Pavillon suisse • Expo Dubaï

Intitulé "Reflections", le pavillon a été conçu par l'équipe de projet suisse OOS AG, Bellprat Partners AG et Lorenz Eugster Landscaping GmbH et a présenté l'un des designs les plus innovants de l'Expo. Avec une façade en miroir qui reflétait les couleurs emblématiques de la Suisse, le pavillon s'est avéré très attrayant pour les visiteurs.

L'expérience de la nature sous forme d'un panorama de montagnes, qui se révélait après avoir émergé d'une mer de brouillard et montrait montrait des destinations touristiques sélectionnées en coopération avec Switzerland Tourism, a exercé une forte attrataction sur les visiteurs

Avec plus de 150 événements, le pavillon suisse était également une plateforme importante de l'Expo 2020 de Dubaï pour engager le dialogue avec les acteurs régionaux dans les domaines de l'économie, de la science et de la politique et pour approfondir les relations avec le plus important partenaire commercial du Moyen-Orient.

Plus de 50 entreprises suisses ont utilisé le pavillon pour leurs propres événements et leur réseautage, dont les trois partenaires principaux, Rolex S.A., Schindler et Suisse Tourisme, ainsi que Clariant, Novartis, Nestlé, Roche, KGS. Sprüngli était représenté avec sa propre boutique et son café.

Une enquête menée au pavillon auprès des visiteurs montre que le pavillon a fait une bonne ou très bonne impression sur la grande majorité d'entre eux. En particulier dans les domaines de l'innovation, du tourisme, de la durabilité et de la responsabilité, ainsi que par rapport aux produits suisses, la visite du pavillon a eu un effet positif sur la perception de la Suisse.

Switzerland the first nation to join the Expo Dubai

Switzerland was the first nation to confirm its participation in the next World Expo, which took place in Dubai. It was the first world exhibition to be hosted by an Arab and Muslim country. Over 190 countries have signed up to take part in the Expo, whose theme is 'Connecting Minds, Creating the Future'.

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 are reserved for workshops and events allowing the eager visitor to engage with the various topics and learn even more. 

Reflections

The Swiss pavilion ‘Reflections’ revolved 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 presented itself with an iconic cubic temporary structure inspired by the Bedouin tents. The construction, operation and maintenance of the pavilion all reflected the sustainable theme of the Expo, ‘Connecting Minds, Creating the Future’. The pavilion itself was 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, made a bold architectural statement from the outside. From the inside, it offered a one-of-a-kind experience: as they pass through the pavilion, visitors not only experienced the beautiful Swiss landscape but learnt more about Switzerland as a country which is proud of its traditions and at the same time highly innovative. 

Design Story

Based on the concept of a journey, visitors experienced surprising facets of Switzerland by walking through the pavilion. In terms of content and dramaturgy, ‘Reflections’ was composed in three acts.

In the first act, the audience was invited, while waiting in line, to shape the facet ‘typically Swiss’ – interactively by means of reflection in a mirror. The journey continued inside the pavilion for the second act. Here a unique experience of nature was staged. The audience strived towards the dramaturgical climax: they walked uphill through real fog. Destination unknown. When emerging from the fog came the surprising view of an artistic interpretation of a mountain panorama. This authentic Swiss experience shook all the senses and left a biographical note for the visitors.

The third act covered the facet of an urban, sustainable and creative environment, reflecting Switzerland’s position as one of the most innovative and competitive countries in the world.  The exhibition surprised visitors with one last sensory experience. They were invited to discover Swiss innovations and achievements by catching drops of water – from the sea of fog – and drawing knowledge from the fountains of innovation.

In the same area, in cooperation with Swissnex, Swiss partners and companies, the pavilion presented a number of temporary exhibitions reflecting Switzerland’s position as one of the most innovative and competitive countries in the world. True to the Expo theme ‘Connecting Minds – Creating the Future’, the three acts each communicate Switzerland’s strengths and opportunities in the fields of education, research, innovation and business. 

The journey ended with an interpretation of Arab landscapes in the Wadi, with alluvial hills and individual vegetation groups. A special feature of this wadi landscape were the seating elements made of recycled concrete. Inspired by the Majlis seating culture, they created a place to stay and cultivate hospitality.

Swissnex

Swissnex - the global network connecting Switzerland and the world in education, research, and innovation - presented content based on the Expo focus weeks, which are linked to the UN Sustainable Development Goals. 

Swiss universities, start-ups and innovative companies showcased their research and inventions through temporary exhibits and presentations for the general public. In addition to this, panels, workshops, pitch contests and networking events took place at the event space and the rooftop terrace. 

Its purpose was 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. 

Swiss hospitality

The Swiss pavilion did not fail to live up to its reputation for hospitality. The exhibition was complemented by a Sprüngli Boutique and Café and spaces on the rooftop reserved for private and public events. The visitors had 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.