Final RepoRt

WoRld expo 2010Shanghai

Final Report

WoRld expo 2010 Shanghai Cities Pavilion

“BetteR WateR – Best URBan liFe”

ContentS

a WoRD FRoM tHe BoaRD 5

1. intRodUCtion 6 tHe WoRlD eXPo 6 CHina – sHanGHai 9 WoRlD eXPo 2010 sHanGHai / URBan Best PRaCtiCes aRea 10

2. hoW the pRoJeCt CaMe aBoUt 13 Cities Pavilion Basel Geneva ZÜRiCH 13 BetteR WateR – Best URBan liFe: a CoMMon tHeMe 14

3. pRoJeCt oRganiSation 16 tHe tHRee Cities’ CollaBoRation 16 tHe assoCiation 17 oRGanisational CHaRt 18 Goals 19

4. exhiBition Content 20 PanoRaMiC FilM 21 Best-PRaCtiCe eXaMPles FRoM tHe tHRee Cities 22

5. paVilion deSign 26 DesiGn ConCePt 26 360°-PanoRaMa 27 FloatinG WalKWaY, Pool anD FoUntains 28 aUDitoRiUM 29 inteRaCtive toUCHsCReens 30 sHoP 30

6. opeRation and eVentS 32 oPeRation 32 events 33 visitoR nUMBeRs 36

7. pUBliCitY 37 WeBsite 37 tRi-CitY MeDia CaMPaiGn 38

8. pRoJeCt paRtneRS 39 9. FinanCeS 40 10. MileStoneS 42 11. Final ReMaRKS and ConClUSion 45 12. paVilion ContRiBUtoRS 48

PUBlisHinG inFoRMation 50

TheWorldExpohasdevelopedintooneofthemostimportantplatformsforsharingpastexperiencesandexchanginginnovativeideasandvisionsofthefuture.

a WoRD FRoM tHe BoaRD | 5

TheWorldExpo2010inShanghaihasgonedowninhistory.Biggerthaneverbefore,the2010Exposmashedthepreviousvisitorrecordandsetanewstandardfortheyearstocome.Italsolaunchedanewidea–theUrbanBestPracticesArea(UBPA).Forthefirsttime,thisgavecitiestheopportuni-tytoappearattheinternationalfairandtelltheworld something about themselves. Given thegrowingsignificanceofcitiesintoday’sworld,thiswasanimportantnewstep.

Cities from all over the world jumped at thechance. The UBPA gave visitors from China andelsewhere valuable insight into pioneering sus-tainable urban development projects in Europeandtherestoftheworld.AlthoughtheUBPAlayontheoppositebankoftheHuangpuRivertothemainsitewherethenationalpavilionswere,ourCitiesPavilionreceivedover2.2millionvisitors–afigurejustbelowthatoftheSwissPavilion.

Our “Better Water – Best Urban Life” pavilionin Shanghai also represented a milestone forSwitzerland as a whole. For the first time, thecountry’sthreelargestcitiesovercametheirlin-guisticandculturaldifferences,settingasidetheoft-asserted rivalry between Basel and Zürich,to launcha large-scale jointprojectandbring itto a successful conclusion together. The Basel,Geneva and Zürich teams cooperated creatively,harmoniouslyandeffectively.TheculminationofthissuccessfulpartnershipwasundoubtedlytheCities Day, which took place on 29 May 2010 inShanghai.Allthoseinvolvedintheprojectattend-ed,asdidmanymediarepresentatives.

What conclusions can we draw from the event?ThepavilioninShanghaiwascertainlyasuccess.Thethreecitiestookfulladvantageofthisuniqueopportunitytofostercontactsandtotelltheworldaboutthemselvesandwhattheyhavebeendoing.TheCitiesPavilionwasanimportantcomplementto the Swiss Pavilion, which focused mainly onthe country’s stunning countryside and tourismindustry,asitcontributedgreatlytoestablishinganew,moreurbanimageofSwitzerlandabroad.Theexperiencehasalsobroughtthethreecitiesclosertogether,makingotherjointprojectsadis-tinctpossibilityforthefuture.Wewouldliketotakethisopportunitytothankalloursponsorsandpartnersfortheirsupport.Withyourhelpwewereabletokeepthefinancialbur-denonthethreecitieswithinreasonablelimits.

CorineMauch MayorofZürich

GuyMorinPresidentoftheExecutiveCounciloftheCantonofBasel-Stadt

ManuelTornareMemberofGenevaCityCouncil

a WoRd FRoM the BoaRd

6 | intRoDUCtion

WorldExpos,orWorld’sFairs,functionratherlikeagalleryofhumaninspirationandthought.Theyconstituteplatformsfordiscussingandconfron-tingthechallengesthatfaceglobalsociety.

Hosted inLondon’sHydeParkback in1851, thefirst World’s Fair was a showcase of industrialandmanufacturingachievement thathadsome-thing of the character of a large village fête. Atthat time, the exhibitors were all housed underoneroof.Later,aftertheParisExpositionin1867,itbecamecustomaryfortheparticipatingnationsandinstitutionstopresenttheirculturalandtech-nicalachievements,newproductsandinventionsintheirownnationalpavilion.

The focusof the international fairshaschangedover the years. Nowadays they tend to addressglobalissuesandconsidersolutionstotheprob-

lemswefaceinthefuture.Amutualexchangeofinformationandpossiblesolutionsinthefieldsoftechnology, research, economics, communica-tion,cultureandentertainment liesat theheartofevery fair.TheWorldExpohasdeveloped intooneofthemostimportantplatformsforsharingpastexperiencesandexchanginginnovativeideasandvisionsofthefuture.

TheBureauInternationaldesExpositions(BIE)inParisistheumbrellaorganisationresponsiblefororganising the World Expos and selecting theirhostsandparticipants.

the WoRld expo

1. intRoDUCtion

WorldExposfunctionratherlikeagalleryofhumaninspirationandthought.Theyconstituteplatformsfordiscussingandconfrontingthechallengesthatfaceglobalsociety.

Over19millionpeopleliveinShanghai,makingitoneofthetenmostpopulouscitiesintheworld.Althoughlessthanacenturyagoitwasstillasleepyfishingtown.

intRoDUCtion | 9

With1.3billioninhabitants,thePeople’sRepublicofChinaisthemostpopulouscountryintheworld.At9.6millionsquarekilometres,itisthethirdbig-gestcountryintermsoflandarea.AlthoughChi-nastillcountsasanemergingmarket,itactuallyranksfourthamongtheworld’seconomies.

Themes like urbanisation, centralisation and in-ternationalisation have featured prominently inChina’seventfulhistory.Andalthoughonlyaround36percentofChina’spopulationlives incities (afigurewellbelowtheUN’sestimatedglobalaver-ageof55percent),thecountryhasmorethan170citiesthatarehometooveramillionpeople,andsevencitieswithover10millioninhabitantseach.

Over19millionpeopleliveinShanghai,makingitoneofthetenmostpopulouscitiesintheworld.Althoughthe“cityoverthesea”(theliteraltrans-lation of Shanghai) is now a national trailblazerandthecountry’smostimportantindustrialcen-tre, less thanacenturyago itwasstill asleepyfishing town. Today its harbour is the world’ssecond biggest container port. It is also China’smost important centre of culture and educationalongside Beijing, boasting numerous universi-ties, colleges, research institutes, theatres andmuseums.

