URBAN MANAGEMENT

A VIVID PORTRAIT OF VERSATILE AMSTERDAM ZUIDOOST

Research Group Cities & Visitors Field Labs Amsterdam Zuidoost

16 June 2017

CREATING TOMORROW

A VIVID PORTRAIT OF VERSATILE AMSTERDAM ZUIDOOST

Research Group Cities & Visitors Field Labs Amsterdam Zuidoost

16 June 2017

CREATING TOMORROW A VIVID PORTRAIT OF VERSATILE AMSTERDAM ZUIDOOST

4 FOREWORD

The Urban Management Symposium students live here. Projects like these Cities and Visitors’ aimed at contributing help us to research and understand the to generate attention for Amsterdam current urban condition, while being Zuidoost. We think that the adjective fully part of it. Our students, with fresh, ‘versatile’ applies to Amsterdam (and open and bright minds, contribute to other international cities), with their the generation and realisation of new mixed and heterogeneous populations ideas. We hope to continue our journey and flows of visitors, that engage with a in the coming years! large variety of activities and ideas. And in particular to Amsterdam Zuidoost. Willem van Winden, Professor of Urban Economic The city is so much more than its Innovation, Member of Field Lab well-known must-sees, and visitors Zuidoost Management Team increasingly look beyond them. Therefore, our Symposium, held Ps. Also on behalf of Núria Arbonés at the doorstep of the summer of Aran I would like to thank again all 2016, offered a view on a Versatile speakers who contributed to the Amsterdam Zuidoost Symposium celebrated on 16 Juni 2016, in which functions, ambiances and exactly one year ago now. We would life styles become more and more also like to express our thanks and multiple and intertwined in daily urban acknowledgement to the co-organizers rhythms. We heard a variety of stories of the Symposium Zita Ingen-Housz and and perspectives on this dynamic and Anna Groentjes, and to Maarten van thrilling part of the city. And also, der Burg and Vanessa Catalano for their we discussed future perspectives, extra support. And last but certainly not directions, and policy implications. Not least, we are also very thankful to Carla only with the usual suspects – policy Hoffschulte. This present publication makers, politicians – but with people would have not been possible without who live and work in the area, and are her. attached and committed to it.

The Symposium was part of the Field Lab Zuidoost of the Urban Management programme of the Amsterdam University of Applied Sciences. As university, we are engaged with the city, and in particular with this part of the city; we have a large presence in Willem van Winden the area, and a growing number of our

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6 CONTENTS

1 Developing a Research Approach for Amsterdam Zuidoost 9 Núria Arbonés Aran

2 The Local Government: Vision and Policy 23 Dolores Heide

3 Isolation and Physical Restrictions 25 Vanessa Catalano

4 Loving the Bijlmer, Embracing the Past 29 Patrick Meershoek

5 Identifying Hidden Treasures 33 Evelin-Pierre Dumfries

6 Windows to the World 37 Gideon Everduim

7 The Meaning of Food 41 Yvette Dorsiel

8 Small Insights Making a Big Difference 45 Laurent Stomboli

9 Two Sides of the Tracks 49 Elise Stedenburg

10 Green and Blue are the New Gold 53 Arno Gorissen

11 Cultural Diplomacy for Cities and Neighbourhoods 57 Enric Ordeix

12 After the Symposium. A Follow-up 59 Núria Arbonés Aran

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8 1 DEVELOPING A RESEARCH APPROACH FOR AMSTERDAM ZUIDOOST Núria Arbonés Aran

THE REVALORISATION OF CITIES host diversity, tap into a large array Since the 1980s, the revalorisation of of different activities and provide for post-industrial cities as the best places all kinds of people and stages of life. to live and visit has become a general This also means that ‘densification’ has phenomenon in the Western world. become a key term in spatial planning And, if the course does not change, policy – a concern also identified by all pointers indicate to this process Amsterdam urbanists in a manifesto.2 continuing. We are therefore in the Put briefly, one could argue that the privileged position of being able to ideal has become to achieve a city pay testimony to these processes of landscape characterised by what we revalorisation, and even of being able could call a ‘versatile density’. to influence them through gaining an understanding of their mechanisms. In Amsterdam, the phrase ‘rollout of the city centre’ was used to define Amsterdam’s ambition during the last new plans for new areas in which – in two decades to keep growing and contrast to the typical residential areas become more densely populated is a of prior decades – ‘there are not only reflection of a broader, international houses and a shopping centre but also vision on cities and their nature. businesses, small-scale shops and other Edward Glaeser is one of the urban amenities, such as facilities providing scientists who popularised this vision, sports, culture and hospitality services’. by describing successful and sustainable With this vision, new governmental urban environments as places with a organisations such as Top Amsterdam high density and a variety of activities envisaged achieving an ‘attractive, and facilities.1 bustling atmosphere on the streets’, typical for inner-cities. This also applied Perhaps one of most salient character- to new developments. They planned to istics in this revival of cities has been the create a pleasant environment for both appraisal of urban spaces as versatile residents and visitors of all ages and places par excellence. Cities actually backgrounds to spend time in.’3 become liveable once they are able to

1 Edward Glaeser, Triumph of the City. How Urban Spaces Makes Us Human (Basingstok and Oxford: Pan Books, 2012). 2 Zef Hemel, ‘De Stad Als Brein’, Inaugural Lecture. FMG: Amsterdam Institute for Social Science Research, 2012 . 3 Both quotations have been translated by UvA Talen and are originally in Dutch André Buys and Marlien Oderkerk, Studeren in de Topstad. Visiedocument Op Studentenhuisvesting 2010-2014 (Amsterdam, 2010).

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During the process of becoming more compact, prosperous cities tend to improve their infrastructure, especially in terms of cultural offerings and public transportation. In some cases, they also find ways of physically erasing – or at least, mitigating – some of their more robust internal barriers, such as ring roads and railways. For example, by conceiving methods of covering or converting them. In this sense, peripheral areas are getting assimilated by, and integrated into, the city’s urban fabric.4 Núria Arbonés Aran Indeed, these kinds of urban spaces – rehabilitated, clean and featuring contribute to making Amsterdam an a broad offering – have become interesting place for residents and increasingly appealing to visitors.5 All visitors.7 the more since the liberalisation of European flying regulations and the However, the Amsterdam local govern- emergence of low-cost airlines brought ment is now becoming increasingly city trip experiences to the masses.6 aware of the fact that the growth of Amsterdam is one of the many cities tourism can present a threat to live- that started to recognise the growth ability in the city centre (which is by far of the tourism sector as an important the most frequently visited part of the factor for its economy. The Amsterdam city). As early as 2013, the local govern- Economic Board (AEB) subsequently ment noted that (the centre of) identified tourism as one of the eight Amsterdam was already approaching important economic clusters that maximum touristic capacity. An ever-

4 Gordon Price, ‘Why Is Vancouver Number 1?’ (Amsterdam: MRA Congress EYE on the Future, February 2013). 5 Paul Claval, ‘The Cultural Dimension in Restructuring Metropolises: The Amsterdam Example’, in Understanding Amsterdam, ed. by Léon Deben, Willem Heinemeyer, and Dick van der Vaart (Amsterdam: Het Spinhuis, 2007), pp. 59–92. 6 Tobias Rapp, ‘Lost and Sound: Berlin, Techno and the Easyjet Set’, Innervisions, 2010. 7 See manifesto in Amsterdam Partners, The Making of ... the City Marketing of Amsterdam. Het Ontstaan van de City Marketing van Amsterdam, ed. by City of Amsterdam Gemeente Amsterdam (Amsterdam, 2004). 8 Esther Jakobs and Jannes ten Berge, ‘Drukte in de Binnenstad 2012’, Bureau Onderzoek En Statistiek, 2013 .

10 increasing number of visitors, residents residents and visitors, as well as of what and business owners are experiencing the district has to offer. The following ‘pressure’ or crowdedness in the inner sections outline how we have been city, which is why it is important that building on these foundations. means are developed to distribute tourism throughout the year and urban space.8 ZUIDOOST: A BRIEF HISTORY The unique location of Amsterdam In order to reduce the burden on he city Zuidoost, especially of the Bijlmermeer, centre, alternative (and more peripheral) has played a significant role in the parts of the city, such as Amsterdam collective imagination of the area: it is Zuidoost, should be made more isolated from the rest of Amsterdam attractive and promoted. In principle, and made of a different substance. this idea can only be advanced once From this perspective, Amsterdam there is sufficient evidence that the Zuidoost may not initially appear to be interest of visitors to see places is also a an interesting destination for visitors. reflection of their appeal, and that this interest can be a stimulating source of In a geographical sense, Amsterdam civil empowerment and self-pride.9 Zuidoost is an exclave of Amsterdam, as it does not border any of the However, the crux of the question can official Amsterdam districts. Instead, be found in a more complex matter. it borders the smaller municipalities The main objection expressed by of Duivendrecht and Diemen. Perhaps Amsterdam Zuidoost is that the district unsurprisingly, Zuidoost is therefore also should not only become an attractive not included in the city maps provided place for visitors purely because the city to visitors by the official Amsterdam centre is too crowded. Or, as Group Tourist Information Office. Chairman Roy Ristie put it: ‘We love progress, but we do not want to once The district of Amsterdam Zuidoost again become “the wrong side of the consists of an agglomeration of tracks” of Amsterdam’. four residential areas –Bijlmermeer, Venserpolder, Gaasperdam and With this in mind, our research group Driemond – as well as the Amstel is keen to contribute to more authentic III - Bullewijk Business Park and the and diverse means of developing and Amsterdam ArenA entertainment and improving the image of Amsterdam shopping district. It is home to a total of Zuidoost as a more attractive place for approximately 84,000 inhabitants.

9 Cities and Visitors. Regulating People, Markets and City Space, ed. by Lily M. Hoffman, Susan Fainstein, and Dennis R. Judd (Blackwell Publishing, 2003).

