Optimizing visitor circulation and comfort through LOS analysis at the Italian Pavilion during Milan EXPO 2015

The Italian Pavilion was one of the flagship destinations of Milan EXPO 2015, the Universal Exposition dedicated to the theme “Feeding the Planet, Energy for Life.” 

Designed to showcase Italian excellence, culture, innovation, and food traditions, the pavilion included approximately 14,000 sqm of exhibition and event spaces distributed across several key areas: Palazzo Italia, four thematic pavilions along the Cardo axis, and the Lake Arena. 

During the six-month event, EXPO 2015 recorded more than 22 million visits, making crowd management, accessibility, and visitor experience critical operational priorities. 

Systematica led the assessment of pedestrian accessibility, circulation capacity, and crowd performance within and around Palazzo Italia and the wider pavilion complex. 

Our work focused on developing a detailed Level of Service (LoS) analysis of the Pavilion, in order to identify potential criticalities and define strategies to maintain a comfortable and seamless visitor experience throughout the event.  

The study was structured around two main phases. First, the static evaluation of expected visitor flows, with a particular focus on peak-hours demand scenarios; second, the spatial analysis of exhibition routes, circulation paths, and public gathering areas. 

The interpretation of the data collected during these two analytical phases enabled the team to: 

• Measure utilisation levels across the pavilion
• Identify potential congestion points
• Evaluate pedestrian comfort conditions
• Assess operational performance under standard and peak event scenarios 

The methodology provided a detailed understanding of how visitors would interact with the exhibition environment throughout the duration of EXPO.  

Systematica’s work played a key role in supporting the operational success of one of EXPO 2015’s most visited destinations. 

The proposed strategies contributed to: 

• Smooth pedestrian circulation during both regular and peak attendance periods
• Improved crowd management, accessibility and visitor comfort
• Reduction of congestion risks across key circulation areas
• Delivery of a high-quality visitor experience aligned with the pavilion’s international profile 

The Italian Pavilion ultimately became one of the most appreciated and memorable venues of EXPO 2015, welcoming millions of visitors and reinforcing Italy’s cultural and architectural presence on the global stage.