EXPO 2015-WORLD FAIR:
THE USA PARTICIPATION
Milan, January 2014
Expo Milano 2015 – WORLD FAIR: a place where the world meets
Expo 2015 will be the largest global and universal exhibition held in Milan from May 1st to October 31st,
2015. It will represent 141 countries and is expected to attract 20-30 million visitors from all over the
world, thus providing its participants with a unique opportunity to connect with a broad international
audience of businesses, consumers, public institutions and governments during the same event.
This time, Expo will address one of the most pressing issues of our time: how to feed the world’s growing
population in the most sustainable way? Under the slogan “Feeding the Planet, energy for Life”, Expo 2015
connects all stakeholders in the global food supply chains including their technical innovations and
contributions to progress and sustainability. Along those lines, the entire exhibition grounds are designed
as a ‘Smart City’ with green and end energy-efficient buildings, next-generation telecommunication and
Smart Contactless Payment Systems.
Expo 2015 – The USA Pavilion
The USA pavilion provides a platform for US businesses to engage with partners, suppliers, customers and
other stakeholders
US companies, known for being at the forefront of technological progress and innovation, will have the
opportunity to leverage not only the pavilion, but also Expo’s facilities to showcase their latest products
and services as well as to organize meetings with partners, suppliers and customers.
We can help create several opportunities for our USA pavilion partners, for instance:
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Organize technical conferences for educational or informative purposes with potential partners,
customers or suppliers
Use VIP space integrated in the pavilion for scheduling business meetings with partners, suppliers
or customers or receiving smaller delegations of key stakeholders
Leverage the pavilion to put latest innovation and technologies on display, e.g. examples of work
in Research & Development departments
Hosting press conferences with international and specialized media presence on-site at the
pavilion or other Expo meeting facilities, e.g. for new product launches, research presentations, etc.
Organize social events with key customers or partners and leverage Expo’s wide entertainment
offering incl. dinners, restaurants, evening events, etc.
Increasing brand visibility through being featured on the food truck (see attached brochure for
details) that will promote Expo and tour through North America and Europe before arriving at the
exhibition grounds in May 2015
Run educational events with key international universities, academics, students or research labs
Engage with key European public and political institutions and regulators in light of the newly
voted parliament, commission and expected progress on the Transatlantic Trade and Investment
Partnership (TTIP) discussing several regulatory aspects of interested for a number of US companies
Partnering with the USA pavilion at Expo 2015
The American Chamber of Commerce, together with the International Culinary Center and the James Beard
Foundation was mandated by the US State Department to deliver the US participation (i.e. designing,
building, managing, and dismantling the pavilion) and also has the responsibility to establish financials
resources to realize the project. By law, the United States Government is not allowed to provide federal
funding for participating in international expositions abroad. Therefore, AmCham is currently working
closely with the US State Department, Ambassador Thorne, and the US Ambassador to Italy John R. Phillips
to secure the 45 million dollars necessary to deliver the whole project.
We are looking forward to meeting the leading US corporations interested in exploring opportunities for
involvement in the project. Please see the next page featuring some first few ideas for opening technical
tables to discuss the details of a tailored-made sponsorships.
WHAT’S IN FOR 3D SYSTEMS
The USA Pavilion at Expo 2015 could connect 3D Systems with a diverse international audience interested
in technological innovation and food industries at the same time
Since its inception, the only universal Expo worldwide has been shaping innovation and revolutionary
technical progress through bringing the world’s largest businesses, best researchers and influential
politicians at one table and facilitating an exchange of ideas and contributions, which continue beyond
Expo in long-standing strategic alliances and collaboration among the leading players in the field.
Expo’s focus on food industries and technological innovation provides the ideal environment for marketing
3D Systems’ technologies, products and philosophy to current and potential customer groups as well as
stakeholders ranging from end-customers, food and equipment manufacturers, packaging and logistics
providers, government officials and beyond.
3D Systems’ revolutionary product ChefJet could find an ideal platform for reaching potential customers
from around the world with different food cultures in order to experience the latest innovation in the food
industry. Accessing a large and diverse end-consumer audience is surely compelling for 3D Systems’
marketing of ChefJet especially since by 2015, this line of products might be even more developed and
available to the private households. Expo could be the launch pad for rapid expansion of its customer base,
for example by:
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Hosting product demonstrations in the US Pavilion using its new printers in front of chefs,
representatives of restaurant chains, food manufacturers, grocery retailers (e.g. Coop, the official
Food Distributor) and also end-consumers attracting their attention and triggering valuable direct
feedback
Participating in a variety of events during expo, for example, cooking shows, dinners, receptions,
evening events in order to communicate on the possible applications and usages of the printing
technology – not only in the food and hospitality sectors, but also for individual households
Hosting press conferences with national and international media representatives that are visiting
Expo to look for disruptive technologies that easily make headlines: 3D Systems’ ChefJet could be
presented as the answer to how food 2.0 might be produced in the future
Moreover, many industries heavily rely on packaging and plastic components with the food industry being
one of the main sectors sourcing from these providers: 3D Systems could present its offering in printing,
parts and software solutions to Expo’s worldwide audience, for example through:
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Meeting future customers or partners from various industries naturally interested in the
technologies, for example, grocery retailers (e.g. Coop), consumer electronics players (e.g.
Samsung, the official Edutainment Partner) or manufacturers (e.g. Selex and Finmeccanica, the
official Main Operation Center Partner)
Joining conferences, congresses and events organized in Milan during Expo, for example, the
Ipack-Ima packaging trade fair (sponsored by the World Packaging Organization) in order to
connect with a larger audience of representatives from manufacturing and packaging
Hosting technical conferences or roundtables to exchange the latest research and engaging with
the leading players in the manufacturing and packaging industries
Organizing business meetings with potential partners to discuss pilot programs with industry
partners
Connecting with leading universities: for example, Italy’s most prominent technical university
(Milan Politecnico) together with larger corporations participates in the "Themed Tables"
organized by Milan's Camera di Commercio around the main topics addressed during Expo