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"The Making of a World Expo" Special Fall/Winter/Spring Essay Series

Milan Expo 2015: "Feeding the Planet, Energy for Life"

     The "World's Fair Express" began in the summer of 2014 as a part of the summer theme "The Art of Progress." Each of the major pages on the site is themed to a particular World's Fair/World Expo, beginning in the City of Light, Paris, in 1889. The path of each of the pages listed in the links above finishes with the last World Expo which was held in China in 2010. All this leads up to the celebration of the next World Expo which will open in Milan, Italy, in May of 2015. Modern World Expos last for six months and attract millions of viewers, but they also have evolved from their World's Fair roots. The Milan Expo will have a very focused theme, "Feeding the Plant, Energy for Life." The essays which will appear on the site between now and may will delve a little deeper into the content of the Expo and how the event will be addressing the theme. The schedule of the articles that will appear through May 2015 is included below.

• November/December 2014 - Introduction to the 2015 Milan World Expo

• January - March 2015 - Monthly Expo-related topics

• April/May 2015 - News of the opening and early reviews of the 2015 Milan World Expo

April/May 2015 Essay

"Feeding the Planet, Energy for Life: A New Expo for a Changing World"

April

     With less than a month to go until the opening of the Milan Expo, this final essay of the 2014-15 special series will be presented in two installments. Initial April information, posted now, will focus on final pre-opening day preparations and additional facts for potential visitors, with a few more details on U.S. participation at the event. Shortly after the May opening, initial coverage of the event, and if possible, views of some of the finished facilities, will be added (my queries to obtain press certification for the event, however, did not receive a response, nor [unfortunately] will I be able to attend). For those just joining the essay section, all previous Milan Expo-related articles can be found in the Essay Archives. Those essays include information on the background of World's Fairs/World Expos in general, details on the Expo theme, and information on Expo participant countries, with examples of some of the concepts for the individual country pavilions which will be found at the event. As always, more event details are available on the Expo 2015 website at www.expo2015.org.

Getting Ready for the Opening

     As seems to have become the case with large international events, two concerns appear to be present for the Milan Expo - whether or not the facilities will be ready in time for opening day, and how security measures for the millions of expected visitors will be put in place. In one article relayed by BBC Worldwide from global wire feeds, news from the Italian publication La Stampa was reported as saying that while protests (though not necessarily Expo-related) are planned on days either preceding or shortly after the Expo's opening date, stringent security measures have been put in place. (n1) According to the article's author, those measures will include a site "surrounded by walls and fences 3.15 meters tall, . . . four access points for visitors on foot, with 162 turnstiles and 108 X-ray devices with anti-explosive detectors to check bags, . . . passive security . . . guaranteed by drones, and [over 2,600 agents/security personnel] . . . supplied by the Police, the Carabineri and Finance Police, and the Army. They will be mobilized 24/7 until the end of October." (n2)

     Whether or not all the facilities will be ready when the gates to Expo open remains to be seen. The "Belvedere in Citta" drone video feeds, which have been recording progress on site construction, appear to have either slowed or been discontinued. As of the time this article was posted, the last video which could be located was from March 13. That video, included below, shows substantial progress since the the "Belvedere in Citta" link included with an earlier essay, but with much remaining to be completed.

"Belvedere in Citta" drone video of the construction on the Expo site from March 13. (If the video doesn't load, it can be viewed at www.youtube.com/watch?v=-xFZbCJnGUg).

     One Expo blog, found at http://expo2015-milano.blogspot.com has an expanded list of links for individual country pavilions and their Expo information, and the page also shows a few images taken during the construction of some of the pavilions shown in the February and March essays. For those interested in the virtual side of the Expo, the official Expo app is available free of charge on the Apple Store and at Google Play. Those interested may learn more about the app at www.expo2015.org/en/learn-more/digital-expo/expo-milano-2015-official-app. Also, as reported earlier, the event will have a virtual presence for those interested in "visiting" the event via the computer. The site for the Virtual Expo is www.virtual.expo2015.org. For those contemplating a in-person visit, pre-event ticket prices are now slightly higher. An explanation of ticket options can be found at www.expo2015.org/en/news/all-news/all-you-need-to-know-about-tickets-for-expo-milano-2015, and a list of ticket prices can be found at www.expo2015.org/en/ticket-price-list. Prior to January 1, 2015, the price for an adult one-day ticket was 32 Euros. That pre-event online price is now 39 Euros for an open-date ticket, and 34 Euros for a fixed-date ticket. Other options include family packages, two and three day passes, a season pass, night tickets and tickets to only the Cirque du Soleil show.

