PublishedinDenmarkbyTheMinistryofEconomicandBusinessAffairsin2008.Nopartofthisbookmaybereproducedinanymanner,inanymediaortransmittedbyanymeanswhatsoever,electronicormechanicalwithoutthepriorwrittenpermissionofthepublisher.Producedby2+1IdeasAgencyandDenmark’scontributiontoExpo2010hasbeendevelopedbyBIG,2+1IdeasAgency,ARUPandStudioLouiseCampbell.印刷與裝訂：丹麥vahle+nikolaisen公司： 2008年·丹麥對2010年世博會的貢獻(xiàn)是由BIG公司、2+1創(chuàng)意公司、ARUP公司，和StudioLouiseCampbell -7Wya-vln---branding-n--shanghaiexPo-2010世博-vl-exhib

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-shanghaiexPo夢想夢想城wayawlaya-TheDanishpavilionatEXPO2010iscalledWelfairytales.Inanexcitingandinteractiveway,itpresentsourcountryusingelementsthatDenmarkandChinahaveincommon.WithWelfairytales,wewanttoshowthatwelfareisnotjustaboutwealth.Itistheopportunitytolivealifethatishumanlyaswellasenvironmentallycoherent.AWelfairytaleiswhenlifestyle,consumptionandgrowthgohandinhandwithsustainabilityandsocialconsideration.WelfairytalesarestoriesaboutwhatwearegoodatinDenmark,namelytoactholisticallywithaneyeforboththehumanfactorandtheglobalimplications.Welfairytalesismorethanatraditionalexhibitionpavilion.ItisanopportunitytotryoutDanishcitylife.Youcanjumponacitybike,meettheDanes,theirlivesanddreams.Youcanletthechildrenlooseonthenatureplayground.YoucanenjoyanorganicicanddipyourtoesinthewaterbytheLittleMermaid.Welfairytalesisaninvitationtotakepartinanewityoflifeandhowtodesigncitieswherehumanwell-beingandabetterenvironmentaretwosidesofthesamecoin.Whatisyour

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-shanghaiexPo展展theea-TheDanishpavilionwillgivevisitorstheexperienceofwhatitisreallylikeinDanishcities.Because,somethingyouhavetriedyourselfismuorememorablethansomethingyouhavejustseenondisplay.AsitisimpossibletobuildanentireDanishcityinShanghai,thepavilionwillgivevisitorstheopportunitytotrysomeofthebestaspectsofDanishcitylifethemselves.Youcanridearoundthepavilionbycitybike,visitagreatplaygroundorhaveanorganic icintheroofgarden.ThewinningprojectdepictstheLittleMermaidfromtheharbourofCopenhagensittinginaharbourpoolatthecentreofthepavilion.Thewinningteam’sideaistotransporttheopenhagentoShanghai.Thiswillbeages-tureofculturalgenerosityandalsoaninvitationtoaculturaldialoguebetweenDenmarkandChina.WhilethemermaidisinShanghaiherplaceinCopenhagenwillbereplacedbysculpturescreatedbyChineseartists.

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-shanghaiExpoExpEriEncE-boloflifestyleandsustainableurbandevelopment.WhenExpocloses,thepavilioncanbemovedtoanothersiteinShanghaiandcouldfunctionasatransferpointforShang-hai’snewcityLikeaDanishcity,theDanishpavilionisbestexperiencedonfootandbybike.Thepavilionisdesignedasatrafficcentreforcitybikesandpedestrians.Thepavilionconsistsoftwoorbits–anoutdoorandanindoor–whichareunitedinonecoherentstory.TheoutdoororbitconnectsthepaviliontotheExpoarea’selevateddeckandconstitutesaDanishcyclepath,aroofparkwithanatureplaygroundandparkingforbicycles.Theindoororbitcon-nectstotheExpoarea’sgroundplanandhousestheexhibi-tion,conferenceroomsandworkplaces.Theloopsareconnectedintwoplaces.Comingfromtheinside,thevisitorscanmoveoutontotheroof,pickupabikeandre-visittheexhibitionbybikeastheoutdoorcyclepathesanindoorcyclepaththatrunsthroughpartoftheTheexhibitioncanbeexperiencedintwospeeds,asacalmstrollwithtimetoabsorbthesurroundingsandasadynamicbicycletrip,wherethecityandcityliferushpast.Welfairytalesre-launchesthebicycleinShanghaiasa與 座 — 步 ，TheroofterraceconstitutesTheroofterraceconstitutesaDanishcyclepath,aroofparkwithanatureplaygroundandparking-facadE-Exhibition-

