GLOBAL

It has taken a little while, but here it is: the new Global. Packed as never before with more pages and plenty of articles covering a veritable spectrum of topics and unique items that combined highlights the wide range of sectors we operate in on behalf of our clients. From cultural institutions to heavy excavation equipment. The Rozet for example - the new cultural palace in Arnhem or the Ocean Museum in Biarritz, close to the French-Spanish border. Or, read the interview with Floating Houses, the German maritime architect’s firm for whom Gielissen is currently building a number of houseboats, or the article reporting on the enormous stand complex with which Hitachi Construction Machinery Europe participated in the Bauma. But in this edition of the Global you’ll also find non-client related articles. Ever heard of Brand utilities? Your company may be able to benefit from this. And, in Innovation Lab, our new column, we outline a few innovative 3D technologies that quicken the heartbeat of festival goers and event participants. In a nutshell: huge diversity and great items in our new Global. Enjoy!

In this XXL Global

amazement and admiration, for one imposing sight follows another: the imposingly wide, 200 meter long oak interior stairway along the north and south facades of the building, the many showcases and cupboards framed in wood along the high interior of that same stairway, the enormous library over two floors, the exhibition area/coffee corner at the landing of the stairway (180° change of direction), the magnificent grand café on the first floor and at the top the theater auditorium and the large roof terrace with a wonderful panorama across the old city center. And then the user areas: nowhere do you get the impression that the stairway has consumed too many square meters. The library in particular is splendid, partly thanks to the book cases integrated into the facade walls. When the Global editor is standing around, somewhat dazed, enjoying all he has seen, Peter Broere taps him on the shoulder: time for the appointment.

Read more on page 2

Rozet: the new Arnhem cultural center

The finest and most imposing and versatile stairway in the NetherlandsAlready an unparalleled cultural icon

When the Global editor steps into Rozet in Arnhem, the brand-new center in the field of knowledge, culture and education, he looks in vain for a central reception desk. He has an appointment with Robert van Aalderen, project manager with the municipality of Arnhem, and then, as visitor, you naturally report to a central reception unit. For a moment, he thinks he has spotted it on the second floor, where two rather formal gentlemen are seated behind a sort of broad wooden balustrade. But they then turn out to be two visitors to the library who are working there on their laptops on an internal balcony.

So now wait for Peter Broere, Project Manager at Gielissen and responsible for the Gielissen activities in Rozet. He is also present at the interview. And because the editor has turned up far too early for the appointment, he decides to take a look round the building (after all, it is a public building). With growing

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(‘Arnhem blond’ according to Beelen) building; you cannot distinguish any details. As you get closer, you see the whole structure, the shape of the building, in particular the vertical, springing concrete elements with which the facades are constructed. When you are really close, you see that the facades are studded with rosettes, the decorative mini-sculptures after which the building is named and which actually form the Rozet logo.” No square, but a street“Initially we had a type of Italian square in mind, and around it the four institutes and other public functions. But we quickly rejected that idea; the site where Rozet would be built was too long and too narrow for that. That is why the square became a street, a street that rises through all the floors and ends at the sixth (the top).”

Four cultural institutes“No,” says Van Aalderen, responsible at the local council for this type of multi-functional building project, “we don’t have a central desk here. It isn’t necessary. The institutes housed here - the Library, the Art Company, The National University, and the Heritage Center (the city museum) - form a clear and transparent entity where each visitor can, using the excellent routing signs, arrive wherever he or she must be. That was also the assignment to Neutelings Riedijk, the architect: design a building that houses four relatively diverse institutes and functions - working, reading, learning, borrowing

(library and art lending library) and experiencing - and yet still create one synergetic entity. Thus multi-functional in the true sense of the word, but also with an emphatically public character, an enormous living room where everybody feels at home. The integration of functions can be found in everything: in the imposing stairway, actually a sort of city street with the functions a street has, in the many seating corners, the food and drink facilities, the entrances to the various ‘shops’ etc. In combination, these generate a feeling of

being at home, of being in the right place. Incidentally, the rooms and exhibition and presentation possibilities (the wooden frames, for example) are also excellent for communal activities. Around a specific theme for example. And the sixth (top) floor is, with its terrace and café, an ideal location for literally a top-level party or business meeting.”

Schedule of requirements preeminent“It’s true, on our site you will search in vain for a certain philosophy, vision, mission statement or whatever you would like to call it.” Frank Beelen, architect at the renowned Rotterdam-based Neutelings Riedijk architect agency, is talking. And with Rozet, the agency has added another outstanding project to its roll of honor. “For us, the schedule of functional requirements is always preeminent. ‘Form follows function’, in which Form must really be the best possible architecture, so the peak of architectonic design. The question we always ask ourselves first when addressing a new project is how we are going to fill the volume programmatically, so within which spatial structure can all functions, literally and figuratively, fall into place. Of course we do have an architectural credo. We like clean, geometric shapes, shapes that tease and challenge, without sacrificing anything in functionality. As a rule with facades that are covered with a thin skin of decorative patterns, ‘the jacket’ as we call it ourselves. A well designed sculptural building must also have various layers. Take Rozet: from the distance you only see that it is a striking sand color

Different times, different directionsDo you often also get the feeling we’re living in exceptional times? Of course, the economy isn’t running as well as we would all like. To start with politicians and many economists have for a long time impressed upon us that we’re experiencing difficult times and are now declaring (with well-founded reason?) that things are on the up. We are all busy making cuts and cost-savings where we can, and the competition sometimes seems to be price-based. In short: it all looks pretty bleak. Yet, simultaneously, every day brings with it fantastic opportunities for every business, and we encounter fantastic new projects.

Contrasting emotions therefore; emotions that conflict considerably.

The question of course is how to deal with that. Our business too must find a way of tackling in that tricky market and ever-increasing price pressure. In the previous Global we wrote how we duly realized that we must produce as leanly as possible. An efficient production process and avoiding costs of failure are an absolute must in this day and age.

But we’ll continue to operate of course. Indeed, that underpins our organization. We do so by delving into client’s queries as promptly and as best as we can, each and every day. After all, increasingly stringent standards are being imposed on response times too. Our clients (naturally) expect a substantiated response, as well as acceptable pricing. This we were already doing, however we are trying to expand upon this wherever possible; sometimes quite literally, such as with the Qatar-based branch. Here too new and different business relationships with clients and suppliers are being initiated. You see, we believe the traditional relationships between client and supplier are also changing. Only by truly working ‘leanly’ together will yield the best results and that is only possible with good, open understanding between client and supplier. That’s more easily said than done when different interests have to be taken into account, yet is essential in attaining optimum results. In my opinion we’re all trying to find our way in this. We would be delighted to hear your thoughts: how do you see the future, the relationship between you and Gielissen, and how can we facilitate one another? And, talking about the future: 2014; a year in which we can perhaps live up to the aforementioned, in full faith in one another’s good intentions and specialist competencies. I would like to wish you a prosperous New Year, both personally and with your business.

Bart Wigman, CEO

‘We give the client what he wants, not what he expects.’

(Jan Willem Neutelings)

‘We like clean, geometric shapes, shapes that tease and challenge,

without losing anything in functionality’

(Frank Beelen of Neutelings Riedijk)

The rosettesTiny sculptures not only cover the exterior facades, but also decorate many locations in the building. They are rosettes and also give the cultural complex its name. Robert van Aalderen: ‘The Arnhem-based graphic design studio Catalogtree searched for a metaphor for knowledge transfer, the basic objective of Rozet. They subsequently came up with their own version of a Penrose diagram, a figure that roughly speaking lays causal links in space and time. A diagram that in turn finds its inspiration in the behavior of salt crystals. Under certain natural conditions, these multiply themselves and produce the most fantastic patterns. Surely a fine metaphor for increasing knowledge?’

When the subject of ‘sustainability’ is mentioned, Beelen explains that this was self-evidently an important item in the design. “ As, incidentally, it is with every building today. Take the enormous stairway, the inside street. This does not only determine the spatial layout of the building, but thanks to the natural draft of the air from below to above, it also acts as a climate-neutral ventilation facility. Further, there are solar panels on the roof, the building has heat and cold storage and the roof is overgrown with plants. We have also mainly made use of natural materials: wood, metal, concrete and glass. The building is also literally sustainable, by the way: it is constructed in such a way that it can withstand the ravages of time. Coming generations must also be able to enjoy Rozet.”

Interior designThe interior design comes from the design tables and screens of architect collective deMunnik-deJong-Steinhauser, a collaboration between De Munnik (Bert), De Jong (Gertjan), both architects and Steinhauser (Abbie), spatial designer. All three were involved with the interior design of Rozet from the very start, when it was being undertaken by Merkx+Girod architects, the renowned agency that was awarded the interior design but withdrew half-way through. In good consultation with Evelyne Merkx, one of the name partners of Merkx+Girod - they still share the same (friendly) building in the Amsterdam Jordaan district - Abbie, Bert and Gertjan took over the assignment. ‘A tested collaboration in a new format’ they call it themselves. ‘Tested’ because within the Merkx-Girod context they had already designed a number of high profile interiors, such as that of the Amsterdam Hermitage, the temporary Rijksmuseum in the Philips Wing and the Selexyz bookstore in the Dominican Church in Maastricht.

