World universal exhibition expo as a visual landscape of architectonic culture

The article gives attention to the retrospective study of the cultural landscape of the World exhibitions, the methodologies of morphogenesis of the exhibition halls as translators of architectonic culture. The processes of globalization of information, economic and humanitarian spaces, which are currently taking place, lead to the expansion and deepening of the sphere of intercultural communication, involving governments and nations in a wide network of mutual knowledge and interaction. The fundamental basis of the sphere of intercultural communication at the World exhibitions should be considered a semiotic (sign) component, to which the language and various other sign formations belong. Expressing the uniqueness of a particular nation among other nations, the sign systems perform the role of a guide at the same time, which make an intercultural contact. A special place is occupied by signs which symbolize governments and nations. The perception of this kind of symbols in their general meaning evoke in mind a whole set of images and ideas about the country, achievements in the arts, science and technology.