World expositions to encourage development, CEO of Milan Expo says

Visitors walk past an advertisement for Milan 2015 inside the Italy Pavilion.(Source: China Daily) by Marzia De Giuli MILAN, Italy, Nov. 5 (Xinhua) -- The Milan Expo 2015 will be strongly based on an innovative content, inheriting the visibility that Shanghai has given to world expositions, CEO of the Milan Expo 2015, Giuseppe Sala, told Xinhua in an exclusive interview on Friday. Just come back from Shanghai, where he participated in the Expo closing and handover celebrations, Sala congratulated Chinese colleagues for their outstanding achievements. "Our Expo will follow an edition of great success as the one that just closed in Shanghai," he said, adding that the most precious truth he brought back from Shanghai is the growth opportunity that an "extremely modern event" as the universal Expo represents to the world. "Talking with directors of various pavilions in the past days, I realized how much important is a well-organized and good- themed Expo," Sala pointed out adding that many cities have already submitted their nominations to host the Expo 2020. The CEO recalled that Italy's last Expo, which was held in Milan once again, dates back to 1906. "Today many citizens do not even remember what a world exposition is like, therefore it is our task to make all Italians realize how valuable this event is," he added. "Of course, we should and could not attempt to follow Shanghai Expo's model in terms of dimension and numbers. Our challenge, instead, is to conceive a different Expo, strongly based on innovative content," Sala said.

This file photo shows a woman walking past several two-meter-high snails in Milan's city center. The snails, which are made from recycled plastic, have been displayed all over Milan since last year to announce its successful bid for the World Expo 2015.(Source: China Daily)

He strongly wished that, thanks to the good relations established with Shanghai colleagues, Milan Expo's organizers will learn from the Chinese experience.

"I have been to China many times in my life, and I have been cultivating in these years a little knowledge of this immense country and its extremely kind people," Sala said.

"Italians are very friendly as well, and more and more curious about China. I can easily predict that, in the coming years, Beijing and Shanghai will attract more and more tourists from Italy, being the symbol of China's extraordinary run to the future," he noted.

He went on to say that Milan will also open wide its doors to Chinese friends, showcasing its little-known yet nevertheless important scientific and technological faces.

He recalled that, often only known as the heart of fashion, Milan is the Italian industrial, agricultural and financial capital, and one of the four driving economies of Europe.

The northern city hosts half of all foreign companies present in Italy, with a turnover of tens of millions of dollars, and has each year the same number of registered innovation patents as Boston.

"Milan's capacity to combine science and art makes its international drive. Therefore, what is most dear to my heart is building an innovative Expo which reflects the city's nature," Sala stressed.

In these days a special "Milan Brand" was launched, featuring the city's castle logo, which will be placed on characteristic goods sold in the boutiques, as a symbol of Milan' s creativity and innovation.

Sala highlighted that the theme of Milan Expo, "Feeding the Planet. Energy for Life", will be put at the center, bound to the rich tradition of Italian lifestyle in terms of food and wellness that encourages development.

"Our Expo has been designed not only as a six-month event, but as a journey on a theme of universal interest aimed at implementing innovative and sustainable technological solutions for the sake of mankind," he said.

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