This is the second of three columns originally published in Dragon News, the membership magazine of the Swedish Chamber of Commerce (in China).

An exhibition is always more interesting when there is a clear message and a theme holding everything together. As you might already know ”Spirit of Innovation” is the theme of the Swedish exhibition at the Expo 2010 i Shanghai. What you are less likely to know is the story. I mean the story that gives the exhibition direction and content.

Already in the bright and airy entrance hall of the pavilion you will get a taste of the story. Here Sweden and the innovation theme are introduced in a playful and creative atmosphere.

As you enter the first room of the exhibition you also enter a different mood. From bustling and hot Shanghai to calm and crispy Sweden. As you pass by a sun drenched archipelago and snow covered mountains your pulse slows down a little, and as you walk on in to the first chapter of the story you feel a cool breeze on your face.

Just one generation ago the waters of Stockholm were so polluted you couldn’t eat the fish, the seals in the Baltic Sea were dying and we were desperately lime-bombing our acid lakes. Sweden has not always been an example in the global environmental movement. But the challenges we were facing triggered new ideas and innovative solutions that are now helping us to build a more sustainable society. We are not saying we have all the answers or that we are done – but we are honest about the problems we’ve had and are happy to share some of the solutions we’ve discovered so far.

The following chapter is a colorful and inspiring journey through a resource efficient society where we flush with rainwater, commute by biogas-bus and have intelligent recycling systems. With inspiration from the Swedish Trade Council’s concept Symbio City we show how all parts of your everyday life are interconnected, and how economy and ecology can grow together.

The story culminates in its last chapter where we broaden the perspective and celebrate innovations from many different fields. It will be an inspirational mix of high tech innovations and everyday problem-solvers that all originates from Sweden, the Swedes and our companies. We believe that play is closely linked to the development of a person’s creativity and in this last chapter of the story we celebrate play and the spirit that makes it possible to turn problems and challenges into new ideas and solutions.

Last but not the least, everyone who likes our story have the possibility to become a friend of Sweden by leaving their contact details. And Sweden in turn, then has a great opportunity to develop these new contacts into rewarding long term relationships.

Warmly welcome on May first!

Marie Wennberg

Springtime

Springtime is a PR- and communications firm with over ten years experience of brand building in China. Springtime is also the lead agency in charge of designing the Swedish exhibition at the World Expo 2010 in Shanghai. The theme of the Swedish exhibition is “Spirit of innovation” and, together with our partners Futurniture, Tengbom Architects and Eastwei Relations, we have developed the concept and given form to the exhibition.