Revolutionising
Recycling in
Entertainment

Increasing waste sorting at entertainment venues by providing educational and engaging waste management solutions.

Apply nowdiscover the challenge
The Challenge

6 out of 10 waste items are sorted into the wrong recycling bin at large-scale festivals

The Mission

What if we could boost recycling rates by providing an educational and engaging experience?

The Approach

To motivate festival goers to sort waste more accurately, fostering a culture of sustainability and awareness at entertainment events

So how are we doing it?

Partnering to increase recycling rates

Public areas, especially during large-scale events, are focal points for addressing incorrect waste disposal.
Tackling a problem of this size requires both corporate expertise and startup innovation. With that goal in mind, Brussels Airport, Tomorrowland, and two Belgian startups—Beyond Ordering and Neurogreen—partnered with EntertainmentLAB.
The acceleration program will develop and test a Proof of Concept (PoC) to boost recycling rates in a fun and educational way.

An AI-powered sorting experience

The solution will boost recycling rates by turning the process into an engaging, educational experience.
The PoC will consist of one educational sorting point be set up at Tomorrowland’s DreamVille campsite to pilot the solution with festival-goers over two weekends, once project requirements will be met.
The PoC will feature a smart bin solution to recognise different types of waste by AI-image-algorithms, which will educate and incentivise festival goers before and during their sorting.

Optimising waste management by turning today's waste into tomorrow's products

Collaborative tech to turn waste into wins

Brussels Airport will gather insights on how to motivate consumers to contribute to circularity and the impact an interactive smart bin can have on recycling rates.

Tomorrowland will test a first AI enabled waste sorting solution, to evaluate and implement further waste initiatives at the festival.

Beyond Ordering and NeuroGreen will provide an all-in-one solution by combining their smart bins, AI expertise, and reward system.

Each partner will acquire valuable insights to increase recycling rates and fortify user relationships

How does the development of the new product work?

November 2024
Intake workshops with corporate partner
December 2024
Solution ideation workshops and solution definition workshops
Jan - April 2024
Build POC
May 2024
POC test set up
Summer 2024
New product ready to be tested
Apply now

The PoC development journey

April 2024
With a solid concept in place, development has begun. Design efforts for the smart bin’s hardware and interface are underway.
May 2024
The machine learning model for the smart bin is being trained to accurately identify festival waste streams.
June 2024
The PoC smart bin will undergo rigorous lab and field tests to guarantee functionality and user safety.
July 2024
Once the smart bin meets project specs, it will be tested live in the educational sorting point at the Tomorrowland DreamVille campsite.
Apply now

The heroes behind this challenge

Brussels Airport

Brussels Airport understands the impact of large gatherings on the environment, and the need for solutions. By backing the Circularity & Recycling challenge, they're seeking innovative ways to manage waste, close the loop for recycled items and reuse it for new purposes, hoping to apply these learnings on a greater scale.

Tomorrowland

Tomorrowland brought in the program their top-notch industry expertise and sustainability know-how.

Beyond Ordering

Taking care of the complete F&B solution is Beyond Ordering’s core mission. When recyclable hard cups were introduced in the event industry, Beyond Ordering launched QR refund - a solution based on financial rewards - from the ground up. Within Entertainment Lab, it’s Beyond Ordering’s goal to extend QR refund with commercial rewards and gamification in order to strengthen community awareness. Technically, a next step in automatisation will be taken by adding a waste recognition system.

NeuroGreen

Neurogreen is providing their expertise in hardware design and development, combined with software and AI model engineering to deliver comprehensive solutions. In addition to our technological expertise, we specialize in addressing environmental issues, ensuring that our innovations foster sustainability. Our mission is to seamlessly blend cutting-edge technology with eco-friendly practices, creating solutions that are both high-performing and environmentally responsible.

Apply now

Other challenges

Immersive Experiences

Turning live events into multi-sensory, interactive experiences that can be enjoyed worldwide.

Challenge team
find out more

Crowd Monitoring

Leveraging LiDAR technology and Rich Business Messaging (RBM) to deliver real-time crowd insights that elevate event experiences and boost safety.

Challenge team
find out more

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FAQ

Do I have to move to Belgium in order to participate to the program?

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When do I receive the financial contribution?

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Will I own the IP of the POC that is developed by the corporate partner?

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Can I pick the cororate partner with which I work?

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What is the legal set up of this project?

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Is the POC test guaranteed?

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Do I get to choose what Tomorrowland event the POC will be tested at?

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Do I get to choose what Tomorrowland event the POC will be tested at?

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