Can world expos really raise global awareness about what matters for the planet? Christian Lachel considers how these high profile events can use modern story-telling and technology to help create change in the world
By Christian Lachel | Published in Attractions Management 2014 issue 2
James Cameron’s Avatar is a reminder of our own world, and the need to protect natural resources
I have many smart, compassionate, public-spirited friends. I was having coffee with one of them when this particular friend said: “The world is in trouble. We’ve got so many challenges it just seems overwhelming.”
She almost ran out of fingers as she used them to tick off the challenges – climate change, population growth, plundering of natural resources, peak oil/dwindling fossil fuels, increased energy demand in emerging nations, and finding enough food to feed the planet. “The bigger the challenge, the less people seem to care. What actually are we doing about these things? What CAN we do?”
All great questions. Do we as individuals care about doing the hard work to ensure humankind has a viable future on Earth? Does our industry care?
I said: “First, let’s acknowledge our own power. We’re storytellers. It’s been our job to give meaning to our world and shape a narrative that awakens the tribe to the perils that lie ahead if we don’t change our behaviour. Our narrative must give a vision for a viable way forward, and inspiration that, together, we can make that vision a reality.”
And then we talked about the cultural narrative, and we discovered a lot of evidence that we – the storytellers – DO care. We ARE doing something.
Caring for our planet Let’s start with the single most popular form of out-of-home entertainment ever invented, the feature motion picture – always a harbinger of cultural change. James Cameron’s Avatar is the single most popular motion picture ever made. Underneath all the stunning special effects, the breath-taking action sequences and summer-blockbuster plotting, beats the heart of a profound environmental fable.
Avatar is about our world. In this film, a young man – crippled by war and alienated from an uncaring world, is literally re-born when he connects with a tribe of people who are one with the natural world they inhabit. Our hero heals himself, and becomes a warrior in defence of this powerful natural world.
Want more evidence? An Inconvenient Truth, World War Z, The Road, Erin Brockovitch, and Princess Mononoke, by the incomparable Hayao Miyazaki. And then there are documentaries like Fast Food Nation, Tapped, King Corn and Food Inc. that highlight the world of the corporate food giants as well as the challenges of feeding the planet.
But that’s just movie-making, right? Yes, but something significant is happening in our business of leisure and entertainment as well. And, as so often happens, this ‘really big thing’ has emerged from what seemed at the time as a small thing – an unsuccessful small thing at that.
Changing the world story This narrative shift began in 2000 at a World Expo in Hannover, Germany.
The theme of the Hannover Expo was ‘Man, Nature, Technology’. This expo was modestly attended, and considered an economic failure for the region. It was here that thought leaders Bill McDonough and Michael Braungart re-introduced The Hannover Principles for sustainable world abundance – which were first commissioned by Hannover in 1991 and first presented at the Earth Summit’s 1992 World Urban Forum.
In 2000, the Hannover Principles (see briefing box) started a revolution. They were then, and still are, audacious, thought-provoking and emphatic. The intention was to subvert that narrative and create an entirely new context for the discussion. This was a revolution. A re-boot. A new story.
The Hannover Principles inspired the US Green Building Council’s green building programme called LEED, and led to creation of the Cradle to Cradle Products Innovation Institute. The institute is described as a non-profit organisation “created to bring about a new industrial revolution that turns the making of things into a positive force for society, economy, and the planet.”
More importantly, the Principles sparked a cascade of inspiration for the enterprising thought-leaders heading up the next Expos. Consider the themes, always a statement of intention:
Expo 2005, Aichi, Japan – Nature’s Wisdom
Expo 2008, Zaragoza, Spain – Water and Sustainable Development
Expo 2010, Shanghai, China – Better City, Better Life
Expo 2012, Yeosu, South Korea – The Living Ocean and Coast – Preservation and Sustainable Development of the Ocean and Coast.
The subject of each of these expos was rooted in the Hannover Principles – creating sustainable abundance on planet Earth. So what is the theme for Expo 2015 in Milan, Italy? ‘Feeding the Planet, Energy for Life’.
Steering a new direction Most people will never go to World Expo, but those who do can be inspired, emotionally awakened, and changed. These guests can inspire others. Like a single pebble in a giant lake, they can send out thought waves that ripple to infinity.
Examples abound. Great expos like the first World’s Fair at Crystal Palace (1851) the Paris Exposition (1855), the Franco-British exhibition at London’s White City (1908), Century of Progress in Chicago (1933) and the World’s Fair in New York (1964) brought us great attractions that communicated amazing new ideas. The best of these attractions have stood the test of time, because their stories, lessons and inspirations are evergreen.
