Espa backs British cultural projects
Spa design and product house ESPA has announced it will form a series of cultural partnerships with British artists and institutions this year, beginning with sponsorship of the the annual Serpentine Gallery Pavilion in London. The partnerships are part of a business plan from Espa to align itself with British design and innovation. At the Serpentine, Espa will sponsor the 2012 Serpentine Gallery Pavilion, which will be designed by Herzog & de Meuron and Ai Weiwei and presented as part of the London 2012 Festival, the culmination of the Cultural Olympiad. A different pavilion is designed for the gallery every year. This year's will take visitors beneath the Serpentine's lawn to explore the hidden history of previous pavilions. Twelve columns will support a floating platform roof 1.5m above ground, eleven of them will characterise past pavilions. Espa founder Susan Harmsworth said: 'Our British heritage is extremely important to us and to be able to support British arts and culture, in particular the creativity and innovation of the Pavilion, is important to ESPA as it reflects our core values.'