Federal Ministry Of Economics And Technology Organized By Koelnmesse Internation Design & Branding BALANCITY- THE GERMAN PAVILION EXPO SHANGHAI 2010 by Milla Und Partner Agentur & Ateliers, Schmidhuber + Partner

BALANCITY- THE GERMAN PAVILION EXPO SHANGHAI 2010

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Industry Shows, Events & Festivals
Media Design & Branding
Market Germany
Agency Milla Und Partner Agentur & Ateliers
Agency Schmidhuber + Partner
Released May 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: FEDERAL MINISTRY OF ECONOMICS AND TECHNOLOGY ORGANIZED BY KOELNMESSE INTERNATION
Product/Service: EXPO PAVILION
Agency: SCHMIDHUBER+PARTNER
Agency: MILLA UND PARTNER AGENTUR & ATELIERS
Date of First Appearance: May 1 2010
Entrant Company: SCHMIDHUBER+PARTNER, Munich, GERMANY
: Architecture and General Planning (Schmidhuber & Partner)
: Exhibition and Multimedia Features (Milla & Partner)
: Contractor/Execution (Nüssli Deutschland)
Media placement: EXPO Pavilion - EXPO area Shanghai - May 1 - October 31

Describe the brief from the client
Shanghai EXPO 2010: From the 1st may until the 31th of October 2010 the Federal Republic of Germany presents itself as an innovative, forward-looking country that places value on the preservation of its roots and heritage. The biggest world exhibition ever with more than 200 contributions is a battle of attention, the expected 27.000 visitors/day the challenge for architecture and exhibition. A big Chinese public and visitors from all over the world have to be convinced.

Describe the challenges and key objectives
The EXPO 2010 theme is Better City, Better Life. The German Pavilion "balancity" is dedicated to a life in balance in the city of tomorrow. In its thematic diversity, balancity unfolds itself throughout the exhibition as a sequence of diverging, designed thematic experiential spaces. Visitors experience solutions "Made in Germany" for urban challenges - between innovation and tradition, community and individual, work and leisure, globalisation and national identity.

Describe how you arrived at the final design
This is expressed as balance between the separate construction elements, which hold each other in perfect equilibrium. Cantilevered polygonal elements form levitating exhibition spaces and landscapes that interlace with the interior. They’re covered by a transparent textile skin supporting climate control, offering shade and reflecting the solar radiation. A journey shows ideas and solutions concerning urban challenges „Made in Germany“. In the emotional show with an interactive sphere, fitted with more than 400,000 LEDs, visitors literally get things moving. As a walk-through sculpture the German Pavilion expresses the variety of life in the city for today and tomorrow.

Give some indication of how successful the outcome was in the market
"balancity" was visited by some four million people. In an independent study, 97% were “satisfied” or “very satisfied” and more than three quarters of them voted balancity their favourite pavilion. Visitors had fun using and interacting with the exhibits. They liked the friendly and open image of Germany. “It’s the best pavilion I’ve ever seen. Educational and very entertaining. Quite overwhelming in the density of information it presents. The hosts and hostesses are extremely friendly, professional and knowledgeable. Congratulations! I recommend you continue with it in Germany”, star architect Meinhard von Gerkan, summing up his impressions.