The Floriade is an international horticultural expo that is held once every 10 years somewhere in the Netherlands. Next time, in 2022, it will be held in Almere. Togther with MVRDV architects (for the urban plan) and KesselsKramer (for the communication) Almere pitched and won the event presenting the province as a place where building and letting ‘nature’ take its course go hand in hand. In the next 10 years, preparing for the event, Almere is going to fully live up to its green proposition. We really like the visual identity created by KesselsKramer – illustrated by Anthony Burrill. There’s also an animation (in Dutch) created by Bas Mooij.