Dagbladet Borsen is the Danish Equivalent of the Financial Times. Tuesday 9/Nov/2011 It published a two page article on FRESH in Danish.   See attached.    Below is the Google translation with some minor editing:

When Fresh Conference in January occupies Copenhagen, it's not just about learn how to arrange the appropriate event or to order the right food. Meetings trades also about psychology, research and a long number of tools to be used on the right way, says the man behind

MEETING OF TOOLS

By Eva Kirstine Brünniche

Fresh. The name says it all.

Fresh ideas, fresh inspiration, fresh people and fresh surroundings. And that is exactly what conference Fresh aims when the Belgian meeting guru Maarten Vanneste

to January occupy Copenhagen the conference to inspire for more effective meetings, conferences and events.

The conference is however not just about new technology, it latest designs or trends in social media but just as much about fresh formats, new presentation techniques and surprising research, says the man behind it all. 

"The purpose is to share the massive toolbox as meeting the design is based on and teach the participants the tools, they need. You have to walk away with new ideas and tools they can use in their future planning meetings and thereby become better at their jobs, "says Maarten Vanneste, who is the author The Notion Meeting Architecture and organization Meeting Support Institute, and is an organizer of the conference.

Measures to create effective and profit-generating meetings and learn meeting planners to achieve the best possible results.

"If you build a house and do not know what glass is, one cannot do windows. A tool is a tool, and it applies whether you are an architect or meeting planner, "says Vanneste. 

Precisely therefore Fresh invites a broad range of scientists, philosophers, psychologists, etc., which should shed light on brain function of human perception; motivation of individuals and much more. For the meeting planner involves much more than the logistic aspect, hotel booking, event planning and menus, finds Maarten Vanneste. "It's a very broad area and the palette of tools is very great. Therefore, the challenge to know which tools one should use in different situations. But tools can only take you so far. If you do not know how people think, perceive things and how long the brain can hold focus, you cannot design an effective meeting, "he says. 

Will reach further The conference is the first in a series of two or three to be held in Copenhagen. Former Fresh concept has been designed as a dinner, but with a two-day conference Vanneste hopes to achieve more. 

And the choice of Copenhagen far from random. The Danes are in fact world leaders in efficient meetings, he said.

"Denmark is the only country in the world to effectively work with meeting design, and is even gone so far as to launch an Organisers concept called meetovator. Therefore Fresh and Denmark is a natural match" he says. 

A meeting architect is in line with a meetovator, just with more tools in the toolbox, says Maarten Vanneste. Therefore it is his long term goal make the Meeting Architecture to a discipline and a certified training. 

Certification required "As an architect you must meet could work with all types of meetings, various types of participants and handle several industries. You have to could build a modern concrete house one day and a Neoclassical building the next.

As an architect you may never build a roof of straw, yet it is something you see in the architecture school "

Vanneste says, pointing that a certification and a degree in meeting architecture is necessary because:  "Meetings are the only ones who produces results, progress and innovation. Everything happens from people who meet and talk. We would not have the world we today and the inventions society is built, if No two researchers countless times had met and debated and thence found a new solution or created a new invention. "

evbr@borsen.dk

Facts Meeting architecture

Meeting Architecture is the discipline of designing a meeting experience, its content, format in pursuing the desired impact on participants or other stakeholders.

A Meeting Architect is also focussing solely on issues like, how dad people to talk about a particular topic or meeting the right people to talk with. It can for instance be done via table plans.

The work of a Meeting architect is the content side of a Meeting. Not the content of a speech, but how it will be presented.

Project Meeting Architecture 2011

the linking virtually step toward developing Meeting architecture as a discipline and a

definite profession. The design and precursor is not yet firmly in place, but is based on meeting architecture manifesto written by Maarten Vanneste.

EKB

Facts Meeting Support Institute

■ The concept Meeting Support grows as the number of people aware of the need to design and measure meetings.

■ Here, you find tools and services together with a overall focus of producing meetings with strong and measurable results.

■ The site is a database www.meetingsupport.org

of tools, services, books, articles or research that appropriate for meeting planners.

Facts Fresh conference

Fresh is a two-day conference in Copenhagen that takes place 15th-17th in January.

Conference is Sponsored by Visitdenmark.

Intention is to introduce and demonstrate the latest tools and knowledge in Meeting design and effective results. All target meeting planners, meeting designers and meeting owners.

 All presentations, scene design, and food must be really new and innovative.

Topics of the Conference are Meeting technology Meeting styles presentation techniques social media and ROI (Return on investment).

The Speakers of the FERSH conference will come from all over the world and al kind product specialists include these areas.

Conference expected to attract between 100 to 150 meeting planners, professionals, designers, and facilitators.

Most participants are expected to come from Europe, but also a portion will come from the United States and Canada.

The challenge is great 

High value-added

Although concerns about generating profit from meetings grows, it is still a challenge for the message to spread out, says Maarten Vanneste, the star behind the conference Fresh.

Meeting planners are busy and spend much time in the operational: book hotels, arrange transportation etc. Therefore

these ‘new’ territories ar of growing value if effective meetings must be part of everyday business life.

The economic crisis means that business rather will save than invest more time and money meeting planning or meeting design. Therefore managers must be convinced of the ultimately great value of meetings. he says 

It makes that management is not always Understanding, where it can create high value-added by putting greater emphasis on meetings.

EKB

Visitdenmark: Ideal to strengthen our position

INNOVATION

Fresh Conference will continue to confirm Denmark's position as an innovative Meeting destination believes Visitdenmark.

‘Denmark is very advanced in conditions for innovation and effective meetings. We must show this. The conference will attract slated people from around the world and not

least opinion-leaders will send its message’ says Markus Diefenbach, who is an international project manager for business tourism in Visitdenmark.

‘We managed to persuade Maarten Vanneste to the choose Copenhagen’ continues Markus Diefenbach.

We have with our Meetovation-concept an effective impact on meetings. Therefore, we were super excited, when we were appointed as destination he says.

The purpose of the Meetovation is to end boring meetings and the principle consists of the five elements: participant involvement, physical setting, sustainability, ROI, and local connection.

EKB