Zeidlitz and the rest of the Swedish Expo team have been faced with a number of challenges in the wake of the pandemic, however, the uncertainty has also opened new opportunities.

– Due to the pandemic, the virtual meetings have become more important, and we have integrated both the physical as well as the virtual meeting in the pavilion. The ability to host virtual meetings gives us the chance to include even more people in this exhibition.

– We are proud of how we have conquered the challenges arising from the pandemic. We have created solutions together with the partners, everyone has needed to rethink and that have we done together. We have given the process the dynamic it has needed to allow Expo 2020 to be the new start that is necessary after the pandemic.

How far along is the construction of the pavilion?

– The Swedish pavilion is virtually finished. It is just some interior details, as well as the inside exhibition that needs to be put in place. The pavilion looks amazing.

The Swedish pavilion “The Forest” is located in the Sustainability District. Its exhibition goes under the theme “Co-creation for innovation” and will include both an at site experience, as well as a fully equipped TV studio, and resources for live broadcasts. A lot of effort is put in by both partnering companies and the Expo committee to reach the audience digitally as well.

With all these digital solutions in place for the Swedish presence, Zeidlitz clarifies why it is important for Sweden to also physically be on site for this event:

– The value in meeting face to face is crucial in continuing after the pandemic.

What makes this project unique?

– Sweden is unique as an exporting country, our flat organisations are reflected in co-creation, to create together crossing borders of industry, actors, and participants. Sweden focuses on sustainability, not only in the pavilion, and not only ecological sustainability, but social and economical, as well – and that is mirrored in the pavilion as values incorporated in Swedish businesses.

Are these aspects mirrored in Sweden’s participation in the Expo?

– The project itself is very co-creating to its nature, just as the exhibition in the pavilion will be. The work is very flexible, everyone is helping out where needed, the work mirrors the typical flat structure which is significant for Swedish organisations. That is a part of why Swedish businesses differ from the rest of the world.

– Many parts of the work we have had to consider several different perspectives of, in order to include the interest of different participants. Everyone should be included and that is reflected in the decision making process.

What about the exhibition are you the most excited for?

– I am most looking forward to seeing how people finally meet on those platforms I have taken part in creating the opportunities for. To see someone standing on a stage, interacting with the audience, to see the interactions finally take place.