© ICEHOTEL Jukkasjärvi / Photo : Asaf Kliger
08.06.2016-10.07.2016 | Berges de l’Europe | Paris
by Sweden
THE ICE | THE STREET | THE SWEDISH WAY
It starts here, an idea and its execution, a collaboration and an inspiration - #bySweden
A celebration of the harsh conditions that made us. The encounter between different elements where sun turns into ice and the street becomes a
gallery.
Sweden opens up to the world through the art of transformation and through its perpetual search for sustainable innovation. Different stories will
allow the banks of the Seine River to turn into an open window to Sweden. Experience the iconic design of Volvo Cars and the coolness of the
famous Jukkasjärvi ICEHOTEL, which is kept cold by solar energy; walk through Malmö and the patchwork of its human landscape illustrated
through the eyes of a street artist using Augmented Reality; slow down, immerse yourself and live a Swedish moment.
Save the date: Malmö by Sweden, a whole day with Live Painting, Music and Cinema to explore the cultural diversity of Malmö, 14 June at
the Agora, Berges de l’Europe. #MalmoBySweden
by Sweden is a joint project between the Swedish Embassy in France, Visit Sweden, Business Sweden and the Swedish Institute.
In collaboration with Volvo Cars, the City of Malmö, ICEHOTEL and Musik i Syd. With the generous support of Nibe, Happy Finish and by Dahinden.
by Sweden
THE ICE | Sun turns into ice
THE STREET | An exploration of the human
identity in Augmented Reality
© ICEHOTEL Jukkasjärvi / Photo : PinPin Studio
by Sweden
ICEHOTEL Jukkasjärvi, situated 200 kilometres north of the Arctic Circle in
Sweden, invites the visitors, together with Volvo Cars and NIBE, to this sitespecific installation for the Berges de l’Europe.
Solar power will allow visitors to experience an ice exhibition in the Parisian
summer. The ice blocks, harvested from the Torne River in Sweden, which is one
of the cleanest rivers in the world. These exquisite blocks have been shaped to
celebrate the origin and heritage of Volvo Cars.
The Swedish midnight sun never sets and provides more than enough energy to
maintain the temperature of the ice. As of this year, ICEHOTEL will stay open all
year round using the same renewable and green energy as used at the Berges
de l’Europe in Paris.
ICEHOTEL and Volvo Cars invite you into the coolness to discover an exhibition
of natural ice and design. Experience a moment of human centric design truly
Made by Sweden. A warm welcome to a cold place.
www.icehotel.com | www.volvocars.com
© Limpo
by Sweden
THE SWEDISH WAY | A window towards Sweden
© Jonn / Johnér Bildbyrå
The identity of Malmö, hometown of Zlatan Ibrahimovic, is inextricably linked
to its cultural diversity, inhabited today by some 177 different nationalities. This
human multiplicity constitutes the contemporary countenance of Malmö. Close
to the continent and third biggest city of Sweden, located in the very south of
the country, it is a city that stands out for its independent cultural scene and
innovative entrepreneurial spirit
After the icy winter, the dark nights give place, beneath the midnight sun, to
never ending summer days. Time has come to enjoy the omnipresent nature, its
vast landscapes and numerous lakes.
The interest Sweden shows for nature is the same it has to opening to the rest
of the world. Accessibility and openness play an important part in creating a
prosperous environment to the exchange of ideas and information, key elements
to all types of creativity.
Transparency, freedom of speech, equality, diversity and democracy constitute
the foundations of the Swedish society. Initiatives such as Curators of Sweden
or The Swedish Number, aiming at giving a voice to the Swedish citizens to
speak about Sweden, are good examples. Indeed, Sweden was the first country
in the world to give its official Twitter account @Sweden to a different Swedish
citizen every week, with full freedom of expression. A phone number to Sweden
was also created, set up by the Tourist Association «Svenska Turistföreningen»,
enabling anyone to chat freely with a Swedish person.
After the icy experience of the ICEHOTEL, immerse yourself in the Swedish way
of life at this reconstructed wooden bathing dock inside the pavilion by Sweden.
Presse & Informations: [email protected]
This human diversity has inspired The EthniCity Project to collect and photograph
the portraits of every present nationality in the city since 2013. The Malmöbased street artist Limpo, originally from Salvador de Bahia, Brazil will interpret
an eleven metre long fresco of 25 of these portraits. Thanks to the generous
support of Happy Finish, this original creation by ASA - a senno associates - for
the Berges de l’Europe, will transform the fresco into a virtual gallery.
by Sweden invites you to discover a virtual photographic exhibition in Augmented
Reality through this street art fresco.
Dancing in the street! Performances in front of the by Sweden pavilion:
11.06.2016 at 7 pm: Walkwoman
10.07.2016 at 4 pm: Street Star
Limpo
Fabio da Rocha Passos Pinheiro, better known as LIMPO, was trained at Salvador’s Modern Art Museum
(MAM). In 2013 Limpo was awarded Sweden’s national prize for culture. Limpo continues to paint contracted and
uncontracted graffiti works, produce studio art inspired by his street paintings, and run graffiti and art workshops
for young artists, based out of his studio in Malmö, Sweden.
www.limpotu.com
The EthniCity Project
Photographer Jens Lennartsson has made it his mission to create a photographic patchwork of every country
represented in Malmö.
www.ethnicityproject.com
Happy Finish
Happy Finish is a global creative production studio and agency offering 360 cross platform post production
services and world-class immersive content experiences for leading brands, advertising agencies and
photographers.
www.happyfinish.com
ASA - a senno associates
www.sennoassociates.com