EDITION 4
This fourth edition of beMagazine is completely dedicated to EuroShop 2020, the world’s number 1 retail trade fair, where all movers and shakers for the future will be on show. In this magazine and at our EuroShop 2020 stand (G01-05, hall 5), you will discover the way beMatrix will astonish the world of stand building once again! So, let’s get inspired by the diverse content of this edition and read all about how the concept for EuroShop came to life.
beInspired!
Table of contents Campaign 2020 Behind the scenes
beMatrix as missing link for fast growth Interview with Rob Brooks from Modex (UK)
A-team A collection of the best talent
beManiacs in the spotlights Get to know our R&D department
beCAD testimonials Feedback first users
From A to Z Project in the spotlight
Düsseldorf From small village to world city
beMatrix @ Euroshop 2020 Fair and floor plan
Big in Belgium ROA - anonymous, contemporary street art artist
beInspired So much more than stand building
Expo centres with spectacle architecture NECC, Shanghai (China)
Sustainability and charity go hand in hand Plan beeMatrix • forestation • Maggie goes to Kakuma
Tips & Advice The beMatrix team & bePartner takes the floor
beMatrix teambuilding 2019 Talent wins games, but teamwork wins championships
Calendar What is on the program in the spring of 2020?
4 6 8 10 12 16 20 22 24 26 34 36 38 40 42
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Behind the scenes at the photo shoot of our new campaign images In the world of beMatrix, the sky is the limit. This world is filled with contradictions. Extremes even. Untameable. This world simply wouldn’t fit just one nametag. Just when you think you know everything there is to know, a new side to beMatrix emerges and will take you by surprise. That was the scope of our campaign in 2018, as a context for exhibiting the versatility of the beMatrix system. In visuals, in animations, in text. That resulted in three main images that have been integrated in all our communications. At the end of last year, we returned to the studio for two new campaign images. For our stand at EuroShop 2020 in Düsseldorf (DE) we shot the image ‘be expressive < > be inventive’. A visual that perfectly captures what the beMatrix system stands for and at the same time totally fits with our stand concept for this fair. The second image has been created for the launch of our new Xtreme solutions. These Xtreme solutions allow you to increase the size of your stand even more, without having to compromise on style and stability. The look in the eyes of our ‘be strong < > be stylish’ Viking expresses more than words could ever say. Would you like to know more about this new product range? Then check the brochure on https://www.bematrix.com/en/downloads/. On page 10 and 11 our R&D team proves how strong our Xtreme solutions really are. You can discover all campaign images on our website via https://www.bematrix.com/en/ about-us/new-campaign/, on our social media and in all our printed communication.
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beMatrix, your missing link for fast growth Interview with Rob Brooks, CEO of Modex (UK), as a front row witness of the way beMatrix frames enable fast and easy assembly of an endless array of stands. Over a period of five years, the British stand builder was able to increase their number of stands fivefold!
From 20 to 100 stands per month in only five years, those numbers really are impressive. What caused this spectacular increase? “We used to use a different modular system, but is was more complex, which had an adverse effect on the speed of our operations. That changed in 2014, when I was contacted by the beMatrix sales representative in the UK. I immediately felt the modular frame system with big holes had everything to work faster and more effective. I became convinced beMatrix could deliver the right system to enable us to not only build more stands, but also become more efficient. With a minimum of frames and connectors we could build an infinite variety of different stands. Five years on, I can honestly say my gut feeling did not deceive me: today, with 28 employees and about 30 subcontractors, we build over thousand stands per year.” So back then, in 2014, did you swap from one system to the beMatrix system just like that? “Obviously we considered the pros and cons but we did not need that much time to do so, really. In the end we took a – be it calculated – risk to use all our available cash to buy our first beMatrix stand. This new system most definitely survived its acid test at Light + Building in Frankfurt. After that, we never went back to the old system.
Do you also use the beMatrix rental service? “We will always prefer buying to renting since that way we can keep tight rein on the budget, allowing us to invoice a fixed price per square meter. But in peak periods or in case of a last minute request, we do knock on the door of beMatrix UK to rent frames and LEDskin®. Thanks to their rental service we can turn a telephone conversation with a client into a stand in no time at all.” Over the past years, what do you regard as beMatrix’ most important innovation? “Definitely the switch to the 62 mm frames with a fabric slot around the edge to easily mount textiles. We produce the latter in-house, so we are able to deliver stunning, seamless stands. Similar to the way back in 2014 we were certain the system would be a huge success, we believe that in the near future there are more great innovations to come.”
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The beMatrix system simply gives us what we require. beMatrix’ goal is to make the life of stand builders easier, which indeed is the case. Taking into account that our mantra is ‘systemize and simplify’… it was just written in the stars one day our roads would cross.”
modular system allows us to offer customised solutions for all kinds of projects. Our stock of standard frames – the largest in the UK – gets us quite the way, but, for specific projects, beMatrix can manufacture ‘specials’, based on our drawings. These are frames with a special shape or extraordinary dimensions. That is just one of the many ways we work together closely.”
