070405 Portfolio W Bakker

WOUTER BAKKER

CONCEPT/COPY & PROJECT MANAGEMENT

PROJECTS

PRESS

PERSONAL

CONTAC T

PROJECTS

PRESS

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CONTACT

WOUTER BAKKER
name [13.04.1976 ]

address P l a n c i u s s t raat 17A
1 0 1 3 M D Amsterdam
T h e N e t h erlands

home + 3 1 ( 0 ) 2 0 - 4200347
mobile + 3 1 ( 0 ) 6 - 4 2229551

email w o u t e r. b a kker@tiscali.nl

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WOUTER BAKKER [13.03.1976 ]

Hollandse Nieuwe Concepts & Design
01/2006 - current

Totems Communication & Architecture
03/2002 - 12/2005

Conference producer, IIRconferences Amsterdam
08/2000 - 10/2001

Perspekt Studio’s / DOP
07/2000 - 08/2000

Travel
03/2000 - 07/2000

Master’s Degree Philosophy, University of Amsterdam (with credit)
09/1995 - 02/2000
Minor in Political Science (international relations)

Travel
1994 - 1995

Atheneum, Maartens College Voorburg
1989 - 1994

computer skills Adobe: Photoshop, Illustrator, Indesign, Acrobat (CS2)
Apple: DVD Studio Pro, Final Cut, Keynote, Quicktime,
Soundtrack
MS: Word, Excell, Powerpoint
Quark: XPress

language skills Dutch (native)
English (academic)
German (ﬂuent, oral and written)
French and Spanish (moderate)

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PROJECTS

PRESS Totems Hollandse Nieuwe

presstexts - 2002 A udi Paris - 2006 Beeld en Geluid
- 2002 Z öllner - 2006 XX by Mexx Amsterdam
- 2003 A udi awards - 2006 RAGS / RFG shop-in-shop
- 2003 A udi Geneva - 2007 Enjoy an active life
- 2003 A udi IAA - 2007 Camel store
- 2003 G asunie
- 2003 T UI
- 2004 E xpo
- 2004 N ew York Festivals
- 2004 R oto Frank
- 2005 E xpo

awards - 2003 D utch Designawards - 2007 ADCN Awards
- 2003 R eddot Award
- 2003 A utovision
- 2004 New York Festivals
- 2004 E xhibit awards
- 2005 R eddot Award

publications - 2003 R eddot yearbook
- 2003 N ovum
- 2004 G randstand
- 2004 B ob mag
- 2004 E xhibitor magazine

e-release & - 2002 A udi Paris
newsletters - 2003 A udi IAA / Bertrandt
- 2003 T UI
- 2004 Z öllner / VROM / DC
- 2005 E xpo

PERSONAL

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PROJECTS Hollandse Nieuwe 2006-2007

Bloqs.nl C o r p o r a t e Identity, Campaign, Print & Website

Enjoy R e t a i l c o ncept and corporate identity. 800 m2 sport products and activities

JT International R e t a i l c o ncept Camel flagship store

Rabobank R a b o b a n k de Dam / Klaar voor de stad
R a b o b a n k de Dam / Hart voor de stad

Sweet Resorts C o n c e p t and design 3000 m2 healthcare institute for diabetes prevention

Totems 2002 - 2005

Audi AG I n t e r n a t i onal Motorshow Projects 0 3 / 2 0 0 2 - 1 2 / 2004 | text & content

BMW I n t e r n a t i onal Motorshow Geneva 2 0 0 4 fair stand, competition | concept

EV D / E x p o 2 0 0 5 Pavilion of the Netherlands 03/2004-03/2005
- F i l m | c oncept, storyboard, project management
- We b s i t e | concept, text, project management
- C d - r o m | concept, content, project management

Panasonic I B C 2 0 0 5 fair stand, Amsterdam, competition | concept text

Ve r m e e r Ve r m e e r Museum Delft 2004-2005 | concept, content, project management

Dutch Ministry D e m o F a cility on Travel Information 2004 | concept, text, manual
o f Tr a n s p o r t

To t e m s P R : p r e s s releases, publications, awards, erelease newsletters
We b s i t e : updates / concept, project manageme nt new website

PRESS click colored lines for details
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PROJECTS

A u di AG
I n t e r n a t i onal M otorshow Paris, France
03 – 1 1 / 2 0 0 2
R e s e a r c h , text & content, stand buildup

N A I A S D etroit Motorshow, US A
09/2002 - 01/2003

I n t e r n a t i onal M otorshow Geneva, Switzerland
11/2002 - 03/2003

‘ A M I L e i p zig’, Germany
02-04/2003
C o n t e n t - & project management, stand buildup

I A A F r a n kfurt, Germany
04-11/2003
R e s e a r c h , text & content, standbuildup

N A I A S D etroit Motorshow, US A
10/2003 - 01/2004
R e s e a r c h , text & content

A u d i c o m petitions text & project management
02/2003 - 01/2004

I n t e r n a t i onal M otorshow Geneva, Switzerland
10/2003 - 03/2004
R e s e a r c h , text & content, standbuildup

A u t o m e c hanika Frankfurt, Germany
07/2005
R e s e a r c h for film, text & content management

E s s e n M o torshow, Germany
10-12/2004
C o n c e p t , text & content management

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PERSONAL

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Audi projects

I n t ernational
M otorshow
P a ris, France

03-11/2002

Research, Text
Content management

project Paris

presstext

publications

awards

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Audi projects
Prismatic exhilirations
Audi AG at the 2002 International Motorshow Paris

LED-motorshowmania
On automobile exhibitions, media traditionally have a prominent position. The focus of the industry on innovation
and technology is reflected in the frantic search for ever more sophisticated media and larger media surfaces.
New hardware trends follow in rapid succession. Only a few years ago, flatscreen monitors dominated the landscape.
‘ I n ternational- Momentarily, LED-technology is the standard - the exhibition landscape is overloaded with LED-screens. The medium is
broadly applied and highly developed; most applications however are still obligatory. Take the largest medium you can
M otorshow’
afford and just play that marketing film. No questions asked.
P a ris, Fra nce
Prismatic exhilirations
03-11/2002
With Audi, we find an automobile brand with a century of history and tradition. A brand where communication has
evolved to a very high level. Beyond values such as perfection, trust and safety, at the core we find true passion and
Research
excitement. Deeply rooted into every fibre. Once defined, these values are made visible and experienceable through
Textmanageme n t
media. 3D-motiondesign allows for such communication: transgressing the singular picture and the traditional 2
Contentmanag e m e n t
dimensions of film, images start playing together, screens communicating, films to interact, intensifying each other,
together creating a story, its content coming alive. Media surfaces turn into boiling pots of content, playing together
in orchestrated installations. The beauty of speed. Pictures, dancing, building their own architecture within their
project Paris
surfaces. Unforgettable images. Dreams to dive into. Prismatic exhilirations.

