EDITION 3 - 2019
“Making stand building easier”, that is the beMatrix motto. Today, tomorrow, but also in the far away future. Every day, our ‘beManiacs’ give their all to live up to this promise. Because we would like you to be a part of our endeavours as an international trendsetter and pioneer, we are proud to present you this third edition of our beMagazine. We’ll bring you up to speed on the latest buzz in our sector as well as regarding innovations and the endless possibilities of the beMatrix frame system. You will also get acquainted with those who inspire us on a daily basis. Who knows, this might even trigger you to explore even more unexpected and novel ideas.
beInspired!
Table of contents Early adopter of beMatrix LEDskin® Interview with Viking Grandin
The magic of light and motion Interview with Alexander Stragier - light artist
beManiacs in the spotlights Meet Bart & Jan, our LED specialists
beInspired Frames as a service
360° Amsterdam Hidden gems in the Dutch capital
Maximise the ROI of your trade fair participation Interview with Han Leenhouts of Sales & Pepper
Fascinating flops “Failure is a better teacher than success.”
Iconic & clever design Well-known, timeless concepts
Big in Belgium Bashir Abdi & beMatrix: a story about mutual respect
Sustainability and charity go hand in hand Maggie goes to Yezidi – Water kiosks – Ganzeveld forestation
Expo centres with spectacle architecture A comet shows the way - Milano Congressi (MiCo), Milan (Italy)
From A to Z Project in the spotlight
Tips & Advice The beMatrix team takes the floor
Calendar What’s on the agenda for the autumn of 2019?
4 7 10 12 16 18 20 22 24 26 30 32 36 38
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Early adopter of beMatrix LEDskin® Interview with Viking Grandin, founder/owner of Adapt – with subsidiaries in Stockholm (SE), Göteborg (SE) & New York (USA) – and one of the first to follow us in our LEDskin® adventure. Viking is Senior Project Manager at Adapt, a company he founded in 1999 (aged 17!) together with his colleague Jonathan. Since then, they have been active in the event and stand building industry. “Adapt supplies high-tech plug & play solutions for stand building and events. We are active internationally, with clients all over the world. Our focus is to help our Scandinavian clientele with their projects anywhere on the globe, as well as our international clients whose projects bring them to Europe/Scandinavia. We have offices in Stockholm, Göteborg and New York, as well as a large warehouse in Linköping (Sweden).” Since when have you been using the beMatrix stand building system and where/when/how did you discover LEDskin ® ? “We have been working with the beMatrix frame system since 2010. LEDskin ® immediately won us over, since it could signify the start of a revolution in the world of stand building.” Ad apt was an earl y adopter of t he LEDsk in ® system. What do you think are the main USPs of this product? “LEDsk in ® of fe rs today’s stand builde r ple nt y of advantages, of which, according to me, these are the most important ones: Easy to integrate in walls and modular stand building systems Fast to assemble and disassemble No need for additional parts, endless ways to connect several LEDskin ® tiles in any direction, to each other or to the frame, using the same connectors.”
Adapt is active all over the world and recently opened an office in New York even. What made you take that decision and what are your plans in the USA? “We opened our New York office at the end of last year for several reasons. We already have a lot of Scandinavian clients with projects in the US, and a lot of American clients for whom we deploy projects in Europe. Our New York office helps us to work more efficiently, since we find ourselves in the same time zone our partners and clients are in, whom in fact we can now meet face-to-face rather than just by telephone. Our presence in the Big Apple serves as a great source of inspiration for our projects, to us and our team. Over the past months we found that in the USA there most certainly is a market for a business like ours, offering high tech event and exposition solutions with a Scandinavian twist.” If it was up to you, what product/product range/ service(s) should beMatrix develop over the coming years? “In my view, remaining focused on digital solutions is key. All digital screens also require an easy to use video playback system, which would simplify sending content to all digital screens of a stand. We at Adapt frequently use digital interactive video playback systems. beMatrix launching a simple system that is truly plug and play would be so much more effective. If beMatrix comes up with an all-in-one solution, combining an interactive and easy to use video playback system with digital screens, they would make the life of all stand builders worldwide even easier.” What application of the LEDskin® range proved to be the most challenging so far and why?
Why would you recommend beMatrix, apart from their products, to other businesses?
“Actually, while working with the LEDskin® range, we have not been faced with any real challenge. One of its many advantages is its ease of use, no matter how complex the stand’s design.”
“We always had a great professional relationship with the beMatrix team. They provide plenty of support and inspiration for our projects and are always at hand to solve any issue immediately.”
One of the most exciting projects we set up using LEDskin® is a 360° configuration for the exhibition “What’s on the plate – What children eat” in the Fotografiska museum in Stockholm. This project aimed at bringing famine and the situation of the
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children in Africa to life, in 360°! To build this 360° cylinder, we had some parts custom made.” What will be, according to you as a company active in the world of sound and image, the largest hurdles for beMatrix to remain front-runner over the coming years?
“From the point of view of a company like ours I think the largest hurdle for beMatrix will be to keep up with the pace of the digital evolution and product developments – this speed is enormous and forces you to continuously reinvent yourself and to evolve in order to remain in pole position. Digitisation already is omnipresent in the stand building industry, and its importance will definitely grow even more.”
