The whole is greater than the sum of its parts: Conveying an (inter)national image at World Expos

Abstract

This article elaborates on some of the key aspects that characterise the history of Expos from 1851 to date. It suggests that Expo 2010 Shanghai should be considered as a milestone,as it coincides with the moment of full maturity of the ideas and aesthetic approaches defined by super modernity. This work suggests that, starting from Expo 2010, national pavilions contribute, with their strong branding, their search for uniqueness, and their quest for identity, to the creation of a more general global image. Considered as a whole, national pavilions no longer express the characterising features and innovations of the country that they represent. Instead, they build an international, transnational and truly global image of the collective advancement of human knowledge through the unifying idea of World Expos.