Expo Milan 2015 Consortium

1
international
special projects
EXPO 2015 - MILAN

32
international
special projects
EXPO 2015 - MILAN

54
About MCI: we bring people together to create meaningful connections
“Within MCI, we believe that live and face-to-face communications are
defining moments of exchange and change that influence the audiences’ hearts,
minds and behavior, and that leverage human capital and connections is the
key to reach every kind of objectives and dreams.”
Sebastien Tondeur, CEO - MCI Headquarters, Worldwide
MCI Group is one of the fastest growing companies in its field of
competency and already a World leading global event company dedicated
to consulting, live communication and event management for brands,
corporate clients, international committees, associations and institutions.
MCI Group delivers live communication experiences, permanent events
(museums…) and major public events, like World Exhibitions, inaugural
shows or grand ceremonies (sporting events, World Cups, Olympic Games,
celebrations, anniversary celebrations...). We possess trusted and proven
industry recognised expertise in delivering projects of any scope from
intimate shareholder groups to large congresses. We design engagement
solutions tailored to an organisation’s specific need, delivering a creative live
experience that enhances the impact of the client’s message.
MCI Group has a network of talented and creative event specialists in
49 offices, across 24 countries. Our knowledgeable locally based experts are
part of a global network of skilled event professionals and creative delivery
partners. This enables MCI to envision and create unique solutions, matching
the clients’ objectives wherever they are in the world. These multicultural
hubs manage client projects on a day-to-day basis while, driven by a
strategic core team in Europe (Switzerland) our creative services team strive
to always incorporate local flavour from the national cultures, histories and
policies, bringing messages and content to the fore and making it relevant
and impactful, always keeping the target audience experience in mind.
Every relationship we have within and outside of the organisation,
with our colleagues, clients and stakeholders is founded upon strong core
values. These Core Values guide and steer our actions and behaviour, bring
us together to give meaning to our company’s activities. They help clarify and
sustain our efforts in an evolving marketplace environment.
At MCI, we are more about listening and understanding, we show
more heart, efficiency, more spirit, energy and motivation, greater results,
more innovation, creativity and solidarity.
And, on the top of this, MCI is… Independently owned… Financially
Sound and… Continues to grow Responsibly through its pioneering approach
to Corporate Social Responsibility based on a triple bottom line: People,
Planet, Profit, while helping leading events worldwide to manage their impact
on society and environment.

76
About MCI: Adding value through SUSTAINABILITY
“We believe that our quest for a sustainable future starts with our own
organization. Dedicated to establishing sustainable processes and supporting
community projects across the group, MCI invested over €173,000 in its own
sustainable efforts in 2012.”
Guy Bigwood – MCI Group Sustainability Director
At MCI, our purpose is building community; that is helping our
clients create and nurture meaningful and long lasting connections with
their stakeholders and audiences. By embedding sustainability into our
culture, operations and client services, we run a better business and can help
organisations perform better to improve efficiency, quality and innovation
within a sustainable development reality. Our Sustainability Services bring
leading edge expertise and added value to clients to help them to make
cost savings, reduce their negative environmental impact and build positive
reputation.
MCI has worked with a wide number of clients on designing
sustainable events, measuring and mitigating their impact together with
using internationally respected sustainable event management systems
and reporting frameworks. Clients include the EU Presidency – Denmark,
UN Global Compact Summit, NYC, UN COP15 Climate Change Conference,
Copenhagen, UN Rio+20 Corporate Sustainability Forum, World Business
Climate Change Summit, Copenhagen, International Climate Change
Conference, Hong Kong and Symantec Vision Event.
For clients, MCI has partnered with leading industry carbon
consultancies to develop special tools which integrate directly with our
registration system; this is a cutting edge practice in the events industry
that provides great accuracy, flexibility and ease for clients interesting in
organizing a sustainable event. MCI is committed to observe an ‘engagement’
approach with clients and suppliers to optimise desired results. MCI offers
additional support packages for organisations that need to be conscious of
their events’ impact on the environment and on society and want to become
leaders in their industry through sustainability.
MCI as standard practice offers:
1. All events are assessed for safety and sustainability risks using our advanced ESST
Tool
2. MCI staff follows standard operating procedures to improve sustainability in 9 areas
of the event
3. Clients are provided with options to improve impacts, increase event results and
improve the participant experience
4. Full measurement and reporting services are offered to clients
5. Clients are offered the possibility to certify event management processes with the
recently released ISO20121 and using the GRI Event Organizers Sector Supplement.

98
Milan 2015: “Feeding the Planet, Energy for Life”
Universal Expositions are key defining moments in today’s modern times. Through these major global events, the world has been introduced to
incredible innovations, global trends and next-generation collective challenges.
Expo Milano 2015 will be a worldwide platform for food and sustainability discussions, best practices, networking, cooperation and innovation, that will attract
over 20 million people and more than 131 nations (current figure) in a centrally located 420 acre site in Milan, Italy.
As an international company with a local office, links and production facilities in Italy (Rome) as well as a major creative and production structure – MCI
Creation, based in its Headquarters of MCI in Geneva (Switzerland), 2 hour drive from Milan, MCI Group is ideally positioned to:
• Create, for participating countries or thematic pavilions, a global platform, from strategy to creation, from production to
implementation, from hospitality to media promotion, inventing great stories that convey our client’s messages.
• Deliver tailor-made and efficient brand experiences, regardless of the exhibition concept chosen by the clients: complete turnkey
pavilions, self-built exhibition spaces or integration of clusters.
• Enhance the gloablity of the visitor experience at the Pavilion through the creation of a dedicated immersive environment that
celebrates the emotional connections between brand and audience.
• Provide, before, during and after the event, a press and Public Relations program to enhance and underline the messages, vision and
policies of the Pavilions’ exhibitors and affiliated sponsors/partners.
• Develop, throughout the project, digital hubs and tools, to manage all audiences, enhance content and create new interactions to
build a strong and meaningful digital community around the Pavilions.

