Ad!dict #31 : ideas on travel & tourism by ADDICTLAB

CREATIVELAB™ SINCE 1997

AD!DICT

INSPIRATION BOOK SUMMER 2012 #31 CONTENT ADAPTED REGULARLY THIS VERSION: #31.2 // AUGUST 2012

ideas on

travel & tourism

ADDICTLAB.COM • LABRESEARCH PROJECT #167

touristlab.org #167 Addictlab research on Travel & Tourism

1 CONTENT ADDICTLAB METHODOLOGY

2-3 6-9

1. TOURISM, INSPIRATION & EMOTION 1 #1/1 MIND TRAVELS / Nathalie Hunter 1 #1/2 LONG DISTANCE LOVE / Tempest Van Schaik 1 #1/3 BOOK SCULPTURES / Guy Laramée 1 #1/4 PANTONIZE YOUR CITY / Jan Van Mol 1 #1/5 CONTRAIL / Studio Gelardi 1 #1/6 PAST & PRESENT / Sergey Larenkov 1 #1/7 TRAVEL IN STYLE / Oliver Ruuger 1 #1/9 ANOTHER TERRA /Barbara Brondi & Marco Rainò 1 #1/10 MIRROR CUBE / Bolle Tham & Martin Videgård

12-15 16-17 18-21 22-25 26-27 28-35 36-37 38-47 48-49

2. IDEAS ON SERVICES 1 #2/1 FREE WIFI 1 #2/2 THINK OUT OF THE BOX / Tazu Rous 1 #2/3 ACT LIKE A LOCAL / Nicholas Marechal 1 #2/4 BATH BOAT / via King George 1 #2/5 more

52-53 54-57 58-61 62-63 64-65

3. IDEAS ON CITY BRANDING 1 #3/1 CITY WEAR 1 #3/2 URBAN TALES 1 #3/3 GEOTAGGING 1 #3/4 POSTCARDS2.0

68-71 72-73 74-83 84-85

SECTION FLANDERS

first batch of ideas and thoughts to innovate and inspire the Flemish tourist market.

1. THOUGHTS & REFLECTIONS 1 MOODBOARDS ON FLANDERS

86-93

2. IDEAS 1 #2/1 FLANDERS IS A CITY 1 #2/2 BIKE (F) LAND (ERS) 1 #2/3 LIKE LAND 1 #2/4 FLANDERS MEDIA 1 #2/5 LEAVING FOR A LIVING 1 #2/6 TWEETASKER 1 #2/7 BEER LAB 1 #2/8 CHOCOLATE LAB 1 #2/9 INFOPOINTS

96 -103 104-105 106-107 108-109 110-111 112-113 114 115-117 118-123

3. IDEA WALL 1 #3/1 MORE IDEAS 1 #3/1 YOUR IDEAS WELCOME

124-127 130-131

THIS BOOK IS WORK IN PROCESS This book is published online and can also be printed with a soft- or hardcover via print-ondemand. Due to the nature of Addictlab and our continuously growing database of ideas, we are regularly changing and/or adding to the content, and adapting the PDF of this book accordingly. The issue’s version can be found on the Ad!dict book cover. © Addictlab 2012 - No part of this publication may be reproduced, copied or transmitted, either by conventional means or electronically, without permission of the publisher. Everyone is free to register, send in or upload ideas. On your request, your concept remains confidential. We value the origine of a creative idea, and whenever possible we will always add credits of the idea owners. If any discussion or error, please get in contact with info@addictlab.com

When uploading ideas, you take on responsability of your contribution. Addictlab and its publisher cannot be held responsable for publishing ideas, pics, texts, or other content that was not copyright cleared by the contributing labmember. In such case, the content will be deleted on the website and in the next version of the publications. Addictlab started in 1997 and is a registered trademark of Jan Van Mol

Added value In a hypercompetitive and rapidly changing industry such as tourism, creating added value for every visitor is a permanent challenge. For Tourism Flanders it is therefore essential to increase the innovation capacity of our industry, to strengthen the creative skills of tourist entrepreneurs and to enhance collaboration between all stakeholders involved in the meaning economy. We believe in the power of creativity and collaboration. Tourism Flanders has set up several projects in which the tourism industry collaborates with the creative industry. This book is the result of such a – successful – collaboration. We named the project “Touristlab”. In this lab innovative ideas and concepts for tourism products and services are collected and ‘worked upon’. See it as an incubation platform, where ideas are not only launched but also designed, prototyped and sometimes even commercialized. This book therefore shows the whole range of subjects in the test tubes of Touristlab, from wild dreams of global visionaries over prototypes to existing products that can inspire everyone in our tourism industry.

On December 12th 2011, we organized a conference on innovative entrepreneurship in tourism. As a conclusion, I promised the development of new, creative tourist concepts. Some of the concepts in this book are being executed or will be in the near future. By doing so, we aspire an inspirational impulse to our stakeholders. Our Touristlab has no clearly defined finish and output. It is an ongoing process of incubating new, promising and sometimes crazy ideas in tourism, that can put Flanders on the map. What do you think for instance of … or … Everyone is a potential ambassador of our Flemish hospitality. That is why we at Tourism Flanders aim to inspire everyone who wants to surprise visitors in Flanders. We strongly believe that the results of this project are able to create unique added value for tourism in Flanders. I hope that this broad spectrum of ideas will stimulate you all to come up with new concepts about travel and tourism. Tourism Flanders already started with the implementation of the thematic metromap idea in page ….

For me, this publication is not the finish, but the starting point of an exciting trip along tourism creativity. I invite you to cooperate with us in this project, virtually, or, even better, in real life. Have a look at www. touristlab.org for more details. And I hope to see you in one of our lab sessions in the near future! Peter De Wilde CEO Tourism Flanders

About touristlab.org #167 Addictlab research on Travel & Tourism It really is a positive and hopeful sign that a governmental organisation such as Tourism Flanders has found its way to Addictlab. It proves that there is a will to innovate, to think out of the box, to open up their mind. All characteristics that are not always linked to governmental bodies, to say the least. It seems ages, when we took up the ‘Research on Voyage’. This research on travel and tourism is a logic next step. ‘Tourism’ is such an accessible issue: almost everyone has good & bad experiences, and when triggered enough, can come up with ideas to make things better. We have quite a holistic approach on a research matter, so by reading this book, expect ideas that seem too artistic, far fetched or impossible to realise, over thoughts that are considered valuable for the tourism industry to concrete ideas that can be implemented. In lectures on innovation, ideation and brainstorming, I have a slide entitled : ‘But what about idea 25?’ It’s a call out, to make sure our group brainstorming sessions, curation and other ideation methodologies do not just make

us artists on a cloud coming up with crazy ideas. That ideas delivered to our clients do not remain an ephemeral inspirational one shot.

I need to thank all of the following people for their amazing braincells in the different ideation sessions we have set up for this project.

It’s a plea for idea execution. Because of the fact that ideas are generated via out of the box thinking, it might be a burden to find fertile grounds in the existing organisation for the execution of the appropriate concepts.

Anne Smits - Jeroen Bryon - Nathalie Hunter - Stephanie Duval - Debbie Pappyn Johnnie De Jaegher - Bart De Wandel Mathias De Winter - Kim Daenen - Els Ameloot - Steve Reynders - Niki Vranken - Jeroen Berx - Emiel van den Boomen Catherine Van Holder - Irene Koren - Ine Dehandschutter - Liesbet De Keersmaecker - Frederic Boonen - Stefan Kolle - Cato Léonard - Isabelle Verstraete - Kristof Van Brussel - Kristof Van Landschoot - Katia Godts and so many more.

The problem then is: who is going to take idea #25 (or any other number, for that matter) and make it happen. Is it the client? If so what department? Is it the industry? Or should we at Addictlab do it? I’m pleased to see that there are a number of idea 25s in this issue. Concepts that will actually make it to the market. It’s a proof that the system works. Now it’s up to you to join. With new ideas and thoughts, if you have them. Or by getting in contact to find a solution for what you might need in the tourist market. The touristlab is open for business.

Jan Van Mol founder Addictlab.com

AD!DICT #31

THE METHO

BY KRI KRISTO

A brief impression of Addictlab’s brainstorm sessions. Photography by Johnny De Jaegher.

ODOLOGY

ISTOF VAN LANDSCHOOT OF VAN BRUSSEL

, HOW Creative talent from the Addictlab database was invited for brainstorm sessions, in Brussels, Geneva and Milan. Their talent to think out of the box is matched with and broadend by people from the industry (Brussels sessions) or visitors passing by (Geneva LIFT conference, Milan Design Week). This way of working guarantees true out of the box thinking.