What is it that makes the beMatrix solutions so unique? “Their simplicity! With a minimum of frames and connectors, we are able to erect stands fast, easy and without any special tools. We always apply the same principle, however, the result is always different. You could therefore say that one
build
â&#x20AC;&#x153;Five years ago, we built our first stand with beMatrix frames. From that moment on, our business went interstellar.â&#x20AC;?
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A-team /Ç?,eÉŞË&#x2C6;tiË?m/ â&#x20AC;˘ noun A collection of the best talent forming a group of advisors for an organisation.
In short, that is the definition of the beMatrix A-team. Innovation is engrained in our DNA and has made beMatrix to what we are today: a trailblazer in the world of modular stand building. Our industry evolves continuously and the same is true for us. What better way to align with the marketâ&#x20AC;&#x2122;s needs, than to gain advice from professionals and their everyday experiences? Our R&D team indeed collaborates closely with a selection of customers in order to optimise existing products and develop new solutions. These advisors of course know the stand building world and the beMatrix products like the back of their hand. Since the start of the A-team in 2014, plenty of products have been launched based on the opinion of our advisors. Below, we would like to zoom in on a couple of these products.
The main benefit of the SAM Light is the 2-in-1 principle: with one simple switch, you change from cold to warm light.
The T-rex also â&#x20AC;&#x201C; a strong and durable cutting tool to cut silicon edges at the aluminium flanges â&#x20AC;&#x201C; is the result of feedback of the A-team. Since this cutting tool became part of our portfolio, you can still adjust textiles whilst building your stand, so there always is a perfect fit.
For the development of the 360° concept we actually started from the idea that our frames cannot only be installed vertically but that there are so much more options. Thanks to the validation of this idea by the A-team, the adjustable foot and reinforcement bracket were introduced, enabling to also build floors and ceilings with our standard frames.
One of the things stand builders were stressing most about were door fittings. The lock as well as the hinge often caused issues. Keys got lost time and again and occasionally builders literally blew their top, when the hinge caught their sleeve. đ&#x;&#x2DC;&#x2039; With the launch of our renewed pivot door, we offered a solution for both issues! Since 2017, these doors come standard with a combination lock and textile door handle.
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beManiacs in the spotlights: R&D 'beManiac': a person who has an excessive enthusiasm or desire for beMatrix. At beMatrix, not only do we continuously invest in the quality of our products and services, but also in our people. Our aim is to have the right people in the right place. Our employees are proud to carry the â&#x20AC;&#x2DC;beManiacâ&#x20AC;&#x2122; label. In this edition, we are happy to introduce our R&D team. They are the driving force behind the innovative character of the beMatrix frame system and its applications.
Xavier
Stefan
beManiac since 2016
beManiac since 2019
Loves (indoor) football, cycling and romping with his sons
Hobbies: hiking in nature, cycling and DIY projects
Brecht beManiac since 2017 Hobbies: running, swimming, sound & light
Jens beManiac since 2019 Plays classical guitar
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Edwin beManiac since 2004 Hobbies: mountain biking, travelling, architecture, design, fashion and sustainability
Manuel beManiac since 2019
Maarten
Hobbies: volleyball, hiking and gardening
beManiac since 2017 This Oxfam volunteer is passionate about indoor soccer, photography and travelling (camping)
Filip beManiac since 2011 Enjoys cycling, badminton and culinary delights
Toni beManiac since 2018
Samantha beManiac since 2014 This creative beManiac doesnâ&#x20AC;&#x2122;t only draws and paints, she also makes her own jewellery
Forest dweller and DIY enthusiast
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Creating and managing beMatrix stands become child’s play with the beCAD online design tool Our mission is ‘Making stand building easier’ – simply put: making our clients’ life easier. Not only do we continuously invest in innovating our product range, at the end of 2019 we launched an online design tool that allows stand builders to 24/7 draw their stands and generate price offers and panel plans. That way, more time can be spent on the perfect finish. Thanks to the beCAD design tool you are able to create, control and calculate your beMatrix stand in no time at all. But then, you don’t need to take our word for it. Instead, have a read through the experiences of some beMatrix customers who already use our beCAD tool.
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Göker Çetin, Project Manager at Simplex Mimarlik (TR) “We use beCAD every day. The tool has a user friendly, fast and no-nonsense interface, so integration in our business infrastructure was very easy. beCAD in fact allows us to create double the amount of projects in the same timeframe, compared to before. Today, we can complete the design of over 10 projects in just one month. To Simplex, this is rather huge since we are newcomers in the industry. I design about half of these projects – and I am not even a designer! My favourite feature? No doubt, that must be the ‘calculate connectors’ button. Normally, it takes a lot of time to make all calculations regarding connectors and mistakes are easily made. But that’s in the past.”
"I design about half of our projects using beCAD and I am not even a designer!”
