Skip to main content

Expos: FutureBrand designs the ‘2012 Legacy Corner’ of British Pavillion at Shanghai Expo


Related: NYSE Euronext welcomes U.S. and China delegation to NYSE / Edmonton imagines the possibilities of an EXPO 2017 bid

FutureBrand has designed and created the 2012 Legacy Corner of Thomas Heatherwick’s infamous British Pavillion at this years Shanghai Expo. Each corner of the Pavillion tells a different story and FutureBrand has created the narrative for the 4th corner. 

Concentrating on the positive impact of London hosting the Olympic and Paralympic Games, the design takes us through the story of the site both during and after the event, with a focus on the legacy left after the games. This major piece of sustainable planning will transform the area into a new urban green space and give an overlooked part of London a new park for future generations to enjoy post Games.

FutureBrand is part of the McCann Worldgroup, who have been appointed as the official marketing services provider to the London Organising Committee of the Olympic and Paralympic games (LOCOG) and are in the process of designing the look of the Games.

Paul Bretherton, Creative Director of Branding and Environments at FutureBrand, said “We’re honoured to be given the opportunity to tell the story of a project that will leave such a positive legacy for London. Working on the branding for the 2012 games, which goes live over the next 2 years, has been great for us. However coming up with something that goes live in 2 months and communicates the power of the project in China is particularly exciting.”

The story is based around the positive impact of staging the Games in an industrial and historically deprived part of London.  It is told over three illuminated panels and encapsulates the overall theme of the Expo, ‘Better City, Better Life’.

The first panel shows the location of the Olympic park. Panel 2 shows the Olympic park in detail with the permanent buildings picked out in the foreground and the temporary buildings highlighted in the background. Panel 3 illustrates the legacy left after the Games and shows the newly restored rivers, cleansed parkland and buildings.

This great British success story is displayed against a backdrop of a deconstructed 3-dimensional Union Jack flag in the colours red, white and blue. This is back illuminated and designed to draw the visitors attention to a pivotal moment in time.

FutureBrand (, part of the Interpublic Group of Companies, Inc. (NYSE: IPG – News), is a leading brand consultancy within IPG that commands a global presence spanning 25 major cities around the world. Partnering with the world’s leading companies, FutureBrand helps its clients to develop profitable brands both today and into the future. Offering a full range of services from consumer branding and corporate identity, to brand identity, brand management and beyond, FutureBrand works with clients to measure and increase brand value, define breakthrough brand strategies and create powerful brand experiences. Clients include ArcelorMittal, P&G, Microsoft, Dubai World, Intel, Barclays Premier, Nokia, Nestle, MasterCard, UPS, and Unilever.

More from this author

Your web browser is out of date. Update your browser for more security, speed and the best experience on this site.

Find out how to update