EXPO
The influence horticultural products have on everyday life is the focus of Floriade 2012’s Dome show. Sky-Skan’s Glenn Smith describes how the immersive experience is achieved
PLANT LIFE I
n Venlo, The Netherlands, the grounds of the Floriade World Horticultural Expo 2012 are rapidly taking shape. Held once every 10
years, Floriade is a showcase of world- wide horticultural entrepreneurship and is expected to attract more than two million visitors during its six month-long operation. One of the most eye-catching attractions is The Dome, a 360 degrees Full Dome Projection Cinema, commissioned by
(Below) The Dome pavilion will fea- ture a five-minute film showcasing the impact horticultural products have on our wellbeing and everyday lives
the Nederlandse Tuinbouwraad (Dutch National Horticultural Council).
The Dome The brief for The Dome was that it should be able to accommodate up to 30,000 visi- tors a day and its theming must reflect the enormous influence horticultural products have on people’s everyday lives. DST Experience Communication, Sky-
Skan Europe and Zendome Berlin took up the challenge and won the bid with their concept of a high-capacity movie theatre in which visitors are immersed in the world of horticulture during a five-minute show. The Dome pavilion is the first thing visi- tors see as they walk through the entrance
(Above left to right) Floriade 2012 takes place from April to October in The Netherlands. It aims to change the way people view horticulture
of the 66-hectare Expo grounds. Once inside, a five-minute immersive show intro- duces them to the fascinating world of horticulture. Visitors experience the impact of the sector’s products on their wellbeing, and learn about the Dutch dedication to delivering the perfect products to enable them to do this on a daily basis.
The Design Marcel Goossens, director of DST Experience Communication, says he believes that experience is the key to effective communication. This philosophy served his company well when it devel- oped the 2002 pavilion for the Dutch Horticultural Council. DST is responsible for the overall concept, design, storytelling and operational side of The Dome. Zendome is a Berlin-based company and is responsible for the dome structure. The company creates harmonic, organic temporary structures based on the time- less design of the geodesic form that Buckminster-Fuller popularised early in the 20th century, but using modern technol- ogy, materials and design. The space-age geodesic structure is a marvel of engi- neering with its modular construction and elegant architectural features. A glisten- ing silver membrane is stretched over the stainless-steel dome structure. The Dome is 20m (65.6ft) in diameter and occupies a space of about 300sq m (3,200sq ft). This
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