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For many years, Amsterdam Zuidoost a means of meeting the expectations has been metonymically called the of a large population increase and Bijlmer, referring to the high-rise to house Amsterdam’s middle-class neighbourhood that arose from 1966 residents (who were abandoning the to 1975 in the area of the ‘Bijlmer Lake’ deteriorating, old buildings of the city (Bijlmermeer in Dutch). These high-rise centre in favour of more comfortable buildings ultimately became emblematic housing). The area was to feature for the district. spacious parks and offer car and train connections that would transport the At the time, the plans for the new new residents to their workplaces at neighbourhood reflected the ideals offices in the vicinity of motorways and of a makeable society.10 The modern transport nodes. Bijlmer apartments were legitimised as

10 Evert van Voskuilen, Ridders in de Bijlmer. Een Wandeling Door de Geschiedenis van Amsterdam Zuidoost (Amsterdam: Stadsdeel Zuidoost Gemeente Amsterdam, 2014).

12 However, as has been well-documented, During these years, various measures reality differed enormously from the were taken to improve the quality of envisaged plans. The population the area. However, these measures had increased less dramatically than insufficient and too limited effect. For expected, and those moving out of many, the Bijlmer Disaster involving El the city centre opted for alternative Al flight 1862 on 4 October 1992 was locations such as Purmerend and a wake-up call. It became clear that Lelystad, where the more traditional the living conditions in some areas of low-rise housing was comparatively the Bijlmer were extremely precarious, more affordable and featured its own with numerous illegal immigrants living garden. Consequently, the municipality together in small apartments. The experienced great difficulties finding disaster witnessed the beginning of a occupants for the housing in the sweeping restructuring plan. One of Bijlmermeer. the objectives of the plan was to create a layout representing a more human In the late 1970s, the area became the scale, in which residents would feel place where naturalised immigrants safer than in the large, often solitary, from the former Dutch colonies in areas typical to the Bijlmer. Since then, Suriname and the Antilles settled. a substantial part of the Bijlmermeer Residents from other immigration flows neighbourhood has been remodelled. It followed, principally from Africa. In now features lower-rise housing, fewer this way – as has also been the case in corridors cutting through the open other European cities – districts with spaces and improved infrastructure. specific ‘ethnicities’ started to emerge in Amsterdam. But these were not the only changes in Amsterdam Zuidoost. With a new The Bijlmer became a mainly black railway station (Bijlmer ArenA), the district, and started to acquire the Amsterdam ArenA football stadium characteristics associated with relative (home of AFC Ajax) an A-brand poverty, deterioration and lack of entertainment area on the ArenA investment in public spaces and Boulevard (including a Pathé cinema, infrastructure, including drugs and the Heineken Music Hall – now AFAS crime. By 1985, a quarter of the high- Live – and later, the Ziggo Dome), and rise buildings in the Bijlmermeer area the Amsterdamse Poort shopping area, was unoccupied. Zuidoost started to attract visitors.

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IMAGES AS A STARTING POINT discursive representations of places and FOR RESEARCH people that, most importantly, always In our research into Amsterdam include a judgement.11 Underlying Zuidoost to date, we have attempted argumentations about matters such as to grasp some of the district’s most attractiveness, appeal and beauty are visibly attractive and appealing images. always inherent in these judgements. Through our research, we also aim to contribute to the development of The study of images therefore offers us Amsterdam Zuidoost that is not merely a means of exploring these underlying the product of a top-down master plan, argumentations through the eyes of but that is anchored in the combination the beholder. It makes us aware of the of different identities, which have been fact that images always have a history taking shape in the area during recent and a tradition, and that they can decades. also transform and change. A positive image such as that of Paris being Saying that our aim is to grasp the fashion capital of the world, for attractive and appealing images can instance, is anchored in robust historical arouse suspicion. After all, who can traditions including those of couture legitimately judge what is attractive and etiquette. However, this image and appealing and what is not? These also has a downside: associations with are indeed complicated concerns. In negative values such as superficiality fact, many different languages seem or vanity. On the other hand, one to have expressions arguing that the should also remember that places with appreciation of beauty is something a negative image (of being dangerous that depends on the eyes of the or criminal, for example), can benefit beholder. Nowadays, the relevance of from positive associations as being notions such as perception and point places of excitement and seduction. of view is broadly acknowledged, and In this sense, Zukin’s referential study these notions have become a focus on the increasing appeal of places of scientific research: aptly illustrated such as Harlem in New York provides by Imagology (the study of images) indispensable reading.12 being a great aid to us as we gave shape to our own research into images In the case of Zuidoost, Doug Saunders and the attractiveness of Zuidoost. was perhaps one of the first authors to According to Imagology, images are achieve international recognition with

11 Imagology: The Cultural Construction and Literary Representation of National Characters: A Critical Survey, ed. by Manfred Beller and Joep Leerssen (Amsterdam: Rodopi B.V., 2007). 12 Sharon Zukin, Naked City. The Death and Life of Authentic Urban Spaces (New York: Oxford University Press, 2010).

14 his interpretation of the Bijlmer and of a significant number of current its ethnic diversity as something that residents of, and visitors to, cities such should be celebrated instead of feared. as Amsterdam. Rather than only being Books such as his Arrival City have been interested in major events, urban key to spreading the perception of residents and visitors engage with a immigration as something positive and wide variety of activities and ideas. even necessary for cities to prosper. In There is a clear emphasis on seeking this light, arrival city neighbourhoods out authenticity, quality and personal should be viewed as places of hope and collective fulfilment. Food, fashion, and prosperity, as hotspots of music, sport, history and knowledge entrepreneurship and innovation.13 therefore become the expression of Such dynamics show that images appealing values such as craftsmanship, and judgements on places can be creativity, quality, empowerment and reinterpreted, dependent on who, when intellectual freedom. and where they are being examined. Places are therefore offered new THE RESEARCH APPROACH opportunities to flourish, overcoming Our research into images of Amsterdam the effects of having been burdened Zuidoost started by identifying visible with a bad reputation. discursive representations of the area that could be appealing and match We would like to draw attention to with existing (urban) international one approach to accelerating these imaginaries such as those mentioned processes of improving the image above. We used a variety of sources, and reputation of a place such as ranging from communication materials, Zuidoost: that of reframing them in development plans and reports from a broader urban context in which different Zuidoost initiatives to texts versatility is celebrated. In this light, we from performances and less formal are once again linking to the current information such as opinions on forums revalorisation of urban spaces, as and other mediums. This allowed mentioned at the beginning of this us to formulate several, sometimes introduction. In short: attractive urban complementary, image alternatives for a places are places with a diversity of more versatile image of Zuidoost. dimensions. Following the logic of imagology, we The emphasis on versatility allows us linked the various images to various to take account of the personalities existing traditions and references.

13 Doug Saunders, Arrival City: How the Largest Migration in History Is Reshaping Our World (London: Windmill, 2011).

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With regard to the description of THE DISCUSSED IMAGES FROM different images, we were also ZUIDOOST looking to stimulate and engage 1. The Fantasy City image can be in a dialogue, connecting with real defined as an international develop- people and existing collectives in ment that has taken place at the city’s Amsterdam Zuidoost. In many cases, outskirts, particularly since the 1990s. these people and collectives were Excellent car and railway transport is a involved in producing the material that significant aspect of the image. we had collected in advance. A next Hannigan notes that this model is step was therefore to invite a diverse ‘depositing an infrastructure of casinos, representation of these people and megaplex cinemas, themed restaurants, collectives to a so-called Research simulation theatres, interactive theme Design Session, organised by Eric rides and virtual reality arcades which Reiman, Madeline Hageman and Peik collectively promise to change the face Suyling. During this session, we shared of leisure in the postmodern metro and discussed the different images that polis.’14 Representative venues for we had described, and subsequently business can be combined with leisure. formulated overarching insights. These This is the image linked to the area in insights served as a guideline for the the ArenA Boulevard, home to the Symposium: the boundaries, hidden Amsterdam ArenA, the Ziggo Dome, treasures and connectivity. AFAS Live (formerly the Heineken Music Hall) and new hotels and The sessions enabled us to gain restaurants. In its purest form, the improved insights, and to tap into the advantage of these areas is that they genius and expertise that is already are easy to acknowledge. Visitors know active in the field. Participants included what they are required to do, it is the alliance of Zuidoost Partners and a relaxingly predictable. The excitement large array of initiatives such as Imagine is found in the visited performances, IC, World of Food, World of Talent and films, simulations and virtual experiences. ZO!, to name but a few. The comments Safe and made by the participants during the manageable Well-defined and session have now been placed in the predictable different frames complementing the different image descriptions below. Fantasy City

Strong sponsors Faith in robust brands

14 John Hannigan, Fantasy City. Pleasure and Profit in the Postmodern Metropolis (London: Routledge, 1998), p. 1.

16 2. The Creativity and Imperfection 3. The Exoticism & Roots image image emerges from creative is related to activities that are incubators and other related associated with the roots of the initiatives that are (temporally) original non-local residents of located in abandoned offices and Zuidoost, such as the immigrants typical Bijlmer spots such as high- from Suriname, the Antilles and rise flats. This is the image of the African countries. The image is often creative industry, the recuperation called ‘colourful’: the Kwaku Summer and revalorisation of the original Festival, exotic food, the market with architecture of the Bijlmer and the specific products, music and dance. charm of imperfection.15 In Zuidoost, Multicoloured, this has become visible through initia delicious food, A patch of heaven tives such as Heesterveld and No Limits; sport and music on earth places with stories of pop-up activities that show synergy, improvisation and low-key Exotism & Roots connections between people with the same ideas. Ttraditional, Spontaneous multicultural ideals Identification with lively Unfinished, culture,nationality raw

Creativity and 4. The New Urban Post-white Imperfection Society image arises out of a civil anxiety. This interesting image only recently became visible in Enterprising, Out-of-the-box, Amsterdam and has connections diverse, useful OK to fail with movements in London, New York and Paris.17 This is the story of black intellectuals with political awareness who are creating new references to challenge the racial

15 Ellen Rutte, ‘Vintage_Russia: Wat Imperfectie Sexy Maakt’ (Amsterdam: University of Amsterdam, 2013). 16 Gert Oostindie, ‘Caribbean Migration to the Netherlands: A Journey to Disappointment?’, in Lost Illusions: Caribbean Minorities in Britain and The Netherlands, ed. by I. M. Coss and H. Entzinger (London: Routledge, 1988), pp. 54–72. 17 See origin of the topics in among other authors William Upski Wimsatt, Bomb the Suburbs (Berkeley: Publishers Group West, 2008).

