China Corporate United Pavilion
China Corporate United Pavilion of Expo Milano 2015 in Italy (hereafter referred to as CCUP) is organized under the leadership of China Council for the Promotion of International Trade (CCPIT) and Shanghai municipal government with its Executive Committee consisting of the backbone team of 2010 Shanghai World Expo. With“Chinese Seeds”as its theme，CCUP along with excellent national enterprises and brands will make their first appearance on the international stage of the Universal Exposition, with a self-built pavilion.
At the 1915 Panama Expo, Chinese brands made their first appearance on the world stage. After 100 years, CCUP, just as the “Chinese Seeds”, with “century-old Expo, millennium inheritance and world’s attention” and “great renaissance of national brands” as its position，will exhibit the unique charm of Chinese enterprises, the historical inheritance of century-old national brands, and the sustainable solution of resource scarcity to explain the Chinese philosophy as harmony between man and nature, to become the bridge to communicate with the world in fields like resource, food, technology, energy and to show that Chinese enterprises are like seeds which are “historically inherited for centuries”,“indomitable” and “willing to give back to our nation”.
As member of Chinese Academy of Engineering and world-famous “Father of Hybrid Rice”, Mr Yuan Longping is the image ambassador of CCUP and he also sent wishes to CCUP as“Chinese seeds change the world”.
Image Ambassador of CCUP：“Father of Hybrid Rice”Yuan Longping.
[Photo from expochina2015.org]
Logo:"Gathering of little dots"
CCUP takes "Gathering of little dots" as its identity. The green dots stand for "seeds"，meaning all the participants uniting as one. The falling and gradually magnifying dots not only resemble the moment when seeds fall down and kiss the earth but also the accumulation of lives. The dark brown letters in the bottom are like the fertile soil which feeds the seeds.
Logo:"Gathering of little dots" [Photo from expochina2015.org]
The Mascots of CCUP
“Spero”and “Seme” are the two mascots of CCUP. The bigger one, “Spero” means “hope” in Italian. It is inspired by the egg and its moral is life, hope, unknown and power. It implies a vivifying CCUP.
The shape of the egg echoes the theme of CCUP “Chinese seeds” and adds intelligence to the mascots. The three theme colors are red, white and green. Red stands for China and green for seeds. They together consist of the colors of the national flag of Italy.
The smaller one is called “Seme” which means “seeds” in Italian and implies“hopeful seeds” together with “Spero”. “Seme” is inspired by the egg and kernel meaning seeds, grain and energy and it echoes the theme “grain” as well. It looks like a new-born baby which represents new things. It is in concordance with “Spero” and echoes it in size.
The theme color of “Seme” is yellow meaning grain and represents the color of new-born child. The mascots are round, full and lively. They have a succinct model but are interesting as well. Also, with a strong symbolic and modern sense, they are likely to have more commercial use.
The pavilion is designed by Architectural Design and Research Institute of Tongji University Ltd (Group), getting the inspiration from the power and movement of germinated seeds.
Outside the steel structural frame is the respirable white translucent material; the overall shape takes the idea of “harmony between yin and yang”and “mutual reinforce between inside and outside”, which explains the seeds of all beings. Whereas the interior area explains “the shape of life” with the DNA helix structure. The big ramp at the main entrance leads all the way from the ground to various exhibition areas in the pavilion, surrounding the ellipse green core in the center.
The core design and architect team are all from domestic source and all the steel and membrane structure needed is also made by Chinese enterprises. CCUP shows the charm of China from the very beginning through construction. Now a group of state-owned enterprises and private corporations have confirmed their participation and further improvement will be made concerning the display plan with the integration of enterprises.
CCPIT and Shanghai municipal government are paying high attention to CCUP and several meetings have been called to hear reports on its preparation progress. Matteo Renzi, the Prime Minister of Italy, has made a special trip to Shanghai in June 2014 to meet with the representatives of the Executive Committee of CCUP and the cooperation partners and expressed his recognition and appreciation to their work. The Executive Committee of CCUP is responsible for the preparation of CCUP with its secretariat for the actual execution. There are also divisions like Exhibition Cooperation, Event Forum, Project Construction, Display and Plan, Promotion, Fashion Development, Visitors Service, Integrated Management and etc.
CCUP will make an overall plan and exhibition arrangement to intensively showcase the innovation of Chinese wisdom and the enterprise spirit of Chinese corporations - willing to fulfill their responsibilities and seeking to give back to our nation as their duty. Apart from daily exhibitions, CCUP will also arrange events like Theme Week, Theme Day, Forums, ‘One Day One Brand’, etc to showcase Chinese enterprises in all aspects during the 184-day Milan Expo. CCUP is also the official ticketing agent partner of Milan Expo in china. It has already started cooperation with Jinjiang Group. The Expo ticket sale is to start soon all over China. With the responsibility of Expo participant, CCUP along with the excellent Chinese national enterprises and brands will make “Chinese Seeds” shine bright in Milan!