This page contains a Flash digital edition of a book.
EXPO


Bart Dohmen


Not knowing who would be participating, and making a business park masterplan more


fun and guest-orientated were among the planning challenges for BRC Europe’s managing director Bart Dohmen


FLORIADE 2012 KATHLEEN WHYMAN • MANAGING EDITOR • ATTRACTIONS MANAGEMENT


WHAT WAS BRC’S ROLE? BRC was appointed six years ago to be the creative masterplanner for Floriade 2012. We created the story-led masterplan that engages visitors in the expo’s theme of how horticulture can move society towards greener, sustainable living environments. The goal is to tie the region of Venlo, in The Netherland’s natural environment, attractions and leisure activities together through a series of compelling stories and experiences to attract tourism and busi- ness, and contribute to the local economy.


HOW DID BRC GET INVOLVED? Floriade’s managing director, Paul Beck, is a former executive of Efteling, so he’s from the entertainment business. (See interview in AM Q2 10.) When he was appointed


in 2006, an architectural masterplan had already been created, which allowed for the site to become a business park once the expo had fi nished. However, the con- cept was for a typical architectural vision, as opposed to an attractions masterplan. Beck knew that to attract people to


Floriade, the layout needed to be more relaxed and guest oriented. He asked BRC to create a storyline and adapt the masterplan. We couldn’t physically change it, because of the long-term vision for the business park, but we were able to add walkways and visual lines to guide, steer and control visitors and tell the story.


WHAT IS FLORIADE’S DESIGN? We worked with the Floriade 2012 Planning Organisation to create fi ve zones centered


on eco-friendly themes. We then divided the country and commercial pavilions over the different zones to effectively give guests a cohesive, immersive experience. The fi ve zones are: Relax and Heal;


Green Engine; Education and Innovation; Environment; and World Show Stage. Each has a different landmark to help guide visi- tors in a direction, such as the dome in the Environment zone and the water exhibit in the Relax and Heal zone. The zones are designed to look slightly


different, but the overall theme is nature. It’s a beautiful site with a forest in the mid- dle and former architectural lands that we could use. We’ve ensured that there are clear views over the open spaces so that visitors can easily identify where they are on the park at any time. We didn’t want to make the walking dis-


tances between zones too long. Floriade 2002 was held on a huge open fi eld and people still talk about how it was unman- ageable, so we wanted to avoid that.


WHAT WAS YOUR INSPIRATION? Nature and horticulture were the two obvi- ous ones, but the third was theatre. We really wanted the expo to be a more


theatrical space with live entertainment to make the event sparkle with life. The open- ing show was very theatrical so fi tted in well with the theme.


One of the expo’s aims is to educate visitors about how fruit and vegeta- bles are grown and how we eat them


44 Read Attractions Management online attractionsmanagement.com/digital


WHAT ARE THE KEY DESIGN FEATURES? The main thing we were hired to do was develop a storyline which shows Floriade’s vision. Beck’s aim was to transform


AM 3 2012 ©cybertrek 2012


BRC’s design has turned the expo into a theatrical space with live entertainment to make the event sparkle


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86