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Heart of Denmark

VisitDenmark

#heartofdenmark | visitdenmark.com/ipanema2016VisitDenmark

Discover the Heart of Denmark on Ipanema Beach in Rio

Officially dubbed ‘Heart of Denmark’, the Danish House will be packed with exciting activities and fun and interactive events during this summer’s most prestigious sports event. Building on Danish values and strengths, such as community, sustainability, innovation, urban mobility and great fashion and design, the Danish pavilion is all about sharing information and togetherness and will be accessible to all.

A plethora of exciting activities and pop-up events Join the Danes for daily DJ sunset sessions from 5pm-7pm and look out for announcements of evening concerts too. Share ideas on the artistic ‘Happy Wall’ outside the pavilion, follow all the action on giant TV screens and check out the cool Danish bicycles on display. Go on a virtual reality tour of Denmark and let your children play at the associated LEGO® pavilion next door. Enjoy the innovative and interactive exhibitions and take part in a variety of pop-up events from yoga classes to beer tasting, attempts to make Guiness Book of World Records and fun games.

With lots of shareable, interactive and engaging experiences, the Heart of Denmark pavilion will be a festive meeting point for the Danish delegation where athletes will celebrate their victories with the Danish community, the general public and international visitors alike. The Heart of Denmark pavilion will also be a platform for Danish business, culture, sports and tourism to enhance global awareness of Danish traditions, core values and competences as well as showcasing a variety of sectors where Denmark has international prominence.

Daily DJ sessions, Danish bicycles, virtual reality trips to Denmark and much more(!) will form part of the ‘Heart of Denmark’ pavilion in Rio - an ambitious 20 day showcase celebrating the best of Danish culture, lifestyle, export brands and design. The event is free for all, so come discover what Denmark has to offer between 3-21 August on the iconic Ipanema Beach during the Rio 2016 Olympics.

Pavilion inspired by Brazilian architect Oscar Niemeyer

Located on the world-famous Ipanema Beach in an impressive 300m2 pavilion, the Heart of Denmark pavilion has been designed as a tent construction composed of four sections of metal profiles covered in white canvas. The four structures are connected by a transparent acrylic cross - a clear reference to the Danish flag - and will be illuminated at night. Its open spaces permit natural light and ventilation to flow and provide spectacular ocean views. In addition, the Heart of Denmark pavilion will also feature an associated 75m2 playground by Danish toy manufacturer LEGO.

Designed by acclaimed Danish architecture firm Henning Larsen Architects, who also designed Copenhagen’s iconic Opera House and the new Moesgaard Museum in Aarhus, the pavilion’s simple, light and bright expression is a reference to Nordic architecture and design and to Denmark’s maritime history. The design was also inspired by Rio de Janeiro’s hilly landscape and pays tribute to Brazilian architect Oscar Niemeyer. They say that the Danes are the happiest people in the world, so come along and join us and find out why!


From Vikings to Bike kings

Often referred to as “a nation of cyclists”, the Danes are known for their urban cycling culture, eco-conscious lifestyle, modern arts and design, and some of the best cuisine the globe has to offer. The urban cycling culture is a prime example of Denmark’s green lifestyle, with hundreds of kilometers of bike lanes and 55 percent of all Copenhageners commuting by bike. This lifestyle is integral to the day-to-day life in Copenhagen and combined with its numerous green spaces and ecological design has made Copenhagen one of the greenest cities in Europe.

Freewheeling fun at the Heart of Denmark pavilion on Ipanema Beach Danish fairy tale writer, Hans Christian Andersen, once said “to travel is to live”. If Andersen had lived today, he might have said “to cycle is to live”. 9 out of 10 Danes own a bike and the bicycle is the preferred mode of transport in Denmark. Visitors to the Heart of Denmark pavilion will get a chance to experience Danish cycling culture first-hand exploring the cool bicycle exhibition in- and outside the pavilion showcasing the latest innovations and trends in bicycle design.

The Bike Café

Combining two of the Danes’ favourite things; bikes and coffee, the Heart of Denmark pavilion’s Bike Café will be serving up sustainable craft-made specialty coffee from a traditional cargo coffee bike. Promoting the simple pleasures of city life, such as coffee drinking and bike riding, the Bike Café baristas will be serving Brazilian coffee from the Southern part of Minas Gerais in biodegradable cups, and 10 % of their sales will be donated to the urban Brazilian bike project Instituto Aromeiazero.

Charge your phone with pedal power

Both innovative and sustainable, the smart bike is a great example of the Danish way of life. By connecting a phone to the smart bikes on display at the Heart of Denmark pavilion, visitors can pedal for power and charge their phones.

Pack your suitcase and go on a virtual reality tour of Denmark

Inspired by H.C. Andersen’s popular fairy tale “The Flying Trunk”, a green grass covered cargo bike loaded with red suitcases will offer visitors to the Heart of Denmark pavilion a chance to experience Denmark first-hand. Simply jump aboard one of the suitcases, put on a pair of Virtual Reality glasses and explore Denmark’s open landscapes and bike-friendly cities on a flying visit to some of the country’s most stunning sights and fascinating landscapes - a true fairy tale experience!

