jeudi 12 mars 2015

Coca-Cola pavilion...

The Coca-Cola Corporate Pavilion built for Expo Milano 2015 celebrates the company’s tradition, in line with the Theme of the exposition Feeding the Planet, Energy for Life. This will be a stage upon which the company will display its sustainability model - based on the promotion of well-being, protecting the environment and building stronger communities- in an experiential way.
The Coca-Cola Corporate Pavilion is located near Lake Arena and Padiglione Italia. The building, 12-meter high and 1000 square meters of surface area, is made of environmentally sustainable materials: wood, glass and  water will create an iconic space that is simultaneously contemporary and innovative. The outer walls - made of glass and wood - recreate the Coca-Cola logo and the Contour silhouette of the historic glass Coca-Cola bottle, which will celebrate its 100th anniversary in 2015.
The entrance and exit of the pavilion will be marked with water cascades and will not have doors to allow natural ventilation. Even the roof of the pavilion will be covered with plants suited to the climate in Milan, being maintenance-free and require limited irrigation, plus it will reduce overheating in the interior spaces and decrease the energy required for cooling.

Visitors to the pavilion will be led along an interactive journey where they participate in the discovery of the Coca-Cola world, learning about the company’s values in three different sections:

  • local presence - to highlight that the Company is a global business that operates on a local scale, in every community where it does business. The Coca-Cola value chain supports the economies of the local communities in which it operates, enabling also the economic empowerment of women.
  • energy balance - where visitors can learn about Coca-Cola’s efforts to enhance personal well-being, offering low or no-calories beverage options in every market, providing transparent nutrition information, and helping get people moving by supporting physical activity programs.
  • protecting the environment - to raise awareness about the company’s commitment to reducing the impact that its products have on climate change; from improving energy efficiency, to reducing the consumption of water, as well as its relative recycling and treatment, from the sustainability of its agricultural supply chain, to continuous innovation with respect to sustainable and recyclable packaging.

The pavilion’s second life after the EXPO: recyclable, reusable

The concept of the pavilion is a synthesis of Coca-Cola’s sustainability model translated into the use of environmentally friendly materials and techniques. This is also true for its designated purpose at the conclusion of the Universal Exposition which is already in the design phase. The building outlines the dimensions of a basketball court and, at the end of the exposition, the pavilion will a new covered space that the local community can use for physical activities.
The Coca-Cola pavilion was designed by an Italian architect Giampiero Peia (Peia Associati) and based on the concept developed by the brand experience agency, PS Live.

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