Atomium - Vade Mecum 2014 [english]

THE MAGIC OF ARCHITECTURE. THE JOY OF CULTURE. VADE MECUM

P ROG R A M M I N G & P R AC T I C A L

Futuristic & Universal, since 1958 ATOMIUM - VADE MECUM - 2014

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VADE MECUM

ATOMIUM - VADE MECUM - 2014

A very strong brand image

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The star of Instagram

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An unavoidable monument

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A place for exhibitions

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A place of discovery

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A place for events

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Practical information

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The Tour

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Services for partners

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Contacts

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A VERY STRONG BRAND IMAGE

The image of the Atomium is used around the world and serves a number of purposes: • a landmark (identifying Brussels or Belgium) • a symbol of the fifties • an architectural feat • an artistic subject • a guarantee of a certain level of celebrity

The Atomium on the Internet: 873.000 references, 221.000 sites pointing to the website, 5.500 INSTAGRAM’s, 48.000 images shared on Flickr, over 25.000 fans on Facebook, 102.000 images tagged on Facebook and an average of 2.300 unique visitors to the website every day.

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4.500 shots in 12 months

F O R A T S E H T

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AN UNAVOIDABLE MONUMENT

Unavoidable icon of Brussels and Belgium, important place for international tourism, unique creation in the history of architecture and emblematic vestige of the World Fair in Brussels (Expo 58), the Atomium is the most popular tourist attraction of Europe’s Capital.

It symbolizes an iron crystal, magnified 165 billion times, referring to the power of nuclear energy in full development at that time and which was intended for peaceful use.

The Atomium continues to embody its ideas about the future and universality, half a century later. In its cultural program it carries on the debate of 1958: future do we want for tomorrow? Our happiness depends on what?

A UNIQUE SPECIMEN IN THE HISTORY OF ARTS A seminal totem in the Brussels skyline; neither tower, nor pyramid, a little bit cubic, a little bit spherical, half-way between sculpture and architecture, a relic of the past with a determinedly futuristic look, museum and exhibition centre; the Atomium is, at once, an object, a place, a space, an Utopia and the only symbol of its kind in the world, which eludes any kind of classification.

AT THE SAME TIME SYMBOL OF BRUSSELS, BELGIUM AND A WHOLE ERA The Atomium was not intended to survive beyond the 1958 World Fair but its popularity and success soon made it a key landmark, first of Brussels then internationally. Over and above the symbolic value linked to its history, the Atomium has become one of the icons of the city of Brussels: capital of Europe, with which it has a special relationship. Since its inspired restoration (2006), the landmark that many people call the most Belgian monument, is also a museum with its permanent collections and temporary exhibitions.

THE MOST BEAUTIFUL VIEW OVER BRUSSELS By turns described in tourist guides as fabulous, striking, exceptional and magnificent: if you were to believe the experts, the panorama alone is worth a trip to the Atomium. Unlike some of the other viewpoints tucked away in the city centre, thanks to its location on a naturally elevated plateau on the outskirts of town, the Atomium offers the only true 360° panoramic view of the 19 municipalities of Brussels.

AN EXQUISITE RESTAURANT Managed by an independent cook: every day, the restaurant Belgium Taste offers a wide range of treats, from snacks to the typical Belgian gastronomic menu.

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A PLACE FOR EXHIBITIONS Programme 2014 Futuristic & Universal, the Atomium has never stopped remembering the magic of Expo 58 which was the reason for its construction. Themes such as Science, Progress and the Future, still just as relevant today as they were then, are covered by a number of temporary exhibitions throughout the year.

THE ATOMIUM. FROM SYMBOL TO ICON. www.atomium.be / expo58 The new exhibition Atomium. From symbol to icon is spread over 2 floors (levels 1 & 2) and the panorama (level 7). It tells the history of this pavillion of more than 50 years old and how it became, with time, the symbol of the city of Brussels and of Belgium.

Permanent exhibition on three floors base sphere + the panorama [levels 1, 2 & 7]

Using archived documents, photographs, souvenirs and videos from the era as well as countless models, this exhibition will take visitors on a journey back in time to this unforgettable, breathtaking event (base sphere / levels 1 & 2).

