Floriade Expo 2022

Floriade is the world-renowned horticultural exposition held every ten years in the Netherlands. Floriade Expo 2022 takes place in Almere. Its organization asked DST for the concept and design for its visitor centre, which we built in partnership with Hypsos.

Long tradition

Goal was to not just show visitors around in the making of Floraide Expo 2022, but also highlighting the decades-long tradition of Dutch world horticultural expo’s. In a way that both matched Floriade Expo 2022’s strategic and sustainability goals.

Work in progress

The concept DST developed for the visitor centre, was Work in Progress. A raw, flexible style that allows Floriade employees to update the centre themselves. And that incorporated local suppliers’ capabilities to work with repurposed materials and furniture.


Together with Floriade volunteers, DST searched national and regional archives for high-quality images, as well as approaching photographers to sponsor the centre with their historical photos. The result was a broad collection of images of previous Floriade editions.


The Floriade Preview Centre opened its doors to visitors in Summer 2020. The centre is free for all Almere citizens, and forms part of the grounds tours offered by the organization in the run-up to Floriade Expo 2022. After its use the centre will be completely dismantled and repurposed, both its building and contents. Until then it is flexible in use, and is also able to function as a (digital) meeting room and for welcoming B2B visitors.

Design Thinking Centers

The first Design Thinking Center opened its doors in a former Amsterdam chewing gum factory, in 2016. DST delivered its concept and design. In the three years that followed, over 15,000 visitors visited over 600 sessions there. A great success, prompting owner Nextview to open a second center in 2018, at the High Tech Campus in Eindhoven. DST provided them with concept, design and build. In 2020 the Design Thinking Center formula went international.

End-user is key

Just to refresh your memory, design thinking is a method in which an end-user of a product, service or process is key. No wonder that the Design Thinking Centers in Amsterdam and Eindhoven are human-centered. Visitors are asked to truly dive into their customer’s problem, in his or her latent desires. That’s what results in better products. Products that truly meet a need, and are wanted.

Stimulating environment

The Amsterdam Design Thinking Center is housed in a former chewing gum factory, within sailing distance from Amsterdam Centraal Station, where visitors are picked up with sustainable Plastic Whale boats. These are also made possible by Nextview. The Design Thinking Center in Eindhoven is located on the High Tech Campus. This is where Philips’ fundamental and applied research departments have been based for half a century. The campus was made accessible to other organizations fifteen years ago, from single-minded start-ups to powerful multinationals. Both locations share their central location, and their inspiring environment supporting and stimulating sessions.

Get going

The light and roomy former factory buildings of the Design Thinking Centers invite visitors to take an open approach to whatever problem is at hand. In a joint session they are introduced to it, and to the day’s program. The adaptable interior of the center then provides all facilities needed for a deep-dive in any subject. Moveable walls, an inspiring though somewhat unusual interior, very functional break-out spaces and a theme matching visitors’ approaches.


Its Design Thinking Centers help Nextview support their customers and prospects to the max, allow prospecting of true customer issues, develop new products and improve on internal processes. They generate new business for Nextview, and play a crucial role in building and maintaining sustainable customer relationships. With 200 tailor-made sessions and 5,000 selectively invited visitors a year each, Nextview is making optimal use of the centers’ potential.

G4S Innovation Centre

G4S Nederland had a world’s first with its own experience centre on cash management. In this G4S Innovation Centre in Utrecht, businesses experience first-hand how they can efficiently and safely set up their cash and electronic money flows. DST developed this B-to-B experience together with G4S. The conversations in the Innovation Centre are a major tool for their sales, marketing and communications departments.

Why, how, what

The centre is divided into why, how and what areas. Visitors first undergo a mindset show about the ‘why’ of G4S. They then get into a workshop to work on the ‘how’ question: how to organize their cash process more efficiently – with the expertise of G4S. The experience ends in the ‘what’ area, where the equipment is first shown. A conscious routing: not the G4S products are central themes, but the conversation about topics that keep clients awake at night and how things could be improved. ‘Sales is ideally about clients experiencing your knowledge’, as G4S puts it today.


In the centre, insight selling takes centre stage. Cash processes are complex. Solutions do not always come across in a sales talk, a PowerPoint presentation or a website. In the G4S Innovation Centre, clients experience the expertise of G4S and the tailor-made solutions offered by G4S. This creates optimal interaction and openness between G4S and its clients or prospective clients. G4S and its clients come to new insights through experience. These are turned into added cash management value for customers, and result in a significantly higher conversion rate for G4S’s sales department.