Design agency Uniform has won the coveted contract to create Liverpool's pavilion at the prestigious World Expo 2010 in Shanghai.
The Liverpool agency will lead a consortium comprising exhibition and events specialists SYMA and architects BDP to design and build the city's presence at the event.
Liverpool is the only UK city outwith London to have its own pavilion at the Expo, which is expected to attract around 70m visitors.
The consortium was appointed after progressing through a "rigorous competitive tendering process" which involved businesses from around the world.
“The consortium’s proposal knocked our socks off," said Phil Southward, operations director for Liverpool's World Expo 2010.
"It is imaginative, compelling and exciting – much like Liverpool itself. It also offers flexible functionality and employs the very best in innovative technology to tell the story of Liverpool," Southward added.
The event is being billed as a "once-in-a-generation opportunity" for the city to establish itself in world markets and is predicted to deliver upto £50m in benefits to Liverpool and the North West over the next decade.
Nick Howe, managing director of Uniform, said the agency is delighted to be part of a project which will have significant long-term benefits for Liverpool and its surrounds.
He said: “Our consortium offers the right blend of skills and experience: international exhibition expertise, architectural and engineering know-how and, of course, the instinctive local cultural knowledge which Uniform brings to the job."
The event opens on 1 May next year and runs until the end of October. Uniform, and its partners will get access to the site from November to start piecing together their designs.
Themes featured at the pavilion will include:
UUrban regeneration, energy, sustainability and the environment.
Advanced technology and science
Culture, health and sport
The Knowledge Sector
Liverpool: the gateway to the North West (ports, airports and property development)