Holy Smurf! Come along to an unusual immersive experience that will prepare Belgians (and all Earthlings) for Smurf life. In 1958, Belgian writer Pierre Culliford, also known as Peyo, fell in love with the mischievous little blue gnomes while writing a Johan and Peewit story (The Flute with Six Holes). Sixty years later, Smurf Village 2.0 is coming to the Brussels Expo. Come and meet Peyo’s star creations from 9 June 2018 until the 27 January 2019 in Hall 4.
Their empire includes more than 50 million comics sold in more than 90 countries, 272 TV episodes broadcast in more than 100 countries, 41 YouTube channels, 3 feature-length films and 4 theme parks. If you haven’t heard of the Smurfs by now, ghastly Gargamel will turn you into salt dough!
2018: Year of the Smurfs
Only a country as Smurf-tastically surreal as Belgium could name 2018 the ‘Official Year of the Smurfs’. The Minister of Foreign affairs is mobilising his global network of diplomats for this special occasion. Brussels Airlines is also transforming an Airbus A320 into a colourful ‘Aerosmurf’ (take a look at the background). Over the years, Peyo’s little blue gnomes have become the most authentic ambassadors for Belgian humour and values.
The Smurfs made their debut in the world of comics in 1958, as minor characters in one of Peyo’s earlier Johan and Peewit medieval adventures. In order to celebrate the Smurfs’ sixtieth birthday in style, the IMPS society wanted to use their copyright to the Smurf universe to create a major event to celebrate Peyo’s impressive legacy. This initial idea was coupled with the creativity and know-how of Stéphan Uhoda and his team. This association gave life to,
Led by Seasoned Professionals
The Smurf Experience is a fully immersive show. ASBL L’Usine à Bulles will be responsible for production and creation, as part of a co-production with DC&J Création. Meanwhile, operations will be led by Cecoforma (Uhoda group), an organisation specialised in communication and events. They are well known in Brussels and Wallonia, and have a strong international network. Leading this unusual project is Stéphan Uhoda, chairman of L’Usine à Bulles and CEO of Cecoforma. Born in 1953 in Liège, Uhoda is a culture and heritage aficionado. He joined his family’s service station business after studying at the University of Liège Administration and Business School.
In 1978 he went on to manage the company. Cecoforma was involved in the technical assistance sector, in both Belgium and abroad. Uhoda diversified in 1990 after the Wallonia Region bought Cecoforma on behalf of the European Commission. In 2016, he acquired Dynamic Events, a B2B and B2C event management company. As a collector of contemporary art, Stéphan Uhoda has also invested in a number of cultural institutions in Liège. “Arts and culture are sources of inspiration for people, including entrepreneurs. The Smurf Experience is a project that is at the intersection of different kinds of work that the Uhoda group carries out. Above all, it was the product, the Smurfs, which convinced us to take on this project. The Smurfs are an amazingly powerful communication tool for spreading important messages,” says Uhoda.
To bring the Smurf Experience to life, L’Usine à Bulles called on seasoned professionals, starting with set designer Marcos Viñals Bassols from Barcelona. He studied interior architecture at the Institut St Luc, followed by set design at La Cambre. He has worked extensively with Belgian directors and producers. He was responsible for, amongst others, the set design for the Battle of Waterloo Memorial. “I was raised on comics, Peyo’s work in particular.
Nowadays, children grow up to cartoon Smurfs on the TV, in cinemas or on YouTube,” explains the designer. “The main challenge to overcome in the Smurf Experience set was how to translate the expectations of the different target audiences (children and ‘big kids’) into something coherent.” Meanwhile, L’Usine à Bulles chose Mario Iacampo as executive producer of the project. He is the managing director of Exhibition Hub, an international exhibition creation, production and distribution company. They have worked on projects such as Van Gogh-The Immersive Experience and The Art of the Brick, which showcased Lego sculptures of American comic-book superheroes,
Immersion 2.0 in smurf world
From 9 June, the Smurfs will be in Hall 4 of the Brussels Expo for six months. They’ll invite you to join them in an incredibly immersive world for an unusual adventure that is fun and educational in equal measure. Visitors will feel like they’ve been shrunk to Smurf-size (thanks to out-sized interiors and characters) as they explore the enchanted world full of discovery and danger. In nine unique spaces covering a total of 1,500 m2, visitors can get a taste of the Smurf lifestyle, speak their language and fight their longstanding enemy Gargamel.
What is the Smurfs Experience? By diving into a giant comic strip, visitors will go deep into a magic forest to reach the Smurf village. They will taste a magic elixir in Papa Smurf’s house that will turn them into Smurfs themselves. Far away, Gargamel is working on a terrible machine that will destroy the village’s climate, our climate. Visitors will have to brave the enchanted forest, avoiding terrible traps that lead to the infamous Gargamel’s lair. They will need all the Smurfs’ help if they are to capture the evil wizard and destroy his awful invention. The adventure has a happy ending and visitors are invited to the village party where they can learn the Smurf dance!
