• Provide the right commercial image of Sweden as an attractive market in the world.
  • Create a showcase that stands out amongst over 8000 international participants.
  • Create a self-confident and interesting arena for fruitful meetings and business.
  • Create the opportunity to showcase a large variety of brands – without being cluttered and fragmented.


  • Develop a strong concept and completely new packaging. A theme that draws power from Nordic aspects but is based on the pulse and the city and economic – the NORDIC EDGE.
  • Base the stand on an architectural space and expression, incorporating natural flow, varied surfaces and innovative materials.


  • The showcase was presented at Mapic in Cannes in 2016.
  • Enormous PR for the Pavilion and the Nordic Market.
  • Article and interview by Monocle.
  • Great response by the attendants.