At this year’s Spring Racing Carnival in Melbourne, held at the beginning of November, the creative hats of the visitors were not the only eye-catching things on display. There were also the exquisite sponsor pavilions. The Kennedy Luxury Group relied on a design by the architects from La Cellula Lab for a temporary exhibition structure, which transported visitors to a modern-day equestrian wonderland.
As general contractor, Expomobilia was responsible for implementing the intricate modular building design of La Cellula Lab. The contract included project management, engineering, production, transport to Australia, and on-site supervision of the installation. The Expomobilia team faced two challenges at once. First, the project had to be implemented according to Australian standards and each element had to pass through Australian customs on time. This left only eight weeks to plan and produce the project. Second, the pavilion is to be used over a period of five years, which means that the
modular system construction had to be of such high quality that the pavilion could be erected and dismantled several times. A balancing act that the Expomobilia team mastered with flying colours.
At the World Exposition, Switzerland takes visitors on a journey of discovery through its alpine hiking paradise. The «Reflections» pavilion is divided into three dramatic acts and welcomes guests from afar with a national Swiss cross reflection, that is visible in the roof of the modular system construction. In the first open-air act and protected by parasols, visitors become familiar with traditional Swiss values. The actual entrance to the modular building then appears in form of a crystal cave. In the second act, visitors can hike through a sea of fog, climbing up to the summit with breath-taking panoramic views of the Swiss mountains whilst discovering «opportunities and possibilities». The third act, a temporary exhibition structure on the ground floor, focuses on innovations from Swiss companies and start-ups.
MCH Live Marketing Solutions AG and Expomobilia are successfully on track for the World Exposition. Following the mandates for the pavilions from Finland, Holland and Norway, the award of the «Präsenz Schweiz» contract by the Swiss Federal Department of Foreign Affairs (FDFA) is a great honour: «We are extremely pleased to be able to make Switzerland's official appearance at the World Expo in Dubai. Expo 2020 focuses on sustainability, for which Switzerland is a highly credible country», enthuses Florian Faber, CEO of MCH Live Marketing Solutions Ltd. The design concept was created by Zurich-based «OOS Architekten» in collaboration with the three-dimensional communication studio «Bellprat Partner» and «Lorenz Eugster - Landschaftsarchitektur und Städtebau». As implementation partner, Expomobilia is responsible for the entire modular system construction of the design concept. «As a renowned Swiss company, we are very proud to have received the mandate for the Swiss Pavilion in Dubai following our work for their modular buildings at the World Expo 2017 in Astana», reports Roger Kornmayer, Head of Pavilion Department at Expomobilia AG.
Together with the design team of “Rintala Eggertsson Architects” from Oslo and the live content specialists “Five Currents” from Los Angeles, Expomobilia will be responsible for all modular system construction activities in its role as general contractor. The close relationship between Norwegians and the ocean living environment with its maritime treasures will take visitors on a journey through an underwater world. The modular building is made from aluminium and glass panels, externally reminiscent of a ship, and will boast an interior based on an underwater topography. With sophisticated light technology, this temporary exhibition structure will have sleek furnishings: New technologies and innovations from the field of event technology will capture the atmosphere and allow visitors to immerse themselves in the ocean experience. Digitally guided tours will provide an insight into an often-hidden world and allow the topic of sustainability to be explored. Fishing and the rich maritime culture are to be brought to life both physically and with augmented reality.
Florian Faber, CEO of MCH Live Marketing Solutions AG, is delighted about what turned out to be the third pavilion project in Dubai: “We had already been able to announce our role as general contractor for the construction of the Finnish and Dutch modular buildings. For “Innovation Norway”, we will also take on responsibility for general project management with respect to the spatial and scenographic representation of Norway at the 2020 World Expo. This is a great honour for us and will once again showcase our global expertise in producing sustainable temporary exhibition structures for brand staging in a global setting. Norway’s pavilion will bring visitors under the spell of the ocean and its underwater world.” As a market leader in modular system construction, Expomobilia is committed to sustainability. The plans for the pavilion, which is modelled on a ship, do not involve the elaborate fixed anchoring of the pavilion in the foundation, meaning hardly any concrete is required. Following the World Expo, it will be possible to reuse practically all of the construction elements. Norway attaches great importance to ensuring the highest possible sustainability ratio – a credo that Expomobilia has also maintained for a number of years.
