初级-rhino部分案例参考图片welfairytales-the danish

PublishedinDenmarkbyTheMinistryofEconomicandBusinessAffairsin2008.Nopartofthisbookmaybereproducedinanymanner,inanymediaortransmittedbyanymeanswhatsoever,electronicormechanicalwithoutthepriorwrittenpermissionofthepublisher.Producedby2+1IdeasAgencyandDenmark’scontributiontoExpo2010hasbeendevelopedbyBIG,2+1IdeasAgency,ARUPandStudioLouiseCampbell.印刷与装订：丹麦vahle+nikolaisen公司： 2008年·丹麦对2010年世博会的贡献是由BIG公司、2+1创意公司、ARUP公司，和StudioLouiseCampbell -7Wya-vln---branding-n--shanghaiexPo-2010世博-vl-exhib

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-shanghaiexPo梦想梦想城wayawlaya-TheDanishpavilionatEXPO2010iscalledWelfairytales.Inanexcitingandinteractiveway,itpresentsourcountryusingelementsthatDenmarkandChinahaveincommon.WithWelfairytales,wewanttoshowthatwelfareisnotjustaboutwealth.Itistheopportunitytolivealifethatishumanlyaswellasenvironmentallycoherent.AWelfairytaleiswhenlifestyle,consumptionandgrowthgohandinhandwithsustainabilityandsocialconsideration.WelfairytalesarestoriesaboutwhatwearegoodatinDenmark,namelytoactholisticallywithaneyeforboththehumanfactorandtheglobalimplications.Welfairytalesismorethanatraditionalexhibitionpavilion.ItisanopportunitytotryoutDanishcitylife.Youcanjumponacitybike,meettheDanes,theirlivesanddreams.Youcanletthechildrenlooseonthenatureplayground.YoucanenjoyanorganicicanddipyourtoesinthewaterbytheLittleMermaid.Welfairytalesisaninvitationtotakepartinanewityoflifeandhowtodesigncitieswherehumanwell-beingandabetterenvironmentaretwosidesofthesamecoin.Whatisyour

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-shanghaiexPo展展theea-TheDanishpavilionwillgivevisitorstheexperienceofwhatitisreallylikeinDanishcities.Because,somethingyouhavetriedyourselfismuorememorablethansomethingyouhavejustseenondisplay.AsitisimpossibletobuildanentireDanishcityinShanghai,thepavilionwillgivevisitorstheopportunitytotrysomeofthebestaspectsofDanishcitylifethemselves.Youcanridearoundthepavilionbycitybike,visitagreatplaygroundorhaveanorganic icintheroofgarden.ThewinningprojectdepictstheLittleMermaidfromtheharbourofCopenhagensittinginaharbourpoolatthecentreofthepavilion.Thewinningteam’sideaistotransporttheopenhagentoShanghai.Thiswillbeages-tureofculturalgenerosityandalsoaninvitationtoaculturaldialoguebetweenDenmarkandChina.WhilethemermaidisinShanghaiherplaceinCopenhagenwillbereplacedbysculpturescreatedbyChineseartists.

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-shanghaiExpoExpEriEncE-boloflifestyleandsustainableurbandevelopment.WhenExpocloses,thepavilioncanbemovedtoanothersiteinShanghaiandcouldfunctionasatransferpointforShang-hai’snewcityLikeaDanishcity,theDanishpavilionisbestexperiencedonfootandbybike.Thepavilionisdesignedasatrafficcentreforcitybikesandpedestrians.Thepavilionconsistsoftwoorbits–anoutdoorandanindoor–whichareunitedinonecoherentstory.TheoutdoororbitconnectsthepaviliontotheExpoarea’selevateddeckandconstitutesaDanishcyclepath,aroofparkwithanatureplaygroundandparkingforbicycles.Theindoororbitcon-nectstotheExpoarea’sgroundplanandhousestheexhibi-tion,conferenceroomsandworkplaces.Theloopsareconnectedintwoplaces.Comingfromtheinside,thevisitorscanmoveoutontotheroof,pickupabikeandre-visittheexhibitionbybikeastheoutdoorcyclepathesanindoorcyclepaththatrunsthroughpartoftheTheexhibitioncanbeexperiencedintwospeeds,asacalmstrollwithtimetoabsorbthesurroundingsandasadynamicbicycletrip,wherethecityandcityliferushpast.Welfairytalesre-launchesthebicycleinShanghaiasa与 座 — 步 ，TheroofterraceconstitutesTheroofterraceconstitutesaDanishcyclepath,aroofparkwithanatureplaygroundandparking-facadE-Exhibition-

