Space &
Stakeholders
Nederlands Paviljoen, Grüne Woche in BerlinHow do you make #FarmingTheFuture tangible on a 1,000 m² exhibition floor? With an open market square, an iconic Spiegel Garten, and one clear story in which more than 25 stakeholders come together. At the Grüne Woche in Berlin, we showed how design, content, and collaboration merge into one recognizable Netherlands.
The market square
The pavilion was designed as one open market square. Here, worlds intersected: the Dutch and German ministers christened the jubilee tulip 'Tulipa Berlin Jubilee', while further along, the band Kleintje Pils played, and German families tasted cheese.
Spread across the pavilion, photo moments and activations invited participation. Visitors watched, listened, tasted, and participated.
Spiegel Garten
At the heart of the square stood the Spiegel Garten: a mirrored cube with over 2,000 white orchids.
Through reflection, the sea of flowers seemed infinite. Visitors literally stepped inside the story and found a moment of wonder amidst the hustle and bustle. The installation became the most photographed spot of the pavilion and gave the 100th anniversary of the exhibition its own identity.
The story of
the Netherlands
Together with the NL Branding team, we worked on the substantive positioning of the Netherlands towards the Grüne Woche visitor. The core values of open, inclusive, and inventive formed the starting point for the story that resonated throughout the pavilion. Subsectors were given recognizable color accents, yet together formed one ecosystem. Sabine Izaksson from NL Branding named this edition a best practice. "A standout in terms of collaboration and execution."
Starting together
The strength of the design began at the start of the process. Instead of a traditional briefing, we opted for a joint brainstorm with RVO, the ministry, the embassy, NL Branding, participants, and partners. By establishing frameworks early on, room for creativity emerged, along with a grip on planning. The result was a design in which all stakeholders recognized themselves.