Cupboard filled with knowledgeThey talk about the Rozet project with inspiration and enthusiasm. The biggest challenge, it emerged from their explanation, was in giving each of the participants in Rozet their own face. In the interior design by deMunnik-deJong-Steinhauser, the individual institutes do indeed have a clear personal identity, but attention has also been paid to a shared identity. In the design, the building really becomes a ‘cupboard filled with knowledge’. This beautiful piece of

furniture is not only found in the frame wall and the library, but also in the café-restaurant. A large cupboard of Sendzimir galvanized steel separates the bar and the kitchen from the seating area. It occupies the whole breadth of the rear wall and connects the rooms that are partly separated from each other by three concrete cores. Large tables and sofas fill the space and are interspersed with second-hand furniture, reupholstered in contemporary fabrics.

The Heritage CenterWhen entering Rozet the visitor can go in two directions. The road to the left leads to the cellar, to the Heritage Center, where a semi-permanent exhibition about the past and present of Arnhem can be seen. An ingenious showcase system offers various possibilities for exhibiting the heritage collection and linking it to fascinating stories. In the middle of the space are the large ‘source showcases’ with a large number of exhibited objects, with smaller ‘mounted showcases’. Considerable attention has been paid to the construction: large glass surfaces and narrow profiles give an uninterrupted view of the exhibited objects. Around the museal central area is an in-depth layer with additional information and study places for archive research. This is a cupboard wall with spy-holes, showcases and seating areas. The uppermost part of these wall-high cupboards is manufactured of translucent acrylate, a material that filters the daylight as it enters. The rear is fitted with LED lighting, which provides sufficient light for the area and yet still retains the museum-like character.

Halfway through the interview there is a sudden cheer. Apparently the library has been voted the very best library in the Netherlands (see editorial box).

Feeling for detaildeMunnik-deJong-Steinhauser designed special cupboards for the library, which match the characteristic architecture. The concrete cores between the corridor street and the library are used functionally and fitted with specially designed ‘core cupboards’. The library floors are ‘embraced’ by what may be the longest bookcase in the world: this ‘facade cupboard’ folds itself around the windows and perfectly follows the rhythm of the facade. The rhythm of bookcases, interspersed with diffuse incidence of daylight, gives a very special effect. Together with ‘free-standing cupboards’, made of white perforated steel, they are in perfect balance with the solid oak and concrete of the facades.

‘We have given the individual institutes a clear personal identity, but attention has also been paid

to a shared identity’ (deMunnik-deJong-Steinhauser)

‘The collaboration with Gielissen was very good. We are not easy;

we can go on about things for hours. But each time the result exceeded

our expectations’ (deMunnik-deJong-Steinhauser)

Best library in the NetherlandsDuring a festive event in the Beatrix Theater in Utrecht (early October), the library of Rozet was chosen as Best library in the Netherlands 2013, in the category large libraries.

From the jury report: ‘Designer Neutelings Riedijk has in collaboration with the interior architect and the team of the library created a magnificent library. Everything breaths quality, including the collection, and they have thought of every detail.”

Gielissen and RozetGielissen constructed virtually all fixed interior sections and also a number of the individual elements of Rozet. That took place in two stages. The first was part of the carcassing. For that, Gielissen constructed, among other things, the solid wood corridor frames, the oak corridor walls, all soundproofing internal facade coverings, also made of oak, the casing of the columns and naturally the imposing stairway. In the second stage, they built all the fitted furniture, including the 200 wooden frames and showcases, the interiors of the grand café, the library and the theater auditorium (including the padded walls there). And, as mentioned earlier, several large interior sections including the enormous table in the grand café.

Pixmob lightingPixmob comes in many formats and applications. Each festival goer receives a wristband with a small LED light that pulsates and changes color along with a lightshow or to the rhythm of the music, so making the public an integral part of the performance and, in turn, transformed into an enormous display. Or, luminous vinyl balls (of various sizes) with an inbuilt LED light that descend onto the public. They can change color, in synchronization with the live music, lightshow or when caught by the public. Or, luminous pearls incorporated into an item of clothing, whereby the small LED lights naturally can change color or even respond to grooving physical movement. In this way visitors to an event comprise a direct part of the show itself. In other words: optimum interactivity. The remote technology ‘behind the scenes’ can also provide the wristband wearer or the ball ‘catcher’ with digital information after the show.www.pixmob/info

Video mappingVideo Mapping is another state-of-the-art technology that draws the attention of a large gathering via light effects towards a vast two or three dimensional object. An object made up of hundreds of small video screens upon which all kinds of color variations and any desired image can be projected. These objects can be anything, from bespoke imaginative objects to customary forms such as animals, human shapes, car models, (Christmas) trees, etc. As such they transform into a single large dynamic, 3D video screen. So, forget the traditional flat screen but instead any form you can conceivably think of. Objects that were previously static change via video mapping into integrated, ever-changing structures. Video mapping can of course be combined with sound systems. www.sober-industries.com

Hypo surfaceAn enormous video screen still makes a huge impression, but if that video wall suddenly starts to undulate or show other three dimensional movements, then that impressiveness increases tenfold. This is possible with Hypo surface: a digital technology that transforms a previously static video wall into an ultra dynamic, flexible image projection. The undulating and/or movement effect is so impressive that people standing close to the screen draw back when it starts to ‘move’. The visual surprise is literally unparalleled and embodies the communicative power of this technology.The options are, of course, limitless: music festivals, three dimensional commercials on large buildings, lifelike commentaries in museums and at trade shows; you name it. Indeed, Hypo surface isn’t only for use on flat surfaces but can be used on three dimensional objects too, such as a car or other large object. It can also be integrated with sound input, Internet applications etc.www.hyposurface.com Giant inflatablesEnormity, in whichever form, is always impressive. Especially with people, animals and objects only known in ‘normal’ dimensions. However, a meters-high piece of cheese, an enormous hand, a gigantic baby, or a man-sized games computer - anyone coming across one will be all eyes a-glitter. Even objects that are by their very nature large or even gigantic but that are encountered in unexpected places, make a similarly overwhelming impression. A rocket at a pop festival, factory chimneys in a stadium, a flying saucer at an airport. How do these objects become so enormous? Simply by blowing them up. They are inflatables. Although the company that designs and makes them - Airworks - prefers to call them air sculptures; simply because you rarely or barely realize these are objects inflated with air. That the communicative impact of an inflatable is just as big as its dimensions is self-evident. www.airworksinflatables.com

* In this edition of the Global we’re focusing on remarkable, often technical, innovations closely affiliated with the sectors we operate in. To start with: four techno gadgets that can be primarily deployed at large events.

Innovation LAB*

Open-mouthed, glittering eyes, hearts beating faster...

A festival, a trade show, a sports event - anywhere where large groups of people converge - yields countless opportunities to emphatically focus attention on a particular aspect or object. And, in such a way that it makes and leaves behind an unforgettable impression. For this purpose a number of innovative technologies, let’s say, spectacular gadgets, can nowadays be deployed. Really, ‘making an impression’ is putting it too lightly; these new technologies leave mouths agape, make eyes glitter and hearts beat faster. In short: they lend the event an unprecedented, and thus entirely novel, dimension, and as such communicative power. Some could now even be designated true ‘game changers’ for a particular brand, event or location.

Solving the oceans’ riddleA museum opened two years ago about four kilometers to the south of the center of the old harbor city of Biarritz on the south-west coast of France (not far from the French-Spanish border): Cité de l’Océan (Ocean City). A museum - its name says it all - dedicated to everything to do with the oceans. Thanks to modern gadgetry, the visitor can be immersed - both figuratively and literally - in the secrets of the oceans. Interactive equipment, touch-screens, 3D animations and other smart presentation technologies are used to combine education and entertainment in a clear and impressive way. You can investigate the deepest oceans in a submarine (and meet giant squids!), take a look on the bridge of a beached ship, listen to the exciting stories of Plato (Atlantis) and Columbus (America), and inside an enormous whale discover how life once originated in the depths of the sea. Obviously the many functions of the oceans are also covered: food, energy, water, minerals, climate effects, transport etc.

Another sea museumOcean City is housed in a magnificent new building, white, light, transparent, and in the shape of a wave. It is designed by the celebrated architects Steven Holl and Solange Fabião.

When you stand in front of this striking architectonic creation, you cannot resist entering: it is so inspiring and exciting. The museum, incidentally, is part of Biarrritz Océan, an organization that also runs another sea museum: the Sea Museum (Musée de la Mer) that can be found in the old city center, nearby the sea. This museum is much older and concentrates primarily on life in the seas and oceans: it mainly contains large sea aquariums, dolphin pools and so on.

Océan Blanc, in other words, the polesAnd why are we writing about this? Firstly, because of Ocean City itself. Everybody traveling in South West France should take the time to visit this museum. Secondly, because in July this year the museum opened a new permanent exhibition: Océan Blanc (White Ocean), completely dedicated to the poles. You can explore these two white, icy ends of the world from an igloo and a polar base. How do animals such as polar bears, walruses, seals and penguins survive in such extreme conditions? Who were the first to plants their flags here? How thick are the polar ice caps? How is scientific research taking place there at the moment? All questions that are answered in an entertaining and fascinating way.

