A 300 m2 pavilion designed by Danish architects Henning Larsen Architects has been providing a dramatic backdrop for a largescale promotion of Danish business, culture, sport and tourism during the 2016 Olympic Games in Rio. The Danish pavilion, which has been dubbed “Heart of Denmark” is located on the world-famous Ipanema Beach and includes exterior and interior graphics from Modulex at the request of VisitDenmark.
Modulex graphics announce the Danish Pavilion in Rio de Janeiro.
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.
The inauguration of the pavilion took place 2nd August attended by members of the Danish Royal Family and members of the International Olympic Committee.
The external signage has been manufactured in the award winning Danish headquarters and manufacturing facility of Modulex and was delivered to the venue along with a suite of campaign material to support the activities at the venue promoting the Danish way of life, sustainability and culture. Visitors have been educated with graphics fixed to a flexible display system accommodating different events taking place during August while Messenger and Compass products have informed and guided visitors around the space hosted by VisitDenmark.
Supporting the promotion of Denmark has been a natural choice for Modulex who were originally founded in 1963 by the Lego Group and are immensely proud of their Danish origins and long standing commitment to design, quality and the environment, for example, all electricity powering the production and offices in Billund are from sustainable sources.
Daily DJ sessions, Danish bicycles, LEGO building contests, virtual reality trips to Denmark and much more have been included in a comprehensive series of events at the ‘Heart of Denmark’ pavilion in Rio. The Danish Pavilion has been open to the public 3-21 August 2016.