“The Expo 2015’s theme of ‘Feeding the Planet, Energy for Life’ provides us with a unique opportunity to share our vision of sustainable agriculture,” stated Carlo Lambro, Brand President of New Holland Agriculture. “We believe, and have shown, that by using sustainable, efficient farming practices, as detailed in our Clean Energy Leader® strategy, the world’s farmers can produce high quality food to eat and efficient and clean energy to power their farms respecting local communities. Moreover, this prestigious event will enable us to reach millions of visitors from all over the world, to communicate and explain in a practical way, why this farming philosophy represents the future for agriculture.”
World Expo Milano 2015: an event of global significance
Expo Milano 2015 will take place in Milan, Italy from 1st May to 31st October 2015 and 138 countries and international institutions will take part. The Expo’s theme is ‘Feeding the Planet, Energy for Life’ and the core ideas resonate with New Holland’s commitment to sustainable farming. Expo 2015 will be an extraordinary universal event, displaying tradition, creativity and innovation in the business of food production, and agriculture has a core role to play.
Sustainable farming comes to Expo Milano 2015
New Holland Agriculture’s 1,638 square metres pavilion will be a multi-level space that takes visitors on a path which closely mirrors the seasons and the cultivation cycle, and highlights the core values of the Clean Energy Leader® strategy, namely:
• sustainable agricultural production;
• fair availability of food for all;
• effective and responsible management of the natural resources: land, water and renewable energy;
• reduction of emissions and consumption of fuel, inputs and other production elements;
• protection of the natural and rural environment.
New Holland products, technologies and innovations will form the central component of each stage, and will demonstrate how they assist farmers in reconciling production efficiency with the rational and sustainable use of resources. After the Expo, the pavilion will be dismantled and reconstructed in a second location, coherent with New Holland’s philosophy of reducing waste and increasing recycling.
Design team of the innovative Earthscreening pavilion concept
Recchi engineering (one of the Italian leading companies in the field of design, project and construction management), group leader of a multidisciplinary project team composed by Carlo Ratti Associati (project leader), NÜSSLI Italia, Manens-Tifs, Studio Durbano, has been appointed as the creative agency for the pavilion, following a competitive pan-European tender. The project, entitled ‘Earth screening’, best interpreted New Holland’s commitment to sustainable efficient farming. Through an attractive and sustainable building, multiple interactive tools, video installations, augmented reality and product displays, visitors will experience and understand how New Holland is promoting the importance of agricultural sustainability.