Danish bicycles will take center stage when VisitDenmark and partners welcome visitors to the Heart of Denmark pavilion at the iconic Ipanema Beach 3-21 August - an ambitious 20 day showcase celebrating the best of Danish culture, lifestyle, export brands and design.

Building a LEGO® bike - brick by brick: 6-7 August 12pm-8pm

LEGO® originates from Denmark and the bricks are a vital part of every Dane’s childhood. The name is an abbreviation of the Danish words for play and well - “LEG” and “GODT” - and has become one of the strongest toy brands in the world by taking children’s play seriously as learning and innovation.

There will be plenty of building fun at the Heart of Denmark pavilion 6-7 August when Brazilian AFOLs (Adult Fans of LEGO®) will attempt to build the world’s largest bicycle from LEGO® bricks. Visitors will also get a chance to get their hands on the colourful bricks and test their LEGO®-building skills by helping out with the creation of colourful miniature LEGO® bikes at the LEGO®-workshop 6-7 August.

Body Bike launch: 14 August

Fitness enthusiasts are also welcome to attend the launch of a brand new Danish indoor BodyBike when introduced at the Heart of Denmark. 3x45 minutes spinning sessions will take place and if spaces are available, one is welcome to join in.

Heart of Denmark pavilion

With lots of shareable, interactive and engaging experiences, the Heart of Denmark pavilion will be a festive meeting point where athletes will celebrate their victories with the Danish community, the general public and international visitors alike. The Heart of Denmark pavilion will also be a platform for Danish business, culture, sports and tourism to enhance global awareness of Danish traditions, core values and competences as well as showcasing a variety of sectors where Denmark has international prominence.

As the Olympic Games in Rio conclude, Heart of Denmark will leave behind the 56 Danish bicycles showcased in the exhibition to the municipal government of Rio de Janeiro.

VisitDenmark

Hygge


Hygge and happiness at the Heart of Denmark pavilion in RioHygge is a Danish word and concept that is hard to pronounce and even harder to translate but found in abundance across the country. It can be defined as the art of building sanctuary and community, of paying attention to what makes us feel alive. A feeling of belonging to the moment and celebrating the everyday. It’s in the small rituals that comfort us, make us feel at home. It’s sitting around a table sharing a meal, or beside a fire on a cold and rainy night. It’s cosiness and togetherness and one of the reasons why Denmark is often referred to as the happiest country in the world.

Heart of Denmark is an ambitious 20 day showcase celebrating some of the best of Danish culture, lifestyle, export brands and design. The event is free for all and VisitDenmark and partners hope to inspire visitors to the Danish pavilion with plenty of joyful and memorable hygge experiences on Ipanema Beach in Rio 3-21 August.

Join the Danes for daily DJ sunset sessions from 5pm-7pm and look out for announcements of evening concerts too. Share ideas on the artistic Happy Wall, follow all the action on giant TV screens and check out the cool Danish bicycles on display. Go on a virtual reality tour of Denmark and let your children play at the associated LEGO® playground next door. Enjoy the innovative and interactive exhibitions and take part in a variety of pop-up events from yoga classes to beer tasting, competitions and games.

Heart of Denmark Exhibition: Live Together

The art of living together is also about creating great cities with room for people, about democratic urban spaces and much more. Danish cities have on numerous occasions been declared the best cities in the world to live in. At the Heart of Denmark exhibition on Ipanema you can experience more about the Danish approach to building cities that are clean, safe and designed for living the good life.

Send an interactive postcard from Denmark

Send a postcard from Denmark on Ipanema Beach. Standing in front of an interactive screen which can trace faces, visitors engaging with the screen will automatically be placed in a typical Danish scenario visiting the world-famous Tivoli Gardens in the heart of Copenhagen, posing with a bike on the iconic new Bicycle Snake Bridge or just about to dive into the water at Islands Brygge Harbour Bath. The interactive postcards can be shared with family and friends via social media using the Danish Pavilion’s official hashtag #heartofdenmark or sent to friends and family via email.


Inspired by H.C. Andersen’s popular fairy tale “The Flying Trunk”, a green grass covered cargo bike loaded with red suitcases will offer visitors to the Heart of Denmark pavilion a chance to experience Denmark first-hand. Simply jump aboard one of the suitcases, put on a pair of Virtual Reality glasses and explore Denmark’s open landscapes and bike-friendly cities on a flying visit to some of the country’s most stunning sights and fascinating landscapes - a true fairy tale experience!

Spread joy and share ideas on the artistic Happy Wall

The only limitation is your imagination when engaging with the Happy Wall installation - an analog interactive pixel screen created by Danish artist and designer

Thomas Dambo. The art piece consists of hundreds of wooden blocks on spinners in various colours and by flipping the blocks into different patterns, you can create your own statement, drawing, word or expression and share what makes you happy.