A consortium comprising Expomobilia, V8 Architects, Kossmann.dejong and Witteveen+Bos has been selected to design and construct the Dutch pavilion in Dubai. The award was made following a European tender procedure with a total of eleven consortiums participating.
The winning bid will give the Netherlands a pavilion that stands out when it comes to circulation and the use of innovative, sustainable technologies. The modular building is to feature a circular climate control system, seamlessly integrating it with the Netherlands' chosen theme: 'Uniting water, energy & food'. Visitors from both the private and business spheres will be treated to an intense sensory experience of natural phenomena, while the overall architectural appeal of the temporary exhibition structure is to be an inspiration within the Dubai premises. In addition to designing and constructing the pavilion, the consortium will also be responsible for integral maintenance and dismantling. The design was presented in December 2018.
The consortium brings together the necessary expertise for the project, with experience in modular system construction (Expomobilia), architecture (V8 Architects), interactive visitor experiences (Kossmann.dejong) and integral installation and construction engineering (Witteveen+Bos). The team can also boast a strong network in Dubai and close collaborations with Dutch start-ups and innovations.
The 35th universal exposition will take place in Dubai from 20 October 2020 until 10 April 2021. This will be the first time an international exposition is held in the Middle East. Some 170 participating countries will present ideas, innovations and technologies inspired by the Expo theme 'Connecting minds, creating the future'. The Dutch participation aims to offer a platform to Dutch stakeholders from both public and private sectors, helping them to strengthen their networks and positioning in the Gulf region – not just during the EXPO but also during the lead-up to the event.
For more information about the Dutch representation, please visit:
“Snow Cape” is the name of the temporary exhibition structure with which Finland is going to present itself at the World Exhibition 2020. Inspired by the white blanket of snow which covers the Finnish landscape in winter, the Finland Pavilion resembles a white tent made of snow. The visual identity of Finland Pavilion is incorporating both Finnish and Arabic cultures, starting with the main entrance which gives an impression of arriving in an Arabic tent. Finnish natural design and innovation is combined with Arabic visual features. Finnish components and materials have played an important role in the design of the Snow Cape pavilion. Finland has a unique and extensive tradition of design and architecture. The modular building may be viewed as a design object relating to the history of this heritage. Within the complex and visually noisy Expo environment, Finland Pavilion offers clarity and serenity. From outside the shape is simple but refined. In the middle of modular system construction, a dynamic wooden space “Gorge” is carved into the building, offering Expo visitors a pleasantly cool and shady retreat. The “Gorge” also relates to the unique Finnish history of innovation, which often requires thinking “out of the box”, with elements of surprise. In the pavilion, the surprise is the wooden heart and exhibitions inside. In addition, Finland pavilion is a place representing Finland's closeness to nature and personal exchange, in accordance with the motto of the EXPO 2020: “Connecting Minds, Creating the Future”.
From 20th October 2020 to 10th April 2021, Dubai will host the next world exposition. More than 180 countries will be taking part, under the theme "Connecting Minds, Creating the Future”. EXPO 2020 is the first world expo in the Arabic-speaking region. The organisers expect that about 70 percent of the visitors will come from other countries. On behalf of Business Finland, the project team called “Finland Pavilion building team” – consisting of the companies Expomobilia, JKMM Architects, Factor Nova, Beyond Limits and FiveCurrents is responsible for the planning and modular system construction of the Finnish pavilion in Dubai. The concept, planning and execution of the Finnish temporary exhibition structure is being undertaken by JKMM Architects (Helsinki, Finland) and Expomobilia - MCH Live Marketing Solutions AG (Zurich, Switzerland). JKMM Architects with help of FiveCurrents and Factor Nova have put together the design concept for the modular building and Expomobilia, as global general contractor, is looking after the overall planning and project management in the implementation process. The partners Factor Nova (Finland), Beyond Limits (UAE) and FiveCurrents (USA) have an advisory and support role across all phases of the project from design to delivery.