline submitted in the Theme Statement. The

Organizer shall verify that the content of the presentation is in accordance

with the approved Theme Statement.


62/94


63/94

EXHIBITION SPACES: TYPES AND ELEMENTS OF INNOVATION | 6

Keeping in mind thematic placement and in line with the importance of

Participants early engagement the allocation of lots on the World Avenue as

a general rule will be based on the principle of first come, first served.

While the Organizer will assist Participants in the selection of the Exhibition

Space that best suits their interests and needs, the size and availability of

lots and related Exhibition Space may change depending on the number of

Participating Countries and the status of the allocations.

Expo Milano has strived to develop a Participation Model that allows

Official Participants to select the solution that best suits their needs and

projects.

On the occasion of the Universal Exposition held in Shanghai in , the

Organizer was able to collect from Participating Countries invaluable insightsand recommendations that guided the direction and vision of Expo Milano

innovative concept and participation modalities. The participation

model described in the Registration Dossier has thus been further developed

and deepened.

Official Participants Exhibition Spaces will cover an area of about ,

square meters. Countries will have the opportunity to choose between

three types of Exhibition Spaces: Self-built Exhibition Spaces; Expo-Serviced

Exhibition Spaces and Clusters.

EXHIBITION SPACES:TYPES AND ELEMENTS OF INNOVATION

Thematic positionin


64/94

62 | EXHIBITION SPACES: TYPES AND ELEMENTS OF INNOVATION


65/94

EXHIBITION SPACES: TYPES AND ELEMENTS OF INNOVATION | 6


66/94

. Self-built Exhibition SpacesSeveral Countries participating in Universal Expositions traditionally build

autonomously their individual Exhibition Spaces. While new types of Exhibition

Spaces will be introduced, Expo Milano will keep with this pattern and

will offer Participating Countries land lots of various sizes to build their own

Exhibition Spaces, free of charge as required by BIE rules.

Self-built Exhibition Spaces will be individual Exhibition Spaces facing

onto the World Avenue. Designed and constructed autonomously by each

Country, Self-built Exhibition Spaces will be proposed upon request to

Governments with higher investment capacity that seek to take advantage of

greater visibility.

Greater visibility will not necessarily translate into big pavilions. Resisting the

idea that Exhibition Spaces dimensions, financial resources and attractiveness

are interrelated, Expo Milano will encourage the development of

powerful contents.

The size of Self-built Exhibition Spaces will vary from a minimum of about

International Participants Guide

Documents