Malcolm Reading Consultants (MRC) has been appointed to run the design competition for the UK Pavilion at Expo 2015 in Milan.
The two-stage competition has a fast-track timetable and will launch in the third week of January on a dedicated website. A winner will be selected by May 2014.
Working to the Expo theme ‘Feeding the World: Energy for Life’, the UK Pavilion will showcase British creativity and innovation with a special focus on food, lifestyle, technology and sustainability. The Pavilion will have a high visual impact and provide a distinctive visitor experience.
The Expo will run from 1st May to 31st October 2015 with over 20 million visitors projected.
The design competition seeks creative partnerships of designers, content providers and fabricators for the Pavilion, planned for the high-profile heart of the Expo site, neighbouring the major food-themed pavilions. MRC will shape the design brief for the Pavilion, develop the design criteria, launch, promote and administer the competition.
MRC ran the competition for the hugely successful UK Pavilion for the Expo 2010 in Shanghai, designed by Thomas Heatherwick and awarded the Gold Medal for pavilion design by the Expo Bureau. It also won the prestigious annual award for international architecture, the Lubetkin Prize, given by the RIBA.
Malcolm Reading, Competition Organiser, said:
We are delighted to have been selected to find the team who will make Expo 2015 as memorable as Expo 2010 for the UK. Five years on from Shanghai, Expo 2015 in Milan is another terrific opportunity to show the world what makes our design and creative teams the best in class.
The challenge is different but the impact will be just as compelling. We are looking for strong collaborations and skilful design leadership.'