The Floriade 2012 was a Dutch horticultural exposition held in Venlo, Netherland and was held from April 5 to October 7, 2012. The organisers of the festival wanted to re-invent the horticultural expo to become a landmark attraction for horticulture in the same way that Disneyland became a reference point for theme parks. By borrowing from the theme park industry, they wanted to showcase horticulture in a theatrical way.
Working with BRC Imagination Arts and the organisers, Vision XS has helped to improve the concept development plan for the whole site that has formed a basic visitor experience roadmap of the masterplan development. We considered the aspects that will engage the visitors on an emotional and psychological level and developed a “visitor experience map” so that the experience is balanced across the site . This involved using Vision’s expertise and the psychographic database of what people need and what they like to experience during a day out.
Over 2 million people attended the horticultural expo event that has provided a world class visitor experience.