1110
Methodology: a tailor-made association for your event
“To face the challenges of major public events, together with maintaining
the same quality of delivery, cost efficiency and innovative added value that
has always made our success, we have initiated a dedicated partnership for
this International Special Projects, with 4 complementary entities. All have
proven and trusted expertise, are client and project oriented and share the same
philosophy, values and business model as MCI…”
Sophie Deletraz - MCI Group Creative Director and International Special Projects Director
MCI provides live communications to create powerful, enriching experiences.
To influence behaviour and affect organisational change, we must truly reach
peoples’ hearts and minds. Face-to-face interactions are defining moments
of change. Through live communications, we bring a client’s message to
life, communicate it effectively and enhance its meaning. MCI’s mission is
to help Companies, Governments and Associations bring people together
to create connections and success. Delivering over 3,000 projects globally
per year, our industry experts develop all kinds of meeting and exchange
platforms and implement all forms of people networking systems for clients.
An infrastructure of 49 offices in 24 countries across Europe, Middle-East,
India & Africa, The Americas and Asia-Pacific allows us to provide anywhere
access to integrated and tailored solutions based a platform of best practices
and knowledge sharing. Our regional technology centres and global team of
live experience management experts allow us to provide our clients with the
most appropriate and relevant solutions to suit their organisational needs and
connect people virtually, remotely and in real time.
NUSSLI is a leading, international supplier of temporary structures
for events, trade fairs and exhibitions since 1941. The company provides
customised, integrated solutions from concept to final implementation.
These are characterised by brief implementation times and superior quality.
Thanks to a vast experience in pavilion construction, NUSSLI can implement
architecturally superior pavilion projects. The company works in close
collaboration with clients, architects, designers and creative partners, to
build impossibly creative and impressive structures on budget, creatively,
and safely. NUSSLI creates pavilions using every imaginable type of
construction method and frame construction halls, which can be quickly
built and dismantled just as quickly.
NUSSLI is headquartered in Switzerland. In addition to running international
subsidiaries in West European countries and the USA, the company is
represented by partners, own sales and project offices around the world.
They operate at local and international levels, forming project organisations
on the spot and implementing projects worldwide.

DORIER is MCI Group’s technical and production competency arm.
It’s the fusion of more than 100 specialists under the same roof and of a strong
network of international partnerships who understand specific client needs,
find out the most appropriate technical solutions and propose impactful
audiovisual and event production solutions to bring the cleint’s message to
target audiences. Working in close collaboration with creative and operational
teams at each step of the project, DORIER brings 35 years of expertise and
the added value of the latest technologies together with the most effective and
innovative equipment to its global concepts. This contribution is of strategic
importance to bring the clients beyond their imagination and breathe life into
the projects wherever in the world with the same criteria of quality, efficiency
and economic optimization. DORIER is headquartered in Switzerland and has
10 offices in Europe and Asia. Moreover, DORIER owns Perfectus, a technical
and production entity in Asia, which enables access to equipment locally,
minimising transportation costs and maximising value. Therefore, clients
benefit from an excellent leverage and purchasing power thanks to a global
network of partners.

1312
INTERNATIONAL SPECIAL PROJECTS DIVISION: Business Partners
The International Special Projects Division of MCI has selected two key
partners in the field of Public Relations and Content Design / Production
SEC Relazioni Pubbliche e Istituzionali
International Special Projects MCI Group PARTNER
Founded in Milan in 1989, SEC is an independent and international
communication group. With more than 130 professionals located in different
Italian cities - Milan, Rome, Turin, Parma, Naples, Bari, Udine, Treviso and
Messina - SEC is present through partnerships and direct investments also
in other Countries. Highly rated customer loyalty, enduring investments
in human resources and strong reputation: this is SEC identity. Media
Relations, Public Affairs and Lobbying (with a strong presence in Brussels
for EU activities), ideation of creative Events (concept, format and contents),
Marketing Consulting and Services (marketing strategies, direct marketing,
partnership and co-marketing) and Online Communication (digital PR, social
networking, construction of dedicated applications and web sites) are the
main services that SEC can provide to its Clients. In addition, SEC has
majority shares in companies specialized in other communication services
such as: Graphic and Design (Curious Design), hospitality and staff services
such as hostesses, stewards, promoters and interpreters, entertainers,
cleaning/facilities (HIT).
BRC Imagination Arts
International Special Projects MCI Group PARTNER
For over three decades, BRC Imagination Arts has been designing and
producing unparalleled visitor experiences, world expo pavilions and
attractions that engage, inspire and entertain millions of visitors. BRC has
created award-winning experiences for clients like Volkswagen, Heineken,
Disney, China Mobile, and General Motors. BRC’s projects have been honored
with more than 300 international awards for creative excellence, including the
Council of Europe Museum of the Year 2012, Multiple EVENT Gold Awards, 18
THEA Awards for Outstanding Achievement in immersive entertainment and
two Oscar nominations. With offices in California, Eindhoven and Shanghai,
BRC is active in all markets around the world, helping our clients create
“Experiences That Matter.”
INTERNATIONAL SPECIAL PROJECTS DIVISION: 7 key pillars with specific capacities
MCI NUSSLI DORIER
Global Concept
Strategy
- Strategic planning
- Audience analysis
- Global concept design
- CSR & sustainability
strategy
- Sponsoring strategy
- PR & media strategy
- Marketing Consulting &
Promotion
- Public Affairs & Lobbying
- Digital PR & Social
networking
Content Design /
Production
- Content & program
development
- Graphic design
- Communication tools
- PR & media tools
- Exhibition design
- Audiovisual production
(videos, jingles, films
screenings, ... )
- Live demos dvpt
- Virtual demos dvpt
- Applications & Web Sites
- Museography
Project
Management
- Event, exhibition & show
- Executive Production
coordination
- Schedule & plannings
- Management of venue
relations
- Budger supervision &
cost control
- CSR study / report
- Logistics set up
- Logistics staff
- Post event analysis
report
Hospitality
Program
- Hospitality and CRM
program
- Flow strategy
- VIP packages / protocol
- Sponsors / partners
coordination
- Special requests
- Promotional items
- Registration
- Transportation
- Security on site
- Hostesses
- Guests catering
- Staff accommodation
Architecture &
Interior design
- Interface / architects
- Overall supervision
- Construction detailed
project
- Mock-up
- CAD drawings & 3D
- Technical, mecanical and
electrical design
- Pavilion construction &
design
- Interior design
- Decoration / furnitures
- Technical & maintenance
- Staging
manuels
Production
Management
- Production of
projection, lightning,
sound, live broadcast,
special effects..
- Coordination with show,
exhibition & project
management
- Rehearsals coordination
- Show call
- Technical set up
- Technical staff
Show
Production
- Show development
- Show Design
- Choregraphy
- Artistic performances
- Music creation &
sound design
- Light, audiovisual &
projection design
- Entertainment, close up
& warm up creations
- Artistic casting &
management
- Costumes
- Art Direction
- Scenography
international
special projects
- Vision Planning
- Interactive Design
Software and Hardware
- Interactive Media
- CG - Ride Design
- Ride Design
- Master Planning
- Facility Impact Assessment
- Facility-to-Show Integration
- Exhibit/Show Post Expo
Close Out
- Show Water Effects
- Show Mechanical Effects
- Audio Software
- Video Software
- Exhibit/Show Technical
Operations
- Exhibit/Show Technical
Training
- Story Development