And why are we writing about this? Simply because Gielissen has worked for and with Asten-based P&P Projects on the construction and installation of the complete interior of Ocean Blanc.

The mayor of Biarritz, Didier Borotra, who opened the Océan Blanc was extremely satisfied with the result achieved by ‘les gents professionels de l’Hollande’.

So if you are heading that way next summer...

The great oceans guard many secrets. Most of them have been solved. We know how they arose, that they were the cradle of the first forms of life, that storms and tsunamis are formed there and how the phenomenon of tidal change works. But other matters still give rise to question marks: are the oceans truly endangered from pollution, can we in the future harness these oceans for (tidal) sources of energy? And what about Atlantis, the Bermuda Triangle, the Great Flood: are these fact or fiction?

Cité de l’Océan Museum in Biarritz

A true voyage of discovery across the oceans and to the poles

Did you know that in Norse mythology Aegir was a sea giant as well as god of the sea? No wonder then that Heerema Marine Contractors has named its latest deepwater construction ship (210 meters long and 46 meters wide) after this famous god of the sea. On Friday 20 September a champagne bottle christened the prow and the ship was ready for its maiden voyage to the Gulf of Mexico.

3500 meters deep After the Balder, the Hermod and the Thialf, the Aegir is the company’s fourth offshore construction vessel. All four are the biggest in the world. The Aegir is equipped with state-of-the-art offshore equipment. For example, it has an 80 meter high crane with a boom measuring 125 meters that combined can install fixed platforms in shallow waters. But it can also lay 32 inch pipes (approx. 8 meters) at extreme ocean depths (3500 meters). Naturally every conceivable facility is on

hand for the crew (approx. 300), to create an enjoyable experience at sea, including a cinema, fitness gym and sauna.

It’s no wonder then that the company highlighted the christening of the Aegir. An enormous spectacle surrounded Aegir’s first official voyage, including a video presentation, band, dance troupe and drummer Ceasar Zuiderwijk (from Golden Earring) all making up the entourage.

From Gielissen, Jan van Grinsven (Senior Account Manager) and Frank Heijman (Senior Project Manager) were invited, as for more than 40 years we have developed the stands with which Heerema Marine Contractors participate in large offshore trade shows, such as the OTC Houston and SPE Offshore Europa in Aberdeen.

See also the article about the IRO, the Industrial Council for the Gas and Oil Industry. www.heerema.com

A vessel jam-packed with offshore technology

The latest sea giant by Heerema Marine Contractors

Global top 5“Offshore oil and gas extraction has undergone explosive developments within the last half century,” explains Vergroesen. “In 1947 the very first offshore oil drilling took place in the Gulf of Mexico, at a depth of 5½ meters. Nowadays one sees (drilling) platforms above the deepest of oceans, and highly accurate and complex drilling occurs via satellite control. Ships lay tens of thousands of kilometers of pipelines across the sea floors. In all this the Dutch oil and gas industry plays an important role; we are even one of the 5 top global players. Oil and gas platforms, harbor construction, tanker terminals, engineering companies, drilling platforms, pipeline ships, and offshore wind farms: Dutch firms are fully involved in all these activities, especially within the supply sector. The Dutch flag continues to flutter on many a sea. IRO promotes the interests of these suppliers within the offshore industry; and these amount to quite a few; at present we have 430 members. Each company, each organization, be it large or small, that has earned its spurs in the upstream gas and oil supply industry is affiliated with us. And within our association they are all equally important.”

Networking events“Yes”, concurs Vergroesen, “Our membership has indeed risen sharply in the last five years”. “In part this is down to the increase in offshore wind farms. This demands a great deal of offshore know-how. Of course, growth in itself is great,

Five years ago the Global already included an interview with the IRO, the trade organization for suppliers within the oil and gas industry. Times change however; the IRO has relocated from Zoetermeer to Rotterdam, membership has grown considerably and two years back former director Hans de Boer retired and Sander Vergroesen stepped into his shoes. Time therefore to renew our acquaintance.

but it doesn’t necessarily steer the IRO. We are quite discerning; the prospective member must be truly active within the sector. We sometimes come across non sector affiliated companies trying to get on our membership list. This might be to do with the economic crisis; they hope to be able to get a piece of the pie via our networking events. You see, organizing and holding these networking events comprises one of our core activities. We are the glue between the members. Over and above these networking events we organize and initiate all kinds of permanent and temporary meeting platforms: workshops, committees, seminars, courses etc. The maintenance and promotion of this network is really appreciated by our members, a fact we frequently notice during the meetings. The IRO is, as it’s so fantastically put: of and for the members.”

Export promotion“Export promotion is another of our core activities. 70% of the IRO members are strongly export oriented. This is why, for example, trade missions are vital to us. As soon as Ministers or even members of the Royal Household join a mission to a country where NOCs (National Oil Company; state-owned enterprises) are mooted, then doors open that in turn, as a rule, considerably expedite business. Participating companies come into direct contact with the decision makers. As our government primarily focuses on renewable energy, these types of missions are unfortunately highly sporadic. This is a huge missed opportunity for the Dutch economy, in terms of employment opportunities and product¬ development for example. Where there is still a lot of oil and gas to be extracted our members can do great business. And these raw materials will also be vitally important in the future too in order to meet global energy demand. Underlying causes are the global growth in population and the increase in the well-being of the middle classes across many non-Western countries. This in turn means we ourselves can develop all kinds of initiatives in these countries.”

Embassies are crucial“To this end we regularly call upon the local Dutch

Embassy”, continues Vergroesen, “Take Mexico, where the current president is trying to modify two existing pieces of legislation in such a way that aside from PEMEX (the National Oil Company) it is also appealing for international oil companies to operate in the Gulf of Mexico. Our ambassador in situ has drawn PEMEX’s attention to the quality standards, expertise and up-to-date equipment Dutch suppliers have to offer. In doing so he also advised the PEMEX management to provide further information in the Netherlands about their plans and developments in Mexico. The result was that this year we arranged a mission to Mexico, where we visited three PEMEX sites. This initial reconnaissance has already yielded a number of concrete steps. As you can see, ambassadors can therefore play a crucial role in finding openings in a domestic market; which is why I seriously question the prudence of saving so much on the number of embassies and/or embassy staff. This demands careful consideration as before you know it will be a case of penny wise, pound foolish. As far as that goes I’m delighted to briefly wear the ambassador hat on behalf of our ambassadors.”

New Holland pavilion“Export promotion such as this also of course includes our participation in international trade shows. I already mentioned OTC Houston, but we also attend the large trade shows in Aberdeen, Abu Dhabi, Perth, Stavanger, Rio de Janeiro, Kuala Lumpur and Singapore. We have participated in the OTC from the very beginning. With our 1000 m² Holland pavilion we are one of the biggest participants. Incidentally, if we had been in a position to fulfill all our participants’ requests, we would have ended up at 2000 m². That pavilion is primarily series production-based, so every participating IRO member gets a standard stand within the set-up. Of course there are members - often the somewhat larger companies - that go to the OTC with their own stand. They then lease the floor space from IRO, thus they exhibit together at the Holland pavilion. As of 2015 we will work with a new stand concept; merely because we need to move with the times. Our industry is bursting with innovations that the stand must of course exhibit. Together with Gielissen we are busy working on a new design.”

Offshore IRO trade association

‘The Dutch flag continues to flutter on many a sea’

BackgroundIRO was founded in 1971, when offshore oil and gas extraction started to rapidly evolve. At that time the membership range was far more varied than now; each company and body in any way marine related could join, including therefore the government, oil companies etc. The IRO at that time was an acronym for Industrial Council for Oceanology. As a result of the 1973 oil crisis North Sea oil and gas extraction became increasingly common. In 1991 the decision was made to change the acronym IRO to the more appropriate Industrial Council for the Oil and Gas Industry. Since then the association has only comprised suppliers to the upstream oil and gas industry (on & offshore).

IRO and GielissenFrom the very start of the OTC - in fact exactly 44 years ago - Gielissen has designed and built the trade show stands for the IRO. As such the IRO is one of our oldest and most loyal clients. Once again in the coming years we will supply the Holland pavilion with the standard OTC stands, in addition to a number of large, individual stands.

‘The IRO promotes the interests of 430 suppliers within the upstream oil

and gas industry’

‘70% of the IRO members are strongly export oriented’

‘ I’m delighted to briefly wear the ambassador hat on behalf of our ambassadors’

‘Bringing Enjoyment ‘n Quality to Life’

BenQ, from OEM company to world brand

The European headquarters of BenQ are in Eindhoven. There we spoke with Adams Lee, Vincent CN Lin and Natalia Frolova, respectively President, MarCom Director and MarCom Product Branding Leader, about the growth of the brand and about their compelling philosophy and their market strategy.

From OEM to BenQ“In Europe, we mainly market three product groups, and reference was made to them in the intro,” says Adams Lee. “Actually four, for there is also QisDesign, our brand for design lighting solutions, which we are increasingly bringing to the fore, but more about that later. We have seen a spectacular growth in recent years, mainly in professional projectors and monitors. Yet BenQ has only been in existence under its own name for about thirteen years. Until then we were simply another average Taiwanese OEM company [Original Equipment Manufacturer, ed.]. Based on high-quality R&D, we developed and manufactured real top products for companies which then marketed the equipment under their own name or brand. We were thus the production company behind many major brands. At a given moment, we noticed that our products were in such demand that we decided to start selling them under our own brand name, BenQ. A sophisticated marketing strategy, even then based on the conviction that our products would make life a lot more pleasant, did the rest. An improved technology to make life more pleasant.”