© Adapt (SE)
The magic of light and motion Interview with Alexander Stragier – light artist Bringing objects’ details to the forefront by adding a dimension of light. Not with spectacular effects, but with just some subtle touches. That’s the basis of the artwork of Alexander Stragier (24) of Limen Visual (Roeselare, BE). We had a chat with our home town’s promising visual artist. beMatrix has been following you for a while, but how did they get to know about you? “I design audiovisual installations with light as a key tool. Via 3D projection mapping, I project moving images onto buildings, cars and objects. With that added dimension, the illuminated surface comes to life. I always strive to create optical illusions that trigger emotions and magic. You could compare it to the Ghent Light Festival, only my style is subtler. That inspiring combo of light and motion has been the whole idea behind MOTIONskin®, the only difference being the light source placement behind the object, rather than in front. Since there are similarities, beMatrix approached me for some tests with this new technique. The result premièred at the ISE in Amsterdam last February – and everyone was enthusiastic.” How did you become the video artist you are today? “To go back to the very beginning, we have to start when I was still a child. Using a mainstream projector my parents bought me – after much convincing –, I experimented to my heart’s delight on the white cellar wall. During my student years at the academy and during a course in visual animation, my fascination for the uncountable ways light can be used, grew even stronger. In fifth grade, I switched to arts education and when I was just 18, I was elected cultural ambassador of Roeselare. Meanwhile, projection mapping got me hooked and I wanted to pursue this art form. As a result, I quit my studies in multimedia and communication technology to start my own business and become a self-made man. It has been five years since then, and I am creatively building my road ahead with Limen Visual.”
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In what way does your work stand out? “I find myself in a niche market, so there is not a lot of competition, especially not in Belgium. However, I go for ‘less is more’. Rather than pursuing massive growth by commercialising my most successful installations, I want to keep working on my personal signature style: highlighting details in an aesthetic way and using light to make objects look different. The artistic side of what I do remains primordial. I try to be as unique as possible with my installations. One of my examples for instance is French light artist Joanie Lemercier, but I will never copy him. Even though I use the same techniques, I will always look for different ways to apply them.” How do light and motion add value to a stand? “The majority of exhibitors want to attract attention by standing out as much as possible, using flashy light spectacles or simply by running their YouTube corporate videos on a flatscreen. To me, it can all be done in a much subtler way, and MOTIONskin ® is the perfect solution in that sense. Light animation can help you showcase your product in a more aesthetic and dynamic fashion, it adds a certain mysticism, with the images literally drawing people in. They will want to touch what they see. That is what I aim for with my installations.” How do you see trade fairs evolve over the coming years? “When it comes to creating spectacular crowd pleasers, I guess we have seen almost everything, so I don’t expect a lot of change related to light and motion. Technically everything has come to maturity, but my guess is that the way techniques are applied will change. People will no longer want to pull out all the stops with a combination of several audiovisual master strokes, but rather go a level deeper and provide an all-in-one experience. Over the last years, stands have become more minimal and cleaner, which will translate into the standards for content as well. Many stands are a customised design, and the digital content has to become customised as well. However, the use of light and motion as a proper design feature depends on the budget exhibitors can and want to set aside for this kind of digital content. I hope my installations will convince them to take that step.” From paper to digital image? Go to www.limenvisual.be to discover Alexander’s light creations.
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MOTIONskin® Getting all the attention and having real impact? Combine images, light and motion, thanks to MOTIONskin®. The – at first sight – very basic textile panel hides programmable LEDs to specifically accentuate certain parts of an image. That way, MOTIONskin® adds dynamism to your stand in a very simple yet innovative way. With its 62 mm thickness, the MOTIONskin ® frame fits per fectly with the conventional b62® frame system, in terms of height, width and thickness. The dynamic MOTIONskin® lightbox comes in 4 different standard beMatrix dimensions. It’s so easy – and so beMatrix – to connect various cabinets in any direction with the same tools you use to build your beMatrix stand. Discover the impact of MOTIONskin® on the beMatrix YouTube channel.
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beManiacs in the spotlights: our LED specialists ‘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 ‘beManiac’ label. In this edition, we are happy to introduce our ‘LED guys’ to you: Bart De Maertelaere & Jan Bonny. They are our know-how powerhouses who can turn clients and colleagues into true-blue LED specialists.
CERTIFIED TECHNOLOGY SPECIALISTTM
Bart recently showed his aptitude in all technical aspects, as is expected of a Cer tified Technology Specialist™. He also passed the requirements test of the independent AVIXA Certification Committee. He complies with the CTS Code of Ethics and Conduct, which allows him to carry the Certified Technology Specialist name and CTS® suffix.