In the panorama (level 7) the visitor gets extensive information about the location of Brussels’ buildings and districts. Certain European and world cities are situated as well so the visitor can orientate himself. Finally he can compare images of Expo 58 with what he can see from the panorama today.

For some, this is the perfect opportunity to rediscover this enchanting experience; for others, who know nothing about Expo 58 and its passion for progress, this is a chance to learn about this magical time which still infuses the Atomium with its energ

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THE TEMPORARY EXHIBITIONS www.atomium.be / expo Organised with the support of international institutions, these exhibitions are aimed at the general public, with a special focus on schools who can get the most out of trips with the help of a guide and for some exhibitions a teaching pack.

• MOBILIA

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100 years of Architecture and Design in Belgium.

Mobilia invites its visitors to think about the connections between architecture and design, throughout more than a century of Belgian creation. Using the prism of one architect/one building/one object, Mobilia displays unique original pieces. From Victor Horta to Willy Vander Meeren to contemporary architects and designers, there will be close to 25 profiles presented to the public.

12.02 > 15.06.2014 • ARTVIEW#2

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Sphere of temporary exhibitions / on three floors [levels 3, 4 & 5]

Focus on contemporary art.

ArtView 02

Presented in the context of the Art Brussels international art fair, the original ambition of Artview is to get acquainted as much with those who love and collect contemporary art as with those who create it. While sometimes subject to prejudice, contemporary art may delight or baffle, it can make some amazed or giddy and leave others peeved or uncomfortable; yet it is rarely met with indifference. Artview is not an exhibition in the strict sense of the word. It is a fresh take on what creation is and how art is received and perceived. Artview showcases the lively dialogue that shapes the relationship between artists and collectors, and starts a conversation between collectors and anyone curious about contemporary art.

Spring 2014 • iD2014

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Digital light and sounds installation.

ID (for Innovative Display) is the Atomium’s unique new concept in interior space: tubes, spheres and metal structures are given over to the imagination of and creativity of an internationally renowned artist. Sound, light and digital creations will allow visitors to see the building from a different, contemporary perspective.

25.06 > 31.08.2014 • INTERSECTIONS#3

inter sections#3

ATOMIUM - VADE MECUM - 2014

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Belgian Design.

Intersections#3. Belgian design analyses the very nature of design, somewhere between artistic creation and commercial production. Intersections#3 takes a new approach, looking at three artists, but also at three fundamental areas of contemporary Belgian design. Once again, the third edition of Intersection focuses once again on an important period for creativity in Belgium.

10.09 > 16.11.2014

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A PLACE OF DISCOVERY www.atomium.be / kidsphere Unavoidable icon of Brussels and Belgium, important place for international tourism, unique creation in the history of architecture and emblematic vestige of the World Fair in Brussels (Expo 58): the Atomium presents temporary exhibitions all year long.

So many different options for an enriching and informative school trip, from primary school kids through to young adults.

KIDS’ SPHERE The creation and development of the Kids’ sphere was the result of the Atomium’s desire to create an educational project based on the building’s characteristics and features as well as its history and its symbolic value.

The resulting project invites children to spend a night at the Atomium; to marvel at the panoramic view of Brussels from its spheres; and to make the most of their visit to discover other symbolic parts of Brussels…

As far as the practicalities are concerned, the group of children and their accompanying adults arrive at the Atomium at 6 pm and spend the night there. A film is put on, and all meals and facilities are laid on in the Sphere. The children sleep in small groups (3-4 maximum) in the minispheres, also referred to, rather poetically, as raindrops, which have been specially designed by the Spanish artist Alicia Framis.

The next morning, after breakfast in the panoramic restaurant, there is a guided tour in the Atomium. The experience ends at 10 am.

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PRACTICAL INFO This activity is only intended for primary school children, aged between 6 and 12.

• capacity: between 10 (minimum) and 24 children (maximum), plus 2 accompanying adults (maximum).

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times: Monday, Tuesday, Thursday (outside official Belgian holidays).

Arrival at 6 pm, departure the next morning at 10 am.

