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expo awards
Coop Italia Pavilion
Client: Coop Italia
Design: Carlo Ratti Associati Spa
Fabrication: Accenture Spa; Inres; Nussli Group
PHOTOs: Accenture, Carlo Ratti Associati
Expo 2015 Awards:
Best Use of Technology
Intended to showcase the "Supermarket of the Future," the corporate pavilion representing Coop Italia, which operates the largest supermarket chain in Italy, transforms visitors' conception of a grocery store by catapulting it into the technological age, courtesy of robots, interactive screens, mobile apps, and more. The pavilion is a fully functioning supermarket that heightens the shopping experience by incorporating advanced digital solutions that help shoppers make fully informed purchasing decisions.

Interactive technology and real-time data visualization highlights everything from where each product's main ingredients are sourced and what its carbon footprint is to which products are most popular among current shoppers. Nearly 200 Kinect sensors and a cloud content-management system use body detection to interpret Expo 2015 attendees' gestures. For instance, if a someone points at a particular display, overhead mirrored screens show three layers of data, from the product's nutritional content to its potential allergens.

WHAT THE JUDGES SAID
"This outstanding pavilion had a variety of experiences all enhanced by complex technologies adapted and deployed in exciting new ways."
A mobile app further enhances the shopping experience. Users input their personal preferences, enabling the app to assign them one of six lifestyle profiles. Then using ultrasound beacons and sensors throughout the pavilion, the app can guide guests directly to products compatible with their lifestyle and popular among others who share similar lifestyle traits.

According to one Expo 2015 Awards judge, "This outstanding pavilion had a variety of experiences all enhanced by complex technologies adapted and deployed in exciting new ways."


HONORABLE MENTIONS

Germany Pavilion (Photovoltaic Cells)
Germany Pavilion (Photovoltaic Cells)
Client: Federal Ministry of Economics and Energy (BMWi); Messe Frankfurt Exhibition GmbH
Design: Schmidhuber; Milla & Partner GmbH
Fabrication: Nussli Group
PHOTOS: Schmidhuber; Milla & Partner GmbH
Looking like bleached-white trees that might be found on the alien world in "Avatar," the Germany Pavilion's outsized canopies exemplified its Field of Ideas theme. Functioning as a decorative exterior element and as light and ventilation wells for the pavilion's galleries, the canopies are also equipped with flexible photovoltaic cells. The cells are laminated between clear plastic sheets, and attached to a delicate steel net, which acts as both structural support and electrical conductor for the energy generated. The cells produce electricity in a way similar to traditional solar cells, with one fascinating difference: They can capture light from any direction, and generate electricity even in hazy, overcast conditions. Even more intriguing, the electricity produced during the day is collected in an innovative storage system, then used to power a high-performance LED ring at night that lights the trees from below.
Mexico Pavilion (Bar Code Stickers)
Mexico Pavilion (Bar Code Stickers)
Client: ProMexico
Design: Creatividad y Espectaculos (CREA Mexico)
Fabrication: Cocolab Mexico
photos: Dsp Productions
Guests entering the Mexico Pavilion are immediately met by staffers who hand them a sticker with a bar code on it that will accompany them throughout their visit. Taking it to one of 10 totems – or kiosks – with interactive screens, guests choose one of three languages (Italian, English, or Spanish), scan the bar code, and have their photo taken. Once they finish, they're conferred with a virtual seed representing one of 20 different traditional Mexican crops such as corn or chili peppers. Attendees scan the sticker at any of multiple stations when they want to learn more about traditional cooking, say, or Mexican history, after which the information desired is emailed to them. As they exit, guests scan their stickers one last time to receive a personalized visa printed with their name, date of visit, and an image of the virtual crop they were assigned, as well as a code and password to download their photo from the pavilion's website – all of which neatly extends the pavilion experience.
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