Together Wall

Art students from the NGO art and technology school Finish the sentence ‘Together we will…’ and post it with a selfie on the ‘Together We Will’-grid or share it across social media using @togetherwewill #heartofdenmark and #GlobalGoals. Urging people to take action, the Together Wall has been designed with inspiration from the UN’s 17 Sustainable Development Goals for 2020 which aim to mobilize efforts to end all forms of poverty, fight inequalities and tackle climate change, while ensuring that no one is left behind. The seven Heart of Denmark themes - live together, commute together, eat together, play together, innovate together, design together and recycle together all form part of the solution and this interactive installation gives people the opportunity to suggest how they think we can reach the 17 UN goals – together. The Together Wall is also an interactive installation where visitors can sum up their experience in the Heart of Denmark pavilion in a reflective and playful manner through the wall’s interactive features, such as the spinning wheel commanding good deeds.



Go green with the Danes at the Heart of Denmark pavilionIn Denmark, green is not the new black, it’s a lifestyle. The Danes have developed a lifestyle that puts eco-friendly living and thinking at its core. The environment plays a large part in city planning, which can be seen from the clean waterways, numerous green spaces, the Danish bicycle culture, eco-friendly design and organic foods.

Learn more about Danish values and strengths, such as community, sustainability, innovation, urban mobility and great design at the Heart of Denmark pavilion on the iconic Ipanema Beach in Rio when VisitDenmark and partners put on an ambitious 20 day showcase celebrating the best of Danish culture, lifestyle, export brands and design 3-21 August. The Heart of Denmark pavilion will be a festive meeting point packed with shareable, interactive and engaging experiences, exciting activities and a range of pop-up events.

Recycling-band music workshop: 5th Aug 11am-4pm

The only limitation is your imagination when creating musical instruments from waste and thrown out household items combined with technology and electronics at the rubbish-band workshop 5th August. The Heart of Denmark pavilion will be a space for creativity at this fun and away from the mainstream music workshop where children will be taught to make groovy sound installations and to play various creative instruments, such as the robot drums, whilst also learning to make alternative use of rubbish.

Recycle together at the #heartofdenmark pavilion in Rio: 16-18 August 4pm-10pm

Art students from the NGO art and technology school Spectaculu will be constructing a heart shaped art piece made from recycled cans and other reusable tableware collected at the Heart of Denmark pavilion, such as paper cups and tin cans. The construction of the art piece will take place in the pavilion on a base decorated as the Danish flag and the heart will be exhibited on the beach after completion. The exciting art piece will be created with inspiration from Director of Spectaculu, Vik Muniz’s international award winning documentary Wasteland. The renowned art professor Eric Fuly, whom recently created a large Madonna sculpture out of rubbish collected on the Botafogo beach in Rio, where the sculpture is currently on display, is heading up this project alongside some of his art students. Fuly is passionate about integrating young people from disadvantaged communities in Rio through the creation of art and design from recycled materials.

Exhibition: A State of Green

State of Green, the official green brand for Denmark, gathers all leading players in the fields of energy, climate, water and the environment. Check out the State of Green box and much more at the Heart of Denmark exhibition to learn more about the Danish experiences.

Green capital Copenhagen reality tour of Denmark

As one of the world’s most environmentally friendly cities, Copenhagen continues to be on the forefront of environmental and sustainable practices. Denmark’s capital was named Europe’s Green Capital for 2014 by the European Environment Commission after receiving the INDEX: Award 2013. The Index award is the world’s largest design award, and Copenhagen earned the recognition for their climate plan which provides a unique, robust and pro-active framework for a massive influx of sustainable design solutions in the future. Denmark’s capital is also a frontrunner when it comes to the environment and plans to become the world’s first CO2 neutral capital by 2025, having developed a lifestyle that puts eco-friendly living and thinking at its core – from the clean waterways and bicycle culture, to eco-friendly hotels, and farm-to-table cuisine.

Green from the Ground Up

Denmark has always been progressive in environmental preservation, and in 1973 it was the first country in the world to implement an environmental law. Ever since, the environment has played a large part in city planning. In fact, Denmark aims to become the world’s first country entirely independent of fossil fuels by 2050. Copenhagen is also


the first city in Scandinavia to have a mandatory green roof policy – making vegetation and soil a mandatory obligation in planning new developments. In various respects, Copenhagen is a role model for many of the world’s big cities when it comes to sustainable town development.

Cycling Culture

Another example of Copenhagen’s green and sustainable society is the well-known biking culture which is made accessible with cycle routes covering the city. With over a hundred miles of bike lanes and 45 percent of all Copenhagener’s commuting daily by bike, the Danes are known for their iconic cycling culture. Copenhagen was the first city in the world to be named the official ‘Bike City’ by the International Cycling Union, and there are up to 40,000 cyclists crossing Queen Louise’s Bridge daily. As a visitor to the city, it’s easy to saddle up and cycle with the flow thanks to bike tours led by locals including Bike Mike Tours, Cycling Copenhagen, and GPS-guided excursions with Bike the City.

