Expo magazine october 2015 by Leopard Publishing

MI L ANO2015 Fe edi ngt hePl a net , Ener gyf orLi f e EXPOAST ANA2017 Fut ur eEner gy EXPODUBAI2020 Oppor t uni t y , Mobi l i t y , Sus t a i na bi l i t y ExpoMa ga z i ne™ Thel ea di ngpubl i c a t i onc onne c t i nggl oba lbus i nes s .

I MA G I N ET H EP O S S I B I L I T I E S .

Cor por a t eCommuni c a t i on - Ma r k et i ngSt r a t e gi es - Br a ndi ng - Pr es sOf ямБc es WWW. LEOPARDPUBLI SHI NG. COM I NFO@ LEOPARDPUBLI SHI NG. COM

ExpoMa ga z i ne™ Thel e a di ngpubl i c a t i onc onne c t i nggl oba lbus i ne s s , de di c a t e dt o Uni v e r s a lExhi bi t i ons , a nddi s t r i but edgl oba l l yi nt hek e y pl a c es t ot hek e y pe opl e.

ExpoMa ga z i ne™ de c l i nesa nyr es pons i bi l i t y , di r e c tori ndi r e c t , der i v i ngf r om t hec ont ent s oft hi spubl i c a t i on. Fora l lc ont ent sa ndi nf or ma t i onpl ea s er ef er t ot heof ﬁc i a lwebs i t ee xpoma ga z i ne. c om. Thi si sac ol l e c t i onoft hebes twebs i t e ’ s ont ent s . c ExpoMa ga z i ne™ de c l i naqua l s i a s i r es pons a bi l i t à , di r et t aoi ndi r et t a , der i v a nt e da ic ont enut idiques t apubbl i c a z i one. Perul t er i or ii nf or ma z i onis ipr e gadiv i s i t a r e i ls i t owebe xpoma ga z i ne. c om, c hec os t i t ui s c e i lr i f er i ment ouf ﬁc i a l eperic ont enut i . Ques t aèunar a c c ol t adeimi gl i or ic ont enut i dels i t oweb.

ExpoMa ga z i ne™ i sa nof fic i a lOnl i nea nd Pr i nt edEdi t i on. T r a dema r kRe gi s t er edi nt heEur opea n Communi t y . Cer t i fic a t eofRe gi s t r a t i onn°008890279 ExpoMa ga z i ne™ èunapubbl i c a z i one uf fic i a l eOnl i neeSt a mpa t a . T r a dema r ki s c r i t t oa lRe gi s t r odeiMa r c hi Comuni t a r idel l ' Uni oneEur opea . Cer t i fic a t odiRe gi s t r a z i onen°008890279 T r a dema r khol der : L e opa r dPubl i s hi ngSr l , Mi l a no, I t a l y www. l e opa r dpubl i s hi ng. c om

Adv er t i s ement T oa dv er t i s eonExpoMa ga z i ne™ Ema i l : i nf o@e xpoma ga z i ne. c om Phone: +390278627835 Pubbl i c i t à Perl apubbl i c i t às uExpoMa ga z i ne™ Ema i l : i nf o@e xpoma ga z i ne. c om T el ef ono: +390278627835

Pr i nt edi nI t a l y . Oc t ober2015.

EXPOMAGAZI NE. COM

C O N T E N T S 12 11 12 20 28 32 35 52 54 57 60

EDI TOR’ SLETTER WORLDENERGYOUTL OOK

GI ORGI OBERNER

_ Pr es i dentoft heSwi s sCha mberofCommer c ei nI t a l y

NATI ONBRANDI NG

_ a ni nt er v i e wwi t hFa t i neAma nt eofL e opa r dPubl i s hi ng

I NSI GHT

_ Fut ur eEner gy , de c i s i onsoft oda yf ort omor r ow

MADEi nI T AL Y

_ Thev a l ueofaNa t i on’ sBr a nd

EXPOGUI DE BARCL AYS

_ I nt e r v i e wwi t hAl e s s a ndr aPe r r a z z e l l i , Count r yMa na ge rI t a l y

EXPOHOTELMI L AN

_ TheEmba s s yGa r denspr oj e c t

EXPOMI L ANO2015

EXPOMAGAZI NE. COM

SMARTCI TY

_ Del i v er i ngas ol ut i ont oourf ut ur e

FROM MI L ANWI THL OVE _ Ex pl or i ngt hec i t y ’ se c onomy

THEEXPO& THEBI E AST ANA2017 _ Fut ur eEner gy

L AMBORGHI NI _ Hur ac án

GENOABOATSHOW 2015 _ The55t hEdi t i on

DUBAI2020

_ Conne c t i ngMi nds , Cr ea t i ngt heFut ur e

68 73 77 80 84 91 98

EXPOMAGAZI NE. COM

PUBLI SHER’ SLETTER Dea rr ea der , Wel c omeonboa r dExpoMa ga z i ne. Ia m pr oudt oi nv i t ey out or ea da nddi s c ov erExpoMa ga z i ne. ExpoMa ga z i neha sgr owngl oba l l yt oout r ea c he v enourmos tent hus i a s t i ce xpe c t a t i ons . Ba c ki n2010whenwet ook t heﬁr s ts t epsa ndweopenedt hewebs i t e, a l lourt ea m di dn' te xpe c tt hei mpr es s i v enumber soft hec ur r entwebs i t e a ndt hepr i nt ededi t i on. Wea r er ea c hi ngmi l l i onsofr ea der sa ndwea r egl a dt oa ddy out oournet wor k . Al lt hi sha s be enpos s i bl et ha nk st oourt ea m ma deofpr of es s i ona l sa l ls pe c i a l i z edi nt hei rs pe c i ﬁcdoma i n. Wea l lwor k edha r d s i nc et hebe gi nni ng, wi t hdedi c a t i ona ndent hus i a s m. Wea l wa y sbel i e v edi noures s ent i a lv a l ues : s pr ea di nf or ma t i ongl oba l l ya ndbr i ngk nowl edget ope opl e, s uppor t i ng Uni v er s a lExpos i t i onsi nt hei ra i ms . 2015i sal a ndma r k : Ia mv er yent hus i a s t i ct os a yt ha tExpoMa ga z i nei snowagl oba lc ommuni c a t i ont ooli nv ol v i ng c ount r i es , c ompa ni esa ndpe opl e. Webe c a meapi v ot i ngpoi ntf ort heExpohel di nMi l a nt hi sy ea r , l e v er a gi ngt he c ommuni c a t i onofent er pr i s es , or ga ni z a t i onsa ndpe opl e. Ourmi s s i oni st ogener a t ea nddel i v erf a c t st oourgl oba l r ea der s hi pa ndt hi sha sbe enpos s i bl ea l s ot ha nk st oourc l i ent sa ndpa r t ner s . ExpoMa ga z i nei sauni quet ool , oneofi t sk i nd: wedon' tha v eas i ngl et a r getbutwet a l kbot ht opr i v a t ea ndbus i nes s r ea der s , a ndmor e ov ert oc ount r i esi nt hei ref f or tt obui l dar eput a t i on, enha nc i ngt hei rdi s t i nc t i v ec ha r a c t er i s t i c s . Al l t hi sma k esofExpoMa ga z i neat r ul ygl oba lpubl i c a t i on, l ea di ngf r om oneExpot ot heot her . Andt hi si sonl yt hebe gi nni ng, be c a us eourhor i z onsa r ee xpa ndi nga ndwea r ewor k i ngwi t ha l lourdedi c a t i ona nd ent hus i a s mt owa r dsAs t a naa ndDuba i . Ibel i e v et ha tExpoMa ga z i newi l lbe c omet hepoi ntofr ef er enc ef orgl oba lbus i nes si nr el a t i ont oUni v er s a lExpos , wi t ht hea i mt oi nv ol v ea ndbr i ngi nf or ma t i on.

L e opa r dPubl i s hi ng Thepubl i s her

F U T U R EE N E R G Y

S T R A T E G I CC H A L L E N G E SI NG L O B A LE N E R G YWO R L DE N E R G YO U T L O O K Howwi l lgl oba lener gyma r k et se v ol v et o2040? I nt heNewPol i c i esSc ena r i o, ener gydema ndgr owsby37% t o2040onpl a nnedpol i c i es , a na v er a ger a t e ofgr owt hof1. 1%.Dema ndgr e wf a s t erov ert hepr e v i ousde c a des ;t hes l owdowni ndema ndgr owt hi s ma i nl yduet oener gyef fic i enc yga i nsa nds t r uc t ur a lc ha ngesi nt hegl oba le c onomyi nf a v ourofl es sener gy i nt ens i v e a c t i v i t i es . Na t ur a lga sus ea ndt heus eofl owc a r bonf uel sgr ows t r onges t , i nc r ea s i ngl yr epl a c i ng c oa la ndoi li nt heener gymi x. By2040, ea c hf os s i lf uela c c ount sf ora r oundonequa r t erofgl oba lener gy dema nd, wi t ht her ema i nderf r om l owc a r bonf uel s . Ener gydema ndgr owt hs hi f t sdec i s i v el ya wa yf r om OECDc ount r i es . Chi nadomi na t esener gydema nd gr owt hunt i lt hemi d2020s , buta si t spopul a t i onl e v el sof fa ndi t se c onomi cgr owt hs l owsa r oundt ha tt i me, I ndi at a k esov era st hel ea di ngengi neofener gydema nd. Des pi t et hes t r onggr owt h, ener gyus eperc a pi t a i n2040i nnonOECDc ount r i esi ss t i l lwel lbel owt hea v er a geofOECDc ount r i esi nt he1970sa tc ompa r a bl e l e v el sofGDPperc a pi t a . T e c hnol ogi c a lpr ogr es sa ndi mpr ov edener gyef fic i enc y , howe v er , a l l owahi gher l e v elofdema ndf orener gys er v i c est obes a t i s fiedperuni tofener gy . Ther eor der i ngofener gyt r a deflowst owa r dsAs i a nma r k et sga t her spa c e. Ri s i ngc r udeoi l i mpor tne eds ofChi naa ndI ndi a , f r om t heMi ddl eEa s ta ndot herr e gi ons , i nc r ea s et hei rv ul ner a bi l i t yt ot hei mpl i c a t i onsof apos s i bl es hor t f a l li ni nv es t mentoradi s r upt i ont ooi ls uppl y . Thes ha r eofna t ur a lga si nt ot a li nt er r e gi ona l f os s i l f uelt r a der i s esbyonequa r t ert omor et ha n20% by2040;c onc er nsa boutga ss e c ur i t ya r eea s edby t hei nc r ea s i nga v a i l a bi l i t yofLNG. Coa lt r a degr owsby40% t o2040, dr i v enbys t r ongAs i a ndema nd.

EXPOMAGAZI NE. COM

Wor l doi ls uppl yr i s esby14mb/ dt o104mb/ di n2040, butt het r endhi ngesc r i t i c a l l yont i mel y i nv es t ment si nt heMi ddl eEa s t . Unt i l2025, nonOPECs uppl yf r om t heUni t edSt a t es , Ca na daa ndBr a z i l c ont r i but est oout putgr owt h. Butbyt hemi d-2020s , t ot a lnonOPECoi ls uppl ys t a r t st of a l lba c k , i nc r ea s i ngt hec a l lonma j orr es our c ehol di ngc ount r i esi nt heMi ddl eEa s t . Ov ert heOut l ookper i od, t het a s kofbr i ngi ngpr oduc t i ona bov e100mb/ dr es t sonaf a i r l yl i mi t ednumberofs houl der s . Al lma j orr egi ons , e xc eptEur ope, c ont r i but et ot hemor et ha n50% r i s ei nna t ur a lga sout put . Gl oba l pr oduc t i onofna t ur a lga sr i s esi nanea r l i nea rf a s hi ont o5400bc mi n2040, wi t ha ni nc r ea s i ngl y i mpor t a ntr ol ef orunc onv ent i ona lga swhi c hi nc r ea s esi t ss ha r ei nout putf r om 17% t o31%. Ga s r es our c esa r emor et ha ns uf fic i entt ome ett hi si nc r ea s ei ndema nd, butt her e qui r edc umul a t i v e i nv es t mentofmor et ha n$11t r i l l i ona l ongt hega ss uppl yc ha i nr epr es ent sas t er nc ha l l enge, wi t h t hewa yt ha tga swi l lbepr i c edondomes t i ca ndi nt er na t i ona lma r k et sak e yunc er t a i nt y . Gl oba lc oa ldema ndgr owsa tamuc hl owerr a t et ha nov ert hel a s t30y ea r s , a t0. 5% pery ea r , t o 6350Mt c ei n2040. Gr owt hofc oa ldema ndi sc ons t r a i nedbyne wa i rpol l ut i ona ndc l i ma t epol i c i es i nt hema i nma r k et s–t heUni t edSt a t esa ndChi na–buta l s oi nEur ope. Coa lus ec ont i nuest ogr ow br i s k l yi nI ndi a . Chi na , I ndi a , I ndones i aa ndAus t r a l i aa l onea c c ountf orov er70% ofgl oba lc oa lout put by2040, under s c or i ngAs i a ’ si mpor t a nc ei ngl oba lc oa lt r a dea ndpr i c i ng. Ener gyef fic i enc ys l owsener gydema ndgr owt h, di mi ni s hess uppl y s i dei nv es t menta ndr educ es i nt er na t i ona lener gypr i c es . Wi t houtt hec umul a t i v ei mpa c tofener gyef fic i enc ymea s ur esov ert he pr oj e c t i onhor i z on, oi ldema ndi n2040woul dbe23mb/ d( or22%)hi gher , ga sdema nd940bc m( or 17%)a ndc oa ldema nd920Mt c e( or15%)hi gher . Be y ondc ut t i ngener gyus e, ener gyef fic i enc yl ower s ener gybi l l s , i mpr ov est r a deba l a nc esa ndc ut sCO2emi s s i ons . I mpr ov edener gyef fic i enc yc ompa r ed wi t ht oda yr educ esoi la ndga si mpor tbi l l sf ort hefiv el a r ges tener gy i mpor t i ngr e gi onsbya l mos t $1t r i l l i oni n2040. Ma nygov er nment sha v ea nnounc ednewmea s ur est oc ur bCO2 emi s s i onsi nt her unupt ot heUN c l i ma t es ummi ti nPa r i si n2015, butt he yf a l ls hor tofr ea c hi ngt he2° Ct a r get . Emi s s i onsr i s eby20% t o2040, put t i ngt hewor l dont r a c kf oral ongt er m gl oba lt emper a t ur ei nc r ea s eof3. 6° C. I nc r ea s i ng powers e c t orde c a r boni s a t i ont hr ough2040bya bout25% i sk e yt oa c hi e v i ngc l i ma t egoa l sa nd woul dt a k et hewor l dha l f wa yt owa r dsl i mi t i ngt het emper a t ur ei nc r ea s et o2° C.

Wha t ’ si ns t or ef orf os s i lf uel s ? I nt heNewPol i c i esSc ena r i o, dema ndf oroi lr i s esby14mb/ d, t or ea c h104mb/ di n2040, des pi t e mea s ur esa ndpol i c i esa i meda tpr omot i ngener gyef ﬁc i enc ya ndf uels wi t c hi ng. Thepa c eofdema nd gr owt hde c r ea s esma r k edl y , f r om a na nnua la v er a geof0. 9%t o2020, downt oonl y0. 3%pery ea ri nt he 2030s , mov i ngt owa r dsapl a t ea ui ngl oba loi lc ons umpt i on. Thenetgr owt hi ndema ndc omesent i r el y f r om nonOECDc ount r i es : f orea c hba r r elofoi lel i mi na t edf r om dema ndi nOECDc ount r i es , t wo a ddi t i ona lba r r el sofoi la r ec ons umedi nt hede v el opi ngwor l d. Chi nabe c omest hel a r ges toi l c ons umi ngc ount r yi nt heea r l y2030s .

Ga spr oduc t i oni nc r ea s esi ne v er yma j orr egi one xc eptEur ope. Unc onv ent i ona lga sa c c ount sf ora l mos t 60% oft hegr owt hi ngl oba lpr oduc t i on, hel pi ngChi nat or e gi s t ert hef a s t es tga sout putgr owt ha mongt he ma j orpr oduc er s . TheUni t edSt a t esr ema i nst hel a r ges tgl oba lga spr oduc er , a l t houghpr oduc t i ont a i l sof fi n t hel a t e2030sa ss ha l ega sout puts t a r t st of a l lba c k . Thewa yt ha tga swi l lbepr i c edondomes t i ca nd i nt er na t i ona lma r k et si sak e yunc er t a i nt y , wi t ht hec ha l l engeoffindi ngapr i c el e v ela ndpr i c i ngme c ha ni s ms a c c ept a bl et oc ons umer sbutnonet hel es ss uf fic i entt oi nc ent i v i s el a r gene wi nv es t ment si nga ss uppl y pr ov i ngc ha l l engi ng. Ther el a t i v ei mpor t a nc eofnonOPECpr oduc er s i nc r ea s est hi sdec a de, butonl yt hel a r gepr oduc er s ofOPECc a nmeetl ongt er m dema nd. Out putgr owt h i nt heAmer i c a s , l edbyUSt i ghtoi l , Ca na di a noi ls a nds a ndBr a z i l i a nde epwa t erout put , pus hesnonOPEC pr oduc t i onhi gherunt i lt hemi d2020s . Howe v er , a de c l i nei nUSt i ghtoi la f t ert hi smea nst ha tby2040, nonOPECs uppl yf a l l sba c kt o51mb/ d. OPECpr oduc t i on i nc r ea s esbyl es st ha n1mb/ dov ert her ema i nderoft hi s de c a de, butt henne edst oi nc r ea s e s ubs t a nt i a l l yi nt he2020s( bymor et ha n6mb/ d)a ndby a l mos ta smuc ha ga i ni nt he2030s . Ther efini ngs ec t orha st oa dj us tt ot henewgeogr a phy ofoi ldema nda nds uppl ya ndt hec ha ngi ngc ompos i t i on off eeds t oc k s , apr oc es st ha tl ook spa r t i c ul a r l ydi f fic ul t f orEur ope, whi c hc ont i nuest oha v eal a r gee xc es sof r efiner yc a pa c i t y . By2040, t wooutofe v er yt hr e eba r r el s ofc r udeoi lt r a dedi nt er na t i ona l l ya r edes t i nedf orAs i a , upf r om l es st ha nonei nt wot oda y , dr a wi ngt oAs i aa r i s i ngs ha r eoft hea v a i l a bl ec r udef r om t heMi ddl e Ea s ta ndbe y ond. Gl oba lga sus ec ont i nuest ogr ow, wi t hdema ndof5. 4t c mi n2040–mea ni ngt ha tga sdr a wsl e v elwi t h c oa la st hes ec ondl a r ges tf ueli nt hegl oba lener gymi x, a f t eroi l . Thema i nr e gi onspus hi nggl oba lga s dema ndhi ghera r eChi na , whi c hbe c omesal a r gerga sc ons umert ha nt heEur opea nUni ona r ound2030, a nd t heMi ddl eEa s t . Wi t hi nt heOECD, USga sdema ndgr owst o900bc m by2040, whi l ei nJ a pa nc ons umpt i on f a l l sba c ka snuc l ea rr ea c t or sa r egr a dua l l yr es t a r t ed. Ga sc ons umpt i oni nEur oper et ur nst o2010l e v el sonl y i nt heea r l y2030s , wi t ht heout l ookl i k e wi s ehea v i l yc ont i ngentonpol i c ya c t i on, not a bl yonCO2pr i c i ng. Ga spr oduc t i oni nc r ea s esi ne v er yma j orr egi one xc eptEur ope. Unc onv ent i ona lga sa c c ount sf ora l mos t 60% oft hegr owt hi ngl oba lpr oduc t i on, hel pi ngChi nat or e gi s t ert hef a s t es tga sout putgr owt ha mongt he ma j orpr oduc er s . TheUni t edSt a t esr ema i nst hel a r ges tgl oba lga spr oduc er , a l t houghpr oduc t i ont a i l sof fi n t hel a t e2030sa ss ha l ega sout puts t a r t st of a l lba c k . Thewa yt ha tga swi l lbepr i c edondomes t i ca nd i nt er na t i ona lma r k et si sak e yunc er t a i nt y , wi t ht hec ha l l engeoffindi ngapr i c el e v ela ndpr i c i ngme c ha ni s ms a c c ept a bl et oc ons umer sbutnonet hel es ss uf fic i entt oi nc ent i v i s el a r gene wi nv es t ment si nga ss uppl y pr ov i ngc ha l l engi ng.

EXPOMAGAZI NE. COM

Coa ldema ndgr owt hi sdr i v enbyt hes t r i ngenc yofc a r bonpol i c i es . I nt heNe wPol i c i esSc ena r i o, dema nd gr owsona v er a geby0. 5% pery ea rbet we en2012a nd2040( c ompa r edt o2. 5% ov ert hepa s t30y ea r s )t o ov er6350mi l l i ont onnesofc oa le qui v a l ent . Al mos tt wot hi r dsoft hei nc r ea s eoc c ur si nt hene xtt eny ea r s . Theout l ookf orc oa lv a r i ess i gni ﬁc a nt l ybyr e gi on. Dema ndde c l i nesi na l lma j orOECDr e gi ons , i nc l udi ngt he Uni t edSt a t es , wher ec oa lus ef orpowerpl ungesbymor et ha nonet hi r dbet we en2012a nd2040. Gr owt hi n Chi na ’ sc oa lus ea l s os l ows , wi t hdema ndpea k i nga r ound2030. I ndi a , wher edema ndc ont i nuest or i s e br i s k l y , ov er t a k est heUni t edSt a t esa st hewor l d’ ss e c ondbi gges tc oa lc ons umera f t erChi nabef or e2020. Coa lpr oduc t i ongr a dua l l ys hi f t sf ur t hert oAs i a Pa c i ﬁc . Chi na , I ndi a , I ndones i aa ndAus t r a l i aa l onea c c ount f orov er70% ofgl oba lc oa lout putby2040, under s c or i ngAs i a ’ si mpor t a nc ei ngl oba lc oa lt r a dea ndpr i c i ng. Wi t hi nc r ea s i ngt r a dea ndr i s i ngpr oduc t i onc os t s , t hea v er a geOECDs t ea mc oa li mpor tpr i c emov esupf r om c ur r entl owl e v el s( i ta v er a ged$86/ t onnei n2013)t oov er$110/ t onnei n2040.

Powera ndRenewa bl es

I nt heNewPol i c i esSc ena r i o, wor l del ec t r i c i t ydema ndi nc r ea s esbya l mos t80% ov ert heper i od20122040. Thepowers e c t orr epr es ent sov erha l foft hei nc r ea s ei ngl oba lpr i ma r yener gyus e, ar i s ec ompa r a bl e t oc ur r entNor t hAmer i c a nt ot a lener gydema nd. NonOECDc ount r i esa c c ountf ort hebul kofi nc r ement a l el e c t r i c i t ydema nd, l edbyChi na( 33%) , I ndi a( 15%) , Sout hea s tAs i a( 9%)a ndt heMi ddl eEa s t( 6%) . Fos s i lf uel sc ont i nuet odomi na t et hepowers ec t or , a l t hought hei rs ha r eofgener a t i ondec l i nesf r om 68% i n2012t o55% i n2040. Coa l fir edgener a t i oni sont hede c l i nei nt heOECD, i nc l udi ngt heUni t edSt a t es wher ec oa l fir edpowerdr opsbya l mos tonet hi r dt o2040. I nChi na , i tgr owsmor et ha na ny wher eel s e, but i t ss ha r es t i l lde c l i ness ha r pl y . Thes ha r eofc oa la l s odr opsi nI ndi a , des pi t es t r onga bs ol ut egr owt h. Oi l fir ed gener a t i onde c l i nesbymor et ha nha l f , f a l l i ngi nmos tr e gi ons . Byc ont r a s t , ga s fir edpowergener a t i on a l mos tdoubl esov er20122040, i nc r ea s i ngi nmos tr e gi ons . I nEur ope, ga s fir edgener a t i ongr a dua l l y r e ga i nsf a v ourv er s usc oa lonr i s i ngCO2pr i c es , butonl yget sba c kt o2010l e v el sa r ound2030. Thes ha r eofr enewa bl esi nt ot a lpowergener a t i onr i s esf r om 21% i n2012t o33% i n2040, a st he ys uppl y nea r l yha l foft hegr owt hi ngl oba lel ec t r i c i t ygener a t i on. Rene wa bl eel e c t r i c i t ygener a t i on, i nc l udi ng hy dr opower , nea r l yt r i pl esov er20122040, ov er t a k i ngga sa st hes e c ondl a r ges ts our c eofgener a t i oni nt he ne xtc oupl eofy ea r sa nds ur pa s s i ngc oa la st het ops our c ea f t er2035. Ra pi de xpa ns i onofwi nda nds ol a rPV r a i s esf unda ment a lques t i onsa boutpowerma r k etdes i gns : t hei ra bi l i t yt oens ur ea de qua t ei nv es t menti n c onv ent i ona lpowerpl a nt sa ndl ongt er mr el i a bi l i t yofs uppl y . Chi nas e est hel a r ges ti nc r ea s ei ngener a t i on f r om r ene wa bl es , mor et ha nt hega i nsi nt heEU, USa ndJ a pa nc ombi ned. Gl oba ls ubs i di est or enewa bl esr ea c hed$121bi l l i oni n2013, up15% on2012, a nde xpa ndt onea r l y $230bi l l i oni n2030i nt heNewPol i c i esSc ena r i o, bef or ef a l l i ngt o$205bi l l i oni n2040duet ot heendof s uppor tc ommi t ment sf orr ec ent l ydepl oy edc a pa c i t y . I n2013, a l mos t70% ofs ubs i di est or ene wa bl esf or powerwer epr ov i dedi nj us tfiv ec ount r i es : Ger ma ny( $22bi l l i on) , t heUS( $15bi l l i on) , I t a l y( $14bi l l i on) , Spa i n( $8bi l l i on)a ndChi na( $7bi l l i on) . TheEUr ema i nst hel a r ges tfina nc i a ls uppor t erofr ene wa bl est o 2040, t hought heUSi sac l os es e c onda f t er2035. Sol a rPVc ont i nuest or e c ei v et hel a r ges tpor t i onof s ubs i di esunt i lf a l l i nguni tc os t shel pt or educ es ubs i di esbel owt hos ef orbi oener gyf orpowerj us tbef or e 2040. Thev a l ueofs ol a rPVi nt hes y s t em a l s ode c l i neswi t hmor edepl oy ment , ma k i ngc ompet i t i v enes sa mov i ngt a r get . Subs i di est oons hor ewi ndr ea c hapea kj us tbef or e2020a ndt hende c l i nes t ea di l ya si t be c omesc ompet i t i v ewi t hc onv ent i ona lpowerpl a nt si nma nyl oc a t i ons . Bi of uel sus emor et ha nt r i pl es , r i s i ngf r om 1. 3mi l l i onba r r el sofoi lequi v a l entperda y( mboe/ d)i n2012t o 4. 6mboe/ di n2040, bywhi c ht i mei tr epr es ent s8% ofr oa dt r a ns por tf ueldema nd. Adv a nc edbi of uel s , whi c hhel pa ddr es ss us t a i na bi l i t yc onc er nsa boutc onv ent i ona lbi of uel s , ga i nma r k ets ha r ea f t er2020, ma k i ngupa l mos t20% ofbi of uel ss uppl yi n2040. Refle c t i ngl i mi t edc os tr educ t i onsa ndi nc r ea s i ngus e, s ubs i di est obi of uel si nc r ea s es t ea di l ya ndma k eup20% ofc umul a t i v er ene wa bl eener gys ubs i di esov ert he pr oj e c t i onper i od. Gl oba li nv es t menti nt hepowers ec t ora mount st o$21t r i l l i ont hr ought o2040, wi t hov er40% i n t r a ns mi s s i ona nddi s t r i but i onnet wor k s . Res i dent i a lel e c t r i c i t ypr i c esi nc r ea s ei nnea r l ya l lr e gi ons , i npa r t duet or i s i ngf os s i lf uelpr i c es . Howe v er , el e c t r i c i t ybe c omesmor ea f f or da bl eov ert i mei nmos tr e gi ons , a s i nc omel e v el si nc r ea s ef a s t ert ha nhous ehol del e c t r i c i t ybi l l s .

CO2 emi s s i onsf r om t hepowers ec t orr i s ef r om 13. 2gi ga t onnes( Gt )i n2012t o15. 4Gti n2040, r et a i ni nga s ha r eofa r ound40% ofgl oba lemi s s i onsov ert heper i od. I nc r ea s i ngpenet r a t i onofl owc a r bon t e c hnol ogi esa nddepl oy mentofhi ghef ﬁc i enc yc oa l ﬁr edpowerpl a nt shel pt os l owt hegr owt hi nCO2 emi s s i onsf r om t hepowers e c t or . Thee v ol ut i onoft hepowers e c t orwi l lbec r i t i c a lt ome et i ngc l i ma t e c ha ngegoa l s , duet ot hes e c t or ’ sr a pi dgr owt ha ndbe c a us el owc a r bona l t er na t i v esa r emor er ea di l y a v a i l a bl e.

