The concept development and architectural design of the Aurora Pavilion at the World Expo 2010 Shanghai was a unique challenge. China saw its hosting of the World Expo as part of its grand stage to the world as well as the world’s grand stage to China.
In spite of a limited budget compared to many of the other international exhibitors, the Aurora Pavilion yet needed to stand out amongst a vast field of competing structures and to serve as a standard-bearer for the Aurora Group’s brand, showcasing a cohesive and compelling visitor experience, and shining as the crown jewel with which Aurora could impress its partners, clients, and VIP guests.
The theme of "Jade" for the pavilion was inspired from the chairman’s personal collection housed in museums located at Aurora’s corporate office towers in Taipei and Shanghai. The concept of Jade speaks of an advanced and refined culture and presents Aurora as an evolved and progressive company.
hch led a design team of yi-e Space , HWANG Concepts , AWP, and Arup, to create and develop the concept for the pavilion as well as the conceptual architectural design and brand identity.