PROGRAM SUMMARY THE USA PAVILION AT EXPO MILANO 2015
Visit us at usapavilion2015.net Contact us at [email protected] USA PAVILION AT EXPO MILANO 2015
Millions from around the Embracing the fact that we KEY OBJECTIVES world are heading to Europe need to feed a planet of more ©Biber Architects 2014 in 2015 for the most exciting than 9 billion people nutritiously Showcase U.S. leadership in the global food arena as responsible world’s fair in decades, by 2050, we’ll convene around and diverse; Expo Milano 2015: Feeding the big issues that affect us the Planet, Energy for Life. all, like food security, safety, Celebrate our nation’s rich agricultural history and regional A European center of business, and sustainability. We’ll use food cultures; culture, and media, Milan will the power of conversation and welcome 25 to 30 million visitors collaboration to strengthen Underscore America’s role in advancing food security and sus- for this once-in-a-lifetime bilateral ties between the tainability through science, technol- event. As one of the 140-plus United States and Europe ogy, innovation and free trade; participating countries, the and the rest of the global Foster awareness of and enthusi- United States is presenting a community to tackle together asm for American cuisine, chefs, dynamic pavilion whose theme the enormous challenges products and purveyors; American Food 2.0: United to ahead. We’ll proudly introduce Highlight American talent, Feed the Planet will enlighten people from around the world products, ingenuity and entrepre- and surprise all who attend. to the gorgeous mosaic of neurship and the U.S. as a premier our culinary tradition, diverse business and travel destination; Our programming will welcome and far-reaching. Connect people and businesses wide-ranging perspectives and in the U.S., Italy, and throughout sow common ground across Europe, building on strong historical ties; the food, nutrition and policy spectrum. Provide a fun, engaging, informative, and delicious experience to all. INSIDE LEFT PANEL
AMERICAN FOOD 2.0: UNITED TO FEED THE PLANET
The United States was “I’m proud to announce today that the United States will built upon the will of the participate in the Expo. And together with our partners, individual and our collective we’re going to put together an outstanding USA Pavilion that determination to solve showcases American innovation to improve agriculture and problems. The American nutrition and the health of people around the globe.” spirit is one of optimism, energy and innovation, President Barack Obama, March 27, 2014, Rome constantly striving to tackle the biggest challenges and make things better. UNITED TO FEED THE PLANET
We bring this appetite for RESPONSIBLY Feeding the Planet life and innovation to Expo Food Security The United States is rising to Water Security Milano 2015. American food meet the global challenge of Climate-Smart Agriculture is as diverse, prolific and feeding more than 9 billion people Sustainability nutritiously by 2050 through food complex as our great nation security and sustainability. itself, and represents both our dynamic present and GLOBALLY Global Connectivity vibrant future. The country’s Commitment to European Partners The United States values—and is U.S./Europe Impact table has long been set with committed to strengthening— U.S./Europe Commerce an abundance of conversation our partnership with the global Italian-Americans and debate, dialogue and community to promote growth and Robust Bilateral Relations progress for everyone. resolution—a tradition we’ll bring to life at the USA Research Pavilion at Expo Milano. INNOVATIVELY Address the Big Challenges The United States is harnessing Sustainable Productivity The Future of Agriculture Food unites us. The global the power of science, technology, and collaborative innovation to Food Safety food source is something address food-system challenges Packaging we all share and it’s in our that impact the world. Data Ingenuity common interest to respect, protect and nurture its NUTRITIOUSLY Commitment to Healthy Change potential. Food is joy, A Better Food Supply celebration, nourishment The United States is focused on Global Hunger & Malnutrition nutrition, innovating to promote Local-Level Efforts and life. more wholesome choices and Nutrition Education healthier lifestyle habits for all. Health Promotion & Disease Prevention Join us as we come together at the USA Pavilion, United DELICIOUSLY American Food Diversity to Feed the Planet. Culinary Innovation The United States is a culinary Market Leadership innovator, bringing delicious food Culturally Delicious to the world through our diversity, ingenuity and entrepreneurship. EXPO MILANO 2015 FACTS Feeding the Planet: Energy for Life May 1–October 31, 2015