Nuc l ea rpower :r et r ea t , r e v i v a lorr ena i s s a nc e? Att heendof2013, t her ewer e434oper a t i ngc ommer c i a lnuc l ea rr ea c t or swor l dwi de, wi t ht ot a li ns t a l l ed c a pa c i t yof392GW. Nuc l ea rpowerpl a nt st oda ya c c ountf or11% ofgl oba lel e c t r i c i t ygener a t i on, down f r om apea kofa l mos t18% i n1996. Mor et ha n80% ofc a pa c i t yi si nOECDc ount r i es . Thought hei rs ha r eof i ns t a l l edc a pa c i t yi sl owt oda y , nonOECDc ount r i esa r es ett oa c c ountf ort hebul koff ut ur egr owt h: oft he 76GW pr es ent l yunderc ons t r uc t i on, mor et ha nt hr e equa r t er si si nnonOECDc ount r i es . I nt heNewPol i c i esSc ena r i o, t hes ha r eofnuc l ea rpoweri ngl oba lel ec t r i c i t ygener a t i oni nc r ea s ess l i ght l y t o12% i n2040. Nuc l ea rgener a t i onc a pa c i t yr i s esby60% t o624GW i n2040. Thi si st henetr es ul tof 380GW ofc a pa c i t ya ddi t i onsa nd148GW ofr et i r ement s . Thepa t t er nofgr owt hr efle c t st hec ha l l enges f a c i nga l lt y pesofne wt her ma lgener a t i onc a pa c i t yi nc ompet i t i v epowerma r k et sa ndt hes pe c i fics ui t eof ot here c onomi c , t e c hni c a la ndpol i t i c a lc ha l l engest ha tnuc l ea rpowerha st oov er c ome. Chi na , I ndi a , Kor ea a ndRus s i as e et hemos ts i gni fic a nti nc r ea s esi ni ns t a l l ednuc l ea rc a pa c i t y . Thei nc r ea s ei nChi na , of132GW, e x c e edst hec ur r enti ns t a l l edc a pa c i t yoft heUni t edSt a t esa ndRus s i ac ombi ned. I ndi a ’ sa ndRus s i a ’ snuc l ea r powerc a pa c i t yr i s esby33GW a nd19GW, r es pe c t i v el y . Des pi t ec a pa c i t yi nKor eamor et ha ndoubl i ng, t o 49GW, t heOECDs ha r eofgl oba lnuc l ea rc a pa c i t yf a l l sf r om 80% i n2013t o52% i n2040. Thenumberof e c onomi eswor l dwi deoper a t i ngnuc l ea rr ea c t or si nc r ea s esf r om 31i n2013t o36i n2040, a sne wc omer s mor et ha nof f s etc ount r i est ha tpha s eoutnuc l ea rpower . Ur a ni um r es our c esa r emor et ha ns uf fic i entt o pr ov i def uelt os a t i s f yt hes epr oj e c t i ons . Nuc l ea rpower ’ sl i mi t ede xpos ur et odi s r upt i onsi ni nt er na t i ona lf uelma r k et sa ndi t sr ol ea sar el i a bl e s our c eofba s el oa del ec t r i c i t yc a nenha nc eener gys ec ur i t y . Al t hought heupf r ontc os t st obui l dne wnuc l ea r pl a nt sa r ehi gha nd, of t en, unc er t a i n, nuc l ea rpowerc a nof f ere c onomi cbenefit sbya ddi ngs t a bi l i t yt o el e c t r i c i t yc os t sa ndi mpr ov i ngba l a nc eofpa y ment s . I nt heL owNuc l ea rCa s e–i nwhi c hgl oba lc a pa c i t y dr opsby7% c ompa r edwi t ht oda y–i ndi c a t or sofener gys e c ur i t yt endt odet er i or a t ei nc ount r i est ha tut i l i s e nuc l ea rpower . Fore xa mpl e, t hes ha r eofener gydema ndmetf r om domes t i cs our c esi sr educ edi nJ a pa n( by 13per c ent a gepoi nt s ) , Kor ea( bys i x)a ndt heEur opea nUni on( byf our )r el a t i v et ot hec ent r a ls c ena r i o. Nuc l ea rpoweri soneofal i mi t ednumberofopt i onsa v a i l a bl ea ts c a l et or educ eCO2 emi s s i ons . I tha s a v oi dedt her el ea s eofa nes t i ma t ed56GtofCO2 s i nc e1971, orc l os et ot woy ea r sofemi s s i onsa tc ur r ent r a t es . By2040, i nt heNe wPol i c i esSc ena r i o, nuc l ea rpowerha sa v oi dedt her el ea s eofa l mos tf oury ea r sof CO2emi s s i onsa tc ur r entr a t es . Thea v er a gec os tofa v oi di ngemi s s i onst hr oughne wnuc l ea rc a pa c i t y dependsont hemi xa ndt hec os t soft hef uel si tdi s pl a c es , a ndt her ef or er a ngesf r om v er yl owl e v el st oov er $80/ t onne. I nt heNewPol i c i esSc ena r i o, t hec umul a t i v ea mountofs pentnuc l ea rf uelt ha tha sbeengener a t ed( a s i gni fic a ntpor t i onofwhi c hbec omeshi ghl e v elr a di oa c t i v ewa s t e )mor et ha ndoubl es , r ea c hi ng 705000t onnesi n2040. T oda y–60y ea r ss i nc et hefir s tnuc l ea rr ea c t ors t a r t edoper a t i ng–noc ount r yha s y etes t a bl i s hedper ma nentf a c i l i t i esf ort hedi s pos a lofhi ghl e v elr a di oa c t i v ewa s t ef r om c ommer c i a l r ea c t or s , whi c hc ont i nuest obui l dupi nt empor a r ys t or a ge. Al lc ount r i eswhi c hha v ee v erha dnuc l ea r gener a t i onf a c i l i t i esha v ea nobl i ga t i ont ode v el ops ol ut i onsf orl ongt er ms t or a ge. Awa v eofr et i r ement sofa gei ngnuc l ea rr ea c t or si sa ppr oa c hi ng:a l mos t200oft he434r ea c t or soper a t i ng a tt heendof2013a r er et i r edi nt heper i odt o2040, wi t ht hev a s tma j or i t yi nt heEur opea nUni on, t he Uni t edSt a t es , Rus s i aa ndJ a pa n. Thei ndus t r ywi l lne edt oma na get hi sunpr e c edent edr a t eof de c ommi s s i oni ng, whi l ea l s obui l di ngs ubs t a nt i a lne wc a pa c i t yf ort hos er ea c t or st ha ta r er epl a c ed. We es t i ma t et hec os tofde c ommi s s i oni ngpl a nt st ha ta r er et i r edt obemor et ha n$100bi l l i on. Cons i der a bl e unc er t a i nt i esr ema i na boutt hes ec os t s , r efle c t i ngt her el a t i v el yl i mi t ede xper i enc et oda t ei ndi s ma nt l i ng a ndde c ont a mi na t i ngr ea c t or sa ndr es t or i ngs i t esf orot herus es . Re gul a t or sa ndut i l i t i esne edt oc ont i nuet o ens ur et ha ta de qua t ef undsa r es eta s i det oc ov ert hes ef ut ur ee xpens es .

EXPOMAGAZI NE. COM

Af r i c aEner gyOut l ook Des pi t ear a pi dl ygr owi ngec onomy , s ubSa ha r a nAf r i c aa c c ount sf or13% oft hegl oba lpopul a t i onbut onl y4% ofgl oba lener gydema nd. Bi oener gy , mos t l yf uel wooda ndc ha r c oa l , a c c ount sf ormor et ha n60% of ener gydema nd, c oa lma k esup18%, f ol l owedbyoi l( 15%)a ndna t ur a lga s( 4%) . Moder nr ene wa bl es a c c ountf orl es st ha n2% buta r egr owi ngqui c k l y . Ongr i dpowergener a t i onc a pa c i t ywa s90GW i n2012, wi t ha r oundha l foft hi sbei ngi nSout hAf r i c a . SubSa ha r a nAf r i c ai sr i c hi nener gyr es our c es . Huger ene wa bl er es our c esr ema i nunt a pped: e x c el l ents ol a r a c r os sa l lofAf r i c a , hy dr oi nma nyc ount r i es , wi ndma i nl yi nc oa s t a la r ea sa ndge ot her ma li nt heEa s tAf r i c a n Ri f tVa l l e y . I nt hel a s tfiv ey ea r s , nea r l y30% ofwor l doi la ndga sdi s c ov er i eswer ema dei ns ubSa ha r a n Af r i c a , butt hec ha l l enget ot ur nt hes edi s c ov er i esi nt opr oduc t i ona ndt her es ul t i ngr e v enuei nt opubl i c benefit si sf or mi da bl e. Ac c es st omoder nener gys er v i c esr ema i nsv er yl i mi t ed.Des pi t ema nypos i t i v eef f or t s , mor et ha n 620mi l l i onpe opl e( t wot hi r dsoft hepopul a t i on)i ns ubSa ha r a nAf r i c aa r ewi t houta c c es st oel e c t r i c i t y . Thos ewhoha v ea c c es st oel e c t r i c i t yof t enf a c ev er yhi ghpr i c esf oras uppl yt ha ti si ns uf fic i enta nd unr el i a bl e. Nea r l y730mi l l i onr el yont het r a di t i ona lus eofs ol i dbi oma s sf orc ook i ng. Ea c hy ea rnea r l y 600000pr ema t ur edea t hsi nAf r i c ac a nbea t t r i but edt ohous ehol da i rpol l ut i onr es ul t i ngf r om t he t r a di t i ona lus eofs ol i dbi oma s s . Thes ubSa ha r a nener gys y s t em e xpa ndsr a pi dl yt o2040, buts odot hedema ndspl a c eduponi t . The e c onomyqua dr upl esi ns i z e, t hepopul a t i onnea r l ydoubl es( t oa l mos t1. 8bi l l i on)a ndener gydema ndgr ows bya r ound80% i nt heNe wPol i c i esSc ena r i o. Thes ubSa ha r a npowers y s t em e v ol v esqui c k l y , wi t h gener a t i onc a pa c i t yqua dr upl i ngt o385GW. Al mos tha l foft hegr owt hi nel e c t r i c i t ygener a t i ont o2040 c omesf r om r ene wa bl es . Some950mi l l i onpeopl ega i na c c es st oel ec t r i c i t yi ns ubSa ha r a nAf r i c aby2040, but530mi l l i onpeopl e r ema i nwi t houti ta tt ha tt i me. Ur ba na r ea ss e et hel a r ges ti mpr ov ementi nt hec ov er a gea ndr el i a bi l i t yof c ent r a l i s edel e c t r i c i t ys uppl y . Mi ni gr i da ndof f gr i ds y s t emspr ov i deel e c t r i c i t yt o70% oft hos ega i ni ng a c c es si nr ur a la r ea s . Thes ha r eofbi oener gyi nt heener gymi xde c l i nest obel owha l fby2040, but 650mi l l i onpe opl es t i l lc ookwi t hs ol i dbi oma s si na ni nef fic i ent , ha z a r douswa y . Oi lpr oduc t i one xc eeds6mi l l i onba r r el sperda y( mb/ d)i n2020bef or ef a l l i ngba c kt o5. 3mb/ di n2040, a ndc ont i nuest obel edbyNi ger i aa ndAngol a . Dema ndf oroi lpr oduc t sdoubl est o4mb/ di n2040, s que e z i ngt her e gi on’ snetc ont r i but i ont ot hegl oba loi lba l a nc e. Ga sout putr ea c hes230bi l l i onc ubi c met r es( bc m) , l edbyNi ger i a , a ndi nc r ea s i ngout putf r om Moz a mbi que, T a nz a ni aa ndAngol a . LNGe xpor t s t r i pl et oa r ound95bc m. Coa ls uppl ygr owsby50%, a ndc ont i nuest obef oc us edonSout hAf r i c a , buti ti s j oi nedi nc r ea s i ngl ybyMoz a mbi quea ndot her s . TheNewPol i c i esSc ena r i os et sadema ndi nga gendaf orAf r i c a ’ spol i c yma k er s , butdoesnotc omec l os et o meet i ngt hef ul lpot ent i a lofener gyt oa c ta sa nengi nef orpr os per i t y . Powers uppl yr ema i nsunr el i a bl e, ener gyc ons umpt i onperc a pi t ar ema i nsv er yl owa ndahugepopul a t i onr ema i nswi t houtmoder nener gy . Whi l eonl yma k i ngas ma l lc ont r i but i ont ogl oba lener gy r el a t edCO2emi s s i ons , s ubSa ha r a nAf r i c ai sont he f r ontl i newheni tc omest ot hepot ent i a li mpa c t sofac ha ngi ngc l i ma t e. I na n“ Af r i c a nCent ur yCa s e ” , t hr eea c t i onsboos tt hes ubSa ha r a nec onomybyaf ur t her30%, a nddel i v er a ne xt r adec a de ’ swor t hofgr owt hi nper c a pi t ai nc omesby2040. Thes ea c t i onsa r e: -Upgr a di ngt hepowers e c t or , r educ i ngpowerout a gesbyha l fa nda c hi e v i nguni v er s a lel e c t r i c i t y a c c es si nur ba na r ea s . -De eperr e gi ona lc ooper a t i ona ndi nt e gr a t i on, f a c i l i t a t i ngne wl a r ges c a l egener a t i ona nd t r a ns mi s s i onpr oj e c t sa ndena bl i ngaf ur t here xpa ns i oni nc r os s bor dert r a de. -Bet t erma na gementofener gyr es our c esa ndr e v enues , a dopt i ngr obus ta ndt r a ns pa r ent pr oc es s est ha ta l l owf ormor eef f e c t i v eus eofoi la ndga sr e v enues .

A r t i c l eb yL e o p a r dP u b l i s h i n g 始 sI n d u s t r yA n a l y s i sD e p a r t me n t F o r f u r t h e r i n f o r ma t i o no no u r Ma r k e t i n gC o n s u l t i n ga c t i v i t yp l e a s ev i s i t www . l e o p a r d p u b l i s h i n g . c o m i n f o @l e o p a r d p u b l i s h i n g . c o m

T h ea n n u a l Wo r l dE n e r g yO u t l o o k( WE O )i sn o wt h ewo r l d 始 smo s t a u t h o r i t a t i v es o u r c eo f e n e r g yma r k e t a n a l y s i sa n dp r o j e c t i o n s , p r o v i d i n gc r i t i c a l a n a l y t i c a l i n s i g h t si n t ot r e n d si ne n e r g yd e ma n da n ds u p p l ya n dwh a t t h e yme a nf o r e n e r g ys e c u r i t y , e n v i r o n me n t a l p r o t e c t i o na n de c o n o mi c d e v e l o p me n t . T h eWE Op r o j e c t i o n sa r eu s e db yt h ep u b l i c a n dp r i v a t es e c t o r a saf r a me wo r ko nwh i c ht h e y c a nb a s et h e i r p o l i c y ma k i n g , p l a n n i n ga n di n v e s t me n t d e c i s i o n sa n dt oi d e n t i f ywh a t n e e d st ob ed o n et oa r r i v ea t as u p p o r t a b l ea n d s u s t a i n a b l ee n e r g yf u t u r e . Wo r l dE n e r g yO u t l o o k www . wo r l d e n e r g y o u t l o o k . o r g I n t e r n a t i o n a l E n e r g yA g e n c y

EXPOMAGAZI NE. COM

GI ORGI O BERNER

Pr esi dentoft heSwi ssChamberofCommer cei nI t al y

T r adi t i onal l y , Swi t z er l andandI t al yhav eagoodr el at i ons hi p, mar kedbyi nt ens eec onomi c , pol i t i c al , humanandc ul t ur al r el at i ons , byac ommonl anguageandbyf r equentvi s i t sat al ll evel s .I nMay2012, Swi t zer l andandI t al yopeneda di al oguei nt hefinanc i alandt axs ec t or . T odayhowwoul d youdefinet hes er el at i ons , per t ai ni ngt oec onomi cand c ul t ur alexc hangebet weenSwi t z er l andandI t al y ? Ec onomi cr el at i onsbet weenI t al yandSwi t z er l andc anbe definedasexc el l ent :l etusnotf or gett hatSwi s ss t at i s t i c s pl ac eI t al oSwi s sexc hangei nt hi r dpl ac e, t hatSwi t z er l and i si ns ev ent hpl ac ei nt her anki ngofc ount r i esi nv es t i ngi n I t al y , wi t hal mos t80, 000peopl eempl oy ed, andt hatM&A ac t i v i t i esar epr oc eedi ngatagoodpac e. Undoubt edl y , t hes i gni ngoft het axagr eementandt he pr ogr es s i v edi s mant l i ngofbank i ngs ec r ec yar ec ont r i but i ng t of ur t heri mpr ov emut ualr el at i ons . Ont heot herhand, wec annotdenyt hec ur r entdi f fic ul t i es , i npa r t i c ul a rc onc er ni ngt hepr obl em ofc r os s bor derwor k er s i nTi c i no. Wi t houtdoubt , obj ec t i v edi f fic ul t i est hati nfluenc e t hel i f es t y l eofTi c i nes eexi s t , butwemus tt r ul yhopet hat t hehos t i l i t yatt i mesper c ei v edwi l lgi v ewayt ot hes ear c h f ors ol ut i onsac c ept abl eonbot hs i desoft hebor der . Ther es ul t soft her ef er endum onf r eemov ementofpeopl e a l s of a l lwi t hi nt hi ss phe r e , a ndt hi sc oul dl e a dt or e ne got i a t i on oft hebi l at er alagr eement swi t ht heEUasawhol e, whi c h woul dhav eav er ynegat i v ei mpac t , i npar t i c ul aronSwi s s ec onomy . Cul t ur ale xc hanger emai nsatl e v el sofgr eatf r i ends hi pand mut ualunder s t andi ng( wi t ht heexc ept i onoft hei s s ues ment i onedabov e) :c ur r ent l y , t hemos ts i gni fic antexampl e i sourpr es enc eatExpo, whi c hi ss t r ongandendor s est he t hemeoft heevent ;Imus tment i ont hatSwi t z er l andwas t hefir s tc ount r yt os ubmi ti t spar t i c i pat i on.

Whi c has pec t sc oul dt het woc ount r i esi mpr ovewi t h r ega r dt oec onomy ? Thet a xa gr e e me nt , v a r i ousi mpor t a nta s pe c t sofwhi c ha r e s t i l lt obefina l i s ed, i st hefir s ts t ep. I nmyo pi ni o n, a no t he ri mpo r t a ntg o a l mus tbet hef a v o ur a bl e nor ma l i s a t i onofc r os s bor de rr e l a t i onswi t hCa nt onTi c i no. Iam c onfidentt hatt hegr aduali mpr ov ementi nI t al y ’ s e c onomywi l lc r ea t emor eaf a v our a bl ec ont e xt . Iha v ea l r ea dyment i onedt hea bs ol ut ene edt os a f e gua r d f unc t i oni ngoft heEUbi l a t er a la gr e ement s ;a ss t a t ed, t he gener a ls i t ua t i ona ppea r sv er yc ompl e xa nddel i c a t e. I ti si mpor t antt odevel opas t r ongs ens eofempat hy bet we ent het woe c onomi es ;i nt hi sr e ga r d, t hee x c ha nge ofe xper i enc esonv a r i ouse c onomi ca nds oc i a lt opi c sha s gr e a tpot e nt i a l , whi c hi snota l wa y spe r c e i v e d. Ia m pl e a s e d t os a yt ha tourCha mberi sv er ya c t i v ei nt hi sdi r e c t i on.

I t al yandi nt er nat i onalc ompani es . Cany out el luswhi c h a s pe c t so ft heI t a l i a nma r k e ta r ei nt e r e s t i ngf ori nt e r na t i ona l c ompa ni es ? Thei nt er nalmar k eti nI t al yi swi t houtdoubts i z eabl e. Howe v er , t het e c hni c a l , e c onomi ca ndhuma nqua l i t i esof manyoft hel eadi ngI t al i ani ndus t r i esar enott obe unde r e s t i ma t e d, a st he ya r eo fgr e a ti nt e r e s tf ori nt e r na t i ona l c ompani esl ook i ngf ori nnov at i v epr oduc t sands er v i c es wi t hahi ght e c hnol ogi c a l l e v e l . Of t e nt he r ea r et e c hnol ogi c a l and/ orgeogr aphi c als y ner gi es ;i tmaynotbet hebes tof t i me s , butI t a l y ’ spr oj e c t i onont heMe di t e r r a ne a ni swi t hout doubtapl us .

EXPOMAGAZI NE. COM

Whats houl dI t al ydot opr omot ei nv es t ment sandhel p i nt er na t i ona lc ompa ni est os et t l ei nourc ount r y ? Ibel i e v et ha tt hea t t r a c t i onoft heI t a l i a nma r k et( whi c h, obj e c t i v e l y , i nr e c e nty e a r sha sbe e ngr e a t l ype na l i s e d)c a n onl ybei mpr ov edt hr oughef f ec t i v es t r uc t ur alr ef or ms , capabl eofunl eas hi ngal lt het echni calandhuman pot ent i aloft hec ount r y .I nmyopi ni on,t heRenzi Gov er nmenti st a k i ngt her i ghts t epst oa ddr es st hi si s s ue.

Ont hesubj ectofI t al i anSMEs,ar egr owt hand i nt er nat i onal i s at i onpos s i bl et hr oughr el at i onswi t h Swi s sent er pr i s esa ndi ns t i t ut i ons ? F ors omet i meourCha mbe rha sbe l i e v e dt ha tc ol l a bor a t i on be t we e nI t a l i a na ndS wi s sS MEsc a no f f e rgr e a toppor t uni t i e s f orde v e l opme nt . Wea r enotj us tt a l k i nga bouta c qui s i t i ons , butal s oagr eement sf ort echnol ogi calc ooper at i on, penet r at i onofwor l dmar k et s , net wor k sors uppl yc hai ns wor t hyofa nI t a l oSwi s s“ me ga di s t r i c t ” . Na t ur a l l y , a st he s e SMEsar ef r om var i ouss ec t or s , c r eat i ngt henec es s ar y c ont ac t si snoteas y . Undoubt edl y , af ut ur et as kf orour Cha mber( a ndf ora na l ogousi ns t i t ut i ons )wi l lbet os etup me et i ngs .

I t a l i a ne nt r e pr e ne ur sa r el ook i ngi nc r e a s i ngl ya ndc a r e f ul l y be y ondt hebor de r so ft he i rc ount r yt oﬁndne woppor t uni t i e s . Bes i desbei nggeogr aphi c al l yc l os et oI t al y , whatel s e mi ghta t t r a c tt heI t a l i a nent r epr eneurt oSwi t z er l a nd? Ibe l i e v et ha tt hes ubj e c toft a xa t i on( a l t houghs ubs t a nt i a l , es pec i al l yi fwec ons i derl ev eloft axat i on)i sbec omi ng l es sofa ni s s ue, e v eni ni t smos tc ommonper c ept i on. I t a l i a nbus i ne s s e sha v ec a r e f ul l ye x a mi ne dt hepos s i bi l i t i e s of f e r e dbyt heSwi s se c onomi cs y s t e m; t he ya ppr e c i a t et he s i mpl i c i t yofi t spr oc edur es , t het r a ns pa r enc y , t hewa yi t s i nf r a s t r uc t ur e s( pa r t i c ul a r l yl ogi s t i c s )f unc t i on, i t sl i ne a r i t y i ns t a f fma na ge me nt , buta l s ot hel e v e loft e c hnol ogya nd qual i t yt hatt heSwi s smar ketdemands , whi c hof f er s oppor t uni t i est ot hemanyI t al i anent r epr eneur swhos e s uc c es si sba s edonqua l i t ya ndi nnov a t i on. Andl etusnotf or gett hatSwi t z er l andi sani dealbr i dge bet we enI t a l ya ndNor t hEur opea nma r k et s ;i nt hi ss ens e, Cant onTi c i noandt heI t al i anpar tofCant onGr i s ons( as wel la sot herSwi s sc a nt ons )a c ta sf a c i l i t a t or s .

Wha ta r et hea i msoft heCha mberi nI t a l y ?

ForanI t al i anc ompanywhatar et headvant agesof r egi s t er i ngwi t ht heCha mber ?

Foral mos tac ent ur y , t heSwi s sChamberofCommer c e i nI t al yhasbeenpur s ui ngt hegoalofpr omot i ng e c onomi cr el a t i onsbet we ent het woc ount r i es . Na t ur a l l y , t hegener alc ondi t i onshav ec hangedr adi c al l y , butour mi s s i onr ema i nst hes a me. Overt hey ear s , us er shavec hangedf r om l ar geSwi s s i nt er nat i onalc ompani es( whoar eal s omember sofour Adv i s or yBoa r d)t oSMEsa ndpr of es s i ona l s . Member swor k i ngi ni ndus t r yhav ebeenj oi nedbyt hos e of f er i ngi nnov a t i v es er v i c es . Whi l s tt hes er vi c esof f er edbyt heChamber( t ax, l egal , a dmi ni s t r a t i v e , pa r t ne ra ndma r k e ts e a r c he s )a r es t i l lus e f ul , c ommuni c a t i ona ndne t wor k i nga c t i v i t i e sha v eundoubt e dl y be c omei nc r e a s i ngl yi mpor t a nt . I nt hi sr e ga r d, ourma ga z i ne “ LaSvi z z er a”pl ay sani mpor t antpar ti ndi s s emi nat i on ( 3i s s uespery ea r , c ur r entr unof10, 000c opi es ) , t oget her wi t hot he rme di amor eupt oda t ewi t hmode r nt e c hnol ogy ( Apps , Ne ws l et t er , Webs i t e: www. c c s i . i t ;Fa c ebook ) . However , t hemos ti mpor t antc ont r i but i ont omut ual k nowl e dgei sof f e r e dbyourc onv e nt i ons t r uc t ur e s , l oc a t e d i nt heCent r oSv i z z er oi nv i aPa l es t r o/Pi a z z aCa v our : t he pr es t i gi ousSal aMei l i( i nper f ec t1950ss t y l e)andt he Swi s sCor ner , av er ybeaut i f ulandf unc t i onalbui l di ng, whi chi nonl yaf ew year shasear nedapos i t i onof i mpor t anc eamongMi l an’ sexhi bi t i ons pac es . Thi si s wher ewehol dourownc onv ent i ons , butt her oomsar e al s oav ai l abl ef orus ebyt heI t al i anandSwi s sec onomi c s y s t em.

Nat ur al l y , Ibel i e v et hatr egi s t er i ngwi t ht heChamberi s t her es ul tofani ndi vi dualc or por at edec i s i on. Bei nga memberofourc ha mberof f er sa c c es st onet wor k i ngwi t h i ndus t r i esandpr of es s i onal s ;i tof f er seas i erac c es st o Swi s si ns t i t ut i onsi nI t al y( Embas s y , Cons ul at eGener al ) andt of eder alandc ant onalagenc i es ;i tof f er sac c es st o t hes er vi c espr ovi dedbyourc hamberand, aboveal l , gr eat l ydi s c ount edr at esf orc ommuni c at i onac t i vi t i es per f or medbyt heCha mber .

EXPOMAGAZI NE. COM

Camer adiCommer ci oSvi zzer ai nI t al i a C/O Cent r oSvi zzer o Vi aPal est r o2-20121Mi l ano t el :+3902. 76. 32. 03. 1 f ax:+3902. 78. 10. 84 i nf o@ccsi . i t www. ccsi . i t

E x p oMa g a z i n e ™. T h el e a d i n gp u b l i c a t i o nc o n n e c t i n gg l o b a l b u s i n e s s , d i s t r i b u t e dg l o b a l l yi nt h ek e y p l a c e st ot h ek e y p e o p l e .

C o n n e c t y o u r b u s i n e s s . N o w .

D i s c o v e r t h ea d v e r t i s e me n t o p p o r t u n i t i e swi t hE x p oMa g a z i n e ™. B e c o meaS p e c i a l S p o n s o r i n gMe mb e r o f t h eA s t a n a2 0 1 7a n dD u b a i 2 0 2 0e d i t i o n s . B e g i n n i n gMa r c h2 0 1 6 , s p e c i a l c o v e r a g ee d i t i o n s , 6i s s u e sp e r y e a r . C o n t a c t n o wE x p oMa g a z i n ef o r f u r t h e r d e t a i l sa n dMe d i aK i t . i n f o @e x p o ma g a z i n e . c o m, r e l a t i o n s @e x p o ma g a z i n e . c o m, p h o n e+ 3 90 27 8 6 2 7 8 3 5 .

EXPOMAGAZI NE. COM

NATI ON

BRANDI NG ExpoMagaz i nemeet sFat i neAmant e, Publ i cRel at i onsManager , aboutNat i onBr andi ng

Ca ny ougi v eusabr i efdefini t i onofNa t i onBr a ndi ng? Na t i onBr a ndi ngi spr a c t i c edbyma nyc ount r i es . I ta i mst o bui l da ndma na get her e put a t i onofc ount r i e s . Empha s i s i ng t hedi s t i nc t i v ec ha r a c t e r i s t i c sofac ount r yl e a dst oi nc r e a s e t hes y mbol i cv al ueofi t sent er pr i s esandpr oduc t s . The i ma geofana t i ona ndt hes uc c es s f ult r a ns f er enc eoft hi s i ma get oi t se xpor t si sofpa r a mounti mpor t a nc e. Ev e nt houghNa t i onBr a ndi ngi ss t i l l ay ounga ndde v e l opi ng fie l d, ma nyc ount r i e s , e s pe c i a l l yt hemos ta dv a nc e d, de di c a t e r es our c est ot hi s . I mpr ov i ngt hes t andi ngofanat i on, i n t er msofi mageandr eput at i on, i ne v i t abl yi nfluenc esi t s c a pa bi l i t yt oa t t r a c ti nv es t or sa ndwor k f or c e, i t spol i t i c a l andc ul t ur ali nfluenc e, aswel last hes t r engt hofi t s c ompa ni esi nt er msofma r k et i nga nds a l es . Thec onc eptofmea s ur i nggl oba lper c ept i onsofc ount r i es ac r os ss ev er aldi mens i ons( c ul t ur e, gov er nanc e, peopl e, e x por t s , t our i s m, i nv e s t me nta ndi mmi gr a t i on) wa sl a unc he d i n2005. Howe v erwehav eear l i ere xampl esoft hi ss uc h a st hee xt ens i onoft heMa dei nI t a l yc onc eptort heCool Br i t anni a. I nbot hc as eswec ant al kofagener alf eel i ng ofopt i mi s mf oranext endedt i mewhi c h, s uppor t edby i ns t i t ut i onsa ndc ommuni c a t i onsmea ns , ma ybec omea n ef f ec t i v ei ns t r umentf orNat i onBr andi ngand, final l y , f or t hede v el opmentofac ount r y ' sbus i nes s .

