An exposition based on a threefold objective: illustrating the “true face of Israel” not usually portrayed in the media, reflecting the country’s strong bilateral relations with Italy and providing a new and important opportunity to strengthen that relationship. All of this will be accomplished through a futuristic architectural structure designed to fully “embrace” the visitor. These are the main ingredients of the Israeli Pavilion for EXPO 2015 in Milan, which made its debut at the Italy-Israel Inter-Governmental Summit that took place on 2 December 2013 at Villa Madama.
Pavilion shows Israel as a “granary of innovations”, says Cohen
The Pavilion was presented by Israel’s Commissioner and project leader, Elazar Cohen, who spoke at the Summit before the press declarations by Prime Ministers Enrico Letta and Benyamin Netanyahu. With scarce natural resources, the State of Israel is “a granary of ideas and innovations” in the food sector, with the potential to improve food autonomy not just in Israel itself but throughout the world, commented Cohen. He explained that the pavilion for Milan, entitled “Fields of Tomorrow”, will act as a faithful and futuristic mirror reflecting this concept. The project was conceived to show “the very nature of the Israeli people, who have never resigned themselves to reality but seek to do everything possible to improve it”.
2400 square metres of agriculture and high-tech
The Pavilion – design by architect David Knafo, construction by “AVS” – aims to convey these concepts to visitors right from their initial approach to the building. Covering 2400 square metres, the Pavilion – which is located next to Palazzo Italia – has a wall 70 metres long and 12 metres high entirely covered with plants that will change colour and flowers with the seasons. Indeed, agriculture will be a leitmotif of the project, as a channel for the State of Israel’s contribution to the EXPO’s theme of “Feeding the Planet. Energy for Life”.
The structure is divided into 4 zones that will take visitors from a reception area inspired by high technology to a film that will immerse them in a forest planted by Keren Kayemeth LeIsrael, a “green” organisation engaged in forestry projects. Through this experience, visitors will witness the story of 3 generations of the same family and the innovations that have marked their lives. The third area – a dark room lit by “statues of light” – will again be devoted to agriculture. And the fourth, and last, room will focus on food and Israeli cuisine, which reflects “the many Jewish immigration experiences that have made Israel what it is today”, explained Cohen.
The Pavilion adds a new dimension to Italian-Israeli relations, says Cohen
Ample space will be devoted to tourism, through exhibitions and events for the public and for those working in the sector. These, and the project as a whole, will “add a new dimension to the already strong relationship between Italy and Israel”, remarked Cohen, who underscored “Italy and Israel’s commitment to the success of the EXPO”. A financial commitment also, given that the Israeli Government has allocated 11 million euros to the project.
