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After a six-month run, the 2015 World Expo in Milan closed on October 31. With the theme of “Feeding the Planet, Energy for Life,” 145 countries showcased technological innovations and national cultures to a broad global audience. CPD visited the exhibition in Milan as a follow-up to our 2010 Shanghai Expo project, to examine how countries present their cultural assets through the analytical lens of "nation branding." The goal of nation branding is to achieve differentiation and resonance in the field of national representation. National pavilions, a centerpiece of the World Expo, are branded spaces in which countries may craft positive, distinctive identities for themselves. In this way, they are a platform for nations to engage in public diplomacy.
CPD would like to thank Vince Gonzales and Carla Javier for their invaluable support in creating the digital map.