HALL OF MINISTRY OF FOOD AND AGRICULTURE (BMEL) AT INTERNATIONAL GREEN WEEK 2024 BERLIN

“Agriculture makes good food: Sustainable!” – This is the slogan of the BMEL, gtp2 has framed landscapes accordingly.

The many fields of activity of the BMEL are conveyed in an insightful and intelligent way. The extensive and complex nature of the entire range of topics is communicated in an effective way, because they are all matters that ensure a better future for all of us and can therefore be presented in a positive light.

In order to convey as much content as possible to the visitor in an entertaining way, quick and without complexity, strategies from the world of gamification are used. Visitors are encouraged to engage with playful and interactive exhibits, to explore them with all their senses, to touch things, to perceive audio signals, to register scents and to try out the taste of products – a reward is guaranteed! To do this, one has to move flaps, turn discs, activate buttons, open drawers, etc., all actions for which one is rewarded with fun, a little humour and surprising information.

The power of discovering an idea and a creative vision of the future are ideal tools for communication. The intelligent, creative and visionary side of the BMEL is intended to highlight this design concept. These are not the typical qualities that the outsider suspects in a ministry, but they are present and should be conveyed tangibly.

The entire hall is staged as a landscape space in which the visitor can immerse himself and wander through. Discovering a landscape is a classic favourite activity of all people. The landscapes convey the feeling of a wide and open valley, with interesting perspectives, strategically placed objects, such as colourful trees with theme titles and green areas, and a meandering flowery path that gives the whole space a poetic touch and guides the visitor through the hall. All trees and planting beds offer seating so that visitors can take a break and enjoy the fragrant greenery.

The floor is divided across the direction of travel with colour stripes to identify the theme areas. These colour areas clearly identify the many exhibitor contributions. The planting areas with real greenery are strategically distributed in the hall and offer a special highlight for all visitors in wintery January.

All exhibitor islands and counters will be kept in a simple, light colour scheme in natural wood, with tops made of untreated oak. Great importance is attached to the tactile sensation of visitors touching the counters. Natural wood carries a popular image. The trellis walls placed behind the counters carry monitors with which exhibitors can present image and video contributions.

The 2-storey hospitality and conference centre looks – despite its considerable size – inconspicuous, embedded in the landscape with gentle slopes, with graphic greenery combined with green plants.

FACTS

client: Federal Ministry of Food and Agriculture (BMEL) Bonn
organiser: Messe Berlin
building contractor: Zenon
hall area: 2.650 m²
building costs: 2.45 m €