Top gaming monitor for the gaming world top“In Europe we quickly gained a substantial market share, primarily with our LCD monitors and DLP projectors,” adds Vincent CN Lin. “That is mainly due to our direct marketing approach. If you make claims such as Bringing Enjoyment ‘n Quality to Life, combined with a personal approach in which technology and design go hand in hand, then close contact with your target

If you are looking for a monitor, a projector or a touch screen for at home or in the office, you have almost certainly come across the BenQ brand. A relatively young brand that has quickly made its name and is primarily known among the connoisseurs and professionals, among people who place particular value on superior quality and exceptional design. It is not without reason that the name BenQ originally stands for ‘Bringing Enjoyment ‘n Quality to Life’. Worldwide, the BenQ Group is a prominent market player in more than 15 sectors (see also the box).

group and users is an absolute prerequisite for achieving them. We involve that target group directly in our product development, and with some products, such as gaming monitors, right from concept to end product. We invite professional gamers to our R&D centers in Taiwan to test products and to see how we can improve our monitors. In the professional gaming world, we are now a highly respected monitor brand. That is largely thanks to the extremely refined technical optimization, such as rapid reaction time, handy navigation, high refreshment frequency and less image flickering, to mention but a few of the many relevant features that make our gaming monitors the ‘monitor of champions’. And don’t forget that all these sophisticated

technical solutions make it possible for professional gamers to take their gaming performance to the very highest level. That in itself gives considerable enjoyment! Our slogan for this gaming segment is ‘Gaming is in the details’. Naturally these monitors form a niche market, a very important niche market incidentally, and you can find a large number of technical product specifications from this segment in our monitors for a broader, general user group.”

More than just top products“We have been successful with our other products for the same reasons,” continues Vincent CN Lin. “There we continuously and intensively monitor the (changing) needs of the target groups. At BenQ, product development is based on accurate market research and target group analyses. Prototypes are always first tested extensively by our test groups. New products are never launched unless we know they will be appealing, both in technical performance and in styling and design. And this proves successful; our monitors are in the top 5 in various countries and our DLP projector range is a worldwide market leader. It is not, however, just about a good quality product, you must also be extremely careful in choosing your sales channels. We work very closely with distributors, resellers, retailers and online shops. Good margins, good service and excellent products are the cornerstones of our collaboration. QisDesign, our lighting division, assumes a special place within the BenQ product range. We started this about three years ago. Each lamp is distinguished by a perfect integration of LED technology and design, which makes it immediately striking through its characteristic design. Even on and off switches are eliminated; they are operated by touch-technology. We have already won several design awards with them and they are even exhibited in the Red Dot Design Museum in Essen (Germany).” New slogan“Recently we have changed our slogan Enjoyment Matters into Because it matters”, says Adams Lee, continuing the conversation. “Our company vision of Bringing Enjoyment ‘n Quality to Life remains our core value in which BenQ stands for worldwide supplier of technology and solutions for people. But within the BenQ Group, several companies have experienced an enormous expansion in recent years. These include BenQ Medical Technology and BenQ Medical Center. The word ‘Enjoyment’ is no longer suitable. That’s the reason for the new slogan: Because it

matters. BenQ thinks it important to concentrate on improving various aspects of life that people consider really important, not just at home and in the office, but also in education and the medical sector.”

It all happens at ISE“We first want to show all these new innovative products and solutions live to our European business partners” adds Natalia Frolova. “The ISE (Integrated Systems Europe) exhibition offers the perfect opportunity for receiving direct feedback from our partners. The ISE is held annually in the RAI Amsterdam and is the best visited European tradeshow in the field of professional AV systems. Here we will demonstrate our very latest projectors, monitors, touch screens and also the design lamps from our QisDesign range. Virtually all our customers from throughout Europe visit our stand there. Each year we entertain an increasing number of new interested visitors, which means that each year we have to have a larger stand and also a more prominent place in the exhibition hall. In recent years, Gielissen has designed and constructed the stand at ISE for us. And judging by the enthusiastic reactions from our visitors, they have done this with success. That is largely due to the thoughtful positioning of all product demonstrations and the appropriate ambiance in the hospitality area. We are still very pleased with the collaboration that dates from 2004. It is really open communication. We can say everything to each other, because we know that it is all intended to arrive at a better exhibition result. We are now working together again, for the ISE 2014.”

About BenQ The BenQ Group, which also includes BenQ Corporation, is made up of 15 independently operating technology companies which work closely together and share their raw materials and services. All 15 belong to the worldwide top in their own high-tech industry sector. These sectors extend from green energy TFT-LCD equipment to medical equipment and light systems.Worldwide the BenQ Group has approximately 100,000 employees and has an annual turnover of more than 20 billion dollars. The global head office of BenQ Group and BenQ Corporation is located in Taipei, Taiwan. In addition, BenQ Corporation has five continental head offices: America, China, Latin America, Asia-Pacific and Europe. BenQ Europe, with its office in Eindhoven, is active in all major European markets and has 10 regional offices for dealing directly with these markets.

‘We continuously and intensively monitor the (changing) needs

of the target groups.’

QisDesign, the lighting division of BenQ, is characterized by a perfect integration of LED

technology and design.

Adams Lee

‘Your brand value can really be made tangible’

Brand utility: from advertising promise to service provision

So a brand utility is a service or product that is offered in order to promote a brand. It is not just an amusing gimmick; the phenomenon signals an important shift within marketing communications (advertising), namely from promising something (classic advertising) to keeping that promise. An effective brand utility does the latter.

Ingmar de Lange is brand strategist and is not only the leading expert in the field of brand utilities, he also pioneered it in the Netherlands with his network agency Mountview.

So a brand utility is actually a clever advertising tool?A littleYes and a very big No. Of course it is intended to promote a brand, but unlike classic advertising - we promise you this or that - a brand utility actually keeps the promise (at least partly). A good brand utility is the combination of promotion (advertising) and service provision. It helps the user, it makes certain things easier. Shell made the promise of its slogan ‘We help you on the road’ tangible with its Street Book. At a music festival, the classic way of promotion is to show a large flag or banner with an intriguing slogan, but operating there with a mobile beer tap (Major Tom) that prevents long lines at the beer tent gives your brand an extra dimension. Or take Amazon, which has launched an app with which you can immediately check in a bookshop how much the book costs from them. Incidentally, it perfectly reflects their core business: selling books.

Successful brand utilities make the brand value tangible, bring it to life.

So a good brand utility should be close to your core proposition?If at all possible, yes, otherwise the relationship is not clear enough. And there are enough examples of good brand utilities. Tesco is a supermarket chain in England, competing on price. It has developed an app which immediately shows you which supermarket has the lowest price for a certain product. Charmin, a toilet paper brand, has an app which shows you on your smartphone where a public bathroom can be found and how users grade it. Beer brand Wieckse has developed an app inspired by the successful Buienradar.nl [Rain Radar] called Zonneradar.nl [Sun Radar]. Where is the sun shining, where can you sit outside, in other words, where is the weather perfect for drinking beer in the open air? And what about the travel and holiday planners? The average time spent at a travel agency used to be 70 minutes. Now it takes just 7 minutes to arrange things. At home, of course. Time-saving and convenient!

But don’t companies / brands do all this to generate turnover?Of course, that is an important criterion. You can think up a nice brand utility, but it has to bring commercial success, generate sufficient conversion. A brand utility preferably helps a customer make a purchase, for example those of Amazon and Tesco. The mobile charging stations of Nokia at music festivals are a sympathetic action, but the influence these have on sales of Nokia phones is only indirect. There are a few important criteria for a much used and therefore successful brand utility. It must, as we have said, prove your core proposition or at least support it; it must fulfill a need, so it must be useful, a genuine aid; it must be original; and as company you must be willing to subsidize it with marketing money, so that the customer has to pay little or nothing for it. In addition, but this is, however, not a real prerequisite, but rather a recommendation: do not assume, as classic advertising often does, a demographic target group, but focus on people with a certain mutual need, who do something, e.g. shopping, sport, travel, cooking, drinking beer etc. Activity is often a key word within a good brand utility concept.

Are people willing to pay for a good brand utility?Most brand utilities are free or very cheap for the user. (Also see the answer to the previous questions with regards to marketing money.) The consumer is perfectly prepared to pay something for it (e.g. for an app). On the other hand, if people aren’t prepared to pay anything for a brand utility, then there is something wrong with it.

So a company should be careful before launching a brand utility?Yes, there is more involved than people think. First, see whether the concept satisfies the criteria listed above. And take enough time to develop it. Here again, you need to invest before you can

benefit. Then decide in which stage of the customer journey (need, orientation, decision, purchase, consumption/use, after sales and evaluation) you want to insert your brand utility. And if it proves a success, you must take competitors into account (me-too manufacturers); in other words, see whether the brand utility can be developed further, or whether in time you can add certain features to it. Innovation must continue; this allows you to continue to surprise the user and bind them to you. Look at the automobile industry. Despite the fact that the existing models still meet all requirements, automobile manufacturers will introduce

new models each year, models that are even better equipped. Consider the prototype, the first release of your brand utility, as a basic model. That is why it is also important to keep listening to the user. How do they experience the brand utility, what can be changed, improved?