Wha tha sNa t i onBr a ndi ngt odowi t ht heWor l dExpos i t i on 2015i nMi l a n? Pet erMc Al ees e, r ec ent l yi nt er v i ewedonExpoMagaz i ne, s ai dt hatt heWor l dExpos i t i on( EXPO)hasbec omea pl a t f or mf orNa t i onBr a ndi ng. Ia gr e ewi t ht hi s . Eur opea n c ount r i eshave, ar guabl y , s omeoft hes t r onges tna t i on br a ndsi nt hewor l d. AsMr . Mc Al e e s es a i dWor l dEx pos i t i ons r epr es entauni quec hanc ef orEur opeanc ount r i est o s howc a s et he s et r a di t i ona ls t r e ngt hst ot hewor l da tl a r ge butal s ot odr awat t ent i ont oemer gi ngi ndus t r i esand SME' sa swe l la st os t r e ngt he nt i e swi t he me r gi ngma r k e t s s uc hast hos ei nt hemi ddl eeas t , i nSout hAmer i c aand t heAs i aPa c i ﬁc . Expo2015i nMi l ani st her ef or eanexampl eoft hi s pl a t f or mf orNa t i onBr a ndi ng. Ofc our s e, t hi si snowdone wi t ht hepec ul ar i t i esoft heI t al i anExpo, butl et ' snot f or gett ha tt heBI E( Bur ea uI nt er na t i ona ldesExpos i t i ons ) whi c hi st heI nt er gov er nment alOr gani z at i oni nc har ge ofov er s e ei nga ndr e gul a t i nga l li nt er na t i ona le xhi bi t i ons , i sor gani s i ngAs t ana2017andDubai2020. Exposr unat af as tpac eandt heyar eas pec i aloc c as i onf orNat i on Br a ndi ng.

EXPOMAGAZI NE. COM

Abo utF at i neAmant e Fat i neAmant ewasbor ni nPar i sandl i v e di nFr anc e , Spai nandI t al ywhe r es hei sc ur r e nt l ybas e d. Shegr aduat e di nEc onomywi t has pe c i ficat t e nt i ont ot hebank i ngandfinanc i almar k e tandwor k e df orBNPPar i bas , St andar d' sandPoor ' s , Fi at-Al f aRome oandFr os t& Sul l i v an, al way si ndi r e c tc ont ac twi t hc us t ome r sandpar t ne r s . Fat i nes pe ak sflue nt l yEngl i s h, Fr e nc h, I t al i anandAr abi c . T oday , s hei st hePubl i cRe l at i onsManage rofExpoMagaz i ne wi t hi nL e opar dPubl i s hi ng.

Wha tha sExpoMa ga z i net odowi t hNa t i onBr a ndi ng? Wi del y . ExpoMa ga z i neha st heuni quec a pa c i t yt omer ge di f f e r e ntl e v e l sofi nf or ma t i ona ndde l i v e rt hi si nf or ma t i on t ot her i ghtpeopl e. T oda yi nf or ma t i oni snota ni s s ue, a l l t hei nf or mat i onweneedi savai l abl e. Whatmak est he di f f e r e nc ei swha ti nf or ma t i onwes e l e c t , howwec ombi ne t hi si nf or mat i onandwher ewedel i v eri t . I nt hi sr es pec t ExpoMa ga z i nei se x c ept i ona l : Uni v er s a lExpos i t i onsa r e s omeoft hel a r ge s tgl oba le v e nt se v e r , i nt e r msofr e v e nue a ndi nt e r msofc ompa ni e si nv ol v e d. ExpoMa ga z i nei st he publ i c a t i onde di c a t e dt ot he s ee v e nt swi t ha ut hor i t a t i v e ne s s a ndi nde pe nde nc e . I ti sav i r t ua l hubt ha tc o nv e y si nf o r ma t i o n c omi ngf r om pr i v at ei nv es t or s , c ompani es , c hamber sof c omme r c e , Go v e r nme nt sa ndi ns t i t ut i ons . Al l t hi si nf or ma t i on i sc onv e y e dwi t has pe c i a lr e c i pec a pa bl et oi nv ol v er e a de r s , bot hpr of es s i ona la ndpr i v a t e.

Ihav ebeenwor k i ngi nSt andar d& Poor ' sandl et ' snot f or getwha ti twa st woc ent ur i esa go. Henr yVa r num Poor andhi ss onpubl i s hi n1868t heManualoft heRai l r oads oft heUni t e sSt a t e s . I tc ont a i ne dt hee s s e nt i a li nf or ma t i on f ori nv e s t or si nt her a i l r oa di ndus t r y , k e e pi ngt he mc ur r e nt a nde na bl i ngt he mt oc ha r tac ompa ny ' spr ogr e s sov e rt he y e a r s . The ywe r ea c c ount e df ors e l l i ng2, 500c opi e s . I n1906 Lut herL eeBl ak ef or mst heSt andar dSt at i s t i c sBur eau f oc us i ngonc or por a t ene wsoni ndus t r i a l sbe y ondr a i l r oa ds . Af ews t epsl at erwes eePoor ' sPubl i s hi ngandSt andar d St at i s t i c swor ki ngt oget her . Wheny oumer ger el i abl e mar k eti nf or mat i onwi t hmar k etnewsandac apac i t yt o c ommuni c a t ea l lt hi s , y oudon' tha v eas i mpl epubl i c a t i on buty oudoha v ea nhi ghl yef f e c t i v ebus i nes si ns t r ument .

Weknowofas ur v eyy ouhav emadei nEur opef orExpo Ma ga z i ne. Ca ny out el lusmor ea boutt hi s ? Y es . L eopar dPubl i s hi nghass ur v e y edent er pr eneur sand exec ut i vesofbot hSME' sandl ar gerﬁr mst hr oughout Eur opet ot r ya ndde t e r mi net he i ri nt e r e s ta ndi nv ol v e me nt i nWor l dExpos i t i ons . Theﬁr s tf ac ti st hatamuc hhi gher t ha ne xpe c t ednumberoft hem pa r t i c i pa t ed. Thi si ni t s el f i sa na ns wer . Thes e c ondf a c ti st ha ta c c or di ngt oours ur v e y , 91%oft he ent er pr eneur sa nde x e c ut i v esi nt er v i e wed, s e et heWor l d Expos i t i onsasar el e v antbus i nes soppor t uni t y . Howe v er t hes ameent er pr eneur sande xec ut i v esdec l ar et he ydo notk nowhowt he yc oul dt a k ea dv a nt a gef ort he i rc ompa ny f r om Wor l dExpos i t i onsa ndt he yc a nnote v a l ua t et owha t e xt entWor l dExpos i t i onsma ybeus ef ult ot hei rbus i nes s . Thi ss ur v e yc l ea r l ys howss omet hi ngi smi s s i ng. Wha ta r ee nt e r pr e ne ur sa nde x e c ut i v e sl ook i ngf ori nWor l d Expos i t i ons ? 1. e xpl oi t i ngt heExposf ort hei rbus i nes s 2. c ol l e c tma r k eti nf or ma t i onf ors t r a t e gi cma r k et i ng pur pos es 3. c onne c twi t hl oc a la ndna t i ona lGov er nment r e pr e s e nt a t i v e si nor de rt opr omot ec ommoni nt e r e s t s 4. net wor k i ng 5. l e v er a get hei ra c t i v i t y

Wha ti st hei s s uewi t hWor l dExpos i t i onst hen? Thei deaofc ombi ni ngWor l dExpos i t i onswi t hl a r gefir ms a ndSME' si snotane wone. Ma nys pe c i fici ni t i a t i v esha v e be enma dei nt hi sdi r e c t i ondur i ngt hemos tr e c entExpos . Thi si st r uea l s of or2015Expohel di nMi l a n, I t a l y , des pi t e t hepec ul ar i t i esoft heI t al i anmar ketwhi c hwehave e xt ens i v el yi nv es t i ga t ed. Howe v ert her ei snotas uf fic i ent i nt e gr a t i ona ndc ompa ni e sf a c eac l e a rdi f fic ul t yi na c c e s s i ng a nde xpl oi t i ngoppor t uni t i e sdur i ngWor l dExpos i t i ons . On t heot he rha ndwes e eagr owi ngt r e ndf orc ompa ni e sus i ng Wor l dExpos i t i onsasani ns t r umentt oac c es sknown and/ oremer gi ngmar ket s ,mar keti nf or mat i onand Gov er nments uppor t . Wha ti st her ol eofExpoMa ga z i nei nt hi sbus i nes s ? Ex poMa ga z i nei sane wpl a t f or m of f e r i ngs e l e c t i v ema r k e t i nf or ma t i ononones i dea nddel i v er a nc eofc ompa nya nd br andi nf or mat i ont ot her i ghtpeopl eandi nt her i ght pl a c e sont heot he rs i de , wi t ht hes uppor tofGov e r nme nt s , c ha mbe r so fc omme r c ea ndl oc a l a s s oc i a t i ons . Al l pa r t i c i pa t e a s' bus i nes spa r t ner s ' wi t ht hec ommona i m ofef f e c t i v el y pr omot i ngt he i ra c t i v i t y . Wek no wi nde e dt ha ti nac ompe t i ng env i r onment , t heabi l i t yt oc ombi nemar k etk nowl edge, del i ver yofi nf or mat i onands t r ongpr oduc tbr andi ng s uppor t edbyas t r ongNat i onBr andi ng, c anmak et he di f f er enc ei nt er msofs uc c es sornot . Ani nf o r ma t i o nhu bwhe r ea l l t he s ea s p e c t sa r ei nt e r c o nne c t e d c a nma k eas ubs t a nt i a ldi f f er enc e. Thi si st her ol eofExpo Ma ga z i ne.

Formor ei nf or ma t i onr e ga r di ng Na t i onBr a ndi nga ndt hi sa r t i c l e v i s i twww. l e opa r dpubl i s hi ng. c om

EXPOMAGAZI NE. COM

Wha ts ol ut i onsi sExpoMa ga z i neof f er i ng? ExpoMagazi nei sanew pl at f or m of f er i ngmar ket i nf or ma t i ona ndl a r ges c a l edel i v er yofi nf or ma t i onbot h t oc ons umerandt obus i nes s , i nagr owi ngmar ketof c ompa ni esea gert oe xpl oi tExposwi t hne wpr oduc t sa nd s er vi c es . ExpoMagaz i nebel i ev eswewi l lc r eat eanew waveofi nf or mat i onandc ommuni c at i ons er vi c es . We of f erourc l i ent st hec hanc et oj oi nani ndus t r ywi t ha s t r ongt r endofgr owt h. Howwoul dy ous y nt hes i z eExpoMa ga z i ne ' sa c t i v i t y ? 1. Na t i onBr a ndi ng 2. I nv ol v ec ons umer s 3. Col l e c ta ndpubl i s hma r k eti nf or ma t i ona ndf or e c a s t 4. Col l e c ta ndpubl i s hi ns t i t ut i ona li nf or ma t i on 5. Dr a wa t t ent i ont oemer gi ngi ndus t r i es 6. St r engt hent i eswi t hemer gi ngma r k et s 7 . I mpr ov ebus i nes snet wor k s 8. Suppor tent er pr eneur si ne xpa ndi ngt hei ra c t i v i t i es t hr oughpa r t ner s hi pswi t hs el e c t edl oc a le xper t s Pr i vat eI nves t or s , Chamber sofCommer c e, Loc aland Nat i onalGov er nment sal lhav et heoppor t uni t y , t hr ough ExpoMa ga z i ne, t odel i v eri nf or ma t i ont oc ons umer sa nd dev el opt hei rnet wor ks . Thi smak est hes y s t em hi ghl y ef f ec t i vei nt er msofent er pr eneur si nvol vementwi t h Wor l dExpos i t i ons . Wha ta r et hea c hi e v ement sofExpoMa ga z i nei nt hel a s t 12mont hs ? Cur r ent l yExpoMagaz i nei sar egi s t er edT r ademar kand hasnoc ompet i t or s . I nt hel as t12mont hst heor i gi nal pr oj ec tgr ewc ons i der abl yf as tt ot hepoi ntofbec omi ng t hes e c ondl a r ges ti nf or ma t i ona ndnet wor k i nghuba f t er t heExpo2015Of ďŹ c i alor gani s at i onandi soni t swayt o be c omet hel ea di ngr ef er enc ef ori nv es t or s . Wha ta r et hene xts t eps ? Ouri mpl ement at i onpl ans eesani nt er nat i onalExpo Ma ga z i nes er v i nga l lExposa ndnotj us tones i ngl ee v ent . Wear ebui l di ngr el ev antpar t ner s hi psi nt hi sdi r ec t i on. Al lma r k eti nf or ma t i onwi l lbeper ma nent l ya v a i l a bl eon t hi sne wi nt e r na t i ona lc ommuni c a t i onpl a t f or m. Wer e gi s t e r hi ghl yt a r get eds ubs c r i pt i onst oours er v i c esa ndma i l i ng l i s t-andwear et al k i ngofov ert hr eemi l l i onc ons umer s c ons ul t i ngourhub. I nf or ma t i onwi l lbedel i v er edt hr ough t heonl i nepl a t f or ma ndt hr oughourpr i nt ededi t i on.

Fut ur eEner gy,ac l i mat eofunc er t ai nt y:dec i s i onsoft odayf ort omor r ow. Thedec l i nei nt hec os tofener gyduet ot ec hnol ogi c al i nnov at i onands c al eec onomi esac hi ev edt hr oughmas s depl oy menthasenabl eddev el opi ngc ount r i est oadopt t hes et ec hnol ogi es . Ener gyi ns t al l at i onshav es eenagr aduals hi f ti nmar k et powert oemer gi ngec onomi es . Regi onss uc hAs i a, Lat i n Ame r i c a , t heMi ddl eEa s ta ndAf r i c at ha nk st our ba ni z a t i on, popul a t i ongr owt h, ener gys ec ur i t yc onc er ns , a nds t r ong e c onomi cde v e l opme nt , ha v ei nc r e a s i ngl ybe e nc ont r i but i ng t oener gyc apac i t ygr owt handEur opewi l lr emai nt he l e a di ngr e gi oni nt hegl oba lbi oe ne r gya ndwa s t es e gme nt ev ena sf ut ur ec a pa c i t yexpa ns i oni nt hes egmentc omes f r om Sout heas tAs i a, Aus t r al as i a, Nor t hAmer i c a, Tur k ey , I c el a nda ndKeny a .

I NS I GHT

TheEne r gys e c t ori si nat i meofunc e r t a i nt y . Thede ma nd c ont i nuest oi nc r ea s e. Cha l l engesa r ehuge. Dec i s i onmak er sneedt ot ak ec r i t i c aldec i s i onsi nt hi s unc er t a i nt yc l i ma t e. Weha v enot i c edi nt hel a s ty ea r sa n i nc r eas eofc ompl exi t yonvar i ousener gydr i ver sand i nv es t ment ss i gna l s . Fut ur eener gypr i c esc ont i nuet obe apr eoc c upa t i onf ormos tl ea der si nt hema r k et . Ta k i ngi nt oc ons i der a t i ons ev er a ls c ena r i osena bl esust o t es tourpr edi c t i onsi nor dert ogi v es t r a t egi ci nf or ma t i on f ori nv es t ment sdec i s i ons . Andea c hs c ena r i obec omesa poi ntofr ef er enc ef ori nves t or s .Theexc hangeofbes t pr ac t i c esandt ec hnol ogi esi sani mpor t antpoi ntand Uni v e r s a lEx posa si tc a nbef orAs t a na2017orDuba i 2020 ar ec l ear l ybus i nes sev ent st hatal l owust oans wert hi s needofc ol l a bor a t i on. Theongoi ngc l i ma t enegot i a t i onsa r et het es t i moni a lof t hedy na mi cna t ur eofe ne r gyma r k e t s . I nat i meofs omuc h unc e r t a i nt y , unde r s t a ndi ngt hei mpl i c a t i onsoft hes hi f t i ng ener gyl a nds c a pef orec onomi ca ndenv i r onment a lgoa l s a ndf ore ne r gys e c ur i t yi sv i t a l . Wene e dt ok e e pi nf or me d onupdat edpr oj ec t i onsf ort heevol ut i onoft hegl obal e ne r gys y s t e m ha v i ngapa r t i c ul a rf oc usont hel a t e s tda t a a ndma r k e tde v e l opme nt sope ni ngus e f uldi s c us s i onsa nd c ol l a bor a t i ons . New anal y s i sf or ec as t st hegl obali ns t al l edc apac i t yof ener gywi l lr eac hanav er ageannualgr owt hr at eof5. 7 perc ent . Ec onomi cdi f ďŹ c ul t i esi nmanypar t soft hewor l dar e af f ec t i ngt heout l ookf ort hegl obalener gymar ket .I n muc hoft heWes t er nwor l d, t heweakec onomi cc l i mat e ha si mpa c t eds uppor ts c hemes , whi c hwi l lc ont i nuet obe t hel i f el i nef orma nyr enewa bl eener gyi ns t a l l a t i onsunt i l gr i dpa r i t yi sa c hi ev ed.

EXPOMAGAZI NE. COM

F o r t u na t e l y , wec a ns e ear e a l po s i t i v eo u t l o o ko ni nv e s t me nt s s i gna l s . Thi st r e ndc a nbeduet one wa wa r e ne s sone ne r gy ac c es sandaf f or dabi l i t y . Ther ef or e, wear ev er yf araway f r om agl oba ldea lont hes ei s s ues . Wea r ea l l s t r uggl i ngt ot a k el ongt e r mi nv e s t me ntde c i s i ons t ha ta r er obus ta ndde l i v e rt her e s i l i e nte ne r gyi nf r a s t r uc t ur e wewi l lne ed. Onea s pe c tt ha twene edt or ea l l yt a k ei nt o c ons i der at i oni st hatener gyi nf r as t r uc t ur et hatwebui l t t odaywi l ll as tf ort hene xthal fc ent ur y . Wemus thav ea pa r t i c ul a ra t t ent i ont odi f f er entpos s i bl ef ut ur esl i nk edt o t e c hnol ogyi nnov a t i on, gl oba lpol i c i e sde v e l opme nt sdr i v e n bygr eat ers t r es sf r om ac c el er at i ngener gy wat er f ood pr obl ema t i c . Wha twec a na ddt oc onc l udeouri ns i ghti st ha ta l l c ount r i e s ar ef ac i ngac hal l enget ounder s t andhowt oﬁndr i ght pol i c i esa nds pe c i ﬁcl i mi t a t i ons . Thegoa li st oel a bor a t e abal anc edands t abl epol i c yf r amewor k , t hi sper mi t st o mi t i ga t epol i t i c a lr i s k s . Weneedac l earunder s t andi ngoft oday’ sdec i s i ons i mpl i cat i onst obeabl et odel i vers ol ut i onsf ort he f ut ur ewewa nt .

Ar t i c l ebyL e opa r dPubl i s hi ng’ sI ndus t r yAna l y s i sDepa r t ment . Forf ur t heri nf or ma t i ononourMa r k et i ngCons ul t i nga c t i v i t ypl ea s ev i s i t www. l e opa r dpubl i s hi ng. c om i nf o@l e opa r dpubl i s hi ng. c om

FOCUOS N I TALY

EXPOMAGAZI NE’ S

Cov erbySi moneSabbi et i s i mones abbi et i . com

Bac kgr oundpi ct ur esi nt henex tpages oft hi si s s ue:t heci t yofMi l ano

WHATI STHEVALUEOFTHEMADEI NI T AL Y? Ke epupda t edonwww. e xpoma ga z i ne. c om s ubs c r i bet oourne ws l et t er

FOCUSONI T AL Y

Ac c or di ngt oama r k ets t udybyKPMG“ Ma dei nI t a l y ”i st het hi r dmos tk nownbr a nd wor l dwi de, a f t erCoc a Col aa ndVi s a . Ac c or di ngt ot hea nnua ls t udyc onduc t edbyBr a nd Fi na nc ef ort hel ea di nggl oba lbr a nds , Fer r a i( I t a l i a n)i st hewor l d' smos tpower f ulbr a nd. I t a l yi st het hi r dl a r ges tna t i ona le c onomyi nEur ope, t heei ght l a r ges tbynomi na lGDP i nt hewor l d, a ndt he12t hl a r ges tbyGDP( PPP) . I t a l yownst hewor l d' st hi r dl a r ges tgol dr es er v ea ndi st het hi r dnetc ont r i but ort o t hebudgetoft heEur opea nUni on. I t a l yi st hewor l d' sl a r ges twi nepr oduc er . I ti st he t ent hl a r ges te xpor t eri nt hewor l dwi t h$474bi l l i one xpor t edi n2013. I t sc l os es t t r a det i esa r ewi t ht heot herc ount r i esoft heEur opea nUni on, wi t hwhom i tc onduc t s a bout59% ofi t st ot a lt r a de. Thel a r ges tt r a di ngpa r t ner s , i nor derofma r k ets ha r e, a r e Ger ma ny( 12. 6%) , Fr a nc e( 11. 1%) , Uni t edSt a t es( 6. 8%) , Swi t z er l a nd( 5. 7%) , Uni t edKi ngdom ( 4. 7%) , Spa i n( 4. 4%) . I t a l yi saf oundi ngmemberoft heEur opea nUni on.

EXPOMAGAZI NE. COM

I t a l y ’ se c onomya tagl a nc e

GDP$2. 068B( 2014) GDPGr owt h: 1. 8% GDP/ Ca pi t a : $29, 600 T r a deBa l a nc e: 0. 1% Popul a t i on: 61. 7M Publ i cDebtAs% ofGDP: 133% Unempl oy ment : 12. 4% I nﬂa t i on: 1. 2%

FOCUSONI T AL Y

I t a l yha sadi v er s i fiedi ndus t r i a le c onomy , whi c hi sdi v i dedi nt oade v el oped i ndus t r i a lnor t h, domi na t edbypr i v a t ec ompa ni es , a ndal es s de v el oped, hi ghl y s ubs i di z eds out h, wher eunempl oy menti shi gher . TheI t a l i a ne c onomyi sdr i v en i nl a r gepa r tbyt hema nuf a c t ur eofhi ghqua l i t yc ons umergoodspr oduc edby s ma l la ndmedi ums i z edent er pr i s es , ma nyoft hem f a mi l y owned. I t a l yi sa“ t r a dec ha mpi on” , whos er eput a t i oni sdes er v edl yr e c ogni z edwor l dwi de. Mor e ov er , t hepr oduc t i onor ga ni z a t i ona lpa t t er nofI t a l y , l a r gel yba s edonSma l l a ndMedi um Ent er pr i s esc l us t er edi ni ndus t r i a ldi s t r i c t s , ha spr ov ede xt r emel y fle xi bl ee v eni nt hemos tc r i t i c a lc i r c ums t a nc es . St y l ea ndc ons t a nti nnov a t i on a r et het a ngi bl er es ul t sourent er pr i s esc a nof f ert ot hei rt r a dea ndi nv es t ment pa r t ner sa l la r oundt hewor l d. Bus i nes sc ommuni t i esc ons t a nt l yl ookf or oppor t uni t i es . TheI t a l i a npr oduc t i ona ndt r a demodeli st r a di t i ona l l yba s edonanumberof wel l k nowns e c t or s . Notonl ydoesourc ount r ye x c eli nt hes oc a l l ed“ t hr e eF’ s ” ( Food, Fa s hi on, Fur ni t ur e) , buta l s oi nhi ght e c hpr oduc t s . TheI nt er na t i ona l T r a deCent erpubl i s hese v er yy ea rt heT r a dePer f or ma nc eI nde x, whi c hc a l c ul a t es t hel e v elofc ompet i t i v enes sa nddi v er s i fic a t i onofapa r t i c ul a re xpor ts e c t orus i ng c ompa r i s onswi t hot herc ount r i es . Ac c or di ngt ot hel a t es tda t a , I t a l yr a nk sfir s ti n t hewor l di nT e xt i l es , L ea t herPr oduc t sa ndCl ot hi ng;s e c ondi nNonEl e c t r oni c Ma c hi ner y , Ba s i cMa nuf a c t ur es( whi c hi nc l udesMet a lPr oduc t s , Cementa ndGl a s s ) a ndMi s c el l a ne ousMa nuf a c t ur es( i nc l udi ngJ e wel l er ya ndOpt i c a lgoods ) .

EXPOMAGAZI NE. COM

I t a l yi st het hi r dl a r ges te c onomyi nt heeur oz one, buti t se x c ept i ona l l yhi gh publ i cdebta nds t r uc t ur a li mpedi ment st ogr owt hha v er ender edi tv ul ner a bl e t os c r ut i nybyďŹ na nc i a lma r k et s . Publ i cdebtha si nc r ea s eds t ea di l ys i nc e2007 , t oppi ng133% ofGDPi n2013, buti nv es t orc onc er nsa boutI t a l ya ndt hebr oa der eur oz onec r i s i sea s edi n2013, br i ngi ngdownI t a l y ' sbor r owi ngc os t sons ov er ei gn gov er nmentdebtf r om eur oer ar e c or ds . Thegov er nments t i l lf a c espr es s ur ef r om i nv es t or sa ndEur opea npa r t ner st os us t a i ni t sef f or t st oa ddr es sI t a l y ' sl ongs t a ndi ng s t r uc t ur a li mpedi ment st ogr owt h, s uc ha sl a borma r k eti nef ďŹ c i enc i esa ndwi des pr ea d t a xe v a s i on. I t a l y ' sGDPi st oda ya r ound8% bel owi t s2007pr ec r i s i sl e v el . T wos ubs t a nt i a lf a c t or sne edt obet a k eni nt oc ons i der a t i onwhenr ef er r i ngt oI t a l y ' s e c onomy : 1. I t a l ya l s oha sas i z a bl eunder gr ounde c onomy , whi c hbys omees t i ma t esa c c ount s f ora smuc ha s18% ofGDP . 2. whi l epubl i cdebti sonoft hel a r ges ti nt hewor l d, pr i v a t edebti se xt r emel yl ow 3. Ambi t i ousi ns t i t ut i ona lr ef or msa r eunderwa y

FOCUSONI T AL Y

I nt hepos t wa rper i od, I t a l ywa st r a ns f or medf r om a na gr i c ul t ur a lba s ed e c onomywhi c hha dbe ens e v er el ya f f e c t edbyt hec ons e quenc esoft he Wor l dWa r s , i nt ooneoft hewor l d' smos ti ndus t r i a l i z edna t i ons , a nda l ea di ngc ount r yi nwor l dt r a dea nde xpor t s . Thec ount r yenj oy sav er y hi ghs t a nda r dofl i v i ng, a ndha st hewor l d' s8t hhi ghes tqua l i t yofl i f e a c c or di ngt oTheEc onomi s t . Thec ount r yi sa l s owel lk nownf ori t s i nďŹ&#x201A;uent i a la ndi nnov a t i v ebus i nes se c onomi cs e c t or , a ni ndus t r i ous a ndc ompet i t i v ea gr i c ul t ur a ls e c t ora ndf ori t sc r ea t i v ea ndhi ghqua l i t y a ut omobi l e, na v a l , i ndus t r i a l , f ur ni t ur e, a ppl i a nc ea ndf a s hi ondes i gn. Howe v erI t a l i a nl i v i ngs t a nda r dsha v eac ons i der a bl eNor t hâ&#x20AC;&#x201C;Sout h di v i de. Adr a ma t i c a l l ys l owl e ga ls y s t em, of t endi s put a bl ej our na l i s t i c f r e edom, s t r ongt a xa t i ona nde x c es si nnumberofl a ws , r a nkt he c ount r y80t hi nt hewor l di nt er msoff r e edom.

EXPOMAGAZI NE. COM

Thec ount r y ' sma j orc ompa ni esbys e c t ora r e: Fi a tChr y s l erAut omobi l es , CNHI ndus t r i a l , Duc a t i , Pi a ggi o( mot orv ehi c l es ) ;Pi r el l i( t y r ema nuf a c t ur i ng) ;Enel , Edi s on, A2A, T er na( ener gy ) ;Eni( pet r oc hemi c a l s ) ;Ca ndy , I ndes i t , De ' L onghi( homea ppl i a nc es ) ;Fi nme c c a ni c a , Al eni aAer ma c c hi , Agus t a Wes t l a nd, Ot oMel a r a( def enc e) ; Av i o, T el es pa z i o( s pa c e) ;Ber et t a , Benel l i( ďŹ r ea r ms ) ; Ar ma ni , Ver s a c e, Dol c e& Ga bba na , Guc c i , Benet t on, Di es el , Pr a da , L ux ot t i c a( f a s hi on) ;Fer r er o, Ba r i l l a , Per f et t iVa nMel l e, Ca mpa r i , Pa r ma l a t( f ood&be v er a ges ) ; T e c hi nt , L uc c hi ni , Gr uppoRi v a , Da ni el i( s t e el ) ;Pr y s mi a n, Sa l i niI mpr e gi l o, I t a l c ement i( c ons t r uc t i on) ; STMi c r oel e c t r oni c s( el e c t r oni c s ) ; T el e c om I t a l i a , Medi a s et( c ommuni c a t i ons ) ; As s i c ur a z i oniGener a l i , Uni pol( i ns ur a nc e) ;Uni Cr edi t , I nt es a Sa npa ol o( ba nk i ng) ;Fer r a r i , Ma s er a t i , L a mbor ghi ni( l uxur yv ehi c l es ) ; Fi nc a nt i er i , Fer r et t i , Az i mut( s hi pbui l di ng) .

