K ada više od 100.000 ljudi udruži glas kako bi izabralo imena likova koji će predstavljati duh jedne međunarodne izložbe, taj čin postaje za- jednički kreativni gest čitave zemlje. Upravo tako su Rastko i Milica, već dobro poznate ma- skote „Ekspa 2027“, dobili svoja imena, ona koja će, pored vi- zuelnog identiteta, nositi i emociju publike koja ih je birala. Veza između imena i identiteta ovih junaka nije slučaj- na. Rastko asocira na rast, napredak i inovaciju, dok Mili- ca u sebi nosi toplinu, nežnost i harmoniju. U konkurenciji su se našla i imena poput Save i Nade, inspirisanih rekom koja oblikuje život Beograda i verom u dobar ishod, kao i Momčila i Tamare, čija simbolika odražava vedrinu, snagu i istrajnost. Upravo zato je proces glasanja prerastao obi- čan izbor i postao način da građani neposredno učestvu- ju u oblikovanju priče kojom će se Srbija predstaviti svetu 2027. godine. Rastko i Milica osmišljeni su da budu prepoznatljivi ljudima svih uzrasta i kultura. Njihova vedra lica, pokret i simbol „play“ na grudima prenose univerzalnu poruku da igra, kreativnost i zajedništvo nemaju granice. Inspirisa- ni elementima srpske narodne nošnje, ali oblikovani u sa- vremenoj estetici, oni spajaju tradiciju i inovativnost – ono „naše“ i ono „svetsko“, što će „Ekspo 2027“ predstaviti glo- balnoj publici. Uloga maskota na velikim manifestacijama mnogo je šira od vizuelne. Istorija pamti likove poput Vučka, Zagi- ja, medvedića Miše ili ptice Kuro, čija popularnost i danas prevazilazi okvire događaja koje su predstavljali. „Ekspo“, takođe, više od četiri decenije neguje tradiciju maskota: počev od čuvenog Sejmora de Fera iz Nju Orleansa 1984. godine, koji je postao deo američke kulturne istorije. Nji- hova snaga leži u tome što publici pružaju osećaj bliskosti, pripadanja i radosti, upravo ono što Rastko i Milica već bu- de kod posetilaca. Maskote „Ekspa 2027“ postaće vizuelni vodiči kroz te- mu „Igra(j) za čovečanstvo: sport i muzika za sve“ i učestvo- vaće u edukativnim i kulturnim programima tokom nared- nih godina. Predstavljene u Osaki, već su privukle pažnju svetske publike i najavile izložbu koja će, od 15. maja do 15. avgusta 2027. godine, u Beograd dovesti više od četiri milio- na posetilaca i oko 130 zemalja, međunarodnih organizaci- ja i kompanija. A priča se tek razvija. U narednim mesecima Rastku i Milici pridružiće se i novi junaci, maskote koje će per- sonifikovati ključne programske pravce „Ekspa 2027“: „Sport“, „Muzika“, „Inovacije“ i „Kreativnost“. Zajedno će formirati razigranu porodicu likova kroz koje će posetio- ci otkrivati svet izložbe i vrednosti koje Srbija želi da po- deli sa planetom. Ko su njihovi novi drugari i kako će izgledati? Zasad ostaje samo nagoveštaj. Ali jedno je sigurno – sa Rastkom i Milicom na čelu igra tek počinje.
W hen more than 100,000 people cast votes to choose the names of characters that will represent the spirit of an international ex- hibition, that very act becomes a collective creative gesture of the entire nation. That’s precisely how Rastko and Milica – the already well-known mas- cots of Expo 2027 – received their names, which – alongside their visual identity – will carry the emotions of the public that selected them. The connection between the names and identities of these char- acters is no coincidence. Rastko is associated with growth, progress and innovation, while Milica carries within herself warmth, tenderness and harmony. The competition also includ- ed names like Sava and Nada, inspired by one of the rivers that shape the life of Belgrade and faith in a positive outcome, as well as Momčilo and Tamara, whose symbolism reflects serenity, strength and perseverance. That’s also precisely why the voting process extended beyond the confines of an ordinary election to become a way for citizens to participate directly in shaping the story that Serbia will present to the world in 2027. Rastko and Milica have been conceived to be recognisable to people of all ages and cultures. Their joyful faces, movement and the “play” symbol present on their chests convey the universal message that play, creativity and togetherness are boundless. In- spired by elements of Serbian folk attire, but also shaped by con- temporary aesthetics, they combine tradition and innovation – that which is “ours” and that which is “global”, which Expo 2027 will present to the global audience. The role of mascots in major events is much broader than pure- ly visual. History remembers characters like Vučko, Zagi, Mi- sha the bear or Curro the bird, the popularity of which still exceeds the scope of the events they represented. World Exposi- tion events have also nurtured the tradition of mascots for more than four decades, since the famous Seymour D. Fair of the 1984 Louisiana World Exposition in New Orleans, who became part of American cultural history. Their strength lies in the fact that they provide the public with a sense of intimacy, belonging and joy, which is precisely what Rastko and Milica are already conveying to visitors. The Expo 2027 mascots will become visual guides through the theme “Play for Humanity: Sport and Music for All" and will participate in educational and cultural programmes over the years ahead. First presented in Osaka, they have already attract- ed worldwide attention and announced the exposition that will bring more than four million visitors and representatives of around 130 countries, international organisations and compa- nies to Belgrade from 15 th May to 15 th August 2027. And the story is only just unfolding. Rastko and Milica will be joined over the coming months by new heroes, in the form of mascots who will personify the key themes and focus areas of Expo 2027: Sport, Music, Innovation and Creativity. They will together form a playful family of characters through which visi- tors will discover the world of the expo and the values that Ser- bia wishes to share with the planet. Who are their new pals and how will they look? For now, there are only hints. But one thing that’s for certain is that – with Rastka and Milica at the helm – playtime is only just beginning.
Expo » Ekspo | 17
Made with FlippingBook interactive PDF creator