1514
Key and Core experts: we understand your strategy and create meaningful connections
The International Special Projects Division of MCI not only intends to
provide exhibition infrastructures and physical projects, but also immaterial
culture, unique experiences, experimentation, diffusion and transmission of the
theme “Feeding the Planet, Energy for Life” to generate knowledge for current
and future generations.
SOPHIE DELETRAZ
MCI Group Creative Director and International Special
Projects Director
Sophie Deletraz has 25 years of experience in creating and leading dedicated
BtoB and BtoC projects for corporate and institutional clients. In addition
to creative talents, her focus on quality, excellence, objectives and ROI has
always been part of her commitment as a MCI senior executive and stakeholder
since 1995. She shares her experience and creative vision with the 1300
multi cultural and passionate people involved in the 23 countries and 48 MCI
offices, who daily give life to response-driven, meaningful and energising
events. Today Sophie Deletraz is managing the Creative Services of MCI and
has access to an internal core team of 100 professionals under one roof in the
field of creation, content, communication and technical production.
JEAN-MICHEL LOUIS
International Special Projects MCI Group Consultant
An enthusiastic and dynamic business development executive, with a 20-
year track record of success in multi-million Euro prestigious global projects,
Jean-Michel has worked in highly competitive markets for ECA2, an event
brand of the Publicis Group and The Public System Hopscotch. Jean-Michel
Louis’s aim is to expend the business far beyond the countries boundaries
and to raise the flag of excellence and imagine distinctive experiences to
audiences across the world. The Football World Cup 1998 ceremonies, the
Eiffel Tower 2000 fireworks show, the AcquaMatrix Lisbon World Expo 1998,
the Toyota Aichi Expo 2000, the Athens 2004 Paralympic Games ceremonies
and the Swiss Expo.02 are prime showcases of his professional expertise.
The Shanghai Expo 2010 and Yeosu Expo 2012 were his latest challenges
with some major corporate pavilions and shows. He has produced major
permanent and semi-permanent multimedia exhibitions and shows (Sentosa
Islands, Nanjing City Mall…) with 90 % of his projects were and are run abroad
for international clients.
MARTIN JOOS
Sales Director Exhibition - NUSSLI - Pavilion, Exhibition and Event
construction
Martin Joos completed his diploma in Construction Engineering at the ETH Zurich
in 1995. He rounded off his studies with a postgraduate certificate in Industrial
Engineering/ Business Management in 1998. Martin started his professional
career in tunnel and infrastructure construction before joining Basler & Hofmann
in Zurich and Singapore, where he was latterly responsible for foreign markets.
He has been with Nüssli (Switzerland) Ltd since 2005, at first in the capacity of
project manager in the trade fair and pavilion construction sector; he has been
Head of Sales/Director Sales for the current Exhibitions business unit since 2009.
In this role, Martin has been responsible for projects including the construction
of the Serpentine Pavilions in 2007 and 2008, various sponsor pavilions at the
Olympic Games in Torino, Beijing, Vancouver and London, and pavilions for a
range of countries and themes at the World Fairs in Zaragoza (2008), Shanghai
(2010) and Yeosu (2012).
SEBASTIEN CHAUSSET
Director of ‘‘Production Department’’ - DORIER SA
Sebastien Chausset joined MCI Group in 2005 after 12 years of professional
experience in the field of the event technology. Passionate about new technologies
and design, with a Masters in Business Law, Sebastien Chausset manages a
team of technical directors, architects, graphic designers, decorators, lightning
engineers, sound and video technicians. He provides his expertise and vision in
project management.
Sebastien Chausset also works on implementing processes for the production
department and allowed DORIER SAto get the ISO 9001. Today, Dorier’s production
team has an incomparable experience and produce large-scale projects all around
the world for international brands, associations and public events.
MICHELE ADT
Marketing Services Consulting Manager, SEC Relazioni Pubbliche
e Istituzionali
Michele Adt is in SEC since July 2009, where he cared marketing consulting
projects (marketing strategy, partnership and co-marketing, geo-marketing,
direct marketing, events) for leading companies in different sectors as real
estate, energy, tourism and publishing. He managed also with big events as
Expo 2015 (the event “Expo Incontra Milano”) and three editions (2009-2011)
of the International Environment Festival of Milan. From 2001 to 2009 he was
marketing and communication director of one of most important italian human
resouces group. He developed marketing plans for both B2B and B2C channels
and has managed sponsorship in various sports (football, basketball, MotoGP,
rally, volleyball, golf) and culture sponsorship, as well as projects of Corporate
Social Responsibility. Since 2004 he is member of the board of Adico (Italian
association of sales and marketing managers) and since 2010 he is member of
the communication group board of Assolombarda (entrepreneurs association of
Milan).
Christian Lachel
Vice President and Senior Creative Director
As one of the themed entertainment industry’s most influential creative leaders,
Christian brings incredible imagination, design expertise, business acumen, and
strategic thinking to BRC’s clients and projects, including World Expo projects
and pavilions. He spent three years providing innovative leadership for a variety
of pavilions at Expo 2010 Shanghai, including the China National Pavilion, USA
Pavilion and SAIC-GM Pavilion. Christian led the creative team for the Information
and Communications Pavilion from tender through production. His BRC team
produced a pavilion that was a big hit with audiences, and won a numerous
international awards for creative excellence and innovation.
Christian contributed to the success of two pavilions in Aichi, Japan in 2005 –
the USA Pavilion and the spectacular Gas Pavilion, sponsored by the Japan Gas
Association. He helped develop the overall concept design, theme and unifying
story for Floriade 2012 in Venlo, the Netherlands, the largest horticultural fair in
the world. His stature as an acknowledged leader in Expo pavilion design was
recognized when he was selected as an International Judge for Expo 2012 in Yeosu,
Korea. Today he leads creative teams working with the top brands and countries
around the world, creating experiences that touch the heart, evoke the imagination
and make the world a better place.
Bart Dohmen
Managing Director - BRC Imagination Arts, BV
Bart Dohmen has worked with clients around the world to turn their creative dreams
into reality. He brings a wealth of experience and extensive leadership skills to
BRC’s European office in Eindhoven, The Netherlands as its Managing Director,
where he serves our continental European, Middle Eastern and African clients.
Bart was a key member of the team developing the concept, theme and story for
Floriade 2012 World Horticultural Expo in the Venlo Region of the Netherlands.
He is also helping to create an ambitious leisure and tourism master plan for the
Braunschweig-Wolfsburg Region of Germany.
Bart’s BRC projects include The Heineken Experience, Amsterdam; Dolfinarium,
The Netherlands; Spaceport Shenyang, China; Freej Themepark, Dubai; Gläserne
Manufaktur, Volkswagen, Dresden, Germany; and Rotterdam Zoo, The Netherlands.
Prior to joining BRC, Bart worked on several other high profile projects throughout
the world including The London Eye, Catastrophe Canyon, Disneyland Paris,
HollandRama at the Open Lucht Museum, The Netherlands, and the Technology
Museum of Thessaloniki, Greece.