The U.S. Pavilion - American Food 2.0

     While many of the country pavilions which will be at the event receive their funds from the government, the U.S. Pavilion will not. The U.S. Pavilion is the product of Friends of the U.S. Pavilion Milano 2015, led by the James Beard Foundation, the International Culinary Center and the American Chamber of Commerce in Italy. Partners in the pavilion include companies like General Electric, Boeing, 3M, Microsoft, Pepsico, and Uber along with several U.S. agricultural-related councils and organizations, plus many others. The full list of partners is available on the U.S. Pavilion website at www.usapavilion2015.net. The full theme for the pavilion is American Food 2.0: United to Feed the Planet. According to the Pavilion website, the site will "showcase the United States as an innovator not only in the food sector, but also in many aspects of culture, science and business . . . Using interactive exhibits and state-of-the-art digital media, the USA Pavilion at Expo Milano 2015 will highlight American industry, products, and entrepreneurship within the contexts of sustainability, nutrition and health, technology and innovation." (n3) The theme image here is from PR Newswire photos (http://photos.prenewswire.com/medias/switch.do, also http://photos.prnewswire.com/prnh/20140416/697317-b. See more artist renderings of the site on the USA Pavilion website or the architect's website, listed below).

     The architect for the pavilion was James Biber of Biber Architects, New York (www.biber.com). The firm describes itself as a "design-led architecture firm" which approaches projects with "the idea that a client deserves a building or interior or exhibition or urban design that is uniquely theirs . . . [and] the idea that these projects should be based on their identity is an approach we have pioneered . . . [which] we call . . . "The Architecture of Identity." (n4). The company describes the pavilion as follows:

     "The pavilion opens its airplane hangar sized door to the main pedestrian approach, like an invitation to enter, and is as open, airy and breezy as a building can be. The Boardwalk (made of recycled lumber from America's boardwalks) rises to the second level, concealing a defined exhibition below (where a queue will be managed) and is the main forum for self-guided viewing. The rooftop terrace features a variable glass shade and energy generating panels above, and a translucent floor below. It will be a nightly party for the rooftop-craving Italian crowds. But the main architectural feature is a football-field-length Vertical Farm featuring a variety of harvestable crops in a vertical array. It is as though a typical horizontal field was rotated . . . to become the side of a building. It's not our proposal for serious urban or vertical farming, which is usually indoors, but a didactic display talking about the past, present and future of the American farm, and the American diet. In addition to 'farmers' working the (vertical) fields every day, there will be spectacular performances on the vertical wall; like the Flying Wallendas meet Martha Graham in her ballet for Aaron Copeland's Appalachian Spring. Graham's 1944 performance, with Merce Cunningham as the Revivalist, was the quintessential expression of the modern American Identity in dance and music. We hope that the harvest ballet will act as this moment's American Food 2.0 identity. The pavilion itself is a scaffolding for ideas, a rethinking of the nature of the Expo pavilion and of America as a force in the food world." (n5)

     Several features of the Pavilion will be unique. The vertical crop wall (hydroponic farm) will feature "Forty-two varieties of fruits, vegetables, grains and herbs . . . irrigated by a drip system and harvested every two weeks during the Expo." (n6) There also will be a smart-glass roof canopy. The Pavilion "will be topped with a canopy comprising 312 glass panels, each measuring 3.3 feet by 9.8 feet, for an installation totaling roughly 10,000 square feet in area . . . The panels . . . will transition in seconds . . . from opaque to transparent states in response to enviromental conditions as well as prompts from visitors via a touchscreen." (n7) "Food Truck Nation" will feature "six custom-built food trucks serving up regional American street foods - both traditional and creative interpretations with a nod toward wholesomeness, sustainability and health. The menus . . . will span such iconic American foods as hamburgers, BBQ and lobster rolls. Classic American desserts and specialty beverages also will be on offer." (n8) And the Pavilion also will include special exhibits, cultural programs and a food and tech innovation accelerator. In the city of Milan, the James Beard American restaurant, in conjunction with the Expo, will "provide a showcase for great chefs, products, ingredients, beverages and other American gastronomic delights." (n9)