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price: 25 € (until Sept. 1st 2014) per person (child and adult) / 30 € (after Sept. 1st 2014) per person (child and adult) Included in the price: > furniture (table and chairs, 1 plasma screen TV + DVD player) > the use of bathroom facilities (1 shower, 3 toilets, sinks) > the night care-takers > the evening meal in the Kids’ sphere as well as breakfast in the panoramic restaurant > a guided visit after breakfast > a fun film to watch in the evening (you can bring your own DVDs) Not included in the price: > insurance > bedding, (please bring a sleeping bag and relatively warm pyjamas), toiletries (towel, soap etc.) > lunch, drinks other than water provided with the evening meal and hot chocolate and coffee/tea provided with breakfast (we do not sell drinks in the evening and do not serve alcohol to adults) > access to other museums or venues outside the Atomium > items and souvenirs on sale in the Atomium shop > any specialist guides during the visit

N.B.: access to the Kids’ sphere is inevitably via stairs. We therefore recommend that parents make sure their children’s luggage is as light as possible, and preferably contained in rucksacks.

BOOKING PROCEDURE All bookings are subject to an agreement between Atomium asbl and the institution, signed before the event.

A deposit of €250 must be paid into Atomium absl’s bank account when the booking is confirmed. The booking comes into effect when this deposit is received. The balance must be paid at least 48 hours before the date of the event. The booking must be confirmed in writing.

N.B.: if the booking is cancelled less than 60 days before the date of your stay, the deposit will not be refunded. Notification of cancellation must be confirmed in writing.

CONTACT Alicia Tirmarche

• alicia.tirmarche@atomium.be •

ATOMIUM - VADE MECUM - 2014

www.atomium.be/kidsphere

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+32 (0) 493 03 44 02

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A PLACE FOR EVENTS www.atomium.be / mice DARE TO EXPERIENCE THE ATOMIUM Unmistakable Symbol of Brussels and of Belgium • an international brand image • a unique piece in the history of architecture • most fascinating building of Europe’s Capital A UNIQUE ATMOSPHERE Stainless steel domes (18 m in diameter) supported by a remarkable metal frame • the most breathtaking panoramic view over Brussels • contemporary and modern lighting, especially designed for the Atomium by the famous lighting designer Ingo Maurer • access to the Atomium’s exhibitions FLEXIBLE SPACES Meetings • seminars • conferences • product launches • team building events scientific - professional events • cocktail parties • gala evenings 6 HIRE OPTIONS • • • • •

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incentives

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cultural -

(CUSTOMISED OPTIONS ALSO AVAILABLE)

a lateral sphere - 200 people two areas in the central sphere - 100 & 50 people the kids’ sphere (viewpoint) - 80 people the upper sphere (panorama) - 80 people the whole of the Atomium (5 spheres including the panorama) - 800 people

FACILITIES

(ON REQUEST)

Furniture (cloakroom, back office, table) • catering • Internet • video projection • sound • lighting • stewardess • convenient parking • easily accessible location (motorway and metro) • excellent value for money.

PRACTICAL INFORMATION AREAS FOR HIRE SURFACE (m2)

Lateral Sphere (Prigogine) Central Sphere (Waterkeyn 1) Central Sphere (Waterkeyn 2) Upper Sphere (panorama) Kids’ Sphere (view point) All of the Atomium

HEIGHT (m)

CONCERT SEMINAR COCKTAIL BANQUET € (EXCL. VAT) (people) (people) (people) (people) Day / Evening

200

8

180

150

200

160

100

5

na

20

80

na

50

5

30

20

50

30

Eve: €1.150 Day: €800 Eve: € 1.000

120

2,4

na

na

80

40

Eve: €1.300

200 1440

8 na

25 na

na na

80 800

40 350

Eve: €1.750 * Eve: €12.000

Day: €2.100 Eve: €2.600

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* Fri. - Sat. - Sun. ONLY (16 people per night)

CONTACT Sandra Libens ATOMIUM - VADE MECUM - 2014

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sandra.libens@atomium.be

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www.atomium.be/mice

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+32 (0)2 475 47 72 12

PRACTICAL INFORMATION www.atomium.be / practical ADDRESS Square de l’Atomium / Atomiumsquare B-1020 Brussels The Atomium is located in the North-East of the city of Brusselsa 5 minute walk from the Heysel / Heizel metro station (line 6) and right opposite Mini-Europe. Free parking for Tourist bus (100m from the Atomium).