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FROM THE RESEARCH DESIGN SESSION

Exoticism and Roots ‘One can always go to Zuidoost for a multicultural experience – and delicious food naturally forms part of this.

‘’The residents hail from all kinds of different backgrounds. Zuidoost radiates this multiculturalism, something that also adds to the visitor’s experience.

‘This gives Zuidoost its unique atmosphere and is a reason to come to Zuidoost. Zuidoost should be better known for its enormous diversity of cultures. This could be made much more visible. Showing off and marketing its exotic roots’.

‘The huge diversity of cultures that live alongside one another in a limited space is special and creates a unique atmosphere’ .

‘This is what Zuidoost means to visitors from the outside – on the one hand, a positive cultural melting pot, on the other hand, visible, but not ‘marketed’. One example is the Shopperhal with all its exotic products, which could be known for this mixing and local colour, but remains hidden and is hardly visible’.

‘Visitors do not see enough of the residents’ many cultural roots. World of Food is a jewel in the residential area that offers a shop-window to outsiders, inviting them to experience different cultures and cuisines’.

A New Urban Post-white Society ‘A nice description: to my mind, the reframing and renaming of an existing phenomenon and new developments constitutes one of the keys to creating a different image’.

‘A mix of different cultures that nevertheless still live in relatively segregated fashion. Investment in urban renewal has led to a middle class of home-owners/ neighbourhoods where the post-white mix is clearly visible. However, in the renovated neighbourhoods with many high-rise buildings, one still sees a large number of relatively poor black families’.

‘In relation to culture, catering and entertainment, there are great developments such as the Arena area, World of Food, Hoekenrodeplein and the Bijlmerpark theatre’.

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‘Many residents have the feeling that the Arena area and Hoekenrodeplein are not meant for them, but for tourists and the business market. The large-scale design of the area around the Arena makes an austere, bare impression, whilst the other side of the railway line is more representative of the traditional image and identity of Zuidoost. I visit all the areas, but I still consider a good post-white mix to be missing’.

Green Bijlmermeer ‘My perception behind the image of the ‘Green Bijlmermeer’ is an inspiring one. As I see it, green stands for (constant) growth (movement/dynamism) and flourishing (full of life, sustainable)’. ‘Inspirational for investment’.

‘These days, Bijlmermeer, once a lake, is much more than a home to fish. So much more happens here. For this reason, the brand name ‘Bijlmer’ is sufficient. The Bijlmer = more. More of everything’.

Ajax Arena: ‘If the Bijlmer will not come to the De Meer stadium, then the De Meer stadium will come to the Bijlmer.’

Miscellaneous ‘There is lots of creativity, there are lots of initiatives, but there is a lack of professionalism, and insufficient attention is being paid to branding; in other words, how do I want to be seen and what do I want to achieve with this?’

‘Much is happening, but there is a lack of focus on what is good enough for the national level. As a result of this, there is too little networking with other districts and/or cities (learning curve)’.

‘Perception: it is there, but it is not being expressed well’. Lacking: strategy and coaching -> long-term thinking for improved results.

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structure of society. The Bijlmer as As you can see, the comments in a breeding ground for new ideas, this final section relate to a series of education and lifestyles. observations and statements regarding the challenges facing Zuidoost as Historical Empowerment and perspective it strives to develop its potential international links attractiveness in a more visible and upgraded fashion. In short, all A New Urban participants recognised (and supported) Post-white Society the potential of Zuidoost actually becoming a truly attractive and alluring Deeply-intrinsic place. However, there was also a clear Communicable at motivated bearers awareness of the fact that we still have various levels a long way to go. We therefore started to draft the framework for the Cities and Visitors Symposium. 5. The Green Bijlmermeer image brings forward associations with qualities that have been kept from STORYTELLING AT THE the past, like the Bijlmermeer as an SYMPOSIUM: A JOURNEY oasis of green, space and pleasure The main goal was to link the different in a crowded city. In the past, these elements in a story that could be tangible signs resulted in ambitious realistically followed during a two- projects such as the Floriade and the and-a-half-hour session. The metaphor Gaasperplas. Such projects could of a journey provided the glue: the connect the different authentic audience were invited on a journey experiences and create attractive through Zuidoost from their seats, shared spaces, such as urban parks. as if they were sitting in a tour bus. The framework also needed to take An oasis of space account of the international dimension and nature Authentic tradition of the different images of Amsterdam Zuidoost. We therefore involved our partners from Barcelona and Paris. Green Bijlmermeer The Symposium was also a milestone, representing the beginning of a new An urban park in cycle not only with the involvement of the making Overarching Fieldlab Zuidoost, Zuidoost Partners and all the committed participants, but also

20 of our department at the Amsterdam A third cluster focused on unveiling School of International Business some of what we described as the (AMSIB), located in the Fraijlemaborg Hidden Treasures of Zuidoost: specific building in Zuidoost. elements that appear to have all the ingredients required to become Designed by Cristina Serra, the references in and from Zuidoost. Evelin- Symposium logo reflects the Pierre Dumfries , Gideon Everduim and cosmopolitan feeling that many of Yvette Gorsiel discussed these hidden the attendees had already detected in treasures, also appealing for attention Zuidoost: gold and shine for a variety and care: hidden treasures are both of smells, colours, languages and a valuable and vulnerable. wish of upgrading the qualification of what is on offer. All speakers were A fourth and last cluster was called asked to relay their story in a 10-minute Connectivity. Featuring an account of lecture. The journey was clustered into different practices and approaches, different topics. Dolores Heide started this cluster was designed to illustrate with a call for engagement from the how connection and interrelation could city Amsterdam Zuidoost council, in help to make attractiveness visible. which she shared the policies that had Elise Stedenburg, Arno Gorissen and already been developed to contribute Enric Ordeix were the speakers for this to achieving the desired more attractive cluster. image of Zuidoost. During a second cluster, focused on We brought the session to an end what we called Boundaries in Zuidoost, by asking all participants to make a there was time for lectures examining personal contribution by writing a the physical and mental barriers that ‘Postcard to the Future’: a postcard result in many still perceiving Zuidoost upon which they could write best as something far away. Vanessa wishes and their vision of a prospective Catalano and Patrick Meershoek Zuidoost. reflected on this topic.

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When Dreams Come True: A Postcard to the Future

Bounderies

‘Be inclusive, break bounderies’

‘Use the infrastructure corridor that presently forms a barrier for functions that have a positive effect’

Hidden treasures

‘Keep the past and add some future without removing the roots. That’s the treasure of ZO’.

‘A pearl in Amsterdam. Be authentic and develop yourself on the most unique and positive way’

‘The variety and richness around you is an opportunity to grow!’

Connections

‘A food-route in ZO’

‘Pop-up outdoor cafes’

‘Meet, greet and eat in project . World of Food Amsterdam: the proud of Amsterdam Southeast’

‘A culture community forum where everybody gather together’

‘A dynamic, respectful melting pot offering a breeding ground for anyone ambitious enough to contribute’

‘Dear future Bijlmermeer, By the time you read this, I hope you have become a landmark

for the entirety of Amsterdam. An example for Europe, concerning successful multiculturalism.

By the time you read this I’ll be old and may you be established worldwide!’

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Dolores Heide has been a key figure Zuidoost. We encourage them to invest in the design of this research. During accordingly and to work towards the working sessions at her office, it goals we try to set together. becomes clear that she is a devoted supporter of an attractive Zuidoost We therefore want to make the most being developed based on versatility, of our cooperation with partners, diversity, openness and dynamism. This entrepreneurs and businesses in means learning to look at Amsterdam Zuidoost, the network and investors. Zuidoost from many different Our aim is to draw attention to the perspectives and interests, moving area’s attractiveness and its strong beyond clichés that are all too easy to characteristics in order to generate fall into. Examining the many initiatives unique results. that have been already launched, one can comprehend the complexity One ambition is to further develop the – but also the desirability – of such central area of Zuidoost, ArenAPoort an approach. This approach should (the ArenA area and the Amsterdamse result in a wide variety of upgraded Poort shopping area), as a ‘metropolitan facilities and offerings rooted in existing core area’, a lively hub for shopping, activities and landscapes: the markets, entertainment, work and living. the food, the music, the culture, the The development has been underway industriousness and the green spaces. for a long time and is still progressing. Dolores Heide’s words are not simply an ArenAPoort has already gained national appraisal of Zuidoost, but also a call for and international reputation as a support.

‘The focus of Amsterdam Zuidoost lies in efforts to ensure that the area is better equipped to attract visitors to enjoy the strong characteristics of this area; a thriving business area, a green heart and warm cultural diversity. Development of the area on this aspect entails heavy investment in our relationship with local and international businesses who successfully operate in this area. They all play a role, and are therefore also partly responsible for Dolores Heide the identity and image of Amsterdam

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place for larger-scale (indoor) sports The Gaasperplas (lake) is located to and entertainment events, held in the the south of the Gaasperpark. This Amsterdam ArenA, Ziggo Dome and location could also support increased AFAS Live. The area is also home to recreational development, such as media companies with corresponding through more water-based recreation studio facilities (Endemol). The ambition and potentially an additional city beach for the area is to establish large- near the Gaasperplas metro station. scale and peripheral retail trade, to We believe that this combination of strengthen the Amsterdamse Poort leisure within the green structure and shopping area and to develop large- water recreation will help to tempt scale leisure facilities. tourists over the border of the shopping and business area of ArenAPoort and However, the focus on the development through the residential area to explore of a strong business area should not the uniqueness of this green heart at overshadow the area’s other strong the centre of Zuidoost. characteristic: its greenery and water. Located at the heart of Zuidoost, the In addition, the unique nature of this Bijlmerpark features sports fields, a club area extends to its population, the building and the Bijlmer Parktheater. origins of which are from all parts of This park is already developing further the world. This diversity forms the into the city’s definitive park, and hosts basis of a range of artistic, cultural one of Amsterdam’s most popular and culinary activities, which keep the events: the Kwaku Summer Festival, area booming and buzzing. This is which attracts visitors from all over the mirrored in the range of restaurants and country and beyond. the programming of art and cultural activities in the theatre and local Improvements to the park areas neighbourhood facilities. also bring to mind the focus on the Gaasperpark, located to the south of the In our policy, we are keen to embrace Bijlmerpark. Focusing on this area would this cultural diversity, combined with the allow us to create a large green heart in strong traits of business and leisure, the the centre of Amsterdam Zuidoost. green structure and green recreation in the area, as we strive to become an The successful events that are even more unique part of Amsterdam already being organised in this park than we already are’. demonstrate that it is another location offering numerous opportunities for further development.