Totems Communication & MetropolisFilm
presstext
In developing 3D-motiondesign - a process that involves a team of architects, editors and motion designers - the people
of the Dutch/German agency Totems Communication team up with MetropolisFilm, a production company based in
publications
Utrecht, The Netherlands. In workshop settings their people are briefed to have fun with the images, to play with them,
experiment. To find new ways to show the excitement that is involved. One example - the latest - is an elaborate 3D
awards
media installation for Audi, at the 2002 Paris Motorshow.
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Audi & beauty of Speed
The theme: speed. Analyzing the Audi brand, we can see why. It’s dynamic, up front. It is driven by a passion for
driving fast, competing, challenging. A passion for speed - and for the engeneering technology that it takes to
compete, and win. Additionally, with a main focus on themes such as the sporty new A8, S4 and the 3d consecutive
PROJECTS Le Mans 24h victory for Audi, Speed was the word to bind it all. To present Speed and motorsport as general Audi
themes and to introduce the graphic Speed language, the socalled Speedfilm was developed: a swift, sweeping image,
PRESS firy, orange. Second, a series of films were produced on all highlight themes, including 8 short but fascinating films
on motorsport history. With a total of over 30 different films, these films provided the building blocks for a media
installation of great magnitude. 3 LED walls and a total of 34 TFT screens in different spatial setups were choreo-
PE RSONAL
graphed into one total composition. A multiplicty of stories was presented, embedded into one clear, gripping image:
The beauty of Speed.
CONTAC T
25/10/2002
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Audi projects

I n ternational
M otorshow
P a ris, Fra nce

03-11/2002

Research, Text
Content management

project Paris

presstext

publications

awards

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Audi projects

‘ I n ternational-
reddot design award for Totems
M otorshow’
P a ris, Fra nce The multiple award winning communication concept ‘Speed’ for
Audi AG trade show presentations receives the highly contested ‘
03-11/2002 reddot design award: communication design 2003’.

Research Ranked among one of the most important international desig n
Textmanageme n t competetions, the award is a proof of success of the Totems
Contentmanag e m e n t cooperation with mediapartner Metropolisfilm. Previous successes
include adaptations of graphic and film creations to fairs and showrooms all
around the world, a nomination for the Dutch Design Awards and a twofold
project Paris
award for film at the International Automotive Videofilm Festival 2003.

As an award winner, Totems’ work for Audi AG will be on display in the red
presstext
dot design museum. The exhibition provides a showcase for all award
winning products in the breathtaking environment of the former Zollverein
publications
mine and will be open for the public from 15 November onwards.
awards
12/06/2003
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Website

Updates, Conc e p t
Project manag e m e n t

N ew website

Concept, Text
New Website: Chart
Project manag e m e n t

PROJECTS

Audi projects

N AIAS
M otorshow
D e troit, USA

09/2002 - 01/200 3

Research, Text
Content management

project Detroit

awards

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Audi projects

N AIAS
M otorshow
D etroit, USA The multiple award winning communication concept ‘Speed’ for
09/2002 - 01/20 0 3
reddot design award: communication design 2003’.
Research, Text
Ranked among one of the most important international desig n c ompete-
Content management
tions, the award is a proof of success of the Totems cooperati on with
mediapartner Metropolisfilm. Previous successes include adaptations of graph-
ic and film creations to fairs and showrooms all around the world, a nomination
for the Dutch Design Awards and a twofold award for film at the International
Automotive Videofilm Festival 2003.
project Detroit

As an award winner, Totems’ work for Audi AG will be on display in the red dot
design museum. The exhibition provides a showcase for all award winning prod-
awards
ucts in the breathtaking environment of the former Zollverein mine and will be
open for the public from
15 November onwards.

12/06/2003

PROJECTS

PRESS

PE RSONAL

CONTAC T

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Ministry of
Transport &
Public Works

Demo Facility on
Travel Information
2004

Con c e p t , Te x t ,
Man u a l

PROJECTS

Audi projects

I A A Frankfurt
G e rmany

04-11/2003

Research, Text
Content management

project IAA

presstext

publications

awards

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Audi projects

I A A Frank furt Catching the spirit of ambition
G ermany Totems pr esents Audi at the IAA 2003

Setting a new visitor numbers record of one million, the IAA 2003 in Frankfurt (September 11 - 21) has sent
04-11/2003
out a message of optimism. Proving its worldwide significance as a forward-looking trade fair for automotive
technology, especially the German brands take the opportunity to present their latest highlights.
Research, Text,
Content management
Fair stands at the IAA have grown into elaborate statements on brand identity. At the IAA 2003, the Audi stand
proved to be one of the most daring and bold. The concept and design of the Audi stand has been the result of a
team closely working together on A-fairs for 2 years: a joint effort of the Amsterdam based communication designers of
Totems and their talented AV production partner Metropolisfilm. Their work for Audi - the premier Motor Show
project IAA
series Paris/Detroit/Geneva/Frankfurt shows a continuous developement of electrifying graphics and audio
visual communication.
presstext
At the heart of the communication a film on ‘Technology’ by a brand that was founded by an engineer, driven by
ambition and a passion for motorsport. The film tries to catch that spirit of ambition, filling a stunning 120 square
meters of media installation, providing every sequence a huge dramatic impact. Silvery graphics flowing over the
publications
surfaces. Milestones are presented as jewels. A large body of suspended light elements formed an integral part of the
awards overall installation. A total of over 2.000 sources were programmed individually, building a wide variety of patterns and
sweeps that elaborated on the film. A monumental statement on technology - by one of the most exciting automo-
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bile brands of our time.

More will follow. We’ll keep you informed!

28/10/2 003
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Audi projects EXHIBITOR magazine May 2004

I A A Frank furt
Exhibitor Magazine Silver award for Audi
G ermany
udi AG’s exhibit at the 2003 Frankfurt International Motor
show was a full-throttle, slam-your-head-against-the-seat, Category:
jump into warp drive. The auto company hired Dutch design International Designer
firm Totems Communication bv and architects Schmidhuber + Client:
Kaindl GmbH to create an exhibit that spoke to one of the Audi AG

Audi AG’s exhibit at the 2003 Frankfurt International Motor show essential elements of the Audi brand — speed. Design Firms:
1) Totems Communication

04-11/2003
“To translate this theme of acceleration, we developed the term bv

was a full-throttle, slam-your- head-against-the-seat, jump into warp ‘motion blur,’” explains Peter van Lier, creative director with Totems. Hoofddorp, Netherlands
“It’s what you see when you look out your side window when you +31 23 568 5511
drive very fast. We took this image for the graphics and made it www.totems.com

drive. The auto company hired Dutch design firm Totems Commu-
fiery orange.” 2) Schmidhuber + Kaindl
GmbH

Research, Text,
Audi’s 165-by-330-foot exhibit incorporates a massive upper-level München

nication bv and architects Schmidhuber + Kaindl GmbH to create
lounge and hospitality area, meeting rooms for exhibit staff and Germany
corporate executives, a technology park where attendees can check +49 89 157 9970

