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Interview: How to operate a successful venue at Milan Expo: China pavilion director

Xinhua, June 8, 2015 Adjust font size:

The China Pavilion has become one of the most popular ones at Milan Expo 2015 for its unique styling and presentation. China Pavilion director Zhang Liang told Xinhua the reason why the venue maintains high popularity.

"Adequate preparation firms the foundation of success," said Zhang. "That's why China Pavilion could become one of the hottest ones."

According to statistics, the pavilion has received more than half a million visitors since the opening of the expo on May 1.

Zhang said dozens of designers took part in an open international tendering based on the core theme of Expo Milano 2015 "Feeding the Planet, Energy for Life." Among them, a design from Tsinghua University stood out for its integration of both Chinese and Western styles.

Themed "Land of Hope, Food for Life," the rippling wheat-shaped building of China Pavilion exhibits the country's agricultural history, food culture, and its future expectations to the world.

The "Field of Hope" inside the pavilion consists of some 20,000 shining artificial wheat straws and presents the visitors with a strong visual impression.

"We use high tech to show the theme, which could better attract a Western audience," said Zhang.

Besides, constantly updated shows and presentation are another reason for the pavilion's popularity. Zhang said that during the six-month Expo, China Pavilion will host special events featuring the country's 18 provinces, autonomous regions, or municipalities. As well, there are 10 corporate day activities.

"Staying fresh makes China Pavilion different, which is the secret of its successful operation," said Zhang. "Visitors can have a brand new experience each time they enter the venue." Endit