bicycles.Thecyclepathrunsfromthepavilion’stoptothebottomandiscoveredwithalightbluematerial,knownfromtheDanishcyclepaths.-ThesteelofthefacadebandisperforatedinapatternthatcreatesthesilhouetteofaDanishmetropolis.Fromtheinside,cyclistswillgetaglimpseofaDanishurbanlandscapewhilemovingthroughtheexhibition.Fromtheoutside,thepavilion’sinnerlifewillshinethroughtheshapes-隐约看到展馆内的灯光和。Thepavilionexhibitionisanunfoldedfairytalebook.Thepavilion’swalldisplayingtheWelfairytalesiscurved,creatingalongerexhibitioncourseandsmallnicheareaswithroomforobjectsconnectedtotheexhibition.-曲折，不但创造较长的用来展览梦想城市”的展位，basEmEnt&confErEncEalits-

Conferencefacilities,aswellaskitchenandstafffacilitiesareplacedinthebasementwiththepos-sibilityofanindependententrance.AbigwindowrunningalongtheedgeofthepoolstheconferenceroomwithlightandaclearviewoftheLittleMermaid.-设独立的。人工水池和坐落其中的美人鱼只有一窗 wLARy-

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-ShANghAIExPOANDLANDSCAPE-Thepavilionisamonolithicstructureinwhitepaintedsteel.ThewhitefacadegivesthepavilionacharacteristicmaritimelookthatreflectstheDanishmaritimetradition.Thewhitecolouralsohelpstokeepthepavilioncoolbecauseofitsheat-reflectingcharacteristics.Theroofiscoveredwithalightblueartificialmaterial,knownfromDanishcyclepaths.Inside,theflooriscoveredwithlightepoxyandalsofeaturesthebluecyclepathwherethebikespassthroughthebuilding.ThesteelofthefacadeisperforatedinapatternthatcreatesthesilhouetteofaDanishmetropolis.Fromtheoutside,thepavilion’sinnerlifewillshinethroughintheshapeofthesilhouettesofcyclistsandpedestriansastheypassby.Thepavilionwillbeconstructedonashipyardandthehighdegreeofprefabricationenablessimpletransport,aswiftassemblyprocessonsiteaswellasrationalandeffectivedismantlingandrelocation.

Thepaviliongroundwillbeconstructedasaslightlyelevatedlawn ickingonthegrassundershadyWeeWillows.Thebluecyclepathandwhiteconcretesurfaceswilldefinethearrivalandexit1312 将

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-shanghaiexPo展展thelivayalbook-Thepavilionexhibitionisanunfoldedlivingfairytalebook.Thefairytalebookisaninteractivepicturebook,whichinvitestheaudiencetocontributewiththeirowntalesandtherebycreateadialoguebetweenDanishandChineseideasaboutgoodcitylife.TheivayalbookhasThreealeofhowweTalesofDanishcitylifewheresustainabilityisalifestylealeofwhatweTalesofwhatweDaneslovemostinour’reTalesofDanishtechnologiesandsolutionsthatcanimprovelifeinthecitiesoftomorrow.

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-ShanghaiexPo l&-Theexhibitionwillcombineimages,film,wordsandsoundandinvitesvisitorstotryouttheWelfairytalesthemselves.Youdon’tjustreadaboutthecitybike,youcanrideit.Youdon’tjustreadaboutnatureandecologyinthecity,youcanvisitthenatureplaygroundontheroofandhaveanThefollowingisasetofexamplesofhowverydifferentstoriesofDanishcitiesandcitylifecanbetoldwithinthe

conceptualframeworkofthe 可以游览屋顶的自然景观游乐场 有机食品充 welary-vl-exhib

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-shanghaiexPoalesofhowwe-TalesofhowweliveinDanishcities.Thiscouldbethestoryoftheharbourbath,thecitybike,theforestkindergarten,the

fingerplanorotherexamplesofsustainablecity welary-vl-exhib

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-shanghaiexPoalesofwhaTwe-houseboatorotheralstoriesofwhatDaneslovemostinourcities.ItcouldbeaboutgoingtothefleamarketonaSunday,takingaswimintheharbourorenjoyingthesunonthedeckof welary-vl-exhib