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Jan beManiac since 2018 DIY guy mad about watching sports
Bart beManiac since 2017 World traveller, non-fiction adept, vinyl junkie, huge fan of the British sense of humour
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beInspired Frames as a service
Frames as a service Are you confronted with a temporary stock-out of frames or would you rather not pay high shipping fees to get your pallets of frames to the other side of Europe? In both cases, our local rental & service hubs are your answer. They store all standard frames and accessories and will deliver them locally with the utmost care and the urgency you require. beMatrix has rental & service hubs in Belgium, the Netherlands, France, Spain, Poland, Germany, Sweden and the UK. Read more on www.bematrix.com/en/partners/bepartner-rental/
At the start of April, our bePartner · build Verel (NL) took care of stand building at the RoutIT Release event. This annual in-house customer event was held at RoutIT’s offices in Ede (NL). For the occasion, the company fitted out an additional tent at its production facilities with nine stands and a Brainy Lounge, amounting to a total stand surface area of 1,300 m2 and 600 beMatrix frames. Verel has a large range of beMatrix frames in stock, but it had other projects scheduled during the five days it took to build the RoutIT Release event, so its entire stock was depleted. Luckily, Verel knew exactly what to do: contact our local beMatrix rental & service hub in the Netherlands. The necessary frames and accessories were delivered from the rental hub’s stock, meaning this stunning project could go ahead exactly as planned. You can view more stand building projects on www.verel.org/ © Verel (NL)
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beInspired Frames as a service During ICE Totally Gaming 2019, the annual gaming industry pinnacle of the UK, our bePartner • build Symbiosis was tasked by IMG to transform a 420 m² hospitality area in ExCeL London into a Sports VIP lounge. This space boasted a reception desk, bars, 6 meeting spaces, a board room, lounge areas and golf simulators. All structural elements were built with beMatrix frames and filled in with customised elements. beMatrix UK supported Symbiosis in this project, with their service and large stock of rental frames and accessories. You can view more stand building projects on www.symbiosis.co.uk/
“The beMatrix rental service is an invaluable part of the Symbiosis build arsenal. We are rapidly expanding and while we already own one of the largest stocks of beMatrix material in the UK, it’s great to have the back-up of Antony and his team. Quick, efficient & dependable – what more could we ask!” - Nigel Targett, MD Symbiosis
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360° Amsterdam All over the world, Amsterdam is associated with Anne Frank, the Rembrandt House Museum, the ‘Walletjes’ red light district and the coffee shops, with King’s Day quickly gaining a quintessential status as well. Luckily, there is more to ‘The Dam’ and its famous canals, crocheting together a network of great little spots and fascinating must sees.
Just like the Eiffel Tower symbolises Paris and Big Ben stands for London, the canals and impressive façades from the Dutch Golden Age are simply iconic for Amsterdam. Much of the splendour of the past is still intact, with film directors and TV producers lining up to use the city as their décor. Each year, the Dutch capital also receives even more tourists. Away from the masses, even though no mean feat in some areas where crowds quite literally bump into each other, there are spots that you simple have to visit. Sit yourself down and relax in one of the many parks, such as the lush Amsterdamse Bos or the abundantly green Amstelpark. In the Vondelpark, where dozens of rose-ringed parakeets rule the roost, you can attend concerts, lectures and plays, from May through to September, completely for free. Or as they say in Amsterdam: voor noppes.
OUT AND ABOUT BY BIKE Cycling is part of everyday life in Amsterdam and no doubt the most relaxing way to go out and explore. Hop on the saddle and just go where the water – of which you will find more here than in Venice or Paris – takes you. You won’t get lost anyway: the typical half-moon shape will always bring you back to the Amstel. Head to the islands in the Eastern Docklands, where containers and quay cranes have made room for trendy boroughs. The artists and squatters that lived here before would most certainly give a thumbs up to the wealth of nightlife options: music, theatre, bars and restaurants galore! When it comes to urbanism, the trendy Docklands are a real treasure trove. In Borneo-Sporenburg, an apartment building called The Whale dominates the skyline, a
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meteorite of epic proportions and definitely worth that Instagram picture. Once on Java Island, you no longer feel like you’re in Amsterdam. The refreshing and modern take on the centre’s historic façades and the modern renovation of the old foot bridges will have any architecture lover’s heart make a small leap. Not all of the harbour heritage disappeared: some buildings have been beautifully restored, such as the Kompaszaal on KNSM island, which in fact offers you the best sunset experience: the terrace treats you to a 180° panoramic view of the IJ river. True blue daredevils simply cannot miss the A’DAM Tower, not just for the view on the harbour, city centre and its famous canals, but even more so for Europe’s largest swing. ‘Over The Edge’ has you flying at 100 meter height, Amsterdam literally at your feet.
a kind hangout with no less than thirty eateries and bars. Fancy a taco, gastronomic donut or gin-tonic? You have so much choice, no way will you leave feeling hungry or thirsty. Amsterdam of course offers plenty more fantastic bars and restaurants, but one might actually top them all: The Flying Dutchmen, where Tess Posthumus – for years in the top 10 of the best cocktail shakers in the world – mixes the most delicious pre-dinner delights. OTHER HIGHLIGHTS •
NDSM: former shipbuilding yard with a rich mix of street art, festivals, cool shops and restaurants. Accessible by ferry (for free).
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Betondorp: experimental neighbourhood with thousand houses built in concrete, in a kind of brutalism meets art-deco style.
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OT301: a legal squat house with concerts during nighttime.
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Westergas factory: fascinating industrial heritage that hosts a cultural events park, cinema, bars and plenty of festivals.
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City Hall Urinal: a stone urinal so stunning it became an official National Monument.
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Grand Hotel Amrâth Paternoster Lift: one of the last ‘paternoster’ elevators, a continuously moving chain of lift cabins that doesn’t stop or slows down.