bicycles.Thecyclepathrunsfromthepavilion’stoptothebottomandiscoveredwithalightbluematerial,knownfromtheDanishcyclepaths.-ThesteelofthefacadebandisperforatedinapatternthatcreatesthesilhouetteofaDanishmetropolis.Fromtheinside,cyclistswillgetaglimpseofaDanishurbanlandscapewhilemovingthroughtheexhibition.Fromtheoutside,thepavilion’sinnerlifewillshinethroughtheshapes-隱約看到展館內(nèi)的燈光和。Thepavilionexhibitionisanunfoldedfairytalebook.Thepavilion’swalldisplayingtheWelfairytalesiscurved,creatingalongerexhibitioncourseandsmallnicheareaswithroomforobjectsconnectedtotheexhibition.-曲折，不但創(chuàng)造較長的用來展覽夢想城市”的展位，basEmEnt&confErEncEalits-

Conferencefacilities,aswellaskitchenandstafffacilitiesareplacedinthebasementwiththepos-sibilityofanindependententrance.AbigwindowrunningalongtheedgeofthepoolstheconferenceroomwithlightandaclearviewoftheLittleMermaid.-設(shè)獨立的。人工水池和坐落其中的美人魚只有一窗 wLARy-

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-ShANghAIExPOANDLANDSCAPE-Thepavilionisamonolithicstructureinwhitepaintedsteel.ThewhitefacadegivesthepavilionacharacteristicmaritimelookthatreflectstheDanishmaritimetradition.Thewhitecolouralsohelpstokeepthepavilioncoolbecauseofitsheat-reflectingcharacteristics.Theroofiscoveredwithalightblueartificialmaterial,knownfromDanishcyclepaths.Inside,theflooriscoveredwithlightepoxyandalsofeaturesthebluecyclepathwherethebikespassthroughthebuilding.ThesteelofthefacadeisperforatedinapatternthatcreatesthesilhouetteofaDanishmetropolis.Fromtheoutside,thepavilion’sinnerlifewillshinethroughintheshapeofthesilhouettesofcyclistsandpedestriansastheypassby.Thepavilionwillbeconstructedonashipyardandthehighdegreeofprefabricationenablessimpletransport,aswiftassemblyprocessonsiteaswellasrationalandeffectivedismantlingandrelocation.

Thepaviliongroundwillbeconstructedasaslightlyelevatedlawn ickingonthegrassundershadyWeeWillows.Thebluecyclepathandwhiteconcretesurfaceswilldefinethearrivalandexit1312 將

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-shanghaiexPo展展thelivayalbook-Thepavilionexhibitionisanunfoldedlivingfairytalebook.Thefairytalebookisaninteractivepicturebook,whichinvitestheaudiencetocontributewiththeirowntalesandtherebycreateadialoguebetweenDanishandChineseideasaboutgoodcitylife.TheivayalbookhasThreealeofhowweTalesofDanishcitylifewheresustainabilityisalifestylealeofwhatweTalesofwhatweDaneslovemostinour’reTalesofDanishtechnologiesandsolutionsthatcanimprovelifeinthecitiesoftomorrow.

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-ShanghaiexPo l&-Theexhibitionwillcombineimages,film,wordsandsoundandinvitesvisitorstotryouttheWelfairytalesthemselves.Youdon’tjustreadaboutthecitybike,youcanrideit.Youdon’tjustreadaboutnatureandecologyinthecity,youcanvisitthenatureplaygroundontheroofandhaveanThefollowingisasetofexamplesofhowverydifferentstoriesofDanishcitiesandcitylifecanbetoldwithinthe

conceptualframeworkofthe 可以游覽屋頂?shù)淖匀痪坝^游樂場 有機食品充 welary-vl-exhib

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-shanghaiexPoalesofhowwe-TalesofhowweliveinDanishcities.Thiscouldbethestoryoftheharbourbath,thecitybike,theforestkindergarten,the

fingerplanorotherexamplesofsustainablecity welary-vl-exhib

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-shanghaiexPoalesofwhaTwe-houseboatorotheralstoriesofwhatDaneslovemostinourcities.ItcouldbeaboutgoingtothefleamarketonaSunday,takingaswimintheharbourorenjoyingthesunonthedeckof welary-vl-exhib