ACCESS •

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Tube > a 5 minute walk from the Heysel / Heizel metro station (line 6) Touristical bus (Hop on Hop off) > stop in front of the Atomium. Discounts on presentation of an Open-Tours ticket (www.citysightseeingbrussel.be) Train (SNCB/NMBS) > the B-Excursion option is available from any station in Belgium, and includes a combined Atomium + Mini-Europe package

OPENING TIMES The Atomium is open every day, from 10 am until 6 pm (ticket office closes at 5.30 pm).

ADMISSION FEES 2014 TICKET ATOMIUM: INDIVIDUALS & GROUPS CATEGORY

INDIVIDUAL

GROUP (>20)

FREE

FREE

6 - 11

6

4

12 - 18 / students / ≥ 65

8

6

teachers

9

7

11

9

0 - 6 / coach drivers / disabled persons

adults (19 - 64) COMBINED TICKET ATOMIUM + MINI-EUROPE CATEGORY

(OPEN FROM 14.03.2014 TO 04.01.2015)

INDIVIDUAL

GROUP (>20)

kids (< 6 & < 1,2 m)

FREE

FREE

kids (6 - 11)

15,60

10,40

21

12,20

23,40

18,70

21

14,25

12 - 18 / students adults (19 - 65) seniors (> 65) > MINI-EUROPE: www.minieurope.eu

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PARTNERSHIPS & ADVANTAGES With a BRUSSELS CARD or coupons of MUST OF BRUSSELS, visitors receive an advantageous entrance ticket.

On presentation of an OPEN TOURS ticket (Hop on Hop off bus), a reduction will be granted at the Atomium cash desk. A combined ticket with Mini-Europe is also available with a B-EXCURSION ticket (train, transport from the terminus, admission) from the Belgian railway (SNCB / NMBS).

Upon presentation of the ticket of one the Atomium or the MUSEUMS OF THE FAR-EAST or the PLANETARIUM, you get a reduction on the entrance fee of the other two institutions. This action is only valid for individual tickets.

GUIDE BOOK To deepen their visit, we offer a comprehensive guide book accessible to all audiences. This is the essential complement proposed for free, to enjoy his visit to the Atomium.

• Available in 6 languages (EN • FR • NL • DE • ES • IT) • 24 pages per language • 92 color illustrations per language • Unpublished texts that complement the information from records and audio-guides • Specific plans for easy retrieval • Free download on our website GUIDED TOURS •

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ATOMIUM - VADE MECUM - 2014

To make the most of your trip to the Atomium, we organize professionally qualified guided tours (last one starts at 4.30 pm), on reservation only.

Reservation at least 2 weeks prior to the visit The tour lasts about an hour and half, and will take you from the base sphere to the panoramic views, through all the different-areas open to the public. You’ll hear all about the history of the Atomium – from its construction to its renovation – Expo 58 (permanent exhibition) and the temporary exhibition.

Bookings for groups of up to 25 people. For larger groups, you can book more than one guide.

We do ask that there is at least 1 adult per group of 10 children / students.

Guide (FR • NL • EN • DE • ES • IT • RU): € 80 Contact: Yvonne Boodts • yvonne.boodts@atomium.be • +32 (0)2 475 47 78

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AUDIO GUIDES AND DIGITAL GUIDES

(INTERNATIONAL SIGN LANGUAGE)

AUDIO GUIDES •

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The audio-guides provide a very simple way of accompanying you on your journey around the Atomium and include lots of information about the venue, plus sound clips from the period. The content of the audio-guides covers the history of the Atomium, from its construction to its renovation, as well as Expo 58 (permanent exhibition).

Available languages: FR • NL • EN • DE • ES • IT • PT • RU • 日本語 Hire from the ticket office for € 2.

DIGITAL GUIDES • •

There are video-guides in International Sign language for the hard-of-hearing.

Hire from the ticket office for € 2.

CAFETERIA & TERRACE • •

On the ground floor (open access), in the extension of the ticket office.

