Food Innovation Strip spatial design, place branding

Shown is the winning design proposal for informational objects for the place branding of the Food Innovation Strip Ede-Wageningen (KennisAs) in The Netherlands. The objects act as beacons along the main road transversing the Food Valley region connecting the cities Ede and Wageningen. The objects brand the environment as the heart of the valley, they announce the redesign of the road and will be used to provide information about developments. The spatial design was developed in collaboration with designer Gidus Hopman.

Project team

Client: Province of Gelderland. Projectmanager: Peter Muller. Projectleader: Hermelinde van Xanten. Projectpartners: Province of Gelderland, Ede council, Wageningen council, Wageningen University & Research CentreProduction and design: Pier Taylor. Co-design and construction: Gidus Hopman. Structural calculation: Berkhout Tros Bouwadviseurs. Year: 2015/2016.






Above, the artist impression of the design of the Food Innovation Strip by CULD urban landscape designers acted as the departure point for the design. A succession of led-lit beacons is visible. We retain this image but wanted to open up these squarish tower volumes. Frontally we kept the impression intact, but in passing their open construction and organically shaped wooden profile will surprise drivers and cyclists.



A modular design makes it possible to compose structures at different sizes and with a variety of contourshapes. The expressive use of wood, a condition of the assignment, and the modular compositons suggest fluidity and movement. Like trees shaped by the wind. The modular design enables beacons to be disassembled, transported in parts to new locations and reassembled in new configurations to suit changing needs and circumstances.







In addition to the purpose of branding several social functions
were considered. The modular concept was expanded upon
to include street furniture. We translated the modular esthetic
into street furniture like benches, sound barriers, bicycle shelters,
a vertical playground, look-out point and taxi stops.




To conclude the spatial design assembly principles and detailed construction drawings were developed for two mobile informational objects. Below the final drawings are shown.







Decorative pictograms were designed to work in conjunction with the modular concept to convey the breadth of activities on the innovation strip. These were later further developed. View designs 