Content management
out the latest Audi innovations, and of course, cars. Fabrication Firm:

an exhibit that spoke to one of the essential elements of the Audi
Maedebach Messebau and
Running through the center of the exhibit is a row of raised, arrow- Werbung
shaped platforms, which support Audi’s latest models. A series of Braunschweig
lighting elements hangs above the platforms, set to flash in time Germany

brand - speed. with the booth’s multimedia presentation. +49 53 137 0880
Debut Show and Year:
A series of screens spanning 394 feet hangs from the ceiling Frankfurt International
alongside the product platforms. The screens display a 12-minute Motor Show 2003
loop of film that features “technology seen through the eyes of Budget:
Audi.” One part technology presentation, one part product pitch, and $10 million plus

“To translate this theme of acceleration, we developed the term one part club video, the result is pure motion. Size:
165-by-330 feet
Or, as one of our judges said, “It wasn’t just another car booth. It Cost/Square Foot:

‘motion blur,’” explains Peter van Lier, creative director wi th moved.” No mean feat for an exhibit the size of a football field. $184 plus

project IAA
Totems. “It’s what you see when you look out your side window
when you drive very fast. We took this image for the graphics and
made it fiery orange.”
presstext
Voice of Authority
Totems creative director,
Peter van Lier, describes the

Audi’s 165-by-330-foot exhibit incorporates a massive upper- exhibit’s multimedia

publications presentation, shown at left.
“You see graphic pulses that

level lounge and hospitality area, meeting rooms for exhibit staff go 394 feet again and again
— silvery blurs that stream
over surfaces, pulsing faster

and corporate executives, a technology park where attendees can all the time,” he says. “On
top of that, there’s the

awards driving beat of the music.

check out the latest Audi innovations, and of course, cars. Running ‘Toom, toom ba toom, toom
ba toom.’ It’s a voice of
authority — a visual voice.”

through the center of the exhibit is a row of raised, arrowshaped
erelease
platforms, which support Audi’s latest models. A series of lighting
elements hangs above the platforms, set to flash in time with the
booth’s multimedia presentation.

A series of screens spanning 394 feet hangs from the ceiling
PROJECTS alongside the product platforms. The screens display a 12-min-
ute loop of film that features “technology seen through the eyes
PRESS of Audi.” One part technology presentation, one part product
pitch, and one part club video, the result is pure motion. Or,
PE RSONAL as one of our judges said, “It wasn’t just another car booth. It
moved.” No mean feat for an exhibit the size of a football field.
CONTAC T
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I B C 2005
A msterdam
The Netherlands

com p e t i t i o n
03/2005

concept text

PROJECTS

Ve r m e e r
M u s e u m Delft
2004-2006

Concept, Content
Project management

PROJECTS

AWARDS

200 3
Dutch Design Awards

200 3 Reddot
200 3 Autovision
200 4 NYF
200 4 Exhibit
200 5 Reddot

PRESS

AWARDS

200 3
Dutch Design Awards

200 3 R e d d o t

The multiple award winning communication concept ‘Speed’ for
reddot design award: communication design 2003’.

Ranked among one of the most important international design
competetions, the award is a proof of success of the Totems
cooperation with mediapartner Metropolisfilm. Previous successes
include adaptations of graphic and film creations to fairs and show-
rooms all around the world, a nomination for the Dutch Design Awards
and a twofold award for film at the International Automotive Videofilm
Festival 2003.
200 3 Autovision
200 4 NYF As an award winner, Totems’ work for Audi AG will be on display in the
200 4 Exhibit red dot design museum. The exhibition provides a showcase for all
200 5 Reddot award winning products in the breathtaking environment of the for-
mer Zollverein mine and will be open for the public from 15 November
onwards.

12/06/2003

PRESS

AWARDS

200 3
Dutch Design Awards
200 3 R e d d o t

200 3 A u t o v i s i o n
Totems received two ‘Ottocar’ Awards at the
International Automotive Videoﬁlm Festival 2003

The event, a leading festival for automotive film took place at the
opening day of the International Motor Show (IAA) in Frankfurt,
September 11, 2003.

The bronze Ottocar went to the S4 productfilm, for ‘Best Product-
film’ in the automotive industry. Developed for motor show presen-
tation of the new Audi S4, built with limited material only. Regular
product pictures were taken apart, recomposed and rearranged
in hyperdymanic image splits. Implemented in the overall media in-
stallation, the images start playing together, their content coming
200 4 N Y F alive, thus making visible the core values of the S4 and setting
200 4 E x h i b i t a benchmark in motor show film communication.
Aw a r d s
200 5 R e d d o t The silver Ottocar was received for ‘Best CD/DVD’:
a documentation DVD, containing 3D sketches, animations, films and
documentations of 2002/2003 Audi audio visual exhibition
design. Packed with stunning material, accompanied by a cool
rhythm. Available on request at amsterdam@totems.com

14/09/2003

Audi IAA

PRESS

AWARDS

200 3
Dutch Design Awards
200 3 R e d d ot
200 3 Autovision
200 4 NYF
Totems/Metroplisfilm
Winner of 2 New York Festivals Awards

With their work produced for the German car brand Audi,
the Dutch Totems / Metroplisfilm cooperation appeared as
one of the big winners at the 2004 New York Festivals.

Their first entry - an electrifying film presenting a breathtak-
ing, hyperdynamic image of Speed - reached finalist status.
Their second entry - an energetic celebration of 100 years
of technology themes at Audi - won top honors in the highly
contested corporate film category Industrial Film and
Video Productions.
200 4 E x h i b i t
13/02/2004
Aw a r d s
200 5 R e d d o t

PRESS

AWARDS

200 3
Dutch Design Awards
200 3 Reddot
200 3 Autovision
200 4 NYF

200 4 E x h i b i t
Exhibitor Magazine EDGE Award for Gasunie
Exhibitor Magazine Silver award for Audi
Aw a r d s

America’s largest trade show magazine has rewarded
Audi AG’s exhibit at the 2003 Frankfurt International Motor
Totems with their Best of the Best award in the 2004
show was a full-throttle, slam-your- head-against-the-seat,
Design Awards competition. The socalled EDGE award
jump into warp drive. The auto company hired Dutch
(which stands for Exhibit Design and Graphic Excellence)
design firm Totems Communication bv and architects
was received for the Totems designed Gasunie stand at
Schmidhuber + Kaindl GmbH to create an exhibit that
the Tokyo World Gas Conference.
spoke to one of the essential elements of the Audi brand
- speed.
Exhibit Design Award Judge Jonathan Gouthier (Founder
and Creative Director of GouthierDesign Inc.) about the
“To translate this theme of acceleration, we developed the
Gasunie stand: ‘The Gasunie stand won this Best of the
term ‘motion blur,’” explains Peter van Lier, creative direc-
Best award not only because of its innovative booth
tor with Totems. “It’s what you see when you look out your
structure and materials, but because of how well it
side window when you drive very fast. We took this image
communicated its product: Gas. The use of materials,
for the graphics and made it fiery orange.”
200 5 R e d d o t
the 3D displays, and the clean and readable typography
are elegant and sophisticated. All of these things conspire
Audi’s 165-by-330-foot exhibit incorporates a massive
to make a unified exhibit with one single message.’
upper-level lounge and hospitality area, meeting rooms for
exhibit staff and corporate executives, a technology park
where attendees can check out the latest Audi innovations,
and of course, cars. Running through the center of the
exhibit is a row of raised, arrowshaped platforms, which
support Audi’s latest models. A series of lighting elements
hangs above the platforms, set to flash in time with the
booth’s multimedia presentation.

