At the Expo, Norway’s main goals were to have three million visitors, manage Norway’s reputation and get young people to engage with the theme “Norway. Powered by Nature.”

However, it was equally important to make the pavilion digitally accessible for those who were not able to make it to Shanghai.

On the web, no matter where you were

Norway distinguished itself at the Expo by integrating visual experience and architecture in an innovative way; both three-dimensionally and holistically. This is a strategically targeted and very visual concept that has been well integrated into everything from architecture to sign elements and digital surfaces.

Although Norwegian values played a central role, the Chinese view of the significance of trees was also successfully incorporated, for example. Norway created a cross-cultural identity in an international format, which was much easier for foreigners to engage with than anything else. The technological communication system that was designed for the internet and handheld devices has made it possible for Expo visitors and people at home to share in the Expo experience.

Company: Innovasjon Norge

Design: Melvær&Lien Idé-entreprenør

Project group design company: Trond Nyman Aarre, Executive producer & Senior Advisor, Melvær&Lien Idé-entreprenør - Line Eintveit, Project Manager, Melvær&Lien Idé-entreprenør - Cecilie Ravndal, Project Manager , Melvær&Lien Idé-entreprenør - Bjørn Ragnar Bastiansen, Market Developer, Melvær&Lien Idé-entreprenør - Linda Voll, Art Director, Melvær&Lien Idé-entreprenør - Petter Skogheim, Graphic Designer & Art Director, Melvær&Lien Idé-entreprenør - Frode Moe, Senior System Developer, Melvær&Lien Idé-entreprenør - Edvard Brygfjeld, Senior System Developer, Melvær&Lien Idé-entreprenør - Andreas Melvær, Art Director Digital media, Melvær&Lien Idé-entreprenør - Kristine Pedersen, Digital designer, Melvær&Lien Idé-entreprenør - Kart Bertil Wiborg, Digital designer, Melvær&Lien Idé-entreprenør - Siv Helene Stangeland, Architect - Helen & Hard Arkitektfirma - Sveinung Hove, Manager, Hove Lysdesign


Award / year: Award for Design Excellence - 2011

Category: Visual communication