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Pontus Pedersén, Marketing & Sales at NöjesByrån (SE) “Before I became acquainted with beCAD, I had no experience with CAD tools. It was all brand new to me. Myself, as a designer, and the project manager now use beCAD all day long. Vileda and TelliQ for example both are clients for whom we used beCAD to design their stand. There are multiple advantages; however, the most important benefit to me is the fact you can adjust the construction in the sense that you are guided to first use the frames you have on stock. Handy! I would definitely recommend the tool to colleagues in the industry: it is fast, saves time and you immediately have a customised bill of materials!”
Bram de Vos, Commercial Director at De Standbouw Koning (NL) “The first time I saw beCAD it was still in development phase, in which De Standbouw, being a bePartner, was involved. Already that was a positive experience, even though some features weren’t as user friendly as we would have liked – but those bugs have been smoothed out before the current version went live. This way of collaboration is so beMatrix! Not only do they develop innovative solutions, they also really take in all feedback from their clients. Since then, beCAD has become a main feature of our entire design process, for the sales team, designers as well as project managers. We now can deliver projects in a faster and better way. We also know what parts are required and can check availability right away. Calculations, positioning… it all has become extremely simple. Lastly, beCAD generates an exact technical drawing, which we can consequently use during the set-up of the stand.”
“This way of collaboration totally is so beMatrix: not only do they develop innovative solutions, they also really listen to their customers’ feedback.”
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Bruno Roquette, Director at Standbuilder (UK) “Being a bePartner, we had access to the tool at a very early stage in the development process. From the beginning the tool proved easy to use and after a couple of adjustments everything fell into place. This online tool offers my team plenty of useful features: creating technical drawings faster, instantly calculating connectors and, more than anything, a much easier way to really bring a stand design to life during a client meeting. Everybody who works with the beMatrix frame system should use this tool! It simply is the best solution to quickly and easily draw a stand and manage it, involving the entire team in the process: from creation to follow-up
ONLINE DESIGN TOOL
1/ EASY CREATION • • • • •
Online platform, no downloading User-friendly interface Drag & drop functionality Up-to-date product catalogue Automatic calculation of connectors
2/ EASY CONTROL • Generation of full parts list • Generation of panel plan • Project management
3/ EASY CALCULATION • Instant quotation • Whenever/wherever • Edit and review functionality
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From A to Z Project focus: beMatrix @ EuroShop 2020, Düsseldorf (DE) To help us realise our EuroShop 2020 stand concept we engaged the creative thinkers and builders of Deusjevoo (BE). Since they also are a client, they know all the ins and outs of the beMatrix system. But they are much more than stand builders… they also build decors, and that particular expertise totally lifted our stand to the next level! The stand’s concept perfectly reflects what we stand for. The outer shell is an old factory, a solid structure that has been there for several decennia (just as the original frame system with large holes). Inside you’ll find a modern laboratory, a reference to the innovative character of beMatrix. In this space all existing products and newest novelties of our vast portfolio come together. Similar to our existing campaign images, we created a new split image for EuroShop 2020, depicting this idea: a Rockabilly chick for the vintage style on one side and a futuristic lady on the other side – a link to our innovation lab. The result adorns the cover of this magazine.
First design
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3D drawing beMatrix
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3D preview
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Behind the scenes: material choices @ Deusjevoo, Genk (BE) Deusjevoo didnâ&#x20AC;&#x2122;t chance anything! Since they are decor builders, they possess all required know-how to select the right materials and create the envisaged atmosphere. The beMatrix marketing team visited their office to check out the different finishing options and then decided on the brilliant infills for our EuroShop 2020 stand.
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Düsseldorf: from small village to world city Planning to spend a weekend in Düsseldorf? You might see some eyebrows being raised… but for no reason at all. The bustling capital of the German region of Nordrhein-Westfalen is a warm meeting place for graffiti art, futuristic architecture, a relaxing Rhein promenade and the longest bar in the world. A weekend in Düsseldorf? For sure! You can savour Düsseldorf in many ways, each of them giving you a taste of a totally different side of the city. Take the Rhein for instance, that stately river running straight through the town centre; strolling along its banks along the ‘Rheinuferpromenade’, a long award-winning boulevard attracting plenty of people and where you’ll always find something to do, is just great.
