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Designing Britain 1945 - 1975 > Exhibiting Britain > Expo '67 > Expo Response & Critique

The response to the British Pavilion was mixed, particularly from the architecture and design press. Most critics felt that the building was a disappointment and compared badly with some of the other national pavilions which were more daring in their design.

The critic of the Architectural Review noted:
Unexpectedly old-fashioned looking exterior, lacking the inspiration of a design – like the Germans – derived from structural disciplines…It stands up well on its water-bounded site (though the intended symbolism of this and of its broken-off tower does not really tell), and its height achieves the purpose of being prominent in distant views, especially because of the eye-catching three-dimensional union jack top – a brilliant piece of design by F.H.K.Henrion…
Anon, ‘Great Britain’, Architectural Review, 8/67, 19.
Fortunately the Pavilion’s contents were deemed more worthy of praise, especially Gardner’s work on ‘Britain Today’.

Werner Herdeg writing in Graphis commented:
A self-satisfied touch in some sectors is compensated by a refreshing approach in Britain Today, where the British make fun of their own foibles. The moulded figures here are a special success.
W.Herdeg, ‘The world exhibition in Montreal from a designer’s point of view’, Graphis, 23, 1967
Whilst Design’s commentator added:
[that] Britain Today was almost the only example of Expo which is also self critical
which suggests that Gardner had achieved exactly the effect for which he had aimed.
See next section - Expo Conclusion