"Feeding the Planet, Energy for Life" is the theme at the center of the event. It is the common thread that runs through all the events organized both inside and outside of the Exhibition Site. Expo Milano 2015 will be an opportunity to reflect upon and find solutions to the contradictions of our world: on one hand there are still the hungry (approximately 870 million undernourished people in 2010-2012) and on the other hand there are those who die from health ailments linked to poor nutrition and too much food (approximately 2.8 million deaths from diseases related to obesity or being overweight). In addition, every year, about 1.3 billion tons of food is wasted. For these reasons it helps to make conscious political choices, develop sustainable lifestyles and use cutting-edge technologies that will be able to find a balance between the availability and the consumption of resources. The reflection on the theme is transformed into a time of sharing and celebration, involving meetings, live events and performances with the presence of the mascot Foody and the happy characters who accompany him. Every aspect, every moment, every participant of Expo Milano 2015 defines and interprets the chosen theme, Feeding the Planet, Energy for Life.
The communication campaign: Food is Life
On November 2, Expo Milano 2015 launched the campaign "Food is Life". The creative format, developed by Havas Worldwide Milan and distributed across various types of media, shows the multiple meanings within "food" and the theme Feeding the Planet, Energy for Life. With a catchy rhythm - both on TV and radio - the voice of Antonio Albanese reveals the different souls of food: food as nourishment, pleasure, taste, home, family, art, war, peace, affection, love; for food you argue, you fight, you work; and especially that which for the planet makes up "Food is Life". Broadcast from December 7, the second phase of the campaign, is dedicated to the many faces of the visitor experience of Expo Milano 2015. Startong from the theme of experience and leading to a simple question which each of us can easily reflect upon: "What we will do at Expo?". The spot shows the "visitor experience" made up of events, content, thematic tours and great architecture.
The site comprises an area of 1.1 million square meters, easily accessible and designed by internationally renowned architects. Expo Milano 2015 will feature an exposition garden with more than 12,000 trees, water features and a long canal that surrounds the area. The two large main avenues, the Cardo and the Decumano, will overlook the Pavilions of the Participating Countries, the squares and the public areas dedicated to events and catering. The buildings follow the criteria of energy efficiency and sustainability in their construction, and are able to be removed and then resused after the end of the event.
The site will host four thematic areas, the places where the theme of the event will be developed. They range from the Pavilion Zero
, which tells the story of man on Earth through his relationship with food, to the Future Food District
, which explains how technology will change the storage, distribution, purchase and consumption of food. Then there are the areas of the Children Park
, the space in which children learn about the themes of Expo Milano 2015 while having fun, and the Biodiversity Park
, a large garden in which a variety of ecosystems that are found on our planet are reproduced. In town, at the Triennale museum, there will be Arts & Foods
, the exhibition that explores how the relationship between food and art has changed over the centuries.
The power of collaboration
For the countries that do not build their own pavilions, an innovative mode of participation was proposed: the Cluster
. These exhibition spaces unite countries that share the production of a specific food or theme within the same architectural project. There are nine Clusters that are spread over a total area of 36,650 square meters: Bio-Mediterraneum, Cereals and Tubers, Islands, Arid Zones, Fruits and Legumes, Spices, Coffee, Cocoa and Rice. Within each Cluster the story of food is told with videos, installations and photo exhibitions. There will be space for cooking demonstrations and tastings, as well as a large market where you can discover the most unusual foods, as presented directly by the people who cultivate them and produces.
Cooperation among the populations is essential to achieve the goal of "Feeding the Planet"
, ensuring sufficient food and food security throughout the world. Expo Milano 2015 will be the place of choice for confronting the issues of agriculture, sustainable development and the fight against hunger for the common good. The keywords of this trip are innovation, energy saving, environmental protection and natural resources. The protagonists of this dialogue of many voices will be the countries
, international organizations
, civil society
Six months of events
Expo Milano 2015 ushers in a new model for the Universal Exhibition
: it is not only a showcase of the best technologies for a sustainable future, but a global and interactive event with thousands of cultural offerings and entertainment both inside and outside the exhibition site. Shows, concerts, conferences, cooking demonstrations, workshops and exhibitions will transform Expo Milano 2015 into a grand party full of fun.