Concept

EXPO has been the largest international exhibition in the world since 1851, when – with the active support of Prince Albert, husband of Queen Victoria – the first Great Exhibition of the Works of Industry of All Nations was held in London, at the Crystal Palace in Hyde Park. Since then, EXPO has grown exponentially, while maintaining its principal mission: to showcase novel and noble ideas.

From the beginning, EXPO exhibitions have featured innovative, new products designed to change the way that we live. While they still serve to promote international trade and the establishment of closer links among nations, they also showcase accomplishments in various other fields, including art and design, tourism, show business and advertising.

Development

The history and evolution of EXPO reflects the development of society and its interests. To date, there have been three main eras in the EXPO world: those of industrialization (1851-1938), cultural exchange (1939-1991) and nation-branding (1992-present).

During the era of industrialization (1851-1938), the EXPO exhibitions focussed on promoting trade and on showcasing the latest technological advances. The most significant of these exhibitions – in 1851, 1889, 1893, 1900, 1904 and 1915 – were platforms where state-of-the-art inventions, such as the telephone, were presented.

Then, beginning with the 1939 EXPO in New York City, the emphasis shifted to intercultural exchanges and issues of humankind. Expositions became more future-oriented and “utopian” in scope.

The EXPOs in Brisbane, Australia (1988) and Seville, Spain (1992) heralded a new period, in which countries began to use World Fairs as a central platform for improving their national images through their pavilions. At the 2000 EXPO in Hanover, Germany, 73% of all pavilions were set up for this goal.

In a world where a strong national image is a key asset, pavilions have become advertising campaigns, and EXPO is actively being used as a vehicle for “nation branding.” The investment of resources for participating in EXPO World Fairs is widely considered to provide substantial returns, as the public exposure that each EXPO pavilion receives is immense.

The EXPOS of the 21 century now embody elements of all three eras. They present new inventions, facilitate cultural exchange based on a theme, and are used for city, region and nation-branding. Speaking poetically, they are designed to express the hopes and aspirations of humanity, to help people discover new aspects about themselves as individuals and about the world that we all share.

Significance

The EXPO exhibitions are the third largest event in the world in terms of economic and cultural impact after the FIFA World Cup and the Olympic Games. At a time when both information and goods can be easily obtained through the internet and other technologies, EXPO exhibitions remain a place to make new discoveries, to make new friends and – above all – to experience a feeling of unity with one’s fellow human beings.

The EXPO exhibitions exhort the people of the world to use their creativity and to strive for new undertakings. Like its predecessors, the Shanghai EXPO 2010 is accessible to the general public and will bring together people from nearly every country on the planet, in a grand celebration of humanity’s accomplishments.

Shanghai EXPO 2010

EXPO 2010 will take place in Shanghai, China, from May 1 to October 31, 2010. The exposition site occupies an area of 5.28 square kilometres on both sides of the Huangpu River in central Shanghai, in the vicinity of the Nanpu and Lupu bridges.

The central theme of EXPO 2010 is Better city, better life, reflecting the increasing urbanization of humanity. If in 1800 only 2% of the world’s inhabitants lived in an urban environment, then according to UN forecasts, this figure will have risen to 55% by 2010.

The manner in which our cities evolve will determine our future quality of life. Therefore, the Shanghai EXPO 2010 will be a reflection of both idealistic hopes and pragmatic planning, of both the emotional and rational aspects of urban life. What kind of cities do we wish to live in? Blossoming, singing, industrial, cosy, ascetic, ecological, entertaining, healthy, cultural, bohemian, unconquerable, or perhaps soaring?