Arttenders Floriade Alex Verheast

New Project: Floriade AR-experience


Arttenders Floriade Alex Verheast

We are very excited to announce a new project for the Floriade. Arttenders has been asked to create an artistic Augmented Reality (AR) experience as part of the art and culture program of the Floriade Expo 2022. This AR experience is a follow-up to an earlier collaboration for Floriade 2022, in which Arttenders realised the façade design for the exterior of Flores, the central tower of Almere Hortus, in collaboration with MVRDV and artist Alex Verhaest. The facade is accompanied by an interactive website as a storytelling tool that revolves around the artwork.

AR technology offers the opportunity to bring the theme of the Floriade to life in an immersive spectacular and artistic way. It will provide an extra dimension, literally and figuratively. Arttenders will work together with ArtiShock for the technical part and again with Verhaest and MVRDV for the creative realisation. 

The Floriade contains an alphabetically planted arboretum showing the fast diversity of Dutch plants and flowers: the Floriade master plan designed by MVRDV. This arboretum was translated onto the façade in an artistic and original way.  The municipality of Almere commissioned an interactive website as a storytelling tool that revolves around SYMPOIESIS, in both English and Dutch. 

Dive into this magical world of vegetation and floral sublimity on the interactive website: AR will give an extra dimension to this experience.

Floriade Expo
The 7th edition of the Floriade Expo will take place in 2022. From 14 April 2022, Almere will be the stage for 178 days for the world horticultural exhibition Floriade Expo 2022. The theme is Growing Green Cities. Dutch horticulture, together with national organisations and international participants, presents innovations and solutions for sustainable and liveable cities. Growing Green Cities is a story about the Dutch diversity of flora and how this affects our daily life in an urban environment. 

We cannot wait to attend the Floriade and see all the projects we collaborate on come together. We will keep you posted on any developments.