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, Architecture, China