A series of screens spanning 394 feet hangs from the ceil-
ing alongside the product platforms. The screens display
a 12-minute loop of film that features “technology seen
through the eyes of Audi.” One part technology presenta-
tion, one part product pitch, and one part club video, the
result is pure motion. Or, as one of our judges said, “It
wasn’t just another car booth. It moved.” No mean feat for
an exhibit the size of a football field.
PRESS

AWARDS
Meet SAP Holland - Land of Water
CeBIT 2005 trade fair stand Expo 2005 Pavilion of the Netherlands
200 3
Dutch Design Awards
200 3 Reddot reddot design award | public spaces / exh. design
reddot design award | public space / trade fairs
200 3 Autovision
200 4 NYF
200 4 Exhibit
Aw a r d s

200 5 R e d d o t

PRESS

PUBLICATIONS

200 3
reddot yearbook

200 3 novum
200 4 Gr a n d s t a n d
200 4 bob mag
200 4 Exhibitor
m a g az i n e

PRESS

PUBLICATIONS
DaimlerChr ysler
200 3 Munich, Berlin, Paris
reddot yearbook ‘Safety Exhibition’

200 3 n o v u m

Audi AG
Geneva 2003
‘Changing Lanes’

200 4 g r a n d s t a n d
200 4 b o b m a g
200 4 E x h i b i t
m a g az i n e

TUI AG
ITB Berlin 2004
‘Be part of...’

Zöllner
Kind + Jugend
2003 Cologne
‘Welcome to
the kids world!’

PRESS

PUBLICATIONS

200 3
reddot yearbook
200 3 n o v u m


Audi AG International Motorshow Paris 2002 Audi AG International Motorshow Paris 2002

200 4 b o b m a g
200 4 E x h i b i t o r
m a g az i n e

Mercedes Benz SL Exhibition Hamburg 2003 TUI AG ITB Berlin 2003

Zöllner Kind + Jugend Cologne 2002 Woonbron Housing shops Rotterdam 2002
PRESS

PUBLICATIONS

200 3
reddot yearbook
200 3 n o v u m

200 4 b o b m a g

200 4 E x h i b i t
m a g az i n e

PRESS

PUBLICATIONS Exhibitor Magazine Silver award for Audi Exhibitor Magazine EDGE Award for Gasunie
200 3
EXHIBITOR magazine May 2004
EXHIBITOR magazine May 2004

reddot yearbook
200 3 n o v u m
200 4 b o b m a g

200 4 E x h i b i t
magazine
udi AG’s exhibit at the 2003 Frankfurt International Motor
show was a full-throttle, slam-your-head-against-the-seat, Category:
jump into warp drive. The auto company hired Dutch design International Designer
firm Totems Communication bv and architects Schmidhuber + Client:
Kaindl GmbH to create an exhibit that spoke to one of the Audi AG
essential elements of the Audi brand — speed. Design Firms:
ow do you show something you can’t see and sometimes can’t
1) Totems Communication
even smell? That’s the challenge Dutch natural-gas provider
“To translate this theme of acceleration, we developed the term bv
N. V. Nederlandse Gasunie faced at the 2003 World Gas
‘motion blur,’” explains Peter van Lier, creative director with Totems. Hoofddorp, Netherlands
Conference in Tokyo. The company also wanted its exhibit to
“It’s what you see when you look out your side window when you +31 23 568 5511
communicate the theme, “we’re open” — open to new
drive very fast. We took this image for the graphics and made it www.totems.com
business, new partnerships, and new ideas.
fiery orange.” 2) Schmidhuber + Kaindl
GmbH
“Gasunie went to this conference to see if there were opportunities
Audi’s 165-by-330-foot exhibit incorporates a massive upper-level München
to share knowledge,” says Erik Hoebergen, managing partner with
lounge and hospitality area, meeting rooms for exhibit staff and Germany
Dutch design firm Totems Communication bv. Totems was charged
corporate executives, a technology park where attendees can check +49 89 157 9970
with representing four Gasunie business units and four external Category:
out the latest Audi innovations, and of course, cars. Fabrication Firm:
companies. The design team also had to International Designer
Maedebach Messebau and
provide space for hospitality, meetings, presentations, and reception Client:
Running through the center of the exhibit is a row of raised, arrow- Werbung
— all within a 76-by-43-foot space. N.V. Nederlandse Gasunie
shaped platforms, which support Audi’s latest models. A series of Braunschweig
Design Firm:
lighting elements hangs above the platforms, set to flash in time Germany The solution was an exhibit constructed largely of tension fabric and Totems Communication bv
with the booth’s multimedia presentation. +49 53 137 0880 fiber-reinforced plastic. Several layers of transparent fabric printed Hoofddorp, Netherlands,
Debut Show and Year: with images of people and the Gasunie network are secured to the +31 23 568 5511,
A series of screens spanning 394 feet hangs from the ceiling Frankfurt International overhead rigging and the floor in a wave-like pattern. The Gasunie www.totems.com
alongside the product platforms. The screens display a 12-minute Motor Show 2003 logo and circular lighting effects are projected onto, and through, the Fabrication Firm:
loop of film that features “technology seen through the eyes of Budget: fabric. A&A Expo International B.V.
Audi.” One part technology presentation, one part product pitch, and $10 million plus
Wijk bij Duurstede,
one part club video, the result is pure motion. Size: Positioned on the exhibit’s border are eight graphics displays, shaped Netherlands
165-by-330 feet like cells caught in the process of splitting. Each one represents a +31 34 359 5949
Or, as one of our judges said, “It wasn’t just another car booth. It Cost/Square Foot: Gasunie business unit or external company. www.aaexpo.nl
moved.” No mean feat for an exhibit the size of a football field. $184 plus Debut Show and Year:
At the exhibit’s core is a “media tree,” which houses 24 DVD screens. World Gas Conference 2003
Flashes of purple-blue flames light up the screens, accompanied by Budget:
ambient music. $511,000
Size:
So how do you represent natural gas? According to our judges, “just 76-by-43 feet
like this.” Cost/Square Foot:
$157

Voice of Authority
Totems creative director,
Peter van Lier, describes the
exhibit’s multimedia
presentation, shown at left.
“You see graphic pulses that
go 394 feet again and again
— silvery blurs that stream
over surfaces, pulsing faster
Open Bar
all the time,” he says. “On Gasunie’s “we’re open”
top of that, there’s the theme meant that
driving beat of the music. hospitality was a top
‘Toom, toom ba toom, toom priority. In addition to areas
ba toom.’ It’s a voice of for reception, presentations,
authority — a visual voice.” and meetings, the exhibit
includes a bar with a seating
area where attendees can
chat over drinks.