CULT & FOOD It is just a small step from the A’DAM Tower to the Eye Museum. Calling this eye-catching building a cinema would do it great injustice, since it also houses a movie museum and a fantastic bar and restaurant. Movie buffs, this is for you: cult classics of the white screen, 70 mm prints, rare documentaries and the best independent cinema, each day between 10 am and 4 pm. Electric Ladyland might even be more fascinating: a sanctuary of minerals, stones and modern art only visible when lit with UV light. By appointment only, so booking beforehand is a must. Forget about that fast food wall: when you start to feel peckish, the Foodhallen are the place to be. Once a tram depot, today a one of
Typical façade and canal
'Over The Edge'
Flying Dutchmen
The Whale
Java Island
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Maximise the ROI of your trade fair participation Interview with Sales & Pepper’s Han Leenhouts A well-thought-out trade fair stand is important, but a fully prepared sales team even more so. What are the most common mistakes you’re still seeing at trade fairs and how would you prevent these? "It’s often assumed that an experienced sales team knows exactly how to behave at a trade fair, but nothing could be further from the truth! I always start my training sessions with lots of questions. This allows me to find out whether the team has thought about its sales approach prior to the trade fair and during the trade fair, who will take care of follow-up and within which time frame, why the company is actually taking part in the fair and so on. If the team isn’t able to provide clear answers to these questions, you know their investment in taking part in the fair is already wasted — unless corrective action is taken. Once I’ve established where the gaps are in their preparation or brief, I can focus the team’s minds over the course of a four-hour simulation session. Any loose ends are then tied up during an on-the-spot session at the trade fair." Which approach do you take to trade fair training? "First of all, let me say this: when you’ve got a cold, you go see your GP. When you’ve got a complicated leg fracture, you go see an orthopaedic surgeon. It goes without saying that you don't want to take any risks with your own health. A gap in your sales approach might not appear immediately measurable or catastrophic, but it can have severe consequences. That’s the reason why more and more companies are preparing their teams as best as they can prior to a trade fair. Here’s how we do it: we start with a thorough intake interview that prioritises the measurable objectives of the customer. Unfortunately, the impact of a stand accounts for less than 50% of the result of taking part in a fair. Next, we immediately get to work based on that information. Often, the trainees find out within ten minutes that trade fair training is a whole different kettle of fish to a ‘normal’ sales training session. At trade fairs, there’s always a large number of unidentified but potentially relevant visitors. We teach sales teams to respond in a fun and interactive manner and develop their skills to attract those visitors. Topics we cover include: •• When do I approach passers-by? (right timing) •• How do I approach them? (without being pushy, and by
•• •• •• •• ••
coming across as genuine instead) How soon do I switch to question mode? How do I delay ‘transmission mode’ as long as possible? What questions should I ask? How do I qualify prospects quickly? What pitch should I use? Customers might already have visited other stands, so how are we different? Do we offer better quality? Do we offer better solutions for their concerns? How are we more customer-focused than everyone else?
Because we’ve attended lots of international trade fairs in the past, most trainees are open to what we’re saying and can get down to business quickly and effectively." In your pocket book Peppertalk 2.0, you provide 224 ice breakers to start a conversation. Which one is your favourite and why? "What would it take for you to return home happy?" When you ask visitors this question, you get a whole host of valuable information: •• Their motivation for visiting the fair. •• Potentially, their exact schedule. •• Links to the market and specific solution. •• Whether they’re visiting in a personal or business capacity. How do you know the beMatrix system and why would you recommend it to others? "My first experience of beMatrix goes back to the days of Delta Matrix and Paul Ameloot (1993). I was working for a stand building company at the time. Our designers were beyond excited about this new system, and that’s before we mention our customers! Stand builders were able to set up a stand in no time and designers were able to design system stands with a large degree of freedom. Since then, the system has got better and better, with the addition of LEDskin® tiles, for example. The arrival of the beMatrix rental & service hubs is another fantastic development. In those days, we only sold stands to our customers. From my personal perspective — the performance of the team on the stand — I can only recommend the system: thanks to its simplicity, you’re guaranteed to finish building your stand in good time. This enables you to focus all your attention on the start of the trade fair, rather than on an unfinished stand." More info & contact: pepper@salesandpepper.com
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Han Leenhouts BIO
© Niké Dolman
Reading tip: Peppertalk 2.0
This pocket book contains 224 ice breakers to start a conversation at a trade fair. In 90% of cases, sales team approach customers with questions such as “can I help you in any way, have you heard about our company, can I tell you a little more about…” and so on. Asking an interesting question often seems like a huge obstacle. This little nook will help you find the right tone: your tone.
Han started his career in the 80s as a DJ. Following a few sales jobs, he started work as a commercial director at a stand builder in the Netherlands. While he was there, he regularly encountered trade fair participants who openly questioned the purpose and benefit of taking part in fairs. Since then, Han started to specialise further in trade fair training. In 2004, he made this his sole focus: together with his Sales & Pepper colleagues, he now travels around the world to motivate and train teams for success at trade fairs.
“A well-trained trade fair team could increase the ROI of your participation by 50%!”
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Fascinating flops Making a mistake is what makes you human. You can learn from failures. And we all know that every cloud has a silver lining. These are just some of the well-meant bits of advice we use to try and help our family or someone close to us needing some support. But what if it really does go horribly wrong? When an innovative idea isn’t successful at all? Well, even the most genius but failed gadgets and ideas still deserve a warm home – that must have been Samuel West’s intention, conservator of ‘The Museum of Failure’.
The Jeff Bezos’ and Mark Zuckerbergs of this world seem to have been gifted with that Midas touch: anything they touch turns into gold, in no time at all. If you believe in fairy tales, that is. However, for every fantastically brilliant idea, there is a multitude of failed predecessors: no iPhone without the flopped Newton MessagePad, no Ford Mustang without the Edsel, maybe even the most expensive stupidity of the car industry ever. beMatrix, world player in modular stand building systems, continuously invests in innovation and surfs the waves of technological and digital developments. Does this mean that every novel idea or disruptive concept by definition becomes a huge success? Not at all. And that is no problem. Most times, these stumbling blocks, these deadend concepts and prototypes that splutter and implode in fact become a breeding ground for that one, eagerly awaited success.
