Germany reveals itself at the Expo Milano 2015 as “Fields of Ideas” under the motto “Be active”, as a vibrant, fertile “landscape” filled with ideas.
The pavilion concept is characterised by close interaction between spatial and content presentation. The “Fields of Ideas” are reflected in the architecture – evoking Germany’s distinctive field and meadow landscapes – in the form of a gently rising landscape level. One of the pavilion’s key design elements are stylised plants that grow as “Idea Seedlings” from the exhibition level to the surface.
Visitors can explore the “Fields of Ideas” in two different ways. Taking the first route, they can stroll along the freely accessible landscape level, which invites visitors to linger and enjoy as they would in a public park.
The second route leads visitors through the thematic exhibition inside the pavilion, which showcases the different sources of nutrition – Soil, Water, Climate and Biodiversity – all the way to food production and consumption in the urban world. A variety of thematic ambassadors, exhibits and stations present surprising approaches from Germany on addressing the challenge of future human nutrition. Visitors are invited to become active themselves. With the “SeedBoard” they are given their own “Field of Ideas” for navigating exhibits and exploring additional media information. The show in the German Pavilion “Be(e) active” is the big final of the exhibition. Visitors take on the role of an orchestra and experience the German world of nutrition from the perspective of flying bees.
The German Pavilion takes a clear stance on the Expo theme “Feeding the Planet, Energy for Life”. In a very likable way, it calls upon visitors to interact with nature respectfully and to take action,, while communicating an authentic image of Germany: welcoming, vibrant and whimsical.
On behalf of the Federal Ministry of Economics and Energy, Messe Frankfurt has entrusted the German Pavilion Expo 2015 Milan Consortium (ARGE) with the realisation of the German pavilion. The ARGE, as general contractor, is responsible for design planning and construction of the German pavilion and the exhibition. The Schmidhuber architectural office in Munich is responsible for the spatial concept, architecture and general planning, Milla & Partner in Stuttgart for the content concept as well as the design of the exhibition and media. Nussli in Roth (near Nuremberg) is responsible for project management and construction.