Amongst the tools used by Jan Van Mol and his Lab Researchers : ‘IDEA BOARDING PASSES’ to sketch your idea and come stick it to an ‘IDEA WALL’. ‘LARGE PREPRINTED POSTERS’, for groups up to 6 people brainstorming and sketching out ideas on a certain topic & research theme.

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AD!DICT #31

. 1

TOURIS INSPIR

BY KRI KRISTO

SM, RATION & EMOTION Concepts on emotional involvedness, increased destination awareness and extended visitor experiences.

ISTOF VAN LANDSCHOOT OF VAN BRUSSEL

INSPIRATION

COMMUNICATION

IDEA #1.1 MIND TRAVELS

BY NATHALIE HUNTER

, WHAT

n INSIGHTS

In her work ‘Microcosmos’, Nathalie Hunter is imagining traveling through places and cities that were important in Béla Bartók’s life and research. She only knows these places through literature, music and information she found on the net.

Travel and tourism will have you learn, experience. But let’s not underestimate the power of creating the experience, way before the actual visit. We should use different channels to create this emotional bond with visitors, beyond the actual physical presence of the visitor at our destination. He’ll come well prepared. Make your visitor an ambassador, not a coincidental tourist.

NATHALIE HUNTER

EMOTION

IDEA #1.2

BY: TEMPEST VAN SCHAIK

“The Long-Distance Love watch allows you to see the time in both your city and your loved one’s. When you travel you set the red dot relative to your hour hand according to the time distance between you. When you are reunited, you can re-align the red dot

which completes the circle in the hour hand. The red dot is painted on a revolving glass disc, underneath the hands.

The watch was inspired by long-distance relationships and people who travel and miss their loved ones at home. Knowing the time where your loved one is, is

more than just finding a convenient time to call. Itâ&#x20AC;&#x2122;s about feeling connected with them as we think about what they might be doing at that time of day.â&#x20AC;?

INSPIRATION

COMMUNICATION

IDEA #1.3 BOOK SCULPTURES BY GUY LARAMEE

THOUGHTS

How do you communicate about a certain place? How can you translate a

3D spot into a 2D environment? In Guy Laramee’s case, you don’t have to make that decision. You just need a lot of skill.

g Combining heritage & destination? Why not use old books and create a dedicated Flandersâ&#x20AC;&#x2122; exhibition in collaboration with Guy Laramee?

INSPIRATION

COMMUNICATION

IDEA #1.4 PANTONIZE YOUR CITY. BY JAN VAN MOL

, WHAT

, INSIGHTS

‘To pantonize’ is a concept that pushes people to look closer at an environment at hand. The aim is to match the colours of the targetted location or subject with that of the well known Pantone colour code.

The result of this intervention can be a small detail, or a colour research of the bigger picture. In any case, we see lots of possible applications and projects related to tourism and travel.

Participants to Pantonize projects will cut out the right colours from the colour matching catalogue, stick it on the subject and photograph the result.

A city’s colours, for instance, play an important role on the branding needs and projects of the tourist and destination marketing industry, let alone influence the visitor’s mood & destination experience. (pictures taken during a Pantonize workshop by students of the CREA Geneva school , école de création en communcation)

INSPIRATION

BIKING

IDEA #1.5 CONTRAIL , WHAT “We wanted to encourage people to ride bicycles in their everyday lives, so we invented Contrail. Contrail turns your bicycle into a paintbrush leaving a temporary mark of your bicycle’s path. You attach it to your bike and as you ride, it leaves a colorful line behind you. When many people ride with Contrail, the result is a colorful path which illustrates where bicycles are riding. We envision artists, nonprofits and community organizations using our product to create art, promote their events and celebrate shared spaces.

BY STUDIO GELARDI

Contrail uses washable, nontoxic chalking fluid made from eco-friendly pigments. Like a jet’s contrail, the lines on the road will fade with time and rain.”

, INSIGHTS Now here is a way to bring colour in a grey city or to a destination. To add fun and allow visitors to leave their temporary - trace. Also, imagine a lot of bikers taking the same path: it’s even a concept that allows for crowdsourcing road safety.

INSPIRATION

HERITAGE

IDEA #1.6 PAST & PRESENT

BY SERGEY LARENKOV

, WHAT

, INSIGHTS

Tourism has the ability to attract our attention to a location for its present values, it’s future characteristics, and/or its passed role in history. This art project combines today’s photographic images, combined with - or taken exactly in the same angle as a document of the past.

This project has so many interesting layers and a number of possible next steps for the tourist industry. Sharing the location’s history with a visitor, this way, is a very strong - almost physical - bond with the past.

INSPIRATION

IDEA #1.7 TRAVEL IN STYLE BY OLIVER RUUGER

, INSIGHTS Travel in style gets a completely other meaning when using Oliver Ruugerâ&#x20AC;&#x2122;s extraordinary fashion accessories.

INSPIRATION

BY BARBARA BRONDI AND MARCO RAINÒ / IDEA #1.8 CURATED PHOTOGRAPHY BY TULLIO DEORSOLA ANOTHER TERRA / HOME AWAY

Tomás Alonso BCXSY Pieke Bergmans Julien Carretero Maarten De Ceulaer FormaFantasma Pepe Heykoop Lanzavecchia+Wai Tomáš Gabzdil Libertiny Philippe Malouin Jo Meesters Minale-Maeda Mischer’Traxler Liliana Ovalle Studio Besau-Marguerre Anke Weiss

WHAT ANOTHER TERRA / Home Away from Home is a collective exhibition presenting a series of original works by the designers invited to the annual workshop, part of the IN Residence project, that since 2008 has been held in the unique location of the Du Parc Residence in Torino. The theme from which the exhibition concept has been inspired provides the chance to think specifically about the way in which human beings are related to the objects around them, which they use on an everyday basis, probing into a radically different environmental context from that of our own everyday experience. The quest for and eventual discovery of a “Super Earth” - as astronomers call it - may be considered an époque-making event, as well as an extraordinary

goal for space research in the world scientific community. Inspired by this research activity - that has led to the recent discovery during the NASA Kepler mission of the existence of a planet that orbits around the “inhabitable zone” of a star similar to the Sun - the exhibition centers its attention on the relationship between a human being and the objects that would make up part of daily life, in another context different to that on Earth. If, by choice or by necessity, we had to envisage life on some other planet other than Earth, what kind of “minimal hand luggage” would we take with us on our journey to other galaxies or a different celestial body with acceptable living conditions for mankind? What kind of traits and properties would we expect of the only “accessory” we are

allowed to have with us when landing on some New World for the first time? Would we prefer to have what we consider to be a useful “device” or, in other words, serving some specific function considered to be a priority or would we rather have something of great symbolic value, perhaps also with sentimental connotations? And, what’s more, what kind of value or ideal should this constructed object actually embody? What kind of message should it convey? What kind of story might it tell? The installation project for the exhibition will involve displaying the individual works through a sequence of “capsules”, which, in accordance with what the basic concept evokes, ought to represent the vectors by means of which the objects are packed and sent off to the new planet.

TOMÁŠ GABZDIL LIBERTINY – ISLAND OF STRESS A burl results from a tree undergoing some form of stress. It may be caused by an injury, virus or fungus. Most burls grow beneath the ground, attached to the roots as a type of malignancy that is generally not discovered until the tree dies or falls over. Such burls sometimes appear as groups of bulbous protrusions connected by a system of rope-like roots, and almost all burl wood is are covered by bark, even if it’s underground. Insects infestation and certain types of mold infestation are the most common causes of this condition. The suspended vortex object is a negative. It renders the environment healthy, infinite and full of potential. –

ANKE WEISS â&#x20AC;&#x201C; COMMON ORIGIN / COMMON FUTURE I choose for an idea that must serve as a memento of my origin, my point of departure, and a guideline to my destination in time and space. In my view the knowledge of common heritage and common origin is a binding factor in unknown territory. It serves as comfort and trust and therefore optimism towards a common future. I designed an abstract representation of the position of Earth and the origin of species as a central point of origin. Form and content of the work will closely relate to the properties of a memento as well as to traditional storytelling of common heritage.

FORMAFANTASMA – INUDOX If the theme of the exhibition ANOTHER TERRA suggests an hypothetical “exodus” of mankind towards another planet, with Inodux we want to propose a different journey that is transformation of the existing more than research of the new. The vase is designed as if the oil-based area in which we are living, never took place. The excrements of insects that colonize trees (Shellac) are mixed and melted together with Sycamore wood dust: this natural polymer used during the mid of the 19th century to produce small moulded objects and become outdated with the introduction of oil consumption, has been re-evaluated with this project.

