What’s the Use? Practicing Art, Knowledge, and Use radicalizing the local Jeanne van Heeswijk Freehouse urban unions

NEIGHBOURHOOD NEIGHBOURHOOD Afrikaanderwijk is a neighbourhood in FACTS 2008 FACTS 2014 FREEHOUSE the south of , the . RADICALIZING LOCAL PRODUCTION It is in the of the city, 9,400 8,300 Since its inception in 1998, Freehouse has created space for encounter, both NEIGHBOURHOOD AS and is traditionally working class. It was inhabitants inhabitants literally as well as metaphorically. It stimulates local inhabitants and shop- URBAN LABORATORY one of the first neighbourhoods in the keepers, youngsters, artists, and designers to exchange knowledge, experience, The micro scale of the neighbourhood and ideas. The connection of cultural with economic capital results in co- Netherlands to have a majority of residents offers us the urban laboratory of our 79% 85% productions that mutually benefit participants socially, and economically. with an international background, primarily non-dutch origin non-dutch origin The resulting products also make the underlying cultural process visible. time. The micro urbanisms that are consisting of Turks, Moroccans, Surinamese, Inspired skill can powerfully lead people’s development. Unfortunately, emerging within small communities and Antilleans. Since the Netherlands’s first 29% 29% Rotterdam does not always take the creative potential of its inhabitants across the city, in the form of non- race riots took place in the Afrikaanderwijk below poverty below poverty seriously, especially in the south of the city. From 2008 onward, Freehouse conforming spatial and entrepreneurial in 1972, it has received special municipal index (11% in NL) index (11% in nl) has applied its approach to the Afrikaanderwijk. Economic growth is aimed at practices, are defining a different idea and national attention. The Afrikaanderwijk through cooperative cultural production. And inclusive urban development of density and land use. By putting forth will go through a vast transformation in 48% 55% is achieved through community partici pation and self-organization. counter forms of urban and economic the coming years. Two adjoining new social security social security developments that thrive on social As the neighbourhoods surrounding the Afrikaanderwijk are being neighbourhoods with mainly middle class unemployed unemployed encounter, collaboration, and exchange, pension pension redeveloped with the addition of middle class dwellings, Freehouse worked housing will change the demographics of toward making the existing inhabitants share in the economic benefits of new economics and social institutions the community: Parkstad, with 1,200 new the redevelopment. Despite diminishing public funds for the Afrikaanderwijk, will emerge within communities. dwellings, two new schools, facilities, parks; 84% 85% Freehouse has been able to intensify its activities and to grow its organization. rent, social rent, social and , a mix of self-built housing housing housing It tested new plans for the market and the area through 450 small-scale and apartments for sale. interventions and successfully set up 5 communal workshops. As a result, the neighbourhood and its market are becoming a vibrant community again and 450 THE QUESTION IS: HOW TO REVITALIZE THE 33% 37% the area was put on the map as a lively spot for cultural production, both market & shop AFRIKAANDERWIJK IN SUCH A WAY THAT LOCAL is younger than is younger than nationally and internationally. In order to secure the accumulated interventions 23 years 23 years INHABITANTS WILL NOT BE DISPLACED? capital and qualities for its inhabitants, Freehouse developed a skill-based neighbourhood co-op that continued its 5 work in 2014. communal workspaces 50 skill-based jobs

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July 2012 February 2013 DIMINISHING PUBLIC FUNDS Urban stage DE NIEUWE OOGST ROTTERDAM closes its doors Parliament decides that MUNICIPAL DISTRICTS will be In the last two years, public investment in the January 2012 after the Rotterdam Council for Art & Culture recommends abolished, as part of centralization and economization of Afrikaanderwijk has significantly diminished, partially NATIONAAL PROGRAMMA ROTTERDAM ZUID ‘replaces’ Pact op the municipality discontinue its funding. This platform for local governments. In March 2014, the Feijenoord district as a result of administrative and political crises. Zuid after criticism that it focused too much on physical music, culture, and exchange opened less than a year before. council closed down and was replaced by a district manager. issues at the expense of social issues. Without its own 2006 – 2011 budget, it requests relevant stakeholders to collaborate January 2013 October 2013 PACT OP ZUID was a joint investment programme of the and put forward funds. KOSMOPOLIS ROTTERDAM, an Afrikaanderwijk-based foundation SONOR, an organization of neighbourhood counsellors, local and national governments, housing corporations, and that produces cultural events, closes its doors due to the closes its branch in the Afrikaanderwijk. educational and medical institutions. It aimed at increasing January 2012 cancelation of municipal funds. It focused on contemporary the attractiveness of Rotterdam South, striving to Housing corporation VESTIA loses about € 2.6 billion in diversity, transculturalism, and polyphony in the public June 2013 improve the social, economic, and physical characteristics financial speculations, one of the biggest speculation losses debate and the heritage of the future. Their closing brought The fall of the FEIJENOORD DISTRICT COUNCIL, of which of the area. In a massive allocation of funds, the intention ever worldwide. Being the largest property owner in the area, to an end significant investments and employment in the Afrikaanderwijk is part. Administrators are forced to step was to invest € 1 billion over 10 years. The programme many planned investments in the neighbourhood were halted neighbourhood. down. A subsequent investigation blames the ‘diseased lasted for 5 years. or cancelled altogether. administrative culture’.