American psychologist Samuel West has dedicated his Museum of Failure to this, let’s be honest, rather amusing fail to win process and has been touring the world with his exhibition since 2017. His collection features 113 objects to date and keeps growing. Companies that initially refused to even speak to Samuel, hiding away because they felt ashamed, now pick up the phone themselves. Failing is no longer frowned upon, but integral to the creative process. Especially for beMagazine, Samuel has listed his 4 most favourite flops.
“Failure is a better teacher than success.”
-Samuel West
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Colgate Beef Lasagna At some point in the 1980s, toothpaste manufacturer Colgate launched a range of frozen ready meals, including a beef lasagne. It soon turned out to be a mistake, due to the brand’s strong associations with oral hygiene and minty flavours. But what’s even more astonishing is Colgate's response: when the product — or rather, a replica, as Samuel West was unable to find any examples of the original packaging — entered the Museum collection, Colgate’s lawyers were adamant they’d never heard about a beef lasagne. That leaves two options: either Colgate has a poor memory, or they’re talking a load of baloney. One other fascinating thing to note though is that Colgate has never officially denied the existence of a frozen ready meals range... Nokia N-Gage In 2000, most people carry a mobile phone in one pocket, a Nintendo or Gameboy in the other. Nokia decided to combine both into one device, the N-Gage. Nokia, the Apple of its time, however launched a poorly designed phone: to transform it into a games console, the batteries needed to be removed, then the chip changed and the cover removed as well. Whilst calling you needed to keep the flat side by your ear, resulting in the most hilarious sight which gave the N-Gage its nickname ‘Taco Phone’. Small detail: Nokia only developed two games for its ‘gaming phone’. Pringles Fat Free In 1996, Procter & Gamble thought they reinvented the wheel with Olestra, a low calorie fat substitute. The launch of Olestra created quite the buzz, since it tasted fine and you could eat as much as you want without gaining weight. However, P&G forgot to mention the most important side effect of Olestra: diarrhoea. The packaging didn’t mention you can only eat 5 a day maximum – rather peculiar for a fast food product that is supposed to contain hardly any calories. Olestra will join the ranks of historic mishaps known as ‘Diarrhea Chips’… Deadly for a new product!
Kodak It is a little known fact that Kodak invented the digital camera in 1974. But since digital cameras didn’t require any film roll, Kodak quickly shelved the idea. In 2001, Kodak came up with the predecessor of Instagram, just to trigger clients to print more photos. Selling expensive film rolls and photo paper remained Kodak’s core business. In 2012 Kodak files for bankruptcy, ironically the same year in which Facebook takes over Instagram for 1 billion dollar.
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Iconic & clever design There is a good reason why the beMatrix frame system, since its introduction 25 years ago, has remained untouched: to this day, the system still proves its worth thanks to its fast assembly and disassembly, seamless design and unlimited reusability. Some brands are just as clever: their design has been the same for decades, since that’s how consumers recognise them, they are timeless and solid to their core.
Cola bottle A bottle that still is recognisable when it is in bits on the floor… Cola Cola came up with an ingenious plan when, back in 1915, they launched a competition to transform their straight bottle into an eye-catching feature, with a design so strong people would know the product just by touch only. The Root Glass Company, tasked with the design of the famous contours, found inspiration for the organic roundness in the cocoa bean, mistakenly to have thought to be part of the secret recipe. A ‘mistake’ that would become a worldwide icon. Would there be anyone today who doesn’t recognise a cola bottle? Not only did the design trigger the senses, it also became a muse to many an artist and musician. Warhol used it as a symbol of mass culture, blues musicians played slide guitar with the neck of the bottle; hence the name ‘bottleneck guitar’. These days, the famous drinks manufacturer does not rest on its laurels; 2009 saw the launch of the PlantBottle, containing 30% material of vegetable origin, which has to become 100% over time. A new icon in the making?
Lego How timeless power can be hidden in pure simplicity, is proven by a tiny building block that first saw the light in the shed of Danish carpenter Ole Kirk Christiansen. The name Lego in fact preceded its making; a homemade word derived from ‘leg godt’, meaning ‘have fun playing’. Later on, it seemed that in Latin Lego translates as ‘I put together’ or ‘I collect’. A lucky fluke, since Christiansen would be the first to manufacture and commercialise the modular building blocks at a large scale; and in plastic! Initially hollow at the bottom, later with hollow tubes for more connection options. Christiansen epitomised what it is to be an entrepreneur; he wasn’t going to let a setback or negative criticism, or a burnt out workplace, the Great Depression or the use of plastic in toys, defeat him. Today, Lego is the second largest toy maker in the world. Millions of kids are having endless fun building and creating all kinds of constructions, and enjoy the occasional visit to Legoland…
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Barcelona Chair Practical, stylish, no frills: when Ludwig Mies van der Rohe and Lily Reich based their design for a chair, customised to the German pavilion of the 1929 Barcelona world exhibition, on an antique folding chair, no-one could have predicted how this simple, white goat leather seat would become the embodiment of functional luxury. Today the seat and ottoman are available in different colours and part of many an interior in banks and offices.
