Nieuw Wonderland / a Mind Twist Café

Concept: Meike Ziegler Amsterdam, nov 2008
Project team: Matte+Ziegler, DUS Architects

'Experience Catering', a 'spa for the mind', a playground for grown ups, a journey. In New Wonderland, you are like Alice in a curious new world, a life-sized kaleidoscope draws you in and arouses your curiosity so that you cannot help but join the show.

Formula
New Wonderland is a combination of a Grand Café, a gallery and a bazaar. A marvellously appointed, spacious, covered, multifunctional space with a 'mind twist'. A place for the curious to meet and connect with one another, but also with artists, creators, actors, healers, chefs and coaches. Creators such as these can tout their talents on the New Wonderland stage and even try out new skills, for example by playing at being a waiter or waitress for a day, offering visitors food, drink and dialogue. Using these dialogues they can contribute to the visitors' experience and tell their own story at the same time. A place to taste, experience and reflect.

Aim
To create an environment mixing the best of many different worlds. A place to meet, enjoy, relax, ask questions, gain insight, be creative, find a purpose and do some brainwork. An offline Facebook.

Brand
As Experience Catering, New Wonderland seeks to create a strong image, a brand recognised by everyone.

Keywords to describe New Wonderland are: durable, healthy, aware, powerful, active, commercial, quality, secure, creative, wild, eccentric, design with a twist.

Brand mix: 'Green-tea, Levis & Damien Hirst',
that is sound, commercial and surreal.

The experience
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the here and now in a setting from yesteryear
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change of mindset/context
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a workout for the mind
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reflection and depth
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an eye opener
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a physical forum
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a concept offering you a mystical and inspiring experience in a monumental setting
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a place to meet for regulars and curious passers by who are open to some creative stimulation over a cup of coffee and a bite to eat
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a beautifully and inspiringly appointed location offering sufficient extra space for visitors to contribute and act according to their own fantasy and inspiration
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a formula in constant, organic flow, stimulating the shifting population of creators and visitors to change and move along with it
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reality turned upside down, a new look at things so ordinary that we no longer notice them
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a distillation/concentration of reality, exhibited to us in a marvellous way
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