Atomium-VadeMecum2011-EN

Atomium - Vade Mecum - 2011 p.1 / 16

VADE MECUM 2011

Futuristic & Universal, since 1958

PROGRAMMING & PRATICAL INFORMATIONS

A very strong brand image ........................................................................................... p. 3

An unavoidable monument .......................................................................................... p. 4

A place for exhibitions .................................................................................................. p. 5

A place for emotions ..................................................................................................... p. 7

A place of discovery ...................................................................................................... p. 8

A place for events ........................................................................................................ p. 10

Practical information .................................................................................................... p. 11

Services for partners ................................................................................................... p. 13

Contacts .......................................................................................................................... p. 16


VADE MECUM 2011

A VERY STRONG BRAND IMAGE


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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: 370,000 references, 221,000 sites pointing to the website, 36,000 images shared on Flickr, over 8,000 fans on Facebook and an average of 2,300 unique visitors to the website every day.

AN UNAVOIDABLE MONUMENT

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

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

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

A unique specimen in the history of arts

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

At the same time symbol of Brussels, Belgium and a whole era

The Atomium was not intended to survive beyond the 1958 World Fair but its popularity and success soon made it a key landmark, first of Brussels then internationally.

Over and above the symbolic value linked to its history, the Atomium has become one of the icons of the city of Brussels: capital of Europe, with which it has a special relationship. Since its inspired restoration (2006), the landmark that many people call the most Belgian monument, is also a museum with its permanent collections and temporary exhibitions.

The most beautiful view over Brussels

By turns described in tourist guides as fabulous, striking, exceptional and magnificent: if you were to believe the experts, the panorama alone is worth a trip to the Atomium.

Unlike some of the other viewpoints tucked away in the city centre, thanks to its location on a naturally elevated plateau on the outskirts of town, the Atomium offers the only true 360° panoramic view of the 19 municipalities of Brussels.

An exquisite restaurant

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


A PLACE FOR EXHIBITIONSProgramme 2011

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 EXHIBITION Permanent exhibition on two floors / base sphere

Symbol and most important monument of the Expo 58: it is natural that the Atomium dedicates one entire sphere 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.


THE TEMPORARY EXHIBITIONSSphere of temporary exhibitions / on two floors

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.


COSMOS. Be a star.The universe in three dimensions.How is the universe getting on, and what do we know now about its history? Finally you can get to the bottom of the Big Bang! How does our solar system work? Why do the skies above us provide us with so many existential questions?

By providing the scientific bases needed to understand the issue, the exhibition “Cosmos. Be a Star” invites you on an educational, sensory adventure to discover the secrets of the universe in its 3 dimensions: scientific, artistic and philosophical.>> 26.11.2010-25.04.2011

be.WELCOME #2. Belgique & Immigration.Understanding others to better understand oneself.Following on from its first appearance in 2010, the Atomium, in collaboration with the Musée de l’Europe and the Cité de l’Immigration à Paris, brings back the be.WELCOME exhibition, now with even more to see. Through a chronology spanning more than 200 years, with wide-ranging themes and personal stories: looking at the shared fate of groups and communities and highlighting the importance of the cultural contributions made by immigrants to Belgium.>> 02/05/2011-15/01/2012

Concrete and architecture.This exhibition will focus on the use of precast concrete in all its forms in construction throughout Belgium, and especially in Brussels.

Eight standout examples have been selected. A map of Brussels shows where they are all located.>> 01/2012-04/2012

A PLACE FOR EMOTIONSBruxelles Bonheur • Brussel Plezier • Brussels Happiness

As with most of the buildings put up for Expo 58, it was agreed that the Atomium would be knocked down soon after the event came to an end. But as we know, it was an immediate big hit, so the demolition was postponed. It went on to become a key element of Brussels heritage and so it was inconceivable that it could ever be knocked down.

Over time, the links forged between the Atomium and its city have continued to become closer. What would Brussels be without its Atomium? And vice versa? They have become inextricably linked.

