USC Asia Architecture & Urbanism Study Abroad Program

Not Just Packaging

The following video compiles a series of video clips taken at the Shanghai World Expo 2010. At the World Expo, countries are promoted through their pavilion design. Exterior elevations and appearance are very important, and These wrappers become the primary way for branding. Focusing on the exterior makes sense since a majority of people will only see this wrapper, due to obscene lines (some take up to 4-5 hours to get through). On the inside, each country creates its own narrative to display their ¬†culture and identity. The Expo’s theme, “Better City, Better Life” ¬†is clearly present in a majority of the pavilions demonstrating their “green” lifestyle. By using different forms of media, each pavilion was able to create unique environments to display their ambitions, lifestyles, and ideas for the future. This small compilation of pavilion narratives samples some different takes on countries presentations. I hope my time waiting in line provides you with some insight towards the Shanghai World Expo 2010.
Ross Renjilian

The music used was recorded in different exhibits accordingly as follows
Australia, Austria, Portugal

Filed under: 2010, Architecture, Australia, Austria, Branding, China, Denmark, Expo, Identity, Netherlands, Norway, Pavilions, Portugal, Shanghai, Spain, Video, World, Wrapper, ,


The views and opinions contained in this blog are solely those of the individual authors and do not represent the views and opinions of the University of Southern California or any of its officers or trustees.



AAU FALL 2013:

University of Southern California
School of Architecture
Asia Architecture and Urbanism
Study Abroad Program

Andrew Liang
Bu Bing
Steven Chen
Yo-Ichiro Hakomori
Andrew Liang
Yuyang Liu
Neville Mars
Academic Contributors:
Thomas Chow, SURV
Bert de Muynck, Movingcities.org
Manying Hu, SZGDADRI, ITDP, Guangzhou
Clare Jacobson, Design Writer, Editor, Curator
Laurence Liauw, SPADA, Hong Kong
Mary Ann O'Donnell, Shenzhen Noted, Fat Bird, Shenzhen
Paul Tang, Verse, Shanghai
Li Xiangning, Tongji University, Shanghai
Daniel Aguilar
Hong Au
Michael den Hartog
Caroline Duncan
Nefer Fernandez
Christian Gomez
Isabelle Hong
Jin Hong Kim
Ashley Louie
Javier Meier
Paula Narvaez
Ashlyn Okimoto
Tamar Partamian
Samuel Rampy
Luis Villanueva
Krista Won
Tiffany Wu