Renowned Farm-To-Table Dining

The environmental friendly ambitions of the city are also reflected in the farm-to-table dining scene throughout Scandinavia’s gourmet capital. With more than 60% of the land in Denmark cultivated for farming, eating

locally is second nature for the Danes, and delicious locavore cuisine is available at a wide range of eateries across the city. Restaurants like Michelin-starred Noma and Geranium, pioneered the New Nordic movement, which lies in the concept of local, seasonal ingredients. Other gastronomic hotspots like BioM ensure everything is environmentally friendly, from its recycled plastic chairs to organic wall paint and candles, while the organic hot dog stand, Døp, serves organic sausages for fast food without compromising on high quality.

Capital of Sustainable Meetings

Copenhagen is known as the ‘Capital of Sustainable Meetings’, not only due to its impressive range of eco-certified hotels and venues, but also because of the city’s green profile on the whole. The largest convention center in Denmark, Bella Center, has recently invested millions in energy-saving measures and has a massive wind turbine in its backyard, marking a focus for Denmark on wind energy as the most important renewable energy source. The conference centre also has protected green areas right outside the doorstep, and is Green Key certified, a globally recognized label, which started in Denmark, requiring leisure organisations to meet criteria in the areas of policy, action plans, education and communication, as well as the regular environmental demands of a hotel.

VisitDenmark

Heart of Denmark


Discover Delightful Danish Design at the Heart of Denmark pavilion in RioDesign is said to be intelligence made visual, and Denmark is the epicentre of clever and trendy design. Come and visit, and be inspired by, the some of best of Danish sustainable architecture, timeless interior design, industrial design and design to improve life, cool designer bikes and much much more when Denmark takes over Ipanema Beach 3-21 August.

Denmark has been granted the unique opportunity to set up a National House on the world-famous Ipanema Beach during the Rio 2016 Olympic Games in August. The über-chic Danish pavilion has been designed by acclaimed Danish architecture firm Henning Larsen Architects and will be packed with exciting activities during this summer’s most prestigious sports event.

Officially dubbed ‘Heart of Denmark’, the spectacular Danish House will be decorated entirely with Danish designed furniture, arts and crafts for a fantastic 20 day showcase celebrating the best of Danish culture, lifestyle, food and design

Danish Design – From High Functionality to High Fashion

Thanks to 1950s Danish Modern designers such as Arne Jacobsen and Hans Wegner, who made Danish Design a household term, Denmark is one of the world’s leading epicenters of design and architecture. Home of LEGO® and countless other innovative businesses, small and large, this design heritage continues in Denmark today, influencing everything from furniture and home ware to industrial products, design to improve life, toys, architecture and fashion. The latter mentioned is also a rapidly growing scene with high-end designers making their mark around the world. For some of Scandinavia’s best shopping, Copenhagen and Aarhus offer one-of-a-kind boutiques, well-known designer names and classy department stores.

Pavilion inspired by Brazilian architect Oscar Niemeyer

Located on the world-famous Ipanema Beach in an impressive 300m2 pavilion, the Heart of Denmark pavilion has been designed as a tent construction composed of four sections of metal profiles covered in white canvas. The four structures are connected by a transparent acrylic cross - a clear reference to the Danish flag - and will be illuminated at night. Its open spaces permit natural light and ventilation to flow and provide spectacular ocean views. In addition, the Heart of Denmark pavilion will also feature an associated 75m2 playground by Danish toy manufacturer LEGO.

Designed by acclaimed Danish architecture firm Henning Larsen Architects, who also designed Copenhagen’s iconic Opera House and the new Moesgaard Museum in Aarhus, the pavilion’s simple, light and bright expression is a reference to Nordic architecture and design and to Denmark’s maritime history. The design was also inspired by Rio de Janeiro’s hilly landscape and pays tribute to Brazilian architect Oscar Niemeyer.

Predicted to be a popular hangout, the pavilion’s unique location guarantees spectacular views of the Atlantic Ocean and of the Dois Irmãos (Two Brothers Hill). The pavilion is one of few national houses open to the public and will be a platform to share stories and know-how about Danish business, sports and tourism as well as highlighting Danish culture and tradition to an international audience.

Building a LEGO® bike - brick by brick: 6-7 August 12pm-8pm


There will be plenty of building fun at the Heart of Denmark pavilion 6-7 August when Brazilian AFOLs (Adult Fans of LEGO®) will attempt to build the world’s largest bicycle from LEGO® bricks. Visitors will also get a chance to get their hands on the colourful bricks and test their LEGO®-building skills by helping out with the creation of colourful miniature LEGO® bikes at the LEGO®-workshop 6-7 August.

How to dress like an athlete

Danish fashion company BESTSELLER has designed the outfits for the Danish Olympic and Paralympic athletes competing at this year’s Summer Olympics in Rio and they are bringing samples from the official collection to the Heart of Denmark pavilion to showcase the latest in sports clothing. Several Danish athletes have been involved in the design process and the collection features everything from casual to formal wear, including Medal Suits and the outfits worn by the athletes for the Opening Ceremony at Estádio do Maracanã and official receptions and events.

