Expo Milan 2015, Conceptual Master Plan
Expo Milan 2015 adorns itself with a proud title: ‘Feeding the Planet, Energy for Life.’ What can architecture and urbanism contribute to a World Exhibition and more specifically: how can the masterplan for a World Exhibition contribute to justify such a proud title? These were the questions we raised when we were asked by the then mayor of Milan, Mrs. Letizia Moratti, to design the masterplan for the Expo Milan 2015. We never liked such big shows, made to attract and impress millions of visitors. We decided to only accept the invitation to design the Milan masterplan if the client would accept a radically new vision for a World Exhibition, abandoning the obsolete idea of expositions solely based on architectural monuments and outmoded vanity shows of national pride that expos have always been since the mid-19th century and that we last experienced in the 2010 Shanghai Expo with its overblown, massive structures. We felt encouraged to go for a radical new approach after learning about Carlo Petrini’s involvement. In the early days of the process Carlo gave a very impressive speech about his ‘Terra Madre’ movement in all parts of this planet.
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