24 3 ISOLATION AND PHYSICAL RESTRICTIONS

Architect and urbanist Vanessa about how cities grow. The Eixample Catalano is originally from Caracas, (extension) of Barcelona in the 19th Venezuela. She observes how and 20th centuries was viewed as a the presence of both nature and demonstration of sound urban practice. architectural elements changes the As growing cities, Barcelona and cities we live in. Vanessa used different Caracas display completely opposing modes of transportation to travel to behaviour. The Caracas settlement Amsterdam Zuidoost from the city moved from orthogonal to organic. In centre, observing the connections and Barcelona, the old medieval centre is the limitations. In Amsterdam Zuidoost organic, but once expansion beyond itself, she conducted observations on the defensive wall became a possibility, the layout, and has worked on drawing the city grew in a very orthogonal way. potential routes uniting nodes such as Connecting diagonals roads integrated the ArenA Boulevard and the World the small towns around Barcelona with of Food. Observations such as this will the new, growing city. hopefully contribute to discussions and plans regarding alternative means of Architect Le Corbusier proposed transportation. another classical example of learning how cities grow and change, such as ‘Caracas, where I grew up, lies in a valley and the mountain that forms the backdrop, the Avila, marks the northern edge of the city. For many years, it has also acted as the city limits. The foundation of Caracas in 1567, like that of all Spanish colonies, was regulated by the Laws of India. These laws outlined the social, political and economic patterns, as well as the urban trace in these areas, starting with a simple nine block plan. If we look at a map of Caracas today, it’s clear that from these blocks, the city just continued growing in a more organic way; as a lobster shaped by the urban settlement which goes on top of the mountains, without really minding the natural limits. Vanessa Catalano When I studied architecture, I learned

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Cité Radieuse (1947). This proposal was ready to host thousands of people. The actually applied in Caracas, and today, Bijlmer is known for these buildings, its better-known example in Caracas is which can attract huge numbers of known as 23 de Enero (1950s). Looking visitors (to football matches, concerts, at the neighbourhood nowadays, it festivals and other events). would appear that the entire concept has failed. The blocks are known as With attractions including the EYE ghettos, and while the city grew, Filmmuseum and the A’DAM Tower, citizens preferred to decide the course Amsterdam Noord nowadays presents of their lives instead of being placed increasing appeal to visitors. People visit in huge buildings. A carpet of slums the north of the city on a daily basis, has sprung up amongst the buildings, even though this entails crossing the conquering the hills of Caracas. They River IJ on a public ferry. However, a are known as dangerous places, but ferry ride is not required to travel from they are also the manifestation of the the city centre to Zuidoost. One day, I urban forces that transcend politics embarked on a 45-minute bike ride to and natural barriers. The Le Corbusier Zuidoost. The ride took in a rich variety concept also reached Amsterdam, as of landscapes: from the inner city to we see in the multi-family high-rise the City Hall and out towards the east buildings in the Bijlmer. of Amsterdam, after which the density of people pleasingly reduced. From the I came to Amsterdam in 2012. The city hectic, busy city centre, to a peaceful, is shaped like an onion, and each layer green landscape. However, the peace reveals how the city grew. In 2016, after is unceremoniously ruptured by a huge getting a grip on the city, I was invited piece of infrastructure. The A10 ring to ‘understand the Bijlmer’. But where road, albeit elevated, behaves like a was the Bijlmer located in the huge contemporary version of a defensive onion? Studying a map of Amsterdam, wall. On the outside of this motorway, I discovered that it is not easy to spot we find the Bijlmer – like a satellite Zuidoost or the Bijlmermeer area. Like left outside of the contemporary an island lost in a big sea, an extra defensive wall. It does not even seem quadrant is needed to show how to be Amsterdam – literally, as I had Zuidoost relates to the rest of the city, to pass through a small town called indicative of its isolation. Duivendrecht before reaching my On my first trip to the Bijlmer, I travelled destination. by metro. From the metro, it is easy to spot this area’s poles of attraction. The When I finally arrived in the Bijlmer, Amsterdam ArenA, for example, which I noticed that the first buildings to dominates the skyline as a huge insect, welcome me were not linked to

26 recreation or housing, but rather to architects in Venezuela has stopped major corporations that have their listening to the great masters of modern offices here. The boundaries between architecture. They actually listen to the the buildings and the public space are people living in the peripheral areas, clearly marked by fences. and are using the fences to create That being said, the people of the new spaces of encounter, instead of Bijlmer were just trying to enjoy the separation. urban space as any other citizen of Amsterdam; sitting under the shade of As I journey through different cities, a tree, lounging on the same red brick I continue to observe architectural pavement, minding their own business, elements. My observations lead me just being normal citizens. to the conclusion that it is up to us, as city makers, to understand that I grew up in a city of fences. In Caracas, the elements that we add to our fences always separate the marginal urban landscape can change them areas from the rest, isolating them. by stimulating activities, integrating Thankfully, the new generation of neighbourhoods, or isolating them’.

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28 4 LOVING THE BIJLMER, EMBRACING THE PAST

Patrick Meershoek is a journalist at As a housing concept, the Bijlmer was a Amsterdam-based daily newspaper Het disappointment. The middle-class families Parool. After examining the relationship for whom the area was built preferred between the media and the reputation the traditional houses with a garden to of places, focusing on topics related the rear and a parking space to the front. to Zuidoost, he concludes that the The city council also turned its back on media holds responsibility with regards the Bijlmer. Jan Schaefer, the renowned to concerns of objectivity. However, Alderperson for Housing, stated that the he also believes that judgements and Bijlmer was a mistake, and that the future misrepresentations are impossible to lay in renovating the old parts of city. avoid completely. Negative stereotypes attributed to others are especially Unwanted and unloved, the Bijlmer persistent. If you have a bad image of a plodded forth. The empty buildings place, but that image has no influence became the homes for thousands on your own life, you will not try to of Surinamese who, in the wake of alter your perception. Stereotypes are independence, chose to live in the based on this very robust and inertial Netherlands. They were the first of human condition. We are only prepared thousands of migrants who set foot in the to adjust our image of something if Bijlmer as the new pioneers, finding their that change positively affects our life way in a strange country. in one way or another. This is what Simon Anholt refers to as the ‘matter of relevance’ (the ‘what’s in for me?’).18 Patrick offers his perspective on how this concept affected the Bijlmer in Zuidoost.

‘When you speak to the pioneers of the Bijlmer, they tell you stories of birthday parties, of relatives and friends from outside of the city spending hours navigating their way between the huge buildings that all looked the same. They were left cursing the Bijlmer and vowing never to return. Patrick Meershoek

18 Simon Anholt, Places, Identity, Image and Reputation (London: Palgrave Macmillan, 2010).

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In the early nineties, only a few decades hundreds of buyers from other parts of after the Bijlmer was built, the city council Amsterdam and elsewhere in the country. and the housing corporations decided The World of Food, located in a former that there was no future for the district car park, is visited and loved by foodies in its current form. In an understandable from all over town. It is good to keep attempt to make a new start, buildings in mind that neither of these projects were demolished to make way for new would have existed if the city council houses – those more traditional houses and housing corporations had had their with a garden to the rear and a parking way: both buildings would have been space to the front. The name ‘Bijlmer’ and demolished years ago. its history was erased, and replaced by ‘Zuidoost’. So the old, unwanted and unloved Bijlmer is showing its strength in a new century. A terrible mistake, in my opinion. By It might be wise to dust off the past and renaming the place, it was as if the city embrace the unique history of this place. council was officially acknowledging that It is a history of great expectations and it was better to forget everything that major disappointment, upon which a new had come before. Instead of embracing society was built with people from all over the past, including the dramatic the world. Do not let a city marketing developments, the city council said: ‘Past, official tell you that it is paradise. It is the what past? Zuidoost only has a future, Bijlmer, nothing more and nothing less. and a beautiful future at that’. They promised a new paradise. As a reporter working in the Bijlmer, I regularly have to deal with these powerful Things naturally did not go as planned. images. In my experience, the story itself The image of the Bijlmer was much too is largely irrelevant. In our newspaper, we strong to be wiped out. Outside of the publish a lot of stories about the Bijlmer Bijlmer, it still had a negative imago: it was that have a positive tone. These positive a place that you could better avoid if you stories are taken for granted. However, valued your safety. In the Bijlmer itself, people living outside of the Bijlmer view people were proud of the unique place in a negative story as confirmation of their which they lived. ‘There’s no place like the grim view of the area. And people living Bijlmer’, and people were fine with that, inside the Bijlmer view such stories as both inside and outside the Bijlmer. confirmation of their opinion that the The funny thing is that, in recent years, newspaper likes to bash their (home) things are changing. Two projects in district’. the Bijlmer drew a great deal of positive attention from outside. The so-called ‘Klusflat’ (‘DIY flat’) Kleiburg attracted

30 FROM THE RESEARCH DESIGN SESSION

Whilst... (what are the positive aspects, what are the obstacles?)

