PICNIC, Europe’s leading event for the creative industries, announced its program themes and a new venue for 2011 during a meet-up in the historic Waag building in Amsterdam.

Urban Futures...

After five years, PICNIC moves to NDSM wharf and builds a PICNIC City

Now in its sixth year, PICNIC reiterated its commitment to creativity and technology – in terms of content, involvement of the PICNIC community and its international reach. This event for professionals is internationally known for its innovative festival approach, combining cutting edge content with new, interactive program formats and a surprising and exciting visitors experience.

Waag Society director and PICNIC co-founder Marleen Stikker revealed the theme of PICNIC ’11: “The PICNIC ’11 theme is ‘Urban Futures’. We will explore the impact of global urbanization on our cities, societies and our lives and the way creative and smart technologies can play a role. The challenges following from mega urban environments in areas like demographic shifts, (natural) resources, infrastructure, health and governance are getting more and more pressing. PICNIC brings creative thinkers, developers, designers and entrepreneurs together to collaborate on possible solutions.”

“What will make PICNIC ‘11 really different compared to the preceding editions or any event out there is our theme as the starting point for everything”, says Creative Director, Marcel Kampman. “We are going to build an actual “PICNIC City” to prototype creative, urban applications and concepts and we will call upon the PICNIC community to help us build this temporary environment.”

PICNIC ’11 will take place from 14 to 16 September 2011 at the NDSM Wharf in Amsterdam.

The “PICNIC City” will arise at a new location for PICNIC ’11: the NDSM Wharf on the north side of the river IJ in Amsterdam. PICNIC’s Program Director, Kitty Leering commented on the move: “We have had an amazing five years at the Westergasfabriek, but the time has come to challenge ourselves more, as well as offer our visitors a new experience. Moving our event to the NDSM Wharf gives us an excellent opportunity to take the look and feel of the festival to another level.”

According to Rob Post, chairman of the city district Amsterdam-North, the festival and this part of Amsterdam have similar characteristics: “PICNIC represents a strong pioneering spirit, innovation and creativity. That also holds true for Amsterdam North. We welcome PICNIC to the sunny side of the IJ.”