Cannes Lions

Albero Della Vita - The Tree Of Life

BALICH WORLDWIDE SHOWS, Milan / PADIGLIONE ITALIA / 2016

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Overview

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Credits

Overview

Description

The project is inspired from the mosaics of the Duomo of Otranto, a city in the South of Italy and by Michelangelo’s pavement in Piazza del Campidoglio in Rome. The Tree of Life is an element deeply rooted in Italian culture, but also in many cultures from around the world, making it a perfect symbol for the diversity of the Universal Exposition. This icon is linked with the concept of the Italian Pavilion, “Vivaio”, which refers to a fertile ground for innovation and sustainable solutions. Each project presented in the pavilion is perceived as a seed of imagination and possibilities that Italy plants and cherishes until it blossoms. The branches of the Tree of Life show the world the fruits of the most brilliant rising minds in Italy.

Execution

The Lake Arena was the open green space of this global appointment with its 100 trees, surface of 28.000 m2 and a capacity of 20.000 spectators. At its centre stands l’Albero Della Vita, the 37 meters high sculpture made of steel and wood. As the confirmation of the project came just 100 days before the start of the Expo 2015, Orgoglio Brescia, a consortium of 19 local companies has been able to built it in the record time of 90 days.

The Tree of Life performed every hour during the 184 days of Expo, meaning more than 2160 shows. The show encompasses music, fountains, smoking effects, inflatable elements, pop-up flower props, bubbles, laser, LEDs, water projections, fog, pyro and video mapping.

Outcome

Thanks to the Tree Of Life, the Italian Pavilion became the heart of Expo Milan 2015. Audiences flocked to the Lake Arena to see the shows, both during the day and night time. The project had a large social media reach and engagement with 2 million Facebook posts and 250 thousands Instagram photos. It also figures in the 2015 social trend topic of Facebook.

With its 2160+ shows, the Tree of Life has become the main icon of Expo 2015, an unforgettable experience for the millions of visitors who've been enchanted by the show, and now it is one of the contemporary symbol of the city of Milan.