The environment? A work of art in itself!

THE ENVIRONMENT? A WORK OF ART IN ITSELF! Artists gave free rein to their imagination to create an exhibition stand that is also a work of art. Original and playful! Original, playful and artistic, the stand that the Brussels Region will present this year at the Green Fair, the environment fair to be held at the Heysel from 22 to 26 October, will have plenty to surprise many a visitor! It will certainly make an impression right in the middle of the 150 exhibitors from all four corners of the country and from abroad. It all began four months ago, when the cabinet of Environment Minister Didier Goswin approached the communication agency Belgium Contact. "The Region asked us to design a stand but gave us carte blanche for the conception," explains Bernard Mahy of Belgium Contact. "The only constraint was the price, which could not exceed that of a standard stand." The basic idea: take the drama out of environmental issues, give them no distressing connotation. Belgium Contact secured the collaboration of sculptor Mon De Rijck (known for his boundless imagination) and the Art Pool artists' collective (Charline Mahy, Irène Sturbelle, Michel Tournay, Luc Messens, Michel Wynen, Renold Poot). Out of their encounter came an artistic project of 300 sq m rarely seen at fairs and shows! "It is a sort of naïve wink that sums up the Region's environmental activity," specifies the director of Belgium Contact. "And it also covers the minister's other responsibilities: housing, green spaces, water." A PYRAMID OF PURITY Imagine a square of painted panels depicting a block of Brussels houses (sixteen in all). Those houses of yesteryear, with their little fine lace curtains, their flower pots hanging on the façades or their cat licking itself on the windowsill: in short, those little nests where you can feel that life is good. The doors open onto an inner garden in the middle of which stands a pyramid. "This pyramid symbolises the ideal path towards purity," explains Mon De Rijck. "Three facets of materials recycling are displayed on it: glass, paper, metal. Down the fourth side flows a cascade of water. At the top of the pyramid, we are going to plant grass." At the foot of the cascade, a Carrara marble sculpture, "The Mermaid", made by Mon De Rijck himself. Also in this inner garden, the various stands will take their place: that of the Environment Minister's cabinet, that of the Brussels Institute for Environmental Management, of the Administration of Natural Resources and the Environment, of the Green Spaces department and of the Green Plan. "The idea is to bring together in this convivial space (there will also be a small café) all the environment specialists from whom visitors will be able to find answers to all their questions," Bernard Mahy continues. "And that is not all: the environment information service (tel: 02/775.75.75.) will be moved there for the duration of the fair. The public will be able to watch it at work." A UNIQUE EXPERIENCE It really will be an active stand. The selective collection bins, real yellow and blue bags, will be put out on the doorsteps. And on Friday 22, Saturday 23 and Sunday 24, the Magic Land Theatre company will liven up the premises. "It will be the big surprise. They are preparing, I believe, a memorable event," enthuses Bernard Mahy. "Those who stay away will miss something! A tramp will be involved; Quick and Flupke (the characters of the waste campaign) will be among the spectators!" And after the fair? The stand was rented by the Brussels Region from Art Pool, which will therefore take it back. "This project is above all the story of a coup de cœur," concludes Bernard Mahy. "A unique experience, with little chance of ever happening again." One more reason not to miss the event! Martine Duprez (Photo caption: The artists who joined forces to create the Brussels Region's stand at the Green Fair, in part of the set. Photos Rudolf Marton.)