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-shanghaiexPoalesofwherewe’re-TalesofDanishtechnologiesandsolutionsthatcanimprovelifeinthecitiesoftomorrow.Thiscouldbethestoryofwindenergy,heating,buildingtechniquesorfashionanddesign–orotherexamplesofsustainableideasforimproving 事 welAryAl-vl-exhibit

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orgAnisAt-shAnghAiexpoAflelAndopenexhibitionconcept-Welfairytalesisaveryflexibleexhibitionconceptthatcanintegratemanydifferentbusinesspartnersandmanydiffer-entstoriesofDenmark.

Thepavilion’sbusinesspartnerscancontributewithtechno-logicalsolutionsthatexemplifythestoriestoldwithconcreteexperiencesofhowsolutionscanbeappliedinpraxis.SomeoftheWelfairytaleswillbeinteractiveandinvitethepavilion’svisitorstocontributewiththeirownideasaboutthegoodlifeinthecity. -vl-exhib

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-shanghaiexPo品品Brandingbranding-TheDanishparticipationinExpoShanghaiisagreatinvest-mentthatneedstobetransformedintoasmuchpositivebrandingvalueforDenmarkandtheparticipatingpartnersasDenmark’spotentialinAtpresent,Chinaisexperiencinganenormousdemandforwealthandsymbolsofwealth.Withregardstoconsumerismandcitydevelopment,thisisexpressedthroughachiev-ingWesternsymbolsofwealth,securityandluxury.Oftentheseareisolatedsymbolsthatarenotboundtogetherinacomprehensivemindsetabouthowgrowthandwealthandindividualconsumerismcouldbecombinedwithsustain-ability.Inthiscontext,Denmark’spotentialliesinthatwehavethetoolsneededforthenextphaseofthiseconomicboom.Thephase-wheregrowthandwelfarehavetobeconsideredsidebysideandwhereconsumerismalsohastoexpressresponsibility.emandstod:weatChinesedemandstrowwlaWelfairytalesdemonstratesthatwecanfulfilthis

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organisat-shanghaiexPoDanishale-Welfairytaleswill lataleofDenmarkthatcorrespondswiththeglobalDanishbrandingstrategythatisinterpretedstrategicallywithregardstotheChinesemarketandcrea-tivelywithregardstotheaudience.WelfairytaleswillcommunicatethefollowingDanishvalues:Denmarkthinksholisticallyinthesensethatconsumerismandgrowthgohandinhandwithsustainabilityandsocial-passionforlife.

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-shanghaiexPo推廣推廣nn-TheDanishparticipationinExpoShanghaiisofgreatbrand-ingvaluenotonlyforDenmarkandtheparticipatingpartnersbutalsofortheDanesperse.ExpoShanghaiisaneventofsuchscaleandpotentialthattheprojectshouldbepresentedfortheentireDenmark.OpennesswillenabletheDanestofollowtheprojectcloselyandlearnaboutDenmark’spositioninthisglobalarena.Inordertoachieveumbrandvalueaswellasanopencommunicationabouttheproject,Denmark’sparticipationinExpowillberegardedasa nthatpeaksin2010butbeginsalreadyin2008. nstrategyisbasedoneThecontentoftheexhibitionwillbedeveloped withtheDanishpublicoverthenexttwoyears.-DenmarkandChinawillexchange

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-shanghaiexpoialewiththeDanishpbl-

DenmarkanDchinaexchange- nwebsiteandcollaborationwithoneormoremediapartnerswillbeestablishedinlate2008orearly2009.Hereafter,thecollaboratingmediapartnersandthewebsitewill aplatformfordialoguewiththeDanish

regardingtheexhibition. 與一家或多家達(dá)成合作。

Themermaidexchangewillbeaneventthatwillcreateat-tentionandongoingglobalmediacoverageforDenmarkonTV,radioandinnewspapersaswellasvariousperiodicals.InChina,advancepublicitywillcontributetomakingtheDanishpavilionanobviousfocalpointfortheinternationalTV-corporations’coverageofExpo.ItwillalsobeachancetoexperienceyoungChineseartinCopenhagenwhiletheDanishmermaidisinShanghai.

