Swiss Pavilion at Expo Dubai
October 1st, 2021 to March 31st, 2022
Switzerland the first nation to join the Expo Dubai
Switzerland was the first nation to confirm its participation in the next World Expo, which takes place in Dubai. It will be the first world exhibition to be hosted by an Arab and Muslim country. Over 190 countries have already signed up to take part in the Expo, whose theme is 'Connecting Minds, Creating the Future'. Some 25 million visits are expected, with 30% coming from the United Arab Emirates (UAE) and 70% from abroad, thus making this the first event of its kind to attract more international visitors than local attendees.
Swiss Pavilions at previous Expos have always successfully differentiated themselves from the competitors through interactive content close to the visitor. Personal contacts with the pavilion staff allow a communication of our country through its people. Spaces in the pavilion will be reserved for workshops and events allowing the eager visitor to engage with the various topics and learn even more. In Dubai, the pavilion should belong to the top attractions of Expo 2020 and be able to receive 10% of the total visits
The Swiss pavilion ‘Reflections’ revolves around reflecting key aspects of Switzerland’s culture, natural beauty and innovations, delivered through a series of interactive elements and images; the country’s breathtaking landscapes serving as a backdrop to Swiss solutions for a sustainable future, showcasing our technologies, innovations and scientific achievements.
Switzerland will present itself with an iconic cubic temporary structure inspired by the Bedouin tents. The construction, operation and maintenance of the pavilion all reflect the sustainable theme of the Expo, ‘Connecting Minds, Creating the Future’. The pavilion itself is constructed from sustainably produced scaffolding elements and textiles, both easy to install and dismantle.
The Swiss project selected, Reflections, designed by Zurich-based architects OOS in collaboration with Bellprat Partner and Lorenz Eugster, makes a bold architectural statement from the outside. From the inside, it offers a one-of-a-kind experience: as they pass through the pavilion, visitors will not only experience the beautiful Swiss landscape but learn more about Switzerland as a country which is proud of its traditions and at the same time highly innovative.
Based on the concept of a journey, visitors are invited to experience specific Swiss values by walking through the pavilion, subdivided into three dramatic acts, each reflecting the core themes: ‘Typically Swiss’, ‘Discover Opportunities and Possibilities’ and ‘Connecting Minds, Creating the Future’.
ACT I - ‘Typically Swiss’
The first act will take place at the entrance of the pavilion and will have a very strong visual impact. The entrance to the pavilion, with its Swiss cross, can be seen from afar. Here, Switzerland will roll out the red carpet to the world. The façade of the building will be entirely covered with reflective film that will not fail to attract attention. Visitors standing in the queue to get in will modify by their very presence the image reflected by the giant mirror above their heads until they enter the crystal cave.
Act II - "‘Discover Opportunities and Possibilities’ "
The second act will take place in a large, high-ceilinged space, and will be accessed through a crystal cave. Visitors will be surprised to enter a dark room where the typical sounds of the Swiss mountains will be heard. Then they can hike through a sea of fog or ride a ‘magic carpet’ to the top where sunlight passes through the upper part of the room. Here, visitors will enjoy a breath-taking Swiss panorama and learn about the tourist attractions of our country and the opportunities created by a well-preserved environment. This will be an emotive experience for all the senses.
Looking down on the mountain slopes, visitors will enter the ‘universe of opportunities’. A six-minute documentary film will then be projected, scrolling through the panorama from day to night and from spring to winter. From a single vantage point, ‘long views’ will show the opportunities that Switzerland offers in the face of global challenges, such as its dual education system, innovations in sustainable development and citizen participation in political decision-making. This will be a further opportunity for Switzerland to convey substantive messages.
Act III - "Connecting Minds, Creating the Future"
The third act will be devoted to start-ups and digital technology. Located on the ground floor, an exhibition area will showcase innovations from Swiss companies. In the same area, a stage will host our Daily Swiss Digital Show. In cooperation with Swiss partners and companies the pavilion will present a number of temporary exhibitions reflecting Switzerland’s position as one of the most innovative and competitive countries in the world.
In the “Swissnex mobile”, dedicated to research, education and innovation, Swiss partners will present their research and products through small exhibits, talks and showcases aligned with the Focus Weeks of Expo 2020. Its purpose is not only to promote the know-how of Swiss universities, startups and companies, but also to create joint events with local partners from the UAE and the wider region.
The Swiss pavilion does not fail to live up to its reputation for hospitality. The exhibition will be complemented by a Sprüngli Boutique and Café and spaces on the rooftop reserved for private and public events. The visitors will have the opportunity to experience Switzerland from its sweet side and enjoy a variety of Swiss chocolate at the “Sprüngli Café” and fresh drinks and bar food on the rooftop terrace.
Interested in making your company part of the Swiss presence during the Expo 2020 Dubai?
The pavilion will host a number of temporary exhibitions that turn the spotlight on Swiss innovation and the products and services of private-sector partners and the Swiss tourism sector to promote the country’s economic capacity and attractiveness as a tourist destination to the UAE − Switzerland’s foremost trading partner in the Middle East.
Please do not hesitate to contact us if you would like further information on partnership opportunities.
Ms Celia Arribas, Head of Sponsoring
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