Photo credit: © “Expo 67 Montreal Canada.” Toronto: Thomas Nelson & Sons, 1968
As we mark the 150th birthday of Canada – rare are references to it as our sesquicentennial, thank God – we are also celebrating the city of Montreal’s 375th anniversary. But for me the most enjoyable reminiscences have been those documenting the 50th anniversary of EXPO 67.
As a seven year-old the huge World’s Fair was a pure joy for me. Thinking back to those days often tweaks a pang of nostalgia in me. Not surprisingly there is a plethora of tweaking going on as many exhibits and special events are running this summer. While I enjoy these formal presentations, what I find most heartwarming are posted photos of EXPO 67 that were taken by average visitors.
As an example this collection on Flickr comprises over a hundred photos that were found in a scrapbook on the street in Cambridge, Massachusetts. I figure sooner or later I will come across a picture with me in the background.
One of the things that has struck me while looking through many photos, is the seemingly total lack of corporate branding at the fair. There were corporate pavilions; Kodak, BELL etc. But when it came to branding there was little if any. No Doritos pavilion of the United States or Stella Artois’ Belgium pavilion.
Given our reliance on corporate branding in today’s overpriced world, this is a breath of fresh air. I know it would be folly to suggest another EXPO 67-like event for any number of reasons, perhaps this is a good thing as another such event would no doubt be riddled with corporate logos and slogans.
Another thing that comes to mind while looking at these photos is that although there were lines for many pavilions (remember admission was free once you entered the site, no fee-per-exhibit) there never seems to be overwhelming crowds. It always looks comfortable – or is that an illusion after fifty years – even if over 53 million visitors dropped in that summer.