Performing Arts and Technology
By using the latest technical innovations, this immersive Smurf experience has a realistic interactive dimension. Animated hologram Smurfs are incorporated in the spaces. A computer graphic Gargamel, trapped in a cage, interacts with the audience thanks to live motion capture. There are giant projections on tarpaulins thanks to video mapping and technology developed by Faceshift means visitors can look into a virtual mirror and see a Smurf version of themselves reflected back! There will also be several amazing virtual reality experiences for them to try out. “This technology was specially adapted for the Smurf Experience through the creation of unique content. One of the big moments in the Experience is a virtual reality section where visitors escape Gargamel and fly back to the village on a stork. It’s a gripping, realistic flight!” says producer Mario Iacampo. Dirty Monitor is the company which developed the different apps used in the Smurf Experience.
“We wanted to present the Smurfs as modern characters that have moved with the times, not as old trolls with white beards, no offence Papa Smurf. Since their inception, Peyo’s blue gnomes have always had this amazing capacity for reinvention and relevance. We have ensured that all the technology can be used by all our visitors, young or old,” adds Chloé Beaufays, the Smurf Experience spokesperson.
The performing arts are present throughout this ambitious show. Throughout the visit there are different activities involving characters in costume. Two of them are at the entrance in a comic strip frame to talk to visitors. Others work Grumpy Smurf, Lazy Smurf and Jokey Smurf puppets from a 120cm stand. “These actors share spontaneous interactive moments with the audience. They can adapt each performance to their reactions,” says Mario Iacampo.
Defenders of Universal Values
Part of the show’s appeal is the values the Smurfs espouse: honesty, courage, tolerance, solidarity and generosity. They have healthy lifestyles and care about protecting the environment. “These universal values transcend age, gender and culture, and it’s in this spirit that the Smurf Experience was created. The Smurfs’ values encourage you to reflect on the modern world,” explains Véronique Culliford, the CEO of IMPS.
In 2016, the Smurfs were chosen as ambassadors for 17 sustainable development goals (SDG) set out by the United Nations. 195 countries adopted these goals in 2015. The SDG correspond to three main objectives to be fulfilled between now and 2030: end poverty; protect the planet and guarantee prosperity for everyone. They have been chosen as the themes in the educational content incorporated in the Smurf Experience. Seventeen objects scattered throughout the visit embody the SDG and are accompanied by information sheets and projections. For example, there is a washing line for gender equality, a safe to reference the eradication of poverty and a rolling pin is a symbol of reducing economic inequality. There are also teaching materials for school groups which have been produced with the different education systems in the north and south of Belgium in mind. These materials are available in the three national languages.
“The SDG are a fabulous resource for making young children think about sustainable development,” says Marcos Viñals Bassols. “What’s more, as the Smurf Experience is expected to go on tour around the world, particularly in countries where children don’t necessarily know about the pressure our planet is under, this educational message takes on even more importance.”
A Show Partly Funded by tax Shelter
With a 5 million euro budget, the Smurf Experience is an ambitious immersive show. A fifth of the Budget came from Tax Shelter, which expanded to performance arts in 2017. Combining performance with innovative sound, image and set technology, the Smurf Experience corresponds perfectly to the newly expanded Tax Shelter framework. By using this funding source L’Usine à Bulles has collaborated with the DC&J Création cooperative, Tax Shelter specialists Inver, the Theatre de Liège and Theatre Jean Vilar.
The Smurf Experience also relies on the support of several private and public partners. Its main sponsor is Daoust, a Belgian human resources company that was named Business of the Year 2016 (Ernst & Young, L’Écho) and Best Career Transition Company at the HR Excellence Awards 2017. Daoust will be sporting Smurf colours throughout 2018. “The Smurfs are an important source of our national pride. Our collaboration with the Smurfs highlights the Belgian roots our family business holds dear. Beyond this Belgian spirit, this collaboration was a no-brainer as Daoust and the Smurfs share common values such as respect, friendliness and being family-oriented. These values are really at the heart of our famous “Welcome to the Family!” motto explains Giles Daoust, company CEO and recently named Young Top Manager in The Entrepreneur Awards.
BNP Paribas Fortis, as well as other public institutions (the National Lottery, Brussels Region and some of its organisations such as Visit Brussels, the Wallonia-Brussels Federation and the German-Speaking Community) are also lending their support to the Smurf Experience.
An International Calling
In 2019, the Smurf Experience will set out on a five-year world tour. The sets, the storyline and the technology incorporated in the show were planned so that they can be adapted to a range of audiences around the world. Several interested parties from Europe, the Middle East and Asia have been in touch, before the Experience had even been launched. Peyo’s little blue gnomes have succeeded in the fantastic feat of becoming ambassadors for Belgian heritage around the world (see below).