FOCUSONI T AL Y

I t a l yha sov er1. 4mi l l i onpe opl ewi t hanetwea l t hgr ea t ert ha n$1mi l l i on, at ot a lna t i ona l wea l t hof$11. 857t r i l l i on, a ndr epr es ent st he5t hl a r ges tc umul a t i v enetwea l t hgl oba l l y ( i ta c c ount sf or4. 92% oft henetwea l t hi nt hewor l d) . Ac c or di ngt ot heCr edi tSui s s e ' s Gl oba lWea l t hDa t a book2013, t hemedi a nwea l t hpera dul ti s$138, 653( 5t hi nt hewor l d) , whi l ea c c or di ngt ot heAl l i a nz ' sGl oba lWea l t hRepor t2013, t henetﬁna nc i a lwea l t hper c a pi t ai s€45, 770( 13t hi nt hewor l d) .

EXPOMAGAZI NE. COM

Ani nc r ea s i ngl yi nt er na t i ona l i s ede c onomy : e xpor ti sama j ordr i v er ofdomes t i cgr owt ha ndha sa c c ount edf orov er30% ofI t a l i a nGDP i n2013. Thes uc c es sofâ&#x20AC;&#x153; Ma dei nI t a l y â&#x20AC;?i nt hewor l dl i esi nI t a l i a nbr a ndsa nd pr oduc t s . Fa c t or sofe x c el l enc et ha tgobe y ondt r a di t i ona ll ea di ng i ndus t r i a ls e c t or ss uc ha sf ood, f a s hi ona ndf ur ni t ur e. Thema c hi ner y s e c t orr epr es ent s , i nf a c t , t hemos ti mpor t a nti t em i nt er msoft r a de s ur pl us . I nt hene xtf e wy ea r spr es uma bl y800mi l l i onne wc ons umer swi l l ent ert hegl oba lma r k et , s e ek i ngf orI t a l i a ngoodsa nds t y l e.

FOCUSONI T AL Y

I t a l yha st hefif t hma nuf a c t ur i ngt r a des ur pl usa mongs tG20c ount r i es , e x c l us i v eofener gya ndmi ner a l s , wi t hapos i t i v eba l a nc eof122bi l l i ondol l a r si n2013, a sar es ul tof482bi l l i ondol l a r se xpor t eda nd360 bi l l i ondol l a r si mpor t ed. Amongs tEur opea nc ount r i es , I t a l yi ss e c ondt oGer ma nyonl y . I fwea l s oi nc l udet heener gya ndmi ner a l s s e c t or s , t heI t a l i a nt r a deba l a nc ei ss t i l lont hepos i t i v es i de, wi t has ur pl usof40bi l l i ondol l a r s . I t a l yha sawor l dl ea der s hi pi nt r a des ur pl usf ora l mos t1, 000pr oduc t s . I n2012, outofat ot a lof5, 117mer c ha ndi s edpr oduc t s( t hemos tdet a i l edbr ea k downofwor l dt r a debyi ndus t r y ) , I t a l yoc c upi esl ea der s hi ppos i t i onsf ort r a des ur pl usr ef er r edt o935pr oduc t s , a si tr a nk sfir s ti n235pr oduc t s , s e c ondi n377pr oduc t s , a ndt hi r di n323pr oduc t s . Ma nuf a c t ur i ngt r a deba l a nc e=Ex po r t s–I mpo r t s( go o dso nl y , s e r v i c e se x c l ude d) . I fe x po r t se x c e e di mpo r t s( po s i t i v eba l a nc e ) , t he nt hec o unt r yha sat r a des ur pl us . I fi mpo r t se x c e e de x po r t s( ne ga t i v eba l a nc e ) , t he nt hec o unt r yha sat r a dede fic i t .

EXPOMAGAZI NE. COM

Ma j orc ha l l engespos edbygl oba l i s a t i ona ndt hea c c es sof emer gi ngc ount r i esi nwor l dt r a deha v ec a us eds omec ha nges i nt heI t a l i a ni ndus t r i a la ndpr oduc t i v es t r uc t ur e, i nc r ea s i ngl y or i ent edt owa r dst hequa l i t yofpr oc es s esa ndpr oduc t s . Goodper f or ma nc ei nt het r a di t i ona l ‘ Ma dei nI t a l y ’ s e c t or s –s uc ha st e xt i l ea ndc l ot hi ng, s hoes , f ur ni t ur ea ndt hena ut i c a l i ndus t r y–r ema i nsunc ha nged, t ha nk st ot her ec onv er s i on i nt ohi ghv a l uea ddeds e gment soft hema r k et . Att hes a met i me, t heI t a l i a ne c onomyha sr ei nf or c ed i mpor t a nts pe c i a l i s a t i onss uc ha sma c hi ner y–now t hemos ti mpor t a nts e c t ori nt er msoft r a deba l a nc e s ur pl us–, t r a ns por tmea nsot hert ha nc a r s , c hemi c a l sa ndpha r ma c eut i c a l s , hi ght e c hnol ogy .

FOCUSONI T AL Y

Thes t a gna t i onofI t a l y ’ sGDPi nt hel a t es ty ea r sdoesnotr es ul tf r om al a c k ofa bi l i t yofourc ompa ni est os ei z et heoppor t uni t i esofgl oba lc ompet i t i on a ndopennes s . Ra t her , i ti st hedr a ma t i cs l umpi ndomes t i cdema nd, a tl ea s tpa r t i a l l yc a us ed ( bot hi nI t a l ya ndEur ope)byt her i gi di nt er pr et a t i onoft hea us t er i t ymea s ur es , t ha tha sunder mi nedourgr owt hout l ook . Fr om t hebe gi nni ngoft hewor l dc r i s i si nFa l l2008, t heI t a l i a nma nuf a c t ur i ng i ndus t r i e sha v el os t17 . 9%oft he i rdome s t i ct ur nov e r , a ga i ns t− 2. 1%ofGe r ma ny a nd+4. 5% i nFr a nc e. Byc ont r a s t , i nf or e i gnma r k e t sI t a l yha sout doneGe r ma nyi nt e r msofi ndus t r i a l t ur nov er , i nc r ea s i ng10. 8% a ga i ns t8. 8% i nGer ma nya nd3% i nFr a nc e.

EXPOMAGAZI NE. COM

Thi si st her es ul toft hedy na mi s m ofI t a l i a n c ompa ni es , t hee x c el l enc eofI t a l i a nma nuf a c t ur i ng i ndus t r y , a ndagener a la ndper v a s i v ee xper t i s e Thi ss howsI t a l y â&#x20AC;&#x2122; sa bi l i t yt oa ddr es sgl oba le c onomi c c ompet i t i on, bys ei z i ngne woppor t uni t i esa nda c hi e v i ng s uc c es si nemer gi ngma r k et s . .

STUDI OLEVRI NI Forov er25y ea r st hel ea di ngs er v i c ec ompa nys pec i a l i s edi nt hes a l ea ndr ent a l ofpr emi um r es i dent i a lpr oper t ya ndc ommer c i a lr ea les t a t ei nt heLa k eofComo a ndt hec i t yofComo. T r us toure xper t i s e, v i s i twww. l uxur yv i l l a s . i t Perol t r e25a nnil as oc i et àdis er v i z is pec i a l i z z a t ai nv endi t ael oc a z i one dii mmobi l ir es i denz i a l idipr es t i gi oepr opr i et ài mmobi l i a r ic ommer c i a l i i nComoc i t t àel a go. Af ﬁda t ia l l anos t r aes per i enz a , v i s i t awww. l uxur yv i l l a s . i t

St udi oL e v r i ni Vi aCa dor na1/ A 22100 Como I t a l y www. l uxur y v i l l a s . i t f r a nc es c a @l uxur y v i l l a s . i t Mob. 393492311101

EXPOMI L ANO2015GUI DE 52

FAMI LI ES I dent i t ybr a c el et s , nur s er ya r ea s , f r e es t r ol l er s , a ndot hers er v i c esa r ea v a i l a bl e f orv i s i t ngf a mi l i es . ExpoMi l a no2015ma k esaf a mi l yv i s i tea s y , pr a c t i c a l , f un, a ndc hi l dpr oof . EATI NGATEXPO2015 ExpoMi l a no2015pr ov i dest heoppor t uni t yt ol ea r na boutc ount r i est hr ought hei rfla v our s a nddi s hes . Av i s i tt ot heExpoi sl i k ebei ngi nt hewor l d' sl a r ges tr es t a ur a nt . Ther ea r emor et ha n150r es t a ur a nt s , ba r s , f ood& be v er a gec or ner s , k i os k s , a nds t r e etf ood s t a t i onst oc hoos ef r om. SERVI CES ExpoMi l a no2015i sl i k eas ma l lt own. Ont heExhi bi t i ons i t e, y ouc a nfinds hops , s er v i c ea r ea s , pha r ma c i es , ba nk s , ATMs , agy m, s mok i nga r ea sa ndac i ga r et t ek i os k , a swel la sal os ta ndf ound of fic e, or i ent a t i ons er v i c es , pol i c ea ndfir s ta i d. PEOPLEWI THDI SABI LI TI ES ExpoMi l a no2015of f er Sav i s i t ore xper i enc et ha ti sa c c es s i bl ea ndenj oy a bl ef ora l l . Theper s onwi t h adi s a bi l i t yi sent i t l edt oar educ edpr i c et i c k et . Onme et i ngt her e qui r ement s , ahel pert i c k etwi l lbe pr ov i dedf r e eofc ha r ge.

I NFORMATI ON Ca l l+390202015 f r om Monda yt oSa t ur da y f r om 8: 00t o20: 00 Sunda y sf r om 9: 00t o20: 00.

SURF& READ Sur ft hewebf ort heof ﬁc i a lwebs i t eofExpoMi l a no2015 www. e xpo2015. or g Ont hewebs i t ey ouc a nﬁnda l lt hei nf or ma t i onr e ga r di ng ExpoMi l a no2015 Rea da boutExpoMi l a no2015, Mi l a noa ndI t a l y ont hi sc opyofExpoMa ga z i ne™ .

T wi t t er , t heSoc i a lI nf oPoi nt@As k Expo a ns wer sa l ly ourques t i onsi n140c ha r a c t er sorl es s . Ont heExhi bi t i onSi t e, y ouc a ns t opbya nyoft heI nf oPoi nt s f ora s s i s t a nc ea ndi nf or ma t i on. Ar oundt hec i t yofMi l a na ndi na i r por t sy ouc a nv i s i tt heExpoI nf oPoi nt s

EXPOMAGAZI NE. COM

REACHI NGTHEEXHI BI TI ONSI TE TheExpoMi l a no2015Exhi bi t i onSi t ei sl oc a t edj us tnor t hwes tofMi l a n, a c c es s i bl ef r om a l loft hec i t y ’ st hr e ea i r por t s , a swel la st hema i npubl i ct r a ns por t a t i onl i nes . Thes i t ec a nber ea c hedbymet r o( under gr ound) , byt r a i n, byt ourbus , byt a xi , a ndbyc a r . CARP ARKI NG Ther ea r ef ourpa r k i ngl ot s , a v a i l a bl ebyr es er v a t i ononl y : Mer l a t a( a dj a c entt ot heMer l a t aSuda c c es s ) , Ar es e( wi t hc our t es ys hut t l ebusl i nkt ot heRos er i oEs ta c c es s ) , Fi er aMi l a no( wi t hc our t es ys hut t l ebusl i nkt ot heFi or enz aOv es ta c c es s ) , T r enno( wi t hf r e es hut t l ebust ot heRos er i oEs ta c c es s ) . MOVI NGAROUNDTHEEXHI BI TI ONSI TE TheExhi bi t i onSi t e, e xt endsov eronemi l l i ons qua r emet er s . TheExpoor ga ni s a t i onpr ov i desac our t es ys hut t l ebus , t he“ Pe opl eMov er ” .

EXPOMI L ANO2015GUI DE

OPENI NGHOURS ExpoMi l a no2015i sopenf r om Ma y1t oOc t ober312015. Theda i l yopeni nghour sa r e10: 00t o23: 00. Ther ea r edi s c ount edt i c k et sf ore v eni ngent r a nc e, f r om 19: 00, as pe c i a lFa mi l yPa c k a ge, a nd r educ t i onsf ors t udent sa ndf ort hos eov er65y ea r sofa ge.

I nt er v i ewwi t hAl es s a ndr aPer r a z z el l i , Count r yMa na gerBa r c l a y sI t a l y

Pl eas ec oul dyout el lusabi taboutyour s el f ,Lawyer Per r az z el l i ;abouty ourc ar eerpat handhowy ouc ame t obeoneoft hemos ti nfluent i a lwomeni nI t a l y . Tak i ngt her ol eofBar c l ay sCount r yManageri nI t al yi s oneoft hehi ghpoi nt sofac a r e e rpa t ht ha ts t a r t e dal ong t i meago.Igr aduat edf r om Genovawi t hadegr eei n J ur i s pr udenc e,butIdec i dedt ot r avelt ot heUSAt o s t udyac c ount i ngf ormul t i nat i onalc or por at i ons ,and s pec i al i s edi nmer ger sandac qui s i t i ons .Thi sal l owed met owor kf orhi ghpr ofil el awfir msandIc ameac r os s bot hpeopl eandc i r c ums t anc est hatgavemeopenmi ndednes sa ndv i s i on. Amongt hes et hemos ti mpor t a nt wasmyment or ,Br ookeV.Mahooney,whohel da degr eei nEconomi csf r om Har var d,andheadeda r ec r ui t mentagenc ywhi c hhel pedbot hf or pr ofitand not f or pr ofitc ompani est os hakeupt hei rboar dsand t hei rbus i nes sc ul t ur es . Afine, i nt el l i gent , k i ndandv er y s t r ongwoma n, s heopenedupawor l dt omea ndt a ught mehowt omov ef or war d.Af ewy ear sl at eri nBr us s el s , wher eIwaswor ki ngi ncons ul t i ng,ImetCor r ado Passer a.Hebel i evedi nme,l et t i ng mewor kon i mpor t antpr oj ec t s ,andi twashewhoc onvi nc edme t owor ka tI nt e s aSa npa ol oa st heDi r e c t orofI nt e r na t i ona l Af f a i r sa ndAnt i t r us tt her e. Ay ea ra ndaha l fa goIs ei z ed upont henewc ha l l engea nda gr eedt oma na geBa r c l a y s i nI t a l y . Dur i ngourmeet i ngy out al kedabouti nc l us i on.Pl eas e c oul dy ouexpl ai nabi tmor eabouty ourpl ansf ort hi s a ndwhyy oupl a c es omuc hempha s i sont ha twor d? Bar c l ays ,unl i keot heror gani s at i ons ,boas t sofahi gh numberofwomeni ns t r a t egi cpos i t i ons . Ca ny ouexpl a i n whyi ti ss odi f f er enti ny ourba nk ? Bar c l ay si sal ar gegl obalbank ,whi c hempl oy speopl e wi t ha l lk i ndsofexper i enc e, ba c k gr ounda ndc ul t ur e. Weha v ebeenf oc us i ngi nt ens el yont hi sma t t erf ory ea r s now.Rec ogni s i ngt heval ueofdi ver s i t yandf os t er i ng c ooper a t i onwi t hi na nor ga ni s a t i ona r et wos t r ongpoi nt s

Thi si si nt e r v i e wi spa r to fac o l l a bo r a t i o no fEx poMa ga z i ne wi t hFoc usOnI t a l y , t hema ga z i neofTheBr i t i s hCha mbe r o fCo mme r c ef o rI t a l y .

EXPOMAGAZI NE. COM

ev eni nourbus i nes swor l d. Bar c l ay si nv es t si ndi v er s i t y andac hi ev est hes et hr oughdev el opment , t ut or i ngand coachi ngpr ogr ammes .Recent l yal lexecut i vesi n ma na gementr ol eswer ea s k edt opa r t i c i pa t ei nac our s e on‘ unc ons c i ousbi as ’ ,pr ec onc ept i onsofwhi c hwear e unawar ebutwhi c hc anpl ayaf undament alr ol ei nt he r ec r ui t ments el ec t i onpr oc es si nt hemi ndsofma na ger s . I ti sal s owor t hnot i ngt hatt hewor l dofbanki nghas c ha nged, a ndt hi sc r i s i sha sma dei tes s ent i a lt or ea s s es s t heol dcul t ur esandhabi t s ,andi nt hi swomenar e cons i der edext r emel yr el i abl e.Womenar emovi ng f or war d, ev enwhens i t uat i onsar ec ompl exort her ear e ne wi nnov a t i onsofwhi c hi t ’ sha r dt ogr a s pt hei mme di a t e r et ur ns , bec a us et heyk nowhowt oendur edi f fic ul t ya nd k eept r y i ng. Of t en,power f ulwomenc anbet hefir s tt oc utof fot her women. Butt hi si snott hec a s ewher ey oua r ec onc er ned. I nyouropi ni on,hast hef ac tt hatyouar eawoman a l l owedf orgr ea t erpr oduc t i v i t ya ndf a s t err es ul t s ? Woul dy ous ayt hatbei ngawomanhasgi v eny ouext r a s t r engt h? Thec onc eptofpoweri nI t al yi ss t i l lper meat edbymal e c har ac t er i s t i c s ,andwhenIt al kabouti tIt al kabouta c ul t ur a lt he met ha ti spa r t i c ul a rt oourc ount r y , t oc e nt r e s ofpower , butc onc er nsa l s oeduc a t i ona nds t udy , a ndnot s i mpl yt hewor kpl ac e.Ther ear enever t hel es sway sof expr es s i ngaf emal es t r engt ht hat ,ver ys l owl yand hes i t ant l y , ar eal s obei ngaf fir medher e.Thes ei nc l ude t hea bi l i t yt ot hi nki nt hel ongt er m, t owor kwi t hot her s , t oma na get hes t i mul i t ha tpowe rgi v e si nal e s sna r c i s s i s t i c wa y , t ol ooka f t ert hebus i nes swi t hav i s i ont ha tenf or c es s t r uc t ur esev enbey ondi ndi v i dualpowerandi ndi v i dual s el f . I ti st oempl oyempa t hya ndexper t i s e. I ti st hes t y l e t ha tIa l s ol ookf ori nmyc ol l ea gues . Ibel i ev ei nf emal et al entandIhav eal way smai nt ai ned i t sv al ue.Asac onc r et eexampl e:ass oonasIwasabl e t o,Ihi r edwomen,gi vi ngt hem t hec hanc et oexer c i s e t hei rs ki l l si nappr opr i at er ol es .Myhear ti swi t ht he y oungerwomen: t heya r eourf ut ur e. Youhav ebeenwi t hBar c l ay sf oray earandahal f .I t ’ sa s hor tt i mei nt hegl oba ls t r a t e gyofagl oba l ba nk , howe v e r y ouha v ea l r e a dys uc c e e de di nbr i ngi ngt of r ui t i onv a r i ous pr oj ec t sandi nc r eat i ngal ongt er ms t r at egy ,ofwhi c h wea r ea l r ea dys eei ngr es ul t s . Tel lusaboutt hemos ti mpor t antpr oj ec t s ,t hes t r at egy t haty ouandy ourt eam c ameupwi t hands omeoft he r es ul t sy ouha v es een. Overt hecour seoft hi syearandahal fwehave i nt ens i fiedourwor ki nt hr eedi r ec t i ons : t hei mpr ov ement ofourgover nanc eandc ont r ol s ,t hec r eat i onofanew

c ommer c i als t r at egyf orourr et ai lbus i nes s , andgr eat er at t ent i ont ot hemesofdi v er s i t yandi nc l us i on. Wehav e a c hi e v e dv e r ys a t i s f y i ngr e s ul t si ne a c honeoft he s ea r e a s , t hank st of ant as t i cwor kf r om t het eam andar enewed r el at i ons hi pwi t ht hec ent r alof ﬁc es .Iam v er ypr oudof t hi swor ka ndoft hededi c a t i onofmyc ol l ea guesi nev er y a s pec tofbus i nes s . La s tbutnotl ea s t :wha tmes s a gewoul dy oul i k et os end t oourr ea dera bouty ou, a boutBa r c l a y sI t a l i aa nda bout t hef ut ur e? Bar c l ay swi l lc ont i nuet obeanac t i v epr es enc ei nI t al y . Webel i evei nt hi sc ount r yi nwhi c hwehavebeenf or ar oundt hi r t yyear s .Myc ommi t mentc ont i nuest obe ac c ompani edbyopt i mi s m.Wehopet hatt hedr i v er sof gr owt har ebei ngs t i mul at edandt hatt henec es s ar y r ef or mswi l lbepa s s edt ohel pbus i nes s esgr owa ndof f er wor k .

Wehav eme tMas s i mi l i anoRobe r t oL ongo , hot e lmanage r ofEx poHot e lMi l anabr andne whot e ll oc at e di nagr e e n, q u i e ta n de a s i l ya c c e s s i b l ea r e an e a rt h eE x p o2 0 1 5f a i r g r o u n d s . Ani de a ls t r uc t ur ef ora l lt hos ev i s i t or st ha twi l la t t e ndnot o nl yEx po2015butt het r a di t i o na lMi l a n' sf a i r st hr o ugho ut t hey e ar . ExpoHot e lMi l ani sc har ac t e r i s e dbymode r ni t y ande f ﬁc i e nc yi ns e r v i c e sandt het y pi c al' Madei nI t al y ' wa r mt ha ndqua l i t y .

Re c e nt l ybui l t , ExpoHot e lMi l a nha sapa r t i c ul a ra t t e nt i on t ot her es pec toft heenvi r onmentandwasdev el oped r ef ur bi s hi nga nol di ndus t r i a la r ea . Ca ny oue xpl a i nus ? TheHot elpr emi s eswer ei nt hepa s ta ni ndus t r i a la r eaof t heT er moz et af ac i l i t i es . I nr ec entt i mest hi sar eawas r ef ur bi s heda nddes t i nedt ov a r i ousa c t i v i t i es . ExpoHot el Mi l a nwa sde v e l ope da ndbui l ti nt hef or me ro f ﬁc epr e mi s e s ofT er moz et a .

E x poHot e l Mi l a ni samode r na ndc o z ys t r uc t ur e , s t r a t e gi c a l l y pos i t i onedf orExpo2015vi s i t or s . Whatar et hebas i c c ha r a c t er i s t i c soft hehot el ? ExpoHot elMi l a ni sabr a ndne whot ell oc a t edi nagr e en, qui eta ndea s i l ya c c es s i bl ea r ea . Thehot elha sbe enbui l t wi t hi nno v a t i v et e c hni que sa ndma t e r i a l sf ort hebe s tr e s ul t s i nt e r msofr e duc t i onofpol l ut a nte mi s s i onsa ndr e s pe c t i ng t heenv i r onment . ExpoHot elMi l ani si nPar abi ago, wel l k nowna swe l la s" t hec i t yoft hes hoe s " i nas hor tdi s t a nc e f r om Fi er aMi l anoRhoandf r om t hear eaofExpo2015. Thel oc at i oni sal s os ui t abl ef orMal pens aI nt er nat i onal Ai r por t . TheExpoHot elMi l anhas48r oomsi nc l udi ngs i ngl es , doubl es , t r i pl es , s ui t esa ndr oomsf ordi s a bl edpe opl e. Al l t her oomsa r epa r t i c ul a r l ys oundpr oo f e d, e l e ga nt l yf ur ni s he d a nde qui ppedwi t ha l lmoder nc omf or t sa nds er v i c es . Ar i c hbuf f e tbr e a k f a s ta ndt hegoods e r v i c e , t oge t he rwi t h t hehi ghl e v e loff ur ni s hi ngsa nda c c e s s or i e s , gi v et hehot e l ac ha r a c t ers ui t edt ohot el sofhi gherc a t e gor y .

E x poHot e l Mi l a nha sas ophi s t i c a t e dc l i ma t ec ont r ol s y s t e m ba s edona ut oma t edpa nel s . Wha ta r et hec ha r a c t er i s t i c s oft hi ss y s t em? Ex poHot e lMi l a nwa sbui l twi t hi nnov a t i v et e c hni que sa nd ma t er i a l s , i tus esas ophi s t i c a t eda nda ut oma t edc l i ma t e c ont r olt oe ns ur et hebe s tc ondi t i onsi nt hewhol ebui l di ng gi v i nggue s tt hepos s i bi l i t yt oma na get her oomt e mpe r a t ur e byhi sown. Dependi ngont hes eas onandt heout s i de t e mpe r a t ur e , t hea ut oma t e dpa ne l sr e ﬂe c tora bs or bs unr a y s , opt i mi z i nge ne r gyc ons umpt i onbot hi nt hee nt i r ebui l di ng a ndi nt hes i ngl er ooms . Thepanel sar ec ont r ol l edbyas at el l i t emet eor ol ogi c al s t a t i onont hebui l di ngr oof , ope r a t i ng24hour s . Thes y s t e m ac t i v at est hepanel si ns uc hawayt hatt he yar eal way s per pendi c ul art ot hes unr ay s . I nt hehot elwedonotus e ga sorot herf uelt y pes .

EXPOMAGAZI NE. COM

Wek nowExpoHot elMi l a ndedi c a t ede xt ens i v er es ea r c h i nt hei nt er i ordes i gn. TheHot eli smoder nand, att hes amet i me, c oz y , us i ng r e l a xi nga nds of tc ol or s . Wede di c a t e dpa r t i c ul a ra t t e nt i on c oor di nat i ngal lc ol or swi t hďŹ&#x201A;oors ur f ac esandc ur t ai ns , bot hi nt hec ommona r ea sa ndi nt hegues t sr ooms . Al lpr epa r a t i ona ndf ur ni t ur ewer ede v el opedbyt hebes t Ma dei nI t a l yc ompa ni es , r enownedwor l dwi de. Wha ta r et hes er v i c esa v a i l a bl ef ort heExpoHot elMi l a n gues t s ? L a r gea ndpr a c t i c a le x t e r na la ndi nt e r na lpa r k i ngs , 24hour s r e c e pt i ons e r v i c e , f r e ea ndpowe r f ulWi F i a ndL ANi nt e r ne t c onne c t i on, wel l nes sc or nerwi t hGYM eSP A, a ne x c el l ent andpl ent i f ulbr eak f as tmadeexc l us i v el ywi t ht hebes t I t a l i a npr oduc t sa ndt r a di t i on, t ha tc a na l s obeenj oy edi n ourga r de ndur i ngt hes unnys e a s on. S hut t l es e r v i c ea v a i l a bl e uponr e ques tf r om t hehot elt ot her a i l wa ys t a t i on, whi c h e na bl e sgue s t st oe a s i l yr e a c ht hec e nt e rofMi l a n, t heEx po 2015f a i r gr ounda ndRhof a i r , a ndt hei nt e r na t i ona la i r por t ofMa l pens a .

ExpoHot elMi l a n v i aAc hi l l eGr a ndi , 4 20015Pa r a bi a go, MI L ANO I T AL Y Book i ng& I nf o: + 390331555908 i nf o@e xpohot el mi l a n. c om www. e xpohot el mi l a n. c om

Ca ny oue xpl a i nushowExpoHot e lMi l a nt r e a t st hede t a i l s ofbr ea k f a s t , apa r t i c ul a r l yi mpor t a ntmomentoft heda y , es pec i a l l ywhenf a c i ngaf a i r ? Wef oc us e donI t a l i a npr oduc t sbe c a us ewes t r ongl ybe l i e v e i nt hequa l i t yoft heMa dei nI t a l y . Weof f e rs c r a mbl e dorha r dboi l e de ggs , wur s t e la ndba c on a swe l l a ss l i c e dha m, f r e s ha nds e a s one dc he e s e , mo z z a r e l l a andt omat oes . Choi c esi nc l udepi esandt ar t s , c r oi s s ant s ofv a r i ousk i ndsa ndhotbr ea da swel la sďŹ&#x201A;a v or edbr ea d. Weof f erf r es hs ea s onf r ui t s , s l i c eda ndr ea dyt ot a s t e. Our dr i nk si nc l udeal lt r adi t i onalc of f ee, al monds , haz el nut s a ndpr une s , t e aa ndhe r ba lt e a s , hone y , as e l e c t i onofj a ms a l s ot odr e s sourr e nowne df r e s h, whi t ey ogur t . Dur i ngt he s unnys eas onourbr eak f as ti ss er v edandenj oy edi nt he hot elga r den.

Expo2015wi l lbea t t endedbya nhet er ogeneouspubl i c , dedi c at edt obus i nes sbutal s owi s hi ngt odi s c ov ert he f amousI t al i anwel c omi ng, i nt er msofc omf or t , war mt h a ndqua l i t y . Wek nowExpoHot e lMi l a ne x c e l l si nt hi s . Ca n y ouexpl ai nusy ours er v i c esandt heappr oac ht owar ds gues t s ? Ouri de ai st oma k eourgue s t sf e e la si ft he ywe r ea thome . Gue s t swi l lbea bl et or e ntbi c y c l e s , a t t e ndourGy mi nt he at t i cﬂoorwi t hv i ewov ert heAl ps , r unni ngont het api s r oul a nt , peda la tt hec y c l et t eordos omes pi nni ng. Ont he ot herha ndourgues t sc a na t t endourr el a xa r eaf ea t ur i ng hott ub, s a unaort ur k i s hba t h. Wi t hourus ua lc our t es ywe a r egl a dt oor ga ni z ee x c ur s i onst ot hene a r byt our i s tr e s or t s s uc hasLagoMaggi or e, Como, Gar daori nt henear by mount a i ns . Expo2015meansi nt er nat i onalgues t s , wi t hdi f f er ent l anguagesands ens i bi l i t i es . HowdoesExpoHot elMi l an f a c et hi sc ha l l enge? Al lExpoHot elMi l ans t af fs peakc ur r ent l yengl i s hand, s ome , f r e nc ha nds pa ni s h. Someo ft he mha v ea ne x pe r i e nc e s t r i c t l ydedi c a t edt ot our i s ma nda l wa y swor k i ngdi r e c t l y i nt ouc hwi t hgue s t s . I nde pe nde nt l yf r om t hei mpopr t a nc e ofExpo2015, c a r ea nda t t ent i ont oourgues t sa r ea l wa y s ofpr i ma r yi mpor t a nc e.

