Ισραήλ: Μια άγονη γη με πολλές δυνατότητες που μετατράπηκε σε γόνιμο έδαφος. Η αφοσίωση αυτή τα τελευταία 70 χρόνια μετέτρεψε το Ισραήλ σε πρωτοπόρο χώρα στην καινοτομία και τις επιστήμες. Στην Expo Milan 2015 το Ισραήλ μοιράζεται αυτή τη γνώση.
Architecture
The pavilion is divided into four areas. Its key feature, designed by architect David Knafo, is the "vertical garden": a wall, 70 meters long and 12 meters high, fully decorated with living plants, whose flowers and colors will change with the passing of the seasons. It a spectacle of strong visual impact that allows the Country to free itself from the image of an arid land.
The reference to vegetation symbolizes the Country's leading position in the agri-food sector and in the fight against desertification. Over the years, great strides have been made through the use of innovative and technologically advanced solutions, the optimization of water resources and the land fill.
The Pavilion is built to offer visitors an immersive experience divided into two phases. The first space, using 3D movies and multi-directional effects, illustrates the history of agriculture in Israel from its beginnings to the present day. One of the films recounts the program of reforestation of Israel led by the Keren Kayemeth LeIsrael-Jewish National Fund (KKL-JNF). In the second space, a tapestry of bright LEDs dance in every direction.
With its open kitchen and traditional background music inside a brightly colored restaurant, Israel makes clear its desire to impress visitors with the fruits of the earth, tradition and inventiveness.
Exhibits and active content
The exhibition experience at the Israeli pavilion was planned to take the visitor’s enjoyment into consideration.
Due to the visitor’s physical and emotional overload at the EXPO exhibitions, we created a visitor’s track which is simple to pass through, but which offers a high-quality experience. The Israeli pavilion will include two primary experiences with two consecutive stages, with the visitors passing from one space to the next.
The first space presents Israeli agriculture, from its beginnings until the present day, employing an enveloping, multi-sensory experience. One side screens a 3D movie, and the second surrounds a person with effects from all directions.
The second space contains a tapestry of LEDs, creating sculptures of the best of Israeli agricultural technology, twisting in every direction within the hall, over and under the visitors’ heads, forming a spectacular dance of lines of light which are slowly revealed to the visitors, and surround them on all sides.
The waiting area for the visitors wanting to enter the pavilion is also an integral part of the experience, with the pavilion attendants, together with technological aids, interacting with the visitors, and offering them tastes of the experiences which they are about to watch.
At the end of the visit, the visitors can leave to the amphitheater where they will be able to rest, or stroll around the pavilion’s open garden where information points and demonstrations of the Israeli developments and technologies will await them.
An inseparable part of the visitors’ experience will be the Israeli pavilion’s souvenir store and restaurant.
Commercial activities and food service
The pavilion restaurant will offer dishes from the typical Israeli kitchen, characterized by fresh ingredients from the best of Israeli-grown agricultural produce.
The restaurant’s special ambience will be created by the containers and baskets containing the ingredients surrounding the diners on all sides. Resting on the shelves, and between the tables.
The kitchen will be fully visible to those eating, who will be able to watch the chefs preparing the fresh food before their eyes (subject to the regulatory limitations by the organizers).
The restaurant will be characterized by bright colors and lighting and Israeli or Jewish music encompassing the diners.
The souvenir store will offer tastes and samples which will remind the visitors of what they just experienced in the pavilion, as well as typical souvenirs and pictures from Israel and the Holy Land.
The souvenir store will be situated next to the restaurant, and the visitors will be able to naturally pass through it.
ISRAEL PAVILION
Fields of Tomorrow
Description in 2.000 types
Israel Pavilion welcome visitors into an immersive visual experience. Guests are invited to discover some of the ultimate cutting-edge technologies, the sustainable approach of the country that has become a start-up nation and the lives of Israeli people who managed to make the desert bloom.
Designed by architect David Knafo, realized by Avant Video Systems and built with 100% recycled materials, the pavilion rises right next to PadiglioneItalia. A vertical green field mostly cropped with wheat, corn and rice introduces Vertical Cropping: a revolutionary technology that allows to spare land and water resources.
In the entrance room actors and performers interact with the public. The first part of the exhibition narrate the story and the lives of three generations of farmers. Another section is focused on the KKL-JNF’s Forest. Keren Kayemeth LeIsrael-Jewish National Fund is reforesting Israel landscape with a diverse range of trees and plants giving a new chance to endangered ecosystems. Visitor are then guided into a multimedia dark room that unveils cutting edge stories ranging from biotechnology to 3.0 agriculture but also irrigation and cow-milking high-tech projects developed in Africa and Asia.
A gourmet restaurant offers fresh and healthy pitstops to eat in or to take-away. The menu includes hummus, falafel, salads and traditional recipes that best represent Israeli cuisine. The upper floor of the building hosts a panoramic terrace and an event area for conferences, exhibitions and parties. A green space with trees, benches and a cobbled path runs back along the vertical field.
General Commisioner Elazar Cohen says “Israel is a young country with a tradition of three thousand years. In less then seventy years, hard work, research and development transformed a mostly arid land into fertile terrain”. Israel pavilion is promoted by Israel Ministry of Foreign Affair and sponsorerd by KKL-JNF, Keren Kayemeth LeIsrael - Jewish National Fund.