atomium - vademecum 2013

ATOMIUM - VADE MECUM - 2013 1

Futur is t ic & Universal , s ince 1958

Vade MecuMp roga m m i n g & p r ac t i c a l

T H E M A G I C O F A R C H I T E C T U R E .T H E J O Y O F C U L T U R E .


A very strong brand image p. 4

The star of Instagram p. 5

An unavoidable monument p. 7

A place for exhibitions p. 8

A place of discovery p. 10

A place for events p. 12

Practical information p. 13

The Tour p. 16

Services for partners p. 17

Contacts p. 20

Vade MecuM


a VeRY STRONG BRaNd IMaGe

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

The Atomium on the Internet: 873.000 references, 221.000 sites pointing to the website, 4.000 INSTAGRAM’s, 48.000 images shared on Flickr, over 15.000 fans on Facebook, 82.000 images tagged on Facebook and an average of 2.300 unique visitors to the website every day.

préc suiv1 2 3 4 5 6 7 ...

(47 227 résultats)

T H E S T A R O F

4.500 shotsin12 months


aN uNaVOIdaBLe MONuMeNT

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

aT The SaMe TIMe SYMBOL Of BRuSSeLS, BeLGIuM aNd a whOLe eRa

The Atomium was not intended to survive beyond the 1958 World Fair but its popu-larity and success soon made it a key landmark, first of Brussels then internation-ally. Over and above the symbolic value linked to its history, the Atomium has be-come one of the icons of the city of Brussels: capital of Europe, with which it has a

special relationship. Since its inspired restoration (2006), the landmark that many people call the most Bel-gian monument, is also a museum with its permanent collections and temporary exhibitions.

The MOST BeauTIfuL VIew OVeR BRuSSeLS

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

aN exquISITe ReSTauRaNT

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

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

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

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


a pLace fOR exhIBITIONSprogramme 2012 - 2013

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

expO 58: The exhIBITIONwww.atomium.be / expo58

Symbol and most important monument of the Expo 58: it is natural that the Atomium dedicates two levels to this unique event in Belgium’s history. Following on from the success of the exhibition Expo 58. Between Dream and Reality, celebrating the 50th anniversary of Expo 58, the Atomium, the magical home of “Galaxy 58” brings you a new permanent version: Expo 58: the exhibition.

The Atomium has acquired 30 original or contemporary models representing different pavilions from Expo 58. These have been restored and created by Ghent University using archived documents to make sure the reconstructions were faithful to the originals.

Using archived documents, photographs and videos from the era as well as countless models, this exhibition will take visitors on a journey back in time to this unforgettable, breathtaking event. For some, this is the perfect opportunity to rediscover this enchanting experience; for others, who know nothing about Expo 58 and its passion for progress, this is a chance to learn about this magical time which still infuses the Atomium with its energy.

Permanent exhibition on two floors / base sphere

[levels 1 & 2]

n e w p e r m a n e n t e x h i b it i o n f ro m J u n e 2 01 3

The aTOMIuM: The SYMBOL TO The IcON.A brand new journey through the story of the Atomium from the draft until today.


The TeMpORaRY exhIBITIONSwww.atomium.be / expo

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

BRUNFAUT’S • Progressive architecture

Pupils of Victor Horta (a leading figure in Belgium’s Art Nouveau movement), Gaston, Fernand and Maxime Brunfaut were responsible for many architectural landmarks constructed in Brussels and throughout Belgium between the 1920s and 1960s. Children of the 20th century who believed in “a better future”, the Brunfauts expressed this hope through their progressive architecture: a style where

the function, shape and arrangement of the elements are dictated by social concerns. Archives, drawings, models and previously unpublished accounts will illustrate this in-depth look at modernist architecture.08.02 > 09.06.2013

id2013 • Innovative display (sound, light, video, cintetic)

ID (for innovative display) is the Atomium’s unique new concept in interior space: tubes, spheres and metal structures are given over to the imagination of and creativity of an internationally renowned artist. The 2013 concept will be the result of Franco-Belgian co-operation between Digital System, Lab(Au) and Antivj. Their sound, light and digital creations will allow visitors to see the building

from a different, contemporary perspective.16.08 > 22.09.2013

wow is Now • Tomorrow is for today

With its theme of a new science-based humanism and the desire to build a “more humane” world for the modern man, Expo’58 very much followed the pattern set by the universal exhibitions of the 19th century, and by extension the philosophy behind the Library at Alexandria, the Encyclopaedia of Diderot and d’Alembert or Othelet’s Mumdaneum, in the sense that the aim was to synthesise

human knowledge in a huge exhibition in which the world and Belgium could display their learning and their belief in the future of humanity. As the dominant feature of this nameless global city which constituted Expo’58, the Atomium has become the heir to the spirit of innovation which imbued these universal exhibitions. For more than 50 years, the Atomium, icon of Expo 58, has embodied this spirit of progress. The purpose of the exhibition WoW is NoW is to bring the topic up to date by exploring innovation in the era of the digital revolution. 03.10.2013 > jan. 2014

