“This project is the greatest marketing venture Sweden has ever done internationally,” says Annika Rembe, Commissioner General of Sweden’s participation in the Expo. “It is of course fantastic to receive this award. From the beginning we have strived to create an exhibition that truly communicates our theme ‘Spirit of Innovation’, and I think this award is proof that we have succeeded.”

Besides BIE's prize the Swedish participation has since the opening in May attracted attention from several directions. CNN's blog praised the pavilion for its arty appearance, Global Times appointed the pavilion website the best one of the Expo, and a month ago, Sweden received, together with three other pavilions, an award for being one of the most commercially valuable pavilions in the area. The World Expo closed October 31.


More than 3.5 million visited the Swedish Pavilion
Over 110 partners co-financed the project with the government
230 000 children played in the Villekulla outside pavilion
150 million was the total project budget
450 cultural performances were designed in conjunction with Circus Cirkör
32 000 VIP guests visited the pavilion
2300 official delegations were received.