The unknowns (boundaries, connectivity) 1. Bijlmer has more of everything whilst No one knows this (yet) 2. Zuidoost has everything/more to offer whilst It suffers from a negative image in people’s minds 3. It has a great many unique selling points (automotive entertainment, health and live science) whilst These stories are not being told 4. Zuidoost has good connections to the city centre and Schiphol whilst People think that Zuidoost is far away

Under-utilised (hidden treasures, boundaries) 5. Zuidoost has a ‘pot of gold’ (much to offer) whilst Residents are scared of displaying this treasure because they are afraid that everything will become more expensive 6. We want to think big whilst We think small 7. There is lots of green space, this has a sporting function, but It is insufficiently inviting, the quality of the facilities is inadequate (the question is what is needed to strengthen the social function) 8. In the green space, we see opportunities to invest sustainably and create an attraction whilst Present investment is in buildings 9. There is lots of entertainment, shows/events, but It doesn’t entice you to spend a spontaneous evening out there (is not reflected in the surroundings) 10. The investments that we are making in the urban surroundings have made Zuidoost into Amsterdam’s second entertainment area, whilst We should invest more in the potential of the (young) residents and market the potential (of black culture)

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32 5 IDENTIFYING HIDDEN TREASURES

People living outside of Zuidoost are the recently-opened World of Food had aware that the district (potentially) the sort of authenticity many people are embodies a certain intrigue and find looking for.20 it seducing. Back in 2010, Elsbeth Etty (a leading Dutch literary critic) Theatre productions such as the commented that she was convinced it WijkSafari (Neighbourhood Safari) have was Amsterdam Zuidoost that was set also managed to capture some of these for great things in the future, not ‘the authentic feelings in Zuidoost: the true boring Canal Ring’.19 In 2016, Hiske life stories of many newcomers and Versprille, food critic in the newspaper the memorable places they found in Het Parool, enthusiastically wrote that Amsterdam Zuidoost.21

Small steps that make a difference The ‘Wijksafari [Neighbourhood safari]’ theatrical production that was held in early summer in 2015 and 2016 is worth analysing. On both occasions, this production by Toneelgroep Amsterdam, partly financed by the city district of Zuidoost, was a great success for people both within and beyond Zuidoost. It provided us with a number of important elements that give visitors better insight into Zuidoost, elements that we used during the ‘Cities and Visitors’ symposium.

A key message of the Wijksafari was accessibility. The production made use of a whole range of ways to break down as many barriers as possible during the performance. The performance was designed as a tour. Long, monotonous distances were transformed into fun trips on the back of the Vespas of young residents of Zuidoost, who transported the audience swiftly from one location to another. The performance also incorporated the various elements that make the Bijlmer interesting as an ‘arrival city’. Members of the audience were invited to listen to residents’ stories in the intimate setting of homes in the Bijlmer. Their personal stories thereby brought nuance to various (stereo)types.

19 Geef Mij Maar Amsterdam, ed. by P. van Ojen, A. Pleizier, and P. van Trigt (Amsterdam: Buijten & Schipperheijn Motief, 2008). 20 Hiske Versprille, ‘World of Food Is Een Onversneden Aanwinst Voor de Stad’, Het Parool (Amsterdam, 22 December 2015). 21 ToneelgroepAmsterdam, ‘Wijksafari Amterdam Zuidoost’ (Amsterdam, 2016).

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The fact that this performance could function as a prototype for a good tour is indicated by the interest shown by businesses, which also wanted to book the production for company outings. Although this was not possible, of course, it does offer a good indication of how the attractive aspects of Zuidoost could be linked together by investing in routes, better connections and interesting, informative and enjoyable storytelling.

RELIGION AND FAITH Please allow me to go into more detail: Evelin-Pierre Dumfries is The most precious and unidentified entrepreneur at Business Summit, metals will be found in an equivalent a Specialist in Health Care and a form and recognisable as the churches Matchmaker in business projects in a specific area. And I believe that the and investments. As a resident of Bible is the gold in Amsterdam Zuidoost. Amsterdam Zuidoost she sees how Today I would like to talk to you about much potential there is in the area and multicoloured culture in Zuidoost. would like to see more people think A grey area can be found within this of Zuidoost as a place they would like multi-coloured melange, and this grey to know better. She is convinced that area can be divided into the state and the Zuidoost has a very unique appeal churches. and is of a great value for the city of Amsterdam.

‘I would now like to talk about my own hidden treasure. Have you ever have seen a gold mine? Finding this rare and precious metal is sometimes an enormous effort, and you have to dig very deep to find it!

This is exactly how I would describe Amsterdam Zuidoost. ‘Gold’ is scattered in different layers throughout the district. And this ‘gold’ is certainly visible and accessible, so long as you make the extra effort to search for it. Evelin-Pierre Dumfries

34 Amsterdam Zuidoost is home to proud 2. The less well-known gospel concerts, and happy communities, also reflected in theatrical performances, poetry the different types of churches of several events and social talks that are held denominations. in the churches themselves. This community is extremely socially active in the municipality, offering Churches open their doors to the public spiritual guidance for those in need as (including tourists), inviting them to they proclaim the gospel. become acquainted with their social The main question remains: ‘What is activities and spiritual architecture. the relationship between tourism and This is an essential element that could be churches?’ incorporated into visits and guided tours. This beautiful part of Amsterdam is not In order to explain this relationship, only home to modern architecture, but I would like to draw attention to two also to a wide range of social activities, key points: waiting to be experienced by visitors to 1. The well-known gospel concerts the area’. and events that can be attended by everybody from the city and beyond.

Planetarium

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36 6 WINDOWS TO THE WORLD

Gideon Everduim is a Dutch rapper. be aware that, in many cases, these One of his first significant works continents were at the roots of (and was Doofpot (‘cover-up’ in English), provided the inspiration for) what we which saw him denounce the double nowadays call contemporary culture standards of society that were applied and art. Gideon notes that he became to the detriment of Bijlmer inhabitants. aware of his political engagement Alongside being a famous musician, at a very young age, which perhaps Gideon is also a social entrepreneur and explains why he was only young when founder of the Bijlmer Style political he realised that his position in a city party. As is evident in his music and such as Amsterdam was contingent and his work as a political activist, Gideon marked by specific demarcations and also believes that the Bijlmer has great hierarchies. When Gideon was growing potential, and sees that people are up in the Bijlmer, the district was viewed happy living in the district. However, as a ghetto, and he experienced the the negative image of the Bijlmer has pressure of being seen as a suspicious influenced the lives of many of the person by police, who often stopped young adults who call it home. They and searched him on the street. face fewer opportunities when looking for a job or an internship, even if Responding to and denouncing this they are academically gifted. Gideon pressure, he and a number of young believes that one of the causes of this adults decided to fight back by discrimination is a lack of detailed promoting a wider knowledge of art, historical knowledge in contemporary life (for example, of colonial history) – a standpoint shared by other young black intellectuals in modern-day Amsterdam. Overly positive auto-images, the notion that native white Dutch people are tolerant by definition, might also be hampering efforts by Dutch society to keep improving through self-reflection.

In his work, Gideon Everduim (aka Gikkels) proposes a change of attitude and calls upon his fellow city dwellers to look beyond city boundaries. European cities should become intellectually Gideon Everduim open to continents such as Africa and

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culture, history, economics and politics. assessed by experts and insiders who They objected to the many renovation know the codes. plans in Zuidoost that were focused purely on real estate development, And in this way, hip hop culture become and advocated greater investment a source of knowledge on contemporary in people, education and small-scale urban life, a gateway to history and new entrepreneurship. To demonstrate perspectives. Through the sampling and that this was possible, they united in multi-referential hip hop method, we collectives and initiated the formation of were suddenly introduced to historical communities such as Hesterveld, which figures and pieces of history that now is now one of most celebrated enclaves seem to have been forgotten. Slowly but of creative Zuidoost. They also shared surely, one comes to realises that names ideas purported by books such as Arrival such as Anton de Kom, for instance, City, the belief that newcomers who are definitely not merely the names of are offered room and space are very certain squares in Zuidoost, but the desirable windows to the world and names of significant historical characters prevent cities from becoming obsolete. (in this case, that of a Surinamese resistance fighter during World War II Hip hop was their catalyst. Hip hop and an anti-colonialist author). We then culture appeared to link an international realised that even Dutch pre-university scene that was actively looking for schoolbooks did not mention his name, ways of unveiling and expressing the and understood that this was a great value of black movements and their shame for everyone. Reading his 1934 emancipatory character in contemporary work We Slaves of Suriname, one cities. In fact, many hip hop artists cannot fail to appreciate his calibre and comment that they discovered the influence. work of black intellectuals through hip hop. The music was also spreading a We later came to understand that feeling of empowerment that went Anton de Kom’s memory, his physical beyond binaries such as black and representation, his (contested) statue white. If blues was the style of the and his work is alive in the Bijlmer. The dependent man, hip hop became the Bijlmer constitutes an essential place lifestyle of the empowered man. The of memory, a place to pay attention latter also implies that hip hop creates to, a place to visit, and a place that can a sort of self-sufficient world in which stimulate learning and revitalisation. perspectives based on one’s own values And as Gideon has also said, the Bijlmer and works become solely dependent on should be also the location for an Anton skills acquired through personal effort de Kom University and become the and motivation, and that can only be home of respected hip hop studies.

38

In the exhibition entitled Black Amsterdam, held at the Amsterdam Museum from 7 October to 20 November 2016, Jean Hellwig writes ‘Anton de Kom was a trade unionist, resistance man, but I know little of him. There should be a whole exhibition about him’.

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40 7 THE MEANING OF FOOD

Yvette Dorsiel has many years of charm when you enter the doors. The experience in food, catering and World of Food opened to the public restaurant entrepreneurship and in the summer of 2015, after being has also been the driving force transformed from a car park into behind numerous social projects an impressive food court by urban and initiatives in Zuidoost. She has developer Lingotto, in collaboration remained committed to the community with architects Ted Schulten and Harvey throughout these years, organising Otten. cooking workshops, brunch and high tea events, often targeting Spanish- This is just one of the many cooking speaking and Caribbean communities. projects initiated by Yvette Dorsiel over Yvette also contributes to a weekly the years. She has always been involved radio programme broadcasted by Salto. in a distinctive array of activities, She has built up an extensive network, ranging from specific catering for and runs a stand at the World of Food groups to workshops and lectures on under the name ‘Yvette’s Kitchen’. food. During the Symposium, Yvette spoke of her awareness of contributing The World of Food, a food court to something of great importance to restaurant in a transformed car park Amsterdam Zuidoost. The World of typical of the Bijlmer, is championed Food could certainly help attract people by many parties, including the city to the area. After all, as she says, ‘good council. Hidden in between motorways, food is made with love and it engages it is difficult not to succumb to its and connects people’. The World of Food also offers a physical setting to experience the otherwise intangible image of good cooking in Amsterdam Zuidoost – something that many people mention when asked about positive associations with the area.