1716
Contact & Brief
Envision & Diagnostic
Phase 1 vision & Concept
Phase 2 Creation
Phase 3 Production
Country
Pavilion Director
Country AM
GO NOT GOor
MCI Committee: S. Deletraz / JM. Louis / S. Chausset / M. Joos
Creative Direction: S. Deletraz
GLOBAL PROJECTS STRATEGY
CREATION / PROCESSES / BUDGETS / PLANNINGS
Communication
Director
Artistic / Staging
Director
Infrastructures
Director
Technical
Director
Creative Producer Artistic ManagerInfrastructures
Director
Production
Manager
Project
Director
Account
Manager
Creative Producer Artistic Manager
Infrastructures
Manager
Production
Manager
Operation
Manager
Hospitality
Manager
Creative Team Artistic TeamInfrastructures
Team
Production
Team
Operation
Team
Hospitality
Team
JM Louis
THE PROJECT MODEL
Contact & Brief
Envision & Diagnostic
Phase 1 vision & Concept
Phase 2 Creation
Phase 3 Production
Country
Pavilion Director
Country AM
GO NOT GOor
MCI Committee: S. Deletraz / JM. Louis / S. Chausset / M. Joos
Creative Direction: S. Deletraz
GLOBAL PROJECTS STRATEGY
CREATION / PROCESSES / BUDGETS / PLANNINGS
Communication
Director
Artistic / Staging
Director
Infrastructures
Director
Technical
Director
Director
Production
Manager
Project
Director
Account
Manager
Manager
Production
Manager
Operation
Manager
Hospitality
Manager
Creative Team Artistic TeamInfrastructures
Team
Production
Team
Operation
Team
Hospitality
Team
JM Louis

1918
THE MCI NETWORK
CORE TEAM EXPERTS CONTACTS:
Sophie Deletraz
MCI Group Creative Director and International Special Projects Director
sophie.deletraz@mci-group.com
Jean-Michel Louis
International Special Projects MCI Group Consultant
Jean-Michel.Louis@mci-group.com
Michele Adt
Marketing Services Consulting Manager – SEC Relazioni Pubbliche e Istituzionali
adt@secrp.it
Christian Lachel
Vice President and Senior Creative Director
clachel@brcweb.com
Bart Dohmen
Managing Director BRC Imagination Arts BV, EMEA
bdohmen@brcweb.com
Martin Joos
Director Exhibition -NUSSLI - Pavilion, Exhibition and Event construction
martin.joos@nussli.com
Sébastien Chausset
Director of Production Department - DORIER SA
Sebastien.Chausset@dorier.ch

2120
MCI EXPERTS ALL OVER THE WORLD
COUNTRIES KEY CONTACTS:
SINGAPORE
Helmy Osman
Cynthia Khoo
helmy.osman@mci-group.com
cynthia.khoo@mci-group.com
ARGENTINA
Mariano Castex
mariano.castex@mci-group.com
BELGIUM
Lieven Mariën
lieven.marien@mci-group.com
BRAZIL
Juliano Lissoni
juliano.lissoni@mci-group.com
CANADA
Alexis Kereluk
alexis.kereluk@mci-group.com
UNITED STATES
Christian Lachel
CLachel@brcweb.com
FRANCE
Eric Le Gal
eric.legal@mci-group.com
HONG-KONG
Alex Yau
alex.yau@mci-group.com
IRELAND
Ronan Coleman
ronan.coleman@mci-group.com
MOROCCO
Karim Skalli
k.skalli@doriermaroc.com
BEIJING
Jason Zhang
jason.zhang@mci-group.com
MIDDLE EAST
Alexander John
alexander.John@mci-group.com
INDIA
Alexander John
alexander.John@mci-group.com
SHANGHAI
Shirley Zhu
shirley.zhu@mci-group.com
SWITZERLAND
Antoine Painot
antoine.painot@mci-group.com
ITALY
Alexandra Ferreira dos Santos
alexandra.ferreira@mci-group.com
GERMANY
Thomas Stecher
thomas.stecher@mci-group.com
THE NETHERLANDS
Mariëtte Helmann
mariette.helmann@mci-group.com
UNITED KINGDOM
Marcus Naef
marcus.naef@mci-group.com

2322
Highlights and case studies

2524
OMEGA PAVILION, OLYMPIC SUMMER GAMES 2008
If a top sportsman or woman broke a record in Beijing, it was
the systems of the watch manufacturer Omega that measured this new
best time. A responsible special position like this carries an obligation
– which is why the company used an incredibly elegant pavilion
to showcase itself to the sports world at the Olympic Games and
Paralympics.
In the process, Omega entrusted NUSSLI with detailed planning, project
planning, execution and technical operation.
The tight schedule proved to be a particular challenge: from the
beginning of April until the start of the Games on August 3, NUSSLI
set about creating a veritable glass palace with a transparent façade
surface of 17,000 square feet. Local procurement added to the project‘s
appeal.