Global story-telling In 2000, we entered the 21st Century and ushered in a new era. The concept of the World Expo evolved with the times (see Hannover Principles). The global issues we face today are large and scary. World Expos empower a world of storytellers using the newest tools and technologies to create stories that spread life changing ideas – giving our children and children’s children the best chance to create a peaceful, healthy and abundant world.
This is the great work that we in the creative and leisure industries were put here to do. As modern storytellers and creators of experiences it’s our job to tackle these issues and provide meaning in the world.
The difference that we can all make is to, in the words of the great Russian thinker and philosopher, Alexander Herzen, “awaken men by dreaming their dreams more clearly than they dream them themselves”.
We can tell astonishing, transformative stories – like Avatar – that awaken in guests a sense of their own power and possibility. It’s why we’re here.
As the American anthropologist, Margaret Mead, once said: “Never doubt that a small group of thoughtful, committed individuals can change the world. Indeed, it is the only thing that ever has.” That’s us, as an industry. Here. Now. Let’s get busy.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2014 issue 2
Editor's letter: The New Philanthropists
Tech is hot and as the growing number of tech millionaires
turn their thoughts to philanthropy, tech-related
attactions will prosper
Profile: Mario Mamon
The current chair of IAAPA talks about
his role with the organisation, doubling
the size of family theme park Enchanted
Kingdom in the Philippines and the
devastation of Super Typhoon Haiyan
Museums: MOHAI
MOHAI's executive director,
Leonard Garfield, talks about
the Seattle museum's new Bezos
Center for Innovation, named after
Amazon founder Jeff Bezos
Science centres: Appliance of science
Andreas Waschk and Mike Boris
explain how they made Blueprint
Entertainment into Europe's largest
private science centre operator
Museums: Olympic Movement
Director Francis Gabet describes how
The Olympic Museum's extensive
refurbishment reflects the excitement
and diveristy of the modern Games
Planetariums: Starry skies
The newly upgraded Fiske Planetarium in
Boulder, Colorado now boasts the highest
specification full dome theatre in the US.
Director Douglas Duncan tells us more
Museums: Beautiful minds
The founders of MoMath, the New York
Museum of Mathematics, tell us how
they're on a mission to get ordinary
people to fall in love with maths
World expos: Brave new world
Christian Lachel considers how world
expos can raise global awareness
about what matters for the planet
3D/4D/5D: IMERSA
A review of the fifth annual IMERSA
conference held in Denver, Colorado
Advertisement feature: EAS 2014
The exhibitors reveal what they’ll be showcasing at EAS in
September and what the hot topics of conversation will be
Waterparks: Wet'n'Wild
Wet'n'Wild Sydney has welcomed
a million visitors through its gates
since opening in December. Managing
director Chris Warhurst tells us why
Ticketing: Convenience store
Gateway's Liesel Tarquini explains
how mobile web stores can help
generate additional revenue
for attractions operators
Hannover Principles Design for Sustainability (prepared for Expo 2000) - Insist on rights of humanity and nature to co-exist in a healthy, supportive, diverse and sustainable condition.
- Recognize interdependence. The elements of human design interact with and depend upon the natural world, with broad and diverse implications at every scale. Expand design considerations to recognizing even distant effects.
- Respect relationships between spirit and matter. Consider all aspects of human settlement including community, dwelling, industry and trade in terms of existing and evolving connections between spiritual and material consciousness.
- Accept responsibility for the consequences of design decisions upon human well-being, the viability of natural systems and their right to co-exist.
- Create safe objects of long-term value. Do not burden future generations with requirements for maintenance or vigilant administration of potential danger due to the careless creation of products, processes or standards.
- Eliminate the concept of waste. Evaluate and optimize the full life-cycle of products and processes, to approach the state of natural systems, in which there is no waste.
- Rely on natural energy flows. Human designs should, like the living world, derive their creative forces from perpetual solar income. Incorporate this energy efficiently and safely for responsible use.
- Understand the limitations of design. No human creation lasts forever and design does not solve all problems. Those who create and plan should practise humility in the face of nature. Treat nature as a model and mentor, not as an inconvenience to be evaded or controlled.
- Seek constant improvement by the sharing of knowledge. Encourage direct and open communication between colleagues, patrons, manufacturers and users to link long term sustainable considerations with ethical responsibility, and re-establish the integral relationship between natural processes and human activity.