Especially the lower part, close to the water, is one long stretch of inviting terraces and fun bars. The ideal spot to try an Altbier, the typical herbal beer and flagship of the many urban breweries. With some luck you might even be able to attend a festival. Düsseldorf and music… it’s a love affair. Kraftwerk bleeped their first electronic sounds here and top model Claudia Schiffer once was a regular in the club scene. One of Europe’s best autumn festivals is the New Fall festival, named after the new talent taking to the stage, such as Michael Kiwanuka, Balthazar, Kaiser Chiefs, Oscar And The Wolf and many, many more… FLOSSIS
Medienhafen: Das Colorium & Roggendorf-Haus
Medienhafen
Feel like some futuristic, spectacular architecture? Medienhafen is the place to be! This old harbour was given an extensive make-over and has become one of Düsseldorf’s coolest hotspots. Get your camera ready for Das Colorium by British artist Alsop: Mondriaan definitely has influenced
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the concept of the façade, with the typical colour blocking. Or the Roggendorf-Haus: it seems your regular house at first sight, if it wasn’t for 24 brightly coloured dolls with feet that are way too big, called the ‘Flossis’, climbing it. The dancing houses by Frank Gehry, America’s stellar architect, are totally fantastic. These buildings have become one of Düsseldorf’s symbols: weird asymmetrical sculptures with the middle building in stainless steel reflecting the two outer walls in white and red stone. Maybe you prefer to see Düsseldorf from a lookout. In such case be sure to take the elevator to the observation deck of one of Düsseldorf’s most iconic landmarks, the Rheinturm. Pretty impressive, with its protruding windows making you feel you are hanging over the edge. STREET ART WALHALLA Düsseldorf is home to a large number of museums, such as the K20 and K21, but as such you can come across real gems right on the street, like the Kiefernstraße, centre of the alternative scene and the walhalla of graffiti and street art: a 180 meter long boulevard, with on one side façades in crazy colours and scenes. You won’t know where to look first. The KIT, an unused traffic tunnel, has been turned into an eccentric museum with futuristic spaces, magical light installations, graffiti worlds and fantastical pieces of art. Shopping is another must-do in Düsseldorf. Apart from the fact that the city, with over 800 showrooms, has been dubbed fashion capital of Germany, there is also the Königsallee, almost a catwalk for exclusive boutiques and couturiers and a hotspot to see and to be seen. Don’t forget to pass by the Kö-Bogen, a brand new hyper modern shopping centre of which the façade definitely is worth a visit.
Kiefernstraße
Kö-Bogen
SPIRITS IN A BUNKER The longest bar in the world? Yes, also in Düsseldorf, with 5 urban breweries and hundreds of bars and beer houses. No shortage of beer in any case, but be sure to try a Killepitsch, a blood red herbal liquor made here for the first time in a WWII bunker. Top tip: go to Et Kabüffke, literally ‘the small space’, a very special bar without beer, but filled with spirits and interesting locals. For those who want to eat, Lido Hafes is the place to be: a futuristic cube floating on the water. Or why not have some sushi in Little Tokyo – did you even know Düsseldorf is home to the largest Japanese community in Europe?
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beMatrix @ EuroShop 2020 Hall 5, stand G01-G05 Thanks to the beMatrix system, your creativity should know no boundaries, but you probably already knew this. We would not be beMatrix however, if we didn’t keep pushing boundaries. Innovation to us is the key to success. We keep creating new options applicable with our system. Within our industry, the digital shift definitely is manifesting itself, so we ride the wave. We took our first steps in 2017 with the launch of LEDskin®; now we add an extra dimension with our digital solutions. For our exhibition stand at EuroShop 2020 – the world’s largest retail trade fair – we grouped these solutions in an imaginative design including some clever innovations that will amaze even the most experienced beMatrix aficionado. ‘Making stand building easier’, that’s what it is all about
G01
G05
The beMatrix stand has been split up into different zones. Zones 1 & 10 are the reception area with desk, bar and forecourt, adorned with some incredible street art. These spaces have been given the feel of an old factory, with a vintage look. Zones 2 to 9, containing the innovative part with all existing and new beMatrix novelties, have been set up like a laboratory: •
Zone 2 – the patchwork demo corner – with an exhibition of our different types of lightboxes;
•
In zone 3 the new range of doors is showcased;
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Zone 4 is a large open space with iZi desks, where our account managers are happy to explain you more about our pallet of options;
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Our brand new beMatrix staircase takes you to zone 5, the double deck construction;
•
Via the tunnel (6) you arrive in zone 7 for an exclusive experience, including a 360° LEDskin® set-up;
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Zone 8 is dedicated to our rental & service hubs;
•
In zone 9 you get to know everything about beCAD, our new online design tool. You will be greeted by a giant stopwatch shaped like an old water tower, which will take you to the next show – a real eye-catcher!
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1
3 2
10
4
5
9 8
6
7 Curious to see the actual result? Keep a close eye on our website and social media for photos and videos of EuroShop 2020!
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Big in Belgium Ghent-based street artist ROA: world famous and unknown at the same time Making a lasting impression with a temporary construction, that is what stand holders using our system strive for. Of course we also want to create maximum impact when we exhibit at a fair ourselves. That is the reason for giving our stand at Euroshop Düsseldorf 2020 a street art look. The inspiration for this project came during a team building event in Ostend, when we cycled past a meters high artwork by ROA. Please meet one of Belgium’s internationally most renowned, but at the same time most mysterious and hard to track down street art artists. Not much is known about the person behind the ROA pseudonym, except that he lives in Ghent and does not like media attention much, even though he belongs to the world’s best street artists. Rather than words, this Belgian street artist prefers his artwork to do the talking: meters high wall paintings of animals in a very recognisable style. In our own country, you can find them on façades in Doel, Ostend and mainly Ghent, but ROA’s fame reaches far beyond our shores, with references from Mexico, Puerto Rico, New York, South Africa, New Zealand, London, Berlin… Armed with paint rolls, graffiti cans, a mask and cherry picker, he turns drab walls of on many occasions dilapidated buildings into amazing eye-catchers.