2726
EXPO ZARAGOZA 2008, SWISS PAVILION
NUSSLI was awarded the contract for constructing the Swiss
presentation at Expo Zaragoza 2008 by Präsenz Schweiz. The central
feature of the “Under the Lake” concept was a suspended, room-filling
sail serving a dual purpose. On the one hand it acted as a curved
projection surface for stylised submarine shots and on the other it
formed part of a newly developed, adiabatic cooling system, serving
as a collecting basin for water sprinkled from above. The prototype
construction with heat exchanger and adiabatic cooling as well as the
suspended projection surface posed a major challenge for NUSSLI.
The entire infrastructure of the pavilion, which had an exhibition area
of 321 square meters, was created by six assembly staff in an almost
three-month construction period.

2928
EXPO ZARAGOZA 2008, AUSTRIA PAVILION
By order of the Austrian Federal Economic Chamber, NUSSLI
was responsible for constructing the “Pura Austria” pavilion concept
for the Expo Zaragoza 2008. The two-floor timber structure had a total
area of 550 square metres. The ground floor offered the visitor an open
foyer with a shop wall and a ramp ascending to the top floor. The main
feature of the semicircular space was a 50 meter long, 180-degree
panoramic projection and a mirror wall which visually extended the
semicircle to give a 360-degree panoramic view. The pavilion was in
bright colours and had a huge snowball in the centre as an additional
eye-catcher. The construction work took three months and was done
by twelve assembly staff.

3130
EXPO ZARAGOZA 2008, CIUDADES DE AGUA PAVILION
The central theme of Expo 2008 was water: the element which
the international exhibitors addressed in countless creative approaches
and, not least, explored its future.
NUSSLI made an impressive contribution to the world expo with a
futuristic building project. The circular structure of the open, four-story
“Ciudades de Agua” pavilion of 42-meter diameter was one of the major
crowd pullers. Up to 50 assembly staff took part in its construction over
an eight-month period.

3332
EXPO 2010 SHANGHAI – GERMAN PAVILION
With its pavilion, Germany personified the existing diversity and
contrast of German cities. Under the title ‘‘balancity’’ Germany showed
how important balance will be in the city of the future – for instance
between tradition and innovation, between conservation and renewal,
between work and leisure, or between society and the individual.
NUSSLI was entrusted with the construction of the German Pavilion
by Koelnmesse International trade fair organizer on commission by
the German Federal Ministry of Economics and Technology. The job
consisted of building an open structure with an exterior surface of
around 6,000 square meters from 1,200 tons of steel, which was capable
of receiving around 40,000 visitors per day. 520 poles which reached
up to 22 meter into the ground formed the fundament due to the bad
ground conditions. The main supporting structure of the pavilion had a
weight of 850 tons.

3534
EXPO 2010 SHANGHAI – SWISS PAVILION
The Swiss pavilion stands to its national roots and consequently
successfully discusses the subject of the interaction between city and
country. Switzerland unites state-of-the-art innovation with traditional
rural living environments and values like hardly any other country.
The exterior shell of the pavilion played with these contradictions.
A 17-meter-high hanging facade comprising 10,000 interactive cells
enveloped the building. The interior presented the Swiss self-image and
the future visions of the Alpine nation – the visitors were transported to
the greened roof of the pavilion in proper style: with a chair lift.
Nussli installed approximately 760 tons of steel, 3,800 square meters of
metal netting for the facade, and around 4,000 plastic plant boxes for
the vertical greening in Cylinder B. With the exception of the chair lift
and the net facade, the material was produced locally.

3736
EXPO 2010 SHANGHAI – SINGAPORE PAVILION
DORIER ASIA has been in charge to implement all AV and technicals solutions for
the Singapore Pavilion:
- Provision of Truss, Audio & Video System.
- Provision of on-site A/V service maintenance & daily operation over period of 6
months.
- Overseeing installation of A/V system which includes procurement of A/V system
to handling equipment transportation from Singapore – Shanghai World Expo site.

3938
EXPO 2010 SHANGHAI – LIECHTENSTEIN PAVILION
Within the scope of the Expo motto, Liechtenstein illustrated
how a small country deals with global challenges like urbanization
and environmental destruction. The principality was represented with
its own pavilion with the Expo subtopic ‘‘Respect and Dialog’’ and
illustrated Liechtenstein’s role in the world in a richly faceted manner.
NUSSLI was responsible for the pavilion and exhibition construction
for the confident little country. The special feature: in addition to the
two-story pavilion at the Expo, a copy was located at home in Vaduz,
where the people of Liechtenstein could get a glimpse of the World
Expo in the form of a video. NUSSLI was also involved as the company
in charge of the pavilion construction in Vaduz.

4140
EXPO 2010 SHANGHAI – CANADIAN PAVILION
DORIER ASIA has been in charge to implement all AV and technicals
solutions for the Canadian Pavilion:
- Interior installation including trusses & effect lightings.
- Daily operation & A/V service maintenance over period of 6 months

4342
EXPO 2010 SHANGHAI – USA PAVILION
BRC Imagination Arts was honored to design and produce
the content for the USA Pavilion at Expo 2010 Shanghai. The mission
was clear – create an emotional, sensory, and universally personal
experience that would capture the hearts and imagination of the
tens of millions of guests expected for the Expo. In order to achieve
this goal, BRC designed and produced a show that “extended the
hand of friendship” to all who visited the USA Pavilion. Encouraging
visitors to celebrate values shared by both the United States and
China – optimism, innovation, and collaboration -- the USA Pavilion
experience inspired guests to envision how Chinese and Americans
could transform the world for the better.
Featuring video messages from Secretary of State Hillary
Rodham Clinton, Kobe Bryant and President Barack Obama, the USA
Pavilion was a phenomenal success. During the six-month Expo the
USA Pavilion attracted over 7.4 million visitors and garnered a 95%
experience approval rating.
DORIER ASIA has been in charge to implement all AV and
technicals solutions for the USA Pavilion:
- Scheduled A/V service maintenance over the period of 6 months.
- Installation of seamless plasma for sponsor booth.

