Asia: reinventing the world expo
First Japan, then China. It is hailed as the first emerging market to host an Expo, but there is very little of a developing country about boom city Shanghai. Under the motto "Better City, Better Life" it will be looking to present sustainable models for the future.
Shanghai, the city of superlatives, has prescribed itself some ambitious targets for the Expo 2010. The organisers are setting out to attract almost 200 countries to the world exposition, compared with 170 in Hanover. While Hanover notched up 18 million visitors, officials in Shanghai are aiming for 70 million. China is seen as the first emerging market ever to host an Expo. But there is very little of a developing country about the boom city on the Yangtze River. China's future lies in urbanisation. Under the motto "Better City, Better Life" Shanghai will be setting out to present sustainable, future-proof models for this at its Expo. Development plans recently passed by the central government focus on recycling management, the conservation of energy and resources and environmental issues. The Expo site lies on the banks of the Huangpu River, which separates the old part of Shanghai from futuristic Pudong. The new Expo grounds cover 5.28 km2, and work on the infrastructure is already getting underway. Investment on the site is being channelled mainly into land development, construction and maintenance of the pavilions and for the creation of a fund, says Dai Liu, Deputy Director of the Bureau of Shanghai World Expo Coordination. From the sustainability aspect, possibilities for subsequent use are already being considered at the planning stage. Particularly valuable buildings, large pavilions and useful installations are to be preserved as the Expo heritage. Given the headlong pace of urbanisation, the challenges to sustainable urban development are tremendous. German architects, city planners and interior decorators are well represented here. "People understand you better in China if you speak in images. It's a bit like a theatrical performance," is how Meinhard von Gerkan from the firm of architects Gerkan, Marg und Partner, describes the situation. "From the drop of water to the city for initially 300,000 and now already 800,000 residents, it only works there," Gerkan explains. Luchao Harbour City, born of that drop of water, is situated some 30 km south of Shanghai. A few years ago there was nothing but open seas, now landfills have made room for the future city. It could form part of Expo 2010.
China holds out enormous business opportunities for suppliers of building materials and building engineering. "But the problem is the high price, which often cannot be realised in China. So we work with Chinese partners as a means of reducing costs."
Foreign firms are also in demand on the fringes of the Expo site proper and for implementation of the world exhibition. "We perceive business opportunities in three main areas," says Dai Liu from the Shanghai Expo Bureau: construction and operation of the venues, marketing and improving the environmental conditions and infrastructure.
The Expo Bureau cites ten spheres of activity for commercial projects: planning and construction, alliances to market the Expo logo, development of the conference and exhibition section, hotel operation and management, tourism, management and consultancy service, trading and sales, development programmes for staff qualification, media industry and Expo-related technology investment. It is here that the commercial side of Shanghai Expo becomes evident. The world expo is intended to give the city as a whole a development and modernisation boost, radiating throughout the entire country. China is also looking to acquire the know-how to run exhibition companies of its own plus the necessary marketing expertise. "In the preparations for Shanghai Expo 2010 the city's events industry is hoping to benefit from German know-how," the Chinese Embassy Berlin announces in a press release. Thomas Kiefer
m+a report Nr.8 / 2005 vom 08.12.2005
m+a report vom 8. Dezember 2005