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


a pLace Of dIScOVeRYwww.atomium.be / kidsphere

Unavoidable icon of Brussels and Belgium, important place for international tourism, unique creation in the history of architecture and emblematic vestige of the World Fair in Brussels (Expo 58): the Atomium presents temporary exhibitions all year long.

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

KIdS’ SpheRe

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

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

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

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


pRacTIcaL INfO

This activity is only intended for primary school children, aged between 6 and 12.• capacity: between 10 (minimum) and 24 children (maximum), plus 2 accompanying adults (maximum).

• times: Monday, Tuesday, Thursday (outside official Belgian holidays). Arrival at 6 pm, departure the next morning at 10 am.

• price: 25 € (until Sept. 1st 2014) per person (child and adult) / 30 € (after Sept. 1st 2014) per person (child and adult)

Included in the price: > furniture (table and chairs, 1 plasma screen TV + DVD player) > the use of bathroom facilities (1 shower, 3 toilets, sinks) > the night care-takers > the evening meal in the Kids’ sphere as well as breakfast in the panoramic restaurant > a guided visit after breakfast > a fun film to watch in the evening (you can bring your own DVDs)

Not included in the price: > insurance > bedding, (please bring a sleeping bag and relatively warm pyjamas), toiletries (towel, soap etc.) > lunch, drinks other than water provided with the evening meal and hot chocolate and coffee/tea provided with breakfast (we do not sell drinks in the evening and do not serve alcohol to adults) > access to other museums or venues outside the Atomium > items and souvenirs on sale in the Atomium shop > any specialist guides during the visit

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

BOOKING pROceduRe

All bookings are subject to an agreement between Atomium asbl and the institution, signed before the event. A deposit of €250 must be paid into Atomium absl’s bank account when the booking is confirmed. The booking comes into effect when this deposit is received. The balance must be paid at least 48 hours before the date of the event. The booking must be confirmed in writing.

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

cONTacT

Alicia Tirmarche • [email protected] • www.atomium.be/kidsphere • +32 (0) 493 03 44 02


a pLace fOR eVeNTSwww.atomium.be / mice

daRe TO expeRIeNce The aTOMIuM

Unmistakable Symbol of Brussels and of Belgium • an international brand image • a unique piece in the history of architecture • most fascinating building of Europe’s Capital

a uNIque aTMOSpheRe

Stainless steel domes (18 m in diameter) supported by a remarkable metal frame • the most breathtaking panoramic view over Brussels • contemporary and modern lighting, especially designed for the Atomium by the famous lighting designer Ingo Maurer • access to the Atomium’s exhibitions

fLexIBLe SpaceS

Meetings • seminars • conferences • product launches • team building events • incentives • cultural - scientific - professional events • cocktail parties • gala evenings

5 hIRe OpTIONS (customised options also available)

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

facILITIeS (on request)

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

pRacTIcaL INfORMaTION

aReaS fOR hIRe SuRface heIGhT cONceRT SeMINaR cOcKTaIL BaNqueT € (excl. VAT)

(m2) (m) (people) (people) (people) (people) Day / Evening

Lateral Sphere Day: €2.100(Prigogine) 200 8 180 150 200 160 Eve: €2.600

Central Sphere(Waterkeyn 1) 100 5 na 20 80 na Eve: €1.000

Central Sphere(Waterkeyn 2) 50 5 30 20 50 30 Day: € 600

Upper Sphere(panorama) 120 2,4 na na 80 40 Eve: €1.300

All of the Atomium 1440 na na na 800 350 Eve: €12.000

cONTacT

Sandra Libens • [email protected] • www.atomium.be/mice • +32 (0)2 475 47 72


pRacTIcaL INfORMaTIONwww.atomium.be / practical

addReSS

Square de l’Atomium / AtomiumsquareB-1020 Brussels

The Atomium is located in the North-East of the city of Brusselsa 5 minute walk from the Heysel / Heizel metro station (line 6) and right opposite Mini-Europe. Free parking for Tourist bus (100m from the Atomium).