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-shanghaiexPoalesofwherewe’re-TalesofDanishtechnologiesandsolutionsthatcanimprovelifeinthecitiesoftomorrow.Thiscouldbethestoryofwindenergy,heating,buildingtechniquesorfashionanddesign–orotherexamplesofsustainableideasforimproving 事 welAryAl-vl-exhibit

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orgAnisAt-shAnghAiexpoAflelAndopenexhibitionconcept-Welfairytalesisaveryflexibleexhibitionconceptthatcanintegratemanydifferentbusinesspartnersandmanydiffer-entstoriesofDenmark.

Thepavilion’sbusinesspartnerscancontributewithtechno-logicalsolutionsthatexemplifythestoriestoldwithconcreteexperiencesofhowsolutionscanbeappliedinpraxis.SomeoftheWelfairytaleswillbeinteractiveandinvitethepavilion’svisitorstocontributewiththeirownideasaboutthegoodlifeinthecity. -vl-exhib

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-shanghaiexPo品品Brandingbranding-TheDanishparticipationinExpoShanghaiisagreatinvest-mentthatneedstobetransformedintoasmuchpositivebrandingvalueforDenmarkandtheparticipatingpartnersasDenmark’spotentialinAtpresent,Chinaisexperiencinganenormousdemandforwealthandsymbolsofwealth.Withregardstoconsumerismandcitydevelopment,thisisexpressedthroughachiev-ingWesternsymbolsofwealth,securityandluxury.Oftentheseareisolatedsymbolsthatarenotboundtogetherinacomprehensivemindsetabouthowgrowthandwealthandindividualconsumerismcouldbecombinedwithsustain-ability.Inthiscontext,Denmark’spotentialliesinthatwehavethetoolsneededforthenextphaseofthiseconomicboom.Thephase-wheregrowthandwelfarehavetobeconsideredsidebysideandwhereconsumerismalsohastoexpressresponsibility.emandstod:weatChinesedemandstrowwlaWelfairytalesdemonstratesthatwecanfulfilthis

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organisat-shanghaiexPoDanishale-Welfairytaleswill lataleofDenmarkthatcorrespondswiththeglobalDanishbrandingstrategythatisinterpretedstrategicallywithregardstotheChinesemarketandcrea-tivelywithregardstotheaudience.WelfairytaleswillcommunicatethefollowingDanishvalues:Denmarkthinksholisticallyinthesensethatconsumerismandgrowthgohandinhandwithsustainabilityandsocial-passionforlife.

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-shanghaiexPo推广推广nn-TheDanishparticipationinExpoShanghaiisofgreatbrand-ingvaluenotonlyforDenmarkandtheparticipatingpartnersbutalsofortheDanesperse.ExpoShanghaiisaneventofsuchscaleandpotentialthattheprojectshouldbepresentedfortheentireDenmark.OpennesswillenabletheDanestofollowtheprojectcloselyandlearnaboutDenmark’spositioninthisglobalarena.Inordertoachieveumbrandvalueaswellasanopencommunicationabouttheproject,Denmark’sparticipationinExpowillberegardedasa nthatpeaksin2010butbeginsalreadyin2008. nstrategyisbasedoneThecontentoftheexhibitionwillbedeveloped withtheDanishpublicoverthenexttwoyears.-DenmarkandChinawillexchange

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-shanghaiexpoialewiththeDanishpbl-

DenmarkanDchinaexchange- nwebsiteandcollaborationwithoneormoremediapartnerswillbeestablishedinlate2008orearly2009.Hereafter,thecollaboratingmediapartnersandthewebsitewill aplatformfordialoguewiththeDanish

regardingtheexhibition. 与一家或多家达成合作。

Themermaidexchangewillbeaneventthatwillcreateat-tentionandongoingglobalmediacoverageforDenmarkonTV,radioandinnewspapersaswellasvariousperiodicals.InChina,advancepublicitywillcontributetomakingtheDanishpavilionanobviousfocalpointfortheinternationalTV-corporations’coverageofExpo.ItwillalsobeachancetoexperienceyoungChineseartinCopenhagenwhiletheDanishmermaidisinShanghai.

