Mapei is renewing its support for the Expo. What is the importance of this event nowadays and what does it mean for Italy as a system?
Expo 2020 Dubai, just like all the other expos, is a great showcase of the world, which, this year in particular, provides an opportunity to show off the creative-business skill and potential of Italy and to reassert our excellence following the tricky period we have just been through.
Mapei, which for years has been an ambassador for Italian know-how, could not fail to be present at this event and is committed to helping designers ensure a truly memorable experience for visitors of the Italy Pavilion.
The Italy Pavilion is a melting pot of cooperation and innovation “Made with Italy”. What was Mapei’s contribution to this project involving other great champions of Italian excellence to give shape to the design concept “Beauty connects people”?In the design concept “Beauty connects people”, not taken as beauty from a purely aesthetic viewpoint but as “a harmony of beauty, truth, goodness and taste”, we found a powerful analogy with our business operations. Mapei products and solutions cannot be seen but, thanks to their innovation and specialisation, they help make building works more beautiful, sustainable and long-lasting, giving concrete shape to designers’ ideas. And that is what we have done for the Italy Pavilion, too. Making it possible for the project to use iconic materials for both Italian and Arab culture, such as coffee, oranges, desert sand, we have given shape to one of the underlying ideas behind the Italy Pavilion: Mediterranean-ness as the co-existence of different cultures.
How important is sustainability?
In our concept of “beauty”, we include the sustainability and durability of everything we make in partnership with designers and leading contractors: not just major works but also projects that will then be part of the everyday lives of thousands of people.