Peruvian Pavilion

8/3/2019 Peruvian Pavilion

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peruvian

pavilion- concept & visual design -


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contents

source: wikipedia

1. the context2. pavilion concept3. space design


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source: wikipedia


contents


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descriptionwhat is an expo?

a universal exposition,where almost every countryshows its most unique attributes

recent expos:2010 shanghai-china / 73m visitors2005 aichi-japan / 22m visitors2000 hannover-germany / 25m visitors1992 sevilla-spain / 42m visitors1970 osaka-japan / 64m visitors

source: wikipedia


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audienceto whom it impacts?

europeans, tourists visitingeurope, and most importantlyall people around the worldexposed to the expo media

coverage

source: en.expo2010.cn


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timingwhen does next expo take place?

starts may 2015,finishes october 2015in milano, italy

6 months longwarm weather - during european summeronly occurs once each 5 years


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purposewhy do countries care about expos?

because its an unrivaledopportunity fornation-brand building

huge exposure to massive crowdsspreading cultural uniqueness & economical strengthspromoting investments, exports & tourism


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backgroundperu in the latest expo


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background

weak concept & lack of ideaspoor implementationabsence of ownershiprented pavilion, 1000 m2

$1,8m, no private sponsoring

you should never judge a

pavilion by its cover, but when

it looks like this we cant help it

- CNN

source: elcomercio.pe

peru in the latest expo


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other countries in the latest expo

background


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simple yet strong conceptconsistent storytellingtechnology & well-trained staffrented pavilion, 2000 m2

$35m, inc. private sponsoring

the parenthesis form of the

exterior refers to an open arm...

brazil welcomes all types ofpeople and cultures

- archdaily

source: learn-culture.com

backgroundother countries in the latest expo


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background

chile



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background

articulated overall conceptimpeccable architecture: materials & executionconceptualized well in advanceowned pavilion, 2500 m2


the smartest latam pavilion,

covered with wood and cooper,

offering emblematic exports

- el comercio

source: emol.com



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background

spanish basket



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background

arguably the best conceived pavilion in shanghai

very memorable as a wholeconceptualized by 3 awarded spanish filmmakershighly persuasive external architecturedeveloped by an autonomous governmental organismowned pavilion, 7000 m2


one of the longest lines among

all expo pavilions, usually taking

three to four hours to get in

- shanghaidaily

source: expo-int.com



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backgroundother countries in the latest expo

china

poland denmark

uk


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source: wikipedia


contents


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what is peru

uniqueness?that one thing that only peruvians

but nobody else can claim


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to be one of thosefew truly ancient

civilizations of the world


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due to its ancientness,peru ranks among

top 10 country brands

source: futurebrand


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old --- newbridge

peru peru


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the new peru

source: apoyo consultoria

growing way faster than the rest of the world


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rebirth ofa culture

perus motto for expo milano


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three

concepts- peru is multifaceted -


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rebirth of

aesthetics


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rebirthof skills


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rebirthof tastes


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source: wikipedia


contents


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eeking for consistency with perus new brand identity...


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the design is inspired in m ray


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stone circular terraceslocated in the cusco areaunknown among peruvianalso works as amphitheat

colossalconcentric

circles thatincas usedfor agro

optimization


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eruvian totora present in the exterior and the 3 stories

prevalentmaterial


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rebirth ofaesthetics

rebirth oftastes

rebirth ofskills

pavilion layout


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pavilion exterior

rebirth ofaesthetics

rebirth oftastes

rebirth of

skills


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pavilion features

2 towers, 1 amphitheater, 1 tasting centeraverage 20-minute visit

owned pavilion, 2500 m2

(50x50)$20m investment (inc. private funding)organized well in advance by a clearly-defined teampersuasive exterior, consistent storytelling, articulated con


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the journey

mandatoryfree


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rebirth of aesthetics


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old + new + living cultureold: ancientparacas textilesnew: trendy woolensliving: attractive local model& weavers on action

visuals: chaccuvideo (2 blocsound:jp magnet serenata

a journeyfrom antique

textiles toavant-gardealpaca design


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rebirth of skills


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old + experience + newold: ancient caballitos samplesexperience: wave-ridingnew: modern champions boardsvisuals: animated film oftotorariding, short film of peruvianworld champions, and 360 videoprojected on imax oval screen

sound: incidental wave-breakingextra sensation: salt water vapor

a surf-tripfrom pioneer

wave ridersto currentworld masters


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caballito de totora


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rebirth of tastes

i


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tasting center

tasting center


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hernan carranzamarketing director at casa andina (2004-2009)marketing manager at inkaterra (2003-2004)advisor at lima tours (2009-2010)professor at universidad del pacifico (2006-2008)has explored and photographed all 24 departments in peruspecialization courses at maastricht, kellogg & cornell

currently making a master degree on interactive thinking at

camilo valdiviaassociated architect at adolfo chavez arquitectos (2007-2010senior architect at augusto ortiz de zevallos (2005-2007)

development architect at miguel cruchaga arquitectos (2003-architect at cooper graa nicollini arquitectos (1999-2000)professor at universidad nacional de ingenieria (2004-2006)has traveled extensively throughout latam, europe & asiamaster degree on sustainable architecture at universidadpolitecnica de catalua

prepared & designed by:


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Documents

Peruvian Pavilion