Food, and More Food

     Feeling hungry yet? The countdown to the opening day of Expo has begun. In case you're getting hungry reading this, perhaps you'd like to try out some of the international recipes offered through the "Women for Expo" portion of the event. On the "Recipe for Life" page, women have been invited to submit recipes to be shared with the world. If you'd like to see what's there, you can visit the page at www.we.expo2015.org/en/recipes-for-life. Then come back again in May for news of the Expo's opening!

May - EXPO 2015 IS NOW OPEN!

     After months - even years - of waiting, Expo 2015 has arrived and will remain open through the end of October. The world's gastronomic gathering kicked off under gray skies last Friday (May 1). Most major print, broadcast and online news outlets have reported the following bits about the Milan Expo over the last few days:

     Festivities began the evening of April 30 with an outdoor concert in the Piazza Duomo in Milan. Stars of the evening included pianist Lang Lang and well-known Italian tenor Andrea Bocelli. Bocelli sings his song for the Expo, "La Forza Del Sorriso," in the video below. CNBC, The Guardian (British), Yahoo Online and others reported that the following morning, May 1, protests did break out in Milan proper. However, the Expo grounds are located about ten miles away from the city's downtown, and the protests did not interrupt the opening event there, which included an address by Pope Francis broadcast from Vatican City.

Italian tenor Andrea Bocelli sings his song for Expo, "La Forza Del Sorriso." (If the video doesn't load, it can be viewed at www.youtube.com/watch?v=MF5Lc6P2-ig).

     The protests in town, however, did leave their mark. CNBC reported that "a large anti-Expo march through the center of Milan was overtaken by anarchist groups that smashed shopfronts and clashed with police . . . Although most of the march was peaceful, around 200 demonstrators threw rocks, in addition to setting off flare and smoke bombs." (n10) Reports from a British news organization said of the "No Expo" movement protesters that "they have been angered by Expo's reliance on volunteer workers, the involvement of corporations like McDonalds and Coca Cola, and a perception that much of the public money ploughed into the project has been lost to corruption." (n11) Other early problems cited included food delivery problems and delays in visas/accreditation. (n12)

     The host country, however, seems determined to make the Expo, which is expected to draw about 20 million visitors, work and work well. To counter the damage done by the protesters, some reports said that on Sunday (May 3), "thousands of Milan residents, led by [the] mayor . . . marched through Italy's financial capital to protest violence that left much of downtown trashed on May Day . . . [and] hundreds of the marchers . . . also removed graffiti and helped repair other damage by protesters." (n13) No reports of additional conflicts or protests have been found.

     Given the size of the grounds of the Milan Expo and the amount to see and do, it will probably take time for more detailed news of the event to trickle out. Though it is difficult to say without actually being there, early video-based reports seem to indicate a steady flow of foot traffic through the event, particularly some of the country pavilions (with an occasional worker spotted here and there putting finishing touches on landscaping or the exterior of a structure). For the most part, however, the full depth, breadth and relevance of the contents of the Expo are still being discovered. One UK reporter wrote that "the most earnest themes are being interpreted with what should be crowd-pleasing invention." (n14). Another reporter, comparing the dozens of country pavilions with widely varying individual themes and architecture, said that they seemed like buildings "lined up in aesthetic disjunction, like words pulled from a hat by a Dadaist poet." (n15) To borrow from Expo's food-related terminology, this first week has only been the "appetizer" for the full event, with many of the "flavors" of Expo still to be sampled and digested . . .

     Will the Expo be a success? That may depend on how the criteria for success will be defined. The answer to the question is not likely to come, however, until the event has concluded and the gates have been closed after the last visitor leaves. Some may evaluate the event in financial terms, or by numbers of visitors or by its usefulness as an instrument of public diplomacy. But "success" may also depend on what each visitor takes away from the Expo. If millions of people can walk away with a better understanding of a matter of global importance and become participants in a new global dialogue -- while at the same time (hopefully) enjoying themselves and sampling a variety of foods from around the world -- then perhaps the event will have a lasting effect even after the gates close in October.

