EVENT DEVELOPMENT: LESSONS OF THE FUTURE (a case study of Dubai EXPO 2020)

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Natal’ya Yur'evna Yas’kova

Abstract

In the context of the pandemic, that has hampered idea sharing and development concept dialogues, World EXPOs are gaining relevance as effective search engines focused on development options and creation of the common Future consistent with the approaches chosen by different countries. EXPO 2020, that opened in Dubai (UAE) in October 2021, is not only the largest event held in the 150-year history of world fairs, it has also contributed many novelties to event development mechanisms, applied to events of international significance. First, the EXPO space has three principal districts: Sustainability, Mobility, and Opportunity. Second, all participants have the opportunity to demonstrate their vision of the common future. Third, the EXPO 2020 event project has become the largest architectural curiosity in the contemporary history. It has consolidated emergent approaches to structuring the living environment from the standpoint of concept and style. Fourth, creativity is the basic message of each pavilion, while artificial intelligence, smart technologies and cognitive approaches are visualized in all aspects and elements of the Nature – Society – Man system. Fifth, virtually all pavilions are segmented into public spaces, demonstration zones, giving an insight into the country’s standing and capability in terms of sustainable development. The Russian pavilion, located in the Mobility district, offers a video series on the applied structurization of living spaces, as well as ideas focused on consciousness and intelligence, thus, emphasizing the impact of major Russian companies in the interactive multimedia format of a spectacular show. The future, created in a joint effort, is impossible without a synthesis of ideas in the search-focused cognition mode. The mobile format of the Russian exposition complement the features of the EXPO 2020 event project. Its further development and capitalization in the format of an innovative ecosystem is another step along the way towards a substantial rise in the economic efficiency of event development.

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How to Cite
Yas’kova, N. Y. (2021). EVENT DEVELOPMENT: LESSONS OF THE FUTURE (a case study of Dubai EXPO 2020). Real Estate: Economics, Management, (4), 23–28. https://doi.org/10.22337/2073-8412-2021-4-23-28
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