Branding a nation
In collaboration with COBE architects and Grontmij Engineering Consultancy, Designit helped develop Denmark’s pavilion at the world EXPO in South Korea. Titled Horizon, the pavilion was inspired by the ocean and coastline. The purpose of the final concept was to illustrate Denmark as a world leader in innovation and development of new resource technologies. This concept was demonstrated with experience design that involved the visitor on both physical and sensory levels. The Danish participation was a joint effort between the Ministry of Economic and Business Affairs and four globally known conglomerates including A. P. Møller Mærsk, Grundfos, LEGO Group and Vestas Wind Systems.
Here is a short description of each theme represented.
At the wall of Wind Power, the visitor could learn about wind power as the clean and independent energy source of the future. By blowing on small interactive wind turbines, visitors could generate power to light a silhouette city of Yeosu. This gave the visitors an engaging hands-on experience to explore the possibilities of wind power.
Denmark is one of the world’s leading shipping nations. To illustrate this, a large world map marked the vast amount of transport routes the Danish container ships accounts for. Visitors could through infographics learn about energy efficient shipbuilding, Denmark’s future global shipping ventures and see the enormous size of future container ships.
At the wall of creativity, visitors were invited to take active part in the exhibition. There were play areas built in Lego bricks where the visitors could use their imagination and learn that creativity and innovation are key to solve present and future problems.
A real size wave from the North Sea was made out of Lego bricks. It was built with 685,810 bricks and measured 361.9 cm in height, 187.2 cm in width and 323.2 cm in depth.
The water bar created awareness of the harmfull environmental effects of plastic and reminded the visitors of how small changes in daily habits can make a big difference. At the water bar, visitors had the opportunity to buy a refillable eco-friendly bottle, a Danish design product made of 20% recycled glass.
The facade was made simple and white, only adorned by the pavilion logo and the outline of a wave illustrating a horizon, to draw attention and intrigue the visitors to go to the dark entrance and into the pavilion.
The focal point of the Danish pavilion was a circular room where visitors were surrounded by a 5m tall 360 degrees projection that showed video sequences from the Danish coast and sea. Each sequence showed how Denmark actively uses water as an energy resource as well as for recreational purposes.
8.2 million people visited the world EXPO and more than 800.000 saw the Danish pavilion.
