Theme “American Food 2.0: United to Feed the Planet”
The USA Pavilion is an open concept that evokes the lines of a traditional American barn. The American pavilion showcases American leadership in the global food arena as responsible and diverse; sustainability through science, technology, innovation and free trade. It aims to foster awareness of and enthusiasm for American cuisine, chefs, products and purveyors; highlight American talent, ingenuity and entrepreneurship and the United States as a premier business and travel destination; connect people and businesses in the United States, Italy, and throughout Europe, building on strong historical ties; and provide a fun, engaging, informative, and delicious experience to all. From farm to table, in local communities and globally, the United States is addressing the issues of sustainability, food security, food access, nutrition, and waste. American business and science are leading the way in sustainability and innovation in food and agriculture to help feed the world and is engaging on these issues with Italy and all of Europe.
American Food 2.0: United to Feed the Planet
The Pavilion Architecture
The United States presents a dynamic pavilion that showcases America’s unique role in the future of food around the world, and creates a global conversation about the challenge of feeding more than 9 billion people nutritiously by 2050. With the theme “American Food 2.0: United to Feed the Planet” it tells America’s food story – one of innovation, diversity and entrepreneurship – through topics including food security and policy, international relations, science and technology, nutrition and health, and culinary culture.
Designed by award-winning architect James Biber, the USA Pavilion pays homage to America’s rich agricultural history with an open design delimited by a large vertical farm that will be harvested daily. The fully sustainable building features a boardwalk made from wood repurposed from the Coney Island boardwalk, a large video installation, interactive exhibition areas, a rooftop terrace, VIP meeting spaces, and retail areas.
Pavilion programs and events include Food Truck Nation, a series of food trucks serving iconic and innovative regional American foods and beverages; the James Beard American restaurant in central Milan, showcasing American cuisine with a rotating roster of American culinary talent; and a Student Ambassador program through which 120 American college students act as guides and docents for the pavilion and at U.S. cultural events and conferences.
Friends of the USA Pavilion Milano 2015 – a collaboration between the James Beard Foundation and the International Culinary Center, in association with the American Chamber of Commerce in Italy – was selected by the U.S. Department of State to organize the U.S. presence at Expo Milano. The pavilion’s management and program is directed by President Dorothy Hamilton (founder and CEO of ICC), CEO Charlie Faas, and Chief Creative Officer Mitchell Davis (EVP of JBF). Thinc Design is the USA Pavilion exhibition designer.