Press Release PRESENTS June 2018

BRUSSELS EXPO 09-06-2018 27-01-2019 THE SMURF EXPERIENCE: A BELGIAN CREATION READY TO TOUR THE WORLD Holy Smurf! Come along to an unusual immersive experience that prepare Belgians (and all Earthlings) for Smurf life. In 1958, Belgian writer Pierre Culliford, also known as , fell in love with the mischievous little blue gnomes while writing a story (The Flute with Six Holes). Sixty years later, Smurf Village 2.0 is coming to the 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 by now, ghastly will turn you into salt dough!

2018: YEAR OF THE SMURFS

Only a country as Smurf-tastically surreal as 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 ’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 , 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).

PRACTICAL INFORMATION

Where? Brussels Expo – Hall 4 Place de Belgique 1020 Brussels

When? 9 June 2018 till 27 January 2019, 10am-6pm.

Tickets available on www.smurfexperience.be Children (3-12): €11 – Students and Young People (13-18): €14 - Adults: €17 - Families (4 people): €52. “Collectors” tickets are also available for around €4.95 extra (or €10 extra per family).

Exclusif pour les familles

Capacity: Up to 3,000 people per day.

Length of visit: roughly 1 hour 15 minutes. BACKGROUND INFORMATION BELOVED HEROES THE SMURFS CREATED 60 YEARS AGO ONCE UPON A TIME…

It all began on 23 October 1958 in the pages of the Belgian magazine . Johan and Peewit were the heroes of a comic set in the Middle Ages. A little voice appeared on the 36th page of their ninth story saying, “Can’t you look where you put your Smurfs? You nearly smurfed me!” Then a little blue-skinned gnome popped up from behind a stone. It led Johan and Peewit to the village. The Smurfs had made their début in Peyo’s world. Nobody could have imagined that this modest beginning would mark the start of a global phenomenon. As minor characters in “The Flute with Six Holes”, they could have disappeared after “the end”, but the audience’s enthusiasm made that impossible. From then on, Peyo took them on their own adventures, firstly in short stories in a smaller format, then in a series of full size albums the success of which grew and grew.

Thirty-six albums later, with more than 50 million albums sold around the world, the Smurfs have become international icons of . But these mischievous little blue creatures soon leapt off the pages and onto our cinema and TV screens, and digital platforms. ‘The Smurfs and the Lost Village’ came out in 2017. It was the third feature-length animated film starring Peyo’s mini heroes and the first full-length CGI (computer generated imagery) animation. A new 3D animated series is planned for 2020. The Smurfs also have their own official YouTube channel available in 41 languages. They star in musicals and are special guests at theme parks in Antwerp, Dubai, Malaysia and Moscow (in 2019), and soon they will be heading to China too.

PEYO: A MODEST, SELF-TAUGHT MAN

Pierre Culliford (known as Peyo) was born in Brussels on the 25 June 1928. He had to work from the age of 15, starting out as a cinema projectionist, then moving on to working in a cartoon studio. The studio closed and Peyo decided to move on to comics. He published comic strips in a wide variety of daily papers, but it was difficult at first.

He did not become successful until he joined Spirou magazine. With fellow artists Franquin, and Roba, their work formed a milestone in humorous European comics. After the Smurfs appeared, Peyo continued working on the adventures of Johan and Peewit, as well as Poussy the cat, and he created Benoît Brisefer, a boy with super-powers (known variously as Tammy Tuff, Benny Breakiron and Steven Strong in English). However, the global success of the Smurfs meant they ended up taking up all his energy. He devoted himself to them and their destiny (in all its forms) until his death in 1992.

There are qualities that were embodied in Peyo’s art and were key to the success and timelessness of his work: clear storytelling, a poetic sense of humour, an effective style and constant creativity, not forgetting key values which transcend generations such as tolerance, belief in the future and respecting others.

Studio Peyo was founded in 1964 and trained several big names in Belgian comics, such as Derib, Gos and Walthéry. Six illustrators (three of whom were trained by the father of the Smurfs) still carry on Peyo’s work today. One of them is Thierry Culliford, Peyo’s son, who co- writes new stories with Alain Jost and Luc Parthoens. The 36th album, ‘The Smurfs and the Dragon of the Lake’, came out in March 2018.

IMPS: MANAGES SMURF COPYRIGHT

Based in Walloon Brabant, IMPS is an organisation that manages Smurf copyright. Its employees work with countless businesses on derivative products, from cereal to swimming costumes, video games and toothbrushes.

Here are some statistics that tell you a lot about the power of the Smurf brand

• 700 active licences • 100 million Schleich figurines sold • 1 billion dollars of annual revenue generated by selling retail products • Over 75 million video game downloads • 1 Smurf Haribo eaten every minute around the world

In 2016, IMPS achieved an €11.5 million turnover

60 YEARS OLD AND STILL GOING STRONG

The opening of the Smurf Experience on 9 June is one of the key moments in the “Official Year of Smurfs”, which is packed full of events. • Since 24 March, one Brussels Airlines Airbus A320 has been flying with a Smurf makeover. • In April, the studio that creates the Smurf comics created a special drawing for the 60th anniversary of the Atomium. It is on display in front of the kid’s sphere. • On 24 May, the Expo Peyo, an exhibition telling the life story of the great comic artist, opened in the Centre Wallonie-Bruxelles in Paris (opposite the Pompidou Centre). The exhibition is on until 28 October 2018 • On the 19 June, a Smurf mural will be officially unveiled close to Brussels Central Station (next to the Hilton Brussels Grand-Place). A second fresco will be inaugurated in Rochefort. • On the 31 August, the Smurfs will once again serve as mascots at the Memorial Van Damme athletics event. • In September they will be guests of honour at the 9th Brussels Comic Strip Festival. • In October, the Smurfs’ birthday month, (their actual birthday is 23 October), a heritage book about Peyo’s work will be released.

PRESS CONTACTS Origami PR 02 539 07 04 Fabienne Smets / Lucia Sanchez [email protected] – [email protected] IMPS Philippe Glorieux [email protected]

Download photos of The Smurf Experience via this link http://urlz.fr/79UT