Dubai’s winning bid
On 26 November 2013, the delegates of the Bureau International des Exposition (BIE) chose Dubai as the host of Expo 2020.
Opening dates: 10 October 2020 – 10 April 2021
Theme: ‘Connecting minds, creating the future’
Details The 1,082-acre (438-hectares) Expo site, on the southwestern edge of Dubai in Jebel Ali, near Dubai’s new Al Maktoum International Airport, is being designed by HOK.
HOK’s design features three separate pavilions created to symbolise opportunity, sustainability and mobility, with ‘innovation pods’ in each thematic zone.
Inspired by the layout of a traditional Arabic souk, the design places larger pavilions to the perimeter while clustering smaller exhibit spaces toward the centre, to promote better visitor interaction.
Past and future Expos
2000 - Hannover, Germany 2005 - Aichi Prefecture, Japan 2008 - Zaragoza, Spain 2010 - Shanghai, China 2012 - Yeosu, South Korea 2015 - Milan, Italy 2017 - Astana, Kazakhstan 2020 - Dubai, United Arab Emirates
Christian Lachel is the executive creative director and VP for BRC Imagination Arts. Email: [email protected] Web: www.brcweb.com (Rich Procter, senior writer for BRC, also contributed to this article).
Given the financial investment, Expos may only attract a limited audience, but the core messages conveyed can have a ripple effect, says Lachel
Given the financial investment, Expos may only attract a limited audience, but the core messages conveyed can have a ripple effect, says Lachel
Ever since the World Expo in Aichi in Japan in 2005, official expo themes have all focused on nature, sustainability, creating a better world
The theme for the World Expo in Dubai in 2020, which is being designed by HOK, is ‘Connecting minds, creating the future’
The theme for the World Expo in Dubai in 2020, which is being designed by HOK, is ‘Connecting minds, creating the future’
The theme for the World Expo in Dubai in 2020, which is being designed by HOK, is ‘Connecting minds, creating the future’
COMPANY PROFILES
IAAPA EMEA
IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Holovis
Holovis is a privately owned company
established in 2004 by CEO Stuart
Hetherington. [more...]
instantprint
We’re a Yorkshire-based online printer, founded
in 2009 by Adam Carnell and James Kinsella. [more...]
Can world expos really raise global awareness about what matters for the planet? Christian Lachel considers how these high profile events can use modern story-telling and technology to help create change in the world
By Christian Lachel | Published in Attractions Management 2014 issue 2
James Cameron’s Avatar is a reminder of our own world, and the need to protect natural resources
I have many smart, compassionate, public-spirited friends. I was having coffee with one of them when this particular friend said: “The world is in trouble. We’ve got so many challenges it just seems overwhelming.”
She almost ran out of fingers as she used them to tick off the challenges – climate change, population growth, plundering of natural resources, peak oil/dwindling fossil fuels, increased energy demand in emerging nations, and finding enough food to feed the planet. “The bigger the challenge, the less people seem to care. What actually are we doing about these things? What CAN we do?”
All great questions. Do we as individuals care about doing the hard work to ensure humankind has a viable future on Earth? Does our industry care?
I said: “First, let’s acknowledge our own power. We’re storytellers. It’s been our job to give meaning to our world and shape a narrative that awakens the tribe to the perils that lie ahead if we don’t change our behaviour. Our narrative must give a vision for a viable way forward, and inspiration that, together, we can make that vision a reality.”
And then we talked about the cultural narrative, and we discovered a lot of evidence that we – the storytellers – DO care. We ARE doing something.
Caring for our planet Let’s start with the single most popular form of out-of-home entertainment ever invented, the feature motion picture – always a harbinger of cultural change. James Cameron’s Avatar is the single most popular motion picture ever made. Underneath all the stunning special effects, the breath-taking action sequences and summer-blockbuster plotting, beats the heart of a profound environmental fable.
Avatar is about our world. In this film, a young man – crippled by war and alienated from an uncaring world, is literally re-born when he connects with a tribe of people who are one with the natural world they inhabit. Our hero heals himself, and becomes a warrior in defence of this powerful natural world.
Want more evidence? An Inconvenient Truth, World War Z, The Road, Erin Brockovitch, and Princess Mononoke, by the incomparable Hayao Miyazaki. And then there are documentaries like Fast Food Nation, Tapped, King Corn and Food Inc. that highlight the world of the corporate food giants as well as the challenges of feeding the planet.