Today, the Atomium and Brussels have become synonymous with joy and happiness. The former by being the venue for countless jubilant events (dances, concerts, walking and cycling rallies, the death ride, fireworks, and much more) and the latter by making its way into the list of the top 20 best cities to live in the world.

The creation of the Brussels Happiness label was a way for us to re-emphasise the close relationship between the Atomium and the Capital of Europe: two places where you can enjoy life to the full and experience a host of new sensations.

Brussels Happiness describes a large number of different activities throughout the year. These include sporting and cultural events, as well as straightforward celebrations, and are aimed at every member of the general public.

>>> Look at the timetable of up-and-coming events on our site: www.atomium.be/activites


Science for childrenKids’ SphereThe kids’ sphere will once again be the place to come for curious young minds keen to have fun while they learn.

>> 14-19.04.2011 (Easter holiday)

Square DanceAt the foot of the AtomiumA colourful spectacle that’s bound to get your toes tapping, bringing together Square Dance troupes from all over Europe.

>> 22.05.2011

15th August BallAu pied de l’AtomiumThe 15th August Ball is back at the foot of the Atomium, with plenty of festive spirit and entertainment for young and old alike.

>> 15.08.2011 (to be confirmed)

Science for childrenKids’ SphereThe kids’ sphere will once again be the place to come for curious young minds keen to have fun while they learn.

>> 14-19.04.2011 (All Saints holiday)

http://www.atomium.be/activites

http://www.atomium.be/activites

A PLACE OF DISCOVERY

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… The desire to highlight the educational aspect of the Atomium is based on the idea that towns and cities play a major role in society today. Understanding this environment which is both familiar and worrying is certainly a key area for integration and development for children.

>>> As far as the practicalities are concerned, the group of children and their accompanying adults arrive at the Atomium at 6pm 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 panoramic restaurant, there is a presentation about the Atomium. The experience ends at 10am in the morning.


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 6pm, departure the next morning at 10am.

• price: €25/night, inclusive of all taxes, per person (children and adults).

> 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 caretakers and technical support staff,• 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 can’t sell drinks in the evening and can’t give 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 that 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 EVENTS

Dare to experience the AtomiumUnmistakable 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 atmosphereStainless steel domes (18m 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 celebrated lighting designer Ingo Maurer • access to the Atomium’s exhibitions

Flexible spacesMeetings • 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. > Kids’ Sphere (lower floor) - 80 people.> the upper sphere (panorama) - 80 people.> the whole of the Atomium (5 spheres including the panorama) - 800 people.

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

Practical information

Areas for hire Surface(m2)

Height(m)

Concert(people)

Seminar(people)

Cocktail(people)

Banquet(people)

€ (excl. VAT)Day/Night

Side Sphere(Prygogyne) 200 8 180 150 200 160

D €2.100Side Sphere(Prygogyne) 200 8 180 150 200 160

E €2.600

Central Sphere(Waterkeyn1) 100 5 na 20 80 na E €1.000

Central Sphere(Waterkeyn2) 50 5 30 20 50 30 D €600

Kids’ Sphere(Franquin) 100 5 na 20 80 na

D €750Kids’ Sphere(Franquin) 100 5 na 20 80 na

E €950

Upper Sphere(panorama) 120 2,4 na na 80 40 E

€1.300

All of the Atomium 1440 na na na 800 350 E

€12.000

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


PRACTICAL INFORMATION

Address Square de l'Atomium / AtomiumsquareB-1020 Brussels

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

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

Tariffs 2011 INDIVIDUALS & GROUPS

Category0-6

coach drivers6-11

12-18students

> 65teachers adults (<65)

Individual Free 6 8 9 11

Group (>20) Free 4 6 7 9

PASS PACKAGE

A subscription for you to explore our temporary exhibitions throughout the year at a discounted price.The PASS includes 3 coupons. Each one equals one entry to the Atomium (permanent exhibition, temporary exhibition, Kids’ spheres, Bar à Pois). The validity of the PASS is unlimited.