acceSS

• Tube> a 5 minute walk from the Heysel / Heizel metro station (line 6)

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

OpeNING TIMeS

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

adMISSION feeS 2013

TICKET ATOMIUM: INDIVIDUALS & GROUPS

caTeGORY INdIVIduaL GROup (>20)

0 - 6 / coach drivers / disabled persons FREE FREE

6 - 11 6 4

12 - 18 / students / > 65 8 6

teachers 9 7

adults (< 65) 11 9

COMBINED TICKET ATOMIUM + MINI-EUROPE (OPEN FROM 16.03.2013 TO 05.01.2014)

caTeGORY INdIVIduaL GROup (>20)

kids (< 6 & < 1,2 m) FREE FREE

kids (6 - 11) 15,60 10,40

12 - 18 / students 21 12,20

seniors (> 65) 21 14,15

adults (19 - 65) 23,40 18,60

> MINI-EUROPE: www.minieurope.eu


paRTNeRShIpS & adVaNTaGeS

With a Brussels Card or coupons of Must of Brussels, visitors receive an advantageous entrance ticket.

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

GuIde BOOK

To deepen their visit, we offer a comprehensive guide book accessible to all audiences. This is the essential complement proposed at an affordable price, to enjoy his visit to the Atomium.• Dim. 22 x 22 cm (8,5 x 8,5 inch)• Available in 6 languages (EN • FR • NL • DE • ES • IT)• 24 pages per language• 92 color illustrations per language• Unpublished texts that complement the information from records and audio-guides• Specific plans for easy retrieval• Hire from the ticket office for € 1

GuIded VISIT

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

• Reservation at least 2 weeks prior to the visit• The tour lasts about an hour and half, and will take you from the base sphere to the panoramic views,

through all the different-areas open to the public. You’ll hear all about the history of the Atomium – from its construction to its renovation – Expo 58 (permanent exhibition) and the temporary exhibition.

• Bookings for groups of up to 25 people. For larger groups, you can book more than one guide. We do ask that there is at least 1 adult per group of 10 children / students.• Guide (FR • NL • EN • DE • ES • IT • RU): € 70• Contact: Yvonne Boodts • [email protected] • +32 (0)2 475 47 78

Mini Europe and its 350 models present the most beautiful towns of the Old Continent, at the foot of the Atomium.


cafeTeRIa & TeRRace

• On the ground floor (open access), in the extension of the ticket office. • Open every day (11 am - 6 pm): snacks, sandwiches, cakes and wafers

ReSTauRaNT

• Bar & Tea Room during the day: Saturday, Sunday, public holiday and school holiday in Belgium: 10 am - 5.30 pm• Restaurant during the day: a la carte, brasserie, menu for groups (by reservation only), menu for children. > Monday to Friday: 11.30 am - 3.00 pm > Saturday, Sunday, public holiday and school holiday in Belgium: Noon - 3 pm• Restaurant in the evening (reservations strongly recommended): gourmet menu. > Daily: 6.30 pm - 9.30 pm (last entrance)• Contact: Belgian Taste: T. +32 (0)2 479 58 50 • F. +32 (0)2 240 15 19 www.belgiumtaste.com

ON The (MOBILe) weB

• Full internet site, including photo library and press room• iPhone app’ (summer 2013)• Second most popular venue in Belgium on Places (Facebook) and FourSquare

audIO GuIdeS aNd dIGITaL GuIdeS (international sign language)

AUDIO GUIDES

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

• Available languages: ARABIC • BG • 汉语 • CZ • DE • DK • EE • EN • ES • FI • FR • GR • HU • IE • IL IT • LT • LV • MT • NL • 日本語 • PL • PT • RO • RU • SE • SI • SK • TR

• Hire from the ticket office for € 2.

DIGITAL GUIDES

• There are video-guides in International Sign language for the hard-of-hearing.• Hire from the ticket office for € 2.


The TOuR

8level 8

RestaurantToilets

For Hire

Waterkeyn Room

cHildren’s spHere

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

terrace

Sandwiches & drinks

ticket oFFice

Audio-guides Toilets

For Hire

Prigogine Room

entrance

eXit

Via the shop

7

5

4

3

6

2

1

0

visit / part 1: tHe panorama [leVelS 0 & 7 - VIA lIFT]

visit / part 2: eXHibitions[leVelS 1 > 6: STAIRS]

oFF tHe tour

tickets / entrance / sHop / terrace

visit / part 2: eXHibitions[leVelS 1 > 6: eScAlATORS]

0 main Hall [liFt / escalators / sHop]

