Place Branding and Public Diplomacy

, Volume 7, Issue 2, pp 127–135 | Cite as

Innovations in public diplomacy and nation brands: Inside the House of Sweden

  • James Pamment
Students' Corner


This article investigates innovations in public diplomacy and nation brands through the example of Sweden's Embassy in Washington, DC, the House of Sweden (HoS). The analysis explores the styles of communication and public outreach made possible by the interaction between its architectural design, brand values and public diplomacy applications. Aimed at practitioners and scholars with an interest in public diplomacy and nation brands, this article assesses the activities, impact and implications of the House as a platform for public diplomacy. In addition to using the HoS as a case study in its own right, the article discusses some of the unique events hosted there, as well as related experiments such as the Second House designed for virtual world Second Life.


public diplomacy nation brands House of Sweden second house 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2011

Authors and Affiliations

  • James Pamment
    • 1
  1. 1.Department of Journalism, Media & Communication (JMK)Media & Communication (JMK), Stockholm UniversityStockholmSweden

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