A welfairytale is when lifestyle, consumption and growth go hand in hand with sustainability and social consideration. Welfairytales are stories about what we are good at in Denmark, namely to act holistically with an eye for both the human factor and the global implications.

Welfairytales was more than a traditional exhibition pavilion. It was an opportunity to try out the city life that we are talking about. You could jump on a city bike and meet the Danes, their lives and dreams. You could let the children loose on the nature playground. You could enjoy an organic picnic and dip your toes in the water by The Little Mermaid.

With Welfairytales, we wanted to show that welfare is not just about wealth. It is the opportunity to live a life that is humanly as well as environmentally coherent.