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Uniform to market Liverpool to the world

2009. 26 August

( Design agency Uniform has confirmed that it has picked up the coveted, and lucrative, brief to create the Liverpool Pavilion at next year's six-month long World Expo 2010 in Shanghai.

Uniform will be heading up a consortium of firms on the task, including leading architectural practice BDP and international event firm SYMA.

The agency secured the job following on from a lengthy tender process that brought firms from across the world into a competition to design what will be one of only two 'city' areas (London is the other) at an event that is projected to attract around 70m visitors.

Funders the NWDA - which is contributing £1.25m in financial support - Liverpool City Council and project leader Liverpool Vision are hoping that the city's presence in Shanghai will bring in around £50m in benefits to Liverpool and the greater North West area.

A release today described the event as "a once-in-a-generation opportunity to consolidate existing and forge new relationships in the world’s emerging markets."

For its part, Uniform will be designing and building the look and feel of a mammoth exhibition space that stretches out over 465 square metres.

The designs will be unveiled shortly, with work due to begin on site this November.

Agency MD Nick Howe said that he and his team were delighted "to be playing such a crucial role in a project which will have significant long-term benefits for the city of Liverpool and the wider North West."

He continued: “Our consortium offers the right blend of skills and experience: international exhibition expertise, architectural and engineering know-how and, of course, the instinctive local cultural knowledge which Uniform brings to the job.”

Liverpool’s World Expo 2010 operations director, Phil Southward called the consortium's proposal "imaginative, compelling and exciting – much like Liverpool itself."

The Expo runs between 1 May and 31 October next year.

Peel Holdings, the firm behind MediaCityUK, is the main sponsor of the Pavilion. Paver Smith is handling the six-figure PR task.

Themes to be covered in the space include:  Urban regeneration, energy, sustainability and the environment;  advanced technology and science; Culture, health and sport; The Knowledge Sector; Professional services; and 'Liverpool: the gateway to the North West (ports, airports and property development)'.

Previous press reports have suggested that the entire budget for the city's presence at the exhibition could stretch to £4.5m.