Whale - Stavanger (NO)
Impressive animal paintings Animals are ROA’s favourite subjects: an owl in Hasselt, a chameleon in Malaga, a jumping wolf in Rome or a 3.5-meter-high rabbit in London, or even a 25-meter-high numbat in Australia: despite these gigantic dimensions, ROA depicts all animals with an incredible eye for detail. For fur or feathers for instance, he will use hundreds of fine lines. In a number of works bones, muscles and organs are visible. The choice of animal depends on the actual location and the wall the graffiti will appear on. Windows and door openings are being integrated in the design of the black and white creations, with the stance of the animal being defined by the shape of the wall. Work that conveys a message By his choice of depicting (many a time dead or endangered) animals, ROA hopes to increase awareness about animal welfare. Stacked horses, an emaciated rabbit, exotic animals in cages…ROA’s creations seem to transcend their aesthetic value by their plight against animal cruelty. Without any words, not even needing any interviews to make an impact, this artist conveys a strong message. Homebase Ghent, international top For years, the abandoned Malmar factory in Ghent was ROA’s favourite playground. This legacy of at least fifty invaluable drawings was about to disappear when plans for the largest cohousing project of the city were approved. Luckily, the drawings have been saved. Via gateways in the old factory walls, both inhabitants and passers-by will still be able to enjoy ROA’s art. Call it a permanent open air exhibition. It is a great way for the city of Ghent to honour one of its most famous residents, even though his identity remains a definite mystery.
Rats - Coney Island, New York (USA)
Rodents - Ostend (BE) Photo teambuilding 2018
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Did you know …
Heron - Ghent (BE)
•
… Roeselare-based light artist Alexander Stragier, mentioned in the previous beMagazine, brought ROA’s heron in Ghent to life?
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… in 2011, ROA made a number of pencil and pen drawings for the video of U2’s song ‘Sleep Like A Baby Tonight’?
•
… in 2014, ROA contributed to Arne Quinze’s ‘North West Walls Street Art Project’? Back then, he painted for Rock Werchter a series of sea containers with thirteen imprisoned exotic animals.
•
… ROA’s murals are permanent as well as temporary? Because of a renovation – and not without quite some protest – last year for example ‘sleepy pigs’ was destroyed, one of the little amount of works by ROA in Brussels.
•
… ROA’s work also is part of the permanent open air exhibition The Crystal Ship in Ostend? During our team building day in 2018, the façade was part of our graffiti bike quest.
Book tip: ROA Codex We already were fascinated by the work of ROA, but during the time of writing this article, a book on the work of this anonymous street art artist came out, and we were ones of the first to buy it. Publishing house Lannoo named the ROA Codex ‘art monography of the year’ – which is no exaggeration. Over 352 pages, you are treated to a great anthology – in text and mainly images – of the huge black and white animal drawings ROA adorns buildings all over the world with.
ROA Codex is available via Lannoo’s website and priced at 65 euro.
ROA, at work in London (UK)
Beaver - London (UK)
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beInspired: so much more than stand building The beMatrix system is ideal for temporary constructions: it’s simple, fast to assemble, lightweight and offers an endless array of finishing options. ‘Temporary’ should in any case not be taken literally at all: not just stands, but also think showrooms, pop-up stores, congresses or all kinds of other events for which the beMatrix system is simply perfect. In this article we aim to inspire you with examples of temporary constructions for which beMatrix turned out to be the ideal partner.
Showrooms Carlsberg Byen opts for a modular showroom Stand builder Faust Dyrbye is extremely proud of this showroom for Carlsberg Byen, a development firm transforming the Carlsberg area into a new district of Copenhagen. To unveil their real estate projects to the public, Carlsberg Byen created an interactive showroom. Faust Dyrbye, responsible for the realisation of this project, however had to deal with a couple of important requirements for the stand set-up. The building was listed, so using screws in walls, ceilings and floors was an absolute no-go. Also the exposition in the showroom had to be reconfigurable, flexible and mobile.
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Team Sunweb goes experience with beMatrix
This Experience Centre – which is part of the Sunweb headquarters – includes a showroom with bikes and biking gear, a wall of fame and a space that is dedicated to the sponsors. Pretty unique for a cycling team! The Experience Centre has been built using the modular beMatrix frame system, which makes it easy to transform quickly at any time.
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Over the past years, it has been credo number one amongst marketers: immerse your clients in experiences. Sunweb Cycling Team had the exact same idea in mind. Together with our Dutch bePartner • build Verel we started exploring all kinds of avenues, with a truly stunning result: the Keep Challenging Experience Centre in Deventer (The Netherlands).
build
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The Digital Jungle German stand builder and AV specialist AMBION designed a truly fabulous showroom. With the explicit intention to present their new products and technology applications to clients and partners in a spectacular way, AMBION created a Digital Jungle: a kind of labyrinth leading you to discover all novelties. One of those innovations is the beMatrix LEDskin® product range. Halfway down the showroom a curved LED wall was built, leaving the structure still partially visible. AMBION also programmed generative content, enabling visitors to see their own movements projected onto the LEDskin® wall. At the end of the tour, the showroom zoomed in on the endless possibilities the beMatrix system has to offer, in the shape of a large frame construction will all different kinds of finishing materials: wooden slats, metal gauze, plexiglass, different kinds of panels and even moss… topped off with a number of LEDskin® tiles for an interactive result. A standard beMatrix stage set-up was installed next to the demonstration frame – easy as can be!
