An everlasting impression for Belgium
at World Expo Milano 2015

In 2014, Besix and Patrick Genard contacted us to do the scenography for the pavillion, and to bring the two-dimensional world of graphic design into the three-dimensional world of architecture. There was only one condition: everything had to be done by hand. Of course, we said yes!

We designed the entrance hall, which was a staggering 30 metres long, and handcrafted the internal signage. The whole team of Coming Soon jumped on a plane to Milan, and within a month we turned part of the building site into an impressive pavilion that drew people in.

The theme of the Belgian pavilion was “Our food, our world – Producing responsibly and consume with intelligence”, and focused on the balance between people and nature in food production and consumption. The 2717-square metre pavilion consisted of several areas with multiple exhibition spaces.

client
Belgian General Commission for ExpoMilano 2015

a
gency
Besix/Van Houdt & Patrick Genard asociados

year
2015

disciplines
typography, graphic design, tactile, interior, event

creative Director & production
Jim Van Raemdonck

design
Phoebe De Corte (typography)

team Milan
An Tondeleir, Phoebe De Corte, Juliette Gerbaux, Lies Van Assche, Jim Van Raemdonck, Dries Caeckebeke, Kobe Mertens, Jonas Lievens

film & montage
The Others (Barcelona)

Communicatie en grafisch ontwerp door communicatiebureau Lavagraphics