Shanghai’s infrastructure was thoroughly over-hauled to cope with the rush of visitors to theWorld Expo 2010. This included connecting theExpogroundstoutilitiesandtransportationlinksaswellasdramaticallyexpandingthecity’spublictransportation–forexamplebyconstructingnewunderground lines and stations - and road net-works. New hotels were built and existing oneswere renovated; trees were planted and greenareas laid out. Authorities added English lette-ringtosignageacrossthecityandissuedrulesofconducttothelocalpopulation.Alltheseeffortsaimedtoserveasinglegoal: toshowthecitytotheworldfromitsbestside.TheheavyinvestmentinShanghai’sinfrastructure–officialfiguressug-gestitmayhavetotalledoverCHF50billion–arelikely to pay off, driving development in the cityandfurtherenhancingitsappeal.

China – Shanghai

10 | intRoDUCtion

As mentioned above, the majority of the world’speople live in cities and urban areas today, andthenumbersareincreasing.TheUNpredictsthat40years fromnowover75percentof theglobalpopulation will live in urban areas. For this rea-son, theorganisersof theWorldExpo2010cho-sethetheme“BetterCity–BetterLife” inordertofocusonurbanqualityoflifeandtoencouragepeopletocomeupwithideasandapproachesforhowthiscanbe improvedandproposesolutionsto thechallengesfacingcities in thefuture.ThisisofparticularrelevancetoChina,givenitslargenumberofcitieswithoveramillioninhabitants–butisalsoanissueaffectingthewholeworldsincewearewitnessingageneralflightfromthelandtourbancentreseverywhere.

TheWorldExpo2010washeldfrom1Mayto31October on a former industrial site totalling 5.3squarekilometresonbothsidesof theHuangpuRiver near Shanghai’s city centre. Visitors to the

ExpoParkhad theopportunity tovisit247pavil-ionserectedbyvariouscountries,cities,regions,international organisations and companies, andcouldalsostrollaroundtheriversidesiteanden-joytheviewoverthewater,theBundPromenadeandthedistrictofPudong.

TheMayorofShanghaiwasdelightedattheoppor-tunitiestheWorldExpopresentedtotheChinesepeople.“OneofourmaingoalsfortheWorldExpoin2010istobringtheworldtoShanghai,tobringitcloser toourpeople,asonlyvery fewChineseareabletotravelaroundtheworld.”Ontopofthat,Shanghaihadthechancetoshowcaseitsdiversity,its appeal as a city and the results of its effortsto promote sustainable environmentally-friendlydevelopment.TheExporepresentedauniqueoc-casionforShanghaitopresentitselfasaleadingglobalcity–bothdirectlytoExpovisitorsfromallovertheworld,andindirectlyviatheinternationalmedia–overthecourseofsixmonths.

WoRld expo 2010 Shanghai / URBan BeSt pRaCtiCeS aRea

intRoDUCtion | 11

The organisers counted over 73 million visitorsovertheentireperiodoftheExpo,exceedingtheirgoalof70million.TheExpoin2010wasthebig-gestever,bothintermsofthesizeofthegroundsandinregardtothenumberofexhibitorsandvis-itors.Asexpected,mostofthevisitorswereChi-nesekeentoexperiencetheworldfromwithintheconfinesoftheirowncountry.

the URBan BeSt pRaCtiCeS aRea (UBpa)Since the theme of urbanisation was so impor-tantatthisExpoandsincemanyoftheproblemsfacingtheworldtodayareissuesthathavetobedealt with by city governments, the organisersin Shanghai invited cities to participate along-side the different countries for the first time inExpohistory.Theorganisersthuscreatedanen-tirelynewarea,the“UrbanBestPracticesArea”(UBPA).Thisgavea limitednumberofspeciallyselected cities the opportunity to present theirexemplaryprogramsandprojectsthataimtofind

sustainable solutions to urban challenges. Theorganisers intended this area to show visitors,particularlythosefromcitiesinChinaandotherEast Asian countries, some possible approach-es to how such sustainable solutions might beachieved.Oftheover100applicationssubmitted,theorganiserschose56projectsfocusingonthequalityofurbanlife,whichwerepresentedonanareaofaround15hectares.

12 |12 | entsteHUnG Des PRoJeKts

TheeconomicpowerhousethatisChinahastakenonincreasingsignificanceforSwitzerlandanditsthreebiggestcities.

HoW tHe PRoJeCt CaMe aBoUt | 13

CitieS paVilion BaSel geneVa ZüRiChTheeconomicpowerhousethatisChinahastak-enonincreasingsignificanceforSwitzerlandanditsthreebiggestcities.ZürichhasbeentwinnedwithKunmingsince1982,andBaselwithShang-haisince2007.ThegovernmentsofthetwoSwisscitieswerethereforekeentorespondtotheExpoorganisers’invitationtoapplyforparticipationinExpo2010.

Initially,BaselandZürichsubmittedtwoentirelyseparateapplications.However,discussionswiththeExpoorganisersataninformationaleventinautumn2007revealedthatitdidnotmakesenseformultiplecitiesfromasmallcountrylikeSwitz-erland to make individual applications. On theinitiativeofGeneva,whichhadaseatontheUBPAinternationalsteeringcommittee,thethreeSwisscitiesdecidedinDecember2007toapplytogether– assuming their parliaments agreed. All threecitieswereeagertobepartofthishistoricevent,and joining forcesseemedtobethebestwaytoachievethis;goingitalonewouldhaveprovedfartoocostly.Thecitieschose“water”astheircom-montheme.

The three cities then initiated an invitation pro-cedure for theproject’scontentanddesign.Thewinning proposals were submitted by the firmsecos(content)andStauffenegger+Stutz(paviliondesign), both of which are based in Basel. Thusthe three cities were able to submit their joint

application by late January 2008 – in good timetomeetthedeadline.InMarchofthesameyeartheyreceivedconfirmationthattheirbidhadbeenchosenasoneof thebestprojectsby theUBPAinternationalselectioncommittee,meaning thatconcreteplanningcouldbegin.InJune2008adel-egationwithrepresentativesfromthethreecitiestravelledtoShanghaiforthefirsttimetogainanimpressionoftheconditionsonsiteandselectalocationforthepavilion.BecausetheSwisspro-jecthadbeeninitiatedatanearlystageandhadratedasoneofthetopsubmissions,thedelega-tionwasabletosecureaplotwithaverycentrallocation–andoneofthelargest,besides–forthepavilionduringnegotiations.

2. HoW tHe PRoJeCt CaMe aBoUt

14 | HoW tHe PRoJeCt CaMe aBoUt

BetteR WateR – BeSt URBan liFe: a CoMMon theMe

Numerous studies have revealed Basel, GenevaandZürichasamongthecitieswiththebestqual-ityoflife intheworld,afactthathasalottodowith their appealing location on clean and clearbodiesofwater.Waterhascountlesspracticalap-plicationsinourtownsandcities,bothdomesticand industrial,beingused fordrinking,cooking,wastedisposal,cooling,cleaning, transportationandenergygeneration.

Yet Swiss water remains unusually clean andpure,despitethefactthatitissoheavilyutilised.Mostpeoplearemorethanhappytodrinkthewa-ter from the cities’ taps and many public waterfountains and to bathe in our lakes and rivers,whosecleanlinesscontributesgreatlytoourcit-ies’generalappealandqualityoflife.Thiscleanwatersupplyistakenforgrantedbythepopula-tionofthethreecitiestoday,yetitwasn’talwaysthatway.Itwasonlythroughcareful,sustainablewater management and the cooperation of theentirepopulationthatsuchhighqualitycouldbeachieved,andthisistheonlywaytoensuresuchimpressivestandardsinthefuture.