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Speed
Totems pr esents Audi at the 2003 Geneva Motorsh ow

This mon th it is exactly one year ago that Totems started w orkin g on Au di A-fa irs. In cl ose coop erati on wi th th eir
media-partner Metropolisfilm, the communication design of th e Au di stan d f or thi s yea r’s Geneva Motorsh ow,
I n t ernational the theme of ‘Speed’ - introduced in Paris 2002 - is taken to th e next l evel. “S peed is a con cep t tha t is so c lose
to the core of the brand” creative director Peter van Lier exp la in s, “In A ud i’s c onsta nt sea rch to pu sh b orders
M otorshow
– ground breaking innovations like quattro, TDI and FSI are good examp les – we perc eive a n a mbi tion an d a n
G e neva
excitement that we set out to make visible in their motorshow p resenta tion s. With Au di ’s recen t suc cesses i n
S witzerland
Le Mans and its current strategic focus on sportiness, the th eme is sti ll very mu ch to the p oin t.”
11/2002–03/2003
For Geneva, the graphic Speed-language has been further develop ed i n b oth g rap hi cs a nd fi lm. T he S peed ‘motion -
blur’ has evolved to a sharply defined image that turned th e enti re 42 0 m2 ba ckwa ll in to one stron g, d omin an t
Research, Text , and flami ng appearance. A ‘Speed’-film featured gripping poi nt-of-view moti onb lu r, presen ted on every su rfa ce of
Content manag e m e n t the media-installation (20 m2 LED, 24 TFT, 10 plasma screens) as the binding element emb edd in g a ll prod uc tfi lms.
Stand buildup With the Speed-film clearly corresponding to the backwall, the synergy between film and graphics provided all
communication with a strongly coherent character.

The success of this overall approach is confirmed by adaptati ons of Totems’ g rap hi c a nd fi lm c reati ons to f ai rs
project Geneva
and showrooms all around the world. The latest news is a n omata tion for th e Dutc h Desi gn Awa rds, a green li gh t
for both film production and graphic design for the 2003 IAA in Frankfurt, and a premier showroom in Shanghai.
presstext These successes once more confirm the strength and inspiration of the Totems - Metropolisfilm cooperation.
publications
More will follow. We’ll keep you informed!

Project d etails
Name of project: Speed @ 73rd Geneva Motor Show 2 00 3
When: 4 - 16 March 2003
Where: Palexpo, Geneva
PROJECTS Target audience: Consumers, press
Client: Audi AG
PRESS Branch: Automotive
Communication: Totems Communication
Total square footage: 2820 m2
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E-RELEASE

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b e r t r a n dt

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VROM/DC
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Audi Paris

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E-RELEASE

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Audi IAA

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Be part of TUI!
TUI AG corporate presentation, ITB Berlin 2003

From a distance the image is inviting, seductive.
Inside visitors find perfect oppurtunities to meet, talk and exchange
stories everywhere.

Browsing through a field of stories from all around the world.
They are countless. Some you might remember.
They will inspire to go out yourself, to meet people, explore.

Amazing, fluffy clouds fly by when your airline connects you from the one world with the
other. Fast and direct. Stewardesses come around, gentle and friendly. They are supplying
refreshments and little gifts when you’re enjoying the comfortable airline seat.

Distances grow shorter, possibilities increase. Still there are those things that you only
do when you’re on holidays. And all of a sudden she’s there, your local dive instructor. Or
a sailinstructor, remembering you of that guy that taught you how to do it. All those joys.
A hotel terrace offers the oppertunity to think about them some more. At the same time
stunning landscapes come by, paradise locations on wide plasma screens when having a
drink and a chat.

12/03/2003

PRESS

E-RELEASE

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200 3 A u d i I A A /
b e r t r a n dt

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200 4 Z ö l l n e r /
VROM/DC
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PRESS

E-RELEASE

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b e r t r a n dt

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VROM/DC The Expo 2005 Pavilion of the Netherlands
200 5 E x p o Signed by Totems.

Designing the Expo 2005 Pavilion of the Netherlands has been a very special project for us.
For a period of 9 months it never ceased to appeal to what we do best: To tell beautifully rich
stories through a multidisciplinary mix of architecture, film and graphics.

In the newspapers the pavilion has been characterized as an upfront combination of classic
Dutch icons and state of the art media technology. The theme: Holland, Land of Water.

The classic king-size Delft Blue tile motives on the outside façade tell stories of their own.
Inside, the surrounding walls feature a panorama of Amsterdam-style facades - the largest
‘Delft Blue’ ceramic tile tableau ever produced.

When the lights are dimmed, the square pond at the center of the pavilion changes into a
media surface of cinema screen size. 4 HD projectors are combined to create a single
image of stunning clarity and brilliance. What unfolds is an experience of the Netherlands
as a country made of water, powerfully playing with different perspectives, showing different
needs on different levels.

With an average of 4000 visitors per day and enthousiastic reactions of both the Dutch
Prince Willem Alexander, his wife Máxima, Prince Akishino from Japan and his wife
Princess Kiko, the pavilion is one of the very fine attractions of Expo 2005.

Yours sincerely, the Totems team.

Project details
Official name: Pavilion of the Netherlands, Expo 2005 Aichi, Japan
Client: Ministery of Economic Affairs / EVD
When: 25 March – 25 September, 2005
Expo project
Concept: Totems | Communication & Architecture
Filmproduction: Metropolisfilm
Construction: Daimaru Design & Engineering Co. Ltd.
PRESS

PRESSTEXTS
Welcome to the kids world!
Totems pr esents Zöllner at the Kind + Jugend 2002
200 2 A u d i P a r i s

200 2 Z ö l l n e r
Julius Zöllner has built a strong reputation for style a nd hosp ita li ty. T o stress
this feat, a stand was conceived that invited to come c loser a nd step i n. L ig ht
2003 Audi awards
semi transparant fabrics and plastics built the facade to all side. Smooth overall
2003 Audi Geneva
changes in both color and light intensified feelings o f sec uri ty a nd estheti c
pleasure. Conceived as a singular architectural constru cti on, th e outsi de ski n
200 3 A u d i I A A
poses a seductive invitation to enter the sheltered, ha rmoni c sp ac es in sid e.
200 3 G a s u n i e
Here Zöllner products are presented in settings clearl y stru ctu red y et with the
playfulness of a kids room. A linear ground plan dire cts movi ng visi tors from th e
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entrance to the lounge: another theatrical statemen t on h ospi tal ity , con cei ved
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as a light, temporary environment, where mainly fabri cs a nd li gh t bu il t a c lea r
scenography for visitors.
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P r oject details
200 6 Beeld & Geluid
Name of project: ‘Welcome to the kids wor ld ’
200 6 X X b y M e x x
When: 04/07/2002 - 07/07/20 02
Where: ‘Kind + Jugend’, Cologne, German y
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Target audience: Professional, consumer
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Cl ient: Julius Zöllner
Branch: Furniture, textile and accessories f or kid s
200 7 C a m e l s t o r e
Communication: Totems Communication
Architecture: Totems Communication
Total square metres: 425 m2