TOMĂ S ALONSO â&#x20AC;&#x201C; TOOLS Leaving Earth behind for a new planet will be a milestone for the human race; to develop as a species we must take with us our collective memory and knowledge, leaving behind our past mistakes and corruptions. The wealth of tools and understanding we have accrued over thousands of years will help us create a new world, where society appreciates and maintains the material world that surrounds them. The box contains a selection of hand tools that will allow humans to erect a world of value, creating useful and necessary artifacts that will benefit human kind. Learning the skills necessary to use and care for each tool will restore the connection between making and using; an appreciation of the material world will lead to less ephemera and more value within the new society.

INSPIRATION

IDEA #1.9 MIRROR CUBE / TREEHOUSE BY BOLLE THAM & MARTIN VIDEGÅRD

, WHAT

the tree-tops, while also providing a uniquely designed housing experience?

It all began with a film. Treehotel’s founders were inspired by ”The Tree Lover” by Jonas Selberg Augustsen. The unyielding question formed was:

That led to the creation of Treehotel, Harads. The Mirrorcube is the flagship creation of Treehotel. A perfect match of design, sustainability, art and efficiency. Delivered by distinguished Scandinavian architects Bolle Tham & Martin Videgård.

Why not create a hotel that gives people a chance to experience nature amongst

Mirrorcube offers an extraordinary opportunity to experience nature on nature’s terms, without compromising on design or comfort. Photo: Peter Lundstrom, WDO www.treehotel.se”

AD!DICT #31

. 2

IDEAS ON SER

BY KRI KRISTO

S RVICES

Concepts and ideas on services, offered by the destination

ISTOF VAN LANDSCHOOT OF VAN BRUSSEL

SERVICES

IDEA #2.1 FREE WIFI

We can’t emphasize this enough. Free wifi needs to be seen as a gift to all visitors. It’s low cost, yet increases the visitor’s experience tremendously. Internet is a commodity. 3Offering online access is a sign we as a des-

tination understand the needs of our web2.0 clients. They want to search, share and learn being online. This is a no-discussion topic. Whether you’re a hotel , a city, a region: offer it.

@classetouriste: A s @Hotels.com indicat travelers base their b Wi-Fi, beating all oth #travel #hotels

AD!DICT #31 : THE TRAVEL & TOURIST RESEARCH// SERVICES

survey by tes that 38% of bookings on free her amenities.

THOUGHTS

IDEA #2.2 THINK OUT OF THE BOX VIA TAZU ROUS

, WHAT

The Japanese artist Tazu Rous* (aka Tatzu Nishi, Tazro Niscino, Tatzu Oozu and Tatsurou Bashi) creates spatial ‘encounters’ with unusual proportions using iconic objects taken from public space. He transforms lamp-posts, parked cars and monuments into oversized objects in domestic settings. When he arrived in Europe in 1987 he was struck by the excessive - but also familiar and thus almost unnoticed - presence of public monuments and statues in the streets. By enclosing them in unexpected private settings they can be experienced anew, or ‘differently’. Rous was also invited to Ghent by the S.M.A.K. in 2005, when, under the name Tazro Niscino, he created an artistic intervention on Sint-Annaplein. He enveloped the bronze statue of Christ high on his pedestal, surrounded by the roar of heavy traffic, in an atmospheric bedroom. For TRACK he is constructing a hotel room setting around the tower of Sint-Pieters Station. The division between public and private space is eliminated, because the huge clock that normally towers high above the people will now come palpably closer. In the intimacy of Rous’ room, the visitor comes face to face with a public monument which, in the course of his daily routine, he always observes at a distance, only half consciously and in a fraction of a second. Station Gent Sint-Pieters, Koningin Maria Hendrikaplein 1 www.hotel-gent.net * °Nagoya (JP), 1960 | lives in Berlin (DE) and Tokyo (JP)

n INSIGHTS It’s an art piece. Or a design statement. Of course. But it’s more then that. The concept is proof of out of the box thinking, even when it’s just a box. It creates a new experience. We should learn from that.

INSPIRATION

IDEA #2.3 ACT LIKE A LOCAL

BY NICHOLAS MARICHAL

WHAT USE-IT is tourist info for young people. Young travellers have different needs, so they need different tourist info. “Where are the free concerts? I only have time for one museum, so: which one? Do girls also pay drinks around here? I want a club without dubstep for once - where do you guys go?” USE-IT started in the 1970s in Copenhagen, but has started to grow fast internationally in the past three years. By now, there are USE-IT maps and/or tourist offices in more than 20 cities, with new prospects asking to join on a weekly basis. USE-IT specializes in city maps for young travellers, with a selection of cheap places to eat, go out, sightsee and shop. Nothing special there, but still it’s different than most travel guides or websites. Why? 1. FOR YOUNG PEOPLE Something for everybody is something for nobody. ‘For young people’ really means just that. So instead of a restaurant with fake ‘local specialties’ that nobody actually eats at home, you get the places where we actually go. Same goes for clubs and bars. The difference with a traditional travel guide is very easy to see: just check a travel guide about your own home city and start counting the weird entries and mistakes.

2. MADE BY LOCALS USE-IT does not work with travel journalists that go into new cities like missionaries. Only locals really know the stories behind the buildings, the authentic markets, this year’s jokes of the town. That’s why every USE-IT map has a section called “ACT LIKE A LOCAL”. 3. NOT COMMERCIAL Bars or restaurants or museums don’t pay to be on a USE-IT map. Hostels don’t pay to distribute it. Travellers don’t pay to get it. USE-IT is totally and radically free of commercial influence. The money comes from local subsidies. 4. OUTSIDE OF THE TOURIST BUBBLE USE-IT is about the real city, not just about trendy bars or clubs or shopping. It’s about what is actually happening, not about ‘touristic relevance’. You should compare it to when you have a friend visiting from another country and you go on a walk. You would also talk about the roadworks, the new city projects, neighbourhouds that are changing from sleezy to trendy, and so on. That’s exactly the kind of info you will also find on a USE-IT map. More on: WWW.USE-IT.TRAVEL

CITYBRANDING

KING GEORGE IDEA #2.4 VIA BATHBOAT

WHAT

This August a new, exciting and revolutionary floating eventsâ&#x20AC;&#x2122; platform is launched in Antwerp. Unseen in Europe, BadBoot brings you the opportunity to swim in summer and ice skate in winter, and provides for a location for various events all year round. King George handles the complete communication - from press releases and artwork to social media and website - and national and international press relations for the launch of this enormously prestigious project.

SUPPORT

What is so special about this all, is the fact that the exclusive indoor/outdoor venue is located on the waters of Het Eilandje in the port of Antwerp and is meant to contribute to the expansion of the area. BadBoot has a total length of 120 m, a 750mÂ˛ lounge terrace, multiple floors, 2 large reception rooms, a bar, a 40m long swimming pool and the capacity to carry around 600 people on board. It is suitable for MICE activities, product launches, seminars and private events.

INSIGHTS

When innovating, it comes down to having a vision, and then dare to execute. Otherwise a thought remains a dream remains a missed opportunity. Your idea can have implications on so many levels: this bathboat concept is a landmark, an Antwerp brand builder, and an accessible concept for everyone to grasp, let alone a once in a lifetime tourist experience.

AD!DICT #31 : THE TRAVEL & TOURIST RESEARCH// SERVICES

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Concepts on regional and geo-branding, destination branding, and ideas for new tools for tourists.

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CITYBRANDING

JAN VAN MOL IDEA #3.1 BY CITYWEAR

Take the city with you wherever you go. When wandering through the streets, you can wear this ‘citywear’ as a fashion accessory. Yet when lost, you an use it as a map.

Offering these products extend the city visiting experience. It can be gifts, functional tools or emotional souvenirs. It can be pre-travel, posttravel or at destination.

WHAT

Different applications are possible, from bags over scarfs to tents.

INSIGHTS

The concept can be adapted to suit destination branding or marketing needs. The name ‘city wear’ might not be appropriate. More like ‘Geolocalisation fashion accessories’. Think of golf courts, bike tours, hikes, theme walks etc.

NEXT STEPS Create a range of touristlab products.

photo : Stephanie Duval

CITYBRANDING

KATIE BEVIN IDEA #3.2 BY URBAN TALES

Urban Tales brings the stories of outdoor urban spaces into the built environment. A time-based piece of environmental typography combines form with shadow, to create a temporal narrative.

How can a city have it’s own identity? And how can we communicate about that? Maybe by having a typeface made with elements out of the city.

WHAT

INSIGHTS

Remember the Fun Lab project (Ad!dict on Mutation) that reconstructed the shadows of the New York Twin towers right before the moment they collapsed. Or the New York typeface based on walks on the street grid in New York.

NEXT STEPS possible Touristlab project: “URBATYPOGRAPHY” Invite a typographer to start working on a typeface that reflects a city. For each city we can create a different alphabet.