Post-it A straightforward case of serendipity, these well-known sticky notes, namely: coming up with something without having been looking for it. In 1968, American chemist Spencer Silver rather by coincidence discovered a kind of glue that keeps thin sheets of paper together. Sticky little balls provided just enough sticking power to stay together, as well as still being easily removable. But what do you do with such invention when what you are really looking for, is super glue? Art Fry came up with the solution. Frustrated with the bookmark that kept falling out of his choir book, he wanted to sell bookmarks that would be easily removable, without leaving any trace of glue on the page. After a difficult start as a bookmark at 3M, the stickies did conquer the world as notepads. Another coincidence: the lab next to the Post-it team only had yellow scrap paper at hand at the time‌
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Big in Belgium Bashir Abdi and beMatrix: a story of mutual respect beMatrix is very fond of anything sports related, as well as contributing to all kinds of charity projects. That combination brought us to long distance runner Bashir Abdi and his non-profit organisation Sportaround. Our collaboration isn’t just coincidental though, rather the contrary. It is the next logical step in a personal story of friendship and respect. When Somalian-born Abdi arrived in Ghent as a refugee in 2002, the first step towards integration was to learn the language. He was taught Dutch by teacher Ann, wife of our C!O Edwin Van der Vennet. She was also the one who helped Abdi to get reunited with his family. “To this day I am so thankful for that”, Bashir states during his high altitude training in Sululta (a famous training ground at 2500 m altitude, north of the Ethiopian capital Addis Abeba). “I consider Edwin and his family as my family. They just passed by here at training camp to show me some support. Their visit has boosted my energy and hunger for a win at Tokyo 2020.” Apart from mental support, up to the 2020 Olympics Bashir can also count on financial support by beMatrix. Despite his silver medal at the 10,000 m at last year’s European Championship in Berlin, his goal has become the marathon. “This is not the first time beMatrix helps me pave that road”, continues Bashir. “Also, before I was contracted by Sport Vlaanderen, they already sponsored me. Without that financial help, I might never have become a professional athlete. It is just fantastic that after all those years, our roads cross again. In exchange for their support, I am more than happy to give beMatrix more visibility. In my opinion, their products are really handy and user friendly. And just like me, they aim at being part of the international top.” Sportaround, the Ghent-based charity Bashir co-founded, is supported by beMatrix. “This organisation focuses on offering sports facilities to kids from less privileged backgrounds in the Ghent area. Bashir is their figurehead. Similar to these children today, Bashir, now 30, had to integrate into the community all those years ago. Sports became an important part in that process. “Apart from being a professional athlete and hard worker, Bashir also is a role model to youngsters with regards to dedication to his profession and the way he integrated. He has a heart of gold and really is such an example of what a multicultural society and tolerance look like. beMatrix most definitely subscribes to these values. This partnership
underpins our vision of corporate social responsibility”, highlights Edwin. The idea for Sportaround was born in 2012, when Bashir was in Ethiopia with Bert Misplon for altitude training. Apart from their heavy training schedule, the duo also had time to travel around and experience the reality of this country first hand. Back in Belgium, Bashir became Belgian champion cross country and together with Bert he founded the charity. Their initial goal was to set up a long-term project in Ethiopia, but that dream was postponed once they saw how much they could actually do in their home town of Ghent. Sportaround has since become a
“I will never forget what Edwin and his wife did for me and my family. The fact they sponsor me now is just amazing. Me running a top marathon at the Olympics is my way of thanking them.”
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sports charity aiming at keeping kids from poorer backgrounds off the streets by offering them workout classes after school and teaching them social skills. “My sport has given me so many chances. Via this charity, I can give something back”, concludes Bashir.
together with my brother and with the support of beMatrix, I had a couple of water kiosks built on the border between Ethiopia and Somalia. After the Olympics, we want to bring a similar initiative to life, as well as starting a school that offers education and sports.”
The plan to set up projects in Ethiopia has not been buried though; beMatrix already voiced their engagement to support him. For Bashir, the future is bright: “With a good result at Tokyo 2020 I hope to win more businesses over. In 2017,
One year before the Olympics, beMatrix crosses their fingers Bashir will not suffer any injuries and fully supports him in the run-up to the main sports event in the world. Meanwhile, he already is the new Belgian marathon record holder!
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Sustainability and charity go hand in hand As a dynamic company with an international action radius, we deem it important to promote sustainable entrepreneurship outside of the company walls as well. Every year, a set percentage of our profits is allocated to investments in national and international projects, carefully selected and always aligned with our philosophy.
beMatrix supports ‘Maggie goes to Yezidi’ At the start of this year, beMatrix CEO Stefaan Decroos met with Benjamin Denef of DMOA Architects. With innovation being a cornerstone of both businesses, they have one other thing in common: they offer a solution for temporary constructions that are sustainable at the same time. You most probably already know the story of beMatrix. So let us tell you a bit more about Benjamin Denef, driving force behind the Maggie Program. Maggie Program is the non-profit department of DMOA architects, a forward-thinking architect and engineering firm based in Heverlee (BE). They deploy their specific know-how for small-scale construction projects, such as novel solutions to be used in remote areas or conflict zones, to help give people on the run in their own country access to health care, schooling and independence. Their first brainchild was the Maggie shelter. This construction looks like a tent but has the same qualities a permanent building has. Its design is based on thirty life-saving criteria. The structure itself consists of an easy to assemble aluminium frame, covered with a double layer of canvas, which serves as walls and roof. The gap between the layers can be filled with locally available material, such as insulation, sand, natural material and even plastic waste. Maggie Shelter is a sustainable and insulated temporary and modular building
They need ADEQUATE CONSTRUCTIONS …
BUT ONLY HAVE APPROVAL FOR TENTS
with a life cycle of up to 15 years. Some time ago, Panaga NGO contacted DMOA Architects. Panaga NGO is an independent and local organisation that sets up educational and trauma healing programs for refugee children in their home country. Mainly active in the Duhok region (Northern Iraq), they got in touch with DMOA Architects to explore options to build an education centre in the Shariya camp in Duhok, using the innovative Maggie shelter. This camp is home to over 20,000 mainly Yezidi refugees, of which 9,000 are children.