August 2002

PRESS

PRESSTEXTS
Multiple design awar ds for Dutch communication desi gn co oper ati on
200 2 A u d i P a r i s
The multiple award winning communication concept ‘Sp eed’ f or Au di AG motor sh ow presen tati ons
200 2 Z ö l l n e r
2002/2003 receives the highly contested ‘reddot desi gn awa rd: c ommun ic ati on d esig n 2 00 3’.
Ranked among the most important international des ig n c ompeti tion s, the a ward is a proof of su cc ess
2003 Audi awards
of the ongoing cooperation between Totems and its Dutc h med ia pa rtner M etropol isf il m.
2003 Audi Geneva
The winning concept focusses on a passion for Spee d, ma kin g vi sib le wh at i s at th e core of the A ud i
200 3 A u d i I A A
brand. First - as a single word only. Then, as a breathta kin g, sweep in g i mag e of f la min g b eau ty: th e
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Speed-motionblur. A number of films were developed, emb edd in g p rodu ctf il ms- a nd commu ni ca tion in
hyperdynamic motionblurs and image-splits. Parallel, a mu lti pl ic ity of moti onb lu r ap pl ic ati ons i n oth er
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communication elements was developed – from > 400 m2 b ac kwal l g rap hi cs u p to men u c ard s, treats
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and giveaways.
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Two further awards - the socalled ‘Ottocars’ - will be announced at the International Automotive Videofilm
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Festival 2003. This leading festival for corporate film will take place at the opening day of the International
Motor Show (IAA) in Frankfurt, September 11, 2003.

200 6 X X b y M e x x
The first Ottocar-winner is the S4 productfilm, for ‘Best Productfilm’ in the automotive industry. Developed
fo r motor show presentation of the new Audi S4, buil t with li mited materi al onl y. Reg ul ar p rodu ct
200 6 R A G S / R F G
pictures were taken apart, recomposed and rearranged in hyperdymanic image splits. Implemented in the
200 7 E n j o y
overall media installation, the images start playing to geth er, thei r con tent c omin g a li ve, thu s maki ng
visible the core values of the S4 and setting a new benc hma rk in motor show f il m commu ni ca tion .

The second award is for ‘Best CD/DVD’: a documentation DVD, containing 3D sketches, animations, films
and documentations of 2002/2003 Audi audio visual exhibition design. Packed with stunning material,
accompanied by a cool rhythm (available on request a t amsterd am@totems.c om).

The succes of the Totems/Metropolisfilm approach i s fu rther c onf irmed by ad ap tati ons of thei r work
fo r Audi to fairs and showrooms all around the world. Up comi ng events i nc lu de th e 20 03 Intern ati ona l
M otor Show (IAA) in Frankfurt, the 37th Tokyo Moto r Sh ow an d ea rly 20 03 the Detroi t Motor S how.

M ore will follow. We’ll keep you informed!

August 2003

PRESS

PRESSTEXTS
We’r e open ...
Totems pr esents Gasunie at the 2003 World Gas Co nfer ence in Tok yo
200 2 A u d i P a r i s

200 2 Z ö l l n e r
The World Gas Conference: it’s the largest gas conferen ce i n th e world . Hel d on ce every three y ears,
the 2003 edition took place in Tokyo, Japan. With ma ny new a nd hi gh ly modi fi ed exh ib its, Du tch ga s
2003 Audi awards
provider Gasunie presented itself with an outstanding arc hi tectu ral con struc tion . La yers of semi-
2003 Audi Geneva
tr ansparant fabric molded in various shapes created an attra cti ve scu lp ture of li gh tness, vol ume a nd
structure at the same time. Moving light projections f urth er emph asi zed i ts spa tia l c ha rac ter.
200 3 A u d i I A A

200 3 G a s u n i e
Developed by the Dutch/German 3D communication a gen cy Totems, th e overal l d esig n sh owed vi sitors
Gasunie was open for business. Part of the attractio n wa s a med ia in stal la tion bu il t out of a mu lti tud e
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of screens playfully mounted together. Together with their mediapartner Metropolisfilm, Totems produced
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a multiscreen filmloop that made visible the Gasunie core activities of trade, supply and pipeline operations.
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The World Gas Conference is attended by around 5000 delagetes from all over the world, representing gas
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producers, carriers, buyers and sellers. The related exhibition covers an area of approximately 40,000 m2.
In 2006, the Netherlands will host the next conference. The event will take place in Amsterdam, on June 6
– 9 2006. Its organisation will be the responsibility of KVGN, the Royal Dutch Gas Association in the Nether-
200 6 X X b y M e x x
lands, which will be working closely together with Gasunie and EnergieNed on the necessary preparations.
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P r oject details
Name of project: We’re open...
When: June 2003
Where: World Gas Conference, Tokyo Big Si te
Target audience: Business to Business
Cl ient: Gasunie
Branch: Energy trade and supply
Communication: Totems
Architecture: Totems
Total sq. m2. 300 m2

PRESS

PRESSTEXTS
B e par t of TUI!
Totems pr esents TUI at the ITB 2003.
200 2 A u d i P a r i s

200 2 Z ö l l n e r
At this months ITB stand of travel association TUI AG, vi sitors h ad the c ha nc e to browse
through a field of man-sized blades of artificial grass . With la rge f lu ff y c lou ds h ooverin g
2003 Audi awards
above their heads, they had a fair chance to run into loc al sports i nstru ctors to p resent
2003 Audi Geneva
them first hand stories about favorite holiday activiti es. Created by the Du tch ag enc y
Totems Communication, this years TUI stand at the In terna tion al Tou rism T rad eshow IT B
200 3 A u d i I A A
in Berlin offered visitors a broad variety of joys peop le n ormal ly onl y en cou nter d uri ng
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their holidays.
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Furthermore TUI’s corporate presentation has been d esig ned to cl earl y ref lec t the
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diversity of the integrated tourism group ànd the Worl d of TUI a s a ma sterbra nd .
“With the participation of travel organisations, airlines a nd the h otel i nd ustry ” crea tive
200 4 R o t o F r a n k
director Erik Hoebergen explains “it was important f or us to d esig n a stan d th at a ll these
200 5 E x p o
different parties could identify with, binding them tog ether i n a cl ear, u nmi stakeb le
symbol representing the TUI company. Moreover, with both prof ession al s an d en d
consumers visiting, we wanted everybody to feel welcome.”
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With the motto ‘Be part of TUI!’, TUI offerd all visitors to the IT B f ai r a p ersona l
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invitation to be a part of the holiday excitement on t hei r stan d. Wi th p ossib il iti es to meet,
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talk and exchange stories available everywhere, the desi gn of th e stan d su ita bl y emp ha -
sized that people are the centre of attention in the new Worl d of TUI.

