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Get a Taste of Sweden at the Swedish @ ADIBF

Abu Dhabi, UAE, April 13, 2014: As this year’s Abu Dhabi International Book Fair Guest of Honor, Sweden will host a pavilion showcasing Swedish literature, culture, food, innovation, nature and much more. Visitors  to the fair, which will run at Abu Dhabi National Exhibition Centre (ADNEC) from April 30-May 5, will be able to meet Carl von Linné, who named the flowers almost 300 years ago, discuss the Swedish noir with Crime Author Kristina Ohlsson, meet best-selling children’s authors such as Martin Widmark and Stina Wirsén and discuss fine cuisine with renowned chefs such as Nobel Banquet Chef Stefan Eriksson. Today the Embassy of Sweden’s Facebook Application with comprehensive information about Sweden as ADIBF Guest of Honor has been launched for Arabic readers.

In the Swedish pavilion, visitors of all ages and cultural preferences will be able to take part in fun and engaging activities. Sustainability, innovation and creativity will be important themes of the Swedish pavilion, as are the connections to the Nobel Prize:

“Our aim is that every visitor should get a taste of Sweden and a desire to learn more. The pavilion will host a large section for children with room for creativity, learning and fun. We will also talk about the history and values that paved the ground for Sweden developing from a relatively poor agricultural society into a modern high-tech multicultural welfare state on the forefront of creativity, innovation and sustainability. Of course we will also showcase Swedish literature ranging from poetry, drama, fiction and crime to children’s books, illustrations and films.” says Mr. Max Bjuhr, Sweden’s Ambassador to the United Arab Emirates.

Visitors can also take part in a collective writing project and ‘become a writer for a day’. In the  ‘Bike to Light’ competition, visitors can cycle for 30 seconds or more, learn more about health and clean energy, and could win an electric bike by the Swedish company Off Course. There will also be a quiz about Sweden and prizes from Ikea, visitors can write in the Guest Book or have one-on-one talks with authors and other guests from Sweden. Children are invited to see clips of the new Bamse movie – the world’s strongest and kindest bear, make drawings together with renowned Swedish Illustrators and also learn more about how Swedish society has helped spur creativity and innovation among new generations.

The 96 square metre pavilion is designed and built by Ikea, and Ericsson has provided the technical equipment. Other Swedish partners such as Securitas, GAC, Off Course/Green, Swedish Women’s Educational Association (SWEA), the Swedish Photo Crew, Careem, and Business Sweden have also contributed to the pavilion. The Swedish Arts Council, The Swedish Institute and the Embassy of Sweden have contributed in inviting guests.

“We are delighted to be in focus this year and also to host the largest Guest of Honor delegation so far. This is all made possible thanks to the interesting guests we have been able to invite and the good relations we have established with the professional organization of ADIBF”, says Ambassador Max Bjuhr.
Sweden’s pavilion will be in Hall 11, stand 11C06. The Guest of Honor Facebook application in Arabic may be found at:
Media Contact Embassy of Sweden: Mrs. Rifk Ebeid, +971-50-818-8411;

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