Don’t brand utilities exist thanks to our digitalized society?There are of course classic, physical brand utilities - I already mentioned a few - and you can also think of Ikea that put up beds in airports for travelers with a long waiting time, or the German beer brand Stiefl that stuck a free public transport ticket to each bottle so that you could get home safely after a night on the town. Or Bol.com, which offers free shipping above a certain amount. But you are right, a lot of brand utilities would not exist without the digital possibilities. Digital media is the engine, the

‘A smart brand utility strategy can make a brand big’

You can think up a nice brand utility, but it has to generate conversion’

Do you know what a brand utility is, or to put it in other words, a ‘useful brand tool’? If you answer the question with ‘no’ that is most probably because you do not know the name, for you have almost certainly at some time or other come into contact with a brand utility. In both an old and a new, frequently digital, form. Less than a decade ago, virtually every car had its Shell Street Book, and Girotel, the telephone predecessor of internet banking, will be familiar to older readers. Modern examples are Appie, the digital shopping list and delivery service of supermarket Albert Heijn or Nike+, an app that records everything about you while you’re running.

Gielissen: best practical training company within the wood and furniture sector

Awarded by the SH&M Center of Excellence

Yet again, the best!These efforts are regularly rewarded. Not only because trainees frequently opt for a job at Gielissen after their vocational training, but also officially, with awards. A couple of years ago we were already lauded the best practical training company by the Savantis Center of Excellence. And again on 7 November this year, by the SH&H Center of Excellence.

Safety in the learning environmentBy means of this competition the SH&M Center of Excellence is looking to highlight the importance of being able to learn within practicing professions; for intermediate vocational training students of course, but most definitely for trade and industry

too. After all, vocational education needs comprehensive practical training. Students only truly get to grips with the trade on the shop floor of the nigh on 3500 recognized practical training companies within the wood and furniture sector. On the other hand, trade and industry needs new graduates on their workforce who also know how their trade works in practice. The criteria in this election ran as follows: ‘Which practical training company teaches the best?’ and ‘What makes a training company good at what they do?’ In addition, during the company visits this year the jury paid extra attention to the criterion ‘Safety of the learning environment’.

Extract from the jury report:‘At Gielissen teaching is second nature, a trainee is well and truly a trainee and as such enjoys protected status. The trainees are provided with their own workspace and follow an introductory program that equals that of a new employee. The practical assignments are linked up to everyday tasks as much as possible. The trainees within the wood department can really learn everything they need to know within the various production locations. Furthermore, Gielissen runs a tight ship, whereby order and neatness are clearly discernible. And, last but not least, the company emanates a cheerful and dynamic look&feel, whereby the staff is clearly proud of their company and products.’

And now onwards and upwards to the national elections!SH&M will also nominate the 2013 winner, including our company, for the national best practical training company too. The winners from all sectors will therefore participate. This competition is devised by the Education, Culture and Science Department. The results will be announced in March 2014.

The future for the next generations for the large part comprises job satisfaction, a position that matches their skills and ambitions, and that offers development opportunities. Our company would like to be proactive in this by offering them all the facilities required in learning a trade within a professional working environment. In doing so we aim to fill the sorely needed link between academic courses and trade and industry. This is why for over a decade now we have offered around 20-30 training apprenticeships each year (ranging from pre-vocational secondary education to higher vocational training).

In fact, I do not know of any online brands that have become big through big advertising campaigns, with the possible exception of Zalando.

Many traditional advertising campaigns appeal to the emotions. Can a rational instrument like a brand utility also do that?Yes, certainly. A good brand utility can be given an emotional charge. Skype has a functional approach, (almost) free telephone calls, but an emotional consequence, e.g. the face of your loved one.

As a rule, not much advertising is made for brand utilities. Why is that?That’s true. It’s partly because a brand utility is in itself an advertising tool and partly because they are spread via social media and word of mouth advertising. Recently I had to park my car in the city center (Amsterdam, ed.), something I virtually never do. Well, I asked a couple of friends which parking app they use and why that particular one. That’s how it works. Are there brand utilities that have become widely accepted?What about online banking and travel planners? A brand utility has become a commodity, as it is called in marketing terms. That is the ultimate goal of every company that deploys a brand utility. It means that it has struck the right chord and has become indispensable. The danger, of course, is that the chance of imitators increases. So keep on developing your brand utility as I mentioned above.

What is your advice to a company that wants to know more about making use of a brand utility?Above all this: often business people think ‘That isn’t right for my company’, but it is possible to think up a brand utility for virtually every advertising promise. Every brand value can be made tangible.

www.mountview.nl

catalyst, both in technical possibilities and in distribution. That naturally is mainly because digital services are so easily multipliable.

But the opposite naturally also applies to a bad brand utility? Yes, then I would refer you to the answer I gave to the previous question. A bad brand utility will simply not be used very much and therefore will be little known and hardly distributed at all. Incidentally, there are still too many brand utilities that are little more than a neat gadget, so without any real functional relevance or conversion potential.

Can a company with a weak proposition still launch a strong brand utility? It’s not very likely, but it is possible. Imagine that a bank says: ‘We are simply the best bank’. A too generic and thus empty claim. But a smart brand utility can support that or even make part of it come true (for example, the brand utility shows that the bank is faster, more convenient and more transparent). What is much more likely, and that has also been proved, is that a brand utility strategy can make a brand big. Google, Facebook, Marktplaats have all become big without employing expensive advertising campaigns. Their functional added value was simply greater than that of their competitors.

The Floating 44• A living space of more than 44m²• A 15m² roof terrace• The pontoon is made entirely out of

high-grade aluminum• 2 bedrooms• A separate shower and toilet area

N.B. Floating 44: developed by the renowned Baumhauer und Eicher Architekten agency

Floating holiday homes; the latest maritime trend

Maritime Design Agency: Floating Houses

The aforementioned project focused on the domestic market. A similar houseboat based project is taking place in Xanten, Germany (along the Rhine, not far from the Dutch border). Here there will be an ultra modern water recreation park, with all conceivable maritime facilities. Together with the distinguished maritime architect’s firm Floating Houses® in Berlin, Gielissen will each month build at least two Floatings 44 for the Lindskens Shipyard for this park: a highly comfortable houseboat with 44 m² living space and a 25 m² roof terrace. A terrific project resulting from fantastic collaboration.

The perfect moment therefore to become better acquainted with Floating Houses; based on 10 questions posed to Marie Woidig, Marketing & Social Media Manager at Floating Houses.

clients receive a newsletter and we advertise in popular German water recreation magazines. And, of course, we have show boats for interested parties to look around in. We had our first one back in 2001 in Berlin. In Xanten there’s a Floating 44 show model moored up, with others due in Berlin, Leipzig and on the Baltic Sea.

Talking about Xanten, what exactly will come there?A new houseboat park is currently being developed in Xanten on the Northern Lake, Vynen. An ultra modern recreation location, equipped with maritime facilities. The park is located in a magnificent area, ideal for water recreation and with beautiful surrounding countryside. We do everything there, from A to Z. The boats, the 10 Floating 44s,

Can you briefly outline the Floating Houses profile?Floating Houses has been around for 13 years now. Our core business is developing and arranging the build of floating houses; as mentioned, floating and occasionally seafaring, deluxe holiday homes/villas, in addition to sourcing and developing the maritime facilities for these. This can greatly vary from creating a mooring in an existing harbor for a floating house, to planning, developing and building a complete marina, suitable for a large number of floating houses. Xanten is a good example of the latter. In recent years we have completed more than 30 projects, both large and small scale, throughout Germany.

You’re a relatively small company. What sort of companies do you work with? At the end of the day, especially with large-scale projects, input from many different parties is required. The most important being: maritime architects, statisticians, developers and of course various boatyards to build the ships, including of course the Gielissen Lindskens Shipyard. Indeed, Floating 44 was developed by the renowned Baumhauer und Eicher Architekten agency.

There must be other maritime project offices in Germany. What is your particular USP?What I just mentioned actually; that we develop total concepts. We create concepts, plan the development and construction of maritime recreation locations, and make all the necessary arrangements, from requesting mooring permits to supplying total water recreation concepts along with the corresponding marketing, financing and investment advice. Everything in fact; upon request we can deliver such a location on a turnkey basis. This broad scope makes us the market leader in Germany. Of course, there have been maritime companies that have built one or more houseboats, but that’s just a snippet of the whole story. You also need to create the context facilities and accommodation, in order to use the boat. The ‘context package’ as I call it. Is Floating 44 just one of numerous models in your boat portfolio? Indeed, we have around 10 models, but also a Floating Restaurant, Floating Hotel and a Floating Bar Lounge. The Floating 44 is one of the smaller models. The bigger models even have one or two floors on top. For that matter, we differentiate between ‘floating’ boats and houseboats. The latter can sail, so can be equipped with an engine. The Floating 44 is included in this category.