Open every day (11 am - 6 pm): snacks, sandwiches, cakes and wafers

RESTAURANT •

Bar & Tea Room during the day: Saturday, Sunday, public holiday and school holiday in Belgium: 10 am - 5.30 pm

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Restaurant during the day: a la carte, brasserie, menu for groups (by reservation only), menu for children. > Monday to Friday: 11.30 am - 3.00 pm > Saturday, Sunday, public holiday and school holiday in Belgium: Noon - 3 pm Restaurant in the evening (reservations strongly recommended): gourmet menu. > Daily: 6.30 pm - 9.30 pm (last entrance) Contact: Belgian Taste: T. +32 (0)2 479 58 50 • F. +32 (0)2 240 15 19 www.belgiumtaste.com

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ON THE (MOBILE) WEB • • •

Full internet site, including photo library and press room iPhone app’ (spring 2014) Second most popular venue in Belgium on Places (Facebook) and FourSquare

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THE TOUR

PART 1: THE PANORAMA LEVELS 0 & 7 - VIA LIFT

LEVEL 8

8

Toilets

Restaurant

7

PART 2: EXHIBITIONS LEVELS 1-2-3-4-5-6: STAIRS & ESCALATORS

FOR HIRE

Waterkeyn Room

5 4 FOR HIRE

CHILDREN’S SPHERE

3

Prigogine Room

Accessible only to primary schools (booking required or during scheduled activities)

6

2 1 TERRACE

ENTRANCE

0

Sandwiches & drinks

EXIT

TICKET OFFICE

Via the shop

Audio-guides Toilets VISIT / PART 1: THE PANORAMA [LEVELS 0 & 7 - VIA LIFT]

0

MAIN HALL [LIFT / ESCALATORS / SHOP]

VISIT / PART 2: EXHIBITIONS [LEVELS 1 > 6: STAIRS]

1

PERMANENT EXHIBITION

5

TEMPORARY EXHIBITION

VISIT / PART 2: EXHIBITIONS [LEVELS 1 > 6: ESCALATORS]

2

PERMANENT EXHIBITION

6

VIEWPOINT

OFF THE TOUR

3

TEMPORARY EXHIBITION

7

360° PANORAMA & TOILETS

TICKETS / ENTRANCE / SHOP / TERRACE

4

TEMPORARY EXHIBITION

8

RESTAURANT

THE PANORAMA

(TOUR / PART 1)

Departure from the ground floor [level 0] with the elevator to the panorama [level 7].

THE EXHIBITIONS

(TOUR / PART 2)

Departure on foot from the ground floor* to the upper levels.

• Permanent exhibition [levels 1 & 2] • Temporary exhibition [levels 3-4-5] • View point [level 6] * This part of the tour includes besides escalators, 80 steps to go up and 167 steps to get down divided over different levels.

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ATOMIUM - VADE MECUM - 2014

The Children’s sphere is only accessible for schools on reservation only or during prescheduled workshops.

The other spheres are technical areas, or exclusively reserved for hire and therefore not open to the general public.

The panoramic restaurant [level 8] is - strictly speaking - not part of the visit but it is freely accessible from level 7 if you want to eat or drink something.

Apart from the upper sphere, which is accessible by the lift, the rest of the Atomium is not easy for people with restricted mobility, and unfortunately it is not suitable for wheelchairs. This is because of the very design of the building, which was constructed at a time when this was simply not an issue.

Everything possible was done during the restoration work in 2005, and we do apologise that we can’t offer easier access to people with restricted mobility. Anyone who needs assistance (people in wheelchairs etc.) must be accompanied.

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SERVICES FOR PARTNERS

PHOTO LIBRARY The image of the Atomium is protected and can only be used under certain conditions.

Exclusively available to journalists and anybody responsible for tourism and cultural promotion: high resolution photos from the photo library can be downloaded free of charge.

• • •

Go to the photo library (www.atomium.be/photo) Click on the picture to enlarge Click on download the original at the bottom of the picture and enter the username (press) and the password (thankyou)

Please not that the copyright must be mentioned with every photo. The image of the Atomium cannot be reproduced or broadcasted without the authorization of the asbl Atomium.

CONTACT •

Info about the photo library: Inge Van Eycken

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inge.vaneycken@atomium.be

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+32 (0)479 95 05 94

EDITORIAL We have a range of standard texts about the Atomium, its history and cultural events for you to use.

