In Focus

Points of View: Nation Branding at World Expos

Bureau International des Expositions

For participating countries, World Expos are major platforms for national branding, offering a unique opportunity to showcase themselves to a large public audience. With almost two years until the next World Expo in Dubai, the BIE interviews Ambassador Nicolas Bideau, Head of Presence Switzerland, Dietmar Schmitz, Commissioner General for Germany at Expo 2020 Dubai, and Dr. Jian (Jay) Wang, director of the USC Center on Public Diplomacy, to gain three different insights into nation branding at World Expos.

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Seattle’s iconic Space Needle – built as the centrepiece of World Expo 1962 – recently unveiled a dramatic $100 million “spacelift”, notably featuring a revamped observation deck and the ...
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Belgium celebrates this year the 60th anniversary of World Expo 1958 in Brussels. On this occasion, the BIE interviewed Henri Simons, Director of the Atomium and ADAM – Brussels Design Museum, who ...
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Adrian Smith + Gordon Gill Architecture (AS+GG) designed the Expo 2017 Master Plan and associated 33 buildings considering the designated theme, “Future Energy,” a concept that is aimed at ...
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Formal planning for pre-Expo construction and post-Expo use of the site in Lisbon is notable for its close attention to long-term use of the site. The layout of the Expo site for Lisbon related in ...
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Expo 1998 Lisbon distinguishes itself from previous Expos by careful attention to detail at the site. Exhibits that illustrated the concept of sustainability and emphasised the need to preserve the ...
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Celebrating the 500th anniversary of Vasco da Gama’s voyage to India, Expo 1998 was a transformational event for Lisbon, gathering over 10 million visitors under the theme “Oceans – A Heritage ...
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