On our first event, the Press Best Yet Awards 2011, on March 24, the Riverside was hosting about 100 students for one day. These young people had to imagine and create an advertisement for a newspaper. At the end of the day, a jury elected the best project.The winner received an award during a ceremony in the Auditorium, followed by a walking dinner and a splashing dance party with 600 attendants.

Durant 3 jours, notre grand hall s’est transformé en business hall, abritant 25 stands pour les «business days» Deloitte et Laga, qui invitaient dans nos bâtiments leurs partenaires et employés. Une conférence a eu

lieu dans notre auditoire pouvant accueillir jusqu’à 900 personnes. Le walking lunch imaginé par notre chef, Michaël Antoniadis, fut servi dans la Riverside avec buffets, show cooking et Vedett Bar.

Op 8 april was de NMBS bij ons te gast met 600 man voor een prestigieus evenement. De deelnemers konden genieten van de splinternieuwe tribune in het auditorium om hun congres bij te wonen.Op het einde van de dag werd een verfijnde cocktail geserveerd gevolgd door een walking dinner in de Riverside.

We verwelkomen in de komende weken o.a. de

Marketing day met 1200 genodigden, de Nacht van de Journalistiek, het IBBT, de Staten-Generaal van de Media, but also IAB, Cisco Systems, SAP, Philips, the Press Awards, ainsi que la prestigieuse expo Labelle, le CCB et plein d’autres évènements privés.

EVENTS IN THE EGG IN 2011

THE EGGON APRIL 28

The Marketing Day

Labelle Expo

CCB Jury

Night of Journalism

Philips Meeting

Addictlab Idea Wall

RECEPTIONCAFé-RESTAURANT

EXHIBITION HALL

LABS

RIVERSIDE

PARKING

MEETING ROOMS

MULTI-USE STUDIOS& AUDITORIUMS

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20 YEARS of SMIT The 10th of December 2010 IBBT - SMIT, the VUB research centre for Studies on Media, Information and Telecommunication, celebrated two decades of milestones and successes in applied and fundamental research. IBBT - SMIT traces its roots back to 1990 and has known a steady growth both in terms of personnel as in terms of research output over the last 5 years. IBBT - SMIT stands out today as a respected research center in communication science that keeps on

growing, in numbers as well as in expertise.The company’s 20th anniversary was the occasion for IBBT-SMIT to organize a big celebration party at the function room of The Egg. VUB rector Paul de Knop spoke the welcome words followed by Claire Vande Velde, representing Minister of Media and Innovation Ingrid Lieten. SMIT’s former Director, Jean-Claude Burgelman and the CEO of IBBT, Wim De Waele also brought their speech with a reflection on the past and with an eye on the future. With the talk of IBBT-SMIT Director

Caroline Pauwels, the party finally took off!

The Egg was the ideal venue to invite “friends of SMIT”, -colleagues, co-researchers and media partners-, to celebrate the 20 years of existence of the organization in a dynamic media environment. Over 150 guests raised a glass on the bright future of company and enjoyed a three course menu, when afterwards there was the opportunity to throw the legs loose on the dance floor until dawn.

DESIGNING SERVICES FOR THE EGG

In January 2011 a full-day service design workshop took place. The goal of the workshop was to examine how cross-pollination could be stimulated in The Egg.

The participant were: Alain Heureux (The Egg), Terry Focant and Phil Van Duynen (CCB), Ulrich and Laura Bernhardt (Transmedia Art), Caroline Pauwels (SMIT), Niki

Vrancken (Addict Lab), Pieter Vandekerckhove (e-gov), Daniel Hanssens (Argan42), Inge Ferwerda (St-Lucas), Alain Lambrechts (The Press), Nicolas Wierinck and Alex (Cimatics), Anneleen Vanhoudt (TUDelft). The workshop was moderated by Kristel Van Ael (Namahn) and Lut Mergaert (Yellow Window).

