Around The World in Milan
GROHE is proud to be a partner of the consortium of the German
Pavilion at the Milan EXPO
The World Fair goes back a long way. The inaugural staging of the
showcase opened its doors in London as far back as 1851. From the
first, Eichelberg (later belonging to GROHE) stepped up as an
exhibitor with a product presentation. Whereas the early fairs were
devoted to industrial goods and handcrafted wares, the thematic
focus of the exhibition has changed over the years. Contemporary
expos tackle global issues, offering pioneering solutions. In this
tradition, the upcoming event bannered “Feeding the Planet, Energy
for Life” aims to address the world’s immense nutritional
challenges.
Proposals will be presented on securing drinking water supplies and
food quality without losing sight of the need to protect
ecosystems, conserve and distribute resources as well as revive
traditional foods. And it’s not just in terms of content that the
expo is charting a new course. It is also being redefined
conceptually and architecturally. Those behind the event have
called their decision not to erect permanent prestige buildings as
a “clear paradigm shift”. Instead, the showcase has been
systematically designed as a “sustainable AgroFood park. The German
Pavilion, too, promises to provide plenty of inspiring visions
along with tangible proposals and food for thought – all intended
to spur visitors into action and rethinking old ideas. Spread
across just under 5,000 square metres, the pavilion’s authentic
solutions and interactive scenarios aim to raise awareness for the
power of nature.
The concept behind the German “Field of Ideas” pavilion is marked
by a careful meshing of exhibition space and content. Sprouting up
from the exhibition space are stylised plant-like structures that
form a protective leafy canopy over the turnout. These “idea
seedlings” are not only the pavilion’s key design element but also
the connecting link between architecture and exhibition, interior
and exterior. Local woods will define the overall aesthetic, the
material’s warmth inviting visitors to linger – notto mention
German cuisine, which is also sure to entice visitors to stay a
while. Refreshed by the national fare enjoyed at leisure in the
restaurants and picnic areas, visitors can embark on a fascinating
journey through areas devoted to water, soil, climate and
biodiversity. Inside the pavilion, the themes addressed run the
gamut from sources of nutrition through food production to
consumption in urban societies. Exhibits and displays will
spotlight Germany’s fresh-thinking approach to meeting tomorrow’s
dietary needs.
Part of the immersive experience in the German Pavilion will be an
innovative SeedBoard that accompanies each visitor on their
personal journey through the exhibition, fostering lively
engagement in the planting of their own “Field of Ideas”. In
addition to serving as a screen for text, images, films and games,
it can also be used to initiate and navigate exhibits. The
SeedBoard turns a visit to the pavilion into a profoundly personal
adventure that also makes a compelling case for Germany’s
fascinating technology.
GROHE is equally committed to creating meaningful product
experiences. So it’s appropriate that the sanitary fittings in the
German Pavilion will be high-quality GROHE products. The exciting
interplay of design and environmental protection at Expo 2015
offers the perfect opportunity for the company to bring its core
philosophy to life. For GROHE, sustainability and conserving
resources mean taking responsibility for the well-being of the
planet and its people by systematically tackling ecological
challenges.