Branding Design for Slovenian Pavilion at Milan EXPO Transforms into Regional Hub

On February 16, 2021, designers Crtomir Just and FRANC FRANC unveiled a visual identity project for Expano, originally the Slovenian pavilion building at the EXPO Exhibition in Milan. This structure has been repurposed as a promotional center for the Pomurje region in Slovenia. The branding aims to reflect the diverse offerings of the venue, which includes an interactive exhibition space, a shop combined with a Tourist Information Center, a restaurant serving local cuisine, and a business center. The design merges traditional and contemporary elements to mirror the character of the Pomurje area, emphasizing its varied cultural and economic aspects. This project highlights how exhibition architecture can be adapted for long-term regional promotion and tourism.