Consortium led by experiential marketing specialists M-IS, has built the UK’s presence at the largest horticultural exhibition in the world, which is taking place in Beijing, China until 7 October, 2019
M Integrated Solutions, an award-winning communications, digital and experiential agency has designed and built the UK’s Garden and Pavilion at the Beijing Expo 2019, led by the Department for International Trade’s (DIT) in partnership with the British Embassy Beijing. Its theme of “Innovating for a Greener Future” is already making it one of the most popular destinations at the Expo attracting 100,000 visitors in the first two weeks.
The internationally renowned designer Briony Doubleday from Bee’s Gardens, has been selected to support the garden design while M created a pavilion that will be at the heart of UK participation in a five-month long programme of activities at the Expo.
The UK garden and pavilion will showcase the important role that nature plays in our everyday lives and the 2,000-square-metre space, which includes woodland, a wildflower meadow and biodiversity garden has already proved to be a compelling attraction.
Alongside DIT, the UK’s Department for the Environment, Food and Rural Affairs, the Foreign and Commonwealth Office, the British Council and Visit Britain are supporting the UK’s presence at the Expo.
Other instantly recognisable partners include the Royal Horticultural Society, Kew Gardens and the Eden Project as well as numerous organisations representing agri-tech, horticulture, education, green finance, clean energy, digital health, ‘new’ transport and sustainable construction/architecture projects.
John Young, Creative Director of M-IS commens: “M-IS has such extraordinary heritage in delivering innovation and creativity when developing exhibition space solutions. For the past 25 years we have collaborated with some of the most talented people in their respective sectors and have regularly worked with government bodies and trade associations in Expos. M has developed a UK pavilion before as well as designing the EU and Canada pavilions. With China being the UK’s largest trading partner outside of Europe and North America and with the country putting ‘Clean Growth’ at the very heart of its current five-year economic strategy, the importance to UK trade of this global showcase and the subsequent strengthening of relationships cannot be underestimated.”
“The chance to work with the Department of International Trade on this project challenged M-IS to consider every opportunity and we designed and built a totally integrated and immersive expo experience. From the textures of the organic and construction materials used, through to the lighting and the audio-visual experience, M-IS, considered every aspect so the pavilion calmly and confidently reflected DIT’s theme of ‘Innovating for a Greener Future’. We believe it showcases some of the very best ‘green’ innovation and technology the UK has to offer, and the Beijing Expo is a perfect window on the world for it.”
Deputy Head of Mission at the British Embassy Beijing Christina Scott says: “Our garden is a vibrant celebration of British horticultural heritage and creativity. We are delighted to be sharing it with all the visitors here at the Beijing Expo. I hope they will be inspired by our exciting programme that includes the best of Britain in film, sport, television, and music.
“The UK is a leader in innovation and sustainable development. Our theme of ‘Innovation for a Greener Future’ celebrates the UK’s strengths when tackling developmental challenges. This is why our Expo programming is built around topics such as clean energy, environmental protection, and green finance.
The Expo is taking place just outside Beijing, part of a number of developments alongside the Great Wall, and the site of the Beijing Winter Olympics. It will showcase gardens and pavilions from 110 countries and international organisations under the theme “Live Green, Live Better”.