The workshop resulted in three service ideas: the “Creative Ambassadors”,

the Egg Foundation and the Open Innovation Network. “The creative ambassadors” aims at fostering collaboration between different creative branches (fashion, chocolatiers, photography, etc.). The idea behind “The Egg foundation” is to raise money to conduct social innovation projects through the “ Open Innovation Network “. The projects will be selected and supported by the “Creative Ambassadors”.

The Egg member of European Networks of Living Labs?

At the origin of “the Egg” concept and idea lies the dream of bringing together all media and marketing disciplines under one roof. The purpose is to exchange ideas and best practices rather than to compete in isolation, but also to look for new synergies, business models and concepts, as new consumers and digital industry challenge the entire (media) ecosystem.

Therefore it is seen as an opportunity to present The Egg as a Living Lab.

The Egg Lab is a new Living Lab utilizing a unique location dedicated to real-life, realworld innovation and creativity, facilitating and provoking the exchange of ideas between the different worlds (i.e. professional communities of creative industries and executives in the media, advertising and digital industries). This can be hosted on a permanent or ad hoc basis. To cross-fertilize

these different worlds, matchmaking tools and services will be offered to the visitors and habitants.

The main reason for applying for ENoLL (European Network of Living Labs) is to exchange ideas, lessons learnt and best practices with other living labs in Europe, optimizing the valorization of Living Labs in general and The Egg Lab in particular.

The Egg Lab will be focusing on two experimental domains:

Mobile and Signage; on communities of pressionals (creative and executives); and on a range of people-centred methodologies including user co-design and crowdsourcing (the latter thanks to the hosting of www.addictlab.com).

The Egg Lab architecture is based upon so-called Open Service platform, using industry recognized standards for device management, application lifecycle management and sharing of multimedia content within an office environment. Immediate

plans include a web and mobile platform presence that allows the online interactions and experiments to take place, and a number of very ambitious projects involving European-level associations and stakeholders into Living Lab activities starting in 2012.

THE EGGSERVICES

THE EGGPAST EVENT

THE EGGVISION

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APRIL , 28 2011 APRIL , 28 2011

[FR]Avec dix-sept titres en piste pour 2010-2011, la maison de production fondée par Daniel Hanssens voici sept ans, Argan 42, la Comédie de Bruxelles, propose sa quatrième saison complète.

Argan 42, La Comédie de Bruxelles est le seul théâtre entièrement privé en Belgique, puisque l’entreprise repose uniquement sur les recettes et sur ses fonds propres. A ce régime-là, il est condamné au succès.Un peu comme The Egg... Ce sort commun a réuni The Egg et Daniel Hanssens qui proposera dès septembre la plupart des spectacles de sa nouvellement et joliment nommée “Comédie de Bruxelles” dans les 4 salles de spectacle de notre édifice!Parallèlement, Daniel veillera à la programmation culturelle de The Egg.Avec les spectacles grands publics que fait Daniel, ses envies internationales et les mille propositions de nos partenaires, accrochez-vous, la programmation culturelle de The Egg risque d’être variée et les publics mélangés!Ah, j’oubliais!: La billetterie se fera dans le hall d’entrée et quasi tous les spectacles seront surtitrés!

Dus! Ask le programme!

www.argan42.bewww.comediedebruxelles.be

[NL] Met zeventien titels op het programma voor 2011-2012, stelt ‘La comédie de Bruxelles’ of Argan42, het productiehuis opgericht door Daniel Hanssens zeven jaar geleden, zijn vierde volledige seizoen voor.Argan 42, la Comédie de Bruxelles, is het enige volkomen privétheater in België, daar de onderneming uitsluitend mag rekenen op haar inkomsten en eigen vermogen.Zo is zij veroordeeld tot succes…Een beetje zoals The Egg...Dit gemeenschappelijk lot heeft The Egg en Daniel Hanssens ertoe gebracht vanaf september de voorstellingen van zijn nieuw genoemde ‘Comédie de Bruxelles’ voornamelijk in de 4 theaters van dit gebouw aan te bieden!Tegelijkertijd verzorgt Daniel ook alle culturele happenings van The Egg.Hou je vast, want met Daniel’s shows voor het breed publiek, zijn internationale dromen, en de duizenden voorstellen van onze partners, belooft het culturele programma van The Egg dit jaar een enorme verscheidenheid voor een ontzettend gemengd publiek!En voor ik het vergeet: Tickets kan je voortaan ook kopen in de inkomhal van The Egg, en de meeste voorstellingen zullen ondertiteld worden!Programma vragen dus!

