B I G PAVILION

“Sustainability is often misunderstood as the neo-protestant notion “that it has to hurt in order to do good”. “You’re not supposed to take long warm showers – because wasting all that water is not good for the environment” or “you’re not supposed to fly on holidays – because airtraffic is bad for the environment”. Gradually we all get the feeling that sustainable life simply is less fun than normal life. If sustainable designs are to become competitive it can not be for purely moral or political reasons – they have to be more attractive and desirable than the non-sustainable alternative. With the Danish Pavilion we have attempted to consolidate a handful of real experiences of how a sustainable city – such as Copenhagen – can in fact increase the quality of life”,

- Bjarke Ingels