{"id":2162,"date":"2018-10-10T11:15:42","date_gmt":"2018-10-10T09:15:42","guid":{"rendered":"https:\/\/havas.cz\/?p=2162"},"modified":"2021-04-22T11:23:23","modified_gmt":"2021-04-22T09:23:23","slug":"a-place-full-of-history-culture-and-innovation","status":"publish","type":"post","link":"https:\/\/havas.cz\/en\/havas-village-life-en\/a-place-full-of-history-culture-and-innovation\/","title":{"rendered":"A place full of history,<\/br>culture and innovation"},"content":{"rendered":"

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Like a phoenix from the ashes of Europe<\/strong><\/p>\n

The year 1958 was the year of the first World Fair after WWII had radically and forever changed the geopolitical shape of our world. World Fairs (a concept born in France and debuted in London in 1851) are the \u2018cultural Olympics\u2019, a chance to show not just brawn, but brains, ambition, identity and art.<\/p>\n

As the new epoch dawned on a dramatically altered world and a shattered Europe, the then Czechoslovakia was raised to the winner\u2019s podium with its incredible architectural feat \u2013 the Czechoslovakian Pavilion.<\/p>\n

Out of 45 participating nations, the Czechoslovakian Pavilion was given the Exhibition\u2019s highest award – \u201cThe Golden Star\u201d – and two major awards for its innovative mixture of modern technology, architectural design and function.<\/p>\n

The Pavilion \u2013 which hosted a restaurant at the World Fair \u2013 was visited by Belgian King Baudouin I, Dutch Queen Juliana, Prince Rainier III of Monaco and his wife Grace Kelly, and even Walt Disney himself.<\/p>\n

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Sparking an architectural revolution \u2013 The \u201cBrussels Style\u201d<\/strong><\/p>\n

The winning Pavilion was designed by architects Cubr, Hrub\u00fd and Pokorn\u00fd, in a simple form recognizing the content, construction and assembly character of the cygnet-like ground plan. The basic architectural idea behind the plan was the contrast between the glazed \u201cairy\u201d sections and the massive cubes of the pavilion.<\/p>\n

The greatest acknowledgement was awarded on the basis of a high evaluation not just for using new techniques in constructing dismountable pavilions (a steel frame) in combination with glass and plastics, but also for the perfect interiors made of original furniture, works of art and objects of everyday use that became a herald of the so-called \u201cBrussels Style\u201c.<\/p>\n

The Czechoslovakian architects demonstrated to the world that following the ideological inventions of the 1950\u2019s, after the imposition of socialist realism, they were able to establish inter-war Czechoslovakian architecture at a world level.<\/p>\n

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Project designers:<\/p>\n

Main designers – Ing. arch. Franti\u0161ek Cubr, Ing. arch. Josef Hrub\u00fd, Ing. arch. Zden\u011bk Pokorn\u00fd<\/p>\n

Others – arch. J. Cafourek, arch. J. \u010cerm\u00e1k, arch. J. Kadoun, arch. A. Krop\u00e1\u010dek, arch. J. Saal, arch. P. Smetana, arch. J. Svoboda, arch. V. \u0160imice, arch. F. Tr\u00f6ster<\/p>\n

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The Highs & Lows of EXPO 58 (1959 \u2013 2000)<\/strong><\/p>\n

One of the project\u2019s conditions was the requirement that after the end of the 1958 World Fair in Brussels, the construction could be dismantled, transported and used in Czechoslovakia with a minimum loss.<\/p>\n

The Pavilion was brought back to Prague and reconstructed, piece by piece, in the vibrant Letensk\u00e9 Orchards.<\/p>\n

After arriving in Prague, the Pavilion was assembled in the Julius Fu\u010d\u00edk\u2019s Park of Culture and Relaxation, and the restaurant found its place in Letensk\u00e9 Orchards (Letensk\u00e9 sady), where it was erected in a harmonious location. It was built on the foundations of a former wine press from the end of the 17th century. The observation deck gave a wonderful view of Prague, which was one of the reasons why it became so popular with Prague citizens.<\/p>\n

In 1964 the building of the Expo 58 restaurant was listed as a cultural monument, as an example of the 1950s architecture. Until 1989 the building was state property. The Pavilion came to life as a bustling restaurant in its new home but under the austere communist rule it fell out of fashion in the 1980s.<\/p>\n

There was a collapse of public funding after the 1989 \u201cVelvet Revolution\u201d and with subsequent privatization, the Pavilion was auctioned off to private owners. This once cherished site of innovation and culture was left an abandoned ruin. Only the steel support remained and construction was stripped to the bone. Vandals stole everything that could be taken and through decay Expo 58 lost all of its beauty and its prominent role in the city.<\/p>\n

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A New Lease on Life for Expo 58 (2001 \u2013 To Date)<\/strong><\/p>\n

Despite its neglect, the building was not removed from the Cultural Monuments list.<\/p>\n

So in 2001, Havas Prague set out to renovate the capital\u2019s landmark building of Expo 58 in Letensk\u00e9 Orchards.<\/p>\n

Havas Prague originally opened shop as Euro RSCG Prague in 1994 under the direction of Gilles B\u00e9rouard. The small underdog French agency with 3 people in a small office in Vinohrady quickly grew to 30 people, later to 50, and then to 80, and then came the time for new offices.<\/p>\n

The Expo 58 Pavilion embodied the agency\u2019s avant-garde and future-forward vision, and after two years of work, it became a fitting home to the company. By then, Havas Prague was among the top three agencies in the market, collecting awards for creativity and effectiveness.<\/p>\n

Havas Prague seized the opportunity to bring this relic of the 20th century Czechoslovak creativity back to life and turn it into a symbol of modern-day creativity and technology. After a complete reconstruction, which received The Best Realty 2002 Reconstruction Work Award, Havas Prague moved to its new home of innovation in October 2001.<\/p>\n

The reconstruction work on the devastated building began in the autumn of 2000. EXPO 58 is a strictly protected building and, therefore, the renovation had to meet stringent building requirements. The core objective was to respect the originality and uniqueness of the structure.<\/p>\n

\u201cOur main aim was to save this house and put it back into the city\u2019s life\u201d said architect Ji\u0159\u00ed Kripner, the author of the project.<\/p>\n

There is no doubt that the renovation work successfully fulfilled this goal.<\/p>\n

Communication is Havas Prague\u2019s core business, and it is a business of ideas and creativity \u2013 they guide everything the company does. In this respect, EXPO 58, one of the key symbols of Czechoslovak creativity, is an ideal place for people to foster their creativity.<\/p>\n

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