For you it’s primarily a B2B market presumably? We do also work directly with end users, but yes, we mostly try to capture the interest of investors, local authorities and developers for our concepts.What does your marketing and marketing communication entail?As far as the corporate target groups are concerned, our reputation as a qualitative total supplier usually brings these straight to us. They have a general idea for a water recreation project but it requires fleshing out. From time to time private individuals own a great stretch of water and wish to do something on it with houseboats. They too will get what they are looking for from us.

Those are mainly the commercially interested parties but how do you find the end users – the people who ultimately enjoy such a fantastic boat? It’s with good reason that my business card reads Manager Social Media. We use Facebook, Twitter, and LinkedIn etc. a great deal. Then the word spreads quickly that we’re working on a new project, are about to develop new locations, and launch a new boat etc. Furthermore, existing and potential

are currently being built at Gielissen Lindskens Shipyard. The last one is due to be completed in April, so they can be leased in the summer at which time the entire maritime accommodation must of course be finalized too.

That’s a project close to the Dutch border. Has any interest been shown from there?We have indeed received a couple of requests from Holland.

And now you’re having the 10 Floating 44’s built in Holland?Yes, other boatyards were keen, but the knowledge and expertise at Gielissen Lindskens Shipyard, both in terms of ship building and in terms of high-end, high-grade interiors, proved decisive. In addition, they already had experience in building houseboats. To date we’re steering the same course

Since the end of 2010 a boatyard can also be included in the Gielissen portfolio: Gielissen Lindskens Shipyard in Wanssum on the river Meuse. However strange it might at first sound, it was however a logical progression. Lindskens, specialists in the design and build of cabin cruisers, had won the commission to build a number of houseboats: deluxe, floating holiday homes. For this the boatyard required a versatile interior designer. The rest, as they say, is history.

On the one hand France is an important country for us as it is the largest trade show country within Europe, with vast international trade shows in Paris and Lyon. On the other hand, it is rather a difficult country to access in terms of the expo sector. A couple of large organizers of trade shows and exhibitions and suppliers dominate the market there and follow a distinctly hermetic strategy.

For some time now Gielissen has enjoyed very good contact with the Servis Group,

our Spanish counterpart. Like us, they are interested in the French market but, again, like us, they are encountering mostly fabricated barriers and restrictions. The obvious next step was to combine forces and to jointly reconnaissance the French market, which is why Paradigme - a joint venture between the Servis Group and Gielissen was set up just before the summer. We have a lot in common (family concerns, decades-long experience, international branches and being key national players), but do

however complement one another too. For example, the Servis Group now has more materials, and our service spectrum is considerably broader. The intention is to open a Paradigme office in Paris in the not too distant future.

We will keep you posted about our progress regards the French market.

The Netherlands faces a vast international market; our country is far too small for our expansive aspirations. That has been the case for nearly 60 years now, and has resulted in five international branches. However, one European country remains a nigh on unexploited area: France.

Gielissen + Servis Group= paradIGme

Joint venture focusing on the French expo market

because it has discovered its many culinary possibilities. The group in between, those aged between 30 and 50, eat the least amount of fish; for some reason or other, it’s not part of their world. There we mainly focus on claims about health, freshness, easily digestible, and the many types of fish available. And of course we also focus on the youth. Because old habits die hard - we want them to learn to eat fish at a young age, like the people over 50. So we visit primary schools and give courses and tasting and flavor lessons in collaboration with a local fish shop. Of course we adapt the fish snacks to the tastes of children a little, with something sweet or sour, but as a rule they appeal to their taste, both literally and figuratively. With the pleasant ‘by-catch’ that when the parents (often in the 30-50 age group) see their children enjoying the food they often want to try things themselves. In addition, we run a number of general promotional campaigns, such as the poster campaign ‘The men of the sea’. These show all types of ‘fish heroes’, the rugged men who take to (and survive) the sea to bring ashore the tastiest fish. With the ‘Fish of the Month’, in which we spotlight a certain species of fish, we show how it is caught and processed, the various ways it can be prepared, how a top chef serves it (film) etc. For December, the fish of the month will be salmon.

New: Visculinair“All these things and a whole lot more can be found on www.visrecepten.nl (tip for Christmas!) a consumer website run by us. Its name - fish recipes - says it all: it contains tasty and exclusive recipes, complete with instruction films,

preparation times and the number of calories. And not only for familiar fish, but also, for example, for mullet, red gurnard, squid and sardines. And now that we’re talking about recipes, just after summer, so in that hectic start-up stage and with limited financial resources, we published the first issue of our new magazine called Visculinair. Filled with recipes and other culinary tips and facts. It can be found in the fish shops. (With a broad smile: “No? Then ask for it!”)

“We do not only promote fish consumption, we also believe that providing good information is just as important. At the moment, the issue of sustainable fishing is making headlines. People are concerned, justifiably or not, about maintaining stocks of fish species, certain fishing techniques, unwanted by-catch etc. Every fish lover knows the MSC and ASC quality labels for, respectively, sustainable fish caught in the wild and sustainable farmed fish. We try to demonstrate that the Dutch fish sector is constantly searching for the proper balance between environmental issues and the right to earn a respectable living. Incidentally, we would also like to point out that if such a quality label is missing, this does not always mean that the fish company involved operates in an irresponsible way. Obtaining such a certificate is a long and expensive process. It often means that they are fishing or farming in a sustainable way, but do not yet have the certificate.”

Seafood Expo Global“So we give information about all these matters. Via folders, brochures, factsheets, social media (including the app VIS!), our websites etc. we keep the consumer, media and government informed about activities, developments and other relevant issues related to fish. One promotional activity focusing exclusively on our own branch is the participation in exhibitions. By far the most important of these is the Seafood Expo Global, held each year in May in Brussels. The Dutch fish sector is there with a large Holland Pavilion, in which some 15 companies present themselves. Each year we sit down with Gielissen to see how we can handle it this time. They do not only design and build the pavilion but also fit out the stands for the participants. This year, because of the uncertainty about the future of the Fish Agency, it was touch and go as to whether we would actually have a pavilion at all. Missing the exhibition would be a terrible shame, for we have a prominent position in the central hall. Then you notice that companies realize the importance of your activities. Despite the uncertain situation, all those who enrolled were quite prepared to pay ‘up front’. Everyone understood the necessity of participation, facilitated by the Fish Agency. It was our first, tangible success in our new form.”

‘Despite a tight budget, we work with dedication and enthusiasm’

The Dutch Fish Agency stands on its own feet

Fishing is as old as mankind, just like hunting. Fishing equipment and fish refuse dumps dating back 100,000 years have been found beside large lakes and along the coasts. Even back then, people enjoyed a piece of fish. That has never changed, whether it is a salmon steak, a salted herring, a bowl of mussels or any of the other types of delicious sea banquets. Yet here in the Netherlands, fish consumption is low. Annually, around 3.5 kilos of fish and shell fish are consumed per head of the population, which puts us fairly low down on the European fish consumption ladder (in Belgium, for example, they eat 12 kilos!).

The Dutch Fish Agency is trying to do something about this. No easy task, particularly as recently it has been made financially independent. Agnes Leewis, director of the Fish Agency, explains.

From ship to shelf“Yes, since the middle of this year, we are having to stand on our own feet. At the moment, we are like a toddler taking its first baby steps, but we soon hope to be making major strides. Incidentally, we have already taken the first one. “Until July we operated under the auspices of the

Fish Marketing Board, an umbrella organization for all stakeholders in the fishing sector. The Dutch fishing sector is actually very well organized. Fishermen, fish and shell fish breeders, processors, wholesalers and retailers, each link in the chain - right from ship to shelf - has its own branch organization. Their strengths were bundled in the aforementioned Marketing Board, an organization for and of the whole fish sector. Financially, the Fish Marketing Board was funded by compulsory levies from all the affiliated members. And that really was

everybody in the sector, considering the special industrial organization, governed by public law, of the Marketing Board. A crucial aspect of its tasks was creating and maintaining contacts between all the parties involved in the fish sector. So not only between the companies, but also with the government (Department), social groups, nutrition agencies etc.”

Fish Marketing Board disbanded“You will notice,” continues Leewis, “that I speak about the Marketing Board in the past tense, for unfortunately it is in the past. The government has decided, for financial-economic reasons, to disband all Marketing Boards, so also those for dairy, poultry, arable farming etc. “The demise of the Fish Marketing Board also meant the end to the financing for the Fish Agency. Since we were able to convince everybody in the sector that the PR activities had to continue, we have carried on as a private foundation. The disadvantage is that we are now financially dependent on voluntary contributions, but an advantage is that, as we no longer fall under the Marketing Board, we can operate even more independently and objectively. From this basis, we try to generate revenue from new promotional campaigns which we carry for the various sectors and branch organizations. In addition, we hope that the economy will improve again and that fish consumption increases so that we have more to spend. But despite the tight financial resources, we are working with considerable dedication and enthusiasm for an important sector that employs 20,000 people and has an annual turnover of 3.6 billion Euros.”

Various campaigns“The low Dutch fish consumption (see introduction) means that we have a lot to promote,” continues Leewis. “Not so much to people over 50, who have learnt to eat fish from a young age, even if it is only the traditional herring, plaice, fried fish or shrimp cocktail. The under 30 group are also eating fish, mainly

‘No Visculinair in the shop? Ask for it!”