CITYBRANDING

ADDICTLAB RESEARCH IDEA #3.3 BY GEOTAGGING

, WHAT Some people interpreted the Geotaggers’ World Atlas maps to be maps of tourism. This set is an attempt to figure out if that is really true. Some cities (for example Las Vegas and Venice) do seem to be photographed almost entirely by tourists. Others seem to have many pictures taken in piaces that tourists don’t visit. Blue points on the map are pictures taken by locals (people who have taken pictures in this city dated over a range of a month or more).

Red points are pictures taken by tourists (people who seem to be a local of a different city and who took pictures in this city for less than a month). Yellow points are pictures where it can’t be determined whether or not the photographer was a tourist (because they haven’t taken pictures anywhere for over a month). They are probably tourists but might just not post many pictures at all. The maps are ordered by the number of pictures taken by locals. http://www.flickr.com/photos/walkingsf/ sets/72157624209158632/

CITYBRANDING

IDEA #3.4 CITYSHUFFLER

BY KRISTOF VAN LANDSCHOOT KRISTOF VAN BRUSSEL

CITYSHUFFLER: USER’S PERSPECTIVE Basically it is a random inspirational city search that enables users (tourists) to discover a city on their iPad in a completely new fashion. It is a visual experience: all photos are retrieved from Instagram. By bookmarking the imagery they like, a user can create a cool and up-to-date personalized city guide. In many respects CityShuffler is almost a realtime “what’s happening”-window to a city. CITYSHUFFLER: MARKETING PERSPECTIVE CS is not a straightforward search , it is a “curated search”. Curation is a hot topic and by performing a targetted search CS actually is a curation service! This can be considered the backend part of the application that will enable the app to be FREE and still earn money. [Yay, the Holy Grail!] Setting up a good query will take some time but also is an ongoing thing! In a city, things happen, trends are born, new hashtags are created and they need to be added to the query equation in a flexible way. Because of that we need to migrate the query/search component out of the application itself. This way a user will never need to upgrade the app in order to get better results! The composition of the queries (basically a bunch of text strings, tags, user names etc.) should be stored on a server. Don’t imagine a big server space and fees [think of it dropbox-

sized]. So when a user performs a Shuffler-search the CityShuffler app first will retrieve the latest query data from the server before Instagram will be connected. This way curation becomes a real service! CURATION AS A SERVICE CaaS ; ) = Finetuning the curation algorythm by manually adding tags and more.

POS DEV SIBLY AS A ELOPE D DD PRO ICTLAB DUC T

CITYSHUFFLER USE CASE The Brussels CityShuffler: powered by Instagram and curated by Toerisme Vlaanderen A sponsor promotes the CityShuffler publication it “curates”. When the sponsor drops out, the application lives on and can benefit from the CityShuffler brand (curated by CityShuffler).

CaaS might involve: - Manually adding tags both to withdraw or favor certain photos - Maybe even shift the geotag focus (5k-range) due to temporary events you want to cover - Blacklisting users to filter out users that really have nothing to offer - Favoring the “CaaS”-taker (or sponsor to use a dirty word) - Offering a publication service to the CaaStaker: by posting provided pictures on a regular basis under different usernames (which can be favored due to hidden machine tags) - Doing true curation of the promoted dedicated CityShuffler tagged photos (eg #MilanoCS) and giving them a “Featured” status - “Featured” competition idea… could spark the CS community Add to that a service that pulls statistics from the behavior of the CityShuffler-users and you’ve got a package that is valuable and can be promoted. This would be preferable subscription based service.

CITYSHUFFLER IS A SERIES, SHUFFLERGUIDE THE BRAND! The fact that the targetted search is flexible and an application is easily skinned makes it possible to drop the City and also aim for theme-based Shufflers! The geo-tagging will become less important and focus should shift to Instagram tags. The target group here should be industry-organizations rather than commercial brands. E.g. BeerShuffler : powered by Instagram and curated by the Union of Belgian Brewers BeerShuffler FoodieShuffler DesignShuffler etc…

CITYBRANDING

SOCIAL MEDIA

KRISTOF VAN BRUSSEL IDEA #3.5 BY TOURIST GEO TAGGING

WHAT

NEXT STEPS

This is a journey into sound For tourism geo-tagging - leaving behind your position on the globe via a GPS system - is a gift from heaven! Thanks to the smart phone revolution almost everybody has a GPS device in his pockets. Millions of photos and videos are shared. People no longer need to bother where their imagery was taken: the geo-tag pins it on the map. For some odd reason however one sensation has been underexplored in the geo-tagging equation: SOUND. “This is a journey into sound” is a plea for geo-tagging sound and explores concepts that turn tagged soundbits into useful travel and tourism data.

We see possible Touristlab projects: • Developing this and comparable apps in a special Touristlab Social Media department. • offering services to players in the tourist market.

CITYBRANDING

SOCIAL MEDIA

KRISTOF VAN BRUSSEL IDEA #3.6 BY SOUNDTRACKR

WHAT

NEXT STEPS

Focus on sound: a social network for geotagged sound-bits EIGHT O’CLOCK SHARP UNDER THE MENIN MEMORIAL GATE THEY PLAY THE LAST POST. The SoundTrackr app aims at recording typical sounds and soundscapes on location. Users act as sound scouts and feed a sonic databank. These tracks are useful assets for touristic websites (e.g. Tripadvisor) and could be integrated with Google Maps. So if you are in need of a soundtrack to a slideshow you brought back from your holiday: tap into the SoundtrackR database…

We see possible a number of possible Touristlab projects: • Developing this and comparable apps in a special Touristlab Social Media department. • Bringing this and other apps to market. • Offering services to players in the tourist market.

CITYBRANDING

SOCIAL MEDIA

KRISTOF VAN BRUSSEL IDEA #3.7 BY SOUND TRIPR

Amaaaaaaaaaaaazing!!? ,

WHAT

NEXT STEPS

FOCUS ON VOICE MESSAGING: YOUR ANNOTATION TOOL ON THE GO. The SoundTripR app records sounds & messages and nails them their actual location. All sound-bits are stored locally on your smart phone and are placed on a map. This way you can revive your journey as a vocal road trip. When required you can share these voice messages on Facebook and Twitter. Note that SoundTripR doubles as a cool photo annotation tool!

We see possible Touristlab projects: • Developing this and comparable apps in a special Touristlab Social Media department. • Bringing this and other apps to market. • Offering services to players in the tourist market.

Oh my God! Guess who we’ve just seen…

Sorry we’re not at home for your birthday… Happy Birthday Mum! So we’re singing all: Happy Birthday to you…

“The terrace of artist café Witzli Poetzli is the ideal to take a closer look at the cathedral. If you are interested in local beers order a “Bolleke”…”

CITYBRANDING

SOCIAL MEDIA

KRISTOF VAN BRUSSEL IDEA #3.8 BY SOUND GUIDR

WHAT

NEXT STEPS

FOCUS ON GUIDED WALKS: GUIDED TOUR APPS TURN YOUR SMARTPHONE INTO A TOURISTIC GPS! With the SoundGuidR app on the iPhone, tourists can walk around with their earbuds on. At the points of interest the geotag will activate the voice of a guide. (To avoid expensive roaming costs the app allows you to preload guided walks at home.) The SoundGuidR system enables guides to upload and update their speeches online and pin them on the map. It’s their design tool for guided walks. From historic walks to personal shopping… a wide variety of SoundGuidR applications are possible.

We see possible Touristlab projects: • Developing this and comparable apps in a special Touristlab Social Media department. extra idea: click on your personal guide. Choose your profile. • Bringing this and other apps to market. • Offering services to players in the tourist market.

TRAVEL & GREEN

ALEX SCHULTZ IDEA #3.9 VIA POSTCARD 2.0

Postcards and letters from travels are outdated. Real travel notes, written letters from great voyages, reflections on the destination in beautiful words on tangible paper, it’s all a thing of the past. Or is it?

Maybe we can find a way to make writing back home more than just a quick sms.

Further ideation on how to create the postcard2.0 revival, that would enhance - and prolonge - the visitor’s experience, as well as help create the destinations’ brand & products.

WHAT

INSIGHTS

What is the next generation of the postcard that would allow more indepth thoughts on the emotions and learnings of our tourist experiences?

NEXT STEPS

AD!DICT #31

IDEAS O FLANDE

BY KRIST KRISTOF

ON/FOR/BY ERS

TOF VAN LANDSCHOOT F VAN BRUSSEL

first batch of ideas and thoughts to innovate and inspire the Flemish tourist market.

FLANDERS

#1.THO & REFL

KRISTOF VAN BRUSSEL

OUGHTS LECTIONS

Perception, thoughts, moodboards on the brand of Flanders.