“We are a huge fan of the beMatrix system and the endless options it has to offer.” -Joey Schotte, AMBION
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Event LEDskin® on the catwalk It doesn’t always have to be complex or extravagant. The same client, AMBION (DE), built a simple but nonetheless impressive LED wall for seeFASHION19 – a large annual fashion show of graduates in fashion design of the Kunsthochschule Berlin Weißensee. Main eyecatcher was the middle piece on the catwalk, a straightforward set-up using no less than 25 m² LEDskin® tiles and a number of standard beMatrix frames.
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beInspired Multifunctional pop-up store out of beMatrix frames In the spring of 2019, Quick-Step launched a concept never before seen in the world of cycling: they created the Quick-Step Floors Cycling Team Pop-up Store in the Ring Shopping in Kortrijk (BE).
Experience, Merchandising and Team Heritage became the cornerstones of the concept of this Quick-Step Floors Cycling Team pop-up store. It became an exhibition, an event venue and (souvenir) shop in one. The experience store was the place to be for Quick-Step cycling gear, gadgets as well as their partnersâ&#x20AC;&#x2122; products. There even was a smoothie bar to relax after all the excitement.
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The pop-up opened with a press conference before the Omloop Het Nieuwsblad and closed after the Paris-Roubaix weekend. A large number of activities was organised for the fans, from photo and signing sessions with cyclists to competitions and workshops with the mechanics.
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beInspired Exhibitions 100 th anniversary of Nikon To celebrate the centennial of Nikon, UC-Belgium Mindmover transformed the Groot-Bijgaarden castle into the ideal event location. The exhibition space as well as the walls at the reception were erected using beMatrix frames, all from beMatrix Belgiumâ&#x20AC;&#x2122;s large rental stock.
100 th anniversary of the Coca-Cola bottle The iconic Coca-Cola bottle had its 100th birthday, so the Coca-Cola company, together with creative agency ASTOUND Group (CA), organised a travelling exhibition with some of the most eye-catching and memorable artworks, even a painting by Andy Warhol! Goal of the â&#x20AC;&#x2DC;Coca-Cola Bottle Tourâ&#x20AC;&#x2122;: to create an all-in experience and to have people become re-acquainted with the brand and the iconic Coca-Cola bottle. Light, sound, smell, taste and touch: everything came together in order to offer visitors the most exquisite Coca-Cola experience.
The exhibition travelled around the world, which was a challenge for ASTOUND, since the construction not only had to withstand all kinds of weather, but also had to be lightweight and compact, in order to be easily assembled, disassembled and transported. As a loyal beMatrix client, they just knew our modular frame system was the best solution. They were right to put their trust in our aluminium frames: ASTOUND as well as multinational CocaCola were extremely happy about the way things went as well as the success of this spectacular international exhibition!
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Expo centres with spectacle architecture Why would you automatically associate event halls or conference centres with boring concrete boxes, built with solely practical purposes in mind – namely the need for square meters – rather than with an exciting array of shapes? That first image is in the past, since these days, event buildings are designed as exciting explorations of modern architecture modalities. In this edition, we take you on a visit to the Shanghai National Exhibition and Convention Centre (NECC). Join us and discover how a four-leaf clover really is a lucky charm for plenty of exhibition visitors.
National Exhibition and Convention Centre (NECC), Shanghai (China) Architecturally, China has always had a preference for huge and impressive buildings. It is home to some of the tallest high risers in the world as well as to a 6,000 km long Chinese Wall meandering the country… The new congress centre in Shanghai indeed had to therefore live up to – quite literally – huge expectations. With a total surface of no less than 1,47 million sqm – yes, you read that correctly – you could state ‘mission accomplished’. Surprisingly the four-leaf clover served as a source of inspiration, a cute little plant: four gigantic five story exhibition halls and a central, 7 floors high tower at the heart.
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The NECC boasts a total of 500,000 sqm exhibition space, of which 80% is covered and 20% is outside space. Apart from exhibition halls, this enormous complex also features a central commercial square, office buildings, a 536 room luxury hotel and 6,000 parking spaces. All amenities are interlinked with an eight-meter-high Exhibition Boulevard, so itâ&#x20AC;&#x2122;s very easy for visitors to move from one area to another. Whatâ&#x20AC;&#x2122;s more: for all operations-related movements, separate transport routes ensure safe and efficient flow of services and goods within the complex. With such dazzling numbers, we can only establish that Shanghaiâ&#x20AC;&#x2122;s most remarkable landmark can call itself the largest congress centre in the world.
