Jun 12, 2015

Workshops, conferences and EXPO Milano

3 days in Milan

Milano, home of the Universal Exhibition, also welcomed about thirty representatives of the CBA Network for our annual international meeting. We had the opportunity to discuss wider design industry issues, as well as directions for the development of the CBA network.

Focus on creation

The focus of the 2015 International Meeting was on creativity, to a shared, enriched and strengthen creativity across the group. With a view to share the learning of each office of the last 12 months each of our 11 offices, from 9 countries shared their recent experiences and project work (Nescafé, Chandon, Purina, SaudiGulf Airlines, to name but a few).
The CBA group has hired some highly skilled new senior creative talent in the last 12 months Andrew King (Ex-Landor, ex-Pigeon) for London and Paris, Brian Steele (ex-Turner Duckworth) for the United States, Gustavo Richero for Spain). The international meeting was a great opportunity for these new hires to meet and discuss the issues facing each office.

Conference at Design Library

In the evening on Thursday June 4th, 4 Creative Directors presented four of CBA’s headline projects of the last
12 months at Milan’s Design Library:

  • Andrew King (UK): Nescafé - Global redesign & retail enviroments
  • Giacomo Cesana (IT): Womo - the creation of Womo, a male grooming brand
  • Alessandro Bolchi (FR): Maille’s – The reinvigorating of a premium brand
  • Brian Steele (US): Purina Beyond – The creation of a new premium, organic pet food brand

Milano Exhibition: Which to visit

Our trip to Milano culminated with a visit to the Universal Exhibition.

The Expo is as huge event with 140 participants divided into a one million square meter exhibition space, the theme for this years event being “Feeding the planet, Energy for life”. Each country then gave their own interpretation of the topic in their pavilions.

Bee Hive

Without doubt, the most impressive pavilion (and most photographed!) was the one from the United Kingdom. The aluminum metal bee hive by Wolfgang Buttress mixes art and engineering, it invites visitors to walk on a glass floor
suspended above the ground, surrounded by the sound of bees.

Future Food District

Other highlights include: the Future Food District, especially the Future Supermarket. Even if we question the relevance its clinical approach, we were captivated by the numerous LCD screens that give information about
the origin, ingredients and carbon footprint of products as we interact with them at point of sale… think Minority Report. 

Last but not least, here is our subjective selection of pavilions which are worth the journey :

  • Austria and its miniature forest, which brings a true air puff and sensoriality
  • United Arab Emirates and its amazing waves structure conceived by Norman Foster, the only one which will enjoy a second life after the exhibition, by relocating to Masdar City
  • Brazil and its nets on which visitors are walking to join the space’s heart
  • Italy and it’s giant decontaminating liner-building
  • Japan and its continuous capacity to finely associate modernity and tradition
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