CONTACT •

Press officer: Inge Van Eycken

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inge.vaneycken@atomium.be

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+32 (0)479 95 05 94

PRESS RELEASES AND PRESS FILES Photos and press releases about what’s on at the Atomium can be downloaded from the virtual press room (www.atomium.be/press).

You can find photos, press releases and press files about the temporary exhibitions on their dedicated pages (www.atomium.be/expo).

For any other questions, please contact one of the following people: CONTACTS • • •

Content of the exhibitions: Arnaud Bozzini • arnaud.bozzini@atomium.be • +32 (0)2 476 53 20 31 Press officer: Inge Van Eycken • inge.vaneycken@atomium.be • +32 (0)479 95 05 94 Creative director & media production: Axel Addington • axel.addington@atomium.be

POSTERS • ADVERTISEMENTS • INSERTS For events taking place at the Atomium or for which the Atomium is the main partner, our team can take care of all your graphic design needs.

CONTACTS • •

Direction: Julie Almau Gonzalez • julie.almau@atomium.be • +32 (0)474 88 52 58 Creative Director & Copy: Axel Addington • axel.addington@atomium.be

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TOURISM PARTNERSHIPS Are you a guide or a travel agent who wants to include the Atomium in a particular package? Our team can help you create the solution that’s best for you.

CONTACT •

Julie Almau Gonzalez

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julie.almau@atomium.be

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+32 (0) 474 885 258

COMMERCIAL PARTNERSHIPS Would you like to lend your company’s support to an exhibition that everybody’s talking about, or to an innovative new project? Become a partner of the Atomium. We would love to create a new partnership which works for you and us.

CONTACT •

Julie Almau Gonzalez

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julie.almau@atomium.be

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+32 (0) 474 885 258

VENUE HIRE If you’re looking for a practical, unique events venue, ideal for dinners, events, business meetings, product launches, press conferences and cocktail parties, you’ve come to the right place! Have a look at our solutions online, or call our events manager.

ATOMIUM WELCOME PRICE This offer permits to hotel owners to buy entrance tickets at the price of 7 € a ticket in packages of 100 units (this means a reduction of 4 € compared to the regular price).

They can sell them to their customers at the price of 9 € a ticket, which also means an advantage to them (a reduction of 2 €).

CONTACT •

Sandra Libens

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sandra.libens@atomium.be

ATOMIUM - VADE MECUM - 2014

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www.atomium.be/mice

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+32 (0)2 475 47 72

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CONTACTS

Atomium a.s.b.l.

Square de l’Atomium B-1020 BRUXELLES T. +32 (0)2 475 47 75 (365 / 365: 10 am - 5 pm) F. +32 (0)2 475 47 79 www.atomium.be Please contact one of the following, depending on the nature of your request or comment.

MANAGEMENT •

Henri Simons - Director henri.simons@atomium.be

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Julie Almau Gonzalez - Deputy-Director - Commercial & tourism partnerships julie.almau@atomium.be • +32 (0) 474 885 258

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Johan Vandenperre - Deputy-Director - Technical management johan.vandenperre@atomium.be • +32 (0)476 32 37 03

Responsible publisher: Henri SIMONS, asbl ATOMIUM vzw, Square de l’Atomium / Atomiumsquare, B-1020 BRUSSELS - 082013

STRATEGY COMMUNICATION •

Inge Van Eycken - Communication & Press Officer inge.vaneycken@atomium.be • +32 (0)479 95 05 94

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Axel Addington - Strategy - Creative Director - copy - e-community manager axel.addington@atomium.be

SERVICES FOR PARTNERS •

Yvonne Boodts - Reception & group bookings - guided tours yvonne.boodts@atomium.be • +32 (0)2 475 47 78

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Arnaud Bozzini - Curator (permanent & temporary exhibitions) arnaud.bozzini@atomium.be • +32 (0)2 476 53 20 31

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Sandra Libens - Venue hire (MICE) sandra.libens@atomium.be • +32 (0)2 475 47 72

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Bénédicte Lejeune - Shop management benedicte.lejeune@atomium.be • +32 (0)2 475 47 71

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Alicia Tirmarche - Kids’ Sphere (information & booking) alicia.tirmarche@atomium.be • +32 (0) 493 03 44 02