www.argan42.bewww.comediedebruxelles.be

[ENG]With 17 plays on the program for 2011-2012, la Comédie de Bruxelles is presenting its fourth complete season. Created 7 years ago by Daniel Hanssens, Argan42, or La Comédie de Bruxelles is the only wholly private theatre in Belgium, as the company runs exclusively on its income and its capital funds. Indeed, it is bound to succeed!Somewhat like The Egg…This challenge brought The Egg and Daniel Hanssens together to produce the shows of the renamed ‘Comédie de Bruxelles’ in the 4 theatre halls of this building. Besides, Daniel will also look after the cultural events of The Egg. With his very popular shows, his ambition to host internationals events, and the thousands of proposals from our partners, be ready for a varied cultural program this year which will attract mixed crowds!And one more thing: a new ticket counter will be located in the Egg’s lobby, and most of the shows will be subtitled! So be sure to ask for the program!

www.argan42.bewww.comediedebruxelles.be

THE EGGCULTURE

ThE EGG, commuNicaTioN NEsTBara street 1751070 BrusselsBelgium

The Egg@Facebook : The Egg BrusselsThe Egg@Foursquare : http://fr.foursquare.com/venue/10418669

Alain Heureuxalain.heureux@telenet.be +32 495 225135

THE EGGCONTACT, INFO& BOOKING

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THE EGG& LAB RESEARCHAddictlab.com, the global yet Belgian originated creative think tank is combining over 4000 creative minds from over 100 countries and 44 creative disciplines. The lab’s mission is to accelerate creative talent and generate innovation. It’s current research themes include Brand labresearch, Chocolate lab, and the Urban Green research for which we invite you too to take part in the ideation process. (See next page)

Urban Green research, Labmember Meric Kara, Istanbul

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YOUR COMMUNICATION NEST NEWSPAPERAPRIL , 28 2011

Name: ............................................................

City: ............................................................

Country: ............................................................

Discipine: ............................................................

email: .............................................................

labfiles: yes / no (work registered on addictlab.com)

YOUR SELECTED RESEARCH AREA *ISSUE YOU WANT TO SOLVE*CONCEPT / IDEA / POSSIBLE SOLUTION

SKETCH*

LABMEMBER / WHO ARE YOU? WHERE ARE YOU?

Your ideas wanted.Addictlab is doing research on how to make our cities more green. The project is com-missioned by the Flemish govt, dept ANB. Ideas will be filtered for the governmental organisation as a consultancy project, but can also be selected for publication in the #30 Ad!dict inspiration book, as awareness and inspirational content. [Possible commercial and confidential ideas can be mailed to jan@addictlab.com]

mobilitycommunitybiodiversityarchitectureentertainmenteducationculture

brandingdesignparksterracesroofs

(or add your own)

RESEARCH THEMES

addictlab.comglobal creative think tank

TM

IDEA ALREADY IN

IDEA ALREADY IN

IDEA ALREADY IN

IDEA ALREADY IN

ADD YOUR SKETCH TO THE THE EGG IDEAWALL & LOOK FOR RESULTS ON ADDICTLAB.COM

*

THE EGG & ADDICTLABRESEARCH: URBAN GREEN

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YOUR COMMUNICATION NEST NEWSPAPERAPRIL , 28 2011