But that’s just movie-making, right? Yes, but something significant is happening in our business of leisure and entertainment as well. And, as so often happens, this ‘really big thing’ has emerged from what seemed at the time as a small thing – an unsuccessful small thing at that.
Changing the world story This narrative shift began in 2000 at a World Expo in Hannover, Germany.
The theme of the Hannover Expo was ‘Man, Nature, Technology’. This expo was modestly attended, and considered an economic failure for the region. It was here that thought leaders Bill McDonough and Michael Braungart re-introduced The Hannover Principles for sustainable world abundance – which were first commissioned by Hannover in 1991 and first presented at the Earth Summit’s 1992 World Urban Forum.
In 2000, the Hannover Principles (see briefing box) started a revolution. They were then, and still are, audacious, thought-provoking and emphatic. The intention was to subvert that narrative and create an entirely new context for the discussion. This was a revolution. A re-boot. A new story.
The Hannover Principles inspired the US Green Building Council’s green building programme called LEED, and led to creation of the Cradle to Cradle Products Innovation Institute. The institute is described as a non-profit organisation “created to bring about a new industrial revolution that turns the making of things into a positive force for society, economy, and the planet.”
More importantly, the Principles sparked a cascade of inspiration for the enterprising thought-leaders heading up the next Expos. Consider the themes, always a statement of intention:
Expo 2005, Aichi, Japan – Nature’s Wisdom
Expo 2008, Zaragoza, Spain – Water and Sustainable Development
Expo 2010, Shanghai, China – Better City, Better Life
Expo 2012, Yeosu, South Korea – The Living Ocean and Coast – Preservation and Sustainable Development of the Ocean and Coast.
The subject of each of these expos was rooted in the Hannover Principles – creating sustainable abundance on planet Earth. So what is the theme for Expo 2015 in Milan, Italy? ‘Feeding the Planet, Energy for Life’.
Steering a new direction Most people will never go to World Expo, but those who do can be inspired, emotionally awakened, and changed. These guests can inspire others. Like a single pebble in a giant lake, they can send out thought waves that ripple to infinity.
Examples abound. Great expos like the first World’s Fair at Crystal Palace (1851) the Paris Exposition (1855), the Franco-British exhibition at London’s White City (1908), Century of Progress in Chicago (1933) and the World’s Fair in New York (1964) brought us great attractions that communicated amazing new ideas. The best of these attractions have stood the test of time, because their stories, lessons and inspirations are evergreen.
Global story-telling In 2000, we entered the 21st Century and ushered in a new era. The concept of the World Expo evolved with the times (see Hannover Principles). The global issues we face today are large and scary. World Expos empower a world of storytellers using the newest tools and technologies to create stories that spread life changing ideas – giving our children and children’s children the best chance to create a peaceful, healthy and abundant world.
This is the great work that we in the creative and leisure industries were put here to do. As modern storytellers and creators of experiences it’s our job to tackle these issues and provide meaning in the world.
The difference that we can all make is to, in the words of the great Russian thinker and philosopher, Alexander Herzen, “awaken men by dreaming their dreams more clearly than they dream them themselves”.
We can tell astonishing, transformative stories – like Avatar – that awaken in guests a sense of their own power and possibility. It’s why we’re here.
As the American anthropologist, Margaret Mead, once said: “Never doubt that a small group of thoughtful, committed individuals can change the world. Indeed, it is the only thing that ever has.” That’s us, as an industry. Here. Now. Let’s get busy.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2014 issue 2
Editor's letter: The New Philanthropists
Tech is hot and as the growing number of tech millionaires
turn their thoughts to philanthropy, tech-related
attactions will prosper
Profile: Mario Mamon
The current chair of IAAPA talks about
his role with the organisation, doubling
the size of family theme park Enchanted
Kingdom in the Philippines and the
devastation of Super Typhoon Haiyan
Museums: MOHAI
MOHAI's executive director,
Leonard Garfield, talks about
the Seattle museum's new Bezos
Center for Innovation, named after
Amazon founder Jeff Bezos
Science centres: Appliance of science
Andreas Waschk and Mike Boris
explain how they made Blueprint
Entertainment into Europe's largest
private science centre operator
Museums: Olympic Movement
Director Francis Gabet describes how
The Olympic Museum's extensive
refurbishment reflects the excitement
and diveristy of the modern Games
Planetariums: Starry skies
The newly upgraded Fiske Planetarium in
Boulder, Colorado now boasts the highest
specification full dome theatre in the US.