Incollaborationwiththeexhibitiondesigners,thethreecitiesthusselectedtheslogan“BetterWater–BestUrbanLife” fortheirpavilion, focusingonthe interrelationshipbetween investment insus-tainablewatermanagementandurbanqualityoflife.Thepavilionwouldhavethreemainthemes:

1) Clean water is a significant determinant ofqualityoflifeincities.

2)Itispossibletorevivepollutedbodiesofwaterwithina relativelyshortperiodof time (30 to40years).

3) The institutions concerned can make proces-ses much simpler by consistently informing allstakeholdersandgettingtheminvolved.

With their pavilion, Basel, Geneva and Zürichaimedtopresentthreebest-practiceexamplesofhow once-polluted bodies of water could be re-vived.Theywantedtocommunicatethefollowingmessages:

1) Successful water management demands thesupportandparticipationofallusersaswellascorrespondinginvestments.

2) Improvementsmustbe fosteredandcontinu-allyfurthered.

3)Investingincleanwaterisworththecost.

Withtheirpavilion,Basel,GenevaandZürichaimedtopresentthreebest-practiceexamplesofhowonce-pollutedbodiesofwatercouldberevived.

16 | PRoJeCt oRGanisation

the thRee CitieS’ CollaBoRation

The application to participate in the 2010 WorldExpo marked the first time that Switzerland’sthreelargestcitieshadeverattemptedacollabo-rationofthiskind–onethatpresentedthethreeof themasagroup toboth theSwissand inter-national public. The cities’ goal was to presentthemselves in a positive light to a broad globalaudienceand improvetheirprofile inthefaceofincreasedglobalcompetition.

The advantages of a joint Expo appearance areobvious. The collaboration allowed the cities tocombine their financial and human resources,enablingamoreeffectivepresentationandgreaterpotentialresonance.Thejointprojectalsorepre-sentedagreatopportunitytostrengthenmutualunderstanding and collaboration within Switz-erland.

3. PRoJeCt oRGanisation

PRoJeCt oRGanisation | 17

3. PRoJeCt oRGanisation

the aSSoCiationThethreecitieswantedtheprojecttobeascol-laborative,effectiveandefficientaspossible, sothey founded a joint, legally independent asso-ciation to organise and implement the project.Called “World Expo 2010 Shanghai – Basel Ge-nevaZürich“,theassociationwasmodelledafterArt.60 ff.of theSwissCivilCode,and itsstatedpurposewastoplan,financeandexecuteajointappearanceattheWorldExpo2010inShanghai.

The association’s members were the Canton ofBasel-StadtandthecitiesGenevaandZürich.TheboardwasmadeupofthemayorsofBasel,Gene-vaandZürich.Togethertheymanagedthestrate-gicandpoliticalaspectsoftheproject,takingintoaccount therelevantstatutesandorganisation-alregulations. The board members were also inchargeofincorporatingandsupportingtheprojectin their respective executive, parliamentary andadministrative bodies. The association’s steeringcommitteemovedfromcitytocitysothateachoneheldthechairandthevicechairforoneyear.

Operationalmanagementandprojectimplemen-tationwerehandledbyaprojectcommitteeanddelegatedtoageneralmanagerhiredspecificallyfortheproject.

Thesix-personprojectcommitteewas inchargeof and responsible for the implementation ofpolitical and strategic decisions and for mon-itoringthegeneralmanagement.Thecommitteeincluded two representatives from each city. Itactively participated in all creative processes,suchasdecidingthecontentanddesignofthepa-vilionanddefiningtheeventconcept.Inaddition,itpromisedtotakeonoperationalresponsibilitiesamountingto20percentoftheworkloadforeachsubproject.Eachcityactedasafirst-contactco-ordinatinglocation,withBaselhandlingpublicity,Geneva answering HR and business questions,andZürichhandlinglegalissuesandevents.

The general manager oversaw the association’soperational,administrativeandfinancialtransac-tions, represented the association during trans-actions with third parties and was in charge ofoverallprojectmanagement.Thushisjobalsoin-cludedcoordinatingthethreecitiesandallotherparticipatinglocationsaswellaspreparingalltheoperationalprocessesfortheExpoappearancetoensurethesmoothexecutionofpavilionmanage-mentonsite.

18 | PRoJeCt oRGanisation

oRganiSational ChaRt

GENERALASSEMBLY

STRATEGICLEVEL

OPERATIONALLEVEL

BOARD

PROJECTCOMMITTEE

GENERALMANAGER

Sponsors

Agency

Accommodation Operation

Personnel Events

Agencies

GeneralContractor

Audio/ Video Pavilionconstruction

Architect

DesignInstitute

Sub-contractors

GeneralContractor UBPA Authorities

EVENTS/OPERATION

Events/Operation

SHANGHAI

PUBLICITYEXHIBITIONCONTENT

PAVILIONPLANNING/

CONSTRUCTION

GENERALCONTRACTORCONSTRUCTION

UBPA/Administration

))

PRoJeCt oRGanisation | 19

goalSTheboarddefinedthefollowinggoalsforthecit-ies’appearanceattheExpoinShanghai:

Theprimarygoalwastooffervisitorstothepa-vilion both information and entertainment at alllevelsoftheexperience.Theboardalsowantedtoprovidespaceforthetransferofspecialistknowl-edge,inaccordancewiththerequirementsoftheUrban Best Practices Area and the “Better Wa-ter–BestUrbanLife”project.Thegeneralpublic,specialistsanddelegationsfromothercitieswereto be given the opportunity to benefit from thethreecities’experiences.Theintentionherewastogenerateanexchangeofideasattheeconom-ic,scientific,technologicalandculturallevel.

AnotherimportantgoalwastopresentthethreecitiestotheChinesepublicfromtheirbestsides,toincreaseawarenessofBasel,GenevaandZü-richasappealingdestinations,andtostrengthentheir network of contacts in Asia. Expo 2010 inShanghaigavethecitiesauniquestagetopresentthemselves as innovative locations in the globalmarketplace.

Thegoalsweresummarisedinonesentence:Byparticipating intheWorldExpo2010,Basel,Ge-nevaandZürichwillbeabletoensuretheirpres-ence on the global stage, to share their experi-ences,andtoportraythemselvesasresponsible,cosmopolitancitiesthatcanmakeapositivecon-tributiontosolvingglobalproblems.

20 | eXHiBition Content

ThecitiesworkedwiththeBasel-basedfirmecosto create and realise the pavilion’s concept anddesign.Asdescribedabove, thefirm’sbriefwastocreateapaviliontopresentthe individualap-proachesthecitieshadtakentorevivebodiesofwater thatwereoncepolluted,and to illustrate,withaseriesofappealingimages,thedirectlinkbetweengoodwaterqualityandhighqualityoflifeincities.

Thepavilionwas to impart the followingcentralmessages:

• Clean water is a significant factor in deter- miningqualityoflifeincities.

• Itispossibletorevivepollutedbodiesofwater withinarelativelyshortperiodoftime(30to40 years).

• Successful water management demands the supportandparticipationofallusers,aswell ascorrespondinginvestments.

• Improvementsmustbeconsistentlysought,re- alisedandmaintained.

• Investingincleanwaterisworththecost.

4. eXHiBition Content

eXHiBition Content | 21

panoRaMiC FilM

These central messages were illustrated inoriginal film sequences from all three cities,asauthenticdocumentsofthequalityoflifeinBasel,GenevaandZürich.

