peruvian pavilion

- concept & visual design -

contents
1. the context 2. pavilion concept 3. space design

source: wikipedia

contents
1. the context 2. pavilion concept 3. space design

source: wikipedia

description
what is an expo?

a universal exposition, where almost every country shows its most unique attributes
recent expos: 2010 shanghai-china / 73m visitors 2005 aichi-japan / 22m visitors 2000 hannover-germany / 25m visitors 1992 sevilla-spain / 42m visitors 1970 osaka-japan / 64m visitors

source: wikipedia

audience
to whom it impacts?

europeans, tourists visiting europe, and most importantly all people around the world exposed to the expo media coverage

source: en.expo2010.cn

timing
when does next expo take place?

starts may 2015, finishes october 2015 in milano, italy

6 months long warm weather - during european summer only occurs once each 5 years

purpose
why do countries care about expos?

because its an unrivaled opportunity for nation-brand building

huge exposure to massive crowds spreading cultural uniqueness & economical strengths promoting investments, exports & tourism

background
peru in the latest expo

background
peru in the latest expo

you should never judge a pavilion by its cover, but when it looks like this we cant help it - CNN
weak concept & lack of ideas poor implementation absence of ownership rented pavilion, 1000 m2 $1,8m, no private sponsoring

source: elcomercio.pe

background
other countries in the latest expo

background
other countries in the latest expo

the parenthesis form of the exterior refers to an open arm... brazil welcomes all types of people and cultures - archdaily
simple yet strong concept consistent storytelling technology & well-trained staff rented pavilion, 2000 m2 $35m, inc. private sponsoring

source: learn-culture.com

background
other countries in the latest expo
chile

background
other countries in the latest expo

the smartest latam pavilion, covered with wood and cooper, offering emblematic exports - el comercio
articulated overall concept impeccable architecture: materials & execution conceptualized well in advance owned pavilion, 2500 m2 $30m, inc. private sponsoring

source: emol.com

background
other countries in the latest expo
spanish basket

background
other countries in the latest expo

one of the longest lines among all expo pavilions, usually taking three to four hours to get in - shanghaidaily
arguably the best conceived pavilion in shanghai very memorable as a whole conceptualized by 3 awarded spanish filmmakers highly persuasive external architecture developed by an autonomous governmental organism owned pavilion, 7000 m2 $78m, inc. private sponsoring
source: expo-int.com

background
other countries in the latest expo
china uk

poland

denmark

contents
1. the context 2. pavilion concept 3. space design

source: wikipedia

what is peru uniqueness?

that one thing that only peruvians but nobody else can claim

to be one of those few truly ancient civilizations of the world

due to its ancientness, peru ranks among top 10 country brands

source: futurebrand

old peru

bridge

--- new peru

the new peru

growing way faster than the rest of the world

source: apoyo consultoria

perus motto for expo milano

rebirth of a culture

three concepts
- peru is multifaceted -

rebirth of aesthetics

rebirth of skills

rebirth of tastes

contents
1. the context 2. pavilion concept 3. space design

source: wikipedia

seeking for consistency with perus new brand identity...

the design is inspired in m ray

colossal concentric circles that incas used for agro optimization

stone circular terraces located in the cusco area unknown among peruvians also works as amphitheater

prevalent material
peruvian totora present in the exterior and the 3 stories

pavilion layout

rebirth of aesthetics

rebirth of skills

rebirth of tastes

pavilion exterior
rebirth of aesthetics rebirth of skills

rebirth of tastes

pavilion features

2 towers, 1 amphitheater, 1 tasting center average 20-minute visit owned pavilion, 2500 m2 (50x50) $20m investment (inc. private funding) organized well in advance by a clearly-defined team persuasive exterior, consistent storytelling, articulated conce

the journey

mandatory free

rebirth of aesthetics

a journey from antique textiles to avant-garde alpaca design

old + new + living culture old: ancient paracas textiles new: trendy woolens living: attractive local models & weavers on action visuals: chaccu video (2 block sound: jp magnet serenata

rebirth of skills

a surf-trip from pioneer wave riders to current world masters

old + experience + new old: ancient caballitos samples experience: wave-riding new: modern champions boards visuals: animated film of totora riding, short film of peruvian world champions, and 360 video projected on imax oval screen sound: incidental wave-breaking extra sensation: salt water vapor

caballito de totora

rebirth of tastes

tasting center

tasting center

prepared & designed by:

hernan carranza
marketing director at casa andina (2004-2009) marketing manager at inkaterra (2003-2004) advisor at lima tours (2009-2010) professor at universidad del pacifico (2006-2008) has explored and photographed all 24 departments in peru specialization courses at maastricht, kellogg & cornell currently making a master degree on interactive thinking at ny

camilo valdivia
associated architect at adolfo chavez arquitectos (2007-2010) senior architect at augusto ortiz de zevallos (2005-2007) development architect at miguel cruchaga arquitectos (2003-20 architect at cooper graa nicollini arquitectos (1999-2000) professor at universidad nacional de ingenieria (2004-2006) has traveled extensively throughout latam, europe & asia master degree on sustainable architecture at universidad politecnica de catalua