Director Douglas Duncan tells us more
Museums: Beautiful minds
The founders of MoMath, the New York
Museum of Mathematics, tell us how
they're on a mission to get ordinary
people to fall in love with maths
World expos: Brave new world
Christian Lachel considers how world
expos can raise global awareness
about what matters for the planet
3D/4D/5D: IMERSA
A review of the fifth annual IMERSA
conference held in Denver, Colorado
Advertisement feature: EAS 2014
The exhibitors reveal what they’ll be showcasing at EAS in
September and what the hot topics of conversation will be
Waterparks: Wet'n'Wild
Wet'n'Wild Sydney has welcomed
a million visitors through its gates
since opening in December. Managing
director Chris Warhurst tells us why
Ticketing: Convenience store
Gateway's Liesel Tarquini explains
how mobile web stores can help
generate additional revenue
for attractions operators
Hannover Principles Design for Sustainability (prepared for Expo 2000) - Insist on rights of humanity and nature to co-exist in a healthy, supportive, diverse and sustainable condition.
- Recognize interdependence. The elements of human design interact with and depend upon the natural world, with broad and diverse implications at every scale. Expand design considerations to recognizing even distant effects.
- Respect relationships between spirit and matter. Consider all aspects of human settlement including community, dwelling, industry and trade in terms of existing and evolving connections between spiritual and material consciousness.
- Accept responsibility for the consequences of design decisions upon human well-being, the viability of natural systems and their right to co-exist.
- Create safe objects of long-term value. Do not burden future generations with requirements for maintenance or vigilant administration of potential danger due to the careless creation of products, processes or standards.
- Eliminate the concept of waste. Evaluate and optimize the full life-cycle of products and processes, to approach the state of natural systems, in which there is no waste.
- Rely on natural energy flows. Human designs should, like the living world, derive their creative forces from perpetual solar income. Incorporate this energy efficiently and safely for responsible use.
- Understand the limitations of design. No human creation lasts forever and design does not solve all problems. Those who create and plan should practise humility in the face of nature. Treat nature as a model and mentor, not as an inconvenience to be evaded or controlled.
- Seek constant improvement by the sharing of knowledge. Encourage direct and open communication between colleagues, patrons, manufacturers and users to link long term sustainable considerations with ethical responsibility, and re-establish the integral relationship between natural processes and human activity.
Dubai’s winning bid
On 26 November 2013, the delegates of the Bureau International des Exposition (BIE) chose Dubai as the host of Expo 2020.
Opening dates: 10 October 2020 – 10 April 2021
Theme: ‘Connecting minds, creating the future’
Details The 1,082-acre (438-hectares) Expo site, on the southwestern edge of Dubai in Jebel Ali, near Dubai’s new Al Maktoum International Airport, is being designed by HOK.
HOK’s design features three separate pavilions created to symbolise opportunity, sustainability and mobility, with ‘innovation pods’ in each thematic zone.
Inspired by the layout of a traditional Arabic souk, the design places larger pavilions to the perimeter while clustering smaller exhibit spaces toward the centre, to promote better visitor interaction.
Past and future Expos
2000 - Hannover, Germany 2005 - Aichi Prefecture, Japan 2008 - Zaragoza, Spain 2010 - Shanghai, China 2012 - Yeosu, South Korea 2015 - Milan, Italy 2017 - Astana, Kazakhstan 2020 - Dubai, United Arab Emirates
Christian Lachel is the executive creative director and VP for BRC Imagination Arts. Email: [email protected] Web: www.brcweb.com (Rich Procter, senior writer for BRC, also contributed to this article).
Given the financial investment, Expos may only attract a limited audience, but the core messages conveyed can have a ripple effect, says Lachel
Given the financial investment, Expos may only attract a limited audience, but the core messages conveyed can have a ripple effect, says Lachel
Ever since the World Expo in Aichi in Japan in 2005, official expo themes have all focused on nature, sustainability, creating a better world
The theme for the World Expo in Dubai in 2020, which is being designed by HOK, is ‘Connecting minds, creating the future’
The theme for the World Expo in Dubai in 2020, which is being designed by HOK, is ‘Connecting minds, creating the future’
The theme for the World Expo in Dubai in 2020, which is being designed by HOK, is ‘Connecting minds, creating the future’
London Museum will open four new food and drink destinations when it launches its new home
at Smithfield on 28 November, making hospitality a central part of the visitor experience at one
of the capital's biggest cultural openings of the year.
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