Indeed, up until now, the little restaurants in flats and the informal economy (that have the potential to draw in large numbers of visitors, as has been the case in many other cities) have not really been visible to outsiders. The World of Food is therefore seen Yvette Dorsiel as a vital first step towards achieving

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visibility. It is also important that the The World of Food has all the necessary initiative secures a unique image, ingredients to allow it to play along different to that of other more with current trends in urban cities. mainstream food courts that are now Connecting local retail, food and drinks emerging elsewhere in Amsterdam. The with culture and entertainment has World of Food should be captivating, shown to stimulate entrepreneurship but also offer fair food for a fair price, within local communities and to inspire and pay testimony to international residents and visitors. However, the authenticity and truly delicious food. World of Food is also vulnerable due to Yvette is keen for many more people its distance from the mainstream. The in Amsterdam to find out more about location is surrounded by motorways, the World of Food, and has also noticed and discovering it takes a little time. that she has already impressed visitors Efforts clearly still need to be made from outside of the Netherlands. After to improve the visibility of this hidden visiting during a stay in Amsterdam, treasure. The World of Food looks a lady from New York specifically forward to offering you a warm contacted her again to be sure that she welcome in the near future. would be able to come with her group of food lovers on their next trip to the city.

42 From the research design session

Young black creative potential Culinary, colourful

Environmental, educational Unique, young Diversity (market) Tasteful ‘The Bijlmer is Colourful, green/blue dangerously hospitable!’ Pleasure, lively and unlimited Rough diamond. Attraction, green & grandiose Creative, undiscovered wonderful nature

‘The Bijlmer is more’ ZO dangerous, ZO hospitable Open Dangerous (&) exciting!

African diaspora, arts & culture Global Booming and lively, Talented illegal and unlimited

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44 8 SMALL INSIGHTS MAKING A BIG DIFFERENCE

Laurent Stomboli is a lecturer at attractiveness as a “place to visit”. Amsterdam University of Applied The neighbourhood remains largely Sciences. Together with his students ignored or avoided by tourists visiting Taiki Ikeda and Joost de Groot, he has Amsterdam. Like many multicultural been trying to identify key factors that neighbourhoods, Amsterdam Zuidoost can contribute to a beneficial kind of still carries on, at least nationally, a tourism. In cities such as Amsterdam, “bad reputation” and some negative visitors have become an intrinsic part stereotypes. of daily life. Nowadays, there is a tendency to see tourism as an annoying Zuidoost Partners asked our Inter- phenomenon for local life. And in some national Programme International cases, it can be. However, it is also very Virtual Consulting Firm to support important to emphasise the fact that, its current efforts to promote the in many cases, tourism has contributed neighbourhood as an interesting ‘place to a better understanding of the nature to visit’. Students therefore investigated of cities. At its best, tourism contributes how similar neighbourhoods in to a rediscovery and revalorisation of Amsterdam, in Barcelona and/or in Paris urban space: of its nature, value, history were currently handling their potential and cultural identity. The work of the lack of visibility and attractiveness for students reveals that once the tourists tourists and visitors in general. are in Amsterdam Zuidoost, it is fairly easy to influence their interests and encourage them to explore the area (instead of just taking the metro to the city centre).

‘Nowadays, Amsterdam Zuidoost benefits from the presence of large companies, of several education institutions, of a dynamic shopping activity, of an unmatched density of parks and natural landscapes in Amsterdam and, of iconic venues such the Amsterdam ArenA stadium or the Ziggo Dome concert hall. This said, the Amsterdam Zuidoost neighbourhood is still facing a challenge Laurent Stomboli when it comes to its visibility and

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They focused on how the neighbour- Taiki Ikeda and Joost de Groot hood was presented in tourist contribution: information about Amsterdam and on ‘As we all know, while more hotels the attractiveness of the neighbour- can improve the attractiveness and hood’s accommodation offer. Student appreciation of an area, they can also teams generated an inventory of have a negative effect. During our influential media of tourist information research for the IVCF City Marketing and collected data on visitor’s in Europe minor, we made some perceptions. In order to access these interesting discoveries. We started by perceptions, students were asked to conducting desk-based research to focus on people having spent at least allow us to gain a basic understanding a night in Amsterdam Zuidoost and of the Zuidoost case. Our findings having published comments about their gave us an impression of the advice experience(s) on an influential media that the hotels in the Zuidoost area channel. were offering their guests regarding entertainment and recreation in the The assignment expected outcomes direct vicinity of the hotel. As a research were: team, we wanted to know whether our 1. A series of examples of how ideas and impressions were feasible in neighbourhoods similar to the real-life situation. In order to gauge Amsterdam Zuidoost in Amsterdam, this, we visited the hotels in Zuidoost Barcelona and Paris were presented and interviewed the employees. in tourist information media. 2. An inventory of influential tourist When you enter a hotel, you are information media in Amsterdam commonly greeted by the front desk and in Paris and an overall marketing employee, who welcomes you to the and communication plan to draw hotel. Guests often ask this person those media attention on Amsterdam for advice regarding where to go for Zuidoost. entertainment or a meal out. The 3. An investigation on the characteristics front desk employee is therefore a of the accommodation offer in very important tool for promoting the both Amsterdam Zuidoost and direct area of the hotel and boosting similar neighbourhoods in Paris. the quality of the service offered to The focus here was placed on how the guest. In other words: front desk accommodation operators (hotels, employees hold the ‘golden key’ to the hostels or individuals) presented Zuidoost area. We found out that none the immediate surroundings and on of the hotels in the area offered their what visitors significantly lack in the employees training in this field. surroundings (amenities).’

46 Also, many of the employees lived ultimately help to attract more tourists outside of Zuidoost, either elsewhere in to the Zuidoost area. Amsterdam or in another city. Due to the employees’ lack of local knowledge, Another interesting discovery revealed almost all guests were directed to the during our research was that none of centre of Amsterdam to spend their the hotels in Zuidoost were actively money. collaborating to overcome this problem and attract more tourists to the area. Based on this discovery, we advised Despite the individual efforts of the the Zuidoost Board to create a special hotels to organise events, a collective training module to inform front desk initiative to attract more people to the employees about the facilities in the area is still to be realised’. direct vicinity of the hotels. This would

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48 9 TWO SIDES OF THE TRACKS

Elise Stedenburg is a student at I live, it only takes me 15 to 20 minutes Amsterdam University of Applied to get to Zuidoost. Sciences who has been developing the In addition to all of these reasons, I also idea of using the music formula of Hotel study in Amsterdam Zuidoost. I am a Jaz as a genuine tool for connection. student of International Business and When Elise joined our Research lab, Management at Amsterdam University Zuidoost, she noticed that a new hotel of Applied Sciences. I am writing my had been built next to the Ziggo Dome thesis on Zuidoost, focusing on the on the ArenA Boulevard. The Hotel had ArenA Boulevard. The area is renowned opened its doors only a few months for its many entertainment possibilities, earlier, and its director had expressed including a cinema, megastores, their intention and commitment to restaurants, AFAS Live, the Ziggo Dome connecting with the ‘other side of the and the Amsterdam ArenA stadium – railway’, helping to make residents which not only hosts AFC Ajax’s home of Zuidoost feel at home in the bars matches and occasionally, national team of the hotels located on the ArenA matches, but also concerts and other Boulevard. Elise subsequently came up music events. During my research, I with the idea of making a case centred visited the area on several occasions on this specific wish. Youth centres such with Vanessa Catalano to make some as NoLIMIT have demonstrated that observations. We were keen to see Zuidoost is home to a range of musical what happens during the day and how talent, people who need somewhere the boulevard operates. to express and manifest themselves. How can Amsterdam Zuidoost’s lively music scene connect with Hotel Jaz, making the traditionally very ‘managed’ ArenA Boulevard area a place for more spontaneous encounters?

‘I have been coming to Amsterdam Zuidoost since I was a little girl, for several reasons. To visit my family (a lot of relatives live in the area), to do some groceries with my father for making an exotic meal, to go to the movies, a concert or festival and – my favourite thing to do in the area – to get some Elise Stedenburg really good food. From Utrecht, where

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During one of my visits, I took a photo- stylish and unique. The music theme graph before Adele’s concert in the can be found all over the building: it Ziggo Dome and the concert by goes far beyond a picture of a guitar Pentatonix in the Heineken Music Hall. on the wall. Most of the staff members Together, a total of approximately are themselves musicians; they have 23,000 people attended these concerts. the opportunity to perform at the There were lots of people on the hotel and with their knowledge of the Boulevard, some already waiting in line industry, can make recommendations to score a front row spot, some having to their guests about entertainment dinner or just relaxing before the start of in Amsterdam. For guests, it is also a the concert. I took a second photograph perfect place to stay after an event on just 30 minutes after both concerts had the Boulevard – the hotel is located started. The Boulevard looked used, directly next to the Ziggo Dome, and the people who were there shortly opposite the Amsterdam ArenA stadium before had left their mark. Besides a and a stone’s throw from AFAS Live. handful of people going from A to B, In addition, the hotel also organises there was nobody to be found on the performances by upcoming talent, and Boulevard. The megastores were still DJs perform every day. open, but most of the restaurants were closing and packing up their terraces. I am exploring how the Jaz in the City Hotel Amsterdam can be a place I realised that the ArenA Boulevard was where people can come together. Not not really the place for a spontaneous only visitors, but also the residents of night out. If you did not have a ticket Amsterdam Zuidoost. And not only for one of the concerts (incidentally, on days when there are events on the when they went on sale 6 months Boulevard, but also on other days. prior, tickets for the Adele concert Music can help to achieve this objective, sold out within 22 minutes), the not only in performances, but also Boulevard had little to offer. However, through giving upcoming talent a stage. the fact that people were willing to In turn, these activities will make it a travel from all over the country to more attractive place for the people of Amsterdam Zuidoost, just to see one the area. person, provided a promising starting point. After all, music can bring people To help figure out the next steps, together and connect them. I spoke to Gideon Everduim, an Another music-themed venue on the influencer and musician with a great Boulevard is the Jaz in the City Hotel deal of knowledge about the area. He Amsterdam. The hotel opened recently, is also working at Bindelmeer College, and in my opinion, the concept is really where he is organising a talent show

50 for the students. One fantastic concept My father always says that I am a would be if the winner of the contest dreamer, but I strongly believe that had the opportunity to perform at the there are ways of successfully creating hotel, attracting other students, parents shared value: a win-win business model and teachers from the area. The event that benefits businesses – the Jaz in would therefore welcome a varied the City Hotel Amsterdam in this case audience, also comprising people from – and society, in this case, the residents the area. Gideon even suggested that of Amsterdam Zuidoost and the hotel other schools could also get involved, guests. and that the hotel could perhaps host the entire show. This is just one means Working towards achieving this of connecting locals to the area, and concept, the existing creative capital I am convinced that there are plenty of Amsterdam Zuidoost can certainly more. contribute to making the ArenA Boulevard a place for both residents of Amsterdam and visitors to the city’.

