After a year of uncertainty and staying indoors, at the time when the festival season would
normally erupt in all its diversity, creativity and optimism, a temporary beacon of hope grows
and flourishes at District West in Amsterdam. An eye-catching temporary monument created by
the united Dutch festival makers, brings life and colour to a former grey part of Amsterdam.
The TREE OF HOPE: two huge hands join together as a trunk, they open and release a flock of birds-of-paradise fly up freely to form a crown.
A 30-meter-high symbol of hope for all of us. An optimistic image, a heart under the belt from and for the mostly invisible Dutch festival builders, the makers of the magic we miss. An expression of hope for the next day; Play outside freely, celebrate life, connect with each other, let ourselves be transported (amazed) by the music and the moment. Hope gives life.
The Tree of Hope was created by the unsung heroes of the Dutch festival industry. Makers,
inventors, crew and creatives normally behind-the-scenes, would spend four months designing and
building this unique beacon of hope. Not only to be able to do what they do best, but also to
bring hope and inspiration to anyone who has had a difficult time in the past year.
Each bird-of-paradise in the tree represents a different organisation or maker, flying around the
festival industry. Together they represent the event industry in which the Netherlands plays
Champions League on a global level.
The Vereniging Van Evenementen Makers was founded in 2001 as a trade association for
professionals in the public events industry. VVEM represents companies from different corners
of the event industry. Organizers, locations and suppliers find their place within the association.
With the interests of Event Makers, the creators of pleasure for millions of visitors, at its heart.
In addition, it also proactively takes a socially responsible role by actively working with its
members on increasingly safe and responsible events.
In short: Building Perfect Events Together
District West is co-initiator and sponsor of the Tree of Hope. The Tree of Hope grows on the
fertile soil of the District West area, which is yet to be developed. An undiscovered industrial
part of Amsterdam Sloterdijk, which will be redeveloped in the coming years into a lively, urban
office location. A place where creativity and ambition come together; a breeding ground for innovation and sustainability.
GROWING THE NEW STANDARD, EMBRACING THE FUTURE
Tree of Hope is a temporary beacon of hope planted by the Association of Event Makers and District West on the day when the busy festival season would normally erupt in all its diversity and creativity. A 30-meter-high symbol of hope for all of us, created by the birds of paradise behind the scenes of the Dutch festival industry that has come to a halt due to the pandemic. Because hope gives life. And don't we all hope for the next day?
Tree of Hope is a beacon of hope for everyone. Because we all hope for the day when we may flutter around freely at a festival again. Celebrating life.
Tree of Hope wants to be that bright spot for everyone who needs positivity and a little magic. Hope gives
Tree of Hope is not only a beacon of hope, but also a sign of recognition for the Dutch festival industry. An internationally award-winning industry that has come to a halt due to the current pandemic. Each bird of paradise in the tree represents an organisation or maker flying around the festival industry.
The Tree of Hope is planted on the fertile soil of District West, on Basisweg in Amsterdam Sloterdijk. An as yet undiscovered industrial site, which will be developed in the coming years into a creative, urban office location. The colourful beacon is clearly visible from Highway A5.
Two huge hands join as a trunk and the crown consists of a flock of birds-of-paradise that are released to take flight. Together they form the Tree of Hope. An optimistic symbol, a heart under the belt from and for the often invisible Dutch festival builders, the makers of the magic that we must all miss at the moment. It is an expression of hope for the next day. Play outside freely, celebrate life, connect with each other, let ourselves be carried away by the music and the moment. Hope gives life.
A bird-of-paradise is a word with several meanings. A bird-of-paradise is a beautiful, colourful songbird with long, yellow or red tail feathers, native to New Guinea. In a figurative sense, birds-of-paradise are special, idiosyncratic, colourful people. It is the invisible Dutch festival builders, porters, inventors and creatives, the birds-of-paradise who create the magic that we so long for.
30 meters, so that it is just higher than the surrounding buildings, trees and the flyover of the A5 Highway.
The Tree of Hope is 30 meters high and consists of three basic ingredients; The raw outer shape is a 5,000m special scaffold; layher: the basic building material of all festivals. The gigantic hands are knotted from 15,000 kg willow twigs around a specially welded steel frame. There are 120 birds of paradise, printed on and sawn from FSC / PEFC certified wood. The Tree of Hope stands on a base of 60,000 kg of concrete and is lit with 200 lamps. All materials are reused or are existing / rented.
15,000 ton, that's two open trailers, completely packed.
Tree of Hope has been planted by the Trade Association of Event Makers (VVEM) and District West. VVEM is the connecting ambassador of Tree of Hope and represents the entire Dutch event and festival industry. The temporary work of art is located on the (re) developed District West area in Amsterdam.
District West is a still largely undiscovered industrial area of Sloterdijk, Amsterdam. In the coming years, the site will be developed into a vibrant and urban office area, where ambition and creativity come together. Offices and facilities will be built around a botanical heart and green footpaths connecting the buildings. Built with high ambitions with regard to liveliness, sustainability and circularity. GROWING THE NEW STANDARD, EMBRACING THE FUTURE
The makers of Tree of Hope all have a link with the events and festival industry. Tree of Hope, for example, is an idea of experiential marketing agency Wink, responsible for, among other things, striking festival activations for Jupiler. Dennis van Harten (chief designer of Q-dance) and Marc Adema (chief designer of Sensation) designed the tree and together with Machine (responsible for the identity of Mysteryland, Welcome to the Future), created the flock of birds that together form the crown of Tree of Hope. For the complete overview, check the colophon on this website.
The Tree of Hope is sponsored by District West; now a raw and industrial area that will develop into a creative, urban office location in the coming years. The West district, easily visible from the Highway A10 and A5, is ideally suited for the 30-meter-high artwork. A welcome, colourful relief in the still grey surroundings of Sloterdijk.
WINK is an experiential marketing agency from Amsterdam. WINK designs, builds and records 360 ° experiences and environments worldwide that tell brand stories through experience. Designed from a tailor-made strategy, and immortalised and reinforced by their own content department. Both business-to-business and business-to-consumer; fairs, festivals, brand activations and events, fashion shows, retail, internal sales meetings, interventions and much more. With an eye for the zeitgeist and cultural relevance, WINK understands the art of transforming the transience of an event into a touchable and unforgettable "now". As an architect and contractor, WINK connects the entire process, from the first idea to realisation and registration.
Tree of Hope will remain in District West for at least 3 months, until July 1.
The idea is to give the birds-of-paradise to the people and companies that contributed to the Tree of Hope and / or to the members of the VVEM. The fingers of the hands are represent a kind of Stonehenge on District West.
You can see the Tree of Hope from Basisweg and from the Highway A10 and A5 (keep an eye out while driving). Because the Tree of Hope is on private property, it is not possible to view the tree up-close without accreditation.