#heartofdenmark | visitdenmark.com/ipanema2016VisitDenmark VisitDenmark

Danish art


Get a taste of Denmark in RioWhat’s cooking? Denmark is! As the cradle of the New Nordic Cuisine and with a distinctive terroir for growing some of the best produce in the world, culinary aficionados flock to Denmark to experience a wide range of unforgettable culinary experiences – from oyster safaris to foraging! Learn more about the thriving Danish food scene at the Heart of Denmark pavilion on the iconic Ipanema Beach in Rio 3-21 August.

With lots of shareable, interactive and engaging experiences, the Heart of Denmark pavilion is a fantastic 20 day showcase celebrating the best of Danish culture, lifestyle, food and design and will be a festive meeting point where visitors can learn more about one of the world’s greatest gastronomic hotspot.

A Gastronomic Hotspot Denmark is Scandinavia’s gourmet capital, with this year’s Michelin Guide awarding a total of 26 stars to 22 restaurants across the country - a record number of stars for Denmark and the most for any Scandinavian country. Denmark offers a range of dining experiences from bistros to brasseries to fine dining restaurants such as the cutting-edge noma in Copenhagen, named No. 1 on the San Pellegrino “World’s 50 Best Restaurants” list several times, and Geranium, a 100 percent organic restaurant which has a Bocuse d’Or Gold winning chef in the kitchen. Both have pioneered New Nordic cuisine, which emphasizes seasonal and regional ingredients.

Across the country, chefs are adapting time-honored Danish dishes with their own original preparations, using local, seasonal ingredients and incorporating the influence of international cuisines. Food fads come and go but New Nordic cuisine has a proven staying power. The opening of noma in 2004 began a culinary movement that now inspires a new generation of chefs and a team of alumni who have branched out to create their own restaurants and are redefining the New Nordic philosophy. While the ongoing influence of New Nordic cuisine has created waves of new interpretations, Denmark’s culinary culture also embraces craft beer, rustic cooking, and authentic and local eats such as ‘smørrebrød,’ the traditional open-faced sandwiches made with rye bread.

Visitors to the Heart of Denmark pavilion will get their appetite whet and discover why food is such an important part of Danish culture.

Plant a pencil

A pencil that can supply fresh herbs or crispy veg for dinner may sound like a peculiar idea, but it exists nonetheless. When the Sprout pencil has done its duty as a writing instrument, it is ready to be planted. The eraser is replaced with a special seed capsule containing pesticide-free seeds, while the pencil itself is made from sustainable cedar wood with a point of clay and graphite. Within a couple of weeks after planting, the pencil will begin to sprout. At the Heart of Denmark pavilion, you can observe the pencil’s sprouting process on the shelves around you and bring home a Sprout pencil of your own.

Daily DJ Sunset Session

Stop by the Danish Pavilion on Ipanema beach everyday between 5pm and 7pm for a beautiful Rio sunset with a Nordic soundtrack to complete the experience. For the first week, the resident DJ will be an experimental trio which goes under the names of KLO/Nerd Sweat/Multiplayer. With a combination

of exotic moods, Nordic melancholy and captivating beats and melodies, their music will create a unique atmosphere at the pavilion. The following week, the DJ Sunset Sessions will be hosted by DJ KANT, a Copenhagen-based producer and electronic music artist. As part of an experimental segment, DJ KANT has made official remixes of famous Danish and international artists such as MØ, Jessie J, and NERO. Renowned Danish DJ, Thomas Barfod, will be the pavilion resident DJ for the third and final week of the Heart of Denmark showcase. Thomas Barfod has been an important voice on the Danish pop music scene for many years and has won numerous awards for his DJ skills.

Dine with the Danes, 12th August

Inspired by the five main emotions love, fear, anger, grief and jealousy, Danish yogi, Luise Thye-Østergaard, will share her views and experience on how we gain access to these intangible emotions through yoga and sport at a 45 minute yoga session taking place in the Heart of Denmark pavillion. After the relaxing yoga session, participants can enjoy a healthy Danish-inspired light meal together with their fellow yogis. Media interested in visiting should email [email protected]

Harboe Beer Launch, 9th August 5-9pm

At this festive pop-up event, Danish beverage company Harboe will serve up their take on the popular caipirinha cocktail using their newly launched Harboe Caribia ginger beer as a mixer. The event takes place in the B2B lounge at the Heart of Denmark pavilion and it will be closed to the public. Media interested in visiting should email [email protected]

Football Fever and flavoursome food: 10 August

Expect flags, music, face paint and lots of football fun at the Heart of Denmark pavilion for this festive football fever pre-game party. Denmark and Brazil are set to lock horns in the Men’s Olympic Football Tournament after Denmark secured their place by reaching the semi-finals of the UEFA European Under-21 Championship last year. The match will be played in Fonte Nova Arena in Salvador at 10pm but kick off at the Heart of Denmark pavilion will be at 4pm when professional Danish futsal player, 26-year-old Morten Haugland and his Brazilian team mates show off their skills with an incredible freestyle futsal performance on Ipanema Beach. The Danish super talent, who plays futsal for Botafogo/Helencio, the ruling champions of Campeonato Carioca - the official Regional Championship of Rio de Janeiro, is the first Dane in history to play futsal professionally in Brazil. During this fun event guests will also get a chance to sample some traditional Danish open faced sandwiches known to the Danes as smørrebrød.

