Press release
933KB
june 08, 2015 - Expo 2015
Expo 2015 - Thailand Pavilion
Concepts of Thailand Pavilion “Nourishing and Delighting the World” is the key concept of Thailand Pavilion as Thailand possesses of the golden land of food , the greatest identity in its history, social , culture , tradition as well as Thai ways of life. “Nourishing and Delighting the World” , the concept of Thai Pavilion is specially designed to showcase the efficient and effective management to minimize the world’s scarcity of food , yet, generate the best agricultural system together with the strong culture and identity in food, the innovation to produce and sustain the quality of food and being the productive source of food to build up “The World’s Kitchen” and “The Happiness of The World Population” Furthermore, here are sub-themes in Thaialnd Pavilion 1. “TASTES : Thai ways, Thai flavors” Thai food reflects the way of Thai’s life, the thought, the spirit of Thai, culture in food, esp. in the folk wisdom of Thai in meticulously selecting what’s good from The Land of Plenty to create the various recipes from the different regions of Thailand 2. “TRADITIONS: The Root of Qualities” Food for The World from The Plenty of Land in Thailand together with the wisdom of ancestors and the creativity and techniques to adjust and adapt the different recipes, the innovation to transform, preserve or keep the food in modern packaging to maintain the quality and taste of food. This food culture of Thais reflect the way Thais live, think and their hearts and souls. This is one of the cultures Thais would like to promote the well rounded taste and yet, the nutritional value – “The Recipe for Health” 3. “TIMELY INNOVATIONS: Serving up a Dream” Scarcity of food in both quality and quantity is the threatening agenda that the world has been worried about . All related and responsible units have to come up with solutions in creating this sustainability to protect the world so to have the best quality of life. This is all the dreams to help alleviate the famine of people in the world 4. “Sustainability: The Equilibrium of Life” The world changing and global warming has direct impact to the production of world’s food system, the scarcity of food is the key problem people are now facing and affects the way of living and consequently, people’s health. King Rama IX has been praised as being “King of Agriculture” as he has been kindly given the idea and several projects that help in country’s agriculture . He himself also initiated “Sufficiency Economy” concept which could help balance the way of living. ARCHITECTURAL DESIGN CONCEPT Since architecture is the very first attraction to the audience, therefore, Thai Pavilion design has reflected in its key concept design adding Thainess with the innovation and technology to show the idea of “Nourishing and DelightingTheWorld”. Thailandhashighlighted“Thaifood”tobetheintegralpartforallthecountriestounderstand and acknowledge Thainess. The key highlights of this architechture are : - 1. Theme related to Food .... • Agriculture , the highlight of the country is rice plantation • Water : Key factors for agriculture • Food manufacturer : farmers, planters, vendors. 2. Thainess : • Ways of life : the identity of Thai ways of life, ie.. floating market, market , temple fair , including tradition and culture, belief which has been reflected in several types of ceremonies. • Identity : the location and tropical zone and climate of Thailand. • Folk Wisdom - the knowledge and understanding of natural materials to use them in many tools / utensils, ie... bamboo , rattan, it will bring up a knit stitch to make new products Design of Thai Pavilion has comprised of 3 concepts 1. Inspiration of “Ngob” – The Symbol of Way of Agriculture – the identity and folk wisdom of Thai “Ngob” is the symbol representing food manufacturer , whether they are farmers, gardeners . The heritage of this folk wisdom has been transferred to generations to generations and still popular until nowadays. This is the innovation which is strong and no other countries has this heritage like Thailand 2. Inspriation from “Naga” – the symbol of beliefs “Naga” is a symbol of water which Thai people use in many rituals , more significantly , water or naga help improve the situation as it represents the richness in agriculture. 3. Inspiration of Pagoda – Symbol of Faith Thailand traditional style of architecture has very detailed pattern ; however, the design for Thai Pavilion didn’t reflect much of detailed design but still retain as a symbolic design of Thai “CHANGE” : Here are the 3 visions of Changes which have been designed for Expo Milano 2015 1. Goal Change In every showcase of Thailand in the world’s forums, the key objective is to promote the old and valuable culture and nice tradition and that will be in the form of Thai’s architecture of temple and palace; however, in Expo Milano 2015, Thailand is aimed to open the new market for Thaialnd’s brand, Thai food products in European market , esp in Italy 2. Design Concept Change The revolutionary design yet, still remain the old Thai’s wisdom and identity in Thailand Pavilion ... the team of architects has changed the way that Thaialnd often presented in the world’s forum from temple or Thai’s palace to weave in the idea to reflect the strong theme of Expo Milano 2015 – the way of Thai’s living which is very unique in its way. 3. Expected Outcome Change The ultimate goal is to open the new market for Thai food products amd to create the strong confidence of Ready to Eat Food of Thai to the World, rather than promoting tourism . It is expected that the awareness of Thailand brand will become popular and well-accepted and consequently , finally Thailand brand can gain high share of market in the near future.
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