Theeight-minute360°composition,shotbywell-known Swiss director and filmmaker Jürg Egliusingaspecialnewtechnique,wasprojectedontoa panoramic screen almost four metres high.Viewers were thus able to experience, in just afewminutes,awholedaybythewaterinBasel,GenevaandZürich.

Thefilmwasaccompaniedbysoundscapeespe-ciallycomposedandproducedbyChristianZehn-der and his team. Each city was given its ownharmoniouscompositionofvoices,birdsong,thevarious noises water makes and other sounds.Asophisticatedspeakersystemwasinstalledtoensure these magnificent compositions, whichwere produced with the support of the SUISAFoundation,weresuitablyconveyed.

4. eXHiBition Content

22 | eXHiBition Content

BeSt-pRaCtiCe exaMpleS FRoM the thRee CitieS

BaSel: The Rhine – a best-practice example ofhow to manage a wide range of different waterusages.

The Rhine flows through Basel. The proud riverhas shaped the city’s development throughouthistoryandfurtherheightenedqualityoflifehere.Thevariouswaterneedsconcentratedalongthecity’sthreekilometresofrivercanallbesatisfiedin a sustainable manner, and generally withoutany conflict of interests. The Rhine is a naturalresourceforbusiness,industryandresearch,aswellasatransportroute.Theresidentialproper-tiesalongtheriverareamongthebestinthecity,anditprovidesanimportantrecreationspacefor

inhabitants.Basel’smildclimateandthepurityoftheriverwaterheremakeswimmingintheRhinean extremely popular summertime activity. TheRhine’s waters are processed for drinking, andtheriveraddstothebeautyofthiscityofculture.

Inrecentdecades,everyonewhousestheRhinehasinvestedconsiderablesumsinprotectingtheriveranditswaters.Theseinvestmentsinthisim-portantnaturalresourcehavebenefittedthecity’seconomy,industryandresearchinstitutions.Andbecause the presence of such a clean river en-hancesitsappeal,Baselhasbeenabletoattracthighly-skilled workers from all over the world.Thus major companies based in Basel have in-

Thepavilionfeaturedtouchscreensshowingthreebest-practice examples for how to revive once-pollutedwaters.Visitorscouldusethescreenstoviewfiveinteractiveshortfilms,whichtheycouldselectindividually,andthusgaininsightintothe

exemplarywaysthethreecitieshavetackledwa-termanagement.ThefirmGeonexproducedthe“citymagazine”filmsforBaselandZürich,whileCapimagGEcreatedGeneva’sfilm.

eXHiBition Content | 23

vested in their headquarters along the banksof the Rhine, and many new companies havemovedhere,aswell.Investmentswillcontinuetobemadeinprotectiveandpreventivewaterman-agement methods in the future, and the use ofinnovativetechnologieswillallowqualitycontroltechniquestobecontinuallyimproved.

geneVa:RenaturalisationofLakeGeneva–pub-licityandparticipation

FortyyearsagoLakeGenevawassopollutedthatexperts feared its demise was imminent. It wasnotinapositiontorecovernaturally,andsohu-mankindsteppedintoundoitsoldmischief.Firststepstorevivethelakeweretakeninacampaignto clean up the banks, involving representativesfromthepublicsector,privateenterprises,civicorganisationsandscientists.

The authorities and various concerned organ-isationsgot together to launch furtherdrives to

cleanupthelake,mobilisingthousandsofvolun-teerswithahighlyoriginalinformationcampaignincorporating, for example, specially createdcomicsandcartoons.Nowaspecialcharterlaysdown13rulesfortheprotectionofLakeGeneva.

Thesedays,thelakeisapopularlocationforvari-ousleisureactivities.Itswaterscanalsobeusedtoheatandcoolbuildings,andvariousresearchprojectsarebeingconductedthere,aswell.TodayLakeGenevaisanimportantfreshwaterreservoirandhometoavaluableeco-system.

ZüRiCh: Outstanding drinking water thanks toplanningandnaturalpurification

Its crystal-clear lake is Zürich’s calling card.Situated right in the middle of the city, it isthe local residents’ recreation area of choice,a place where people can swim, stroll or justenjoy sitting by the water. The clean lake andtheexcellentfreshdrinkingwaterfromtheover

24 | eXHiBition Content

1,200 public drinking fountains are major con-tributingfactorstotheoutstandingqualityoflifeenjoyedbythepeopleofZürich.

LakeZürich isalso thecity’sreservoir,covering70percentofZürich’stotaldrinkingwaterneeds.Andthewaterisdelicious!Itisprocessedasnatu-rallyaspossible,usingnaturalfiltersandozone,and it contains no added chemicals or chlorine.As well as modern analysis equipment, qualitycontrollersuselivingcreaturessuchasrainbowtroutanddaphnia(smallplanktoniccrustaceans),whichactasindicatorsofwatercontaminationbyexhibitingbehaviouralchanges.

Sustainable urban planning considers the watertreatmentcyclefromtheverybeginning.Thefact

Inadditiontofeaturingbeautifulshotsofthecitiesandtheirlakes,the“citymagazine”filmsinthepavilionpresented informative factsandfiguresandincorporatedbriefmessagesinEnglishandMandarin.Thefilmswereshownonthethreebigscreensintheauditorium,onthenineinteractivemonitorsinthewalloutsidetheauditorium,andontheconsolesintheentryarea.Thelattertwoviewingoptionsalsoallowedvisitorstoindividu-allyselectmodules–aswasalsopossibleonthepavilion’swebsite(cf.thechapteron“Publicity“).

thatZürich’swatersaresocleanislargelythanksto the city’s comprehensive waste water sys-tem,whichisrunbythecitygovernment.Wortharound CHF 4 billion, it is financed by fees thatareappliedaccordingtotheamountofwastewa-tergenerated.Noonemakesaprofitfromthesefees;theysimplycovercosts.

Thecity’sstreamsalsoplayaroleinthissustain-ableurbanplanning.Afterbeingreleasedfromtheundergroundcanalstowhichtheyhadbeenlargelyconfined,theywerenaturalisedasfaraspossibleandnowgreatlyenhancetheappealofresidentialareas,providinghabitatsforanimalsandplantsandhelpingcreateapleasantmicro-climate.

Thevariouselementsinthe“BetterWater–BestUrban Life” pavilion were consciously aimed ata chiefly Chinese audience. For example, all thetexts were produced in Mandarin and English.However,inordertoreachasmanypeopleaspos-sible,theorganisersprimarilyselectednon-verbalmeansofcommunicationsuchasimages,sounds,lightandmovingwater.Visitorscouldexperiencethe pavilion’s highlights in just a few minutes iftheychose,butwerealsoinvitedtostaylongerandexploretheirinterestinthetopicmorethoroughly.

Inordertoreachasmanypeopleaspossible,theorganisersprimarilyselectednon-verbalmeansofcommunicationsuchasimages,sounds,lightandmovingwater.

26 | Pavilion DesiGn

deSign ConCeptBaseldesigncompanyStauffenegger+Stutzwasselectedinaninvitationproceduretodesignthepavilion. Expomobilia AG from Effretikon in theCanton of Zürich was responsible for the con-struction and technical implementation. It beattwo other Swiss candidates in a separate invi-tationproceduretochooseageneralcontractorfortheproject.ExpomobiliaAGbelongstoMCHGroupSAHolding.

TheSwissCitiesPavilioncoveredover740squaremetresandoccupiedaprominent,centralposi-tioninHallB4_1intheUBPA.Itwassurroundedby the Paris, Bilbao, Malmö, Prague and Osakapavilions.Withsuchdiverseoccupants, thehallasawholeofferedvisitorsanimpressivevarietyofinfotainment.