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Sustainability and charity go hand in hand Plan beeMatrix This year, beMatrix expects some real buzz at the HQ in Roeselare (BE). We have subscribed to support a brand new project to save the Belgian bee population! Bees are not doing well today. Natuurpunt – a Belgian independent volunteer organisation that protects vulnerable and endangered nature in Flanders – has established the bee population has diminished by about 25%. In 2015, bee mortality rates in our country were twice as high as the European average. Trying to save bees might sound a little idealistic, but in fact, when you look into it, it really isn’t. Laura Coucke, beManiac and passionate beekeeper herself, confirms: “Should the honeybee become extinct, we can forget about popular food such as apples, strawberries, tomatoes and coffee.” Bees indeed are responsible for important crops that are used for human consumption. Several external factors cause the bees to be in a very vulnerable position right now; especially over the winter months, when no less than 10% of the bees die. No doubt the varroa mite also contributes to these figures dwindling. The varroa mite is a deadly Asian parasite that actually reproduces in honeybee colonies. During winter, bees normally stop procreating because of the cold. However, due to climate change and milder temperatures, the queen bee does not stop breeding, giving the varroa mite free rein. Additionally, there is the extended use of pesticides by farmers, a downright disaster for bees. These chemicals kill the already weakened bees in no time at all. Since ‘every little helps’ we will welcome a bee population at the beginning of March 2020 at our headquarters. By June, the count of this population should already be over 50,000. We already started to make our premises as bee friendly as possible by planting plenty of perennial plants and bulbs which will make for quite a colourful entrance in spring. There are aslo shrubs and trees close by to provide the required pollen. We even hope to surprise our beManiacs with a jar of our own honey!
“Should the honeybee become extinct, we can forget about popular foods such as apples, strawberries, tomatoes and coffee.
Did you know… A bee population has only one queen bee? In summer, she is capable of laying up to 2,000 eggs per day. A bee colony consists of 80% to 90% workers (female bees). Male bees, also called drones, are indeed a minority. The workers have a lot on their plate: cleaning the hive, feeding the larvae, fetching nectar and pollen…
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beManiacs join forces for more forest once again Just like we did in 2018, beMatrix has pledged to sponsor one square meter of forest for every five aluminium frames sold. In 2019, we added no less than 18,000 m² of woodland! On Sunday, November 24th, a large group of the beMatrix team, together with Natuurpunt volunteers, happily helped to plant the sponsored trees in nature domain Doeveren in Zedelgem (BE). It was a great fun and spade filled morning, even with animation for the little ones.
Maggie goes to Kakuma In 2020, beMatrix will proudly sponsor another Maggie Charity project named ‘Maggie goes to Kakuma’! Kakuma is a city in the northwest of Kenya (KE), known for the refugee camp with over 186,000 refugees, of which more than half are children. Their situation is dire, with one of the biggest issues being a shortage of solid school infrastructure and competent teachers. Koen Timmers (awarded the ‘Global Teacher Prize’ in 2018 as one of the best teachers in the world) and the Maggie Program (the non-profit department of DMOA architecten) launch a joint initiative to build an ‘Innovation Lab School’ for the children of Kakuma. They set themselves two targets: to give children access to good education in this training centre on the one hand and to offer a safe place for refugees to be trained into competent teachers on the other hand. beMatrix is more than happy to financially support such great and meaningful projects! To stay up-to-date on this initiative, please go to https://maggie-program.org/.
Get to know the beMatrix crew
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A while back my girlfriend and I moved in together. During the renovation of our house we realised we had spare space where once stood a classic piano. Neither of us plays the piano, so we decided to sell ours. I love scouring through websites such as Facebook Marketplace, 2dehands.be… you can always find a great bargain. This bar immediately caught my eye. We both liked it and have not regretted our purchase for a minute. It is no doubt a great addition to our living room and a nice place to enjoy some pre-dinner drinks with friends and family. Of course this bar would not be complete without a collection of enamel plates.
Jelle CAD
Always welcome for a chat at Bar Vanackere!
How do horses touch people so much? It is almost impossible to not feel anything when you see the beauty of a horse. A horse completes a landscape.
Nele
HR
Every heart, both of humans and animals, radiates a magnetic field. The larger the heart, the larger the field. When people find themselves close to the strong magnetic field of a loving horse heart, we are immersed in empathy. Horses, since they are social creatures, react to that empathy. They connect to us. A little too melodramatic for you? Horses are just great delightful!
I was looking for a relaxing hobby. Something like yoga, but a bit more active. A hobby I would not get bored of, that calms me down and gives me a feeling of doing something useful. I discovered the wondrous world of bees, which proved to be a perfect match. When I saw the inside of a beehive for the first time, I was just fascinated. My heart still makes a little leap when I see a bee being born, when I am able to spot the queen, when I observe a bee dance or when I taste that gorgeous, pure honey. Beekeeping isn’t as easy as you might think. It requires quite a bit, like making screens on time, ensure you manage the size of the swarm, keep varroa under control… just some jargon that for sure gets used in any conversation between beekeepers. You also need to exude some kind of calm, since any unexpected or uncontrolled move is answered with the bees zooming loudly, as a warning. The calmer the beekeeper, the calmer the bees. Soon there will be a beehive at beMatrix HQ, which I find thrilling! The sound of my bees makes me happy every day.
