The UK is participating at the World Expo in Milan from 1 May to 31 October 2015. The event offers a global platform to promote UK international agendas. Led by UK Trade & Investment (UKTI) with support from seven other Government departments, the UK Pavilion showcases British innovation and creativity in the key sectors of Agricultural Technology, Creative Industries, Food and Drink, Healthcare, Life Sciences, Technology and International Development.
The UK Pavilion, a unique and stunning 30-tonne hive structure, has been designed by acclaimed artist Wolfgang Buttress in collaboration with engineer Tristan Simmonds and architectural practice BDP. The structure is inspired by the journey of the honey bee and highlights the vital role of pollination in the global food chain. It is a metaphor for how the UK is a hive of innovation and creativity, helping to feed the planet.
UKTI approached The Team as it wanted to create a digital platform that would highlight its involvement at Milan Expo, provide information to visitors and give online global visitors who were not able to make the trip to Milan the chance to experience the UK Pavilion.
The Team knew it had to give visitors to the website an immersive journey. With this in mind, it created an online experience that replicates Buttress’s Pavilion tour.
Using film and the same specially commissioned soundscape used at the UK Pavilion, the online tour begins with a British orchard and wildflower meadow, before entering the hive. The website has a clean, modern, architectural feel. Additionally, The Team has used the same bee graphics as the Pavilion itself to work playfully on the scrollbars and on other features across the site.
We have created a unique, attractive and engaging digital platform to reach a global audience. The site brilliantly replicates the wish to promote the creativity and innovation of the UK. The site successfully acts as a main portal for interested audiences to engage with the UK Pavilion in the digital sphere. It puts people into the space without them physically being in Milan.
A UKTI spokesperson added: “It was important to us to build a strong, appealing and engaging digital platform for the UK Pavilion at Milan Expo 2015 to reach a wide and diverse global audience. The Team perfectly captured our brief with their creative and innovative design, which has received great customer feedback. The innovative website customer journey and the beautiful design have contributed to a stand-out website fitting the ambition and context of the UK Pavilion in Milan.”
The site took six weeks to design and build and is available in 3 languages: English, Italian and Chinese.