VisitDenmark

Business


A small country big on ideasDenmark may be small in size but the country is big on ideas! Denmark has received international recognition as a frontrunner in several areas of technology and research with global impact – especially within the energy, climate and environment sectors where innovative ideas and initiatives have led to the development of intelligent energy solutions, collective heating & cooling technologies, smart city solutions, sustainable city development, solar renewables, wind- and bio-energy solutions, etc. that originate from Denmark.

The Danes are also renowned for having a special ability to design environments that inspire the sharing of ideas and the deepening of human connectivity. Come along and join us to experience this first-hand at the Heart of Denmark pavilion on Ipanema Beach in Rio 3-21 August, when VisitDenmark and partners put on a fabulous 20 day showcase celebrating some of the best of Danish culture, lifestyle, design - and innovation.

Officially dubbed ‘Heart of Denmark’, the Danish pavilion will be packed with innovative and interactive exhibitions and exciting activities during this summer’s most prestigious sports event. Building on Danish values and strengths, such as community, sustainability, innovation, urban mobility and great design, the Danish pavilion is all about sharing information and togetherness and will be accessible to all.

Fun and innovative activities at the pavilion include:

Heart of Denmark Exhibition: Innovate Together

All it takes is a good idea. In the globalised society where change and growth take place at an extreme pace, good ideas are hard currency. At the Heart of Denmark exhibition on Ipanema you will learn more about the Danish approach to inventing new products and work processes, and find out more about concrete initiatives in Denmark with peculiar names such as DOLL and BLOX.

Send an interactive postcard from Denmark

Send a postcard from Denmark on Ipanema Beach. Standing in front of an interactive screen which can trace faces, visitors engaging with the screen will automatically be placed in a typical Danish scenario visiting the world-famous Tivoli Gardens in the heart of Copenhagen, posing with a bike on the iconic new Bicycle Snake Bridge or just about to dive into the water at Islands Brygge Harbour Bath. The interactive postcards can be shared with family and friends via social media using the Danish Pavilion’s official hashtag #heartofdenmark or sent to friends and family via email.


Inspired by H.C. Andersen’s popular fairy tale “The Flying Trunk”, a green grass covered cargo bike loaded with red suitcases will offer visitors to the Heart of Denmark pavilion a chance to experience Denmark first-hand. Simply jump aboard one of the suitcases, put on a pair of Virtual Reality glasses and explore Denmark’s inviting landscapes and bike-friendly cities on a flying visit to some of the country’s most stunning sights and fascinating landscapes - a true fairy tale experience!

Garbage-band music workshop: 5 August 11am-4pm

The only limitation is your imagination when creating musical instruments from waste and thrown out household items combined with technology and electronics at the

rubbish-band workshop 5th August. The Heart of Denmark pavilion will be a space for creativity at this fun and away from the mainstream music workshop where children will be taught to make groovy sound installations and to play various creative instruments, such as the robot drums, whilst also learning to make alternative use of rubbish.

Recycle together at the #heartofdenmark pavilion in Rio: 16-18 August 4pm-10pm

Art students from the NGO art and technology school Spectaculu will be constructing a heart shaped art piece made from recycled cans and other reusable tableware collected at the Heart of Denmark pavilion, such as paper cups and tin cans. The construction of the art piece will take place in the #heartofdenmark pavilion on a base decorated as the Danish flag and the heart will be exhibited on the beach after completion. The exciting art piece will be created with inspiration from Director of Spectaculu, Vik Muniz’s international award winning documentary Wasteland. The renowned art professor Eric Fuly, whom recently created a large Madonna sculpture out of rubbish collected on the Botafogo beach in Rio, where the sculpture is currently on display, is heading up this project alongside some of his art students. Fuly is passionate about integrating young people from disadvantaged communities in Rio through the creation of art and design from recycled materials.



A nation of great business opportunities

Characterized by a stable currency, low interest and inflation rates and balanced public accounts, Denmark has one of the strongest economies in Europe. Known for cordiality during negotiations and a healthy work-life balance, the country has an environment conducive to business.

Denmark is one of the 10 largest nations in the world in commercial and economic terms according to the World Economic Forum’s World Competitiveness Report and for the second year in a row, Forbes Magazine ranks Denmark no. 1 in their global league table “Best Countries for Business”. Forbes has been publishing the Best Country list for a decade, and Denmark has ranked first in six of the 10 annual editions.

Among the country’s main branches of activity and export are navigation, food and pharmaceutical products, technology, export of turbines for wind energy and civil engineering with Danish engineers being responsible for large construction projects of bridges and tunnels all over the world.