4544
EXPO 2010 SHANGHAI – HKUBPA
Project Details – Exhibition design & development / Hardware
specialist / AV specialist / Software design and development
For the Hong Kong Government / Macau Government, MCI has created
a LED Façade interacting with audience, each people counting as one
pixel to create the whole LED picture when they entered the pavilion.
MCI developed the LED, design and program the interaction and were
involved in the video content creation. MCI also designed and installed
the playback system of the whole pavilion which included a 360 degree
circular projection, 14 LED Panels and a floor LED display. All the LEDs
and projectors were synchronized together to create a stunning theater
show.
On the other side of the pavilion there were 14 Plasmas displays (2.5m)
which visitors could interact with to see different “Smart Card” life
story in Hong Kong. MCI designed and installed the playback system
of the whole pavilion which include a 360 degree circular projection,
14 LED Panels and a floor LED display, all the LEDs and projectors
synchronized together to create a stunning theater show.

4746
EXPO 2010 SHANGHAI – MACAU UBPA
Project Details - Exhibition concept design and development /
Hardware specialist / AV specialist / Software design and development
/ Video Content design and development / 3D Mapping Design and
installation.
Based on the historical building in Macau, MCI designed a story telling
experience from the martial art background of the city to the heritage
treasure. We had created all the visual content of the pavilion including
a millions dollar shooting production which recreating martial art
hero of Chinese Novels. MCI also designed a 3D Theater experience
which targeted to engage visitors in a different way and the one and
only outdoor 3D mapping projection in Pu Xi UBPA, transforming the
traditional architecture into a modern canvas.

4948
EXPO 2010 SHANGHAI - THE INFORMATION AND COMMUNICATIONS PAVILION

World Expos are about progress, and progress begins with
optimistic dreams of a better world. That’s why the Information and
Communications Pavilion at Expo 2010 Shanghai captured the hearts
and imagination of Expo visitors from China and around the world.
BRC worked closely with China Mobile and China Telecom to create
and produce a story and pavilion experience that reflected the myths,
culture, future, and dreams of the Chinese people. The result was a
pavilion that gave guests the opportunity to envision a world where
nature, people and machines communicate effortlessly in a truly
connected world.
With the use of a unique BRC designed and manufactured
Mobile Device, each of the three million visitors to the Information and
Communications Pavilion became part of the incredible, multi-sensory
adventure. This award-winning device allowed guests to record
their dreams for the future and engage one-on-one with the shows
and exhibits. After their visit, guests could retrieve their dreams and
experiences by logging onto the pavilion’s website. The ICT Mobile
Device was a breakthrough application of mass customization in
pavilion experience design.
DORIER ASIA has been in charge to implement all AV and technicals
solutions for the China Mobile Pavilion:
- Installation of screens weighing over 2 tons including the entire truss
structure with a total of 6 tons of overhead rigging.

5150
WINTER OLYMPICS 2010, VANCOUVER – ONTARIO HOUSE
The visitor pavilion «Ontario House», created to present the
Province of Ontario at the XXI Olympic Winter Games, left a lasting
impression. Hariri Pontarini Architects, Toronto, designed the
1,400-square-meter large and 10 meter high pavilion built by NUSSLI.
The facade, constructed with multi-colored cables, visualized the
natural spectacle Niagara Falls. At night, visitors inside the pavilion
could change the lighting at the three most significant tourist landmarks
of the Province – the CN Tower, Niagara Falls, and the Parliament
building – with their energy. This was enabled by innovative computer
technology that was built in to the headsets of the visitors, and which
influenced the light shows of the three tourist attractions in real time
and over a distance of more than 3,000 kilometers.
The exhibition area of the pavilion comprised 820 square meters and
held up to 450 people. ”There’s No Place Like This was the message
broadcast by the Province, and those responsible have succeeded
in combining this motto with an excellent range of culinary delights
substantiated by entertainment and technology.

5352
AMWAY CHINA – GENEVA, 2010
MCI has been contracted by Amway China to create a concept
to celebrate its 15th anniversary. This multi-level marketing company,
invited 1,200 of its distributors to Geneva for an extraordinary evening
gala.  The scenery of the show included a central stage and four side
stages surrounded by 220 metres of video screens. Designed like a
time-machine by Luc Petit, a succession of exceptional scenes moved
across the screens.  Thanks to this 360° stage arrangement, the delighted
audience was able to find itself at the very heart of the action. Dancers,
stilt-walkers and circus performers pirouetted in their flamboyant gold
costumes while magicians of fire and the most beautiful pyrotechnical
effects were on display. The show then reached its apotheosis with
suspended drums and an impressive flight of an eagle before a circular
screen of water placed at the centre of three rings of time. Softly-falling
snow brought a particularly magical touch.

5554
NEW YORK 2011 – BMW GUGENHEIM LAB
The 3 BMW Guggenheim Labs are a pioneering initiative of
the Solomon R. Guggenheim Foundation, the Guggenheim Museum,
and BMW Group. Designed as a mobile research facility, the BMW
Guggenheim Lab will exhibit future-oriented concepts, ideas, and
designs for the challenges facing the city of the future. Each lab will
be traveling three major metropolitan areas around the world for two
years. NUSSLI was tasked with the production and installation of the
first Lab in New York. The architectural design was provided by the
Japanese design studio BowWow. NUSSLI supplied the engineering
development, production, and installation of the Lab in a very tight time
frame of just four months.
Following the highly successful official opening of the Lab in New
York in early August 2011, NUSSLI was then tasked with the removal
and reconstruction of the mobile Lab in Berlin and Mumbai. The
comprehensive logistics and structural framework conditions are
further challenges for NUSSLI as part of this fascinating project.

5756
BRUSSELS 2011 - ELECTROLUX, THE CUBE RESTAURANT
“The Cube”, an extravagant restaurant pavilion, was the venue
for an extraordinary culinary experience concept by Electrolux. The
four-and-a-half meters high glass construction visited various cities
during the course of a three month period. In addition to product
presentations, guests at The Cube were offered a memorable cooking
and dining experience. The ambiance was kept intimate with participant
numbers of maximum 18 per event. Electrolux started this European
event tour featuring an extraordinary restaurant pavilion in March 2011
in Brussels at a dizzying height of 35 meters: on top of the triumphal arch
in the Parc du Cinquantenaire. In order to make it all happen, NUSSLI
was tasked with the construction of a custom-made steel substructure
on top of the arch, which weighed 27 tons.

