Belgian – EU Pavilion : The "Brain Cell"

The main challenge related to the conception of the Belgian-European pavilion was to develop a design and a concept that would reflect Europe’s identity while at the same time give a clear image of Belgium. Another challenge was to fully understand the context of the Expo 2010 and its true meaning for China, in order to fully grasp Chinese Culture, Shanghai complexity and specificities. As a result, the concept of the pavilion was fed with Chinese input, so that the pavilion can be fully appreciated and understood by Chinese, despite the overload of information to be found in Shanghai during the World Expo. In this context, the image of the "Brain Cell" became rapidly an obvious choice as it evokes the artistic richness of Belgium, as well as all its scientific achievements that have been integrated in daily lifestyles. The "Brain Cell" also refers directly to the role of Belgium as one Europe’s main cross-points and gathering centres. Indeed, centrality has always been a fundamental aspect of Belgium’s identity where the 3 great cultural traditions have met - the Latin on the south side, the Germanic on the east side, and the Anglo-Saxon on the north side.

Echoing the brain cell design and concept, the general theme of the EU permanent exhibition will be “Intelligent Europe”. The European continent has been cemented together in a very intelligent way resulting in deep integration and solidarity, reflected in a body of common rules and standards as well as thousands of joint projects. For the wellbeing of its 500 million citizens, the EU is constantly creating connections and policies across the boundaries of its 27 member countries.  The permanent multimedia exhibition in the EU Pavilion will thus present key achievements of the EU such as environmental preservation, clean resources and energy-saving models, mobility between and inside cities, consumer protection and public health, education models and exchange programmes, sports, information and communication technologies, rural/urban interaction or regional solidarity, without forgetting the EU's role in the world as a major donor and diplomatic power. The EU will also fully participate in the Expo online project for the billions of virtual visitors that will not be able to come in person to the Expo. 

Located in Zone C between the pavilions of Spain, Denmark and Poland, the Belgian EU pavilion is composed of a structure which is easy to build, to disassemble and to recycle. To adapt the building to Shanghai’s warm and moist climate, the exterior is built up of three mainly closed façades, composed of stretched metal plates. The pavilion does not only accommodate the exposition halls of Europe, Belgium and its communities and regions, but also offers convivial meeting places including a restaurant, a bar and a VIP-centre. Those will be used for holding thematic events that aim to deepen the EU - China dialogue on the relevant policies under the theme of the Expo: "better city, better life".  On a lighter note, visitors will meet the "Smurfs", very popular cartoon characters in China since the 1980's, and they will be able to taste chocolate made in front of them within a small chocolate factory. Street artists will also be performing in a large-scale event.

Guided tour of EU spaces /// First, visitors will enter through an "Introductory Tunnel" in the form of a blue vein where they will be presented, through animation, images and sound, with a history of the EU and its key tenets such as “peace and reconciliation", “solidarity”, “respect for diversity”, “rule of law”, “economic and social progress” as well as a brief presentation on EU-China partnership. From here they will arrive at the "Exchanges" space, where again using various media, including animation, exhibits, light and sound, visitors will be presented with an amazing panorama of the many exchanges and achievements between Europeans and the rest of the world, from economic exchanges, including the euro and monetary union, to human exchanges, including the Schengen visa and the Erasmus study programme. The next space entitled "Green Attitude" will be devoted to the EU’s environmental policy and its achievements and ambitions in offering all citizens a "better city, better life". It will be split into three sections called "Stop" reflecting what has already been achieved in the battle against climate change, "Change" what remains to be done and "Invent", using intelligent and environmentally-friendly technology and solutions to tackle climate change around the world. The grand finale of this European experience will be what we call the "Europe Feels Cyclone", a cylindrical-shaped array of screens dazzling the visitor with colorful sights and vibrant sounds of exciting European life. The idea is to give the visitor the emotional sensation of what it is like to be a citizen of a richly diverse union of 27 member countries.

www.2010shanghai.eu will try to keep you up to date with the EU/Belgium pavilion (and the other EU country pavilions and UBPA) which should emphasize on the diversity, yet unity and strength of Europe symbolized by, but not limited to, the Brain Cell concept.