Norway to exhibit sustainability at world’s fair

‘The Nature of Norway’ is the presentation concept for EXPO 2010 in Shanghai.

“The Government aims to show the world that sustainability is important to Norway,” says Minister of Trade and Industry Sylvia Brustad. The concept ‘The Nature of Norway’ conveys this with style.

This summer a competition was held for designing Norway’s featured concept for EXPO 2010 in Shanghai. Today the Minister of Trade and Industry launched ‘The Nature of Norway’, designed by the winners: Helen&Hard, Melvær&Lien Idea-entrepreneur, and Sweco Grøner. The launch was held at the National Museum of Art, Architecture and Design, where the winning concept will be on exhibit through 24 August together with the four finalists’ proposals.

“I look forward to presenting our exhibit to the rest of the world,” says Ms Brustad.

The pavilion is a landscape and arena for experiencing and learning about sustainability. Sustainability is emphasised by the choice of materials, efficient use of resources and energy, and the subsequent use of the pavilion.

“By taking part in EXPO 2010, we aim to profile Norway and create a meeting point for politics and industry, as well as develop our contacts with China as a trade partner,” says Minister of Trade and Industry Sylvia Brustad.

China has undergone impressive economic growth in recent years and is our most important trade partner in Asia. Shanghai in particular is a vital hub for Norwegian trade and investment – so Norwegian business interests in China have a real interest in our participation in EXPO 2010.
“Being involved in EXPO 2010 gives us a unique opportunity to show off to China and the rest of the world. It is also essential to our long-term aspirations in China,” adds Ms Brustad.

EXPO 2010 is a partnership of public administration and private enterprise. So far, confirmed participants in the project include Det Norske Veritas, the Kongsberg Group, Wilhelm Wilhelmsen ASA, StatoilHydro and the travel & tourism industry.