35 minute Metro ride from the Duomo
147 participating countries
1,000,000,000 virtual visitors
7,000 events
€25,000,000,000 to Europe’s economy
Source: Expo Milano
©Biber Architects 2014
©Biber Architects 2014 ©Biber Architects 2014 PROGRAMS AND EVENTS CULTURAL PROGRAMMING JAMES BEARD Fun, informational, educational and AMERICAN RESTAURANT MAIN PAVILION delicious programs, including outdoor Separate from the USA Pavilion, the Designed by award-winning architect, evening entertainment, celebrations James Beard American restaurant will James Biber, the USA Pavilion pays of regional culture, celebrity events, be a showcase for fine dining and casual homage to our rich agricultural history musical performances, tastings, and American cuisine that will feature a rotating with an open design delimited by a vertical wellness activities will complement roster of American culinary talent. Menus living wall that will be harvested daily. the visitor experience. will highlight American ingredients, The flow leads visitors through a series beverages and traditions. There will also of exhibitions and open gathering areas. FOOD TRUCK NATION be a bar and hospitality lounge. The fully sustainable building features Food truck events will take place across a large video installation, a rooftop the U.S. to promote the USA Pavilion STUDENT AMBASSADOR terrace with gardens, an amphitheater, and then deploy to Europe to make the PROGRAM a food truck corridor, VIP meeting final approach into Italy. Once in Milan, American college students fluent in Italian spaces, and retail. trucks will serve food in the city during and other languages will act as docents the Expo months, while replicas will be for the pavilion, greeting visitors and leading A PATH OF FOOD FROM FARM constructed at the pavilion, serving iconic them through programs and experiences. American street foods to visitors. TO TABLE AND BEYOND The University of Southern California is Through different virtual tours, visitors organizing this program. will learn about traditional and innovative SOCIAL AND DIGITAL MEDIA ways food is grown, processed, distributed, Cutting-edge communications and FOOD FOR THOUGHT prepared, served, and recycled in U.S. technology will be leveraged before, Before, during and after Expo Milano, we’ll Issues such as nutrition and food waste during and following the Expo to convene talks, salons, workshops, conferences, will be part of the narrative. educate, engage and share with visitors, hackathons, and other gatherings to facilitate sponsors and key stakeholders. a global, solutions-oriented conversation about issues confronting the future of food. WORLD EXPO: 163 YEARS OF GLOBAL INNOVATION
Since the first Expo in London in 1851, World Expos have been regarded as the Olympic Games of economics, science, technology and cross-culture dialogue, providing a global stage for individual countries to publicize and display their crowning achievements and innovations and to share ideas. For the countries and organizations that participate, Expos play an important role in public diplomacy and government relations. We have ©Biber Architects 2014 Expos to thank for the Crystal A NOTABLE LIST OF “FIRSTS” As always, the USA Pavilion is a corner- stone in both the State Department’s Palace, the Eiffel Tower and WERE INTRODUCED AT EXPOS and the White House’s public diplomacy the Ferris wheel. Elevator with Europe. Light bulb WORLD EXPO FACTS Diesel engine “As you look at what’s Telephone Originally known as the Commercial broadcast television happening in the world World’s Fair, the World Expo Touch screens today, with about six-plus is today governed by the Bureau Energy-efficient transit billion heading to nine International des Expositions Advances in robotics (BIE) in Paris Green building techniques billion over the course of the next 35 years, there is Food has always been an important Held every five years and going to be unbelievable attracts millions of visitors: element of World Expos. At Expos on our Aichi (Japan), 2005 (22 million) own soil, Americans had their first taste demand on resources. Shanghai, 2010 (73 million) of such delicacies as the ice cream cone And when you couple that (St. Louis, 1904), French cuisine (New York, with climate change and Powerful driver of local and 1939), the Belgian waffle (New York, 1964), and Cherry Coke (Knoxville, 1982). national economies the already real impacts