Freeman has announced that its agency services team in EMEA has been appointed to design the Algerian Pavilion at World Expo 2020 in Dubai, in partnership with Pico International, the Government of Algeria’s official partner. Though Algeria has had a recurring presence at World Expo since the turn of the century, 2020 marks the first year the country will have its own independent pavilion.
Algeria’s presence in Expos is considered a way of promoting its culture and trade, in line with its natural, historic, economic and cultural assets.
“Algeria has such a rich culture and many stories to tell,” says Melle Pama, vice president narrative space at Freeman.
According to Carley Faircloth, managing director, agency services at Freeman EMEA: “Our team has been working alongside Pico for several months to re-enforce our unique understanding of the Algerian culture, expressed through our design.” Echoing Faircloth’s statement, Pama also notes this has allowed the assigned design team to “form a deep understanding of the icons, the achievements, and the pride of Algeria within them."
Originally known as The World’s Fair when it was founded in the mid-19th century, the World Expo remains a large, international exhibition designed to showcase temporary and semi-permanent displays and experiences that celebrate the achievements of nations from across the globe. It has historically cultivated breathtaking creative innovation and inspired iconic cultural landmarks such as the Eiffel Tower in Paris and Crystal Palace in London.
“Live experience and prolific design are our passion, and we are honored by this appointment” Faircloth says.