The location of the exhibition hOLAnDA 2003: Villa Arena
hOLAnDA 2003 took place in a location that was perfectly suited to show Latin American Design to a large audience in Europe: Villa Arena. Villa Arena is Europe's largest living mall, filled with five floors of design shops, furniture shops and other living related outlets. Regularly, exhibitions with art or design take place in the public area or in one of the selected exhibition areas.
Villa Arena offers perfect facilities. It is close to Amsterdam Schiphol Airport, one of Europe's largest airports, it's situated next to the the highway, the Amsterdam Metro System and the dutch railways and very easy accessible.
Villa Arena had all facilities to provide a pleasant exhibition atmosphere. Enough parking spaces, child care, toilets, catering and security to make sure that people can focus on the products and graphic design displayed.
The exhibition area was large (4000 m2) and provided enough space to give each product its own area, to tell the story and show the strength of the design or production.
The general audience combined coming to the exhibition with shopping, going to the largest cinema complex of Amsterdam around the corner, or went to a nearby concert in one of the cultural centers at 50 meters from the Villa Arena. Our specially invited and professional audience was able to gather in nice restaurants or meeting rooms in the Villa Arena.
During the exhibition, LADF set up a joint promotion programme with Villa Arena to make use of their communication power. Advertisements for the exhibition were spread in a special magazine that was distributed in 450.000 households. The exhibition was held in October, the busiest month in the Villa Arena because of the national ' living month'.