Striking a balance between progressive urbandevelopmentandthepreservationofnaturalre-sources is one of the biggest challenges facinghumanity in the future. The designers aimedto incorporate possible solutions to this prob-lem in their pavilion. They also sought ways ofguidinglargenumbersofvisitorsthroughtheex-

hibition,therebyeliminatingqueues.Atthesametime,thebuildinghadtoappearspacious,openand inviting from every angle. These design re-quirementsreflecteddailylifeinthethreeSwisscities,whereavastrangeofdiverseusagesexistsidebyside.

It was expected that the pavilion would receivea large number of guests. To welcome them, awalkwayapparentlyhoveringaboveapoolofwa-terledtoaplatformsurroundedbya360°pan-oramicprojectionscreen,20metresindiameterand4metreshigh.

The visual language of the circular screen andthe pool stood in striking contrast to the poly-gonaldesignofthewalkway,whichnavigatedthehall’scolumns insharpcornersandangles.Thecurved lines symbolised harmony, while the an-gularshapesrepresentedanurbanenvironment.However,asdifferentastheywere,bothelementscombined to create a creative whole. The entirepavilionwasreflectedinthepool,whichperfectlyarticulatedtheharmonyofcontentand formex-pressedinthedesign.

5. Pavilion DesiGn

Pavilion DesiGn | 27

360°-panoRaMa

The360°panoramaplatformat theheartof thepaviliontookaudiencesonaflyingvisittoBasel,Geneva and Zürich. Innovative film technology

showed 24-hour time-lapse documentary filmsdemonstrating the high standard of living thatmakesthelakesidecitiessounique.

5. Pavilion DesiGn

28 | Pavilion DesiGn

Floating WalKWaY, pool and FoUntainS

Visitors traversing the all-white walkway couldset off interactive fountains that sent waterarching overhead and splashing into the poolbelow.Thisplayfulfeaturereferredtothevitalityofwaterandcreatedalinkbetweenthepooland

thewalkway.Visitorscouldrelaxaroundtheedgeof thepoolandquenchtheir thirstatoneof thetwodrinking fountains,whichwere fedbywatertreatedatthepavilionitself.

Pavilion DesiGn | 29

aUditoRiUM

In the 100 square metres open auditorium, vis-itorscould takeabreakononeof thesofasde-signed and produced especially for the pavilion.There, they could learn about sustainable watermanagement from films being shown on threelarge screens. The multifunctional auditorium

couldalsobeclosedoffandusedasavenueforeventswithupto80guests.State-of-the-artpres-entationtechnologyandvariableseatingmadeitideal forthediverserangeofeventsheldbytheassociation, the three cities, their partners andthirdparties.

30 | Pavilion DesiGn

inteRaCtiVe toUChSCReenS

Shop

Nine touchscreen monitors were fitted on theouterwalloftheauditoriumandonapanelinthe

frontpartofthepavilion.Visitorscouldusethemtonavigatetheinteractive“citymagazine”films.

The pavilion shop featured a range of sustain-ably produced products: solar mobile-phonechargers,watersprayspoweredbyair-pressure,T-shirts,hats,leatherwallets,nailclippers,keyringsandlanyards.

Theshopdidaroaringtrade,withthecompara-tivelymoreexpensiveproducts(RMB150rough-

ly equals CHF 25), proving particularly popularamongChinesevisitors.ManagedindependentlybytheSwissmerchandisingcompanyAdcom,theshopcontributedashareofitsprofitstotheCit-ies’ Pavilion. It generated total revenue of CHF160,000.

32 | oPeRation anD events

opeRation

Thepavilionwasrunbyamanagerandassistantmanager. Both women had Swiss and Chinesebackgrounds. They were recruited in Switzer-land,wheretheyreceivedrigoroustrainingbeforemovingtoShanghaiforthedurationoftheWorldExpo.Together,theywereresponsibleforensuringthateverythingatthepavilionransmoothly.

Basel,GenevaandZürichtookitinturnstosendadelegatetotheExpofortwomonths.Eachdel-egaterepresentedall threecities.Theywerethefaceofthecitiesatpubliceventsandmaintainedrelationshipswithothercityandcountrypavilions.

Therestofthepavilionteamcomprisedpavilionguides, sales staff, security personnel, techni-cians and cleaners. They were recruited exclu-sively in China, which made sense from an or-ganisationalandfinancialperspective.However,it did mean that despite intensive training thestaffsometimeslackedkeyknowledgeofSwitz-erland and the three cities, and could not fullyidentifywith thesubjectmatter.Toaddress thisproblem, the team received additional trainingthroughouttheExpo.

6. oPeRation anD events

oPeRation anD events | 33

eVentS

Four official events, all related to the theme ofwater,wereheld in thepavilion.Beforehand,aninvitation procedure was conducted to select anevent agency to organise these. Rufener eventsLtd.fromZürichwonthecontract.DuringthesixmonthsoftheWorldExpo,thethreecitiesworkedwith theagency toarrange the four jointeventsdetailedbelow.

openingTheOpeningCeremonywasheldon2May,onedayaftertheofficialopeningoftheWorldExpo.After Zürich city councillor Ruth Genner, of-ficiallyrepresentingallthreecities,declaredthepavilion open, guests were free to explore thepavilionforthefirsttime.Expertswereonhandtoofferinformationandanswerquestionsonthebackground to theproject.Aprofessionalwatersommelierguidedgueststhroughtastingsofse-

lectedmineralwaters.Thehighlightoftheeventwas the “Tausendwasser” show by the RigoloNouveauCirque.

CitieS daYOn 29 May, the Mayor of Geneva, Manuel Tor-nare, and his counterparts Guy Morin and Co-rineMauch fromBaselandZürich respectively,welcomedgueststotheofficialCitiesDayattheSwissCitiesPavilion.

Thiseventwasalsoall aboutwaterand its im-portance for urban populations. Guests to thepavilion heard pre-recorded stories and anec-dotes about water, told by Chinese and Swissnarrators. A special Cities Day show was per-formedonthestage in thecentralUBPAPlaza.GuestsandExpovisitorscametogethertoformawaterorchestra,whichconvincinglyportrayed

34 | oPeRation anD events

a thunderstorm. A Swiss choreographer devel-opedanaccompanyingdancewithChineseper-formers and a band featuring Swiss improvisa-tionalmusicianRenéKrebs.

SWiSS daYThe official Swiss Day at the World Expo 2010took place on 12 August. The Cities Pavilionworked with the Swiss Pavilion to provide theguests with an attractive programme of events.Doris Leuthard, President of the Swiss Confed-eration,andtheDeputyMayorofShanghaivisitedboth pavilions together and were treated to aguidedtouroftheexhibitions.

AnotherhighlightofSwissDayfortheCitiesPavil-ionwasSwissartistTedScapa’sperformanceontheUBPAPlazastage.Withastonishingrapidity,heconjuredupadrawinginspiredbythetheme“Water and the Swiss” on a huge white canvas.ScapainvitedtheguestsandExpovisitorstojoinhim on stage to add colour to the picture, andtheyquicklysettoworkwithbrushesandpaints.

