LOOK AND STYLE IN THE PAVILION

The welcome staff will be wearing uniforms especially designed by Prada.

The uniforms have been created using faille and poplin stretch fabrics and combining bright colors - such as fuchsia, white, and steel gray - to convey a highly recognizable, modern and elegant look. The staff will carry the Prada’s unisex briefcase shoulder bags known as “piattine”, a classical style made of iron-grey “vela” fabric.


Pavilion: City of Man - Commissariato Italiano Esposizione Universale di Shanghai 2010

Italy’s Pavilion: City of Man

The pavilion it is an example of Italian contemporary cultural values and pays homage to the host country. Seen from above, the pavilion resembles the start of the Chinese game pick-up-sticks, also known in Italy as the Shanghai Game, where a number of sticks are thrown in a random pile. The different sections of the building make up a geometrical variety symbolising a complexity of regional cultures that define the Italian identity.

The Italian Pavilion represents and sums up the Italian proposal for the "City of man" in the near future: an urban model that can combine the cities’ requirements for renewal with the protection of history and the need to maintain a sustainable relationship with the territory.  The spirit of the Pavilion, in fact, summarizes the common elements of the ancient Chinese and Italian cities and suggests a return to a simpler life based on human relations improved by the contribution of a viable and eco-sustainable environment .

The philosophy behind the Italian participation in the Expo 2010 will inspire a sensational exhibition as well as a number of events inside the Pavilion with a view to the illustrate the general theme of the exhibition ‘Better City, Better Life'. In this context the Italian Pavilion will offer a rich display of Italy’s excellence in the sectors which contribute to an improvement of the quality of urban areas ranging from engineering, urban development and architectural design to technological innovation, infrastructures, social services and, naturally, cultural events. The “Made in Italy” concept is often perceived as synonymous of "good life" and the six-month exhibition will enable Italy to reinforce this perception.

Architectonic characteristics


The pavilion covers an area of 3.600 square metres and is 18 metres high. Inside it is divided into irregular sections of different dimensions, connected by a steel bridge structure where the connecting galleries are visible. If needed, the structure can be dismantled and reconstructed, on a smaller scale, in another part of the city.

The different sections of the building make up a geometrical variety symbolizing the tradition and regional customs which define the Italian identity: a type of mosaic of which each of the parts show a single picture. The form also highlights the topographic complexity of Italian cities, with its numerous short narrow roads and alleys which suddenly open onto a large square, a characteristic which can also be found in the traditional Chinese urban centres. A psychophysical effect of comfort is given by an internal garden, the presence of water and natural light which spreads throughout the area across the patios and by the walls.


New material
The building is decorated on three sides by a film of water that reflects the structure highlighting the natural shinny effects. The brilliance of the structure is reproduced inside both via slits which evoke the narrow alleys between the city buildings, and also thanks to the use of transparent cement, a new, recently created multifaceted material. Because of its particular and diverse component on the different sides of the building, this material generates a twofold architectural effect, from the outside a nocturnal effect of the liveliness inside, and from the inside, the outside daylight atmosphere.
The surface of the pavilion will appear transparent with the sides made up of self-cleaning glass.

Bioclimatic function
The Pavilion has been created as if it were a bioclimatic ‘machine’ with the aim of saving energy. The photovoltaic elements integrated in the glass covering guarantee protection from radiation, while the light-technologies of the building not only aims at highlighting the spaces, but also favours the saving of energy.

The firm Iodice of Aversa and in particular the architects Teresa Crescenzi, Antonello De Bonis, Cosimo Dominelli, Francesco Iodice, Giuseppe Iodici and Marcello Silvestre collaborated with Architect Imbrighi in the design of the Pavilion.

Gallery