‘In addition to promotional activities, we also provide a lot of information’

‘Fortunately the sector realizes that the Dutch Fish

Agency is essential’

Of course, HCME attended the last Bauma too (in April this year); the three-yearly construction trade show in Munich, and by far and away the most important construction trade show in the world. With its 570,000 m² floor surface area it is most likely the biggest trade show in the world too. (More than half a million corporate visitors!) An equal given was that HCME had an enormous stand, more like a stand complex really. Designed and built by Gielissen, as we have been doing for Hitachi for the last 10 years.

That’s the reason for talking about attending the Bauma but also about Hitachi itself of course, with Marlous Stoer, Coordinator Exhibitions & Events within the Corporate Communication department.

Huge brand recognition “Everyone knows Hitachi; many people have one of our TVs, washing machines, DVD players or even drills at home. As such we boast huge brand recognition. However, we also cover a very broad spectrum with our industrial products

Across the globe a vast amount of earth is shifted. After all, wherever construction takes place and wherever waterways and roads are constructed, excavators, wheel loaders (shovels) and hoisting cranes literally shift mounds of earth. Certainly on a global scale, but in particular in fast-growing economies such as in China, India, Russia and Brazil. Many of the machines bear the Hitachi name. For the European market the majority of these machines are assembled in Amsterdam, where, for that matter, the Hitachi Construction Machinery (Europe) NV (HCME) head office is also based.

(see editorial box). One of the cornerstones under this conglomerate is Hitachi Construction Machinery. With approx. 9% of the entire global net Hitachi turnover it’s an essential division. As already mentioned in the intro, construction, excavation and earth is shifted all over the place. This establishment supplies our machines to 40 countries: in Europe of course, but also in a number of other countries in the Middle East and in North and West Africa. In each of these countries we have a dealer in place who in turn sells our machines on to the end users. These vary greatly from contractors, property companies, state-owned enterprises, local authorities, road builders; you name it.

Here in the Netherlands in Oosterhout we assemble some of our product range, the relatively small excavators - relatively, as, no matter how small, it remains impressive material - and the medium-sized machines in Amsterdam, whilst the giants are produced in Japan. In Amsterdam we boast two vast production quarters as well as extensive grounds in which to park the finished machines and to provide (potential) clients with demonstrations.”

Reliable SolutionsIn answer to the question ‘In which way do your machines stand out, and what are your strongest USPs?’, Marlous Stoer picks up the latest edition of Ground Control from the table - the HCME trade magazine (circulation: 100,000!). She points to the slogan on the front: Reliable Solutions. “That says it all, that’s no mere advertising catchphrase. Our machines are at the vanguard in terms of technical reliability and by that I mean reliability in the broadest sense of the word. So, not just in terms of the work for which they were designed and produced - excavation, hoisting, shifting earth - but also in terms of all the other facets that make a machine a first-rate machine. Safety, ease of use, cabin

comfort (seating comfort, sound insulation etc.), as well as sustainability of course. As far as the latter is concerned, in Europe highly stringent ecological standards and legislation prevails, which is why this is where we first introduce our latest machines. Machines with high engine efficiency are linked to the utmost low emission and sound standards, and as such they are market leaders. For this reason at the last Bauma we primarily exhibited our latest models. That trade show is the ultimate opportunity to demonstrate our latest products to everyone who works, takes decisions in or supplies the sector, from operators, suppliers, and procurement managers to large construction companies etc.”

Stand measuring 5600 m²“The Bauma is a must for us”, she concurs, when we ask about the importance of the Bauma to HCME. “HCME also attends the three-yearly Intermat in Paris, however the Bauma remains indisputably in first place. It attracts more than half a million corporate visitors! This is why we literally and figuratively operate on such a big scale there. After all, don’t forget that this trade show takes place in Munich and that with its robust economy Germany comprises our largest sales area within Europe. That’s why Kiesel, our German dealer and a very important client, had its own stand within our large stand; an acknowledgement of the strong business ties we enjoy with Kiesel. This was easy from a practical viewpoint when you have a stand measuring more than 5600 m² in floor surface area, with an upper level. In actual fact it looked like a medium-sized HCME establishment. With it we were among the largest stands at the Bauma. But our status demanded it too. If we want to guarantee all those visitors (even from Russia, the CIS, Asia and North and South America) an optimally useful and pleasant experience at the stand, then you must have everything to hand: a professional reception area, consultation rooms, information counters, an extensive range of restaurant facilities, lounges, a covered café, etc. etc. And, of course, a surveyable and readily accessible outdoor demonstration area. Everything in fact that corresponds with professional performance and impeccable hospitality.”

An experienced partner in every respect“This stand was designed especially by Gielissen for this Bauma. A stand that, as already mentioned, met all the requisites for a smoothly running trade show. It’s with good reason therefore that we start with all the preparations a good six months in advance. At such an important trade show such as this every last detail must immediately be right; a rough outline simply won’t cut it; which is why it is so delightful to work in conjunction with such a thoroughly experienced partner as Gielissen. Their problem resolution capacity for example is truly phenomenal. However much one prepares in advance, both during the concept stage, and during set-up, snags will always pop up. These are nearly always caused by external factors, so in other words, by matters out of your own hands. Time and again they resolve the issue quickly and satisfactorily.”

www.hcme.com

Hitachi Construction Machinery (Europe) NV at the Bauma

‘This trade show is an absolute must for us’

Hitachi in a nutshellHitachi was founded in 1910 in the Japanese village of Hitachi, which means sunrise. The company started out as a shop selling electrical components for the copper mine industry. Nowadays it is active in a range of sectors, from digital media & consumer products to automotive material, IT systems, power stations, train and track material, high-grade material and components, medical equipment, water treatment and water recycling systems; it is difficult to conceive of a sector within the state of the art technology that it does not operate in. The Hitachi name can be found on more than 20,000 different product types and more than 300,000 employees earn their living working for this global giant.

‘Our machines are at the vanguard in terms of

technical reliability and by that I mean reliability in the broadest sense of the word’

‘In Amsterdam we boast two vast production quarters as well

as extensive grounds’

‘With 5600 m² we were among the largest stands at the Bauma’

The approach to the complex is still under construction, the parking lot is patently makeshift, however, that’s far from the case with the M building of the former Saksen-Weimar Barracks (see editorial box). It radiates renovated splendor. At one time it housed military vehicles and a warehouse; nowadays it houses four creative companies, one of which is Buro Bogaarts Interior Design.

Contact with clientsJos Bogaarts, director-owner and name giver of the agency is clearly delighted with his new abode. “I started out on my own 10 years ago. At the time I worked as an interior designer with a medium-sized agency, but I wanted more independence; to determine myself how to tackle assignments and how to work together with clients. I started out working from home and things picked up quickly. Seven years later I had my own agency in the city centre and in June this year moved here, not far from the A12 and with ample parking space.” In answer to the question

what he means by independence, Jos Bogaarts responds that it primarily concerns the contact with clients as well as his individual philosophy and way of working. “The two directly correlate, but looking at that contact to start with, I’m not that keen on strict, very formal client-supplier relationships. The assignment brief is key of course, but for me it’s also about the feeling, and daring to be open and honest with one another. If the mutual respect is there and an appreciation of each other’s knowledge and skills, then together you’ll attain optimum results.”

Putting people first“A great example of this is the new boardroom at the Shell Technology Centre along the Amsterdam IJ, which we are currently working on the interior design for. On the original plans this boardroom was within the office complex. However, I believed such an important staff location such as this should be close to the people: where the direct and indirect contact is enjoyed with the staff and where the hustle and bustle is. This is why I suggested situating the boardroom above the company restaurant. In doing so we were really putting our necks on the line, as this suggestion

‘With all our designs people come first’

Buro Bogaarts Interior Design

certainly didn’t form part of our brief. The client could very well have responded negatively (‘Why are you meddling?’). But that didn’t happen! The boardroom did indeed end up above the company restaurant, something which could never have come about without an open and honest relationship. Which leads me nicely onto our philosophy, vision or whatever you choose to call it; which puts people first. The interiors we design are used by people - people who, as a rule, spend a lot of time working or living there. This is why it’s vital they feel at home there. It has to truly be their space. In other words: the interior must be 100% user-friendly. Optimally attuned to the accommodation and utilization purposes therefore.”

Building and interior in balance“When designing a large interior,” continues Jos Bogaarts, “so, where different people work, I prefer to consult with the representatives of all departments. So, not just the management. Moreover, everyone can devise a limitless wish list, including points about which some may think ‘’Surely that’s impossible, that’s too extreme, impractical, costly etc.’ No, we reply; you name it, as that’s how the best ideas come to light. Time and again it brings us to the most fun, wacky and original ideas that often transpire to be the most achievable. For that matter, with a completely new build we prefer to sit round a table with the architect as early on as possible. That’s what we strive for in any case, as unfortunately, it’s far from always possible. Yet, the building and the interior must be in complete harmony, must be integrated - nigh on form an organic entity. You only attain this if everyone is up to speed with each other’s ideas and plans from the early stages and these are attuned to one another. That happened with the Fox Vakanties (subsidiary of the ANWB) head office in Hoofddorp for example, where, even if I say so myself, an equally striking and intriguing as well as sustainable result was achieved.”