     For the most up-to-date information between now and October, visit the Milan Expo website at www.expo2015.org. Though is seems unlikely at this time that I will be able to attend, site visitors who are planning a trip to Milan are welcome to send comments or photos from the Expo. Where possible, the comments and photos will be posted to the site's Twitter or Facebook pages. This concludes the 2014/2015 special edition essay section for now, but all Expo-related essays will remain in the site's Essay Archives. Please come back in June and see what's new for Summer 2015!

FOOTNOTES - The footnotes are indicated in the text in parentheses with the letter "n" and a number. If you click the asterisk at the end of the footnote, it will take you back to the paragraph in which the citation was located.

n1 - BBC Monitoring European from wire feeds/La Stampa website, Turin Italy, by Poletti, Fabio, "Drones, Soldiers and Cameras: The Plan to Defend the Expo," La Stampa, March 31, 2015. BBC Monitoring European, London: BBC Worldwide Limited, April 2, 2015, ProQuest document ID http://search.proquest.com/docview/1668272959?accountid=9840. (*)

n2 - Ibid. (*)

n3 - "USA Pavilion," from the American Food 2.0/USA Pavilion website, viewed online April 2015 at http://www.usapavilion2015.net/pavilion (*)

n4 - Biber Architects website, "About," viewed online April 2015 at http://www.biber.com/about/biber-architects. (*)

n5 - Biber Architects website, "USA Pavilion EXPO Milan 2015," viewed online April 2015 at http://www.biber.com/architecture/civicurban?project_id316&project_page=overview. (*)

n6 - Boettcher, Kerry, "Biber Architects Designs an Open, Transparent and Sustainable Pavilion for the USA," World Architecture News online, March 25, 2015. Viewed online April 2015 at http://www.worldarchitecturenews.com/project/2015/25406/biber-architects/expo-2015-usa-pavilion-in-milan.html (*)

n7 - Busta, Hallie, "A 10,000-Square-Foot Smart-Glass Canopy for the US Pavilion at the Milan Expo," Architect Magazine online, March 10, 2015. Viewed online April 2015 at http://www.architectmagazine.com/technology/a-10-000-square-foot-smart-glass-canopy-for-the-us-pavilion-at-the-milan-expo_o. (*)

n8 - "Programs," from the American Food 2.0/USA Pavilion website, viewed online April 2015 at http://www.usapavilion2015.net/programs (*)

n9 - Ibid. (*)

n10 - Han, Phil. "Rioters in Milan Smash Shopfronts, Throw Smoke Bombs as Expo Opens," CNBC online, May 1, 2015, viewed online May 2015 at www.cnbc.com/id/102640250. (*)

n11 - The Guardian Online, "Violence Overshadows Start of Milan Expo as Plice and Protesters Clash," The Guardian Online, May 1, 2015, viewed online May 2015 at http://www.guardian.com/world/2015/may/01/milan-expo-violence-overshadows-opening-day. (*)

n12 - Ibid. (*)

n13 - CNBC.com news report, "Thousands Turn Out to Clean Milan After May Day Clashes," CNBC.com, May 3, 2015, viewed online May 2015 at http://www.cnbc.com/id/102643461 (*)

n14 - Peregrine, Anthony, "Milan Expo 2015: What's the Point?" UK Telegraphs, May 1, 2015, viewed online May 2015 at http://www.telegraph.co.uk/travel/destinations/europe/italy/11574335/Milan-Expo-2015-whats-the-point.html (*)

n15 - Lasky, Julie, "A Feast of Architectural Styles for Expo Milano 2015," New York Times, April 28, 2015, viewed online May 2015 at http://www.nytimes.com/2015/04/28/arts/design/a-feast-of-architectural-styles-for-expo-milano-2015.html?_r=0 (*)

LINKS LIST - The list of links external to the website found in the essay.

BIBLIOGRAPHY - The bibliography for the April/May essay is included below.

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