Doy ouha v eat a i l or ma deof f e rf orc ompa ni e sorc or por a t e gr oups ? Ofc our s e . Be f or es i gni ngac or por a t ea gr e e me ntwea l wa y s t r yt ounde r s t a nda tourbe s tt heCompa ny ' sr e qui r e me nt s , t hens ubmi t t i ngt ot hei rc hoi c et hemos ti nt er es t i ngof f er c ons i der i ngs t andar dors pec i alt ar i f s . Eac hagr eement i nc l udesdi f f er ents er v i c esandopt i ons , c ompr i s i ngt he oppor t uni t yf orc ompa ni est oma t ur edi s c ount sba s edon howmanyt i mest hec ompanyat t endst hehot el . Wear e al way sopent oeval uat et hebes tof f er sf orpar t i c ul ar e v ent s , i ndi pendent l yf r om t heof fic i a lof f er . Ca ny oubr i eflyt el lusy oure xper i enc ea sHot elMa na ger andhowmuc ht hi sexper i enc ei st odayus ef uli nt he ma na gementofExpoHot elMi l a n? Ibe l ongt ot hege ne r a t i ont ha t , i nt hepa s t , f ol l owe daf a i r l y t r a di t i ona lpa t ht ha ts t a r t e df r om t hehot e lc onc i e r ge . Iwa s a bl et owor kf orpr e s t i gi ousgr oupsa ndhot e l s , bot hs i ngl e hot el sandgr oups , exper i enc i ngi nt hey ear sdi f f er ent oper a t i ona la ndc ommer c i a la ppr oa c hes . If e e lf or t una t et oha v el i v e dt hee poc ha ls hi f tf r om a na l og t odi gi t a l , i na na get ha tha sa l l owe dmet os t a yupt oda t e andi ns t epwi t ht hi sevol ut i onar ypr oc es s . Igues sal l e xper i enc esa r ene c es s a r ya ndus ef ula ndt ha tonene v er e ndst ol e a r n. Ifindmyc ur r e nte xpe r i e nc ei sv e r ye x c i t i ng bec aus ei ti sanewopeni ngandbec aus ei thappenst o c oi nc i dewi t ha ne v entuni quea nds pe c i a la sEXPO2015.

EXPOMAGAZI NE. COM

EXPO2015

F E E DI NGTHEPL ANE T , Expo2015i sapl at f or mf ort heexc hangeofi deasand s har eds ol ut i onsont het hemeoff ood, s t i mul at i ngeac h c o u nt r y ’ sc r e a t i v i t ya ndpr o mo t i ngi nno v a t i o nf o ras u s t a i na bl e f ut ur e . Mor et ha n140pa r t i c i pa t i ngc ount r i e swi l ls howt he bes toft hei rt ec hnol ogyt hatof f er sac onc r et eans wert o avi t alneed:bei ngabl et oguar ant eeheal t hy , s af eand s uf ﬁc i entf oodf ore v er y one, whi l er es pec t i ngt hePl anet andi t sequi l i br i um. 20mi l l i onv i s i t or swi l lat t endExpo 2015f r om Ma y1t oOc t ober31i nMi l a n, I t a l y . Ak e ya s pe c tofExpoMi l a no2015i st hea r r a yofc ount r i e s f r om a l lov ert hewor l dt ha tha v ea gr e edt oi nt er pr ett he t heme: Fe edi ngt hePl a net , Ener gyf orLi f e. Food. Forf ood i sav i t a lpa r tofda i l yl i f ef ore v er y onee v er y wher e. I tc a n br i ngt oget herpe opl eofdi f f er entc ul t ur esa ndr el i gi ons , butal s oi mpl i esaddr es s i ngmanychal l enges .Each pa r t i c i pa t i ngc ount r yha sbe enc ha r gedwi t hques t i oni ng a ndof f er i ngs ol ut i onst ot hema j orc ha l l engesr el a t edt o t hef ut ur eoff ood, a nde a c hwi l lpr ov i det hos ea ns we r sby dr a wi nguponi t sownc ul t ur ea ndt r a di t i ons . E x poMi l a no2015f o c us e so nt woa s pe c t so ff o o dpr o duc t i o n: t r a di t i ona lc ul t ur a lv a l ue sa ndt heus eofne wt e c hnol ogi e s . Thes et woas pec t sar ei nt er c onnec t ed. Bes i desbei ngan oppor t uni t yf ori ndus t r ypl ay er st omeet , t heUni v er s al Ex pos i t i oni spa r to fac ul t ur a lj our ne yt ha ta i mst ohi ghl i ght t hec hangest hatt heent i r epopul at i onoft hepl aneti s c ur r ent l yf a c i ng.

Cl us t e r s Oneoft hek e ya t t r a c t i onsofExpoMi l a no2015, a ndaﬁr s t i nt e r mso fUni v e r s a lEx pos i t i ons , t heCl us t e r sbr i ngt oge t he r c ommuni t i es , notbyge ogr a phi c a la r ea , butbyac ommon t hemeandf oodgr oup. Her ewel ookatt heExpot heme, Fe edi ngt hePl a net , Ener gyf orLi f e, i ni t sbr oa des ts ens e, i nas pi r i tofs ha r i ng, di a l oguea ndi nt er a c t i on. Thema t i ca r ea s Thef oc usofEx poMi l a no2015wi l lbee x pr e s s e dbyme a ns ofﬁv eThe ma t i cAr e a s . L oc a t e dc l os et ot hema i ne nt r a nc e s andot herkeypoi nt sar oundt heExpos i t i ons i t eand c ompr i s i nge xhi bi t i onr out e sf e a t ur i nga t t r a c t i v ee l e me nt s des i gnedt odel i ghta dul t sa ndc hi l dr ena l i k e, t hes ea r ea s pr ov i def a s c i na t i ngi ns i ght sv i aahos tofmul t i s ens or i a l a ndeduc a t i ona le xper i enc es . Exhi bi t i ona r ea Ext endi ngov era ppr oxi ma t el yonemi l l i ons qua r emet er s , t heExpoMi l ano2015e xpos i t i ons i t ei sl ai doutont he t y pi c alRomanc i t y pl an. Thi sc ons i s t sofonewi des t r eet r unni ngeas t wes t , k nownast heDec umano( dec umanus i nL a t i n)i nt e r s e c t e dbya not he r , r unni ngnor t hs out hc a l l e d t heCa r do. Thepoi ntwhe r eCa r doa ndDe c uma nusme twa s t hef or um. I nt hi sc a s e, i ti sPi a z z aI t a l i a . Att hef a rendoft heCa r doa ndDe c uma noa ndenc i r c l i ng t heent i r es i t ei sac a na l , t hef a rs i deofwhi c hi sl i nedby t r e es , e v ok i ngt hei deaofa ni s l a nd.

ht t p: / / www. e xpo2015. or g Ma y1-Oc t ober31 Mi l a no I T AL Y

EXPOMAGAZI NE. COM

MI L ANO

THE9CLUSTERS

ENERGYFORLI FE Cof f ee, t heEngi neofi dea s T aki ngi t si ns pi r at i onf r om t hevas tc of f eepl ant at i ons l oc at edatt heedgesoft het r opi c alf or es t sofAf r i c aand Cent r alAmer i c a, t hi sc l us t er ’ sar c hi t ec t ur eev ok est he hi ghe s tbr a nc he soft het r e e si nt hes ha dewhi c ht hec of f e e pl a nt sgr ow, wi t ht hepa v i l i onss er v i nga samet a phorf or t hes et r e et r unk s . TheCof f eeCl us t eri sc har ac t er i z edbywar m andnat ur al c ol or st hatc hangeac c or di ngt ot hec hangi ngl i ghtt hat fil t e r st hr ought her oof , gi v i ngv i s i t or st hei l l us i onofbe i ng i nar ea lf or es t . Cr eat edi nc ol l abor at i onwi t ht heI nt er nat i onalCof f ee Or ga ni z a t i on( I CO) , t hi sCl us t erna r r a t est hepa s t , pr es ent , a ndf ut ur eofc of f e e, f oc us i ngont hr e ea r ea s : •t hepr oduc ta ndi t sj our ne yf r om bea nt oc up •t hec r ea t i v i t y , a r ta ndc ul t ur et ha tha v ede v el oped a r oundt hec of f e edr i nk i ngr i t ua l •t hes t or i esa ndt r a di t i onsoft hec ount r i esofc of f e e f a r mer sa ndc ons umer s TheCl us t erSt r uc t ur e TheCof f eeCl us t ert ak esv i s i t or sonaj our ne y“ f r om t he l a ndt ot hec of f e ec up ” , f e a t ur i ngfiv es t ops : t hegr e e nhous e , t r a ns por t a t i on, r oa s t i ng, t heba r , t heme et i nga r ea . Av i s i tt ot heCof f e eCl us t e rs t a r t si nt hegr e e na r e aout s i de t hepav i l i on. Or nament edwi t hc of f eepl ant s , i tpr ov i des t hes et t i ngf orSeba s t i ã oSa l ga do ’ ss pl endi dphot ogr a phi c e xhi bi t i on. Onc ei ns i det her ef r es hmentar ea, v i s i t or sc ans ampl ea c upofar omat i c , del i c i ousc of f ee. I nt hee v ent sar eawi l l t a k epl a c eanumbe rofs e mi na r s , pr e s e nt a t i ons , a ndot he r e v ent s . Bet weent hebarandt hee v ent ss ec t i on, v i s i t or s wi l lfindt hemar ketar eawher et heyc anbuyc of f ee pr oduc t sf r omv a r i ousc ount r i e s . Cof f e ea r oundt hewor l d Oneo ft hemos tpopul a rdr i nk swor l dwi de , c o f f e er e pr e s e nt s ama j ors our c eofr e v enue, a ndas purt ode v el opment , f or t hema nyc ount r i e st ha tha v ei nt e gr a t e dt hi sc r opi nt ot he i r a gr i c ul t ur a lde v el opmentpl a ns .

Agr i c ul t ur ea ndNut r i t i oni nt heAr i dZ ones Des er ts a nds t or mspr ov i det hei ns pi r a t i onf ort hedes i gn oft hi sCl us t e r , s y mbol i z i ngt heha r s hne s sofl i f ei ns oc a l l e d Ar i dZ one s , a ndt heda i l yc ha l l e nge sf a c i ngt hepe opl ewho l i v et her e. Des pi t et hehos t i l eenv i r onment , howe v er , v i t a l r es our c esa r et obef ound. Thes a nds t or mi sc onj ur e db yamul t i t udeo fs l i m, t r a ns l uc e nt c y l i nde r ss us pe nde df r om t hec e i l i ngoft hee x hi bi t i ona r e a , wi t ht hec ount r ypa v i l i onsha v i ngt hea ppe a r a nc eofr oc k s i nt hi smet a phor i c a lwi nds weptl a nds c a pe. TheCl us t e rs t r uc t ur e One nt e r i ngt hi sCl us t e r , v i s i t or se nc ount e rawa t e rf ount a i n t hatc onveyst hei mageofanat ur aloas i si nanar i d l ands c ape. I nt hi sar ea, vi s i t or sar eal s opr ovi dedwi t h i nf or mat i on, vi apr es ent at i onsandper f or manc est hat hi ghl i ghtt hec hal l enges , andr es our c es , t y pi c aloft hes e a r i denv i r onment s . Att heendoft hei rt ouroft heCl us t er , v i s i t or swi l lhav e t heoppor t uni t yt os a mpl ea ndpur c ha s es omeoft hef r ui t s a ndot he rpr oduc t st ha tt hr i v ei nt he s epa r t soft hewor l d. Wa t er s t a r v ed Thewor d“ a r i d”i mme di a t e l yc onj ur e si ma ge sofdr y , de s e r t l a nds , hos t i l ee nv i r onme nt st ha tof f e rl i t t l ec ha nc ef orl i f e , ofa nyk i nd, t ot a k er oota ndt ot hr i v e. Howe v e r , whi l et hea s s umpt i onmi ghtbet ha ta l la r i dz one s ar et hes ame, t he yar e, i nf ac t , of t enqui t edi f f er entf r om onea not her . Soi lt y pes , flor aa ndf a una , wa t erba l a nc e, a s wel la sl e v el sofhuma na c t i v i t y , v a r y . I ti sa l s oac ommon mi s c onc e pt i ont ha tt he s ea r i dpl a c e sa r euni nha bi t e d. I nde e d, one fif t hoft hewor l d’ spopul a t i onl i v e si npl a c e ss e v e r e l y l a c k i ngi nwa t er . Gi v ent hi sdi v er s i t y , i ti sc l ea rt ha tt her ei snoones i ngl e defini t i onofwha ta n“ a r i d” z onemi ghtbe. Thei rc ommon c ha r a c t er i s t i c , ofc our s e, i sdr y nes s . Thi si smea s ur edbya c or r el at i onbet weent emper at ur eandr ai nf al l , t oc r eat e c a t e gor i ess uc ha ss uper a r i d, a r i d, a nds emi a r i d. V a r i ouss ol ut i onsha v ebe e ns ugge s t e da ndus e dt oma x i mi z e wa t err es our c esi na ni nt e gr a t edf a s hi on, f r om r a i nwa t er ha r v es t i ngt oef f or t st opr e v ente v a por a t i on. Ma nyoft he s uc c es s f uli nnov a t i onsi nr a i nf eda gr i c ul t ur eha v ec ome a bouta sar e s ul tofa da pt i nge s t a bl i s he dme t hodst ol oc a l c ondi t i ons . Whi l er e pl a c i ngs omeout da t e dt e c hni que sha s he l pe d , s uc c e s sha spr o v e dg r e a t e s twhe nt r a d i t i o na l pr a c t i c e s ha v ebe e nupgr a de d. Ri c e–Abunda nc ea ndSec ur i t y Ar ur a ll a nds c a pet ha tc onv e y st hef e e loft hev a s t ne s s , t he c ol or s , a nds c e nt sofr i c efie l ds , gr e e t sv i s i t or sa st he ybe gi n t hei rj our ne yi nt ot hewor l dofr i c e. TheRi c eCl us t erwi l l al s oi l l us t r at ehowr i c egr ows , i nc l udi nghowt hewat er c ov er sa ndpr ot e c t st hes e edl i ngs . Ri c ei sbot ha da pt a bl ea ndnut r i t i ous . Thi si swhy , mor et ha n 10, 000y ea r sa go, pe opl es t a r t edc ook i nga ndea t i ngr i c e. Thefir s tki ndwas , i ti sbel i ev ed, whatwewoul dc al la Chi ne s e t y per i c e . Thi sv a r i e t yha ss i nc es pr e a dwor l dwi de f r om t hev a l l e y sofChi na , a ndi ss t i l lbei ngenj oy edt oda y a sak e yel ementofma nyc ui s i nes .

Gi v e nourk nowl e dgeo ft hehi s t or yo fr i c ea ndt hec ount l e s s v a r i e t i e st ha ta r ea v a i l a bl e , i ti si mpe r a t i v et ha twea ppr e c i a t e t hec e nt r a l r ol et ha tt hi sc e r e a l pl a y si ne nr i c hi ngbi odi v e r s i t y . Wi t hi nt heRi c eCl us t er , t hev i s i t orwi l lha v et hec ha nc et o t i me t r a v e la nds e ehowpe opl ei ndi f f e r e ntc ount r i e sha v e , ov ert hey ea r s , c omeupwi t hi nnov a t i v ewa y st oc ul t i v a t e r i c e . TheCl us t ers t r uc t ur e Wi t hi nt hi sCl us t er , vi s i t or swi l lbei mmer s edi nar ur al s e t t i ngf e a t ur i ngdi f f e r e ntv a r i e t i e sofr i c egr owi ngi npa ddy fie l ds , t ha nk st oak a l e i dos c opi ce f f e c t , c r e a t e dwi t hmi r r or s . Theopt i ont ot r yac t ualr i c epr oduc t si sav ai l abl eatt he ma nyk i os k ss i t ua t edt hr oughoutt hepubl i ca r ea . Ana da pt a bl ef ood Ri c ei sas t apl ef oral mos tt hr eebi l l i onpeopl e, i not her wor ds , j us tunde rha l foft hewor l d’ spopul a t i on. Onc edr i e d, r i c ec a nbes t or e df orav e r yl ongt i mea nd, t hus , i nc a s eof f ami ne, c anbeal i f es avi ngf oods our c e. Anes s ent i al c ommodi t yf orma nyAs i a ns , Af r i c a ns , a ndL a t i nAmer i c a ns whol i v ei nt r opi c a la nds ubt r opi c a lc l i ma t es , f orOr i ent a l c ul t ur es , hav i ngr i c eequal sweal t h:r i c ei ss eenasbei ng a sv a l ua bl ea smone yorgol d. Fort hee v er gr owi ngwor l dpopul a t i on, r i c er epr es ent sa pr i ma r ys our c eofnour i s hme nt . Duet oi t sa da pt a bi l i t y , r i c e c a nbegr o wna l mos ta ny whe r e , a ndc a nbee a s i l ydi s t r i but e d t oa nypa r toft hewor l d. Cer ea l sa ndT uber s Al t houghc er ea l sa ndt uber sa r et hemos tc ommonc r ops wor l dwi de, f e wpe opl ek nowhowt he ya r epr oduc ed. Thi s pa v i l i ona i mst opr ov i det hene c es s a r ye xpl a na t i ons . Vi s i t or sa r egr e e t e dbya ne ns e mbl eofc ol or s , t e xt ur e s , a nd s c e nt st ha te s c or tt he m ont he i re x pl or a t i onofhowc e r e a l s andt uber sar egr own. Li k ear i v er , t hi sj our ne ywi ndsi t s wa yt hr ought hepa v i l i onsoft hev a r i ousme mbe rc ount r i e s , fina l l yflowi ngouti nt oagr ea tc a nopi eds pa c et ha thos t s e v ent sa ndof f er sr ef r es hment s . TheCl us t erSt r uc t ur e Vi s i t or sc anmov ei nt hes pac ebet weent hepavi l i ons , l e t t i ngt he ms e l v e sbege nt l ydr a wna l ongbyt hedi f f e r e nt e xa mpl esofl a ndc ul t i v a t i on. Thec a nopyoft hebui l di ng t a k e st hes ha peofac hi mne ya ndhos t sa na r e af ore v e nt s a ndt hedi s t r i but i onoft hemedc ul i na r ys pe c i a l t i es . Ha v i ngfini s hedt hei rt ouroft hi se xhi bi t i ona r ea , v i s i t or s c a nt a k epa r ti nanumbe rofa c t i v i t i e s , orj us ts i ta ndr e l a x, enj oy i ngt het r a di t i ona ldi s hesoft hec ount r i ese xhi bi t i ng i nt hi sc l us t er . Thes e edsofc i v i l i z a t i on Cul t i v a t e d, e x por t e da nds ol df ort hous a ndsofy e a r s , c e r e a l s andt uber shav ef os t er edc ont ac tbet weenc i v i l i z at i ons , a ndha v epr ov i de ds us t e na nc et ohugenumbe r sofpe opl e a r oundt hewor l d. Ce r e a l sa r et hes t a pl edi e toft hema j or i t y oft hewor l d’ spopul a t i on. Notonl ya r et he ynut r i t i ous , but t he ya r ei ne xpens i v e, a nda r equi c ka ndea s yt odi ges t .

EXPOMAGAZI NE. COM

EXHI BI TI ONSI TE

Coc oaa ndChoc ol a t e, t heFoodofGods Uponent er i ngt heCoc oaandChoc ol at eCl us t er , v i s i t or s wi l lf e e la si ft he ya r ewa l k i ngi nt ot hej ungl e . TheCl us t e r r e c r ea t est het r opi c a la nds ubt r opi c a lenv i r onmentwher e c a c a ot r e esgr ow. Thee xt er na lpa r t soft hebui l di ngsa r e madeofv er yl i ghtmat er i al s , whi c hopent or ev ealt he i nt e r na lc a nopy . Thi sde s i gns y mbol i z e st hene e dt opr ot e c t s uc hav a l ua bl ea nda r oma t i cf r ui t . TheCoc oaa ndChoc ol a t eCl us t erf ea t ur esal a r genumber ofupr i ght sofdi f f er i ngs i z es . Thes er epr es entt hel ar ge numbe rofs pe c i e sa ndt y pe soft r e eunde rwhi c ht hec a c a obear i ngev er gr eengr ows . Theat mos pher ei swar m and humi dasi nar ealj ungl e, wi t hs unl i ghtpenet r at i ngt he t r e es ’ c r owns , c a s t i ngi t sr a y st hr oughoutt hepa v i l i ons . TheCl us t erSt r uc t ur e Thepa v i l i ons , a l lofas i mi l a rs i z ea ndc ol or , a r ei dent i ﬁed byt hee xhi bi t orc ount r y ’ sﬂagandname. Di s pl aypanel s f e a t ur i ngdr a wi ngs , i c ons , a ndi ma ge st e l lt hema nys t or i e s ofc a c a o: f r om c ul t i v a t i on, v i apr oc e s s i nga ndt r a ns por t , t o di s t r i but i onwor l dwi de. I nt heCl us t er , t het a s t i nga ndr el a xa t i ona r eai sl i nk edt o t hes e c t i ons e ta s i def ore v e nt s , a nda l s ot ot hes pa c ewhe r e demons t r a t i onsr el a t edt oc oc oaa ndc hoc ol a t ewi l lt a k e pl a c e. Theev ent sar eaf eat ur esbenc hs eat i ngi naf ans hape f or ma t i on. I na ddi t i ont obe i ngus e dbyt hea udi e nc edur i ng per f or manc es , t hes es eat sar eal s oav ai l abl ef orv i s i t or s ’ c onv eni enc et hr oughoutt heday . Out s i det hepav i l i oni s agr e e na r e awi t ht a bl e sa ndbe nc he swhe r ev i s i t or sl e a v i ng t heCa c a oCl us t er , a swel la spa s s er s by , c a nt a k eaqui c k br ea kf r om e xhi bi t i onhoppi ng.

Awoodenr oofc anopyc ov er st hemai ns quar e, ar ound whi c ht hepa v i l i onsa r egr ouped. Att heendoft hei rt our oft heCl us t er , vi s i t or swi l lhav et hec hanc et owander t hr ought hemar k et , andper hapspur c has es omeoft he t as t yf r ui t sandl egumesondi s pl ay . Themar k etf or msa na t ur a ll i nkt ot heSpi c e sCl us t e r , l e a di ngv i s i t or ss e a ml e s s l y t ot hei rne xte xper i enc e. Anes s ent i a lc omponentofourdi et Fr ui t sa ndl e gumesha v ebe enea t enf orc ent ur i esa nd, a s ar es ul t , havebec omes y mbol sofmy t hs , l egends , and a nc i entt r a di t i onsi nma nyc ul t ur eswor l dwi de. Fr ui tc ul t i v a t i onbega ni nt heMedi t er r a nea nr egi on, due t ot hef a v or a bl ec l i ma t e . TheEgy pt i a ns , Gr e e k sa ndRoma ns we r ef a mi l i a rwi t hma nyv a r i e t i e so ff r ui t . I nme di e v a lt i me s , e f f or t sbe ga nt oi mpr o v ec ul t i v a t i onme t hodsf orbot hf r ui t s a ndl e gumes . Theea r l ys et t l er st ookma nyoft hei rpl a nt s ands eedst ot heNewWor l d, wher emanywer eabl et o ﬂour i s h, a ndwe r egr a dua l l ybr oughtt ot hee nt i r ec ont i ne nt , be c omi ngt hef oc usofk e ent r a de. As i def r om s oy aa ndbea ns , t ha twer et r a di t i ona l l yf ound i nCent r alandSout her nAs i aandi nCent r alAmer i c a r es pec t i v el y , mos tl egumeswer eor i gi nal l ygr ownand c ul t i v a t edi nt heMes opot a mi aa ndMedi t er r a nea na r ea s , duet ot hec l i ma t ebei ngf a v or a bl e. L e gume sr e pr e s e ntt hema i nf oods our c ei nma nye me r gi ng c ount r i e s , t he i rf unda me nt a lqua l i t i e she l pi nge ns ur ef ood s e c ur i t y . L e gumesa r ea ne xt r emel yi mpor t a ntpa r toft he f oodc ha i na nd, duet ot hei rv i t a mi na ndmi ner a lc ont ent , ma ybeus e da sas ubs t i t ut ef orc e r e a l si nt hec r opr ot a t i on s y s t em, whi c hi sdes i gnedt ohel ppr e v ents oi ldepl et i on.

Af er t i l i t ys y mbol Cac aowasc ul t i v at edf ormanyt hous andsofy ear sbya numberofpr eCol umbi a npe opl es , a ndf ea t ur eda sak e y c ompone ntofMa y aa ndAz t e cdi e ta ndc ul t ur e . Oneoft he ma nyu s e st owhi c ht heAz t e c spu tc a c a owa sa sa ni ng r e d i e nt i nt hedr i nkk nowna s“ x oc ol ā t l ” . Anot he rt r a di t i ona lr e c i pe c ombi nedc oc oaa ndc hi l i . Whet herus edf orf oodordr i nk , ori ne x c ha ngef orot he rgoods , c oc oas oonbe c a meas y mbol ofener gy , f er t i l i t y , a ndl i f e.

TheWor l dofSpi c es At r ul ys ens or i ale xper i enc eawai t sv i s i t or sast he ys t ep i nt ot heWor l dofSpi c esCl us t er . Her e, t he yc a nf ol l owt he s pi c er out es , a c r os sc ont i nent s , v i al a nda nds ea . enj oy i ng t he i ra r oma s , t hi nk i nga boutwa y st ous es pi c e sa sc ook i ng i ngr edi ent s , medi c i na lr emedi es , orc os met i c s . Thee xper i enc ebe c omesav er i t a bl ej our ne y : a c c or di ngt o s omehi s t or i ans , demandf ort hes ehi ghl ypr oﬁt abl e c ommodi t i esdr ov ei nnov at i oni nal lar easofs hi ppi ng, a nde xpl or a t i on, l ea di ngt ot hedi s c ov er yofne wl a nds .

Fr ui t sa ndL egumesc l us t er TheF r ui t sa ndL e gume sCl us t e rf e a t ur e sav e r i t a bl eor c ha r d off r ui tt r ees , l ar geands mal l , whos edel i ght f ular omas i nv i t ev i s i t or st odi s c ov ert hei ror i gi ns , hi s t or y , aswel las t hel e gendsr el a t edt ot hem. Thes pa c e s , t hes t r uc t ur e s , a swe l la st hena t ur a lr e s our c e s ondi s pl a yc onj ur el i ght pl a ya nde v ok et hef e e l i ngofbe i ng i naf or es t .

TheCl us t erSt r uc t ur e Theexhi bi t i onar eamak esaf eat ur eoft hemapst hat gui dedt r ader sf arandwi dei nt hei rs ear c hofs pi c es , e v ok i ngaj our ne ys panni ngdi f f er entc ul t ur es , aj our ne y t ha tbe gi nswi t has e que nc eof“ s e ns or i a la r e a s ” , i nc l udi ng t a s t i ngs , i ns t a l l a t i ons , a ndanumberofe v ent s . Al lov ert hewor l d, s pi c esa r egr own, ha r v es t ed, a ndus ed i nma nywa y s , a sc ook i ngi ngr e di e nt s , a swe l l a sf orme di c i na l orc os me t i cpur pos e s . Thi se x hi bi t i onf oc us e sont hes pi c e s t ha tor i gi na t ef r om t hec ount r i e sbe l ongi ngt ot hi sCl us t e r .

Cl us t erSt r uc t ur e TheFr ui t sa ndL e gumesCl us t erf ea t ur esa r ea sc ul t i v a t ed wi t hdi f f e r e ntv a r i e t i e so ff r ui tt r e e sa ndbus he s . I nt hema i n c e nt r a ls qua r eoft hi sCl us t e r , v i s i t or sc a npa r t i c i pa t ei n, a nd enj oyt hema nye v ent si ns pi r edbyt hes ha pes , s c ent sa nd c ol or soft hewi dev a r i e t yoff r ui t sa ndl e gume sonof f e r .