Sustainability three times over The word ‘sustainable’ is topical and a key concept within the Buro Bogaarts vision. Jos Bogaarts: “For me ‘sustainability’ has three clear aspects, so not just material sustainability; but also efforts made concerning environmentally-friendly and recyclable materials, combinations and installations. These are, of course, of vital importance. However, sustainability within the context of creating

a user-friendly environment, like we talked about just now, I find just as important. A sophisticated space-light segregation, efficient walkways, comfortable work and consultation units, etc, etc. Furthermore, sustainability must also cover a long lifespan of an interior. Durable materials, easy to replace components, deploying previously used materials (cradle-to-cradle); these are all aspects that are becoming increasingly important. A company or organization that appreciates that will as such also seek the right balance between economical and ecological operations. Optimum integration of these three facets can, for example, be found back in the previously mentioned Fox Vakanties head office, which is even Excellent BREEAM rated (the highest score); a popular ‘green’ building rating system.”

Buro Bogaarts and GielissenTalking about the head office, adds Jos Bogaarts, Gielissen handled the entire fixed interior there too; the numerous round, oval and asymmetric forms, exclusive materials and complex color compositions in our design; certainly no mean feat. I can only say, it was perfectly executed. I say ‘also’ because we first encountered Gielissen in relation to the LG Benelux head office in Amstelveen. Since then we have undertaken a handful of fantastic, large-scale projects, such as a highly luxurious private canal-fronted building in

Amsterdam, and last year the new KNSB center in Utrecht, where together we created a truly magnificent interior, even if I say so myself. Ultra modern yet with a very traditional Dutch skating image. In such an instance it’s marvelous that you can explicitly trust an interior designer such as Gielissen. For an architect it’s disastrous when a terrific design is executed sloppily or below expectation. It really must match the brief 100%. Gielissen lives up to our designs, that’s all there is to it.”

Buro Bogaarts operates within five sectors: corporate, private, healthcare, hospitality and government. Please visit www.burobogaarts.nl for further information.

The location’s background The Saksen-Weimar Barracks boasts a colorful history. Construction was only completed after the German invasion in May 1940. The Germans moved in straightaway. In the years following the war a number of infantry battalions were accommodated here. In 1999 the Defense Department opted to cease the barrack’s military function and it became an asylum seekers centre. It subsequently served as a studio space for around 300 artists. In 2007 Arnhem local authority bought the complex with the idea of turning it into houses, cultural spots and innovative companies. In 2009 it was officially named Saksen Weimar. Karel Bernard van Saksen-Weimar-Eisenach (1792-1862) was a General in German and Dutch military service. Among others, he fought on the Dutch side in the Battle of Waterloo (1815) and in 1830 advanced on the Belgian insurgents. Between 1849 and 1853 he commanded the Dutch army in Dutch East Indies.

‘ I’m not that keen on strict, very formal client-supplier relationships.’

‘ For an architect it’s disastrous when a terrific design is executed

sloppily or below expectation’.

Photos: Rob Kater Photography

Continental – Main Football WC 2014 Sponsor We have made various displays and furniture components for car tire manufacturer Continental for various operational centers across Germany. We will make the same range again for placement at the football WC next year in Brazil.

Continental is one of the WC sponsors and as such will be in prominent focus.

Nike in Chicago and beyondWe recently undertook our first assignment for Nike, the renowned sports brand: a new interior for the flagship store in Chicago. This to immense satisfaction on both sides. To this end we are now looking into the building of, and interior placement for, other Nike shops in the US and Europe.

New St Jude Medical contractFollowing a tender process involving three international competitors, St Jude Medical, developer and producer of state-of-the-art heart and neuromedical products, has again opted to execute congress and trade show participation for

the next three years in Europe with Gielissen. In doing so we will modify the existing stand concept so as to attain a more up-to-date image. We will also support the St. Jude Medical team in congress and trade show participation in Asia.

Gielissen’s activities far exceed our national borders

Cordis at TCT in San FranciscoCordis is a division of the Johnson & Johnson Group, the global player in pharmaceutical, medical and consumer products. Cordis develops and manufactures cardiovascular and endovascular products and services (vascular refers to blood vessels). Gielissen has worked for Cordis for several years now and in recent years has also designed and built stands for the company to be used at American medical congresses. That happened this year for the first time for the Cordis stand at the TCT Transcatheter Cardiovascular Therapeutics - the biggest congress in America in this field (end October).

Correction There is an erroneous statement in the Gielissen photo book. The Hunter Douglas stand at the R+T trade show in Stuttgart was designed by Sine Concept Design Studio based in Antwerp. Gielissen was only responsible for realizing the stand.

Sine Concept Design Studio is a creative design agency with whom Gielissen has enjoyed a pleasant working relationship for many years. The next edition of Global will include an extensive interview with Odette Groeneveld from Sine Concept.

Amazing stopping powerListerine is part of the Johnson & Johnson Group, the biggest global player in pharmaceutical, medical and consumer products. The mouthwash brand falls within the latter segment. As already mentioned, Listerine recognizes opportunities to increase its market share. This is why Johnson & Johnson commissioned its European advertising agency, Kontrast in Düsseldorf, to devise an all-round campaign for Listerine, including promoting the brand at trade shows. For this last initiative Kontrast resumed contact with Gielissen. For marketing-strategic reasons Johnson & Johnson decided to have the mouthwash brand run entirely independently in terms of promotion; separate from the Johnson & Johnson brand therefore. The eye catcher we designed for the stand is a Listerine bottle measuring several meters high. Nowadays Listerine offers a range of mouthwashes, all varying in taste and composition. Each mouthwash is recognizable by its individually colored bottle. To emphasize this extensive product range (and broad choice) on the stand, the gigantic demo bottle changes color simultaneous to the product info being displayed on the monitor (located where the label is usually to be found). So, the bottle can change from purple to green and orange, or any one of the other four product colors. But it isn’t just the bottle that continuously changes in color; by means of LED lighting the entire stand matches the bottle color too. This creates an amazing, multicolored spectacle: stopping power in glorious Technicolor. The stand was naturally also equipped with a number of sinks, to allow for actual testing. Mass mouth washing ensued.

The technique behind continual color changes of a demo bottle and stand such as this is extremely complex and, of course, costly. Good reason therefore for Listerine to only deploy this stand at large trade shows in Germany, Austria and Switzerland (German speaking areas therefore). For Listerine The Netherlands - that primarily does small trade shows - a simpler concept was devised, in which the ‘giant bottle’ remains the central eye catcher, however the interchangeable color palette is toned down somewhat.

The ‘German’ stand has already stood at trade shows in Vienna, Frankfurt and Cologne, and will return to Frankfurt in November.

* Did you know that the Listerine name derives from Sir Joseph Lister? This English doctor was the first surgeon in 1865 to carry out an operation in a fully sterilized space. This was noticed by a certain Dr. Joseph Lawrence who, based on research undertaken by Joseph Lister, developed the first mouthwash in 1879. He named it after his famous predecessor. Hij gaf het de naam van z’n beroemde voorloper.

Listerine’s multicolored stand concept

A stand to make your mouth water No doubt you have heard of the brand Listerine: dental hygiene products. You see, for 1 billion people rinsing with one of this brand’s products forms part of their daily dental hygiene. According to Listerine this number could rise. But in this instance it has to be said that you only notice the difference once you’ve tried it. That’s why Listerine opted to participate in a number of trade shows. Gielissen designed and built the requisite stand.

Every week over the last year during the program 5 companies are given a chance: their core business but also their commercial ambitions and strategies, and exciting projects etc. are looked at. These companies are selected in accordance with stringent, objective criteria. Gielissen – nominated for the interior sector – took to the TV stage last June. The winner of the award will be announced on Saturday 25 January 2014. The selection will be made by an expert jury as well as the viewers.

We are keeping our fingers crossed!

Heard of ‘De Succesfactor’? It’s the very popular TV business program on RTL that brings successful companies into the limelight. Not only to show what Dutch businesses still have to offer in these hard economic times, but in doing so to also inspire other entrepreneurs. The company that succeeds in this the best, and in the most striking way, is eventually crowned with the TV Success Award - the most notorious Dutch business prize. And that crowning is around the corner!

Will you help us win the TV Success Award? Gielissen Interiors & Exhibitions is market

leader in the Netherlands and a top five player on the European market. We develop effective solutions for national and international clients. Full service and worldwide.

Our 310 professionals design and realize three-dimensional projects in any form and size in the field of interior projects, retail, trade show exhibits, events, congresses and brand activation. Operations in Amsterdam, Eindhoven, Helmond, Wanssum, Hannover, Stuttgart, Antwerpen (Lier), Atlanta, Scottsdale, Abu Dhabi.

Editorial team:Saskia van Kasteren, Edo Veenstra,

Layout: D&B Communicatie BV

Printing: Drukkerij Snep BV

Global is a promotional magazine representing all Gielissen companiesPlease send comments and suggestions to:Gielissen Interiors & ExhibitionsPostbus 7069, 5605 JB EindhovenTelephone: +31 (0)40 235 36 37info@gielissen.nlwww.gielissen.com

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whatsoever arising from actions or decisions

based on the information offered in this

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