FOOD. ENERGY. PLANET. on farming and fishing The most important and all the other things European government and LIFE. PEOPLE. that are part of sustaining business initiative in decades Expo Milano 2015 will be an extraordinary universal event displaying tradition, life on this planet, we Source: BIE creativity and innovation in the business have a challenge.” and culture of food. Expo Milano will provide a global stage for possibility and the idea that everyone on the planet Secretary of State John Kerry, should have access to healthy, safe and March 27, 2014, Rome sufficient food. A multi-year journey, Expo Milano is aimed at fostering dialogue and stimulating action to meet the challenges of the global food crisis and the sustainable development of our planet. FRIENDS OF THE EXPO SITE MAP USA PAVILION Friends of the USA Pavilion Milano 2015 is incorporated in Delaware as a 501(c)(3) charitable organization established to design, construct, manage and raise the funds for the USA Pavilion at Expo Milano. The organization is a collaborative effort of the James Beard Foundation, the International Culinary Center and the American Chamber of Commerce in Italy. After a competitive bid process conducted by the U.S. Department of State on October 17, 2013, President Obama announced Friends of the USA Pavilion Milano 2015 was awarded the opportunity to lead the country’s participation in this global event. CONTACT For more information, please contact:
Julie Wadler President Epiphany Productions [email protected] +1 703 683 7500
USA PAVILION Charlie Faas CEO Friends of the USA Pavilion Milano 2015 [email protected] JAMES BEARD +1 408 313 8924 AMERICAN RESTAURANT Simone Crolla Chief Italian Operations [email protected] +39 02 86 90 661
JOIN OUR GROWING LIST OF PARTNERS Visit us at uvetexpo2015.com
Uvet Group, leader in tourism market in Italy with a turnover of 2,2 billion euro, supports multinational corporations offering services and solutions for meetings, events, business travel and incentives. Thanks to its companies, Uvet is able to manage the incoming activity providing tourist services and special packages to offer the With the objective of leading MADE IN UVET best solution about hospitality one million of American citizensto the Universal The new Company belonging and accommodation, to plan to Uvet Group created to Exposition, Uvet Group will and organize great events and manage the incoming activity conferences and to give collaborate with American of foreign market; it will companies support in tour operators in order to propose a large number of products and tourist services communication. provide travel services, packages and hospitality “Made in Italy” and special “experience packages” solutions for the U.S. market. Uvet Inc., the new American dedicated to design, fashion, Moreover, as partner of “Made Company of the Group based lifestyle, wine and food, art of Italians” project, aimed at and culture. A real DMC, in Chicago, has been created bringing the many Italians Destination Management for the international business expatriated living abroad to Company, whose mission is to development for travel create and identify an “Italian visit the Expo in Milan next services, hospitality and product of excellence” and to year, Uvet will engage and events production. Uvet Inc. supply tailor-made proposals. support the vast community of has signed an agreement with Italian Americans Contact us at: "Friends of the U.S. Pavilion", [email protected] descendants (more than 5% of a non-profit organization Phone: +39 (02) 81 838 349 the population). represented in Italy by the
American Chamber of
Commerce, for the exclusive UVETLAB management of services and UvetLab is one of the leading Italian companies specialized in events for Expo 2015 USA projecting and fulfilling great corporate and sports events for all Pavilion. Since many years communication and organization aspects. Uvet Group, also, avails itself For Expo 2015, it will be responsible for designing and decorating of a joint venture company the pavilions (furniture, multimedia technology and maintenance) with American Express, the and providing related services (communication, catering and creativity for interactive content). With a team of more than fifty international partnership professionals, UvetLab counts on internal digital specialists, which led to the creation of designers and creative people with a solid know-how in events and Uvet American Express. communication.
Contact us at: Uvet is also "Preferred [email protected] Authorised Ticket Reseller" Phone: +39 (02) 81 838 274 for Expo Milano 2015.