milan-week - Commissariato Italiano Esposizione Universale di Shanghai 2010

Milan Week Celebrates Creativity in Italian Pavilion at Shanghai Expo 2010

Shanghai, 16 June 2010 – Today marks the official opening of Milan Week at the 2010 Shanghai Expo, which, from June 16-23, will showcase the best of the city’s offerings under the theme “Milan Creative City”. Creativity is the pulse of Milan, infusing the city’s life and industry with imagination and innovation. Da Vinci’s home for close to twenty years, Milan’s enduring status as a creative hub stems from its rich cultural heritage and deep historical roots, which provide a highly dynamic environment that enables its residents to cultivate creativity and transform their ideas into reality. Over the course of the week, a fire cracking show of art, design, cuisine, fashion, technology and architecture displayed through the whole Italian Pavilion will celebrate the unique Milanese culture that has nurtured and propelled the city to its excellence today.

“We are thrilled to host Milan Week at the Shanghai Expo and share with the world the vibrancy and creativity of the city,” said Massimiliano Finazzer Flory, Head Councilor for Culture of the City of Milan. “Milan is home to a large portion of Italy’s cultural heritage and some of the world’s most outstanding Michelin-starred chefs, fashion and design brands, painters and musicians. Visitors can expect to see a visually captivating exhibition inspired by the Milanese coat of arms, taste and experience the authentic Milanese cuisine, and understand how creativity has been translated across different sectors critical to the city’s development.”

A series of forums named “Testimonials in Creativity” are dedicated to the fields of arts, design and IT. The first, dedicated to Design and Fashion, two Milanese gurus in the design and fashion industry, Elio Fiorucci, designer of world-famous Fiorucci fashion brand and top-class architecture and designer Fabio Novembre, will share their experiences of excelling in the creative industries; Arts and Music featuring the reputed La Scala Theatre Academy who will share the secrets behind grooming the most talented musicians in the theatre sector; Scientific and Innovation Technology showcasing an innovative tool for making computers that can sense and control more of the physical world than normal desktop computer.

Sister cities since 1979, Shanghai and Milan share not only strong cultural and artistic traditions but are also their country’s economic and financial hearts. For more than 30 years, this relationship has facilitated cultural exchange, served as a platform to share best practices and build stronger economic links. Now, further enhancing these ties is the two cities shared status as World Expo hosts, with Milan preparing to hold the next World Expo in 2015. Milan Week celebrates this unique relationship, showcasing the multifaceted of Milan city to Shanghai Expo visitors and demonstrating how Milan stands firmly alongside Shanghai and the Expo with friendship, presence and collaboration.

Taking over the mantle from Shanghai, the 2015 World Expo theme is entitled “Feeding the Planet, Energy for Life,” which aims to give visibility to tradition, creativity and innovation in the fields of food and the sustainability of food production. Milan has commenced preparations with great anticipation of the Milan Expo’s vision after recently nailing down its comprehensive master plan for the Expo site. In further recognition of these two countries’ camaraderie, China was the first country to officially confirm its participation in the 2015 Milan World Expo.

The current Expo in Shanghai and the future Expo in Milan showcase how China and Italy, two countries with an ancient cultural tradition, are ready to share their respective potential and excellence and become once again the guiding lights of development and social progress.

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