World exhibition as a tool for the promotion of healthy and liveable cities: case study Milan, Italy

Book of proceedings: Annual AESOP Congress, Spaces of Dialog for Places of Dignity, Lisbon, 11-14th July, 2017Mega-events, such as world and international exhibitions, the Olympic Games, other sports and cultural events, are intrinsically complex processes. Their planning, organisation and realisation require the engagement of a large number of people and financial resources for the successful realisation of the event. In addition, the success of the event depends on numerous social, economic, political, spatial and other factors that are often unpredictable and can significantly increase effects of the event that can be recognised in long-term on the local, regional and national level. While hosting mega-events, the attention of a large number of people from all over the world is focused on this specific event that has its own specific roles in the realisation of that event. According to Maurice Roch (2000) mega events involve combinations of political and economic elites, together with cultural elites and professionals that are operating within and between urban, national and international levels, and working together to produce the event and to manage their effects. They can be conceived as temporary “cultural and physical bridges” between elites and the people. In mega-events people are active members of international cultural movement and they are involved in international communication that is taking place. Compared with other mega-events, world and international exhibitions last the longest and attract the greatest number of visitors. For the purpose of the exhibition, the most suitable site to meet all set-up parameters and for which it is desirable to conceive the long-term use is chosen. For every exhibition, the specific topic is set to which all participants correspond with the conception of their pavilion and presentation. The exhibition topic is always in line with global trends and promotes the technology, science and progress towards the concepts of sustainable development.Published versio