The Sweden Pavilion, made entirely of wood and trees brought in from the forests of the European country, is ready to promote sustainability and innovation at Expo 2020 Dubai.
Considered Europe’s largest marketing initiative ever, Sweden will participate with an exhibition pavilion, and the Swedish investment is a co-financing between the state and the business community in equal parts. 143 Swedish partners, companies, organizations and authorities have contributed funding and content to the Swedish initiative. The Swedish pavilion The Forest has the theme ‘Co-Creation for Innovation’ and is located in the sustainability district. Trees from Sweden
Made with wood, trees from Sweden
The Swedish pavilion is 2,500 square meters, completely built of wood and filled with lots of smart, innovative and energy-efficient solutions. 18 meter high tree trunks from the counties of Sweden, Dalarna and Västmanland extend towards the sky.
For each tree used, several new ones have been planted. The lower floor of the pavilion consists of a public exhibition on the theme of sustainability, open to visitors, 12 hours every day during the exhibition’s 184 days.
Sweden promoted from a broader perspective
Expo 2020 is a unique platform for Swedish trade, investments and marketing of visitors. The pandemic has emphasized the importance of a green reboot. It is important that Sweden is in place when the new “business as unusual” is formed. It is also an opportunity to market Sweden from a broader perspective with a focus on priority issues such as democracy, human rights, gender equality, responsible entrepreneurship and sustainability. Special emphasis and attention has been paid to workers’ rights throughout the project, says Commissioner General Jan Thesleff
The focus is on business promotion, attracting investments and talent as well as the broad work with Sweden’s image, says the Expo Committee’s chairman Karl-Henrik Sundström.
Expo 2020 is a global event, but it is also the first time a world exhibition has been held in the Middle East. For those who cannot physically visit Expo 2020, it is possible to follow it and the Swedish participation digitally.