São Paulo Case Pavilion

Date: 2011.02.22 | Category: UBPA Display (Central) | Tags: architecture,building,City Cleaning Law,Pavilions Expo,photography exhibition,são paulo,South America,world expo 2010

São Paulo Case Pavilion

São Paulo’s case is called “City Cleaning Law,” the public policy aiming at improving urban development and management efficiency. In order to give a more organized city appearance to São Paulo, the government issued the order. The regulations aim at making sure the vehicles’ and pedestrians’ mobility within the traffic, ensuring historical architecture and pedestrian’s safety, and ensuring convenient public service.
According to the new regulations, advertisement signs are banned in public streets, parks, square, outdoor streetlamps, towers, bridges, underground tunnels and roofs and walls of architectures.

By implementing the regulations, São Paulo managed a total of 15,000 outdoor advertisement signs, which win the support of over 70% of the citizens. The regulations mainly focus on all sorts of pollution in the process of urbanization, such as air, water, noise and visual pollution. It takes efforts to give a comfortable and harmonious city to the citizens.

These measurements have provided São Paulo a harmonious and ordered city view, and provided its people a safe and causal public space. Thus the regulation is highly supported by the citizens.

Highlight 1: “São Paulo Welcomes You” Area – The images showing architecture, arts, animals and plants will let visitors understand São Paulo, the largest Brazilian city. Besides, all sorts of screens will play the documentary “São Paulo Welcomes You” by multiple directors.

Highlight 2: “Horizon” Area – The “skyscrapers” in the area will make the visitors feel like walking in São Paulo, the largest city in South America, either on the way to work or shopping with friends. The vivid design makes the impression of São Paulo rich and multi-dimensional.

Highlight 3: “Street Sign” Area – Thousands of pictures accompanied with noise create such a annoying scene, simulating the São Paulo before the implementation of “City Cleaning Law”.

Highlight 4: The Moving “Before-and-After House” – The pictures, articles and publications here will create the city images before and after the implementation of “City Cleaning Law.” In the “Before-and-After House,” everything is moving. All pictures hanging here are technically processed to reflect the two images before and after the change. The messy advertisement signs in the first second changes into pretty iron balcony and new classic architecture the next second. But the visitors need to move back and forth in order to see the changes.

Highlight 5: “No Trademark” Photography Exhibition – After crossing the “Before-and-After House,” a photography exhibition will show the visitors the speed of São Paulo’s transformation more directly.

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Inside the pavilion (albertlaw)

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Inside the pavilion (Werner Schröttner)

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Interesting elevated gallery of Sao Paulo Case Pavilion

Originally posted 2010-09-14 00:00:31.

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