New Holland
Sustainable Farm Pavilion


Setup and content of the Sustainable Farm Pavilion for New Holland at Expo, dedicated to the benefits of mechanized agriculture for food production.


Expo Milano 2015, May 1st – October 31st


1st Prize: Best B2I Event
2nd Prize: Best B2B Event

Filmmaster creates
The New Holland Pavilion for ExpoMilano 2015

The project's concept is "Circle of Life" aiming to highlight the natural cycle within which mechanized agriculture practices are integrated. A pavilion spanning over 1200 square meters that follows an informative and emotional journey designed with a multi-sensory approach, discussing technology and nature. Outside, a staircase with a sound installation inspired by nature leads to the top of the pavilion's roof, where a full-scale model of a tractor and an artistic installation resembling the brand are located: a large leaf-shaped kaleidoscope made of blue transparent panels. At the heart of the pavilion, a 2-meter LED sun illuminates the showroom of gigantic agricultural vehicles, surrounded by a video surface depicting the passage of days and seasons, linking them to agricultural activities and the theme of food. Interactive stations along the pathway leading to the central hall delve deeper into the theme with games, simulators, and video testimonials.

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