MAGGIE SHELTER looks like a tent, but boasts features not dissimilar to a permanent building thanks to the double layered wall with insulation.
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Once Panaga’s plan was clear, DMOA came up with an all-in-one solution: three Maggie shelters fitted with sustainable insulation material, Low E-lighting (LED) and a safe low temperature floor heating system. This infrastructure will offer a safe haven to the entire community and serve as a signal of hope after conflict. After hearing this story, all of us here at beMatrix wanted to fully support this initiative and decided, as part of our corporate social responsibility policy, to offer financial help. The Maggie team travelled to Iraq between April 24th and May 14th, 2019, to build the entire construction and get it up and running in two weeks. Finally, they got the permission to install the Maggie shelters in the town Sharya, which is a much nicer place for the children. Check out their adventures on www.maggie-program.org/ or: www.fb.com/maggieprogram www.instagram.com/maggie_program_vzw/
Maggie goes to Yezidi FACTS & FIGURES Goal: to build and education centre to help children that suffer from war trauma Where: Duhok (Northern Iraq) What: Shariya refugee camp Who: 20,000 people (Yezidi), of which at least 9,000 are children How: Panaga NGO, Maggie Program and DMOA Architects have joined forces and create possibilities for these children in need Š DMOA Architecten (BE)
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In the second edition of beMagazine we wrote about our tree planting campaign in nature reserve ‘Ganzeveld’, as well as our decision to support the build of water kiosks in Ituri. We keep a close eye on both projects and would like to share an update with you.
Water kiosks in Ituri (DR Congo) Before the build of the water kiosks can start, all necessary preparations need to be in place, which is in the hands of the locals. Trenches for the main line have to be dug for example. That water main is of course vital to transport the water from the higher located well to the borough. Each family has been asked to dig a minimum of 5 meters. The main will have a length of 16 kilometres, which is quite the distance to dig by hand, especially in a stony surface. Join For Water succeeds in digging about 300 meter per day, thanks to the help of the local community. A professional team will then straighten the trench and install the piping.
Protos became Join For Water Protos was founded in 1977 by a group of students and has since then transformed into a professional charity with a focus on water and water management. At the start of this year, Protos was renamed ‘Join For Water’; a new name that encompasses the NGO’s mission and is closely associated to their current activities. For more information, please visit https://joinforwater.ngo
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Ganzeveld forest extension project The young trees we planted on Sunday, November 25th, 2018 in nature domain Ganzeveld (Aalter, BE) are now in full bloom.
Did you know... That attaching pieces of pure and unwashed sheep’s wool to the young trees avoids scraping and nibbling damage. The smell of the sheep deters fallow deer and roe deer. Spring is the best season to attach the wool, tying it firmly to a small branch away from the stem, so that it cannot become ingrown.
© Koen Martens
© Join For Water
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Expo centres with spectacle architecture By no means should 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 image is in the past, since these days, event buildings are designed as eventful explorations in modern architecture. In this edition, we take you on a visit to the MiCo (Milano Convention Centre), a more than interesting example of how an event hall can become pure architectural art.
A comet shows the way - Milano Congressi (MiCo), Milan (Italy) Renowned Italian architect Mario Bellini built the Portello exhibition complex in Milan between 1993 and 1997. Not even 11 years later, the building was up for demolition… Luckily it was Bellini himself who got tasked with its transformation. And what a transformation that has become! The MiCo without a doubt is a grand example of no-holds-barred architecture. Bellini definitely did not choose the easy way, but indeed the most spectacular one. Right over the roof of the original building, which basically is a large square, Bellini draped a curvy roof, not unlike a sheet of wrinkled paper, consisting of 8000 parts of glass and ultra-thin micro perforated aluminium, supported by the already existing pillars. The entire structure feels light and transparent, stunningly reflecting the early morning hazy light, the mist, the clouds and the sun; each element acting as an amazing postcard that demonstrates Milan’s versatility. On the outside, but also once indoors, this silvery crown creates a sensational, almost futuristic view especially at night time, when the MiCo bathes in colourful and intense lights. That’s where Bellini’s impressive addition’s nickname ‘La Cometa’ stems from. This otherworldly, new creature is destined to become Milan’s newest landmark.
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The MiCo in numbers:
© Raffaele Cipolletta
•
54,000 m² of exhibition space
•
18,000 seats
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73 modular rooms and halls
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Maximum height: 47.5 m
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Numbers of tons of steel for the entire structure: 800
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Wifi network with a speed of 1 gigabyte per second
© Mario Bellini Archive
© Raffaele Cipolletta
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From A to Z Working with beMatrix means that you can count on continuous support by a professional and experienced team that synchronises its thinking with yours in all phases of your project. It starts with the design: your drafts are translated into a technical 3D drawing, with detailed parts lists and clear assembly drawings. We also make a render of the beMatrix structure, so you get a first impression of the possible end result.