CloSing and FiniSSageElementsfromtheprecedingthreeeventswerebrought together in an exhibition to mark theclosingoftheWorldExpo.On17Octoberthepa-vilion welcomed guests to the finissage, whichlookedbackonsixmonthsofhardworkandsuc-cessful collaboration. The event welcomed the

whole pavilion team and representatives fromother UBPA city pavilions and selected coun-trypavilions.AbandandafamouslocalDJper-formedonastagesetupoverthepavilionpool.TheeventallowedteamsfromthedifferentcitiesandcountriestocometogetherandcelebratetheendofasuccessfulWorldExpo.

CitY WeeKS and otheR eVentSDuringtheExpo,thethreecitieseachorganisedindividualCityWeeks.Theyfeaturedprogrammesonbusinessdevelopment,specialistthemes,cul-ture,highereducationandsustainability.Memo-rablemomentsincludedtheconcertsbyAndreasVollenweider&FriendsduringtheZürichweek,the Basel Symphony Orchestra’s performancetomarkthesigningofanewMoUaspartofthetwinningofBaselandShanghai,andtheFonda-tiondelaHauteHorlogerieexhibitionheldduringtheGenevaWeek.

Otherinstitutionsandpartnersalsoheldeventsinthepavilion.ThemostglitteringamongthemweretheTourismDaysheldbytheBasel,GenevaandZürichtouristoffices;thevisitbySwissFed-eral Councillor Micheline Calmy-Rey; the LakeGenevaRegionWeek;theSwissNationalDay(1August) festivitiesorganisedwith theSwissPa-vilion;andthevisitbytheBoardofDirectorsandtheExecutiveCommitteeofNovartis,oneofthepavilionpartners.

TheclosingpartyattheCitiesPavilionallowedteamsfromthedifferentcitiesandcountriestocometogetherandcelebratetheendofasuccessfulWorldExpo.

36 | oPeRation anD events

ViSitoR nUMBeRSAlthoughthepavilionwelcomedfarfewervisitorsthanhopedinthefirstfewweeks,numbersgrewrapidly as the Expo went on. This was in part aresult of implementing the suggestions for im-provement in signage and visitor managementthattheUBPAexhibitorshadjointlypresentedtotheExpomanagement.Pavilion visitornumbersreached their peak on 16 October, when 38,000

oVeRVieW oF oFFiCial ViSitoR nUMBeRS:

peoplecamethroughthedoors.Thefollowingdaybrought the grand total to over two million. Ac-cordingtoofficialExpofigures,2,283,000peoplevisited the Cities Pavilion during the six-monthexhibition.This farexceeded the initial targetof1.5million.TheSwissPavilionwelcomed2.8mil-lion,whiletheExpoasawholeattractedover73millionpeople.

CitieS paVilion WoRld expo total

May 200,000 8,000,000

June 486,000 13,150,000

July 415,000 13,790,000

August 393,000 12,460,000

September 301,000 9,690,000

October 488,000 15,990,000

total 2,283,000 73,080,000

PUBliCitY | 37

WeBSiteBasel, Geneva and Zürich worked with Futu-recom interactive AG to develop a joint web-site (www.basel-geneva-zurich.org). AvailableinEnglishandChinese,itprovidedinternationalaudienceswithkeyinformationonthecities’jointpresenceattheWorldExpo2010inShanghai.Themultimediasitecontainedgeneralinformationonthe Swiss Cities Pavilion, news and programme

Fromtheoutset,allthreecitiesfavouredacoor-dinated,unifiedpublicitystrategy.Stauffenegger+Stutzwascommissioned todevelopauniformcorporate design, and the numerous publicitymeasuresbeforeandduringtheExpowereplan-nedandimplementedinclosecollaborationwiththethreecities.Ajointwebsiteandacollabora-

details, media resources, sponsor portraits andprofiles of Basel, Geneva and Zürich with pho-tosgalleriesforeachcity.Italsofeaturedawiderange of films and factsheets with interestingbackground information on exemplary watermanagementpracticesinthethreecities.Lastly,websitevisitorscouldalsoaccessthefilmshownonthepanoramicscreeninthepavilionitself.

tive media campaign were at the heart of thestrat-egy, which also involved printing 500,000postcards inEnglishandChineseandflyersen-titled“WaterisLife“.Thesewerethenhandedoutto visitors. Basel, Geneva and Zürich also ran avarietyofseparatepromotionalactivitiestopubli-cisetheirappearanceattheWorldExpo.

7. PUBliCitY

38 | PUBliCitY

tRi-CitY Media CaMpaignAPRcampaigninSwitzerlandandChinaaccom-panied the World Expo appearance of Basel,GenevaandZürichbeforeandduringtheexhibi-tion.ThePRactivitiesinChinawereimplementedincollaborationwithBursonMarstellerSwitzer-landandShanghai.

Media professionals received a comprehensivemediapackinEnglishandChinesethatcontain-edcityprofiles,biographies,mediareleasesandvarious factsheets. Even before the World Expostarted,ahighlevelofmediainterestwasgener-atedthroughamediabriefingheldon7Decem-ber 2009 at Exhibition Center Basel and by is-suingavarietyofmediareleases inSwitzerlandandChina.DuringtheWorldExpo,mediaactivitiesconcentratedonselectedprogrammehighlights:

• TheOpeningCeremonyon2May2010

• SwissCitiesDayon29May2010(mediabrief-ing in Shanghai with Mayor of Geneva ManuelTornare,MayorofZürichCorineMauch,andPres-identoftheCantonofBasel-StadtGuyMorin)

• SwissDayon12August2010,whichculminatedinavisittotheSwissCitiesPavilionbythePres-identoftheSwissConfederationDorisLeuthard

AttheendoftheWorldExpo2010,thethreecitiesissuedamediareleaseinSwitzerlandandChinaaboutthesuccessoftheirjointparticipation.Thecampaignalso involvedpublishingspecialistar-ticlesandinterviewsintheChinesemediaaboutthe Cities Pavilion and about Basel’s, Geneva’sandZürich’sexpertise insustainablewaterma-nagement.

Themediacampaignattractedaremarkablypos-itiveresponseinChinainparticular–asselectivemedia monitoring by Burson Marsteller reveals(whilenotclaimingtobeexhaustive).Ofthe168media reports captured, 34 articles appearedpriortotheWorldExpo.Forty-sixarticlesfocusedon joint events during the exhibition (OpeningCeremony: 12 articles; Cities Day: 23 articles;Swiss Day: 8 articles; World Expo finissage: 3articles). The campaign also generated a greatdeal of media attention during the City Weeks.ReportsfeaturedinpopularChinesemediasuchasChinaCentralTelevision(China’sbiggestTVchannel), Global Times (circulation: 2 million.),Shanghai Morning Post (circulation: 500,000),Shanghai Evening Post (circulation: 500,000),WenhuiDaily(circulation:420,000),JiefangDaily(circulation:400,000)andOrientalDaily(circula-tion:400,000).

Inaddition to the jointmediacampaign,eachofthethreecitiesranseparatelocalcampaigns.

PRoJeCt PaRtneRs | 39

The success of “World Expo 2010 Shanghai –BaselGenevaZürich”wouldnothavebeenpos-siblewithoutthecompaniesandinstitutionswholenttheirgeneroussupporttotheproject.

Havingdefinedtheprojectduration,theconstruc-tionanddesignrequirements,anddetailsregard-ingoperation,eventsandpublicity,theinitiatorsbegan a targeted search for project partnersin August 2009. The project committee and thegeneralmanagement,incollaborationwithSwissmarketing agency Grand Chelem ManagementSA,developedamarketingconceptwithdifferentcategories and levels of private-partner invest-ments.