5958
MILAN 2012 , ELECTROLUX - THE CUBE RESTAURANT
After Brussels, Milan was the second stop for the pavilion
‘The Cube’. Electrolux managed to find a very special spot for the
pavilion: directly on the Piazza del duomo in the center of the city, on
top of a monumental structure. The view from the restaurant pavilion
onto the square and the world famous cathedral was spectacular.
Top-class chefs ensured that the 18 guests at each sitting enjoyed a
culinary experience to rival the breathtaking views. The 140 square
meter construction was provided complete with an integrated, fully
automated ventilation, heating and air conditioning system. In keeping
with the futuristic appearance of the gourmet temple, custom furniture
was manufactured, which was partly hidden in the ceiling, and could be
raised and lowered at will. The pavilion was planned and constructed
on the basis of a highly economical modular system. The Milan-based
architect office Parc Associati designed the exclusive pavilion with
its custom interior from the idea and concept by Absolute Blue. The
installation team consisting of a site manager, a logistics expert, and 12
installers, constructed ‘The Cube’ in just 14 days in Milan.

6160
ART BASEL, 2012 – SCHAULAGER SATELLITE
During Art Basel 2012, the Schaulager Museum in Münchenstein
was unavailable due to building works. For this purpose, NUSSLI
constructed a pavilion designed by Herzog & de Meuron directly on
the Messeplatz, and thus at the gates of the art fair. The entry area
was thus formed jointly by two white facades, one on each side of the
Messeplatz. 3 by 4 meter LED screens were mounted on both facades.
The construction of the Schaulager Satellite was supported on a number
of compact structures in the shape of cottages. In total the two-story
Satellite had a floor space of 386 square meters and a building volume
of 2,496 cubic meters. Around 100 tons of steel and 30 tones of wood
were used in the construction of the pavilion.

6362
VENLO 2012, WORLD GARDEN EXPO FLORIADE
The Floriade is the most important garden Expo in the
world and is held every ten years in the Netherlands. More than 100
national and international participants present their themed gardens
and architecturally-demanding pavilions in Venlo near the German-
Netherlands border. NUSSLI planned and implemented the Spanish
pavilion for their client Acción Cultural Española in a sustainable
manner. The frame was not made of steel, but of wood and considerably
improved the CO2 balance of the project. The one-storey pavilion has
a surface area of 267.75 square meters and a terrace with an additional
120 square meters. Some of the materials which were used for the
frame or the cover were recycled components such as wood from fruit
transportation boxes and railway sleepers or natural waste products
such as nut shells or tree trunks from wood clearing. An exceptional
pavilion in a curved shape was created with a further 70 tons of
untreated fir. 18 meter long prefabricated wooden elements were used
for the curved shape.

6564
YEOSU EXHIBITION 2012 – SINGAPORE PAVILION
DORIER ASIA has been in charge to implement all AV and technicals solutions for the Singapore Pavilion:
- Installation of A/V system for the entire pavilion
- A/V system running through time code
- Provision of A/V service maintenance & daily operation throughout the period of 3 months

6766
YEOSU EXHIBITION 2012 - SWISS PAVILION
The Swiss pavilion, a project of ‘Präsenz Schweiz’ at the
DFA (Swiss Federal Department of Foreign Affairs), presents itself
as an underground mine shaft. It demonstrates the path of water
through mountains, on glaciers, into the glacier, and back to the pure
spring with clear waters. «The Source. It’s in your hands.» – Visitors
experience the theme of the pavilion in many ways. They are also
handed a «sip of Switzerland» on their tour of the installation. It is in
fact a mouthful of Korean water, transformed into fresh spring water
from the Alps with ingenious Swiss technology. The pavilion with a
floor area of 790 square meters was installed inside an existing hall.
The project also included the facade construction, which depicts the
world-famous Jungfrau mountain range. The NUSSLI team took on the
construction of the various utilization spaces with the support of local
partner companies, and implemented the scenography for the exhibits.
Switzerland is represented as an enormous water reservoir drawing on
its glaciers. The centerpiece of the presentation is a drill core as the
«Source of Knowledge».

6968
AMWAY CHINA – ENCHANTED CASTLE, MUNICH 2012
On June 2nd, MCI Genève were given the chance, for the second
time, to be masters of work for Amway China’s gala evening in Munich.
For this occasion, Luc Petit, Show Director, designed a universe worthy
of the palace of Versailles. After being welcomed by a group of local
dancers, the guests entered the reception room through an enormous
inflatable lion’s head of a height of more than 10 meters. Once inside,
they had the chance to discover the suspended gardens that were set
up above the tables. On the main stage, a baroque mirror measuring
tens of meters in length hid the 80 VIPs whose presence was revealed
to the audience when the giant mirror was hoisted up. On stage, the
audience could appreciate a gigantic castle décor, which served to
support the video mapping effects that were present throughout the
show.
The show, which was heightened by the presence and performance
of the world-renown violinist Edwin Marton, ended with a festival of
indoor pyrotechnics worthy of the greatest Versailles celebrations.
This production is the result of an intimate collaboration between MCI
Genève, the producer of this event, and designed this incredible and
unique show!

7170
EXPO AICHI - GAS PAVILION - 2005
World Expo Pavilions are often about dreams – the dreams
of guests for a better world, where innovative technology has been
harnessed for the greater good of mankind. BRC Imagination Arts
enabled the Gas Pavilion at the World Expo 2005 in Aichi, Japan to
offer a thrilling experience of this better world. Using flames created
by natural gas, BRC help to create a memorable show that combined
special effects, digital images, original music and live performers.
Expo guests judged this presentation to be an Expo “must see,” with
overflow crowds for the entire run of the Expo. This show was one of
most creative expressions of the theme of the Expo, “Nature’s Wisdom.”

7372
HORTICULTURAL EXPO - 2012 - FLORIADE
When an event only happens once every 10 years, it must
be big. Floriade 2012, the largest horticultural fair in the world, was
no exception. BRC Imagination Arts was honored to be selected by
Netherlands Horticulture Council to develop the overall concept design,
theme and unifying story for Floriade 2012.
BRC’s story master plan, inspired by the theme “Nature as Theater,”
presented an engaging guest experience that highlighted progressive,
entrepreneurial horticulture as a key to improving the quality of life for
people around the world. Two million guests enjoyed the six-month
event. These guests were able to immerse themselves in engaging
“experience zones” that presented horticulture as a “green” engine for
sustainable change in the world. The world of flowers, plants, trees,
fruit and vegetables was celebrated with music, dance, theater and
visual art from around the world. Guest took home memories designed
to last a decade – until Floriade 2022.

