Client: State of Qatar
Theme: Seeding Sustainability Innovative Solutions for Food Security
Type: Purpose Built, Standalone Pavilion
Scope: Design & Build
Awards: PEOPLE’S CHOICE AWARD Exhibitor Magazine Expo 2015
BEST INTERACTIVE/ACTIVITY HONORARY AWARD Qatar Food Table Exhibitor Magazine Expo 2015
When developing the theme of the Qatar Pavilion for Expo Milano 2015, our challenge was to find a distinctive story which would set the pavilion apart from the other Gulf Nations. The pavilion theme of ‘Seeding Sustainability - Innovative Solutions for Food Security’ was developed in line with the Expo theme and gave visitors a deep understanding of the food landscape of Qatar.
Our in-depth research produced rich and meaningful content which had substance and a personal Qatari sensibility. As such we were able to develop various multimedia exhibits which told layered and multifaceted stories, all in keeping with the pavilion theme. Our all encompassing story was designed into every aspect of the pavilion, from the architecture through to the exhibits.
The Qatar pavilion at Expo Milano 2015 was designed as an interactive journey.
The pavilion was divided into three floors. The main stair leading up to the first floor and reception acted as an introduction to the nation of Qatar. The first floor itself, held the main exhibition which explored Qatar’s food landscape. A multi-level interactive dining table explored the food landscape of Qatar, a large collection of exhibits told the story of Qatar’s heritage, its modern development and its scientific advances in agriculture. The pavilion experience culminated with a 360 ̊ multimedia presentation accessed from the topmost floor. Visitors could then wander down through to an authentic recreation of Qatar’s busy souq, located on the ground floor. This showcased Qatar’s food customs and rituals. Traditional food and drink were also served in the restaurant, whilst live musical performances added to the ambience.
Every aspect of the pavilion, from its attractive exterior which evoked the traditional souq of Qatar, the inviting grand stair which led up to the entrance, the exhibits, interactive elements and multi-sensory presentations were designed to communicate the theme of the pavilion and enhance the visitors’ journey.