298 299 What’s the Use? Practicing Art, Knowledge, and Use communal workspaces Jeanne van Heeswijk Freehouse market and shop interventions

NEIGHBOURHOOD KITCHEN EXPERIMENTS WITH The goal of the Neighbour- 2011 2012 2014 LOCAL PRODUCTS hood Kitchen is to highlight STYLING The production of freshly the Afrikaanderwijk as an area 23 12 70 Freehouse assisted market prepared food and products, where home cooks make the co-workers co-workers co-workers stallholders with alternative produced by local people is best dishes and unique co- forms of presentation of a valuable contribution to operations are possible between 64 77 100 products and styling of stalls. what the market currently inhabitants and shopkeepers. commissioners commissions commissions has to offer. In keeping production local, the social and economic inde- 36 38 42 pendence of the inhabitants commissioners commissioners commissioners SPEAKERS’ CORNER and shopkeepers is actively Historically, a market stimulated. As such, the Neigh- was not only a place bourhood Kitchen forms an for commerce but important link in shaping the SUZY SEASON CAKE also had a social and area’s image. Freehouse helps locals set political function. up their own skill-based BRANCH SELECTION Speakers’ corner is a business. Suzy Season Cake AND CLUSTERING spot to meet and to was selling home-baked The arrangement of stalls exchange thoughts. NEIGHBOURHOOD KIT FLOW CHART CHEN & CATERING SERVICE NEIGHBOURHOOD WORKSHOP Antillean pastry and where determines the attractiveness Superuse Studios mapped in aFamily / ancestry Cutter

EU / NL subsidies possible collaborated with the Family / ancestry Family / ancestry Subsidies funds local entrepreneur cooks & hosts Material Flow Analysis (MFA), all of a market to a large degree.

subsidies Neighbourhood Kitchen. Suzy EU / NL subsidies Plantation Rotterdam municipal subsidies funds act(India)ors and processes involved in An attractive entrance, clear

subsidies closed her shop in 2012, due Rotterdam cotton

price cotton routing, and clustering of municipality the development of the product recipe & cooking skills info neighbourhood projects info subsidies recipe & cooking skills Close family Close family income Textile industry info wijkprojecten subsidies

local entrepreneur gift know-how meeting local talent (social) assistance to personal reasons. (spinning/weaving/painting) cutters (India) products are important. various various various products ingredients products Local product info Close family Dukkah dip of the Neighbour- Source ingredients price ingredients price products income Wholesale entrepreneur know-how price products cooks & hosts recipe & cooking skils meeting local talent gift (social) assistance FREEHOUSE Between stalls with edibles, textile textile textile price textile hood Kitchen. Linegarments and arrgarmentows Customers household textile Organisation Cutters assignment (Turkish, Moroccan, money Local store / various products Wholesale price textile Design studio info & questions various products Regular Freehouse foundation Antillean, Surinames) supermarket product info product feedback assignment price products supermarket

income reimbursement price products recipe & cooking skils commission food can be prepared and FREEHOUSE products product info indicate streams of material, ORKSHOP price products NEIGHBOURHOOD W info projects & products neighbourhood Afrikaandermarket various products product info Neighbourhood Kitchen various products price products Cooks & hosts products eaten in a collective food price products Neighbourhood Kitchen products (Pakistan, Moroccan, Peruvian, product info Events (cultural) Tomorrow’s Market organizations & Feedback & new contacts product info Syrian, Turkish, Indonesian) knowledge, and money. MFAs of Acquaintances income price Neighbourhood companies Kitchen products & catering NEIGHBOURHOOD KITCHEN feedback on market court. Between stalls for guidance garment Clothing store / Neighbourhood regular products are more linear shop reimbursement Kitchen products product info & feedback process & product info Organization income price products Cooperative Income clothes Freehouse subsidies product info Store of Goods process & product info and Values

info neighbourhood projects & products info textiles and clothes, new

process & product info and result in less local value. garment info garment price garment catering service & product info catering price Neighbourhood Kitchen products & catering price Neighbourhood Neighbourhood Kitchen products Neighbourhood Kitchen products Customers feedback & new contacts product info Acquaintances Customers designs can be displayed on afrikaanderwijk price Neighbourhood Customer Kitchen products & catering rotterdam national afrikaanderwijk NEIGHBOURHOOD KITCHEN a catwalk. international rotterdam

national

internationalFamily / ancestry Family / ancestry local entrepreneur organic material cooks & hosts

knowledge, information & culture organic material c cultural cc exchange c purchase catering money inorganic material recipe & product info

knowledge, information & culture Rotterdam municipality Direct family money local entrepreneur meeting local talent cde

