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EXPO 2015 – Following the bees at the UK Pavilion #uk #nature #milano2015

MVI_1256.MOV.Still002The UK’s participation theme for Milan Expo 2015 is ‘Grown in Britain & Northern Ireland’, led by UK Trade & Investment (UKTI) with support from seven HM Government departments.

The stand-out UK Pavilion is inspired by the crucial role played by pollination in providing the food that we eat. It offers visitors a unique experiential journey taken from the perspective of the honey bee and forms the platform for a programme of UK business, science and cultural events, linked to the leading role the UK plays in overcoming global challenges.

The stand-out UK Pavilion is designed by Nottingham-based artist Wolfgang Buttress in collaboration with engineer Tristan Simmonds and Manchester-based architectural practice BDP. It is constructed and manufactured by York-based company Stage One. Creative agency Squint Opera has developed the immersive UK Pavilion visitor journey with innovative concepts in graphic design and animation. All are award-winning British talent.

The UK Pavilion is a great example of how UK creativity, business and science can be combined to solve a global challenge, and highlights the UK as a hive of activity where solutions to some of today’s greatest challenges are developed and shared with the world.

Visitors follow the dance of a bee, travelling through a series of landscapes. The experience starts with a journey MVI_1256.MOV.Still003through an orchard, followed by a wildflower meadow and on to a giant aluminium beehive. Within the hive the visitor experience is further complemented by audio and visual effects, responding to movements within a real UK beehive.

Inspiration for the UK Pavilion comes from scientific research and ground-breaking UK technology developed to monitor the health of beehives by physicist and bee expert Dr. Martin Bencsik. It highlights the crucial role of pollination in our food supply, with pollination accounting for every third mouthful of food we consume. The research is expected to significantly improve the efficiency of beekeeping at scale and improve the health monitoring of the honey bee.

British food on the UK Pavilion is showcased by Royal Warrant holders and caterers, Mosimann’s, who are offering changing breakfast, lunch and dinner menus. Diageo is the exclusive spirits provider. UK Pavilion partners are Jaguar Land Rover and British Airways.

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