Dutch Pavilion harvesting by V8 Architects
British design inspires Dubai 2021 vision
EN editor Saul Leese speaks to Roger Kornmayer, head of pavilion department, Expomobilia
about how British designer Thomas Heatherwick inspired his ideas for Dubai 2021
“T
homas Heatherwick’s
British pavilion at
Shanghai Expo in 2010 blew
me away. It was explosive
in appearance, structure,
and the way it set the global
design industry talking.
It’s official title ‘The
Seed Cathedral’ reflected
its majesty and ability to
inspire a sense of wonder.
Most importantly it made a
bold statement about British
ingenuity and science, from
form to content,” explains
Roger Kornmayer, head of
pavilion development at
leading design and build
agency Expomobilia.
Using 60,000 rods, and
housing 200,000 seeds, the
pavilion showcased that the
UK is home to one of the
world’s largest collections
24 — May
of seeds. Heatherwick’s idea
was to involve Kew Gardens’
Millennium Seedbank -
whose mission is to collect
25 per cent of the world’s
plant species by 2020. The
design process evolved to
produce two interlinked and
experiential elements: an
architecturally iconic Seed
Cathedral, and a multi-
layered landscape treatment
of the 6,000sqm site.
Kornmayer explained:
“It was simply unlike
anything else out there,
and it’s spurned me on to
push the boundaries of
design and construction
ever since. As we speak,
Expomobilia, the design and
construction firm where I
run the pavilions division,
is implementing no fewer
than four pavilions for
Dubai Expo (Switzerland,
Netherlands, Finland, and
Norway). I have that Seed
Cathedral in my rear-view
mirror every day.
“It’s the kind of benchmark
that inspires you to ask
yourself how you can break
convention, tell stories,
and wow the world with a
temporary structure. We’re
working with world class
consortia, including the
likes of Rintala Eggertsson,
V8, JKMM, OOO, Kossman
Dejong, and Bellprat
Partners, and I’m astounded
by the ambition and passion
that is put into Expo stands.
The reputation of entire
countries is at stake.”
“Beautiful and ephemeral,
trade fair and expo stands
are the butterflies of
the architecture world.
Emerging overnight, these
structures only have a
limited time to shine before
they’re dismantled and
cocooned.”
Kornmayer explains that
we also need to spare a
thought for the team tasked
with creating trade show
stands. Often under budget
and ROI pressures, they
must create a platform that
acts as brand, marketing and
sales tool, with hospitality,
events and conferencing
facilities. Yet in reality,
people only remember a
handful of the stands they
see. So, what is it that makes
a stand-out stand?