[THE PERUVIAN STANDS MULTI-FACETED]
The richness and the diversities of the Peruvian landscapes are the entry points for most people trying to get to know Peru. As enticing as the Machu Picchu is on most people's mental maps, Peru has a lot more to offer and the successful campaign hinges on how well the multi-faceted Peruvian landscapes and cultures are appreciated in its entirety.
This Peru London Pavilion reveals itself on the outset the most distinct 3-tier regional landscapes of Peru, namely the Coast, the Andes, and the Amazon, to the potential visitors, leaving an initial, but lasting impression in their first encounters. People would first interact with the PromPeru counters, info bar, and co-exhibitors desks on the perimeters of the site. They will be greeted with the vertical displays along with leaflets, lightboxes, and LCD screens featuring the attractions of Peru. Passing through the iconic 'Andes' modular displays, visitors will be able to explore more at the heart of Peru with exhibitions, shows, Mucho Gusto, and seminars. The ritual through this 'miniaturized' Peruvian landscapes is a teaser to engage potential visitors to explore Peru on location when they plan their next trips.
The design of the Pavilion are several important ideas at work: adaptability, effectiveness, and on a more intangible level- establishing iconic presence. The whole pavilion is essentially done away with two types of modules, the Andes and the Rocky. They are both highly customizable on their displays and maintain a minimum dimension to suit virtually every site when this pavilion travels. For different markets and different sizes of sites, the modules can be combined in a different way or added to and subtracted from the whole composition to appropriate. The formula would be different on different markets and thus the configuration of these flexible modules. Because of the simplicity of the number of different modules, transportation, packing, training of staffs, pre-exhibition preparations and planning, are all reduced to minimum and could be effectively organized in a systematic way to save cost. These modules are also designed to deliver an iconic presence to the visitors, standing as a continual landscape of mountain ranges, with the faceted 'Rocky' modules as focal points. The Rocky module is in fact one design that could be rotated to stand on different facet to serve different functional purposes, illustrating the versatility, richness, and delights of the Peruvian cultures.