ANNE SMITS

“FLANDERS” VIA QUORA

“FLANDERS” VIA 1212 EVENT

BELGIUM VIA @MATUVU

FLANDERS VIA @MATUVU

FLANDERS

VL/2 ID CONCE

BY KRI KRISTO

DEAS EPTS

ISTOF VAN LANDSCHOOT OF VAN BRUSSEL

First batch of concepts for/on the tourist industry in Flanders & Brussels

CITYBRANDING

IDEA #VL.2.1 FLANDERS IS A CITY ,

WHAT Let’s face it. Flanders is geographically challenged: it’s not that big a surface on the face of the earth. Flanders boasts so many interesting cities, so many interesting experiences on such a small (eg convenient) scale, making it easy to move from one spot to another. Hence the idea to consider Flanders as a huge contemporary metropolis. What if it was considered as one urban center? Could we not create a transport

service linking all the hotspots, emphasising the global offering, and the convenient distances between them? The METAMAP Flanders presented here is doing exactly that: it’s a communication tool using a ‘metromap’ concept. Each metroline is thematic, such as the chocolate line, beer line, war heritage and more. It’s a rich and modular concept that can be developped for different applications.

VIA ADDICTLAB GROUPS

NEXT STEPS This concept is selected by Toerisme Vlaanderen and is now in development. Visitors to Flanders will be able to receive this ‘metamap’ from September 2012 on. We should also develop this concept for other applications, eg iPAD app, mobile, etc. Graphic design : labmember Steve Reynders / creative director : Jan Van Mol

TERV BRAKEL

KORTRIJK

BRUSSEL

GERAARDSBERGEN

RONSE

GA KALMTHOUT

KALMTHOUT

RAVELS

TURNHOUT

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ANTWERPEN

DAMME

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SINT NIKLAAS

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DIKSMUIDE

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BRAKEL

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BORGLOON LANDEN

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KORTRIJK

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RAVELS

SINT NIKLAAS

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MAASEIK

BERLARE

VLETEREN

POPERINGE

DIEST MEISE

GENK

HAACHT

HASSELT AFFLIGEM

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BRAKEL

GERAARDSBERGEN

MECHELEN

DENDERMONDE

VLETEREN

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BORGLOON LANDEN

SINT-TRUIDEN

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KRUISHOUTEM

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ART & HERITAGE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequa

GERAARDSBERGEN

DIEST MEISE

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HASSELT

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GERAARDSBERGEN

ZUTENDAAL

TERVUREN TIENEN

BRUSSEL

BORGLOON LANDEN

TONGRES

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MAASMECHELEN

LEUVEN

NINOVE TIENEN

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HAACHT

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HOUTHALENHELCHTEREN

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DENDERMONDE AALST

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TONGRES

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MAASEIK

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MAASMECHELEN ROESELARE

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HOEGAARDEN

GENK

HAACHT

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GEEL

DUFFEL

BORNEM TORHOUT TIELT

DIEST MEISE

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MECHELEN

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SINT NIKLAAS

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MIDDELKERKE

GEEL

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ANTWERPEN

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EEKLO

BRUGGE

MIDDELKERKE

GEEL

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BLANKENBERGE

BREDENE HAMONT-ACHEL

HOEGAARDEN

SINT-TRUIDEN

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DAMME

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KOKSIJDE DE PANNE

TONGRES

KNOKKE-HEIST TURNHOUT

BLANKENBERGE DE HAAN BREDENE HAMONT-ACHEL

SINT-TRUIDEN

SCENIC & GREEN Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

KNOKKE-HEIST TURNHOUT

ANTWERPEN

DAMME

BORGLOON LANDEN

HOEGAARDEN RONSE

RAVELS

KNOKKE-HEIST BLANKENBERGE

TIENEN

BIK

LEUVEN TERVUREN

BRUSSEL

GERAARDSBERGEN

TONGRES

WAR HISTORY & WWI Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

DE HAAN BREDENE

BRAKEL

MAASMECHELEN ZUTENDAAL

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BERLARE

GENT

DIKSMUIDE

MAASEIK

ZUTENDAAL

HASSELT AFFLIGEM

OUDENAARDE

BORGLOON LANDEN

HOEGAARDEN

GENK

ROESELARE

NINOVE TIENEN

GEEL

DUFFEL

BORNEM

TIELT

DIEST HAACHT

MEISE

KRUISHOUTEM

IEPER

POPERINGE

TERVUREN

BRUSSEL

DE PANNE

HOUTHALENHELCHTEREN

MECHELEN

DENDERMONDE AALST

GAVERE

RONSE

MIDDELKERKE

BERLARE

GENT

VLETEREN

LEUVEN

NINOVE GERAARDSBERGEN

MAASEIK

ZUTENDAAL

HASSELT AFFLIGEM

OUDENAARDE

BRAKEL

TORHOUT DIKSMUIDE

MAASMECHELEN ROESELARE

KRUISHOUTEM

IEPER

POPERINGE

DUFFEL

BORNEM

TIELT

AALST GAVERE

HERENTALS

NIEUWPPORT KOKSIJDE

DE PANNE

HOUTHALENHELCHTEREN

MECHELEN

DENDERMONDE

TIELT

ROESELARE VLETEREN

WA HAMONT-ACHEL

SINT NIKLAAS

EEKLO

BRUGGE

MIDDELKERKE

GEEL

NIEUWPPORT KOKSIJDE DUFFEL

BORNEM

ANTWERPEN

DAMME

OSTENDE

SINT NIKLAAS

EEKLO

BRUGGE

MIDDELKERKE

GEEL

NIEUWPPORT KOKSIJDE DE PANNE

TURNHOUT

BLANKENBERGE DE HAAN

BREDENE HAMONT-ACHEL

RAVELS

KNOKKE-HEIST TURNHOUT

BLANKENBERGE DE HAAN

ANTWERPEN

DAMME

OSTENDE MIDDELKERKE

KALMTHOUT

RAVELS

KNOKKE-HEIST

KNOKKE-HEIST BLANKENBERGE DE HAAN BREDENE

TONGRES

RONSE

FASHION Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

HASSELT

TERVUREN TIENEN

SEL

RONSE

LEUVEN

BORGLOON LANDEN

SINT-TRUIDEN

HOEGAARDEN

TONGRES

FLANDERS DISCOVERY LINES

PLAN ON THE BACKSIDE!

DISTANCE AND APPROXIMATE TRAVEL TIME BETWEEN CITIES

GASTRONOMY & BEER WARHISTORY & WWI SCENIC & GREEN

KALMTHOUT

RAVELS

KNOKKE-HEIST

ART & HERITAGE

TURNHOUT

BLANKENBERGE

BIKING & WORLD HERITAGE

DE HAAN

FASHION

BREDENE

HASSELT 3 ANTWERPEN

ANTWERPEN

DAMME

79.3km / appr. 54min.

HAMONT-ACHEL

OSTENDE

BRUGGE

MIDDELKERKE

SINT NIKLAAS

EEKLO

GEEL

HERENTALS

NIEUWPPORT

KOKSIJDE

ANTWERPEN 3 BRUSSEL

DE PANNE

44.9km / appr. 43min. TORHOUT

GENT

DIKSMUIDE

AALST

ANTWERPEN 3 GENT

58.9km / appr. 42min. ROESELARE

WAR HISTORY & WWI

VLETEREN

POPERINGE

MAASEIK HOUTHALENHELCHTEREN

MECHELEN

DENDERMONDE

TIELT

GASTRONOMY & BEER

DUFFEL

BORNEM BERLARE

DIEST

GENK

HAACHT

MEISE

GAVERE

HASSELT

KRUISHOUTEM

IEPER

AFFLIGEM

OUDENAARDE

ANTWERPEN 3 MECHELEN

25.2km / appr. 25min. KORTRIJK

LEUVEN

NINOVE BRAKEL

GERAARDSBERGEN

MAASMECHELEN ZUTENDAAL

TERVUREN TIENEN

BRUSSEL

BORGLOON LANDEN

HOEGAARDEN

SINT-TRUIDEN

TONGRES

RONSE

BRUSSEL 3 GENT

SCENIC & GREEN

54.9km / appr. 43min.

ART & HERITAGE

GENT 3 BRUGGE

55.2km / appr. 43min.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis 3 OOSTENDE nostrud exercitation ullamco laboris nisi ut aliquip ex BRUGGE ea commodo consequat.

29.9km / appr. 31min.