Besides the quality of its products and services, Denmark holds a significant competitive advantage because of its strategically well-placed location in northern Europe with easy access to the Nordic nations as well as Central and Western Europe and the expanding economies of Eastern Europe. As a member of the European Union, Denmark also has direct access to the market of the EU’s 350 million inhabitants, as well as more than 200 million inhabitants of Eastern Europe.

All of the above positions Denmark as one of the best nations to do business with and according to the World Bank’s Ease of Doing Business Index 2016, the country ranks first in Europe and third in the world, behind only Singapore and New Zealand .

Denmark offers one of the world’s most dynamic and attractive business environments with innovative companies, a highly skilled workforce, very competitive taxes and business costs, and a famously flexible labour market.


Play your way to the Heart of DenmarkJoin the Danes for evening concerts, daily DJ sessions, games, sports and music workshops at the Heart of Denmark pavilion when Denmark takes over Ipanema Beach 3-21 August. Denmark has been granted the unique opportunity to set up a National House on the iconic Ipanema Beach during the Rio 2016 Olympic Games in August. The Danish pavilion will be packed with innovative and interactive exhibitions and exciting activities, games, competitions and events showcasing the very best of Danish culture, lifestyle, food and design.

Play, movement and cultural experiences bring people together and serve as a source of innovation and creativity. Meanwhile, hobbies have been proven to boost levels of wellbeing and improving quality of life, and many Danes combine individual passions and pursuits with a feeling of community by doing them as part of a club or association – whether it is singing in a choir or joining a football team. At the Heart of Denmark pavilion, VisitDenmark and partners invite visitors to take part in a variety of games, competitions and fun and interactive events during this summer’s most prestigious sport event.

Building a LEGO® bike brick by brick: 6-7 August 12pm-8pm


There will be plenty of building fun at the Heart of Denmark pavilion 6-7 August when Brazilian AFOLs (Adult Fans of LEGO) will attempt to build the world’s largest green bicycle from LEGO bricks. Visitors will also get a chance to get their hands on the colourful bricks and test their LEGO-building skills by helping out with the creation of colourful miniature LEGO bikes at the LEGO-workshop 6-7 August.

Mermaid Festival: Friday 12 August

Fun activities for all mermaid and mermen fans all day long at the Heart of Denmark pavilion. Take a selfie with The Little Mermaid, get your face painted or dress up as a mermaid/man. The iconic Little Mermaid statue in Copenhagen is inspired by the popular story written by Danish fairy tale writer Hans Christian Andersen.

Follow the Rainbow to the Heart of Denmark’s Mermaid Party Friday 12 August

The Mermaid Party kicks off in spectacular style with a colourful fashion show, live music, glitter and rainbow flags galore before the Mermaid Award Show where the winner of “Best Mermaid at the 2016 Rio Olympics” will be declared. This delightfully camp competition is going to be both fabulous and fierce and is guaranteed to bring lots of entertainment and rainbow atmosphere to the Heart of Denmark pavilion.

Denmark prides itself on welcoming the LGBT community and Denmark was in fact the first country in the world to recognize registered partnerships for same-sex couples. In 2009, it became possible for registered gay couples to adopt, and in 2012 for gay people to be married in church.

Sport Unites Nationalities

Former professional golf player and winner of the European Tour tournament in Madrid Open 2007, Mads Vibe-Hastrup, and Intuitive Coach, Luise Thye-Østergaard, will share their views on how an athlete’s state of mind is interlinked with achieving successful results in sports at the Heart of Denmark pavilion through a number of talks and practical exercises. Based on the notion that emotionally balanced athletes perform better, the pair have developed a concept called Sport Unites Nationalities and together they have written the book “Sport and Emotions”. It describes their 4-step model to success through a theoretical approach, examples from the world of sports and suggestions for personal development exercises.

Strike a blow for Denmark

This year is the first time ever in the history of the Olympic Games that golf has been included in the event programme. To celebrate this, we are giving visitors to the Heart of Denmark pavilion a chance to test their putting skills when Denmark’s newest great talent, Thorbjørn Olesen, who ranges amongst the world’s top 65 professional golfers, and Mads Vibe-Hastrup share their golf tips and tricks as well as their personal experiences with sport and emotions over a game of crazy golf. There will also be a chance to interview Thorbjørn Olesen.


Bring out your inner yogi

Inspired by the five main emotions love, fear, anger, grief and jealousy, Luise Thye-Østergaard, will share her views on how we gain access to these intangible emotions through yoga and sport following a 45 minute yoga session on 11 and 12 August. Afterwards, participants are invited to enjoy a healthy Danish-inspired light meal together with their fellow yogis.

Press interested in attending these events should contact [email protected]

Football Fever and flavoursome food: 10 August

Expect flags, music, face paint and lots of football fun at the Heart of Denmark pavilion for this festive football fever pre-game party. Denmark and Brazil are set to lock horns in the Men’s Olympic Football Tournament after Denmark secured their place by reaching the semi-finals of the UEFA European Under-21 Championship last year. The match will be played in Fonte Nova Arena in Salvador at 10pm but kick off at the Heart of Denmark pavilion will be at 4pm when professional Danish futsal player, 26-year-old Morten Haugland and his Brazilian team mates show off their skills with an incredible freestyle futsal performance on Ipanema Beach. The Danish super talent, who plays futsal for Botafogo/Helencio, the ruling champions of Campeonato Carioca - the official Regional Championship of Rio de Janeiro, is the first Dane in history to play futsal professionally in Brazil. During this fun event guests will also get a chance to sample some traditional Danish open faced sandwiches known to the Danes as smørrebrød.

