Media Plaza Jaarbeurs, Utrecht, The Netherlands

Anyone walking into Media Plaza in the Jaarbeurs complex in Utrecht is struck at once by its futuristic appearance. During the recent rebuilding, the theme of Fire & Ice was created in spectacular fashion with colour, lighting, materials and shapes. Not visible, but certainly as impressive, is the floor construction.

Architects from 123DV succeeded in reshaping a 4,000 square metre, bare exhibition salon into a futuristic venue for innovative congresses, workshops and seminar theatre. Intense colours like red, yellow, orange and black predominate in
the foyer. The curved shapes used express fire while in the salons the right-angled details and white colours express ice. What is unique is the fact that the atmosphere, look and the mood of the plaza can be adapted at any moment with the help of lighting. The psychology of colours has been put into practice here and the theme of fire and ice has been taken in to account.


  • Project completed in 2008
  • 3,000 m² fermacell Flooring Elements / 3,000 m² fermacell Gypsum Fibreboard