BIKING & WORLD HERITAGE

FASHION

NIEUWPPORT KOKSIJDE DE PANNE

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

EVENEMENT Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

FLANDERS DISCOVERY LINES

u! Moves Yo Flanders

www .visitflanders .com

KALMTHOUT

RAVELS

KNOKKE-HEIST TURNHOUT

BLANKENBERGE DE HAAN BREDENE

ANTWERPEN

DAMME

HAMONT-ACHEL

OSTENDE SINT NIKLAAS

EEKLO

BRUGGE

MIDDELKERKE

GEEL

HERENTALS

NIEUWPPORT KOKSIJDE DE PANNE

DUFFEL

BORNEM TORHOUT

MAASEIK

BERLARE

GENT

DIKSMUIDE

DENDERMONDE

TIELT

HOUTHALENHELCHTEREN

MECHELEN

AALST

DIEST

GENK

HASSELT

KRUISHOUTEM

IEPER

POPERINGE

AFFLIGEM

OUDENAARDE

KORTRIJK

ZUTENDAAL

LEUVEN

NINOVE BRAKEL

MAASMECHELEN

HAACHT

MEISE

GAVERE

ROESELARE VLETEREN

TERVUREN TIENEN

BRUSSEL

GERAARDSBERGEN

BORGLOON LANDEN

SINT-TRUIDEN

HOEGAARDEN

TONGRES

RONSE

NOTES:

KALMTHOUT

RAVELS

HERENTALS

GENT

VLETEREN

MECHELEN

DENDERMONDE

MECHELEN

DENDERMONDE

VLETEREN

LEUVEN

DIEST

BRAKEL

KORTRIJK

TERVUREN TIENEN

BRUSSEL

GERAARDSBERGEN

BORGLOON LANDEN

TONGRES

SINT-TRUIDEN

TONGRES

HOEGAARDEN

KALMTHOUT

RAVELS

HERENTALS

MAASEIK

BERLARE

GENT

HERENTALS

GENK

HAACHT

BRAKEL

TORHOUT

GERAARDSBERGEN

VLETEREN

POPERINGE

BORGLOON LANDEN

SINT-TRUIDEN

GENK

HAACHT

BRAKEL

TORHOUT

GERAARDSBERGEN

VLETEREN

POPERINGE

DIEST MEISE

BORGLOON LANDEN

SINT-TRUIDEN

GENK

HAACHT

HASSELT

KRUISHOUTEM

IEPER

AFFLIGEM

OUDENAARDE

KORTRIJK

BRAKEL

RONSE

GERAARDSBERGEN

BRUSSEL 3 GENT

MAASMECHELEN

54.9km / appr. 43min.

TERVUREN TIENEN

BRUSSEL

BORGLOON LANDEN

TONGRES

ZUTENDAAL

LEUVEN

NINOVE

TIENEN

HOEGAARDEN

HOUTHALENHELCHTEREN

MECHELEN

DENDERMONDE AALST

GAVERE

ZUTENDAAL

LEUVEN TERVUREN

BRUSSEL

MAASEIK

BERLARE

GENT

DIKSMUIDE

MAASMECHELEN ROESELARE

HASSELT AFFLIGEM

OUDENAARDE

KORTRIJK TONGRES

RONSE

25.2km / appr. 25min.

GEEL

DUFFEL

BORNEM

TIELT

DIEST MEISE

KRUISHOUTEM

IEPER

NINOVE TIENEN

HOEGAARDEN

HERENTALS

DE PANNE

HOUTHALENHELCHTEREN

MECHELEN

DENDERMONDE AALST

GAVERE

ZUTENDAAL

LEUVEN TERVUREN

BRUSSEL

MAASEIK

BERLARE

GENT

DIKSMUIDE

MAASMECHELEN ROESEL ARE

HASSELT AFFLIGEM

OUDENAARDE

HAMONT-ACHEL

SINT NIKLAAS

EEKLO

BRUGGE

NIEUWPPORT

DUFFEL

BORNEM

TIELT

DIEST MEISE

KRUISHOUTEM

IEPER

ANTWERPEN

DAMME

OSTENDE MIDDELKERKE

GEEL

KOKSIJDE

DE PANNE

HOUTHALENHELCHTEREN

MECHELEN

DENDERMONDE AALST

GAVERE

ROESELARE VLETEREN

POPERINGE

NINOVE

..........................................................

BREDENE

HAMONT-ACHEL

SINT NIKLAAS

EEKLO

BRUGGE

NIEUWPPORT KOKSIJDE

TIELT

..........................................................

ANTWERPEN

DAMME

OSTENDE MIDDELKERKE

GEEL

DUFFEL

BORNEM

KORTRIJK

..........................................................

58.9km / appr. 42min.

RAVELS

TURNHOUT

DE HAAN

BREDENE HAMONT-ACHEL

SINT NIKLAAS

EEKLO

TORHOUT

..........................................................

KALMTHOUT

BLANKENBERGE

DE HAAN

ANTWERPEN

DAMME

BRUGGE

NIEUWPPORT KOKSIJDE DE PANNE

DIKSMUIDE

..........................................................

ANTWERPEN 3 GENT WAR HISTORY & WWI

KNOKKE-HEIST

TURNHOUT

BLANKENBERGE

OSTENDE MIDDELKERKE

RAVELS

KNOKKE-HEIST TURNHOUT

DE HAAN BREDENE

..........................................................

44.9km / appr. 43min. ANTWERPEN 3 MECHELEN

KALMTHOUT

KNOKKE-HEIST BLANKENBERGE

..........................................................

79.3km / appr. 54min. ANTWERPEN 3 BRUSSEL

GASTRONOMY & BEER

.......................................................... ..........................................................

HASSELT 3 ANTWERPEN

.......................................................... ..........................................................

ART & HERITAGE FASHION

RONSE

SCENIC & GREEN BIKING & WORLD HERITAGE

LEUVEN

NINOVE

SINT-TRUIDEN

MAASMECHELEN ZUTENDAAL

HASSELT AFFLIGEM

OUDENAARDE

BORGLOON LANDEN

GENK

HAACHT

MEISE

KRUISHOUTEM

IEPER

POPERINGE

TIENEN

HOEGAARDEN RONSE

MECHELEN

DENDERMONDE AALST

GAVERE

TERVUREN

BRUSSEL

GERAARDSBERGEN

TONGRES

RONSE

HOUTHALENHELCHTEREN

ZUTENDAAL

HASSELT AFFLIGEM NINOVE BRAKEL

KORTRIJK

GENT

DIKSMUIDE

MAASEIK

BERLARE

MAASMECHELEN ROESELARE

OUDENAARDE

BORGLOON SINT-TRUIDEN

GENK

KRUISHOUTEM

IEPER

POPERINGE

TIENEN

HOEGAARDEN

GEEL

DUFFEL

BORNEM TORHOUT TIELT

DIEST HAACHT

MEISE

GAVERE

TERVUREN

BRUSSEL

GERAARDSBERGEN

HERENTALS

DE PANNE

HOUTHALENHELCHTEREN

AALST MAASMECHELEN

LEUVEN

NINOVE BRAKEL

GENT

DIKSMUIDE

MAASEIK

BERLARE

ZUTENDAAL

HASSELT AFFLIGEM

OUDENAARDE

WARHISTORY & WWI HAMONT-ACHEL

SINT NIKLAAS

EEKLO

BRUGGE

NIEUWPPORT KOKSIJDE

ROESELARE

LANDEN

..........................................................

GENK

RAVELS

ANTWERPEN

DAMME

OSTENDE MIDDELKERKE

GEEL

DUFFEL

BORNEM TORHOUT TIELT

DIEST HAACHT

MEISE

KRUISHOUTEM

IEPER

POPERINGE

KORTRIJK

..........................................................

HERENTALS

DE PANNE

HOUTHALENHELCHTEREN

AALST GAVERE

ROESELARE

..........................................................

BREDENE

HAMONT-ACHEL

SINT NIKLAAS

EEKLO

BRUGGE

NIEUWPPORT KOKSIJDE MAASEIK

TURNHOUT

BLANKENBERGE DE HAAN

ANTWERPEN

DAMME

OSTENDE MIDDELKERKE

GEEL

DUFFEL

BORNEM BERLARE

TIELT

..........................................................

KALMTHOUT

KNOKKE-HEIST

TURNHOUT

BLANKENBERGE DE HAAN BREDENE HAMONT-ACHEL

SINT NIKLAAS

EEKLO

BRUGGE

DIKSMUIDE

..........................................................

RAVELS

KNOKKE-HEIST TURNHOUT

ANTWERPEN

DAMME

OSTENDE MIDDELKERKE NIEUWPPORT KOKSIJDE DE PANNE

TORHOUT

..........................................................

DISTANCE AND APPROXIMATE TRAVEL TIME BETWEEN CITIES

GASTRONOMY & BEER KALMTHOUT

KNOKKE-HEIST BLANKENBERGE DE HAAN BREDENE

..........................................................

HOEGAARDEN

SINT-TRUIDEN

TONGRES

RONSE

SCENIC & GREEN

ART & HERITAGE

GENT 3 BRUGGE

55.2km / appr. 43min. BRUGGE 3 OOSTENDE

29.9km / appr. 31min. BIKING & WORLD HERITAGE

FASHION

..........................................................