Hotel Jaz

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52 10 GREEN AND BLUE ARE THE NEW GOLD

Arno Gorissen is a city marketing haggle over the scarce green spaces official for Zuidoost Partners. He and open – often green or public – does not only look for opportunities spaces in the city are not safe. The concerning economic development same even applies to areas of water. and growth; his overall focus is adding Consider project development and value and creating a sustainably better housing in green, public or industrial quality of life for people living, working areas like the Westerpark, Olympia and visiting Amsterdam Zuidoost. At Plein, NDSM Wharf, Marine Terrain and times, economic development can ArenAPark, and even in blue (water- conflict with this goal, and form a related) environments such as land threat to the quality of life. As a recent reclamation and construction on the example, Arno pointed towards the vast River IJ in the city centre or near IJburg, increase in tourism in the city centre of on the outskirts of Amsterdam. This is Amsterdam. This increase represents a combined with an insatiable appetite genuine threat to the local population, for more tarmac roads and car parking who no longer feel at home in their spaces, which also impacts green and own city. This development rapidly blue areas. changes the authenticity of the city, as businesses spring up that are focused Commercial intentions rule over life on making quick money instead of quality values such as recreational having an intrinsic attachment to the needs. The remaining – often city and its values. However, Arno notes that densely populated cities are facing other threats: open spaces are scarce and becoming increasingly scarcer.

‘In times of economic prosperity, the city government and property developers are put into the category of “Very Hungry Caterpillars”. With the recent strong economic growth and rise in population in Amsterdam combining with a lack of space, remaining space becomes increasingly scarce. Such spaces become prime targets for property developers and the city government, both looking to Arno Gorissen make money quickly. They gnaw and

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overcrowded – green and blue spaces a new tunnel through which the A9 in the city are under immense pressure. motorway will travel. Planned for the I am convinced that, when it comes near future, the park will be physically to housing and recreation, places, connected to the Nelson Mandela Park boroughs and cities with open green and the Gaasperplas. While the amount and blue spaces will be the most of green space is diminishing in other attractive and sought after in the near parts of the city, Zuidoost is actually future. Once they are gone, it will be gaining green space. Ultimately, it could very difficult to bring them back. The even become the garden and beach of government has to acknowledge and Amsterdam. take responsibility for the growing demand and the need for free, The abundance of blue and green sustainable, empty spaces, and of their space in Amsterdam Zuidoost is set future value. to bring the area a golden future. The increasing pressure on Amsterdam and With the growing population, rapidly the growing demands of its residents rising housing prices in Amsterdam for space and recreation offer great (particular in the city centre) and the opportunities for Amsterdam Zuidoost. lack of space and recreational facilities, a bright future awaits Amsterdam The challenge is to make everybody, Zuidoost in the years ahead. You see, including the government, aware of Amsterdam Zuidoost is still home to the importance of the growing value of plenty of green and blue spaces, it is green and blue spaces. It is vital that this affordable and it is accessible. Zuidoost remains a selling point for Amsterdam is surrounded by the Diemerbos, the Zuidoost, and that the district profiles Gaasperpark and the Amstelscheg itself as a place where generations can green buffer zone. It also boasts several bloom. The danger lies in making hasty fine parks of its own, such as the economic decisions instead of adopting Nelson Mandela Park and Bijlmerweide, a qualitative and sustainable approach. while residential areas themselves feature a great deal of green and blue Potential future development and (public) space. Zuidoost, originally a content that dovetails with the green wetland area, also has many bodies and blue aspect (legacy of Floriade of water, such as the Gein, Gaasp and Plans) is a business-to-business and Gaasperplas. tourist outpost and showcase, which clearly illustrate what the Netherlands A truly interesting development in has to offer in the field of agribusiness Zuidoost is a special park, twice the size and floriculture (Wageningen, North of the Vondelpark, that will arise above Holland seed cultivation, Royal

54 FloraHolland in Aalsmeer, etc.). This and its inhabitants both recreational could provide interesting content, and economic returns, while respecting combined with an art, plant and flower the green and blue considerations. pavilion of international stature: a 24/7 Amsterdam Zuidoost, going for gold!’ tourist attraction that offers the city

Gaasperplas

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56 11 CULTURAL DIPLOMACY FOR CITIES AND NEIGHBOURHOODS

Enric Ordeix is from the Ramon Llull Cultural diplomacy is a bottom-up University in Barcelona. He argues that process in which the community plays cities undergo continuous transformation, a special role in representing the city. while at the same time they must try to It is an effective way of attracting new keep history and memory alive. In this visitors, because of the pure connection sense, the DNA of prosperous cities is with the local culture. that which enables them to adjust and change while retaining their history and Principles of cultural diplomacy state a certain level of pride and welfare for all that the level of public engagement is its inhabitants. higher when the community is able to During the last few decades, create new ways to be represented by Amsterdam has paid a good deal of using culture as a tool. Consider music, attention to the rehabilitation of its the arts, cinema, food, sports and even cultural heritage in the city centre. cartoons. We have regularly witnessed However, changes and transformations this in other cultures, such as in Japan are also taking place in the outskirts or Italy. of the city. In Barcelona, we have seen Cultural diplomacy is a new wave of how the revalorisation of peripheral public diplomacy, also known as soft areas such as Collserola has increased power. When compared to traditional the attractiveness of the city as a whole. public diplomacy, this new way of Enric believes that it is important that understanding the field is extremely the peripheries of cities are also given due consideration: they should not merely become accommodation for a city with too many tourists.

‘The statement that areas such as Zuidoost should not merely become accommodation for a city with too many tourists is certainly valid. Instead, these areas should become a means of recovering history and facilities, and of making the city more accessible and interesting for anyone.

This is where the concepts of cultural diplomacy and civic engagement Enric Ordeix emerge.

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effective in national and city branding. act as genuine diplomats for the cause. Public diplomacy is based purely on We have also witnessed how the hard, vertical power, and solely on traditional smart city moved towards political and institutional representation. the ‘smart citizen’s city’: a valuable new In terms of brand equity, Amsterdam perspective. and Barcelona enjoy success because they both leave the representation and We are now observing how leadership to citizens. This is reflected neighbourhoods are forming part of in commercials and public activities. the real life of the city, being cultural Both cities pass what was traditionally actors and cultural diplomats as well represented by the institutions onto the as representing the real and authentic community. This approach has been culture. Once a city’s main attractions also successful in Iceland, which has and symbols have been overly exploited, become iconic in this field of cultural visitors need to enjoy and experience diplomacy. the culture from its core. And districts like Zuidoost have such culture in Companies can also play a special role abundance. in this area. The last decade has seen an increase in the number of corporate In conclusion, we need the city’s foundations, and there have been a culture to be created by people living high number of activities related to in the neighbourhoods, not only by corporate social responsibility in the the political institutions. In fact, this is majority of European cities. what we are doing: creating a stronger New Governmental Organisations are community, in order to create a closer- also playing an important role in this knit society based on big and authentic area, ensuring that celebrity involvement cities with real lives and real cultures: equates to active representation, as they food, arts, music, sports … all in one’.

58 12 AFTER THE SYMPOSIUM. A FOLLOW UP

Núria Arbonés Aran where you would enjoy wandering the streets. It is also not a place that THE VALUES OF AMSTERDAM is conducive to improvisation, as ZUIDOOST there is simply not something to do As mentioned earlier, this symposium at every corner. The large distances, was thematically organised to represent the interruption of path-and-node a journey through Amsterdam Zuidoost. functions and the incomplete internal This journey referenced three key transportation network – to name topics that arose during the research but a few factors – make the whole activities conducted in the run-up area a slow, for many ‘boring’ and to the symposium. These topics – uncomfortable place to approach and boundaries, hidden treasures and navigate through. connectivity – were both interrelated and overarching. For example, physical However, admitting this as a reality has boundaries seemed to still impede a a liberating effect. Instead of continuing sense of connectivity when approaching to insist on a solely positive sales Zuidoost on foot or by bicycle. discourse to attract visitors to Zuidoost, the ‘promise of paradise’ to which Indeed, many people echoed the Patrick Meershoek refers in his talk, sentiments of our speaker Vanessa many of us have meanwhile agreed that Catalano when she noted that travelling it is necessary to keep unveiling and by bicycle to Zuidoost from the city improving what Simon Anholt would centre of Amsterdam becomes uninviting call the ‘real substance of a place’.22 (what is often referred to as ‘ongezellig’ Masterplans such as Koers 2025, aimed in Dutch) once you encounter the at addressing issues including the motorway and ride past the many physical disconnection of Amsterdam high-rise offices joining Diemen and the Zuidoost from the rest of Amsterdam, Bijlmer. Almost without exception, these offer proof that the matter has been buildings are enclosed by the typical broadly acknowledged as a problem gated community fences with signs facing the envisaged inclusive city, warning against unauthorised access. and that improvements need to be There is a distinct lack of connectivity or made.23 But at the same time, there a welcoming atmosphere. is also an awareness that more than simply masterplans will be needed to One could therefore say that Amsterdam reach a solution. Some people are even Zuidoost is not immediately an concerned that the multiple masterplans attractive place to enter or somewhere will keep erasing footprints, depriving

22 Simon Anholt, Places, Identity, Image and Reputation (London: Palgrave Macmillan, 2010). 23 Gemeente Amsterdam, ‘Koers 2025. Ruimte Voor de Stad’, 2016.