交换美人鱼雕像将是一项引起全球关视公司世博会时竞相关注的焦点。同-vl-exhib

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-shanGhaiexPo组组-TheNaTioNalANationalCommitteehasbeensetupwiththeprimarytasktopresentDenmark’sparticipationtot eralpublic,Danishbusinessesandotherinterestedparties.hrhtheCrownChairmanofTheNationalMinistryofeConoMiCanDbUsinessMrs.LeneEspersen,Mr.FlemmingBorreskov,ChiefExecutiveOfficera.P.lle-Mr.TomBehrens-Sørensen,ChairmanofMaersk Mr.NielsDueJensen,ChairmanofvestaswinDsysteMsMr.Ditlev &FreddySvane,ChiefExecutiveOfficerthenewCalbeGMrs.MariaFabriciusHansen,Memberofth

LeneEspersenrealDaniaFlemmingBorreskov先生，行a.P.ller-MærskGrUnDfosvestaswinDsysteMs ys-vl-exhib

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-shanghaiexpofurtherdevelopmentoftheFurTherForfurtherinformationaboutDenmark’sparticipationinEXPO2010,visit

BIG（建筑承包商、2+1IdeasAgency（展览。TheprojecTTheExpo2010groupfromTheDanishEnterpriseandCon-structionAuthority(EBST)managetheprojectandanExpoSecretariathasbeenestablishedtoundertakeorganisationandimplementation.TheadviserDenmark’scontributiontoExpo2010hasbeendevelopedBIG,2+1IdeasAgency,ARUPandStudioLouiseBIG(contractor/architecture),2+1IdeasAgency(exhibition/communication)andARUP(engineering)willbeaffiliatedtotheEXPOSecretariatinanadvisorycapacityduringthe

2+1IdeasAgency、ARUPStudioLouiseCampbell完成编制。 sonD jfmamjjasonD jfmamjjasonDevlntofexhibitionthemesvilionDesignproDuCtionofexhibitionConstruCtionofvilionmountingofexhibitionexhibitionperioDealutn-vl-exhib

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-shanghaiexPo20102010世博shanghaiexposhanghaiexPo-2010 ffialTheWorldExpositionShanghaiChinaabbreviatedExpo2010ShanghaiffialBetterCity,Betterexhibition1May2010to31October2010(6monthsor184exPo5,29km²(theactualexhibitionarea:3,28km²,additionalservicearea:2km²)SituatedonthebanksoftheHuangpuRiverbetweenNanpuBridgeandLupuBridge,downtownShanghaiOfficialpavilion:200countriesandinternationalorganisa-tions.Inadditiontothis–UrbanPracticeAreawith60casesand16corporatepavilions70million–90%Chineseand10%othernationalitiesExpoTheWorldExpoisaglobal,large-scale, exhibition.Itisaninternationalmeetingplacewithfocusonestrengtheningofinternationalrelationsandtheexchangeofsolutionstoglobalchallenges,aswellasbeinginstrumentalinbrandingcities,regionsandcountries.Withahistorythatspansmorethan150years,WorldExpoisconsideredtheequivalentoftheOlympicswithintheeconomic,researchandtechnologyfields.

2010世博：20105120101031（6服务区：2平方公里） 2010 wlAryA-l-exhiBit

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orgANisAt-shANghAiexPoZ0neBetterCity,BetterThethemeforExpo2010isBetterCity,BetterLife.Expo2010isthefirstworldexpositiontofocusonthecity’sBy2010,over50%oftheworldpopulationwillbelivinginurbandwellings.Thecity’sdevelopmentisofglobalinterestandconcernsallcountries-developedandlessdeveloped.TheExpo2010areaisdividedupinto5functionalZoNeNationalpavilionsfortheAsiancountries,excludingSouthEa