Milan (CNR) One century ago, Chinese brands, for the first time, appeared at the Panama-Pacific International Exposition in 1915. Many Chinese enterprises afterwards went abroad, found reputation worldwide. After growth over a century, they developed into multinational giants and the backbone of China’s national economy.
100 years later, at 2015 Universal Exposition, in commemoration of the centennial anniversary of China’s participation in the universal exposition, China Corporate United Pavilion (short as CCUP) is established to showcase once more the strength and charm of Chinese brands in front of the world, pave the way for Chinese entrepreneurs going abroad, and promote the commercial and cultural communication between China and Italy as well as between China and the world.
With the name "Seeds of China," and drawing on the symbolism of the seed, the China Corporate United Pavilion interprets the dream of a group of Chinese companies that seek to live the values of conservation of natural resources and food security. The entrepreneurial spirit of China, imbued with heritage, perseverance and innovation, is truly epitomized by the living essence of seeds.
The image of power that arises from the breaking of ground to the sprouting of seeds has inspired the design of the China Corporate United Pavilion. The life that comes from the green heart, that contains the auditorium space, transforms into the spiral of a DNA chain tracing an upward path, to then take on an elliptical form: the ramp gently accompanies visitors upwards towards the open spaces of the Italian-Chinese garden and the terrace.
In the exhibition spaces, the themes on display are "The Origin of Life," "The Power of Growth," "The Dream of the Seeds," "Light of Life," "Cycle of Life," "The Culinary Arts," and others, showing the path of growth and the role of the business community within the rapid development that China has enjoyed.
At Expo Milan 2015 China presents in three different pavilions, they are separate but interconnected with each another: the China Pavilion; the Pavilion of the property developer, Vanke; and the China Corporate United Pavilion, made up of Chinese enterprises that present themselves to the world, while maintaining the dreams and the hopes of their history. For CCUP, It is the first time that Chinese companies unite to take part in a Universal Exposition with their own pavilion. As the seeds of China, these companies will continue to shine gloriously in the future. (By Jin Wang Courtesy to CCUP Design team’s material)