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20 Oct 2021
World Food Center Experience will be ‘Silicon Valley’ of food
BY
Tom Walker
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The attraction is set to open to the public in 2023
photo: BRC Imagination Arts
Plans for the World Food Center Experience in Ede, Netherlands, have been given the final green light by the Provincial Executive of Gelderland. The approval means that the project can now move ahead and is set to open to the public in 2023.
The visitor attraction will form part of the larger, World Food Center (WFC) project, which will create an entirely new district in Ede.
Dubbed the "Silicon Valley of food", WFC will offer business spaces, research opportunities and a number of other services for food-related businesses.
Sitting at the centre of the district, the World Food Center Experience will offer a visitor journey that will challenge what guests know about global food production and research, food security and safety.
The attraction will become an interactive platform exploring the impact of the world’s food choices and the importance of sustainable and healthy food production.
Designed by BRC Imagination Arts, the attraction will be located at the former Maurits Zuid barracks site within the World Food Center.
BRC's concept will take guests on a personalised journey that will "challenge what they know about how food is produced and consumed, worldwide".
The design will also look to encourage social discussions among visitors – and their communities – about the impact of the world’s food choices, climate change, and the importance of sustainable food production.
BRC is working with its Dutch partners, Heijmerink Wagemakers, key stakeholders from the World Food Center, the Netherlands government, the regional Foodvalley business community, research institutions and non-governmental organisations (NGOs) to design and build the immersive experience.
Brad Shelton, creative director at BRC Imagination Arts and the project lead, said: “The world needs to have these vital conversations about sustainability and we’re thrilled to be creating a platform to encourage this dialogue and the sharing of ideas.
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