1 permanent eXHibition 5 temporarY eXHibition

2 permanent eXHibition 6 vieWpoint

3 temporarY eXHibition 7 360° panorama & toilets

4 temporarY eXHibition 8 restaurant

part 1: tHe panorama

leVelS 0 & 7 - VIA lIFT

part 2: eXHibitions

leVelS 1-2-3-4-5-6: STAIRS & eScAlATORS

The paNORaMa (tour / part 1)

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

The exhIBITIONS (tour / part 2)

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

• The Children’s sphere is only accessible for schools on reservation only or during prescheduled workshops.• The other spheres are technical areas, or exclusively reserved for hire and therefore not open to the

general public.• The panoramic restaurant [level 8] is - strictly speaking - not part of the visit but it is freely accessible

from level 7 if you want to eat or drink something.• Apart from the upper sphere, which is accessible by the lift, the rest of the Atomium is not easy for

people with restricted mobility, and unfortunately it is not suitable for wheelchairs. This is because of the very design of the building, which was constructed at a time when this was simply not an issue. Everything possible was done during the restoration work in 2005, and we do apologise that we can’t offer easier access to people with restricted mobility. Anyone who needs assistance (people in wheelchairs etc.) must be accompanied.


phOTO LIBRaRY

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

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

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

password (thankyou)

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

CONTACT

• Info about the photo library: Inge Van Eycken • [email protected] • +32 (0)479 95 05 94

edITORIaL

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

CONTACT

• Press officer: Inge Van Eycken • [email protected] • +32 (0)479 95 05 94

pReSS ReLeaSeS aNd pReSS fILeS

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

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

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

• Content of the exhibitions: Arnaud Bozzini • [email protected] • +32 (0)2 476 53 20 31• Press officer: Inge Van Eycken • [email protected] • +32 (0)479 95 05 94• Creative director & media production: Axel Addington • [email protected]

Posters • advertisements • inserts

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

CONTACTS

• Direction: Julie Almau Gonzalez • [email protected] • +32 (0)474 88 52 58• Creative Director & Copy: Axel Addington • [email protected]

SeRVIceS fOR paRTNeRS


TOuRISM paRTNeRShIpS

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

CONTACT

• Julie Almau Gonzalez • [email protected] • +32 (0) 474 885 258

cOMMeRcIaL paRTNeRShIpS

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

CONTACT

• Julie Almau Gonzalez • [email protected] • +32 (0) 474 885 258

VeNue hIRe

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

CONTACT

• Sandra Libens • [email protected] • www.atomium.be/mice • +32 (0)2 475 47 72

aTOMIuMweLcOMepRIceThis offer permits to hotel owners to buy entrance tickets at the price of 7 € a ticket in packages of 100 units (this means a reduction of 4 € compared to the regular price). They can sell them to their customers at the price of 9 € a ticket, which also means an advantage to them (a reduction of 2 €).

cONTacTS

Atomium a.s.b.l.Square de l’AtomiumB-1020 BRUXELLEST. +32 (0)2 475 47 75 (365 / 365: 10 am - 5 pm)F. +32 (0)2 475 47 79www.atomium.be

Please contact one of the following, depending on the nature of your request or comment.

MaNaGeMeNT

• Henri Simons - [email protected]

• Julie Almau Gonzalez - Deputy-Director - Commercial & tourism [email protected] • +32 (0) 474 885 258

• Johan Vandenperre - Deputy-Director - Technical [email protected] • +32 (0)476 32 37 03

STRaTeGY cOMMuNIcaTION

• Inge Van Eycken - Communication & Press [email protected] • +32 (0)479 95 05 94

• Axel Addington - Strategy - Creative Director - copy - e-community [email protected]

SeRVIceS fOR paRTNeRS

• Yvonne Boodts - Reception & group bookings - guided [email protected] • +32 (0)2 475 47 78

• Arnaud Bozzini - Curator (permanent & temporary exhibitions)[email protected] • +32 (0)2 476 53 20 31

• Sandra Libens - Venue hire (MICE)[email protected] • +32 (0)2 475 47 72

• Bénédicte Lejeune - Shop [email protected] • +32 (0)2 475 47 71

• Alicia Tirmarche - Kids’ Sphere (information & booking)[email protected] • +32 (0) 493 03 44 02

Resp

onsi

ble

publ

ishe

r: He

nri S

IMON

S, a

sbl A

TOM

IUM

vzw

, Squ

are

de l’

Atom

ium

/ At

omiu

msq

uare

, B-1

020

BRUS

SELS

- 12

1101

atomium - vademecum 2013

Documents