交換美人魚雕像將是一項引起全球關(guān)視公司世博會時競相關(guān)注的焦點。同-vl-exhib

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-shanGhaiexPo組組-TheNaTioNalANationalCommitteehasbeensetupwiththeprimarytasktopresentDenmark’sparticipationtot eralpublic,Danishbusinessesandotherinterestedparties.hrhtheCrownChairmanofTheNationalMinistryofeConoMiCanDbUsinessMrs.LeneEspersen,Mr.FlemmingBorreskov,ChiefExecutiveOfficera.P.lle-Mr.TomBehrens-S?rensen,ChairmanofMaersk Mr.NielsDueJensen,ChairmanofvestaswinDsysteMsMr.Ditlev &FreddySvane,ChiefExecutiveOfficerthenewCalbeGMrs.MariaFabriciusHansen,Memberofth

LeneEspersenrealDaniaFlemmingBorreskov先生，行a.P.ller-M?rskGrUnDfosvestaswinDsysteMs ys-vl-exhib

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-shanghaiexpofurtherdevelopmentoftheFurTherForfurtherinformationaboutDenmark’sparticipationinEXPO2010,visit

BIG（建筑承包商、2+1IdeasAgency（展覽。TheprojecTTheExpo2010groupfromTheDanishEnterpriseandCon-structionAuthority(EBST)managetheprojectandanExpoSecretariathasbeenestablishedtoundertakeorganisationandimplementation.TheadviserDenmark’scontributiontoExpo2010hasbeendevelopedBIG,2+1IdeasAgency,ARUPandStudioLouiseBIG(contractor/architecture),2+1IdeasAgency(exhibition/communication)andARUP(engineering)willbeaffiliatedtotheEXPOSecretariatinanadvisorycapacityduringthe

2+1IdeasAgency、ARUPStudioLouiseCampbell完成編制。 sonD jfmamjjasonD jfmamjjasonDevlntofexhibitionthemesvilionDesignproDuCtionofexhibitionConstruCtionofvilionmountingofexhibitionexhibitionperioDealutn-vl-exhib

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-shanghaiexPo20102010世博shanghaiexposhanghaiexPo-2010 ffialTheWorldExpositionShanghaiChinaabbreviatedExpo2010ShanghaiffialBetterCity,Betterexhibition1May2010to31October2010(6monthsor184exPo5,29km2(theactualexhibitionarea:3,28km2,additionalservicearea:2km2)SituatedonthebanksoftheHuangpuRiverbetweenNanpuBridgeandLupuBridge,downtownShanghaiOfficialpavilion:200countriesandinternationalorganisa-tions.Inadditiontothis–UrbanPracticeAreawith60casesand16corporatepavilions70million–90%Chineseand10%othernationalitiesExpoTheWorldExpoisaglobal,large-scale, exhibition.Itisaninternationalmeetingplacewithfocusonestrengtheningofinternationalrelationsandtheexchangeofsolutionstoglobalchallenges,aswellasbeinginstrumentalinbrandingcities,regionsandcountries.Withahistorythatspansmorethan150years,WorldExpoisconsideredtheequivalentoftheOlympicswithintheeconomic,researchandtechnologyfields.

2010世博：20105120101031（6服務(wù)區(qū)：2平方公里） 2010 wlAryA-l-exhiBit

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orgANisAt-shANghAiexPoZ0neBetterCity,BetterThethemeforExpo2010isBetterCity,BetterLife.Expo2010isthefirstworldexpositiontofocusonthecity’sBy2010,over50%oftheworldpopulationwillbelivinginurbandwellings.Thecity’sdevelopmentisofglobalinterestandconcernsallcountries-developedandlessdeveloped.TheExpo2010areaisdividedupinto5functionalZoNeNationalpavilionsfortheAsiancountries,excludingSouthEa