Finnish Way of Connecting Minds, Creating the Future in Expo 2020

Finland, together with over 100 Finnish companies, is participating in the World Expo 2020 in Dubai with her own pavilion "Snow Cape". Participation in the Expo is strengthening Finland's visibility in the Gulf region.

The benefits of participating in the World Expo are significant not only for Finland, but also for Finnish companies and clusters. For many industries, e.g. high technology industries, education and health technology, the Gulf countries are a growing market and participation in Expo will strengthen the existing relationships and build new connections between Finland and Finnish companies with UAE and Gulf area. It will also boost the Finland’s brand image not only in Gulf area, but also wider in Africa and South Asia and eventually globally. Finland will be promoted as a trade partner, investment target and destination for travel.

Expo participation consists of number of activities. We are building the actual Pavilion building and designing the exhibition. Furthermore we are preparing the operations and programming for the 173 Expo days. During the process we also wish to spread information about Finland and our sustainable innovations. Presently we are heavily concentrating on the Pavilion construction, but all activities have been initiated and will be intensified as the opening day approaches.

The design concept of the Finland pavilion “Snow Cape”

“Snow Cape” is the name of Finnish pavilion at the World Expo 2020 in Dubai. Simple, but refined Finnish design combined with an entrance resembling an Arabic tent brings together the country’s icy landscapes with the culture of Expo 2020’s host nation, the United Arab Emirates.

 Inspired by the white blanket of snow, which covers the Finnish landscape from autumn onwards, the Finland Pavilion resembles a white snow covered tent. The simple, elegant design reflects the fascinating tradition of Finnish architecture. The Finnish pavilion is a meeting space, a tent where connections between Finnish and Arabic minds can be fostered.

 The Finland Pavilion takes its inspiration from Finnish nature, design and innovation

 Finland has a unique and long heritage in design and architecture. The pavilion can also be seen as a design object telling a story about this heritage. From outside, the shape is simple but refined; inside a dynamic, open “gorge” is carved into the building. The pavilion aims to stand out from the complex visual noise of its surroundings.

Finland is one of the leading countries in terms of innovation and technological know-how in the entire world. Finnish innovation is highly respected globally.  Innovation often requires thinking “out of the box”, including an element of surprise. In the pavilion, the surprise is the wooden heart and exhibitions inside. Waiting to be discovered, the pavilion offers a cool shaded refuge for Expo visitors. Best innovations are simple but intelligent, this is also the approach of the architectural concept.

 Connecting Minds, Creating the Future

 The main theme of Dubai Expo 2020 ”Connecting Minds, Creating the Future” signals our global need to work together to inspire future generations and to develop partnerships across sectors, organisations and geographies to address multitude of needs of our rapidly changing world.

 The theme of Connecting Minds, Creating the Future is structured around the three subthemes of Opportunity, Mobility, and Sustainability. These subthemes represent three critical drivers of global progress. In these respective areas, Finnish companies have a lot to offer.

 Exhibition sharing Sustainable Finnish innovations

 Construction work on Finland pavilion will start in May and exhibition design in June. On the ground level of the Finnish Pavilion, exhibition will showcase the country’s competences and expertise across various business sectors. Finland will be presented as a destination for business, partnerships, investment opportunities and travel. The latest innovations reside primarily in the corporate world; consequently, technological innovations of Finnish globally operating companies are a strong element in the exhibition.

 Sustainability is at the core of all Finnish public and private activity. Sustainable innovations is a concept embraced by Finnish industry at large. Opportunities of connecting minds globally in order to find solutions to human challenges is also inherent to exhibits in the pavilion. Finland’s key strengths – Education & Know-How, Functionality & Wellbeing and Nature & Sustainable Development - are all incorporated into the comprehensive exhibition of Finland.

 Finnish Majlis – a platform for deeper connections

 The second level, VIP and Conference area or “Finnish Majlis” is bringing the meeting of minds to a deeper level. In this multifunction area business partners, decision makers, politicians, administrations and all other invited groups can meet face to face in the cool shaded refuge inside the Finnish-Arabic tent. During most of the 173 days of Expo different interest groups are invited to meet their Finnish partners and to make new connections with the hosts.

 Programming and operations

 Planning work for operations and events during the Expo are still at a very early stage. Programming will follow the major events taking place in UAE and the theme weeks of Expo that are being developed. Joint activities with Expo, other National pavilions and especially with our Nordic and Baltic neighbours are being examined.

 Communications programme

 The entire Expo participation is a communications exercise. Consequently, we are strongly investing in communications activities already during the time before Expo. Press visit to Finland and thematic press events in Dubai are already taking place and more is in the pipeline. The activities are increasing as the opening of Expo approaches and the highlight will be the Finnish National day on November 20th, just a month after the opening of Expo.

 Pirkko Autio

Communications Director, Business Finland,

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