7574
EXPO AICHI - USA PAVILION - 2005
How do you brand an entire country? That’s what BRC
Imagination Arts was asked to do for the United States at Expo 2005 in
Aichi, Japan. Visitors from around the globe experienced an inspiring
new look at American ingenuity with “The Franklin Spirit”, a multimedia
theatrical spectacle and exhibition created and produced by BRC
Imagination Arts for the USA Pavilion. The show wowed visitors with
layered multiple projection surfaces, in-theater effects and an uplifting
story of humankind’s potential to learn from “Nature’s Wisdom”– all
presented in an environmentally conscious venue that reflected the
Expo’s green design guidelines. This BIE award-winning show was
attended by more than 2 million visitors during the six-month run and
was rated daily as the best pavilion by visitors of the Expo.

7776
EXPO SAIC/GM - USA PAVILION - 2010

Awards:
One of the Expo 2010 Pavilions with Greatest Impact on the Future
by Expo Research Institute and Communications Department of East
China Normal University Most Popular Enterprise Pavilion at World
Expo 2010 Shanghai Received Six “Expo Oscars” at the Expo Oscar
Awards Ceremony
The World Expo 2010 Shanghai pavilion attraction for the
Shanghai Automotive Industry Corporation (SAIC) and General Motors
(GM), aimed to provide fair guest with a bold vision of the year 2030,
which vividly demonstrates how cities, cars, and road infrastructure
could be reinvented to create a better society and an improve quality
of life. The vision is one of total mobility, which eliminates traffic and
provides for a clean environment through the elimination of dependence
upon oil.

7978
MCI CONSORTIUM AT WORLD EXPOS
MCI Consortium has been in charge of the Global Concept Strategy, Content Design & Production,
Show Production, Project Management, Hospitality Program, Architecture & Interior Design and Production
Management, for the World Expos Pavilion:
• Expo ‘86 Vancouver, BC – “Spirit Lodge” for the General Motors Pavilion
• Expo ‘86 Vancouver, BC – “Rainbow War” for the Canadian Pacific Pavilion (Academy Award Nominee)
• Expo ‘86 Vancouver, BC – “Our British Columbia” for the Province of British Columbia (The host province of the Expo)
• Expo ‘88 Brisbane, Australia – Australian Host Pavilion (Concept Consultant)
• Expo ‘90 Osaka, Japan – “Flower Planet” for the Mitsui Group
• Expo ‘90 Osaka, Japan – “Roboshow” for the Toshiba Corporation
• Expo ‘92 Seville, Spain – “World Song” for the US Pavilion and General Motors
• Expo ‘92 Seville, Spain – “Mi Pais Vasco” for the Basque National Pavilion
• Expo ‘93 Taejon, South Korea – “Postcards” for the Korean Air Pavilion
• Expo ‘95 Tokyo, Japan – “Da Vinci’s Dream” for Dentsu Group, “City is Smiling” for Dentsu Group
• Expo 2005 Aichi, Japan – “The Franklin Spirit” for the USA Pavilion
• Expo 2005 Aichi, Japan – The Gas Pavilion for the Dentsu Group (Concept Consultant)
• Olympic Summer Games 2008 – Omega pavilion
• Expo 2008 Zaragoza – Swiss Pavilion
• Expo 2008 Zaragoza – Austria Pavilion
• Expo 2008 Zaragoza – Ciudades de Agua Pavilion
• Expo 2010 Shanghai – German Pavilion
• Expo 2010 Shanghai – Swiss Pavilion
• Expo 2010 Shanghai – Singapore Pavilion
• Expo 2010 Shanghai – Liechtenstein Pavilion
• Expo 2010 Shanghai – Canadian Pavilion
• Expo 2010 Shanghai – HKUBPA
• Expo 2010 Shanghai – Macau UBPA
• Expo 2010 Shanghai – China Mobile Pavilion
• Expo 2010 Shanghai – USA Pavilion
• Expo 2010 Shanghai – SAIC GM Pavilion (Concept Consultant)
• Expo 2010 Shanghai – China National Pavilion (Concept Consultant)
• Expo 2010 Shanghai – Information and Communications Pavilion for China Mobile and China Telecom
• Winter Olympics 2010, Vancouver – Ontario House
• Venlo 2012, World Garden Expo Floriade
• Floriade 2012 World Horticultural Expo, Venlo, The Netherlands (Theme and Master Plan Consultant)
• Shanghai Expo Post Site Development (Concept and Master Plan Consultant)
• Expo 2012 Yeosu, Korea (International Judging Committee)
• Yeosu Exhibition 2012 – Singapore Pavilion
• Yeosu Exhibition 2012 – Swiss Pavilion

8180
Operational Excellence: Trusted and proven industry recognised expertise in delivery projects of any scope from intimate shareholder groups to large
conventions. Delivering over 3,000 projects globally per year across a wide range of industry sectors,including Healthcare, Sustainability, Technology, Energy and Not for Profit.
Innovate Creative Solutions: Create powerful & enriching participant experiences by bringing together innovate ideas and leveraging all aspects of live communications.
Access to a Network of Experts: With an infrastructure of 49 offices in 24 countries across Europe, Middle-East, India & Africa, The Americas and Asia-Pacific, giving you access to a
platform of global best practices and knowledge sharing.
Industry Shapers: Recognised and awarded by the industry for developing initiatives to help shape, drive strategic and creative innovation for events and the communications industry.
Sustainability as a Core Focus: Embrace and advice on how sustainability can make a difference and provide organisations seeking high standards in Corporate Social Responsibility.
To discover how MCI can make EXPO 2105 – Milan “the defining event” of the food industry
Contact: Sophie Deletraz, MCI Group Creative Direction and International Special Projects Director
+41 (0)22 33 99 810
Phone: +41 (0)22 33 99 810
MCI Group
75 rue de Lyon
1211 Geneva 13
Switzerland
international
special projects

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