P r oject details
Name of project: Be part of TUI!
When: 7 - 11 March 2003
Where: International Tourism Trad eshow IT B, B erli n
Target audience: Professional, end consumer
Cl ient: TUI AG

PRESS

PRESSTEXTS
To t e m s / Metr opolisfilm
W i n n e r o f 2 New York Festivals 2004 Film & V ideo A war ds
200 2 A u d i P a r i s

200 2 Z ö l l n e r The New York Festivals is the world’s largest international competition for non-broadcast media. In 2003, it received over
14,200 entries from companies in 62 countries. The winners of the 2004 awards were announced at an event attended by
2003 Audi awards
over 400 industry professionals, at the Hudson Theatre in New York City, on Friday, January 30.
2003 Audi Geneva
With their work produced for the German car brand Audi, the Dutch Totems/Metroplisfilm cooperation appeared as
200 3 A u d i I A A one of the big individual winners. Their first entry - an electrif ying film presenting a breathtaking, hyperdynamic image
of Speed – reached finalist status. Their second entry – an energetic celebration of 100 years of technology themes
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at Audi – won top honors in the highly contested corporate film category Industrial Film and Video Productions. For fur-
ther details about the award-winning productions please see page 2 of this release.
200 3 T U I

200 4 N Y F Totems / Metropolisfilm 3D creations are applied to Audi fairs and showrooms all around the world. Most recent is their
3d consecutive performance at the Geneva Motorshow, were newly developed applications of moving plasma screen tech-
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nology and spatial LED screen setups can be seen.
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200 6 Beeld & Geluid Speed film
W i n n e r o f the New York Festivals 2004 Finalist A war d
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200 6 R A G S / R F G A single word in writing - speed. It appears within a breathtaking, hyperdynamic image of firy beauty that says it all.
Motionblur. Sweeping, changing, moving on and on. A driving, hypnotic, steady beat. Then, brief fragments of legendary
200 7 E n j o y
Audi racing crystallize out of the blur. Flashing through time, building to a climax of a fullscreen image of cheering crowds.
The film expresses in a nutshell the core of the brand. Excitement. Energy. And a passion for speed. For the pure thrilling
beauty of it.

Project: Paris Motorshow 2002 for Audi AG
Category: Multi-Image, Film or Video Hybrid
Sub-Category: M.I. Hybrid: Product/Sales presentation

Te c h n o l o g y film
W i n n e r o f the New York Festivals 2004 Gold World Medal

The Technology Film tries to catch the spirit the brand of a brand that was founded by an engineer. It connects a vibe to
the theme of technology. It presents the brands focus on technology through pulsing dynamic graphics, in which all further
highlight themes are embedded. The film feels like an engine accelerating. It is designed for use within 3D- presentations
(exhibitions, showrooms) - where the medial surface presenting it works as a boiling pot of excitement and energy.

Project: IAA Frankfurt Motorshow 2003 for Audi AG
Category: Industrial Film and Video Productions
Sub-Category: P.R.: Transportation/Cargo

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We open space
Totems pr esents Roto Frank at the 2004 Fenster ba u Fr ont ale in Nur ember g
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Roto Frank’s fair appearence at this years ‘Fensterb au Fron tal e’ (Nuremb erg, M arc h 3 1
to April 3) was built on the formula ‘We open space . Th e Stu ttga rt ag enc y T otems was
2003 Audi awards
asked for its conception and development. In cooperati on wi th med ia pa rtner Vel um
2003 Audi Geneva
Intermedia they developed a six minute film loop of severa l seq uen ces th at were sh owin g
continuously through the day.
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With dimensions of 52 by 1.7 meter, the projection covered the top surface of the walls
surrounding the lounge area. Sixteen computer-controlled projectors provided 360 degree
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movie projection. The film itself was an emotional interpretation of the informative and
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technical part of the Roto Frank’s fair presentation.
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In the morning, when the first visitors turn to the stan d, th e medi a su rfa ce i nsi de th e
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lounge was filled with imagery of the sun rising. Soon, dramatic scenary of various parts of
the world followed. Stonehenge, Swiss mountain tops, vistas of the Provence, and more.
They images were accompanied by a restrained background music.
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Vi sualized in front of these landscapes were window-open in g mec ha ni sm, every ti me
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another product, another technology. Six regions, six d if feren t solu tion s. Colou red red
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lines were derived from the various types of window op eni ng mech an isms, sc hema tic al ly
representing their fluent operation. The images found th eir wa y to th e pu bl ic , slow,
evokative, intense. The insider realizes that each loca tion shown in the f il m refl ects th e
market they are part of. Then, at the end of the fair da y, i t is th e pi ctu re of su nset th at
bids visitors farewell.

PRESS

PRESSTEXTS
P avilion of the Netherlands, Expo 2005 Aichi, Japan
S igned by Totems Communication
200 2 A u d i P a r i s

200 2 Z ö l l n e r
Designing the Expo 2005 Pavilion of the Netherlands has been a very special project
for Totems. For a period of 9 months it never ceased to appeal to what the Amsterdam
2003 Audi awards
based 3d design agency seems to be doing best: To tell beautifully rich stories through a
2003 Audi Geneva
multidisciplinary mix of architecture, film and graphics.
200 3 A u d i I A A
The pavilion can be characterized best as an upfront c ombi na tion of c la ssic Dutc h
200 3 G a s u n i e
icons and state of the art media technology. The the me: Hol la nd , La nd of Wa ter. Th e
classic king-size Delft Blue tile motives on the outside f aç ad e tell stories of thei r
200 3 T U I
own. One is the image of the ship ‘Liefde’, the first Du tch shi p ever to rea ch Jap an ,
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this week 405 years ago. The other is a Delft Blue a da pta tion from ‘T he Wi nd mil l
at Wijk bij Duurstede’, of the famous Dutch master painter Jacob Ruysdael. Inside,
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the surrounding walls feature a panorama of Amsterd am- styl e fa ca des - the l arg est
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‘Delft Blue’ ceramic tile tableau ever produced.
When the lights are dimmed, the square pond at the cen ter of th e pa vil ion ch an ges
200 6 X X b y M e x x
into a media surface of cinema screen size. 4 HD projectors are combined to create a
single image of stunning clarity and brilliance. What un fol ds i s an experi enc e of th e
200 6 R A G S / R F G
Netherlands as a country made of water, powerfully playing with different perspectives, sh ow -
200 7 E n j o y
ing different needs on different levels.
With an average of 4000 visitors per day and enthou sia stic reac tion s of b oth th e
Dutch Prince Willem Alexander, his wife Máxima, Princ e Aki shi no f rom Jap an an d h is
wife Princess Kiko, the pavilion is one of the very fine a ttrac tion s of Exp o 20 05 .