Category0-6

coach drivers6-11

12-18students

> 65teachers adults (<65)

PASS (individuel)

Free 5 9 10 12

COMBINED TICKET ATOMIUM + MINI-EUROPE (open from 19.03.2011 to 08.01.2012)

Category0-6

coach driversKids (6 - 11)

Kids (12-18)students

adults(19-65)

seniors(>65)

Individual Free 14,90 19,90 22,70 19,90

Group (>20) Free 10,10 11,90 18 13,60


Partnerships and advantagesWith 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).

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

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

Audio guides and digital guides (International Sign language)

Audio-guidesThe 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 - PL - PT - RO - RU - SE - SI - SK - TR.> Hire from the ticket office for €2.

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

Restaurant> During the day (10am-6pm): breakfast (from 10am-11.30am), à la carte, pub food,

menu for groups (booking essential), children’s menu (from midday-2.30pm). > During the evening (7pm-11pm/booking strongly recommended): gourmet menu.

Contact> Belgian Taste : T. +32 (0)2 479 58 50 • F. +32 (0)2 240 15 19 • www.belgiumtaste.com


SERVICES FOR PARTNERS

Photo libraryThe 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 note 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.

Contacts > Info about the photo library: Inge Van Eycken • [email protected] • +32 (0)479 95 05 94> Info about the copyright, royalties and approval of projects: Etienne Vandercruyssen •

[email protected] • +32 (0)475 410 760

EditorialWe 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 filesPhotos 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]> Communication manager: Etienne Vandercruyssen • [email protected] • +32 (0)475 410 760> Creative director & media production: Axel Addington • [email protected]

Posters • advertisements • insertsFor 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 > Communication manager: Etienne Vandercruyssen • [email protected] • +32 (0)475 410 760> Creative Director & Copy : Axel Addington • [email protected]



F U T U R I S T E & U N I V E R S E L L E D E P U I S 19 5 8

> WWW.ATOMIUM.BE

REMERCIEMENT À BRUSSELSMANIA

« Pour un monde plus humain. »Devise de l’Expo 58 dont l’Atomium était le bâtiment-phare

Square de l’Atomium,B-1020 Bruxelles

TEL +32 2 475 47 75FAX +32 2 475 47 79

[email protected]

> ATOMIUM Ouvert tous les jours, de 10h à 18h, fermeture des caisses à 17h30

ato-annpilif-20100910_v01.indd 1 10/09/10 11:04:18

OPEN 365/365 IN FRONT OF MINI-EUROPE WWW.ATOMIUM.BE

THE BELGIAN LANDMARKTHIS IS THE FIRST SIGHT OF BRUSSELS YOU’LL SEE WHEN LANDINGTHIS IS ALSO THE FIRST BUILDING YOU’LL VISIT AFTER LANDING

OF THE WORLD FAIR IN BRUSSELS (EXPO 58)

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futuristic & universal, since 1958

THE OCCIDENTAL PEARL IS SHINING IN BRUSSELS

Tourism partnershipsAre 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 partnershipsWould 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 > Etienne Vandercruyssen • [email protected] • +32 (0)475 410 760

Venue hireIf 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


CONTACTS

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

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

Henri Simons - Director > [email protected]

Julie Almau Gonzalez - Deputy-DirectorTourism partnerships > [email protected] • +32 (0) 474 885 258

Johan Vandenperre - Deputy-DirectorTechnical management > [email protected] • +32 (0)476 32 37 03

Etienne VandercruyssenMarketing & communication manager - copyrights - royalties > [email protected] • +32 (0)475 410 760

Axel AddingtonCreative Director - copy - e-community manager - photographer - vidéographer > [email protected]

Inge Van EyckenPress Officer > [email protected] • +32 (0)479 95 05 94

Yvonne BoodtsReception & group bookings – guided tours > [email protected] • +32 (0)2 475 47 78

Arnaud BozziniCurator (permanent & temporary exhibitions) > [email protected]

Sandra LibensVenue hires (MICE) > [email protected] • +32 (0)2 475 47 72

Bénédicte LejeuneShop management > [email protected] • +32 (0)2 475 47 71

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


Management

Communication

Services for partners

Documents

Atomium-VadeMecum2011-EN