The aims, according to the Information Office of Shanghai Municipality, are to "amplify a new modern vision of Shanghai, boost its cultural influence, and communicate its true emotional identity".
The campaign assets to achieve those aims, developed by RTG Consulting, are a little more palpable: a slogan “Shanghai. Let’s Meet!”, a pop-up pavilion at the Sino-Italian Centre of the expo, as well as various installations and exhibitions alongside the pavillion all shaped to showcase Shanghai’s heritage as a place of cultural convergence.
Zhu Yonglei, director general of the Shanghai Information Office, said “Shanghai has always been open to the world. Our city has such a rich history of intersecting cultures and perspectives, which still remains true today. We believe that amazing things happen when these perspectives and cultures meet and that’s what we want to champion through this new global campaign.”
The first phase of the campaign has been running from 9 June, and will carry on for the next five years. It will focus on four initial themes: architecture, cuisine, design and fashion. Through a partnership with Milano Municipality, the campaign is being bolstered throughout Milan through outdoor and radio ads.
The Shanghai pavilion will host designs contributed by Alan Chan and Yann Debelle de Montby, who were selected based on their strong ties to Shanghai. Chan curated the pavilion's façade and public showroom, while Debelle de Montby designed the living room space. An assortment of Chinese antiques and curiosities visually transports viewers from Milan to the city of Shanghai.
Alongside the pavilion, a Rotunda installation has been erected to showcase an ultra high-definition 360-degree panoramic view of Shanghai. The aerial images, which were taken from inside a helicopter, provided a realistic glimpse of Shanghai’s burgeoning skyline.
Officiation of sister-cities
A special signing ceremony between the Jing’an District Shanghai and Zone One Milano will be binding the two as official sister zones. This is meant to facilitate future cooperation between Italian and Chinese enterprises in the fields of creativity and design.