April 2005

I nter net links
Vi ew Filmtrailer: http://www.expo2005.nl/download s/expotra il er.mpg
Website: http://www.holland-expo2005.com

Expo project

PRESS

E x po 2005
Holland Pavilion

Film
Concept
Storyboard
Project manage m e n t

Website

C D -Rom

PROJECTS

E x po 2005
Holland Pavilion

Website
Concept, Conte n t - &

Film

C D -Rom

PROJECTS

E x po 2005
Holland Pavilion

C D-Rom
Concept, Conte n t - &

Film

Website

PROJECTS

PRESSTEXTS
‘ Dit is het Nieuws’
P aviljoen Hollandse Nieuwe voor Beeld en Geluid Exper ience
200 2 A u d i P a r i s

200 2 Z ö l l n e r Vrijdagavond 1 december j.l. heeft Koningin Beatrix het nieuwe gebouw van het Neder-
lands Instituut voor Beeld en Geluid geopend. Het gebouw huisvest de Beeld en Geluid
2003 Audi awards
experience, een museum waar bezoekers de wereld van televisie, radio, film en muziek
2003 Audi Geneva zelf kunnen ontdekken. De bezoeker ondervindt er aan den lijve hoe zijn of haar wereld,
bewust en onbewust, wordt gekleurd door de media. De 15 paviljoens hebben titels als
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‘Sterrenshow’, ‘De betovering’, ‘Kijkbuiskinderen’, ‘De wereld: een dorp’ en ‘Dit is het
200 3 G a s u n i e nieuws’.
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Doel van ‘Dit is het nieuws’ is de urgentie en de totstandkoming van het nieuws voelbaar
200 4 N Y F maken. Het paviljoen heeft de vormgeving van een mobiele uitzendstraat en bestaat uit
interactieve doe-oplossingen om te spelen met geluid- en beeldfragmenten uit het col-
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lectieve geheugen. De onderwerpen gaan over de impact van nieuws op ons wereldbeeld
200 5 E x p o en over de totstandkoming van nieuws- en actualiteitenprogramma’s. In de gouden doos
krijgt de bezoeker een overzicht van de hoogtepunten van uit de geschiedenis van nieuws
en sport. De bezoeker leert er over de techniek van het nieuws maken en het keuzepro-
200 6 X X b y M e x x ces waarin bepaald wordt wat er wordt uitgezonden. Ook mag de bezoeker er zelf het
journaal samenstellen én presenteren.
200 6 R A G S / R F G

200 7 E n j o y Bij ‘Dit is het nieuws’ valt op hoe de ontwerpers van Hollandse Nieuwe met interactieve
doe-oplossingen verleiden tot spelen en leren. Die opvatting typeert de visie van het
ontwerpbureau, dat in het verleden tentoonstellingen ontwikkeld en ontworpen heeft voor
Nemo, de Nederlandse Designprijzen, het Van Gogh Museum en het hoofdkantoor van de
AVRO, KRO en NCRV.

Met de opening van het nieuwe Beeld en Geluid gebouw en de gelijknamige Experience
voor het grote publiek is Nederland een nieuwe culturele attractie rijker. Beeld en Geluid
verwacht minstens 150.000 bezoekers per jaar.

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PRESSTEXTS
X X by Mexx Kalverstraat
‘ Just befor e’
200 2 A u d i P a r i s

200 2 Z ö l l n e r Op de Kalverstraat in Amsterdam is een XX by Mexx winkel geopend. De winkel is na
Antwerpen (Kammenstraat, september 2005) en London (Oxford Street, oktober 2005)
2003 Audi awards
de derde winkel die is uitgevoerd volgens het nieuwe XX by Mexx retailconcept.
2003 Audi Geneva
Het concept is ontworpen door het team Hollandse Nieuwe/Bearandbunny en is gein-
200 3 A u d i I A A
spireerd op de wereld van jonge vrouwen, van vriendinnen onder elkaar. In het concept
200 3 G a s u n i e wordt boudoir-gevoel gecombineerd met de chaos van een backstage kleedkamer tijdens
een modeshow.
200 3 T U I

200 4 N Y F Hollandse Nieuwe/Bearandbunny heeft voor XX by Mexx een wereld gecreëerd die non-
corporate, lokaal en onnavolgbaar is. Die wereld is gevangen in het concept ‘Just before’.
200 4 R o t o F r a n k
‘Just before’ is het keuzemoment voordat je uitgaat, gaat shoppen, gaat dansen, uit eten
200 5 E x p o gaat, kortom het moment waarop jij bepaalt hoe de wereld jou gaat zien. Als je de kamer
inkijkt van een jonge vrouw die in dit keuzemoment zit, kan je het volgende aan treffen:
200 6 Beeld en Geluid
samen met vriendinnen kleding uit de kast trekken, nieuwe combinaties proberen, kijken,
200 6 X X b y M e x x overleggen, opmaken, weghangen op stoelen, op het bed of aan de kastrand. Wat de één
afkeurt, wil de ander lenen. Het resultaat: kleding “all over the place”.
200 6 R A G S / R F G

200 7 E n j o y In tegenstelling tot de traditionele paskamers achterin de winkel hebben de XX by Mexx
winkels een centraal gelegen paskamergebied. Meiden kunnen er mixen en matchen met
andere stijlen die zij her en der uit de winkel pakken. Buiten het paskamergebied hangt
kleding aan een door de winkel slingerende rails. Aan de rails hangen homemade pola-
roids (met voorbeelden van setjes) en ‘charms’, in goud uitgevoerde bedels. De meubels
hebben een klassieke vormentaal maar zijn uitgevoerd met onverwachte afwerkingen
zoals rubbercoatings en parelkleurige lak. De graphics zullen in de tijd groeien en van
thema veranderen; altijd zal er een relatie zijn met de wereld van de XX by Mexx klant.

Locatie: Kalverstraat 145 te Amsterdam / Oppervlak: 220 m2 / Opening: 20 april 2006

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PRESSTEXTS
R AGS / RFG shop-in-shop
D o it yourself!
200 2 A u d i P a r i s

200 2 Z ö l l n e r The RAGS/RFG shop-in-shop concept provides a space within existing department stores
for freedom of expression, non conformity and individual style. A place that reflects the
2003 Audi awards
creativity, curiosity and energy of kids. An integral part of the shop-in-shop concept is the
2003 Audi Geneva ability for it to be customized with flyers, stickers and posters to echo the changing local
qualities of whatever city it is located in.
200 3 A u d i I A A

200 3 G a s u n i e RAGS Free Spaces can be visited in Galeries Lafayette (Paris), Bijenkorf (Amsterdam,
Rotterdam) and The Hilt showrooms in Amsterdam (head office) and Hamburg. Rollout of
200 3 T U I
the Rags Free space shop-in-shop concept in department stores throughout Europe will
200 4 N Y F continue in 2007.
200 4 R o t o F r a n k
For information and inspiration on the creation of Free Space the RAGS shop-in-shop
200 5 E x p o book was created. The book contains detailed descriptions of each individual element
that belongs to the RAGS/RFG shop-in-shop system, suggestions as to how to use the
200 6 Beeld en Geluid
elements to suit different situations and images of the actual system in use.
200 6 X X b y M e x x
The simple materials and basic methods of construction reinforces a dynamic DIY atti-
200 6 R A G S / R F G
tude. The furniture is quick to assemble and can be easily arranged to suit different loca-
200 7 E n j o y tions and situations, whether the system is freestanding or wall mounted.
Each element in the shop in shop system is designed to have a unique appearance each
time it is made. All stickers – taken from the RAGS shop-in-shop book - are part of the
current seasonal brand imagery, and therefore change over time adding a dynamic and
graphic nature to the system.

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