Spotlight project: Renson @ Batibouw 2019, Brussels (Belgium) Design: Dirk Driehuijzen, D3H (BE) • Build-up: Next Level (BE).
Original design
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3D drawing beMatrix
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The result
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Š Next Level (BE)
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The beMatrix team takes the floor
“Healthy food is a hot topic and a trend I love to follow. You can find healthy recipes on 1001 websites, blogs and apps, but as a mum of 2 it’s a challenge to cook meals they will like as well. Finding a recipe that doesn’t come with an endless list of ingredients or requires half a day in the kitchen also takes some doing. That quest for tasty, kids-friendly and simple recipes led me to discover a blog called The Green Kitchen Stories. Creators of this concept are Swedish couple David and Luise. They post delicious and simple vegetarian recipes, using natural and pure ingredients. Their three children are the ultimate test panel, ensuring the dishes deserve the ‘kidsproof’ mark. What’s great about their blog is that every recipe comes with a story (hence ‘The Green Kitchen Stories’) and fantastic photography. So do visit www. greenkitchenstories.com or get your taste buds tingling by visiting their Instagram posts (gkstories).” © Green Kitchen Stories
“As an amateur film maker with limited funds it always is a challenge to make professional level productions with affordable equipment. Today’s generation of (action) cameras and even smartphones in most cases offer very good quality whilst still friendly priced.
Mario
PRODUCTION
At the moment I am most happy with the DJI Mavic Air drone. Small, lightweight and easy to use. Thanks to this drone, I now make tapes that only a couple of years back seemed totally out of reach: aerial images of landscapes, buildings, cities… Every time I use this little marvel, I am amazed by how much more beautiful our world is seen from above.” www.dji.com/be/mavic-air
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“Eventually we came to a good compromise… My boyfriend wanted to buy a billiard table, but I did not like the idea of a man cave, nor did I fancy having such table in the middle of our living room. He then suggested to buy a new dining table that could easily be transformed into a billiard table, but also has a nice design. Both of us happy! What’s more: our billiard/dining table has already been the scene of many a memorable moment with family and friends.” Kwenny
RECEPTION
“The best surfer out there is the one having the most fun.” A life’s lesson I try to pass on to my kids. I used to be quite the surfer myself. These days we take a surf break twice a year, so I can teach my children the tricks of my former passion. Earlier this year we went to Costa Rica, this summer our family will be riding the waves in Galicia (Northern Spain).”
“ALS or Amyotrophic Lateral Sclerosis is a condition of the motor neurons in the spinal cord and brain stem. The brain loses its power to control muscle movement, which leads to progressive loss in the use of limbs, problems swallowing, speech impediment and trouble breathing. In most cases, this disease progresses fast and is fatal. I learnt about ALS via a friend at The Bearded Villains, Alain Verspecht, or ‘Bearded Lenny’ as we call him. Alain has been diagnosed with ALS in 2007, but that did not stop him. In 2012 he started the charity ‘Een hart voor ALS’ (www.eenhartvoorals.be), a young and dynamic non-profit organisation with a clear mission: to support and facilitate scientific research in the field of ALS. Alain uses his ‘Bearded Lenny’ alter ego as a figurehead for his T-shirt collection, which you can find in all shapes and sizes, most of them with a motivational quote. The aim is to raise awareness regarding ALS, with all proceeds Markus SALES
going to the ALS Fund.” www.beardedlenny.com/
Bart
MAINTENANCE
Agenda autumn 2019 JUNE 2019
NOVEMBER 2019
06-07/06 beMatrix Summer Academy (USA)
22-24/11 LDI, Las Vegas (USA)
11-13/06 beMatrix Summer Academy (BE)
06-07/11 beMatrix Winter Academy: Atlanta (USA)
12/06
beMatrix LEDskin® Academy (BE)
12-14/06 Infocomm: Orlando (USA) 27/06
beMatrix Local Academy Germany, Hirschaid (DE)
DECEMBER 2019 04-06/12 EDPA Access: Tucson (USA) 10-12/12 beMatrix Winter Academy (BE)
JULY 2019 03-04/07 Evento Days, Madrid (ES)
For more information about future events, visit www.bematrix.com/en/events/.
Imprint beMagazine is published by beMatrix – Wijnendalestraat 174, B-8800 Roeselare – T. +32 (0)51 20 07 50 – www.beMatrix.com
EDITION June 2019
EDITOR IN CHIEF & LAY-OUT Magalie Urbain – m.urbain@beMatrix.com Yoran Van Vynckt – y.vanvynckt@beMatrix.com
CONTRIBUTORS Viking Grandin (Adapt) – Bart, Anneleen, Jan, Kwenny, Mario, Markus, Pieter, Kheda (beMatrix) – Bashir Abdi – Han Leenhouts (Sales & Pepper) - Katrien Bonne - Stijn Vanbiervliet (Text'R) - Alexander Stragier (Limen Visual) - Verel
PHOTOGRAPHY Alamy – Koen Therry (beMatrix) – Lenzer – Marc Wallican - Shutterstock - Adapt (SE) - Verel (NL) - DMOA architecten - Niké Dolman - Koen Martens - Join For Water - Raffaele Cipolletta - Mario Bellini Archive
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.
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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