NIEUWPPORT KOKSIJDE DE PANNE

102

THE HIGHWAY MAP OF FLANDERS

u! Moves Yo Flanders

www .visitflanders .com

www .visitflanders .com KALMTHOUT

RAVELS

KNOKKE-HEIST TURNHOUT

BLANKENBERGE DE HAAN BREDENE

ANTWERPEN

DAMME

HAMONT-ACHEL

OSTENDE SINT NIKLAAS

EEKLO

BRUGGE

MIDDELKERKE

GEEL

HERENTALS

NIEUWPPORT KOKSIJDE DE PANNE

DUFFEL

BORNEM TORHOUT

GENT

DIKSMUIDE

MAASEIK

BERLARE MECHELEN

DENDERMONDE

TIELT

HOUTHALENHELCHTEREN

AALST

VLETEREN

GENK

AFFLIGEM

OUDENAARDE

BRAKEL

u! Moves Yo Flanders

LEUVEN

NINOVE KORTRIJK

MAASMECHELEN ZUTENDAAL

HASSELT

KRUISHOUTEM

IEPER

POPERINGE

DIEST HAACHT

MEISE

GAVERE

ROESELARE

TERVUREN TIENEN

BRUSSEL

GERAARDSBERGEN

BORGLOON SINT-TRUIDEN

LANDEN

TONGRES

HOEGAARDEN RONSE

FLANDERS DISCOVERY LINES

PLAN ON THE BACKSIDE!

MAP OF BRUSSELS

KALMTHOUT

MAP OF EUROPE

INFO KUSTTRAM Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. NMBS Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

RAVELS MACHELEN

KNOKKE-HEIST

WEMMEL

STROMBEEK BEVER

TURNHOUT

BLANKENBERGE DE HAAN

ICELAND

BREDENE

ZAVENTEM

ANTWERPEN

DAMME

ZELLIK

HAMONT-ACHEL

OSTENDE

SWEDEN

JETTE

GROOTBIJGAARDEN

DIEGEM FINLAND

SINT NIKLAAS

EEKLO

BRUGGE

MIDDELKERKE

ST-STEVENSWOLUWE

NIEUWPPORT

DUFFEL

BORNEM TORHOUT

BERLARE

GENT

DIKSMUIDE

MAASEIK

MOLEBEEK

STERREBEEK LATVIA

KRAAINEM

ST-JOOST ST LAMBRECHTS WOLUWE

DILBEEK

LITHUANIA DENMARK

IRELAND

BRUSSEL

HOUTHALENHELCHTEREN

MECHELEN

DENDERMONDE

TIELT

ESTONIA

SCHAARBEEK

ST-AGATHABERCHEM

DE PANNE

NORWAY

EVERE

KOEKELBERG

KOKSIJDE

www.365.be Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

NOSSEGEM

LAKEN GANSHOREN

GEEL

HERENTALS

ST -PIETERS WOLUWE

WEZEMBEEKOPPEM

BELARUS

UNITED KINGDOM

ETTERBEEK

ST.-GILLES ANDERLECHT

NETHERLANDS

POLAND GERMANY UKRAINE

OUDERGEM

AALST

LUXEMBOURG

DIEST HAACHT

MEISE

GAVERE

ROESEL ARE VLETEREN

GENK

ZUTENDAAL

MOLDOVA

SLOVAKIA

VORST FRANCE

TERVUREN

UKKEL

HASSELT

KRUISHOUTEM

CZECH REPUBLIC

ELSENE

MAASMECHELEN

LIECHTENSTEIN

AUSTRIA

ROMANIA

HUNGARY

SWITSERLAND

ST.-PIETERS-LEEUW

SLOVENIA CROATIA

WATERMAALBOSVOORDE

ITALY BOSNIA & HERZEGOVINA

SERBIA BULGARIA

POPERINGE

IEPER

AFFLIGEM

OUDENAARDE

LEUVEN

MONTENEGRO

PORTUGAL

ANDORRA

MACEDONIA

SPAIN

NINOVE KORTRIJK

BRAKEL

GERAARDSBERGEN

ALBANIA

TERVUREN

GREECE

TIENEN

BRUSSEL

BORGLOON LANDEN

HOEGAARDEN

SINT-TRUIDEN

www.visitflanders.com Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

TONGRES MALTA

RONSE

Concept & Design: Jan Van Mol & Steve Reynders — Addictlab.com

CREATIVE WORK IN PROCESS A first draft for the actual map that is being developed for Toerisme Vlaanderen.

www .visitflanders .com

SERVICES

BIKING

VIA ADDICTLAB GROUPS IDEA #VL.2.2 BIKE(F)LAND(ERS)

Offer card board boxes to pack your bike when youâ&#x20AC;&#x2122;re coming to Flanders to bicycle.

Flanders is a premium bike destination. That is our clear message. The boxes are cheap to produce, are useful and functional, and can create a growing buzz. Also, just because of the size of the box, we can use them as a separate medium to communicate our messages. (eg. Eddy Merckx year, ...)

WHAT

These boxes are necessary for any bike afficionado taking his bicycle on a plane to Flanders.

INSIGHTS

NEXT STEPS Touristlab product development. Develop & design the boxes. Brainstorm on possible distribution (Ronde van Vlaanderen, yet also Tour de France etc) and Partners (for on-box ads & communication)

On my way to Flanders,

Bike Country.

FREE BIKE BOX Bike Country. Flanders,

On my way to

BRANDING

SOCIAL MEDIA

IDEA #VL.2.3 LIKELAND

VIA ADDICTLAB SESSIONS

Vlaanderen VlaanderenVlaanderen

LikeLand Vlaanderen

Vlaanderen

LikeLand

Vlaanderen

LikeLand LikeLand

LikeLand

Vlaanderen

LikeLand

, WHAT

n INSIGHTS

Introducing the concept of ‘LikeLand’.

There are so many things to do and to like in Flanders, that we can turn it into a ‘LikeLand’. Using social media tools, this accessible and multilayered concept can be used in large scale image campaigns or small events and initiatives.

g NEXT STEPS Touristlab product & campaign

development. Claime the Likeland (or alternative) concept. Develop the ‘LikeLand’ concept using existing and new initiatives.

Vlaanderen

LikeLand 107

MEDIA

ADDICTLAB GROUPS IDEA #VL 2.4 VIA FLANDERS MEDIA

FLAT: Flanders Tourist Magazine - in print, or on TV, online

There is so much content available, so many things to show to attract possible tourists to Flanders.

WHAT

FLAT SCREEN: Flanders Tourist Magazine, on TV, online, on apps.

INSIGHTS

NEXT STEPS Create a dummy magazine to check feasibility of concept in the market.

A magazine format, digital and/or in print allows for a coherent way to - repeately - focus on different stories, people, locations.

FLAT:SCREEN : create a TV concept that brings the Flanders tourist content to a screen near the target audience

The tourist market needs media that can bring new content, on a regular basis, yet allowing the readers/ viewers/listeners to interact aswell.

FLAT:MEDIALAB : create a continuous research centre on how to bring the ever changing content to the right audience.

FL:AT FLANDERS TOURIST MAGAZINE

in this issue Flanders Destination Guide Foodies in Bruges

FL:AT

Mini people in Antwerp

in this issue Flanders Des tination Guide Beer people

EXPERIENCE

IDEA #VL.2.5 LEAVING FOR A LIVING VIA ART AND ADVICE

, WHAT refreshing combination of back to basics with design, originality and art. Sleeping in cArAvAn is a new experience. 9 old caravans were transformed into dreamlike sleeping units by Limburg based architects, designers and fashion designers. Situated in a unique environ-

, WHO Ick Reuvis: green line: caravan. Orange line: curtain. A guest becomes a player in his own theater piece.

ment, in plain nature and still near to the Hasselt city center. The Theuwis family will give you a warm welcome in their premises filled with contemporary art. Back to basics, but in style! With some luck you might spot a deer or a fox in the morning. A night, never to forget, followed by a great breakfast with a daily newspaper filled with special tips and news. Bicycles are free

to use, you have Wifi access and, thanks to the tips, youâ&#x20AC;&#x2122;ll discover lots of hidden addresses in the neighbourhood! www.leaving.be

, WHO Vitorio Simoni: the glass window creats a kaleidoscopic effect in the white space.

CITYBRANDING

, WHAT A social media concept showing infographics based on questions you have. People (or companies who pay for the service) should be able to raise certain issues, problems, questions. The Tweetasker software calls out, and uses instant innovative infographics to show the result of the query.

n INSIGHTS As a tourist, you have a lot of questions. Where do I stay? Is the food in that restaurant good? How does that exhibition rate, etc etc. With Tweetasker you get an instant visual answer, powered by other users, polls etc. Developing the Tweetasker. com website and software for the tourist industry will give Flanders an important boost in the information society and increase the level of tourist services.

g NEXT STEPS Touristlab product & campaign development. Develop the Tweetasker.com concept, apply to tourist market.