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Zuidoost of the time it needs to build THE NEXT STEPS: GETTING THINGS its own history. What is therefore TOGETHER required is a better and more nuanced Slowly but surely, new contours for understanding of the value of places future research began to emerge. Our seen from different perspectives. research group was captivated by the topic, and continued to prepare during What we have also seen in the Cities part of the summer. However, once and Visitors Symposium is that once in the new academic year arrived, there Zuidoost, it is easy to come into contact was uncertainty about the viability of with the kind of committed people the follow-up. New policies at the City who have the capacity to transmit and of Amsterdam meant that plans and unveil the core values embodied in finances were to be readjusted. To our the area. They reveal how attractive regret, Zita Ingen-Housz, our colleague places – places worth visiting – have a with whom we had worked closely plural and layered significance which in the previous year, left the group is referential to both residents and to pursue an interesting opportunity visitors. They are multi-dimensional and elsewhere. That being said, our work embody memory, heritage, evocation had already been fruitful, and we had and symbols. They are carried by already been bitten by the engaging concepts such as greenness, hip hop, Zuidoost bug. intellectual challenges, food, religion and spirituality, progress, history, a In the summer of 2016, a group of new sense of beauty and commitment to graduating students from Amsterdam the community. These people helped School of International Business (AMSIB) us to understand that Amsterdam enthusiastically registered for our Zuidoost can be experienced as a Amsterdam Zuidoost Cities & Visitors stimulating place that enables different research track and began to work on audiences to engage in a process of their theses. And the same happened in empowerment and improvement. Some January 2017. Students also registered might call this ‘the emancipation of the for the so-called ‘International Virtual peripheral areas’.24 Consulting Firm’, our international cooperative research programme with partner cities Paris and Barcelona, hosted at AMSIB. These students worked in intercity teams to develop ideas on how to increase the liveability

24 Floris Alkemade, ‘De Emancipatie van de Periferie’ (Den Dolder: Atelier Rijksbouwmeester, 2016).

60 of the campuses and student life multiculturalism and repositioning the around Fraijlemaborg, our AUAS home Bijlmer as a place that has recreated location in Zuidoost. Arno Gorissen itself, where you can find nightclubs provided us with the case and offered and lounges with music, good higher his cooperation. And last but not least, education and learning environments colleague Ronald Pes Brouwer joined and interesting local offerings. Our the group as a senior co-researcher. graduates recommend continued efforts Within a couple of months, things to strengthen the links between all started to consolidate. We took the next involved parties, a time-consuming but steps and found support. indispensable long-term strategy, and offer their help to contribute to the The commitment of our graduate development of a discourse that can students at AMSIB, many of them also facilitate these efforts. living in Zuidoost, has been inspiring. These students have been driving The extraordinarily convincing work towards a common goal of contributing of our International Virtual Consulting to improve the visibility of the values of Firm students has also been key, and Zuidoost. To this end, they have been has been a true eye-opener. They have talking with many people in the area made it clear to us that the public and have conducted observations. They space and the facilities around our confirm the impression shared by many Fraijlemaborg building are in need of residents: Zuidoost should be treated as care, attention and an urgent update. a very special part of Amsterdam, home Thanks to them, we realised that we for people from all around the world, an could genuinely contribute to the work example of cosmopolitan tolerance and of so many in Zuidoost, and that we a place in which all sort of visitors could could directly influence and improve the learn and acquire new insights. part of the students’ lives in Zuidoost with which we are closely involved. Most of those residents know and applaud initiatives such as the World We understood that we could help of Food, (‘quality for an honest price; and support students in their quest to ‘something that Amsterdam should do improve and upgrade campus facilities, more often’), and see connectivity and promoting the creation of working upgrading all of the area’s offerings as spaces and linking them to the existing key. Amsterdam Zuidoost should be ‘hidden treasures’ of Zuidoost. We also home to more distinctive and special realised that our Fraijlemaborg building shops and a more varied market, better was in need of some adjustments when and higher-profile cultural facilities it came to hospitality and openness to and museums, all reflecting Zuidoost’s the neighbourhood. Despite its various

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qualities, the building is in fact designed who taught many to appreciate (and as a kind of fortification, partly conserve) them. In this sense, their surrounded by water (and by fences) work has contributed to a revalorisation and isolated from the surrounding of Bijlmer heritage and to a more environment. You would certainly widespread awareness of its value. struggle to find a Fraijlemaborg student However, there are also concerns living outside of Zuidoost who would that this revalorisation could result in spontaneously come up with the idea excessively lucrative operations that of taking a walk outside the building to may be detrimental to the current explore the area. residents of Zuidoost. The renovation of the Amsterdamse Poort and the In our current research design, we transformation of the emblematic therefore consistently emphasise the ‘Zandkasteel’ (Sand Castle) building into idea of connecting the different cores luxury apartments has been met with of interest that have been brought up mixed feelings, as these works could on numerous occasions by different affect accessibility and increase prices actors during the symposium, during throughout the area. More than ever, design sessions or during the many especially in relation to point ‘b’ above, conversations and observations that we concerted efforts need to be made to have shared. We are committed to using ensure that investments will improve our presence in the area to contribute collective public spaces and will build to this connection by a) continuing on an inclusive and diverse cultural and to promote interest in, and acquiring historical awareness. knowledge of, Zuidoost; b) respecting and embracing its versatility and c) More specifically, our joint plans to eliminating barriers in its layout. improve the liveability of our students’ environment should take all of those In all three elements, we adopt the prior considerations into account. metaphor of a guided tour that Physical improvements to the campuses provides a physical and mental map and access, including lighting and to share. We relate such a map to an signage, will need to be combined existing tradition of what we like to call with opening up new student facilities ‘translators’ of the area, people such to all kinds of residents and visitors. as guide Jenny van Dalen, or architect In their thesis, our graduate students Peter Dautzenberg. These are people convincingly recommend literally who recognised the beauty of places connecting with the many initiatives such as the Bijlmer before others, and under the name ‘World of Talent’,25 and

25 ‘Southeast World of Talent’ .

62 view this connection as a means for THE GOLDEN JUBILEE new students in the area to accelerate Preparations for the golden jubilee of the process of getting to know and the Bijlmer, currently becoming a joint interact with local talent and their aspiration for various parties, ultimately productions in the fields of fashion, appears to offer an apt moment for music, literature, photography and film reflection and understanding. During the symposium, Alies Veul outlined Finally, we are keen to develop the idea plans for the celebrations in 2018 and of eliminating boundaries in the layout introduced an interesting concept. of Zuidoost by meeting with involved In the life of a building, turning 50 parties to study and discuss the options means reaching adulthood, becoming a regarding physically removing fences respectable adult. The Bijlmer has now from outside offices and educational acquired legitimacy and cannot simply buildings, including our own building. be demolished. Its history is also linked In doing so, we hope to provide an to the many newcomers that brought illustration of a freer and more natural new rhythms to the city of Amsterdam. relationship between public, semi-public We are convinced that Zuidoost’s and private space in Zuidoost. sustainable plans and metropolitan ambitions will only succeed if they also include, reflect upon and safeguard this versatility.

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THE STORYTELLERS AND THEIR BACKGROUND

Núria Arbonés Aran Programme leader at IVCF City Marketing in Europe and Research Cities and Visitors Urban Field Lab Amsterdam Zuidoost AUAS

Vanessa Catalano Architect, creative and design thinker

Yvette Dorsiel Owner of Yvette’s Kitchen, World of Food

Evelin-Pierre Dumfries Cultural entrepreneur and consultant

Gideon Everduim Creative entrepreneur in Amsterdam Zuidoost

Arno Gorissen Director of City Marketing Zuidoost, Zuidoost Partners

Joost de Groot Student at Amsterdam University of Applied Sciences, City Marketing in Europe alumnus

Dolores Heide Coordinator and Commissioner of Economics, Art, Culture, Events and Tourism for Amsterdam Zuidoost

Taiki Ikeda Exchange student at Amsterdam University of Applied Sciences, alumni City Marketing in Europe

Patrick Meershoek Journalist at Het Parool

Enric Ordeix Director of MA Global Communications, Blanquerna School of Communications, Ramon Llull University, Barcelona

64 Elise Stedenburg Graduate Thesis Intern in International Business Studies, Amsterdam University of Applied Sciences

Laurent Stomboli Lecturer at Amsterdam University of Applied Sciences, City Marketing consultant and researcher in Europe

Willem van Winden Professor of Urban Knowledge Economy, Member of the Field Lab Zuidoost Management Team

The symposium was an initiative of the research team Cities & Visitors, a partnership between Urban Management Field Labs Zuidoost, the Zuidoost city district, ZuidoostPartners and the research group Amsterdam Knowledge Economy of the Amsterdam University of Applied Sciences. This symposium was made possible through the joint effort of many stakeholders in Zuidoost.

We would like to thank all participants who contributed to preparatory research design session: Dolores Heide, Saskia Hartman, Alies Veul, Minetta Koornstra, Nancy Poleon, Roy Ristie, Joost van Beek, Lawrence Hasselbaink, Stephany Biezen, Jeltje van Nuland, Jenny van Dalen, Henk Markerink, Evelin-Pierre Dumfrie, Claudia van Dijk, Arno Gorissen, Gideon Everduim, Joyce van den Ing and Cristina Serra. And the organizers: Eric Reiman, Madeline Hageman and Peik Suyling. A VIVID PORTRAIT OF VERSATILE AMSTERDAM ZUIDOOST

66 The storytellers at the Symposium and part of the audience

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COLOFON

Script: Núria Arbonés Aran, Hogeschool van Amsterdam

Productie en eindredactie: Carla Hoffschulte, Ruimte voor Communicatie

Vertaling: UvA Talen I Vertalers

Vormgeving: reclamestudio Sjeep

Drukwerk: Canon

Foto’s: Sophie Victorine I The Rough Cut I Script Factory, Bob Bronschoff I Fotografie Amsterdam

Oplage: 300

Urban Management / HvA publicaties, Juni 2017

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© Hogeschool van Amsterdam Amsterdam University of Applied Sciences June 2017

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