EXPOMAGAZI NE. COM

Ont heSpi c eRout es Spi c e se v ok ec ol or s , a r oma s , a ndt hea l l ur eofe x ot i cl a nds , butt he ya l s oc onj ur ei nt r i gui ngi ma ge soft hea nc i e ntt r a de r out est ha tc onne c t edf a r di s t a ntpa r t soft hewor l d. The l ur eofs pi c esandar omat i cher bsi ns pi r edmer c hant st o under t a k el onga nda r duousj our ne y st os a t i s f yt hene eds ofemper or s , k i ngs , a nda r i s t oc r a t s . Comi ngt ot hepr e s e ntnow, ov e rt hel a s tt e ny e a r s , a nnua l s pi c epr oduc t i onha sgr ownbyj us tov er4%, whi l s tt r a de hasenj oy edanav er agei nc r eas eofnear l y6% pery ear . Thankst oi nc r eas i ngl ydemandi ngc ons umer s , at r end t owar dsheal t hi ereat i ng, i nc r eas edpr ofitmar gi ns , and gl obal i z at i on, wec anexpec tt os eey etmor egr owt hi n t hes pi c et r a dei nt hef ut ur e. I s l a nds , Seaa ndFood Nat ur enour i s hes , engages , ands t i mul at est hes oul . The I s l ands , SeaandFoodCl us t erc onc epti sbas edont hi s c onc eptof , “ f eedi ngt hes pi r i t ”vi as ounds , c ol or s , and a r oma s . Thes oundofr us hi ngwa t e r , t hec r unc hoff oot s t e ps ongr a v el , a ndha mmer i ngonwoodc onv e yas ens eoft he ha r monyt y pi c a l l yf oundwi t hi nt hec ount r i e sbe l ongi ngt o t hi sCl us t er . TheCl us t e rSt r uc t ur e Thena t i onse x hi bi t i ngwi t hi nt hi sc l us t e ra r ehous e di nt wo pa v i l i onsl i nk edbyal a r geba mbooc a nopy . Thi sc r ea t esa uni queenv i r onmentofc ol or sa nda t mos pher e. Thewa l l s o ft hepa v i l i onsf e a t ur equot a t i onsf r omwe l l k nownwr i t e r s , i nc l udi ngHomer , J os ephConr ad, Chr i s t opherCol umbus , Cha r l e sDa r wi n, a ndHe r ma nMe l v i l l e , t he s ewor dse v oc a t i v e ofl ongs ea j our ne y st or emot edes er ti s l a nds . Av i s i tt ot hi sCl us t e re ndsa tt her e f r e s hme nt sa nde v e nt s a r e a , av a s tgl a s sc ubeont ot hewa l l so fwhi c ha r epr oj e c t e d unde r wa t e ri ma ge s , c onv e y i ngt hef e e l i ngofa c t ua l l ybe i ng i nt hede pt hs , e nj o y i ngt he s emy s t e r i ousi s l a nds e a s , i nc l os e c ont a c twi t ht hei rf a s c i na t i ng, y etf r a gi l e, bi odi v er s i t y . Pr ot e c t i ngt hee c os y s t ems Thei s l a ndsoft hePa c i fic , oft heWe s t e r nI ndi a nOc e a na nd oft heCa r i bbea nr e gi ona r es ma l l , hi ghl y di v er s e, a swel l asbei ngal ongwayf r om eac hot her , al lwi t ht hei rown c ul t ur e, e c onomy , a nddi f f er i ngl e v el sofde v el opment . Whi l ec utof ff r om t hemai nl andmas s es , t hes ei s l ands s ha r et hes a megl oba lc ha l l e nge st ha te v e r yot he rc ount r y hast of ac e. I nc r eas edc oas t alfloodi ng, duet or i s i ngs ea l ev el s , l eadst os al i ni z at i onofagr i c ul t ur al l ypr oduc t i v e s oi la ndadr a ma t i cde c l i nei nf er t i l i t y . Er os i on, a swel la s c ha ngesi nr a i nf a l lpa t t er nsmer el ya ddt ot het ol l . Thes e i s s ue sa l s oi mpa c tt hei s l a nds ’ c r a f t sa ndfis hi nga c t i v i t i e s , put t i ngf oods e c ur i t ya te v engr ea t err i s k .

Bi oMedi t er r a neum:Hea l t h, Bea ut ya ndHa r mony Thec onc eptoft hi sCl us t eri sba s eduponMedi t er r a nea n c ui s i neandt hewayofl i f ei nt hi sar ea, wi t has pec i al emphas i sonpar t i c i pat i onandi nt egr at i on. TheCl us t er ai mst or ec r eat et hec ol or s , t as t es , andar omast hatar e t y pi c a lofMedi t er r a nea nc ount r i esa ndt hei rc ul t ur es . Ev ok i ngt hei mageoft y pi c alMedi t er r aneant owns , t hi s Cl us t erf eat ur esal ar gemai nc ent r als quar e, ont owhi c h f a c ef ourbui l di ngswhe r ev i s i t or sc a ns a mpl ea ndpur c ha s e l oc a lf oodsa ndot herpr oduc t s . Thema i ns qua r ei spa v ed i nv a r i ouss ha de sofbl ue , r e mi ni s c e ntoft heMe di t e r r a ne a n s ea . TheCl us t erSt r uc t ur e Thea r e abe t we e nt hev a r i ousme mbe rc ount r i e s ’ pa v i l i ons i sk e y e dont hec ol orbl ue , c ha r a c t e r i s t i co ft heMe di t e r r a ne a n s e a . I nt hec e nt e ro ft hes t r uc t ur ea r et het r a di t i ona l ope na i r c ook i nga r e a st ha tr e pr e s e ntac l a s s i ci ma geo ft hi sr e gi on. Her e, v i s i t or swi l lﬁndas el ec t i onofpr oduc t st y pi c alof Medi t er r a nea nc ui s i ne: ol i v eoi l , br ea d, a ndv a r i ouswi nes . I nt hi sa r ea , v i s i t or sha v et hec ha nc et ot a k epa r ti nf ood pr epa r a t i onc l a s s es , ora t t endc ook i ngdemons t r a t i ons . Pl a c e sa ndf oodc ons t i t ut et hec e nt r a lt he meoft hi sCl us t e r , at hr e ef ol ds t or yt ol d, r es pe c t i v el y , v i ai ma ges , l i t er a t ur e, andc i nema. Thedes i gnoft heCl us t eri nt egr at est he s t r uc t ur esneededt ot el lt hes es t or i es . Fore xampl e, on t het we nt y onec ol umnst ha tf r a met hema i ns qua r ef e a t ur e di s pl a ypa nel swhi c hs er v et ol i nkt het hr e ena r r a t i v es . St or i esofac i v i l i z a t i on TheMe di t e r r a ne a ns e ac onne c t st hr e ec ont i ne nt s : Eur ope , Af r i c a , a ndAs i a . Thi sr e gi oni same l t i ngpotofpopul a t i ons wher ehi s t or y , c i v i l i z at i ons , andt henat ur alenv i r onment hav ebl endedov ert i me. Foodhaspl ay edav i t alr ol ei n hel pi ngt opr es er v et heuni quequa l i t i esoft hi sa r eaa nd, ov erma nyc ent ur i es , awi dea r r a yoff oodt r a di t i onsha v e f or med, bas edonl oc alr es our c ess uc haswheat , ol i v es , a ndgr a pes . I nt heMedi t er r a nea na r ea , amea li ss eena sa nes s ent i a l a s pec tofs oc i a la ndc ul t ur a ll i f e. Thema i nc ha r a c t er i s t i c oft heMedi t er r aneandi eti st hatoft aki ngt het i met o enj oyameal , r epl et ewi t ht hel oc alr i t ual sc onnec t edt o t hec ommuna lea t i nge xper i enc e. Thepeopl eoft heMedi t er r aneanar eapr obabl ys pend mor et i mepr e pa r i nga nde a t i ngt he i rme a l st ha ndot hos e a ny whe r ee l s ei nt hewor l d. TheMe di t e r r a ne a ndi e ti snot onl yc ons i der edheal t hybuti tal s opr ot ec t sagr i c ul t ur al bi odi v e r s i t y , whi l el oc a lc ul t i v a t i onme t hodsr e s pe c tc r i t e r i a f ors us t a i na bi l i t y .

Fut ur eFoodDi s t r i c t( #FFD)pr es ent spos s i bl es c enar i os f ort heappl i c at i onofnewt ec hnol ogi esateac hs t epof t hef oodc ha i n. I ti sami c r ouni v er s ei nwhi c ht hev i s i t or i si nv i t e dt oe xpl or edi f f e r e nti nt e r a c t i onsbe t we e npe opl e a ndf ood. Thepr oj e c ti sma na gedbyCa r l oRa t t i , Di r e c t or oft heSENSEa bl eCi t yL a ba tt heMa s s a c hus et t sI ns t i t ut e ofT e c hnol ogy , t oge t he rwi t hCa r l oRa t t i As s oc i a t e sde s i gn s t udi o. The#FFDi sl oc a t edont hes out hs i deoft heExpo s i t ewher et her ei sal s ot heOpenAi rTheat erandt he wa l k wa ywhi c hc onne c t swi t hCa s c i naMer l a t a . TheChi l dr e n’ sPa r kha sbe e nc r e a t e dbyt heRe ggi oChi l dr e n t eam –anI nt er nat i onalCent erf ort hepr ot ec t i onand pr omot i onofc hi l dr en’ sr i ght sandt hei rpot ent i al . The Chi l dr e n’ sPa r ki sa na r e ade di c a t e dt oe xpl or i ngt heExpo t hemet hr oughf un. Cur a t edbySa bi naCa nt a r el l i , t hepa r k pr o v i de sa na r e af orc hi l dr e n, whe r et he yc a ne nj o ya c t i v i t i e s a nde duc a t i ona lga me s , buta l s or e l a x . Thec onc e pti st i t l e d Ri nga r oundt hepl a ne t , Ri nga r oundt hef ut ur e , s y mbol i z i ng t heges t ur eofhuggi ngt hepl a net .

TheBi odi v e r s i t yPa r ki st her e s ul tofapa r t ne r s hi pbe t we e n Bol ogna F i e r ea ndt heEx po2015SpA. , i nc ol l a bor a t i onwi t h t heMi ni s t r yofAgr i c ul t ur e, Fooda ndFor es t r yPol i c i es , t he Mi ni s t r yoft heEnv i r onment , Pr ot ec t i onofLa nda ndSea , andFeder Bi o. TheThemat i cAr eaofExpoMi l ano2015 dedi c a t edt obi odi v er s i t yc ov er s8, 500s qua r emet er s , a nd i nc l udesat heat r eandt woPavi l i ons , onededi c at edt o Or gani candNat ur alPr oduc t s , t heot herhous i ngt he Bi odi v er s i t ye xhi bi t i on. Thegoaloft heBi odi v er s i t yPar ki st oc al lat t ent i ont o I t a l y ’ sout s t a ndi ngqua l i t i esi nt er msoft heenv i r onment , a gr i c ul t ur e, a ndf oodpr oduc t i on. Vi s i t or st ot hepa r kwi l l s eehowI t al y ’ sagr i c ul t ur albi odi v er s i t yhase v ol v edand ha sbe e nt a k e nc a r eof , t he i rv i s i tc ompl e me nt e dbye v e nt s , s emi na r s , a ndmul t i medi ae xper i enc es . Ar t s& Foods . Ri t ua l ss i nc e1851i sa ne xhi bi t i onc ur a t ed byGer ma noCel a nt , whi c hwi l lbehel da tt heT r i enna l ei n Mi l anf r om Apr i l9t oNovember1, 2015Undert he ar c hi t ec t ur aldi r ec t i onofSt udi oI t al oRot a, v i s i t or swi l l ha v et heoppor t uni t yt oi mme r s et he ms e l v e sphy s i c a l l yi n as pec t ac ul arr out ewher ewor ksofar t , dr awi ngsand ar c hi t ec t ur almodel s , ﬁl ms , obj ec t s , doc ument s , books , menus , a nda l bum c ov er sbr i ngt ol i f eana r r a t i v et ha ts et wor k sa ndi ma ge si nt he i rownhi s t or i c a l , s oc i ol ogi c a la nd a nt hr opol ogi c a lc ont e xt .

THEMATI CAREAS Sour c e:ht t p: / / www. e xpo2015. or g

EXPOMAGAZI NE. COM

SMARTCI TY

DELI VERI NGASOLUTI ONTOOURFUTURE

T ogi v eadefini t i onoft he‘ Sma r tCi t yc onc ept ’ wene edt o t ak ei nt oac c ountl ook i ngatt hec i t yasac us t omer . I na f ewwor ds , t heobj ec t i v ei st oobt ai nas y ner gybet ween as el ec t ednumberofs uppl i er sf r om di f f er entfiel dsof bus i ne s si nor de rt oo f f e rt hec us t ome r –i nt hi se x pl a na t i on, t hec i t y–amul t i pl es e r v i c e s ’ o f f e rt oma x i mi z ei t sope r a t i ons a nda i ma tdel i v er i ngt hec i t i z ena ni nc r ea s eofi t swa yof l i v i ng. Thec i t y ’ sgov er nmentpl a y sac r uc i a lr ol e. Thi sa ut hor i t y needst os uc c eedi nt hec r eat i onofanopengr oupwi t h amul t i s uppl i e rs c he mepr omot i ngc ol l a bor a t i onsbe t we e n di f f e r e nta r e a sofc ompe t e nc ei nor de rt obea bl et ot a i l or t hegl oba lof f ert ot heDNAoft hec i t y . Demogr aphi c st el l sust hatby2025, t hewor l dur ban popul a t i onwi l lr ea c h4bi l l i onpe opl ea ndwi l lr epr es ent 60% oft het ot a lpopul a t i on. Thi si mpl i est ha tmor et ha n t heha l fofourpopul a t i onwi l ll i v ei nur ba na r e a s . The r e f or e Sma r tCi t i e sa ppe a rmor ea sama t t e rofur ge nc ye v e nmor e t ha na sabus i nes soppor t uni t y . I nouropi ni oni ti sbot ha bus i nes soppor t uni t ya nda nemer genc yt oourf ut ur e. TheSma r tc i t yma r k e ti sabus i ne s soppor t uni t ye v a l ua t e d t omor et ha n€1. 3t r i l l i onby2025. Thi sr e pr e s e nt sc ol os s a l bus i ne s sa ndi nv e s t me ntoppor t uni t i e sf orc ompa ni e sa nd c or por a t i ons . Under s t a ndi ngt hes ef a c t sa ndi dent i f y i ngt hepr obl ems t ha twea r ef a c i ngnowa da y she l psusmov et owa r dsac i t y t hati smanagedbyi t s el f , maxi mi s i ngi t ss er vi c esand be c omi ngt hec i t yi t s el ft hea ns wert oi t sownpr obl ems . Wes eedi f f er entar easofi mpr ov ementr egar di ngSmar t Ci t i esands omehav eamaj ori mpac toni t ss uc c es s . We c ani dent i f yt hef ol l owi ng:I CT , Ener gy , I nf r as t r uc t ur e, Publ i ca dmi ni s t r a t i on, Se c ur i t y , Hea l t hc a r e, T r a ns por t a t i on a ndL ogi s t i c . Wewoul ds a yt he nt ha tt hema i ni s s uei st he c ooper at i onbet weenal ldi f f er ents uppl i er sands ome ques t i onsf ol l ow: -Whowi l lbet hemai npl ay er ? -Wha tk i ndo fbus i ne s smode ls houl dbea ppl i e dt os uc c e e d: BOO, BOT , BOM orODM? Whowi l lbet her ef er entoft heov er al lpr oj ec t ? -Howc anwef ac et hec onv er genc eofc ompet i t i ont hat wi l lbec r eat edbyt hec onv er genc eoft ec hnol ogy ? Al lt hes ec ompl i c at i onsl eadust oc ons i dert hec onc ept asdes c r i bedfir s t : l ook i ngt ot hec i t yasac us t omer . Thi s al l owsust oel abor at eagl obals t r at egypos i t i oni ng our s e l v e sbyt hes i deoft hec i t ya ndnotbyt hes i deoft he s uppl i era si nourmoder ns oc i et y . T oda ywes t i l lc ons i der del i v er i ngs er v i c est oans wert oar eques tbutwedon' t c ons i dert hatant i c i pat i ngt heneedandgi v i ngas er v i c e bef or et her e ques ti si ns t ea das ol ut i on.

EXPOMAGAZI NE. COM

TheSma r tCi t ypl a y e rne e dst opos i t i oni t s e l fa sas t r a t e gi c pa r t ne rt obea bl et oa nt i c i pa t eane e da ndde l i v e ras ol ut i on. Wec a ni dent i f y4di f f er entr ol est ha taSma r tCi t ypl a y er c a nt a k e: 1. TheSma r tc i t yi nt egr a t or s : The ya r epr oj e c ti nt e gr a t or s t hatbr i ngt oget hervar i ouss ec t or soft hes mar tc i t y t hr oughpr epac k agedpl at f or mst her ebypr ov i di nga uni ﬁed, hol i s t i ca ndendt oendi nt e gr a t i onofmul t i pl e s e c t or sExa mpl e: I BM, Or a c l e, Ac c ent ur e, 2. TheSma r tc i t yne t wor kpr ov i de r s : The yof f e rc ol l a bor a t i v e ne t wor k s , da t aa na l y t i c sa nde nt e r pr i s ewor k i ngs ol ut i ons t hatc onnec tpeopl e, as s et s , s y s t emsandpr oduc t sby l e v er agi ngont hei rnet wor k i ngandM2M c apabi l i t i es . Exa mpl e: Ci s c o, Ver i z on, Er i c s s on, AT&T , 3. TheSma r tc i t ypr oduc tv e ndor s : The ypr o v i de“ ha r da s s e t s ” l i k es ma r tme t e r sa nddi s t r i but i onde v i c e s( e . g. , a ut oma t e d s wi t c hes , c ont r ol l er sf orc apac i t orbank sandv ol t age r e gul a t or s ) t ha tope r a t ea st hema i nnode so fc onne c t i v i t y . Exampl e:Eat on, Honey wel l , ABB, Sc hnei derEl ec t r i c , Si emens . 4. TheSmar tc i t ymanageds er v i c epr ov i der s : The yof f er r oundt hec l oc kmoni t or i ng, c ompl et emanagement , c ompl i anc emoni t or i ng, andons i t ec ons ul t i ng. Thes e s er v i c esar epr ov i dedei t heri nhous e, c omanaged, or ar ec ompl et el yout s our c ed( t hi r dpar t ypr ovi der s ) Exa mpl e: I BM, Ser c o, SAI C, I nf os y s . Ther ec ommendat i onsatt hi spoi ntar es ev er albutt he pr i or i t i ess houl dbe: -t oc at al y z et hes mar tc i t yc ons or t i um c r eat i ngpubl i c pr i vat ec ons or t i umst oof f eri nt egr at eds mar tci t y s er v i c es , -t os har es er v i c esandbi gdat aanal y t i c st hr oughc l oudba s e ds e r v i c e sonSma r tCi t yma na ge me nta nda na l y t i c s ba s eds er v i c eswhi c hl oc a la ut hor i t i esa ndot herpubl i c s e c t ora genc i esc a na c c es sonas ha r edba s i s , -t obec omeas t r at egi cpar t nerandc hoos ey ourr ol e expl or i ngnew bus i nes smodel swher eﬁr msc oul d par t i c i pat ei nt hegov er nanc eofc i t i es , ( l i k emanaged s er vi c es )andbec omeas uppl ement ar ypar tt ot he gov er nment .

T oda ywea r eus e dt or e s pondt oma r k e t ’ sr e que s t s , howe v e r t hede v e l opme ntofourc i v i l i z a t i on, ofourt e c hnol ogya nd knowhow s houl dbr i ngust oac hangei nourwayof t hi nk i ng. T ol i nkt hi sa r t i c l et oac onc r et ec ont e xtwewoul dl i k et o t ak et hee xampl eoft hei nt er nat i onale v entt hati shel d t hi sy ea ri nMi l a n, t heUni v er s a lExpo2015. Mi l a nt oda yi sr e c ogni s e da sonet hemos ti nflue nte c onomi c c a pi t a lf orbus i ne s si nI t a l ya ndi nEur opebuts t i l lt oda yt he c i t yi snota bl et oof f e rahi ghl e v e lofs e r v i c e st ha tas ma r t c i t yi sa bl et ode l i v e r . Howe v e r , Mi l a ni st hebus i ne s sc a pi t a l ofI t al yandt hec ount r yi sk nownf orl ar gee xc el l enc i es ‘ s uppl i e r si nma nydoma i nsa sT e l e c om I t a l i a , Fi nme c c a ni c a Gr oup, I nt es aSa nPa ol o, ENI , ENEL, Gener a l ia nds oon. I f wet a k eal o o ka tE x p oMi l a no2015, ma nyo f t he s ec o mp a ni e s a r ea l s oof fic i a lpa r t ner sa nds pons or sa ndi fwec ons i der t hee xhi bi t i ons i t ea sami ni a t ur eSma r tCi t yConc eptwe c a ns e ei nt hi sExpoafir s tt es tofhowaSma r tCi t ywor k s ands oaques t i onar i s esi nevi t abl y :Mi l anoSmar tCi t y ’ woul dbet hene xtc ha l l engef orI t a l y ’ sf ut ur e? TheSma r tCi t yOppor t uni t y Di s c ov ermor eonwww. l e opa r dpubl i s hi ng. c om

EXPOMAGAZI NE. COM

FROM MI L AN

WI THL OVE

Mi l ani samaj orfinanc i alandbus i nes sc ent r eoft he Eur ope a nUni ona ndoft hewor l d. TheMi l a nme t r opol i t a n a r ear ea c hesa l mos t7mi l l i oni nha bi t a nt sa ndha soneof Eur ope ’ shi ghes tGDP . Whi l eRomei sI t a l y ' spol i t i c a lc a pi t a l , Mi l a ni st hec ount r y ' s e c onomi ca ndfina nc i a lhea r t . Wi t ha2014GDPes t i ma t ed at€153. 249bi l l i on, t hepr ovi nc eofMi l angener at es a ppr o x i ma t e l y9. 9%o ft hena t i ona lGDP; whi l et hee c onomy oft heL omba r dyr e gi ongener a t esa ppr oxi ma t el y20% of I t a l y ' sGDP( ora nes t i ma t ed€325bi l l i oni n2014, r oughl y t hes i z eofBel gi um) . Mi l ani soneoft heEU' sandt hewor l d' smaj orfinanc i al andbus i nes sc ent er s , wi t ht heMi l anmet r opol i t anar ea ha v i nga2004GDPof€241. 2bi l l i on( US$312. 3bi l l i on) , whi c hmeanst hati thasEur ope' s4t hhi ghes tGDP . Thi s meanst hat , i fMi l anwer eac ount r y , i twoul dhav et he wor l d' s28t hl ar ges tec onomy , al mos tt hes i z eoft hatof t hee c onomyofAus t r i a .

Thec i t y , ont heot he rha nd, ha saGDPo f$115bi l l i on, ma k i ng i tt hewor l d' s26t hr i c hes tc i t ybypur c ha s i ngpower . Mi l a n i st hewor l d' s11t hmos texpens i vec i t yf orexpat r i at e e mpl oy e e s , a ndi t si nﬂue nc ei nf a s hi on, c omme r c e , bus i ne s s , ba nk i ng, de s i gn, t r a dea ndi ndus t r yma k ei ta nAl phawor l d c i t y , aswel last hewor l d' s42ndmos ti mpor t anti nt he Gl oba lCi t i e sI nde x . Al s o , t hec i t y ' shi nt e r l a ndi sI t a l y ' sl a r ge s t i ndus t r i a la r ea , a ndt heFi er aMi l a nof a i ri sc ons i der edt he l a r ge s ti nEur ope . Mi l a n, a l s o, ha soneofI t a l y ' shi ghe s tGDP ( pe rc a pi t a ) , a bout€39. 277 , 18( US$52, 263) , whi c hi s162% oft heEUa v er a geGDPperc a pi t a . Mi l a ni sa l s or e ga r deda st het r uec ur r entf a s hi onc a pi t a l oft hewor l d, ac c or di ngt ot he2009Gl obalLanguage Mo ni t o r , a nda nnu a l l yc o mp e t e swi t ho t he rma j o ri nt e r na t i o na l c e nt e r s , s uc ha sNe wY or k , Pa r i s , Rome , L ondon, L osAnge l e s a ndT ok y o. Ma j orf a s hi onhous e sa ndl a be l s , s uc ha sV e r s a c e , Guc c i , Ar ma ni , V a l e nt i no, Pr a da , Dol c e& Ga bba na , Mos c hi no andMi s s oniar eheadquar t er edi nt hec i t y , whi c hgr eat l y c ont r i but et oi t se c onomy .

Theﬂa goft hec i t yofMi l a n

EXPOMAGAZI NE. COM

Thepr ov i nc eofMi l a ni shomet oa bout45%ofbus i ne s s e s i nt heL ombar dyr egi onandmor et han8per c entofal l bus i ne s s e si nI t a l y , i nc l udi ngt hr e eFor t une500c ompa ni e s . Mi l a ni shomet oal a r genumbe rofme di aa nda dv e r t i s i ng agenc i es , nat i onalnews paper sandt el ec ommuni c at i on c ompa ni es , i nc l udi ngbot ht hepubl i cs er v i c ebr oa dc a s t er RAIa ndpr i v a t et e l e v i s i onc ompa ni e sl i k eMe di a s e t , T e l e c om I t al i aMedi aandSk yI t al i a. I naddi t i on, i thasal s os eena r a pi di nc r ea s ei ni nt er netc ompa ni eswi t hbot hdomes t i c andi nt er nat i onalc ompani ess uc hasAl t avi s t a, Googl e, L y c os , Vi r gi l i oa ndY a hoo!e s t a bl i s hi ngt he i rI t a l i a nope r a t i ons i nt hec i t y . Mi l ani samaj orwor l df as hi onc ent r e, wher e t hes e c t orc a nc ounton12, 000c ompa ni e s , 800s howr ooms , a nd6, 000s a l e sout l e t s( wi t hbr a ndss uc ha sAr ma ni , V e r s a c e andVal ent i no) , whi l ef ourweek say earar ededi c at edt o t ops howsandot herf as hi onev ent s . Thec i t yi sal s oan i mpo r t a ntma nuf a c t ur i ngc e nt r e , e s pe c i a l l yf o rt hea ut o mo t i v e i ndus t r y , wi t hc ompani ess uc hasAl f aRomeoandPi r el l i ha v i ngas i gni fic a ntpr es enc ei nt hec i t y . Ot heri mpor t a nt pr oduc t smadei nMi l ani nc l udec hemi c al s , mac hi ner y , pha r ma c eut i c a l sa ndpl a s t i c s . Ot he rk e ys e c t or si nt hec i t y ' se c onomya r ea dv a nc e dr e s e a r c h i nhe a l t ha ndbi ot e c hnol ogi e s , c he mi c a l sa nde ngi ne e r i ng, banki ngandfinanc e. Mi l ani st hehomet oI t al y ' smai n ba nk i nggr oups( 198c ompa ni e s ) , i nc l udi ngBa nc aPopol a r e diMi l ano, Medi obanc a, Medi ol anum andUni Cr edi tand ov e rf or t yf or e i gnba nk s . TheAs s oc i a z i oneBa nc a r i aI t a l i a na r epr es ent i ngt heI t a l i a nba nk i ngs y s t em a ndMi l a nSt oc k Ex c hange( 225c ompani esl i s t edont hes t oc ke x c hange) a r ebot hl oc a t e di nt hec i t y . Thec i t yc a nboa s toneo fEur ope ' s l a r g e s tt r a d ef a i rs y s t e mso f o v e r1 , 6 0 0 , 0 0 0m2( 1 7 , 2 2 2 , 2 5 7s qf t ) a nda bout4. 5mi l l i onv i s i t or sfloc kt ot hea r ound75ma j or e v e nt se v e r yy e a rf r om a l lov e rt hewor l da swe l la st ot he hi ght ec hc onf er enc ec ent r es . T our i s mi sani nc r eas i ngl y i mpor t antpar toft hec i t y ' sec onomy :i n2010, t hec i t y r e gi s t er edmor et ha n2. 3mi l l i oni nt er na t i ona la r r i v a l s , up 10% ont hepr e v i ousy ea r .

