West Entrance
A neutral infrastructure, able to transform and adapt according to different programs and contexts, as an infinitely replicable system.
The three-dimensional steel frame structure, based on squared sections, has been entirely dismantled and re-adapted to the new function.
The structural grid creates a mechanical framework while providing the façade with a pronao that can be activated in different ways through cultural events, performances, projections, etc
The 4,000 sqm building was initially designed for the Milan Expo 2015 as Cibus è Italia, an exhibition space dedicated to the Italian food tradition. Commissioned by Federalimentare - Fiere Di Parma, the modular pavilion was designed from the beginning to be reused as the new West Entrance of the Fiere.
The project is a hybrid that combines the perfect efficiency of a machine with the ephemerality of theatrical set design. In the context of the new Fiere di Parma, the pavilion challenges the temporality implied in the Expo event, standing in the landscape as a physical homage to its original function, revitalized and reactivated by new meanings and use.
The pavilion’s abstract geometries are emphasized in light and shadow during the day, while at night artificial lights introduce a new level of complexity to the pure design.