Despitetheglobalfinancialcrisis,whichmadeitmoredifficulttofindpartnersandwasthereasonforaninterimreductionofthebudgettoCHF4.5million,theinitiatorssucceededinfindinganum-ber of well-regarded, high-profile partners. Theassociationandthecitieswouldliketotakethisopportunitytothankthemall fortheir indispen-

sablesupport.Without their fundingandcollab-oration,thepavilionprojectwouldnothavebeenthesuccessitwas.Theprojectpartnerscontrib-uted a total of more than CHF 1.7 million plusadditionalcontributionsinkindworthinexcessofCHF500,000.

Thepavilionpartnerscomprisedthefollowingcompaniesandinstitutions:

8. PRoJeCt PaRtneRs

PresentingPartner:

novartis

MainPartner: MCH Group

Co-Sponsors: titoni, swiss Re

Supplier: swissôtel, swiss, Wenger, heidi.com, Rabtherm

Institutions: Kanton Zürich, lake Geneva Region, stiftung Finanzplatz Basel

40 | FinanCes

At the founding of the association, the three cit-iesagreed toeachpayamembership feeofCHF100,000.Thiscoveredthecostsfortheinitialisationandplanningphasein2008.ThecitiesalsoagreedtoeachcontributeamaximumofCHF900,000 totheprojectin2009and2010.Theseamounts,rep-resentingamaximumofCHF1million,werecon-firmed either by the City or Government Councilor the Parliaments. Throughout the project, theboardandtheassociationtookcaretoensurethat

the participants complied with the budgets andcontractual agreements and obligations. Thismeantthat,despitenumerousunknownquantitiesin the planning and implementation, the projectwascompletedwellwithinbudget.

After the final audit, the association accountsettlement, through which all contracts and pay-ments were concluded and processed, producedthefollowingfigures:

9. FinanCes

expenditURe

Description TotalinCHF

Pre-projectandinitialisation 300,000

Projectmanagement 368,000

Pavilionconstructionandtechnology 1,812,000

Paviliondesign 215,000

Exhibitioncontent 492,000

Operation 1,191,000

Publicity 298,000

Travel,taxes,miscellaneous 458,000

total expenditURe 5,134,000

inCoMe

Description TotalinCHF

Cities’membershipfeesandprojectcontributions 2,844,000

Third-partycontributions 2,290,000

total inCoMe 5,134,000

Thesuccessof“WorldExpo2010Shanghai–BaselGenevaZürich”wouldnothavebeenpossiblewithoutthecompaniesandinstitutionswholenttheirgeneroussupporttotheproject.

42 | Milestones

10. Milestones

2007

Summer a limited number of selected cities are invited to apply to participate in the Urban Best Practices area (UBPa) at the World expo 2010 shanghai

Autumn Basel and Zürich submit separate applications

December Basel, Geneva and Zürich decide to submit a joint application for expo 2010; invitation procedures are launched for pavilion design and exhibition content

2008

January the winning projects are announced: ecos / stauffenegger + stutz

LateJanuary Basel, Geneva and Zürich submit a joint application entitled “Basel Geneva Zürich. Better Water – Best Urban life“

LateMarch an international committee selects the swiss cities project that will appear at expo 2010

29May President of the executive Council G. Morin (Basel), Mayor M. tornare (Geneva) and Mayor e. ledergerber (Zürich) sign the agreement on the cities’ joint appearance

2June the cities’ joint appearance at the World expo 2010 is announced

6August the “World expo 2010 shanghai – Basel Geneva Zürich” association holds its inaugural meeting

August the search for sponsors begins

August Daniel Rupf is appointed as general manager and overall project manager

30September the revised pavilion concept is submitted to the UBPa

Milestones | 43

2009

19March Kick-off meeting to refine details of the pavilion content

April expomobilia aG appointed as general contractor for the construction

12May Final pavilion concept submitted to the UBPa

11June Final decision on the exhibition content and films

July–August Film shoots in the three cities for the panoramic film and the “city magazine” films

4–7December trial construction of part of the 360° panoramic screen at exhibition Center Basel

7December Media conference held at exhibition Center Basel with guided work-shop tours and film screenings incl. sound composition

7December launch of pavilion website www.basel-geneva-zurich.org

December Rufener events ltd BsW selected as event organiser

2010

January Construction begins on pavilion in the UBPa area in shanghai

April Pavilion construction completed

1May official opening of the World expo 2010 shanghai

2May official opening event of the Cities Pavilion

20–28May Basel City Week

29May Cities Day at the pavilion attended by M. tornare, Member of Geneva City Council, C. Mauch, Mayor of Zürich, and G. Morin, President of the executive Council of the Canton of Basel-stadt

30May–5June Zürich City Week

8–11August Basel-shanghai Days

12August swiss Day with visit by swiss President Doris leuthard

4–15September Geneva Days

17October official closing event with final exhibition and pavilion party

31October World expo 2010 shanghai officially ends

44 |44 | FinanZen

Final ReMaRKs anD ConClUsion | 45

ThethreecitieshaveeveryreasontobeproudofwhattheyachievedattheWorldExpo2010.Thankstoacollaborativeapproachacrosstheboard,theprojectparticipantssucceededinmeetingallthetargetstheyhadjointlydefinedpriortotheExpo.

They also managed to generate an impressiveamountof interestinthepavilion,withthenum-berofreportsintheChinesemediaexceedingallexpectations. Unfortunately, the Cities PavilionremainedintheshadowoftheSwissPavilion–andwasevenoftenmistakenforit-inthepressbackhome.Theboardandtheprojectcommitteeaimedtoattractatleast1.5millionpeopletothepavilion.Thefinal total farexceeded this,withalmost2.3millionvisitorsoverthesix-monthperiod.

Thetopprioritieswhenitcametoimplementingtheprojectwere toremainwithinbudgetand toensure that thecitiesdidnothave tocontributemorethantheplannedCHF1millioneach.Asaresult, the project was subject to rigorous costmanagementandcarefulbudgetingfromtheout-set. And it paid off: not only did the pavilion re-mainwithinbudget,therewasenoughmoneyleftoverfortheassociationtoprovidethecitieswithextrafundingfortheirCityDaysand,afterprojectcompletion,witharefundofCHF160,000.

Collaboratingwiththeprojectpartners–inpar-ticularthePresentingPartnerNovartis,theMainPartner MCH Group and the Co-sponsors Titoniand Swiss Re – put the project on solid footing.Working together to design and implement theprogrammehelpedtoturnthepavilionintoasuc-cessfulpublic-privatepartnership.

Alljointeventsransmoothly,andallservicesandguarantees contractually agreed with the com-mercialpartnersweredelivered in full.Asare-sult,thepartnersalsoconcludedthattheirinvolve-mentintheCitiesPavilionhadbeenasuccess.

Thehighqualityofthebuildingfabricmeantthatsignificantlyfewerresourcesthanexpectedwererequired for ongoing maintenance work and forreplacingconsumables.Thepavilionand inpar-ticular its flexible, multifunctional auditoriumprovided the perfect event venue. In retrospect,however, it became clear that better use couldhavebeenmadeofthis.AttheExpoitwasevidentthatvisitorsvaluedeventsofallkindsextremelyhighlyandwereverykeentoattendthem.Eventsshould therefore receive a larger share of thebudgetforfutureWorldExposandsimilarshowsand exhibitions. It would also have made sensetoinstallakitchenandair-conditioningsysteminthepavilionitself,sincethiswouldhaveimprovedthe service offered to guests at the events. Al-thoughtheUBPAmanagementhadcategoricallyprohibitedexhibitorsfrominstallingthesefacili-ties,theprojectorganiserscouldhavejoinedto-getherwithotherpavilionstooverturntheban.Itshouldalsobenotedherethatwhileexpertstookadvantage of the interactive screens to explorethe“citymagazine”films,theoverwhelmingma-jorityofvisitorsdidnotusethetechnology.Sim-pler,moreaccessiblecontent thatvisitorscoulddirectly interactwithwouldhavebeenmoreap-propriate and effective. Nevertheless, the UBPAandanumberofChinesespecialistspraisedtheCitiesPavilionforitsinterestingandeducationalpresentationofitsbestpractices.

