The Italian participation as Guest of Honor at the second China International Import Expo has its center in the National Image Pavilion, set up in Hall 5.2 of the NECC in Shanghai. The Pavilion was built on the basis of the winning design idea of the design competition launched by ICE-Agenzia in May 2019. The original idea, proposed by Arch. Franco Bernardini, foresees the construction of four evocative structures of equal iconic elements of the Italian urban landscape, united to form a scenography that reflects the tireless commitment to the search for excellence in every field of human life.
Inspired by a cultural tradition that never loses its fascination with the pass of centuries, the project transforms 256 square meters of the Pavilion in an ideal path through a “miniature Italy” full of contents and surprises, enriched by the visual experience of the historical projections that animate the walls of the main monuments and the possibility to undertake virtual journeys to discover the cities recalled in the Pavilion.
The reference to the “Metaphysical Cities” of the great Italian painter Giorgio de Chirico is then merged with the story of Italian design, exhibited through a selection of products curated by the Association for Industrial Design, and with the presentation of four young designers coordinated by the Italian National Chamber of Fashion. The screens placed in the Pavilion present a new evocative video for the promotion of Made in Italy, declined on three thematic lines defined respectively as “Technology”, “Awareness” and “Heritage”, and an interactive application that allows you to explore closely some among the most important industrial sectors of the Italian system.
Italian National Pavilion with main monuments (in the picture on the left: Pisa Tower and the Colosseum; in the picture on the right: Duomo of Milano).
Visits at the Italian National Pavilion are made even more engaging thanks to technology (in the picture: viewer for the virtual trip through the “Italy in miniature” concept).