Mi l ani spr es ent l yunder goi ngamas s i v eur banr enewal . Fi er a Mi l a no, t hehi s t or i c a lc i t yt r a def a i roper a t or , owned af ai rgr oundknownas" Fi er aMi l anoCi t y" , whi c hwas di s mant l edt obehous ef oramaj orur bande v el opment , Ci t y Li f edi s t r i c t . Thenewt r a dee xhi bi t i onc ent er , bui l ti n t henor t hwe s t e r ns ubur bofRhoa ndi na ugur a t e di nApr i l 2005, ma k esFi er a Mi l a nooneoft hel a r ges te xpoa r ea si n t hewor l d. Al ongwi t hCi t y Li f e, manyot herc ons t r uc t i on pr oj ec t sar eunderwayt or ehabi l i t at edi s us edi ndus t r i al a r ea s . Se v er a lf a mousa r c hi t e c t st a k epa r ti nt hepr oj e c t s , s uc hasRenz oPi ano, Nor manFos t er , Ar at aI s oz ak i , Zaha Hadi d, Mas s i mi l i anoFuk s asandDani elLi bes k i nd. Many oft hes epr oj e c t sa r ei npr epa r a t i onc ont e xt ua l l yt oExpo 2015. Mi l a nha das t r ongi ndus t r i a la nde c onomi cpr oduc t i ona f t e r t hewa r , howe v e r , i tf e l ls l i ght l yi nt hel a t e1990sa nde a r l y 2000s , es pe c i a l l ywi t ht het a ngent opol ipol i t i c a ls c a nda l . Howe v er , f r om 2004onwa r ds , e c onomi cgr owt hs t a r t edt o i nc r eas eagai n, wi t hanav er ageof1%, bel owL ombar dy ( whos egr owt hr at ewas4. 6%)andt heI t al y ' s20046% av er age, andas i gni ﬁc antr educ edpr oduc t i oni ns ome

i ndus t r i e s : f oot we a r( 11. 4%) , t e xt i l e s( 6. 1%)a ndc l ot hi ng( 5%) . Thebul koft hepl a s t i c( 2%) , c hemi c a l s( 1. 8%)a ndme c ha ni c s ( 1. 6%)i ndus t r i e ss howadownwa r dt r e nd. Publ i s hi ngpr oduc t i on de c r e a s e db y2. 6%, whi l et hewoodpr oc e s s i ngi ndus t r ypr oduc t i on de c r e a s e dby1. 2%. I nc ont r a s t , de s pi t ea ni ndus t r i a lde c r e a s ei n pr oduc t i on, Mi l a nha sha dar a pi da nds t r onggr o wt hi nt het e r t i a r y a ndqua t e r na r ys e c t or s , wi t hl ogi s t i c sa ndt r a ns por t( + 6. 8%)a nd f ood( + 1. 7%) . Mi l a na l s oha sa ni mpor t a ntr ol ei nbookpr oduc t i on andpubl i s hi ng. I ti st hemos ti mpor t antc i t yi nt henat i onf or publ i s hi ng. Expor t s , i mpor t sa ndt r a de Mi l a n' sma i nt r a di ngpa r t ne r sa r eSwi t z e r l a nd, Rus s i a , T ur k e ya nd t h eE u r o p e a nUn i o n( e s p e c i a l l yGe r ma n ya n dF r a n c e ) . I nn o n E u r o p e a n t r a de , t hema i nt r a di ng, e x po r t i nga ndi mpo r t i ngpa r t ne r sa r eChi na , HongKong, t hec ount r i e sofNor t hAf r i c a , Si nga por ea ndUni t e d Ar a bEmi r a t es . Thec i t y ' sma i ne xpor tpr oduc t sa r eel e c t r oni c s , el e c t r i c a lengi ne er i ng, s t e el , t e xt i l ea ndc l ot hi ngpr oduc t sa nd mot orv e hi c l e s( whi c h, howe v e r , ha sdr oppe ddr a s t i c a l l yi n2005 by28, 6%) . Oni mpor ts i deoft hi ngs , t hema i npa r t ner si nMi l a n Sout hKor e a , Tha i l a nd, I ndi a , Chi na , HongKong, T a i wa na ndJ a pa n. Thei mpor t e dgoodsf r om a r ound86%o ft he s ec ount r i e s . Al s ot he c i t yi mpor t sas i gni ﬁc a nta mountf r om Sout hAme r i c a nc ount r i e s a ndt heEur ope a nUni on( Ge r ma ny , Be l gi um, Ne t he r l a ndsa r et he ma i npa r t ne r s ) . Empl oy me nt Theempl oy mentr a t ei sa r ound9596% ( 45% unempl oy ment ) i nMi l a nwhi c hi sf a rhi ghe rt ha nt hena t i ona la v e r a geof9293% ( 7 8%une mpl oy me nt ) . Thi spr opor t i oni sofe mpl oy me nti sl owe r a mongs twome n( 87 88%) . Thet owni si ngr e a tde ma ndofhi ghl y s k i l l e dwor k e r s , 1617% oft hec ount r y , c ompa r e dt o89%. F a s hi o n I n2009, Mi l a ni sr e g a r d e da st hewo r l df a s hi o nc a p i t a l , e v e n b e a t i n gNe wY o r k , P a r i s , R o mea n dL o n d o n . Mo s to ft h ema j o r I t a l i a nf a s hi onbr a nds , i nc l udi ngV a l e nt i no , Guc c i , V e r s a c e , Pr a daa ndDol c e& Ga bba na , a r ec ur r e nt l yhe a dqua r t e r e d i nt hec i t y . Mi l a na l s oho s t saf a s hi o nwe e kt wi c eay e a r , j u s t l i k eo t he ri nt e r na t i o na lc e nt r e ss u c ha sP a r i s , L o nd o n, T o k y o , Ne wY o r k , L o sAng e l e sa ndRo me . C o mp a ni e si nMi l a n Mi l a ni shomet oma nyofI t a l y ' sma j orc or por a t i ons , a nd oneoft hewor l d' s100l a r ge s tc ompa ni e s , ( Uni c r e di t ) , i s hea dqua r t er edi nt heL omba r dmet r opol i s . Ot herma j or Mi l a n b a s e dc o r p o r a t i o n sa n db a n k si n c l u d eL u x o t t i c a , Bo r s a I t a l i a na , T e l e c om I t a l i aMobi l e( TI M) , Ba nc aI nt e s a , Ba nc a Popol a r ediMi l a no, Voda f oneI t a l y , Ode onTV , Fi ni nv es t , L u f t h a n s aI t a l i a , E s s e l u n g a , F i n e c o , V e r s a c e , Gu c c i , L aRi n a s c e n t e , Al f aR o me o , P r a d a , E t r o , P i r e l l i , C o mp a g n i aGe n e r a l ed i E l e t t r i c i t à , 1 0C o r s oC o mo , E u r o ﬂy , V a l e n t i n o , Ar ma n i , Mi s s o n i , Mo s c h i n o , T e l e l o mb a r d i a , R CSMe d i a Gr o u p , S E A TP a g i n eGi a l l e , R e p l yS . p . A. a ndBBPR. o u r i s m T Mi l a ni soneofEU' smos ti mpor t a ntt our i s tde s t i na t i ons ; wi t h1. 9mi l l i o na r r i v a l si n2007a nd1. 914mi l l i o ni n2008, i tpl a c e si t s e l f42nda nd52ndr e s pe c t i v e l y , mo s tv i s i t e dc i t y i nt hewor l d. Ac c or di ngt oapar t i c ul ars our c e, 56% of i nt e r na t i ona lv i s i t or st oMi l a na r ef r om Eur ope , whi l s t44% o ft hec i t y ' st o u r i s t sa r eI t a l i a n, a nd56% a r ef r o ma b r o a d . Themo s ti mp o r t a ntE u r o p e a nUni o nma r k e t sa r et heUni t e d Ki ng d o m( 16%) , Ge r ma ny( 9%)a ndF r a nc e( 6%) .

TheSea loft hec i t yofMi l a n

EXPO& BI E WHAT

I SANEXPO

AnEx poi sagl oba le v e ntt ha ta i msa te duc a t i ngt hepubl i c , s har i ngi nnovat i on, pr omot i ngpr ogr es sandf os t er i ng c ooper a t i on. I ti sor ga ni z edbyahos tc ount r yt ha ti nv i t es ot herc ount r i es , c ompani es , i nt er nat i onalor gani s at i ons , t hepr i v a t es e c t or , t hec i v i ls oc i et ya ndt hegener a lpubl i c t opa r t i c i pa t e. Duet ot hedi v er s i t yofi t spa r t i c i pa nt s , f r om t opde c i s i onma k e r st oc hi l dr e n, Exposof f e ramul t i f a c e t e d e v e ntwhe r ee x t r a or di na r ye x hi bi t i ons , di pl oma t i ce nc ount e r s , bus i ne s sme e t i ngs , publ i cde ba t e sa ndl i v es howst a k epl a c e a tt hes a met i me. Fort hei nt er nat i onalc ommuni t y:Expoi sadi al ogue pl a t f or mf orpr ogr es sa ndc ooper a t i on Fort hegener alpubl i c:Expoi saneducat i ngand ent er t a i ni nge xper i enc e Fort hehos tc ount r y:Expoi sat oolf ornat i onbr andi ng a ndde v el opment Forpa r t i c i pa nt s: Expoa l l owsi nt er na t i ona lout r ea c ha nd e c onomi coppor t uni t i es

WHAT

I STHEBI E

TheBI Ei st heI nt er gov er nment a lOr ga ni z a t i oni nc ha r ge ofov er s e ei nga ndr e gul a t i nga l li nt er na t i ona le xhi bi t i ons t ha tl a s tmor et ha nt hr e ewe e k sa nda r eofnonc omme r c i a l na t ur e( " Ex pos " ) . T oda y , 4ma i nt y pe sofEx posa r eor ga ni z e d underi t sa us pi c es : Wor l dExpos , I nt er na t i ona lSpe c i a l i z ed Expos , Hor t i c ul t ur a lExhi bi t i onsa ndt heDes i gnT r i enna l e ofMi l a n. BI Eâ&#x20AC;&#x2122; smi s s i oni st ogua r a nt eet hequa l i t ya ndt hes uc c es s oft he s ewor l de v e nt s , pr ot e c tt her i ght soft he i ror ga ni z e r s a ndpa r t i c i pa nt sa ndpr e s e r v et he i rc or ev a l ue so fEduc a t i on, I nnov a t i ona ndCooper a t i on. BI Edoest hi sby : _ Choos i ngt hehos tc ount r i esoff ut ur eExpos _ Pr ov i di ngc a ndi da t ea ndhos tc ount r i eswi t he xper t i s e i ne v entmanagement , nat i onalbr andi ngandpubl i c di pl oma c y _ Regul at i ngt heor gani z at i onoft hee v entandmak i ng s ur et hehos tc ount r ya nda l lpa r t i c i pa nt sr es pec tt he Conv ent i onoft heBI Ea ndt her ul esoft heExpo Fr om t he31c ount r i est hatc r eat edt heBI Ei n1928, t he Or ga ni z a t i onha sgr ownt o168Me mbe rSt a t e s , a sar e s ul t oft hes uc c es sa ndt hea ppea lofExpos . TheBI EMember St at est ak epar ti nal lt hedec i s i onsoft heBI Eandt he y s t r i v et oc ont i nua l l yi mpr ov et hequa l i t yofExpos . Thehea dqua r t er soft heBI Ea r el oc a t edi nPa r i s . So ur c e :o f ďŹ c i a lBI Ewe bs i t ebi e pa r i s . o r g

TheBI Ewa sc r ea t edi n1928a nds t a r t edi t sa c t i v i t yi n1931. I t smi s s i oni st ogua r a nt e et hequa l i t yofExposa ndpr ot e c t t her i ght soft he i ror ga ni z e r sa ndpa r t i c i pa nt s . Si nc ei t sc r e a t i on, t heBI Eha spl a c e de duc a t i on, i nnov a t i ona ndc oope r a t i on att hec or eofExpos , t husc hangi ngt hei rr eas onf orbei ng. Fr om s howc as esofi ndus t r i ali nnov at i on, t he yhav ebec ome gl oba ldi s c us s i onpl a t f or msa i meda tďŹ ndi ngs ol ut i onst ot hebi gges tc ha l l engesofhuma ni t y . Ov er50Exposha v ebe en or gani z edundert heaus pi c esoft heBI Eandt hei rs uc c es sat t r ac t snewMemberSt at eseac hy ear . T oday , 168c ount r i es a r emember soft heBI E. OFFI CI ALBI EWEBSI TEht t p: / / www. bi epa r i s . or g

EXPOMAGAZI NE. COM

I NTERNATI ONALCOMMUNI TY AnExpobr i ngst hewhol ewor l dt oge t he rt oďŹ nds ol ut i ons t oaf unda me nt a lc ha l l e ngeofhuma ni t y . Thi sc ha l l e ngei s t het hemeoft heExpo. I npr a c t i c e , ho wi st hi st he mea dr e s s e d?F i r s t , a l lpa r t i c i pa nt s a r eei t hergi v ena ne xhi bi t i ons pa c eort heoppor t uni t yt o bui l dapa v i l i on. I nt hes es pa c est he yc a ns howc a s et hei r e xpe r i e nc e , i nnov a t i onsa ndi de a sr e ga r di ngt het he me . I n a d d i t i o n, c o nf e r e nc e s , wo r k s ho p s , d e b a t e sa swe l l a sd i p l o ma t i c andpr of es s i onalmeet i ngsar eor gani z ed. Thi sal l ows par t i c i pant st oe xc hangei deas , c omeupwi t hs ol ut i ons a ndde v e l opne wc oope r a t i ont i e s . Tha nk st ot hi si nt e l l e c t ua l s t i mul a t i on, Exposs etgui del i nesf ort hef ut ur e. GENERALPUBLI C AnExpoi sane xper i enc et hatc ombi nesent er t ai nment andeduc at i onandof f er sawi devar i et yofexhi bi t i ons , a c t i v i t i esa nds hows . Wi t hi t si nnov a t i v ea r c hi t e c t ur e, t he Expos i t ei sanat t r ac t i oni ni t s el f . Butt hei nt er ac t i ve exhi bi t i ons , t hegr oundbr eak i ngt ec hnol ogi est hatar e s howc a s e da ndt heEx po ' si nt e ns ec ul t ur a lpr ogr a me ns ur e at r ul yunf or get t a bl ee xper i enc e. HOSTCOUNTRY Bec a us ea nExpoi soneoft hef ewe v ent sa bl et oa t t r a c t wor l dl ea der sa ndde c i s i onma k er sa swel la smi l l i onsof vi s i t or s ,i ti sauni queoppor t uni t yf orac ount r yt o s t r engt heni t si nt er nat i onali mageandpos i t i oni t s el fas ak e ypl a y eri nt hei nt er na t i ona la r ena . AnEx poi sa l s oa ne x t r a or di na r ywa yt of os t e rde v e l opme nt . Theev entboos t st hei mpr ov ementofi nf r as t r uc t ur es , t r a ns por t a t i onne t wor k sa ndhous i ngc a pa c i t y . I tge ne r a t e s empl oy mentandj obc r eat i onandi mpr ov est hegl obal bus i nes sa ndi nv es t mentenv i r onmentoft hec ount r y . Thi sl oc alandnat i onalde v el opmenti sal s oboos t edby anac c ur at er eus eoft heExpos i t e. Af t ert hee v ent , t he s i t ei st r ans f or medt oďŹ twi t ht heec onomi c , s oc i aland c ul t ur a lne edsoft hea r ea . P ARTI CI P ANTS Expohos t si nv i t ec ount r i es , i nt er nat i onalor gani s at i ons , t hec i v i ls oc i e t ya ndc ompa ni e st opa r t i c i pa t et ot hee v e nt a ndbeapa r toft hee x hi bi t i ont hr ought he i rownpa v i l i ons anddedi c at eds pac es . Thi sgi v espar t i c i pant sauni que s t a get opr es entt hei ra c hi e v ement s , c ul t ur e, pr oduc t set c . t oa ni nt er na t i ona la udi enc e. Thi sha sa ni mpa c tont hei r i nt er na t i ona li ma gebuta l s oont hede v el opmentoft hei r a c t i v i t i es . Exposal l owc ount r i est os t r engt hent hei rc ooper at i on t i eswi t ht hehos tc ount r ya ndot herpa r t i c i pa ntc ount r i es , aswel laspr omot et hei rl oc alpr oduc t s . Compani esc an e xpa ndt hei rma r k et sbypa r t i c i pa t i ngt ot heor ga ni z a t i on oft hee v ent , me et i ngwi t hot herc ompa ni esa ndi nv es t or s andengagi ngwi t hanewaudi enc e. Exposal s oof f era s t a get oI nt er na t i ona lOr ga ni z a t i onsa ndt hec i v i ls oc i et y t or a i s ea wa r enes sont hec a us est ha tt he ydef end.

As t a naEXPO2017Wor l dSpec i a l i z edExhi bi t i on: f r om J une10t oSept ember10, 2017 Fut ur eener gy–s ol ut i ons f ort a c k l i ngma nk i nd’ sgr ea t es tc ha l l enge

Theme:Fut ur eener gy Ov er5mi l l i one xpe c t edv i s i t or s Mor et ha n100c ount r i es , a ppr oxi ma t el y6i nt er na t i ona lor ga ni z a t i ons Of ﬁc i a lwebs i t eht t p: / / e xpo2017a s t a na . c om

KEEPUPDATEDONAST ANA2017ON EXPOMAGAZI NE. COM

EXPOMAGAZI NE. COM

Thewo r l dha sc o met oat u r ni ngpo i nti ne ne r g yc o ns u mpt i o n. Ont heoneha nd, dema ndf orener gywi l lc ont i nuer i s i ng ast hewor l dpopul at i oni nc r eas esandnewec onomi es emer ge:ac c or di ngt ot heWor l dEner gyOut l ookﬁgur es , ener gydema nds houl di nc r ea s eby1/ 3r dby2035. Ont he ot herha nd, ourpr i ma r ys our c esofener gy , l i k ef os s i lf uel s , a r enotonl yl i mi t edbuta l s oha v ede v a s t a t i ngef f e c t son t heenvi r onment . Manypar t soft hewor l dar eal r eady e xper i enc i ngt het hr eatofgl obalwar mi ng. Ac c or di ngt o t heI nt e r na t i ona lEne r gyAge nc y , weha v et oc utgr e e nhous e ga semi s s i onsby50% by2050t opr e v entgoi ngov ert he 2° Ci nc r eas el i mi tt hat100c ount r i eshav eagr eedoni n 2009. TheI nt er gov er nment alPanelonCl i mat eChange l eav esnodoubt : dr as t i cmeas ur eshav et obet ak ennow i nor dert ol i mi tgr e enhous ega semi s s i ons .

1. Reduc i ngCO2emi s s i ons De v el opi ngl owc a r bonener gyt e c hnol ogi esa ndr educ i ng ener gydema ndc a nr educ eCO2emi s s i ons . Sol ut i onss uc h a sc a r bonc a pt ur ea nds t or a ge , t hepr oduc t i onofr e ne wa bl e t ec hnol ogi es , t heus eofhy dr ogen, t hedev el opmentof nuc l earf us i ont ec hnol ogyandmor ewi l lbes howc as ed, e xpl a i neda nde xper i enc eddur i ngExpoAs t a na2017 . 2. Li v i ngener gyef ﬁc i enc y Ene r gye f ﬁc i e ntt e c hnol ogi e s , e duc a t i on, be ha v i or , pol i c i e s andr egul at i onsc anhaveas t r ongi mpac tont heway ener gyi sc ons umed. TheExpowi l lpr es ents ol ut i onsa nd bes tpr a c t i c esf oras us t a i na bl eus eofener gi es .

As t anai st hec api t alofKaz ak hs t an. I ti sl oc at e dont he I s hi m Ri v e ri nt henor t hpor t i onofKaz ak hs t an, wi t hi n Ak mol aRe gi on, andadmi ni s t r at e ds e par at e l yf r om t he r e g i o na st hec i t ywi t has p e c i a l s t a t u s . Thec i t y ’ sp o p u l a t i o n r e a c he sa p p r o x i ma t e l y1mi l l i o na n di ti st hes e c o n d l a r g e s t c i t yi nKa z a k hs t a n.

AnExpodedi c at edt oEner gyt of os t erdi s c us s i onand c ooper at i onont het heme" Fut ur eEner gy "s uc hasExpo As t ana2017ai msatc r eat i ngagl obaldebat eont he c r uc i a lques t i on" howdoweens ur es a f ea nds us t a i na bl e ac c es st oener gyf oral lwhi l er educ i ngCO2emi s s i ons ? " bet weenc ount r i es , NGOs , c ompani esandt hegener al publ i c . As t ana2017hasi dent i ﬁed3s ubt hemest hatpr es entan over vi ew oft hes t at eofener gyt oday , ands howc as e s us t a i na bl es ol ut i onsa ndt e c hnol ogi c a li nnov a t i ons :

3. Ener gyf ora l l Ener gyi sabas i cneedandahumanr i ght . I ti s" es s ent i al f ors us t a i na bl ede v el opmenta ndf orc omba t t i ngpov er t y " s ay st heUNDP . Howev er , 20% oft hewor l dpopul at i on does n' thaveac c es st oel ec t r i c i t yand40% s t i l lus es bi oma s sf orc ook i ng. I ti ses t i ma t edt ha t36bi l l i ondol l a r s woul da l l owt hei mpl ement a t i onofc l ea ni ns t a l l a t i onsf or e l e c t r i c i t ya ndc ook i nga l lov e rt hewor l d. ExpoAs t a nawi l l s howc as et hes ol ut i onst hatc oul dbedev el opedi nt he l e a s te l e c t r i ﬁe dr e gi onsoft hewor l d, s uc ha sde c e nt r a l i z e d ener gys y s t ems .

Al lpa r t i c i pa nt s( c ount r i e s , NGOs , c ompa ni e se t c . )t ha twi l l hav eanexhi bi t i ons pac ei ns i det heExpowi l lhav et o a ddr es st het hemebyc hoos i ngbet we ena tl ea s t2oft he f ol l owi ngper s pe c t i v es : -Sc i ent i ďŹ cr es ea r c honf ut ur eener gy -Cut t i ngedget e c hnol ogy -Gov er na nc e -I nnov a t i v ebus i nes smodel s -Va l uec ha ngea nds oc i a li nnov a t i on TheExpowi l lal l ow Gover nment s ,or gani zat i ons , env i r onment a l i s t s , t hebus i nes ss e c t ora ndc ons umer st o wr i t ea nda gr e eonas e to fdi r e c t i v e sa ndr e c omme nda t i ons t omeetgl obalchal l enges . Wr i t t eni nt hef or m ofa Mani f es t o, t hes edi r ec t i v eswi l lai m atpr omot i nganew c odeont hes oc i a la ndt e c hnol ogi c a li nnov a t i onsne eded t ot a c k l et hei s s ueofener gy . Thei s s uest heMa ni f es t owi l la ddr es sa r e: -Thema na gementofener gya sar es our c et ha ti mpa c t s ourl i v esa ndt heenv i r onment -Thet hemea nds ubt hemesoft heExpo Thepr omot i ono fs us t a i na bl ede moc r a t i ca ndr e s pons i bl e ener gyf ut ur e -Theneedt oaddr es st hei s s ueofener gyt hr ough c ol l a bor a t i on.

Thedes i gn: i nnov a t i v ea nds us t a i na bl e Themas t erpl anoft he173has i t ei si nt hes hapeofa dr opofwat erandt hepav i l i onsatt hehear toft hedr op f or mt hepat t er nofawi ndt ur bi ne, asanhomaget ot he ener gi esofWat erandWi nd. Thes i t ei nc l udesa25ha e xhi bi t i ona r eawi t ht hes pher i c a lpa v i l i onofKa z a k hs t a n i ni t sc ent er . I twi l lbes ur r oundedbyt heI nt er nat i onal , Thema t i ca ndCor por a t epa v i l i ons . Ent er t a i nmentwi l lbe att hec ent eroft heExpot hankst ot heaudi t or i um, s pe c t a c ul a rs c r e ens , a na r t sc ent era ndi nt er a c t i v ede v i c es a l lov ert hes i t e. Thedes i gnofExpoAs t a na2017' ss i t ei sc l os el yl i nk edt o i t sr e us ea f t e rt heEx po . L oc a t e dne a rNa z a r ba y e vUni v e r s i t y , t hes i t ewi l la l l owt hec r ea t i onofahubf orr es ea r c ha nd i nnovat i vet hi nki ng. Al lbui l di ngsoft hes i t ewi l lbe t r a ns f or medt oďŹ tt hi sa mbi t i on. As t a nai sa ni dea ll oc a t i ont odi s c us st hei s s ueofFut ur e ener gy . Ka z a k hs t a n, oi lpr oduc ers i nc e1911, ha sl a unc hed at r a ns i t i onpl a nt ogr e e ni t se c onomyby2050a ndbe c ome ahubf orr es ea r c ha ndi nnov a t i ononener gi es .

EXPOMAGAZI NE. COM

Thet hema t i cpa v i l i ons Fourt he ma t i cpa v i l i onswi l lgui det hev i s i t or st hr ought he t hemea ndi t ss ubt hemes . 1The' Wor l do fEne r gy ' P a v i l i onwi l l s ho wc a s et hes i t ua t i on ofe ne r gyt oda y . I twi l le xpl or ek e yc onc e pt ss uc ha st he r educ t i onofemi s s i ons , c l i ma t ec ha ngea ndgr e ena nd r ene wa bl et e c hnol ogi es . Vi s i t or swi l lwi t nes sphy s i c a l s c i enc ee xper i ment st ha twi l ls pa r kt hei ri nt er es ta nd s t i mul a t edeba t e.

2The' Ener gyf orLi f e ' Pa v i l i onha sbe enc onc ei v eda sa n al l egor yoft hedel i c at ebal anc ebet weent ec hnol ogy , env i r onmenta ndhuma nl i f e. ThePa v i l i onwi l lpr es ent abr i eft i mel i neofma nk i nd' sr el a t i ons hi pwi t hener gy t hr oughoutt hea ge sa ndt het r a ns f or ma t i v ee f f e c tt ha t s uc hus eoft e c hnol ogyha sha dont hede v e l opme ntof s oc i e t i e s . ThePa v i l i onwi l ls howc a s es ol ut i onst ot a c k l e c l i ma t ec ha ngea ndot he rc ons e que nc e soft hene ga t i v e i mpa c t sofener gyus e, whi c hdi r e c t l yr el a t et oqua l i t y ofl i f e.

3The' Ener gyf orAl l ' Pa v i l i onwi l lpr omot et hene edf or e v er y onet ohav eac c es st oener gy . ThePav i l i onwi l l pr es entener gyt hr oughanet hi c alpoi ntofv i ewand c onv e yame s s a geofc ommi t me nta nds ol i da r i t y : a c c e s s t oener gymea nsa c c es st ode v el opment . 4' MyFut ur eEner gy' pavi l i oni sai medatboos t i ng awar enes sandengagement . I twi l li ns i s tont he i mpor t anc eofi ndi vi dualbehavi ort houghmany i nt er a c t i v ea c t i v i t i es .

-TheEner gyBes tPr a c t i c esAr ea( eBPa )i st henuc l eusi n whi c hs e l e c t e dt e c hnol ogi e s , pr oj e c t sa ndpol i c i e sf r om v ar i ousar easofs us t ai nabl eener gymanagementar e pr e s e nt e dt ot hepubl i c : e ne r gypr oduc t i on, s t or a gea nd us e, t heďŹ ghtagai ns tc l i mat ec hangeandac c es st o el e c t r i c a lener gyi nde v el opi ngc ount r i es .

L a mbor ghi ni Hur a c á nL P6104: ane wdi me ns i oni nl uxur y s upers por t sc a r s Anewer ai sbegi nni ngf orAut omobi l iLambor ghi niand t hel uxur ys upers por t sc a rs e gment : wi t ht hebr a ndne w Hur a c á nL a mbor ghi nii snotonl ypr e s e nt i ngt hes uc c e s s or t ot hei c oni cGa l l a r do, buti sa l s or e de ﬁni ngt hebe nc hma r k f orl uxur ys upers por t sc a r si nt hi ss e gment . Wi t hi t spur ea nduni quede s i gn, a ni nnov a t i v et e c hnol ogy pa c k a ge, out s t a ndi ngdy na mi c sa nde x c el l entqua l i t y , t he Hur a c á nof f er sas upers por t sc a re xper i enc eonawhol e newl e v el . TheHur ac ánc ombi nesabs ol ut eper f or manc e wi t hea s y t odr i v er oa dbeha v i ora ndbot hl uxur i ousa nd s por t or i ent edﬁni s h. Wi t ht heHur ac án, Lambor ghi nii s t a k i ngabi gs t e pi nt ot hef ut ur e , a nde nha nc i ngt hebr a nd' s i l l us t r i oushi s t or ywi t ht hene xta ut omot i v el e gend.

H u r a c á n EXPOMAGAZI NE. COM

Fer r uc c i oL a mbor ghi nibes i desoneofhi sc a r s . TheL a mbor ghi nia ut omobi l iwa sf oundedi n1963.

EXPOMAGAZI NE. COM

GenoaBoa ts how2015 The55t he di t i onoft heboa t i nge v e nt , t a k i ngpl a c ei nGe noa f r om 30Sept embert o5Oc t ober , wi l lbeac el ebr at i onf or t hes ea .

Thebi gges ts howoft heMedi t er r a nea ni smor ea l i v et ha n ev er , i tc omesupwi t hanappeal i ngf or mul a, c apabl eof c apt ur i ngt heent hus i as m ofexper tpr of es s i onal sand amat eur s . Forov erhal fac ent ur yt heGenoaBoatShow ga t her st hebes toft heI t a l i a na ndwor l dwi des hi pbui l di ng, I ti saweekt odr eam, t ogaz e, t oi mmer geat360degr ees c onfir mi nga sama j ore v e ntf ore xhi bi t or st oi nt r oduc et he i r i nt hebr e a t ht a k i nge x pe r i e nc eo ft hes e a : f r om30Se pt e mbe r pr oduc t sa ndpr omot et hei rbr a ndt oa na udi enc et ha tl a s t t eare xc eeded100t hous andv i s i t or sf r om al lar oundt he o5Oc t oberGenoai st heque enoft hes eaa ndofboa t i ng. y l d. Thee v enthaswhati tt ak est obeagr eatmeet i ng TheBoa ts how, i ni t suni ques t r uc t ur eonl a nda sont hes e a , wor a c ef ora l ls eal ov er s . Thec i t yofGenoa , t hegr ea tc i t yof we l c ome s , onene xtt ot heot he r , mor et ha n1000boa t s , 760 pl hes ea , of f er sar a ngeofe v ent st oenj oyt he“ s a l tt a s t e ”of e xhi bi t or sand140e xt er naloper at or sf r om mor et han36 t t heShowa ti t sf ul l . c ount r i es . xda y sof" SeaExper i enc e "t ot r yof f s hor et hel a t es tne ws Nowaday st hes oc i oec onomi c alt i mei nourc ount r yi s Si c ompl e xa ndboa t i ngi sr e gi s t er i ngapos i t i v et r end, t a k i ng orgeti nv ol v edwi t hc hal l engesandev ent st oent er t ai n i s i t or s . abr ea t hofopt i mi s ma mongboa t i ngoper a t or s , a l s oa ta n v Thepubl i coft hes howeager l ys eest hepr es enc eofVOR i nt er na t i ona ll e v el . r e ws . The ydi s c ov erl i v et hel i f eonboa r d, whi l et her a c es Thi st r endi sc onfir medbyt hi sedi t i ondat a, whi c hs har es c s t a sT e a ma ndT e a m SCAa r eagr e a ta t t r a c t i onf orI t a l i a n boa t i ngv i v a c i t ybya c hi e v i ng: adoubl e di gi tgr owt hi nboa t s Ve a i l or s . Theonl yI t a l i a ns a i l orwhopa r t i c i pa t edi nt hel a s t pr e s e nc e , t her e t ur nofbi gboa t i ngna me sa ndt hee nt r a nc e s t i on, Al ber t oBol z an, i sonboar dandi st het es t i moni al ofnew s hi pyar ds , t hegr eatr es pons eoft hepr es sand edi i nt er nat i onalboat i ngoper at or s . Al lt hi st oc onfir mt he oft her a c ea mongt hepubl i c . naddi t i ont oVOR, v i s i t or shav et heoppor t uni t yt omeet s t r a t e gi cr ol eoft heBoa t i ngShowt opr omot eI t a l ya ndi t s I t hec ha mpi onso ft hema i nwa t e rs por t s , whoa r et e s t i moni a l s pr oduc ta r oundt hewor l d. oft hes oc i alc ampai gn#c onqui s t i amoi l s al one. Ther ear e: Maur oPel as c hi er , Si l vi aSi c our i , Fr anc es c oBr uniand F e de r i c oCuc i ucf ors a i l i ng; Umbe r t oP e l i z z a r i a pne a , Ros s a no Ga l t a r os s af orr owi ng, L or e nz oBol e s a na ndKe v i nL a nge r e e f orki t es ur fing, L eonar doFi or avant if ors ur fing, Gi or gi a Gr e gor i of orwa k eboa r di ng, Ant onel l oSa l v if orfis hi ng.