PRODUCTS

BEER

IDEA #VL.2.7 BEER LAB

VIA ADDICTLAB SESSION

Generate ideas on/by/ for/with beer. Introduce the beer market in other areas, eg fashion, design, art. Create new products & stories

Flanders is a premium beer destination. How can we claim that , beyond the obvious tastings and beer products and brands?

WHAT

INSIGHTS

NEXT STEPS Set up dedicated beer lab research in collaboration with destionations, products, industry

PRODUCTS

CHOCOLATE

VIA ADDICTLAB SESSION IDEA #VL.2.8 CHOCOLATE LAB

A chocolate lab, proactively thinking about new concepts, reactively answering to issues and questions from the industry.

An out of the box way to look at a certain market, and innovate it by generating ideas for products, services, branding.

Activate the Addictlab chocolate lab with a clear Flemish tourist industry filter.

WHAT

INSIGHTS

NEXT STEPS

image

Atelier Blink - Addict Chocolate lab

FOOD

IDEA 2.9 ÂŠADDICTLAB APPLE CHOCOLATE TREE ,

Create unique products with a genuine story..

This way of product development adds layers to a concept: the shape is extraoradinary, the taste is unique, and the product promotes both the Flemish chocolate as the apple industry.

Research for more comparable concepts, look out for partners & applications.

WHAT

A chocolate sharing concept, with a shape that is anything but a boring 3*4 bar. The form here is from a tree branch, that can be put in the middle of the table for everyone to take a piece. Moreover, the chocolate experience is enhanced by adding ingredients, referring to the treeâ&#x20AC;&#x2122;s origine. This allows for promotion of other regional products, such as apples from Haspengouw.

INSIGHTS

NEXT STEPS

PRODUCTS

BEER

VIA ADDICTLAB SESSION IDEA #VL 2.10 BOOTH & INFOPOINT

WHAT Addictlab started generating ideas on how to communicate about a destination as complex as Flanders. The cities, the regional themes, the temporary highlights, etc.

NEXT STEPS We have started ideation processes for the infopoints and the BTB booth

Create an innovative yet workable concept for the BTB booth.

INFOPOINTS

VIA JAN VAN MOL IDEA #2.11 INSPIRATION DISHES

Communication is the most important aspect of humanity. Is it not? What about freedom if you can not communicate? What about respect if you are unaware of social differences? The G.I.D. is a design object to sit , eat, meet, yet also an art installation reflecting and allowing for people in deprived and other areas to communicate, learn, share, even travel virtually. G.I.D look like sophisticated Satellite dishes. But in all areas G.I.D’s are constructed using local people and materials. In Soweto it can be using old car tyres, in Beiroet it can be using the rubble from bombed houses, on the Northpole it’s in ice. All G.I.D’s serve as a lounge environment, can be used to get inspiration (art/ film/music can be shown inside. a link towards the other dishes using internet and a high tech circular screen.

The Global Inspiration Dish can be used to promote Flanders. On the spot, but also as a pop up experience in other countries and events. You can sit in a Global Inspiration Dish in Berlin or New York and experience (smell, see, interact) Flanders.

WHAT

INSIGHTS

NEXT STEPS Develop idea of the global inspiration dish as a virtual travel tool. Interesting for fairs, events and art & design shows abroad.

FLANDERS

#3. MORE

BY KRI KRISTO

More ideas on the Addictlab idea wall that might trigger new thoughts & inspire new concepts.

IDEAS

ISTOF VAN LANDSCHOOT OF VAN BRUSSEL

TOURISTLAB

MORE IDEAS/

UNFILTERED / VIA IDEA WALLS & IDEA BOARDING PASSES

#43

Stadsballenbad

#45

Aqua fin wil stuk onteigenen om droogleggingsbekken te maken. = Onaangenaam. Misschien kan dit ook positief worden door het toeristisch uit te baten. Er zijn er veel met hetzelfde probleem. [via Bert Vranckx, ideawall, #toeristvanmorgen]

#46

Het interessante zit in het verhaal achter een buurt. Zorg voor verslaggeving of reisverhalen via beeld en klank. bijvoorbeeld: 1 minuutverhalen ondersteunen de beelden. [via anonymous, ideawall, #toeristvanmorgen]

#47

Stuur Vlaamse kunstenaars en designers naar een Vlaams Huis (zoals het Vlaamse Huis in NYC) en laat ze het inrichten. (cf Hotelbloom - white hotel) [via anonymous, ideawall, #toeristvanmorgen]

#54

Monitor alle checkins in Belgische Steden. Per dag/week worden er x toeristen verrast met Flanders pakket. [via Cat Leonard, Addictlab session, #toeristvanmorgen]

#55

Greeters in elke stad of regio; hoeft geen concurrentie te zijn voor lokale gidsen. > ander publiek. [via anonymous, ideawall, #toeristvanmorgen]

#56

GATE FOOD Sell locally prepared meals at the gate so travellers can carry on their own food on the plane. In co-op with local airline. Less distribution for airline, happier air travellers and promoted regional food. [via Jonas Klevhag, Ideawall, creativity world forum]

#60

VIRTUELE/COLLECTIEVE CONCIERGE Voor kleinere hotels, concierge die tours + tickets doet, aan normale prijzen. Ook al vooraf > na boeken vlucht/hotel meteen een mailtje met oproep: ‘zeg wat u wilt, wij maken een voorstel’ Ook pre-packed tourguides van dienst toerisme, incl GPS etc. [Via Stefan Kolle, addictlab session, #toeristvanmorgen]

#64

Destination based reintermediation Stimuleer opkomst van reisbureaus die gespecialiseerd zijn in bestemmingen, dus *het* Brugge-reisbureau, full service, ipv klassiek origination based destination specialists. Zo mogelijk om full-service te leveren aan goede prijs. [Stefan Kolle, addictlab session ,#toeristvanmorgen]

#65

Games ontwikkelen rond Vlaamse steden voor jongeren. [via anonymous, ideawall, #toeristvanmorgen]

#77

Great idea from our students: tourist receptionists must become destination coaches. Captures the essence of the job.” [via twitter, @jeroenbryon, #toeristvanmorgen]

#81

FlandersBuddy: discover unlimited possibilities in Flanders, all we need is your budget and start discovering what we can offer you !

#84

Take your time to get ingredients from the area and cook beautiful meals. Be green Idea started by Juulsjools, on 06 January 09:00 AM

MORE IDEAS/ #85

Vlaanderen zou zelf een dropbox moeten opzetten. Veilige, niet-comm, anonieme, digitale storage. Digitaal Zwitserland. @ florisvc on twitter.

#89

Cool idea - @sweden lets a different citizen take over the Twitter account every week http://www.abc.net.au/news/2012-01-18/lesbian-trucker-tweets-for-sweden/3779700 via twitter

#91

Should you find yourself leaving Amsterdam without paying a visit to Rijksmuseum Amsterdam, one of the cityâ&#x20AC;&#x2122;s leading museums, do not despair - you have one last chance to do it at the airport. The Rijksmuseum subsidiary housed at Amsterdam Schiphol is a unique project, as yet unparalleled anywhere in the world. Admission to the museum is free and it is open from seven in the morning to quite late in the evening, closing its doors at 8 pm. From 21 December 2011, the museum is presenting a romantic show dedicated to winter, exploring the harsh and yet abundantly atmospheric image of winter as featured in the 19th-century Dutch landscape painting. The eight works on view illustrate the development of the genre through the years. The exhibition opens with the idyllic pieces permeated by love of nature created in the first half of the 19th century, during the heyday of Romantic painting. The landscapes dating from around 1870 demonstrate the upsurge of tonal painting. Realistic depiction of nature and attempt to capture the mood of the moment are typical of representatives of the Hague School. The landscapes created in the late 1880s show the innovative influence of Impressionism on the art scene of the time. Schiphol Airport Holland Boulevard www.rijksmuseum.nl

MORE IDEAS/ #92

http://www.timbooktwo.com/#!buy-one-give-one offers videos on travel & destinations, and for each paid project are offering one to a charity.

#94

Every company board should include at least one social entrepreneur and one person under the age of 30 #wefbrainstorm @ mattbish

#101

Tourist hot spots, main attractions, what if they would have a real personality?

#102

this bike concept has wheels that have seeds on them. When biking you drop the seeds. Restoring nature on the go.

Your ideas wanted.

research: #31//touristlab

Addictlab is continuing the Touristlab research! The project is commissioned by the Flemish govt, dept Toerisme Vlaanderen. Ideas will be filtered for the governmental organisation as a consultancy project, but can also be selected for publication in the #32 Ad!dict inspiration book, as awareness and inspirational content. [Possible commercial and confidential ideas can be mailed to info@addictlab.com] LABMEMBER / WHO ARE YOU?

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