Laura SALES
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.bePartner takes the stage Our bePartner · build Bulik Standbouw, together with brewer Jef Pirens, launched their own beer. Curious? Let’s have a chat with Sofie Vandenbriele, Bulik’s managing director. The 6,66% Blackout beer started its existence after a brainstorm with friend-brewer Jef Pirens. As a brewer, he wanted to broaden his horizon and we as a stand builder aim to remain creative and trend setting at all times. Why would you, being a Flemish business, give a bottle of wine as a relationship gift when you have the option of giving a personalised beer, brewed just around the corner? Every year, we choose a certain campaign gadget. The creative nature of that gift for our clients, prospects and other business relations is really important in our line of trade. Gadgets such as pens, notebooks and other generic items just aren’t for us. For a while we opted for a box of Lego building blocks (in reference to the beMatrix system), a wallet ninja (bank card sized Swiss army knife) and now for our own beer. Not just a bottle with a personalised label, but a truly customised label and unique taste. It is really unique, relatively low in cost and versatile in how we can integrate it in our corporate story. As Belgians, we are known for our beer, so our international contacts will definitely enjoy a fun Belgian beer with a great story. Blackout symbolises our business: a little stubborn, creative and rock ’n roll. It represents our business persona and our no-nonsense approach. It’s a “mindfucking blonde beer”. Why? Blackout is a dark beer, but has a blonde recipe, which causes a bit of confusion. Which is exactly what we wanted. We launched Blackout with real grandeur: a social media campaign, a promotion video, Facebook page… you name it. This customised beer definitely adds value to the Bulik marketing strategy and our stand hospitality – I most certainly recommend it!
Sofie
MANAGING DIRECTOR BULIK STANDBOUW
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Teambuilding Who uncovers The Mole? Our annual team building is an unforgettable day for the team and simply cannot be missed out on. On August 26th, 2019, all beManiacs got together in the Flemish Ardennes for a game filled with intrigue, but especially requiring close team work. Theme of this sun filled team building day was the television program ‘The Mole’ (De Mol). Just like on tv, the beMatrix team members had to execute certain tasks to find out who amongst them wanted to sabotage the game. The physical and mental activities proved how close we are as a team. We ended the day with a tasty BBQ – bottoms up!
“Talent wins games, but teamwork and intelligence wins championships.” - Michael Jordan
Stefaan Decroos (CEO) is very proud of his team: “beMatrix never stops growing! Over the past years, we saw significant growth in all departments, at a high pace. Our projects are as fantastic as they are and the growth of our product portfolio is as impressive, thanks to that feeling of connection and the transparent way of working together. Only our talented team giving their all every day can make that happen. A heartfelt thank you to all beManiacs!”
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Agenda spring 2020 FEBRUARY 2020 11-14/02 ISE, Amsterdam (NL) 16-20/02 EuroShop 2020, Düsseldorf (DE)
MARCH 2020 29-30/03 EXHIBITORLIVE, Las Vegas (USA)
APRIL 2020
MAI 2020 11-13/05 Experiential Marketing Summit 2020, Chicago (USA)
JUNE 2020 03-06/06 beMatrix Summer Academy (USA) 13-19/06 InfoComm, Orlando (Florida, USA)
01-02/04 EXHIBITORLIVE, Las Vegas (USA)
For more information about future events, visit www.beMatrix.com/nl/evenementen/.
Imprint beMagazine is published by beMatrix – Wijnendalestraat 174, B-8800 Roeselare – T. +32 (0)51 20 07 50 – www.beMatrix.com
EDITION February 2020
EDITOR IN CHIEF & LAY-OUT Magalie Urbain – m.urbain@beMatrix.com
CONTRIBUTORS Alexander Stragier (Limen Visual) - Bram de Vos (De Standbouw Koning) - Brecht, Edwin, Filip, Jana, Jelle, Jens, Koen, Laura, Maarten, Manuel, Nele, Samantha, Stefan, Toni, Xavier (beMatrix) - Bruno Roquette (S tandbuilder) - Göker Çetin (Simplex Mimarlik) - Katrien Bonne (Roular ta) Pontus Pedersén (NöjesByrån) - Rob Brooks (Modex) - Stijn Vanbiervliet (Text’r)
PHOTOGRAPHY Koen Therry (beMatrix) - Marc Wallican Peter Verplancke (Lenzer) - Shutterstock
ILLUSTRATOR Phavin (Designer + Illustrator)
DISCLAIMER This magazine’s content has been diligently pu t together. Information subjec t to changes. beMagazine is copyrighted. Should you want to copy or use articles for commercial use, please contact marketing@beMatrix.com.
re!nventing stand building systems
beMatrix head-office Belgium Wijnendalestraat 174 B - 8800 Roeselare T. +32 51 20 07 50 info@beMatrix.com www.beMatrix.com
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