Daily challenges

Ask at the pavilion for more information about the daily ‘Heart of Denmark Challenge of the Day’ – where guests can compete together on friendly terms in a variety of fun games and trials!

MULTIPLAYER music workshop – meeting people through music - 4 August 11am-4pm

Let the music inspire you and join an online electronic band at this alternative music workshop which is all about meeting people through music and computers. Workshop participants will be introduced to the brand new Ableton feature Link, a leading software in live electronic music performance and creation which makes interaction between multiple computers and musicians easy. Using your computer as an instrument can be a shortcut to collaborating with other passionate musicians from around the globe and this programme facilitates a platform for exchanging ideas and playing music together. So come on down and join the Heart of Denmark electronic music orchestra!

5 August 11am-4pm: Rubbish/recycling-band music workshop

The only limitation is your imagination when creating musical instruments from waste and thrown out household items combined with technology and electronics at the rubbish-band workshop 5th August. The Heart of Denmark pavilion will be a space for creativity at this fun and away

from the mainstream music workshop where children will be taught to make groovy sound installations and to play various creative instruments, such as the robot drums, whilst also learning to make alternative use of rubbish.

Good Vibes at the Heart of Denmark pavilion

Denmark has numerous festivals and music events taking place across the country throughout the year from sport events and food festivals to Viking moots and music festivals. Copenhagen Jazz Festival transforms the Danish capital into the world’s largest jazz club for the first week of July each year whilst Aarhus Festival, Scandinavia’s largest culture festival, fills Denmark’s second city with a variety of events ranging from music, architecture and performances to gastronomy showcasing local, national and international artists.

With a programme spanning from jazz to rock, folk, electronica, pop, Neo Nordic Bossa Nova and other surprising genre blends, visitors to the Heart of Denmark pavilion can also enjoy a plethora of music events mixing the best sounds from Denmark and Brazil.

Daily DJ Sunset Sessions and weekend concerts

The Heart of Denmark pavilion will be the place to be for spectacular views of the sun setting behind the Two Brothers Mountain. Enjoy the sunset accompanied by great tunes from the pavilion’s Danish resident DJs at the daily Sunset Parties from 5-7pm.

In addition to the DJ sessions, there will also be live concerts every Friday and Saturday from 8pm-10pm with performers such as Danish jazz musician Jakob Bro who has teamed up with Brazilian Daniel Jobim, grandson of the legendary Bossa Nova composer Tom Jobim. Neo Nordic Bossa Nova will fill the air at the Heart of Denmark pavilion when the duo perform on 6 August. Danish/Swedish/British trio Phronesis is one of the hottest names on the European jazz-scene at the moment. They are bringing a jazzy feel to the pavilion 5th August. The Wenzell & Bugge duo will put on a mix of Danish folk and classical percussion during their live performance 19th August and Danish pop band Panamah, whose hit single “Børn af Natten” was the first ever hit with Danish lyrics to be played on Brazilian radio back in 2013, will be joined by Brazilian musicians when they play a special Rio-edition concert Saturday 20th August.

The extensive music programme at the Heart of Denmark pavilion has been developed by the Danish Cultural Institute in Rio sponsored by The International Panel for Culture under the Danish Agency for Culture and Palaces and the Crown Prince Frederik and Crown Princess Mary Foundation.


Notes to the editor The Danish pavilion is open to the public 3-21 August 2016 from 11am to 10pm. Admission is free.

The inauguration of the pavilion takes place 2nd August and will be attended by members of the Danish Royal Family and members of the International Olympic Committee.

Further info / Contact information Media attending the Olympic Games are more than welcome to visit the Danish pavilion and to contact the press team for further details on [email protected]

High res. images to go Download images and videos from the Danish pavilion on Ipanema and from our extensive Denmark media database here http://visitdenmark.digizuite.dk

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What’s on To stay updated re. What’s On at the Danish pavilion, go to: www.visitdenmark.com/ipanema2016 #heartofdenmark and #ipanema2016

About The Heart of Denmark Pavillon A 300 m2 pavilion will provide the backdrop for a largescale Denmark promotion of Danish business, culture, sport and tourism during the 2016 Olympic Games in Rio. The aim is to inspire visitors by showcasing the country in all its finery and to add to the global understanding of Danish values and creativity. The Danish pavilion, which has been dubbed “Heart of Denmark” has been designed by Henning Larsen Architects and is located on the world-famous Ipanema Beach. The Danish Ministry of Business and Growth and VisitDenmark are co-hosting the event, which has also been supported and developed in cooperation with The Industry Foundation, Nordea-fonden, Realdania and Grundfos.

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