EXPOMAGAZI NE. COM

THENUMBERSOFTHEBOATSHOW 2015 Mor et ha n100, 000v i s i t or swi l lga z ea tt hemor et ha n1, 000 boa t ss pr e a dov e rat ot a la r e aof200, 000s qua r eme t e r s , wi t h as i gni ďŹ c antgr owt hof20% overl as ty earoft heboat s di s pl a y edi nwa t er . Se v er a le xhi bi t or swa nt edt os t r engt hen t hei rpr es enc eatt hes how, c hoos i ngGenoaasac r uc i al l oc a t i ont opr e s e ntt he i rt opr a nge . Thedoubl e di gi tgr owt h, upt o16%, i nc l udi ngt heďŹ el dsofboat sandac c es s or i es , i s notac oi nc i de nc e : t hegr owt hi ne x pos i ngs pa c ei sc onc e r ni ng a l lt hef ourt r a di t i ona lc l a s s es . Thedet a i l si nt hef ol l owi ng pa ges .

Mot orY ac ht smar k st hebes tper f or manc e, asant i c i pat ed byt her e c e ntna ut i c a ll e a s i ngda t a , a ne v e nmor es i gni fic a nt i nc r ea s ec ons i der i ngt hel a s ty ea rmos tdi s t r es s edc l a s sof t hemi ddl es e gment( 12t o18met er s ) . Thi sy ea rt heY a c ht c l as swi l lhav enotonl yani nc r eas ednumberofboat s– a mongot he r st hei nc r e me nti nCr a nc hi a ndP r e s t i ger a nge s– butal s oas i gni fic anti nc r eas ei nboats i z e. Anot herv er y s i gni fic antel ementi st her et ur nt ot heShow ofl ar ge c ompa ni esl i k eAz i mut , Ses s ai nt er na t i ona l , Pur s ui ta ndt he debutofSundeka ndI nv i c t us . Sai l i ng, t hemos thi s t or i car eaoft hes how, wi l lhos tabi g amountofs hi py ar dsand, apar toft heI t al i ansSer i gi , Del Par do, I t al i anYac ht s , Vi s mar a, Adv anc ed, My l i us , al s ot he Fr enc hgr oupr epr es ent edbyJ ea nnea ua ndBenet ea u, wi l l i nc r ea s et henumberofboa t si nt hes how, bys howi nga l s o t her a nget oppr oduc t s . Duf ourwi l ldi s pl a yi t se nt i r er a nge ; Ha ns ewi l li nc r ea s ei t se xpos i t i ona r eaby30%, a ndt hi si s j us tment i oni ngac oupl eoft hem. Thos eboa t sk nowshow t obl e ndc omf or ta nds t y l ea ndne v e rgi v i ngupons por t i ne s s . J us tt oment i ons omeoft henewpr oduc t s : t heFCBdebut wi t ht heBr e nt a80bySc hmi dt( t hesfla gs hi poft hes a i l i ng r a nge) , t her et ur nofCNB( wi t ht heBor dea ux60) , Vi s ma r a , Sol a r i sa ndPa r doShi py a r ds . Sa meha ppe ne dt oi nfla t a bl eboa t sa ndc a t a ma r a ns , ma r k i ng gr eatper f or manc es :t hefir s t sc onfir mst hemaxi mum par t i c i pat i onoft hec l as s , andc at amar ans , t hank sal s ot o t her e t ur nofhi s t or i cbr a ndsl i k eCa t a na , Ba l ia ndNa ut i t e c h, t r i pl edt hei rpr es enc ei nt hel a s tt woedi t i ons .

EXPOMAGAZI NE. COM

BOATSHOW –FACT&FI GURES EXHI BI TORS •760e xhi bi t or s BOATS •Ov er1, 000boa t s •Boa t si nwa t er+20%v s . 2014 BOATLENGTH •I nﬂa t a bl es+4%v s . 2014 •Sa i l boa t s+6%v s . 2014 •Mot orboa t s+22%v s . 2014 •Ca t a ma r a ns+300% i nt woy ea r s TECHNI CALI NFORMATI ON •200, 000s q. m. •100, 000s qua r emet er sofdoc k •100, 000s qua r emet er sont hegr ound VI SI TORS •109, 000( 2014) TRAI NI NG& MEETI NGS •80c onf er enc esa ndme et i ngs •1, 000pr es sma t c hi ng •500B2Ba nddea l er sme et i ng

Connec t i ngMi nds , Cr ea t i ngt heFut ur e Oc t ober20t h2020-Apr i l10t h2021 Ov er25mi l l i one xpe c t edv i s i t or s Expo2020webs i t e ht t p: / / e xpo2020duba i . a e Theof ямБc i a lpor t a lofDuba iGov er nment / / www. duba i . a e/ en ht t p: KEEPUPDATEDONDUBAI2020 EXPOMAGAZI NE. COM

EXPOMAGAZI NE. COM

Dubai ’ sAr abi cname-AlWas l-means‘ t hec onnec t i on’ , andt hi si sr eﬂec t edi nDubai ’ smoder ndaypos i t i onasa c ent r alhubbet weenEas tandWes t . Wi t hanant i c i pat ed 25mi l l i onv i s i t st oourExpo, and70perc entofv i s i t or s pr edi c t edt oc omef r om over s eas , i twi l lbet hemos t gl oba l l yi nc l us i v ee v enti nExpohi s t or y . Expo2020Duba ii sbui l di nguponi t st hemea ndus i ngi t asades i gnpr i nc i pl ef ort heev ent . Thet hemewi l lbe vi s i bl ei nhow weengagewi t hpar t i ci pant s , cr eat e oppor t uni t i esf ort hepubl i candpr i vat es ec t ort owor k t oget her , a ndhowwewi l ls t r i v et oma k ec ol l a bor a t i ona n es s ent i a li ns t r umentt odel i v era ne v entwi t ht hel e v elof qual i t yandi mpac tneededt omar kt hi soutasat r ul y t r a ns f or ma t i v eExpo. T oma k et hi spos s i bl e , Expo2020Duba iwi l le xpl or et hr e e s ubt hemes , whi c hhav ebeeni dent i ﬁedask e ydr i v er sof gl oba lde v el opment . Sus t a i na bi l i t y-l a s t i ngs our c esofener gya ndwa t er Mobi l i t y-s ma r ts y s t emsofl ogi s t i c sa ndt r a ns por t a t i on Oppor t uni t y-ne wpa t hst oe c onomi cde v el opment

Ener gyandwat er , ourt womos tpr ec i ouss our c esofl i f e a ndpr os per i t y , a r ehi ghl yi nt er dependent . L a r gea mount s o fwa t e ra r ene c e s s a r yt opr oduc ee ne r gy , a ndl a r gea mount s ofe ne r gya r ene c e s s a r yt opr oduc ec l e a nwa t e r . Thi si nt e r r e l a t i ons hi pha sbe c omee v e rmor ei mpor t a nta st hewor l d’ s de ma ndf ore ne r gya ndwa t e rs ur ge sa nda sourl i v e l i hoods dependsi nc r ea s i ngl yupont hem. T oda y , ma nuf a c t ur i nga ndpr oduc t i onpr oc es s esa r emor e de pe nde ntone ne r gyt ha ne i t he rc a pi t a lorl a bourr e s our c e s a nda c r os st hewor l d, t he r ei sac l e a ri mba l a nc eofpe opl e s ’ a c c es st oener gya ndwa t er . Ac c or di ngt oUNDPa ndWHO, ov e r3bi l l i onpe opl ea r ede pr i v e dofmode r nf ue l sf orba s i c c ook i nga ndhea t i nga ndonei ns i xpe opl edonotha v i ng hav eac c es st oi mpr ov edwat err es our c es . I nf or mat i on t ec hnol ogyandaut omat i ons y s t emsbas edonr eal t i me da t aa na l y s i sa ndma na ge me ntpr omi s et odr i v es i gni fic a nt s av i ngsandgr eat l yi mpr ov et heef fic i enc yofwat erand e ne r gyus a ge , s i gni fic a nt l yr e duc i ngt hewa s t ee x pe r i e nc e d t oda y . Theemer genc eof“ Sma r tGr i ds ”a l s opr es ent sapot ent i a l r e v o l u t i o nt hr o u g ht hec o nv e r g e nc eo f i nf o r ma t i o nt e c hno l o g y i nbot he xi s t i nga ndne wi nf r a s t r uc t ur e( e. g. s ol a rpa nel s ) t odel i v erel e c t r i c i t y , i nef f e c tc ha ngi ngt hewa yener gyi s bot hpr oduc e da ndc ons ume d, whe r e byc i t i z e nsa ndut i l i t y c ompa ni e sc oul dbe c omet r uepa r t ne r si ne ne r gyge ne r a t i on. Theus eofi nnov a t i v ei nt el l i gents y s t emsa ndt e c hnol ogy i nc i t i e sa ndc ommuni t i e sc a nt r a ns f or me ne r gya ndwa t e r us a ge, gener a t ehugeef fic i enc i esbuta l s os i mul t a ne ous l y s i gni fic a nt l yr educ eenv i r onment a li mpa c t .

‫دب‬ ‫ي‬

Sus t a i na bi l i t y I nt oda y ’ se v e r gr o wi ngwor l d, s i gni ﬁc a nti nno v a t i oni nt he pr oduc t i on, de l i v e r ya ndc ons umpt i onofwa t e ra nde ne r gy i sv i t a lt oo urc o l l e c t i v ef ut ur e .

I mp r o v i nga c c e s st ot he s ep r e c i o usna t ur a lr e s o ur c e st hr o ug h r e s p o ns i bl ec o ns e r v a t i o na nde f f e c t i v ema na g e me nt–a swe l l ase mbr ac i ngac ul t ur eofs us t ai nabi l i t y–ar ei mpor t ant go a l sf o rde v e l o pe da ndde v e l o pi ngna t i o nsa l i k e .

For gi ngnew par t ner s hi pst oc r eat el as t i ngs our c esof ener gyandwat erc anaddr es smanyoft hes ei s s uesand t hi ss ubt hemehi ghl i ght st hec r uc i alr ol et hats uc h pa r t ne r s hi pswi l li mpr ov ea c c e s st oe ne r gya ndwa t e ra nd pl anni ngf orr es our c es c ar c i t yt hr oughc ons er v at i onand ef f e c t i v ema na gementofne wa nde xi s t i ngr es our c es . Ex po2020Duba i wi l l beamonume ntt ot heGr e e nEc onomy , al a ndma r ki ns us t a i na bl ede v e l opme nt , a ndwi l lc ont r i but e t ot heBI El e ga c ya soneoft hemos ts us t a i na bl eExposi n hi s t or y .

Ast hewor l dâ&#x20AC;&#x2122; sma r k e t sc ont i nuet ogr owa ndi nt e r a c t , ne w s o ur c e so fi nno v a t i o na r er e q ui r e dt oc r e a t emo r ei nt e gr a t e d s o l ut i o ns . Thehi s t or yofl ogi s t i c sa ndt r a ns por t a t i oni sa sol da st he hi s t or yofhumans oc i aldev el opmenti t s el f . I tf or msan i nv i s i bl emi ddl et ha tc ha nges , s hi f t sa nde xpa ndsa sne w

Mobi l i t y Ef ďŹ c i e ntl o gi s t i c sa ndt r a ns po r t a t i o ns y s t e msa r et hel i f e l i ne t ha tc o nne c t spe o pl e , go o dsa nds e r v i c e sa r o undt hewo r l d. The ya f f e c to urc i t i e s , ho wwet r a v e l , ho wgo o dsa r es hi ppe d a ndho we f f e c t i v e l yhuma ni t a r i a na i dc a nbede l i v e r e d.

100

EXPOMAGAZI NE. COM

r e l a t i ons hi ps , r out e sa ndpl a t f or msf a c i l i t a t et hemov e me nt o fpe opl ea ndgoods . Ane f fic i e ntl ogi s t i c sa ndt r a ns por t a t i on s y s t em i sav i t a le c onomi cga t e wa yt ha tc onne c t spe opl e, goodsa nds e r v i c e sa r oundt hewor l d, whi l ea l s opr ov i di ng al i f e l i nef orhuma ni t a r i a na i d. I tde l i v e r spr os pe r i t y , e na bl i ng t hec r ea t i onofne wj obs , t heeduc a t i onofpe opl ea ndt he e x c ha ngeofc ul t ur es . Fr om t hedes i gnoff ut ur ec i t i est ot hedev el opmentof nat i onalandr egi onali nf r as t r uc t ur ef ort r av elandt r ade, ne wpol i c i e s , r e s e a r c ha ndi nnov a t i one f f or t sa r eunde r wa y i nt hi sdoma i na c r os st hegl obe. The ywi l lma poutne wwa y si nwhi c ht r a ns por t a t i onwi l l s hapeours oc i et i es , ec onomi esandenvi r onmentand i nfluenc ef ut ur er e qui r ement sf orener gy . Thei mpa c twi l l bef a r r ea c hi ng;by2050i ti se xpe c t edt ha ta i rt r a ns por t a l onewi l la c c ountf or16bi l l i onpa s s enger s( e qua lt ot he ent i r ec ur r entpopul at i onoft hewor l d–fly i ngr et ur n! ) a nd400mi l l i ont onne so ff r e i ght( e qui v a l e ntt ot r a ns por t i ng t woBur jKha l i f a sor108Ei f f elT ower se v er yda y ) .

Thei nv ent i onoft hes t andar di s eds hi ppi ngc ont ai ner t r a ns f or medt hee c onomi c soft r a ns por t , r educ i ngf r ei ght unl oa di ngc os t sby90perc ent . Phy s i c a lmobi l i t yha sa l wa y spr ov i dedne woppor t uni t i es t odev el opandenr i c hpeopl el i v esandt hi ss ubt heme ul t i ma t e l ya i mst ohi ghl i ghtpa r t ne r s hi pst ha twi l le nha nc e t hephy s i c a lflowofpe opl ea ndgoodst hr oughs ma r t , s a f e a ndr obus ts y s t emsf orl ogi s t i c sa ndt r a ns por t a t i oni nt he f ut ur e. TheUAEi sal r eadyas i gni fic antt r ade, c ommer c i aland s er vi c ehubbet weenEas tandWes tandatExpo2020 Dubaiweai mt os howc as ehow ourf oc usonef fic i ent l ogi s t i c sandt r ans por t at i ons y s t emswi l lhel pusc r eat e t her el a t i ons hi pst ha twi l ldefinea nds uppor tourf ut ur e. Oppor t uni t y Ther ei sagr owi ngneedf ornew,uni v er s almodel sf or s us t a i na bl ee c o no mi cde v e l o pme nta ndfina nc i a ls t a bi l i t y . Thi sne e di smo r epr o no unc e di nt hea f t e r ma t ho ft heg l o ba l fina nc i a lc r i s i sa nda smo r ee me r g i ngna t i o nsj o i nt heg l o ba l e c o no my . Ex po2020Duba is e e k st oha r ne s sne wmode l sf ort heflo w o f fina nc i a la ndi nt e l l e c t u a lc a p i t a lt of o s t e re nt r e p r e ne u r s hi p a ndi nno v a t i o n. I nt hene xtde c a de, a sweemer gef r om oneoft hegr a v es t gl oba lfina nc i a la nde c onomi cc r i s e si nge ne r a t i ons , pol i c y ma k e r s , bus i ne s sl e a de r sa ndot he r swi l ls e e kne wme t hods , me a nsa ndf r a me wor k st obr i nga bouts us t a i na bl ee c onomi c de v el opmenta ndfina nc i a ls t a bi l i t y . Att hes a met i me, ne wc ount r i eswi l lbes t r ea ml i nedi nt o t hegl oba le c onomy , r e qui r i ngt hewor l dt or ea s s es show i tgr owsr es pons i bl yi nt hef ac eofhugeenv i r onment al a ndde mogr a phi cc ha nge s . Thec r e a t i ono fne woppor t uni t i e s f ore c onomi cde v e l opme ntwi l li nc r e a s i ngl yr e qui r ec r os s s ect orpar t ner s hi pst ocr eat eenvi r onment swher e ent r epr eneur s hi pc ant hr i v eandwher eal lc i t i z ensar e a bl et opur s ueoppor t uni t i e st ha ts a f e gua r dt he i rl i v e l i hoods , gui dedbypol i c i est ha ta r et r a ns pa r ent , ef fic i enta ndf a i r . Thec or eai m ofExpo2020Dubaii st obr i ngagl obal audi enc et oget hert of os t eri nnov at i onandpar t ner s hi p: t oc onne c tmi ndsa ndc r ea t et hef ut ur e. Thepot e nt i a lt hi swi l lbr i ngt ot heUAEa ndMENASAr e gi on i st r emendousa ndl a t entwi t hoppor t uni t y . Du b a i , a sac i t y , t hr i v e so ns u c hc o l l a b o r a t i o nsa ndp a r t ne r s hi p s . I thasbeenani nt egr alpar tofi t shi s t or yandExpo2020 Dubaiwi l lbeas i gni fic antmi l es t onei nf or mi ngnew pa r t ner s hi pst ha twi l lbui l dont hef ut ur e.

101

TheUAE

AGl oba lHub

Fort woandahal fmi l l enni a, t heGul fc oas thasbeena c r os s r oadsoft hewor l d. Fr om t hePer s i anRoy alRoadt o t heHa nDy na s t y ’ sSi l kRoa d, f r om t het r a di ngpos t soft he 19t hc e nt ur yt ot hehy pe r mode r ni t yoft oda y ’ sUAE, pe opl e hav eal way sc onv er gedher e. Theyc omenotonl yt odo bus i ne s s , buta l s ot os ha r ei de a s , e x pe r i e nc ea ndi ns pi r a t i on.

TheMi ddl eEa s t ’ st opt r a di nge c onomy–i tr e c or de dat r a de s ur pl usofUS$128m i n2012–t heUAEi sady na mi chub f orgl oba lc ommer c e, wi t hunma t c hedi nf r a s t r uc t ur et ha t pr ov i dess ea ml es sc onne c t i v i t yf orbus i nes s eswor l dwi de.

Dubaihaspl ay edac ent r alr ol ei nt hi sdevel opment under l i ni ngi t sc r edent i al st ohos tane v entl i k eExpoat t heﬁgur a t i v ea ndl i t er a lc r os s r oa dsoft hewor l d. I ti ss t r anget oi magi net hat20y ear sago, Shei k hZay ed Roa d, Duba i ’ sma i nt hor oughf a r e, wa smos t l ys a nd. Nowi t i soneoft hewor l d’ smos tmode r nur ba nl a nds c a pe s , l i nk e d bymul t i l anehi ghway sandat ec hnol ogi c al l yadv anc ed Met r os y s t em. I ndeed, i nf ourdec ades , t hec ount r y ’ ss of t andhar di nf r as t r uc t ur ehasde v el opedt os uc hane xt ent t ha tt heUAEt o d a ymi g htbeo neo ft hemo s thy pe r c o nne c t e d pl ac esont hepl anet , wher emor et han200di f f er ent na t i ona l i t i esmi ngl eda i l y .

Duba iI nt e r na t i ona lAi r por ts t a ndsa l ongs i dePa r i s , L ondon a ndHongKonga sa mongt hewor l d’ sbus i es ti nt er msof i nt er na t i ona lpa s s enger s . L a s ty ea rmor et ha n66mi l l i on pe opl epa s s edt hr oughi t st er mi na l s , a ndi ti spr oj e c t edt o hav et hehi ghes tf oot f al lofanyi nt er nat i onalai r por tby 2015. Duba i ’ sﬂa gc a r r i er , Emi r a t esAi r l i ne, i sa l s oont r a c k t obe c omet hebi gge s ti nt hewor l d, whi l eDuba i r a nk ss i x t h gl oba l l ymea s ur edbya i rc a r got r a f ﬁc . Theemi r at e’ ss hi ppi ngpor t sar eal s oamongt hewor l d’ s t op10bus i e s t , wi t hJ e be l Al i r a nk e da st hel a r ge s tc ont a i ne r por tout s i deofAs i a. I fy ouaddedal lt hec ar gounl oaded i nL osAngel esa ndL ongBea c h–t woofAmer i c a ’ sbi gges t por t s–i twoul dber oughl ye qui v a l entt ot ha tofDuba i .

TheUAEa l s ode v e l ope ds t r onghos pi t a l i t ya ndr e t a i ls e c t or s , c a pa bl eofha ndi ngt hes c a l eoft hor oughf a r et ha ta ne v e nt l i k eExpowi l lbr i ng.

Gl oba lT r a de TheUAEenj oy sas t r a t e gi cl oc a t i onont hene wSout her n Si l kRoa dbe t we e nAs i a , Eur opea ndAf r i c a , as i t ua t i ont ha t pr ov i desopt i mum t r a di ngc ondi t i onsa ndmea nst heUAE i spoi s edt ot ak eadv ant ageofec onomi cac t i v i t yamong t hewor l d’ sf a s t es tgr owi nga ndde v el opi nge c onomi esa s par toft he‘ Sout hSout h’ t r adet r aj ec t or y . Thous andsof Chi nes ebus i nes s esus eDubaiasahubf orAf r i c a. I ndi an t r a de r sus et hee mi r a t et oa c c e s st hewor l d. L a t i nAme r i c a n ‘ mul t i l a t i na s ’ s e eDuba ia sal a unc hpa di nt oSout hAs i a . And, ofc our s e , We s t e r nmul t i na t i ona l sus eDuba ia sahub f ort heMi ddl eEa s t . Duba i i sbot hauni quet r a ns c ont i ne nt a l t r adehubandanexusf ori nnovat i oni nt heﬁel dsof t e c hnol ogy , c ul t ur ea ndt hewi derk nowl edgee c onomy .

Thepas s i onf orbr i ngi ngpeopl et oget herhasbeent he dr i v i ngf or c ebehi ndt heUAE’ sdes i r et obr i ngt heWor l d Expot oDuba i , t heUAEa ndi nde e dt hee nt i r eMi ddl eEa s t , Nor t hAf r i c aa ndSout hAs i ar e gi onf ort heﬁr s tt i me.

Knowl edgeEc onomy TheUAEc ont i nuest odevel opi nar easr angi ngf r om env i r onment a lengi ne er i ngt os of t wa r ede v el opment , a nd f r om ﬁl m pr oduc t i ont obi ot ec hnol ogy . Fore xampl e, t he

Bus i ne s sa ndgov e r na nc es t r uc t ur e sa l l owt heUAEt opl a y a ndi nc r ea s i ngl ypi v ot a lr ol ei nt hegl oba le c onomy . I ti sa na t i o nt ha tc o nt i nu e st ob l o s s o m, a t t r a c t i ngf o r e i g ni nv e s t me nt a ndc r ea t i ngj obs . TheUAE’ spos i t i ona sac ent r a lhubf or t r a d ea ndt o u r i s mc o nt i nu e st ob r i ngp e o p l et oDu b a i , a l l o wi ng t of o r g ene wp a r t ne r s hi p sa ndi mp r o v eo nt hes t r o ngt r a ns p o r t l i nk st ha tweha v ede v e l ope d. Theope ni ngofne wt e r mi na l s a tbot hJ ebelAl iPor ta ndDuba iWor l dCent r a lwi l lf ur t her s t r engt hent hi snet wor k .

102

EXPOMAGAZI NE. COM

Ma s da rI ns t i t ut eofSc i enc ea ndT e c hnol ogyi sar es ea r c h uni v e r s i t yf oc us e dona l t e r na t i v ee ne r gya nds us t a i na bi l i t y . Si t uat edi ns i det hez er oc ar bon, z er owas t eMas darCi t y p r o j e c ti nAb uDh a b i , p r o g r a mme sa r ec a r r i e do u ti nc o o p e r a t i o n wi t ht heMa s s a c hus et t sI ns t i t ut eofT e c hnol ogy–j us tone e x a mp l eo f i n t e r n a t i o n a l p a r t n e r s h i p st h a t s u p p o r t d e v e l o p me n t oft heUAE’ sk nowl edgee c onomy . Suc hi ni t i a t i v esa r eal e ga c yoft heUAEf oundi ngf a t her s ’ r ec ogni t i onoft hei mpor t anc eofi nv es t i ngi neduc at i on andf ac i l i t at i ngent r epr eneur s hi p. For t yy ear sagot her e we r ef e ws c hool sa ndnouni v e r s i t i e s ;nowt he r ea r emor e t ha n1, 200s c hool sa ndov er70uni v er s i t i es . Thec ount r y ha st hehi ghe s tpe r c e nt a geo ff e ma l ehi ghs c hoolgr a dua t e s whoenr oli nuni v er s i t ya ny wher ei nt hewor l d. Ar ta ndCul t ur e TheUAE’ sa r t sa ndc ul t ur es c enei sdr i v enf r om t het op– t hr oughgov er nmenti nv es t menti nnewmus eumsand c ul t ur a l di s t r i c t s–a ndf r omt hegr a s s r oot s , l e db yt r a i l bl a z e r s whoha v eope ne ddo z e nso fi nde pe nde ntga l l e r i e si nr e c e nt y ea r s . I nAbuDha bi , t he27 s qua r e k i l ome t r eSa a di y a tI s l a ndwi l l behomet ot heZa y e dNa t i ona lMus e um, Gugge nhe i mAbu Dhabi , L ouvr eAbuDhabi , aper f or mi ngar t sc ent r eand ma r i t i memus eum. Duba i , me a nwhi l e , i se me r gi nga sa ni mpor t a ntde s t i na t i on f ora r t i s t i ci ns t i t ut i ons , dea l er sa ndc ol l e c t or s , a l ll ook i ng f ora r twi t haf r es h–a nddi s t i nc t l ygl oba l –t wi s t . Cont e mpor a r ya r ts howAr tDuba ii snowak e yda t eont he i nt e r na t i ona la r twor l dc a l e nda r , a c t i nga saga t e wa yt ot he MENASAr e gi on’ sv i br a ntc ul t ur a ls c e ne . Wor k sc a na l s obe s e eni nDuba i ’ sAlQuozdi s t r i c t . Homet oar a f tofs t udi os andgal l er i es , t hi sf or meri ndus t r i alquar t eri sbei ng t r ans f or medi nt oane xc i t i ngnewhubf orc ont empor ar y a r t . Agai ns tt hi sbac kdr opt hemaj ori nt er nat i onalauc t i on hous esa r enowba s i ngt hems el v esi nUAE, wi t ht hel i k es ofChr i s t i e ’ sDuba ibr ea k i nga uc t i onwor l dr ec or dsi nt he emi r a t e. Thel i s tofUAEc ul t ur a le v ent sa ndi ni t i a t i v esi sl onga nd gr owi ng, t a k i ngi nt heSha r j a hBi e nni a l , t heEmi r a t e sAi r l i ne F e s t i v a lofL i t e r a t ur e , t heAbuDha bi F e s t i v a la ndt heDuba i a ndAbuDha biFi l m Fes t i v a l s .

103

Her i t a ge UAEhi s t or ydat esbac kt o5, 500BC, wi t ht hefir s tk nown ha bi t a t i onoft hea r ea . Ar c ha e ol ogi c a le v i denc es ugges t s t hos eear l i es ti nhabi t ant sengagedi nt r adewi t ht hei r nei ghbour s–at r ai tt hatr emai nsvi t alt ot hec ount r y ’ s i dent i t yt oda y . Ac ent r ef ort hepear l i ngi ndus t r yi nt he19t hand20t h c e nt ur i e s( Duba i wa sfir s ts e t t l e da safis hi ngv i l l a gea r ound 1833)t hemoder nUAEc amei nt obei ngi n1971. Then t hi ss ma l lc ount r yma r k edi t sf oundi nga saf eder a t i onof e mi r a t e s , uni t e dunde rt hel e a de r s hi poff oundi ngPr e s i de nt Hi sHi ghnes st hel a t eShei k hZa y edbi nSul t a nAlNa hy a n. L edbyHi sHi ghnes st hel a t eShei k hRa s hi dbi nSa eedAl Ma k t oum, t heRul erofDuba if r om 195890, t ha tc i t ywa s t r a ns f or medi nt oac ommer c i a lmet r opol i s .

104

T oda y , undert hel ea der s hi pofDuba i ’ sRul er , Hi sHi ghnes s She i k hMoha mme dbi nRa s hi dAlMa k t oum, t hi sme t r opol i s oft womi l l i oni nhabi t ant ss er v esamar k etofmor et han t wobi l l i onpeopl e–l eadi ngt hede v el opmentofanew Si l kRoa dt ha tc onnec t sr a pi dl ygr owi ngec onomi ess uc h asI ndi a, Chi na, Br az i landt heAf r i c anc ont i nent . Saf e, i nc l us i v ea ndc os mopol i t a n, Duba i i snowoneoft hewor l d’ s t op10ur ba nt our i s tdes t i na t i ons , a t t r a c t i ngmor et ha n11 mi l l i onv i s i t or sl a s ty ea ra l one. T oday ’ sUAEi sl edbyt hePr es i dent , Hi sHi ghnes sShei k h Kha l i f abi nZa y e dAlNa hy a n, wor k i ngi nc l os ec ons ul t a t i on wi t hHi sHi ghnes sShei khMohammedbi nRas hi dAl Makt oum, UAEVi c ePr es i dentandPr i meMi ni s t er , and Rul erofDuba i .

EXPOMAGAZI NE. COM

105

C o n n e c t y o u r b u s i n e s s . N o w .

EXPOMAGAZI NE. COM