11. Final ReMaRKs anD ConClUsion

46 | Final ReMaRKs anD ConClUsion

In general, all pavilion operations, which wereorganisedincooperationwiththeChineseimple-mentationagency, ransmoothlyandsatisfacto-rily.Thiswasinlargepartthankstothetirelessdedication of the pavilion management team.The decision to have a representative from oneofthethreecitiespresentthroughouttheWorldExpo2010–whichwastakenwiththepavilion’sprofileinmindandwithaviewtosupportingthemanagement team – proved to be an extremelyhelpfulandnecessaryone.Theonly failingwasthatthestaffrecruited inShanghai forfinancialreasonsfailedtoidentifyashopedwiththethreecities and with Switzerland, despite intensivetrainingbeforeandduringtheExpo.Thecollabo-rationwiththeteamfromPräsenzSchweiz,whowereresponsiblefortheSwissPavilion,workedextremelywell,bothbeforeandespeciallyduringthe World Expo. As a result, the Swiss Pavilion

organisers saw the Cities Pavilion as an exten-sionoftheirworkandnotasacompetitor.

Withregardtotheassociation’ssustainabilityde-mands,itshouldbenotedherethatallaudioandvideotechnologyusedinthepavilionwastrans-ported back to Switzerland, where it is beingput to furtheruse.All furniture,stands,pictureframes, lockers and devices that remained inShanghaiwillgotothenewnot-for-profitYKPaoSchoolaspartofa“GreenCaseProgramme”.Ontheinitiativeoftheassociation,theMalmö,Lon-don,PuducherryandAlsacepavilionsalsogavetheirsupporttothisprogramme.Theywerejoin-edby theCisco,NewZealand,UKandPortugalpavilions, by the NGOs Joint US-China Collabo-ration on Clean Energy (JUCCCE), Green IdeasGreen Actions (GIGA), S.H.E Advisory (SHE) andtheorganisationParsonsBrinckerhoff.

Final ReMaRKs anD ConClUsion | 47

The guiding principle was “the project is all-important–itistheboss”.Thesewerenoemp-ty words; they were followed to the letter. As aresulttheconcernsvoicedonvariousoccasionsat the start of the project – regarding whetherit would actually be possible to organise theproject with the three cities on equal footing –provedunfounded. There were a number of an-imated discussions, but the parties involved al-ways conducted them in a constructive, goal-orientedmanner.Thismeant that thedecisionsreached were acceptable to all three cities andconformed to the project requirements and ob-jectives.

Inconclusion,wecanconfirmthatthecitiestookfull advantage of the opportunity to participatein this historic event. From the outset, all threecities played an active role in the city network

thattheydeveloped.ThepavilionprovidedChinaandallExpovisitorswithafittingrepresentationofBasel,GenevaandZürich,andofSwitzerland.It succeeded in strengthening awareness of thethree cities in China and in developing impor-tantlinksbetweenthetwocountries.Ideally,theparties involved will maintain these links in fu-ture,asthiswillallowtheSwisscitiestopassontoothercountriestheirexperienceandexpertisein sustainable water management – and to en-surethatthetheme“BetterWater–BestUrbanLife”liveson.

48 | Pavilion ContRiBUtoRs

12. Pavilion ContRiBUtoRsWorldExpoAssociationBoard dr elmar ledergerber,formerMayorofZürich(until21June2009) dr guy Morin,PresidentoftheExecutiveCounciloftheCanton ofBasel-Stadt Manuel tornare,MemberofGenevaCityCouncil Corine Mauch,MayorofZürich(from22June2009)

ProjectCommittee Sabine horvath,HeadofAussenbeziehungenund Standortmarketing(ABSTM),DepartmentofPresidential AffairsoftheCantonofBasel-Stadt Baptiste planche,HeadofMarketingCooperationsABSTM, DepartmentofPresidentialAffairsoftheCantonofBasel-Stadt Sami Kanaan,DirecteurduDépartementdelacohésionsociale,de lajeunesseetdessports,CityofGeneva thomas Wenger,Conseillerdedirection,Départementdela cohésionsociale,delajeunesseetdessports,CityofGeneva Brigit Wehrli,DirectoroftheOfficeforUrbanDevelopmentZürich, DepartmentoftheMayoroftheCityofZürich Mirjam Schlup Villaverde,DirectorofSocialServices, SocialDepartmentoftheCityofZürich

AssociationGeneralManager daniel Rupf,Rufenerevents,Zürich deborah Jud,Assistant,Rufenerevents,Zürich

OverallProjectManager daniel Rupf,Rufenerevents,Zürich

Exhibitionandcontent daniel Wiener,ecos,Basel Barbara glättli,ecos,Basel

Design Christian Stauffenegger,Stauffenegger+Stutz,Basel anja lehmann Bächtold,Stauffenegger+Stutz,Basel Christoph Stadelmann,Stauffenegger+Stutz,Basel

GeneralContractor ExpomobiliaAG,Effretikon peter Rütimann,ProjectManager

Panoramicfilm Martin Moll,Geonex,Zürich Jürg egli,frameeleven,Zürich

Filmmusic Christian Zehnder,Basel

Pavilion ContRiBUtoRs | 49

BaselandZürich“citymagazines“ geonex,Zürich frame eleven,Zürich

Geneva“citymagazine“ Cap image,Geneva

Technology Winkler,Wohlen

PRandpublicity dominik lachenmeier,HeadofPublicityABSTM, DepartmentofPresidentialAffairsoftheCantonofBasel-Stadt Burson Marsteller,Zürich&Shanghai

Website Futurecom interacitve ag,Zürich

Sponsors GrandChelemManagementSA,Morges Julien Finkbeinerand dany Faigaux

Events Yves Bisang,ProjectManager ForeignAffairsDepartment,CityofZürich Barbara huber,Rufenerevents,Zürich

Auditors alku treuhand ag,Kloten

Shanghai opeRationS

Personnel Virginie todeschini,Coordinatricechargéedeprojets Départementdelacohésionsociale,delajeunesseet dessports,CityofGeneva

PavilionManager howe Yin Zhao

AssistantPavilionManager ngoc Binh lam

Citydelegates Katja Jenni,CantonofBasel-Stadt Yves Bisang,CityofZürich nadine Rogivue,CityofGeneva Baptiste planche,CantonofBasel-Stadt

ShanghaiImplementationagency pico,Shanghai

50 | PUBlisHinG inFoRMation

Publisher: World expo 2010 Shanghai – Basel geneva Zürich associationEditors: daniel Rupf,deborah Jud,Rufenerevents,ZürichDesign: Rufener events,ZürichPrinting: Mattenbach ag,WinterthurPhotographs: philip gostelow,pico,Christian Stauffenegger

pUBliShing inFoRMation

pReSented BY Main paRtneR Co-SponSoRS oFFiCial CaRRieR oFFiCial SUpplieRS

inStitUtional paRtneRS

KANTON ZÜRICH