Customers & visitors skills & know-how Direct family cooks Wholesale product info a b c & hosts c d

development partnership knowledge exchange Local enterprise strengthening network culinary habits & neighbourhood projects customs & products product presentation a b c c d e c cdec d e attract network watching & customers informal help c d e c d e bbe e product info knowledge exchange neighbourhood projects knowledge & products exchange c cdd Afrikaandermarkt local projects & products Events NETWORK RELATIONS abcde (cultural) organizations ccd d & companies Cooperation & purchase catering & Cooks & hosts products displaying value cooperative platform & Tomorrow’s Market knowledge steering shared qualities of the neighbourhood knowledge exchange employees abcde exchange local projects & aabcd b c d This network map shows the interactions local projects & products products c abc c d e c Cooperative tests of theory of Store of Good offering local qualities cooperative neighbourhood info on neighbourhood and Value development cde testing products projects & products & feedback abcde cdc d between individuals or groups that are cc critical reflection inclusive Freehouse neighbourhood development organization cc feedback & new contacts Customers & visitors

Value determination Customers & visitors involved with the Neighbourhood Kitchen. neighbourhood projects cce e afrikaanderwijk Acquaintances

A significant amount of knowledge and skills is rotterdam STACKING OF RULES, SHRINKING MARKET shared between employees of diverse cultural national EU / NL subsidies a co-producing backgrounds. This is typical of Freehouse’s international b participation In a time of massive, global financial deregulation, an invis- ing to the permit on the day of issue are inalienable, even if approach and enriches those involved c information and knowledge exchange d consuming ible net of (frequently conflicting) rules and regulations has the market regulations change afterward. Furthermore, the both personally as well as professionally. e visiting been set down in the Afrikaanderwijk. Effective rezoning left Local General Ordinance allows the municipality to police the a lot of empty shops in the area and surveilance increased. area in ways that would be unconstitutional elsewhere. The market used to be growing, but now it is shrinking, main- In 2006, the ‘Special Measures Law on housing permits to newcomers in ‘fragile’ neigh- ly as a result of these (primarily) municipal interventions. On a NATIONAL LEVEL, the ‘Rotterdam Law’ allows the munici- Metropolitan Problems’ came into effect. Drafted bourhoods based on an income requirement or pality to ban underprivileged newcomers from moving to this on the explicit request of Rotterdam in order to on previous ‘unwanted’ or criminal behaviour. On a DISTRICT AND MUNICIPAL LEVEL, outdated market stigmatized neighbourhood. prevent underprivileged non-Western minorities The law has only been implemented in five regulations, a poorly functioning branch list (subdividing all from moving into designated problem areas, neighbourhoods nationally, all in Rotterdam products in groups with quota per group), impractical stall On a EUROPEAN UNION LEVEL, an upcoming prohibition to dimensions, and an unattractive market layout have resulted preserve products with ice, conflicts with local restrictions on it is nationally known as the ‘ROTTERDAM LAW’. South. The Afrikaanderwijk is one of them. It formally allows the municipality to deny in an impoverished quality and range of products. Moreover, the use of cooling trucks, which is a threat for the continuity regulations differ per permit holder: original rights pertain- of the sale of meat and fish on the Afrikaandermarkt. rotterdam law

300 301 What’s the Use? Practicing Art, Knowledge, and Use market and shop interventions Jeanne van Heeswijk Freehouse market and communal workspace

SHOP WINDOW PAINTINGS AFRIKAANDERMARKT In cooperation with local shop NEW PRODUCTS 292 Since 1964 the Afrikaandermarkt has been held on the Afrikaanderplein, the owners visual artist Bruce TMC The existing product range total amount of stalls centre of the Afrikaanderwijk. Wednesday and Saturday are market days and painted custom-made messages, on the market was expand- they attract about 15,000 visitors a day. It now has 292 stalls. highlighting the importance of ed with quality goods, bio- STALL TYPE WEDNESDAY SATURDAY motherhood on their windows. logical products, and crops PROBLEMS from farms in the vicinity The Afrikaandermarkt originally had a regional function but it has lost its of the city. 157 127 attraction. It now only serves the surrounding neighbourhoods, whose inhabitants kramerij* have a small budget for shopping. Meanwhile, markets lost the price war to cheap supermarkets. Since people with higher incomes hardly go to markets anymore, 63 124 it may be tempting to focus on attracting wealthier customers for the survival of consumption the market. The question is: How can the market create a more diverse product 40 5 range and strengthen its vendors’ livelihoods while embracing its new clientele? flowers and plants VENDING CARTS OPPORTUNITY Tomorrow’s Market The market and neighbourhood cannot do without each other. On market days welcomes the most 14 17 turnover is great according to the shopkeepers. When the market was temporarily beautiful and well- Bakingbaking moved to neighbouring Katendrecht, one third of shop owners were forced PRESENTATION PLATFORM to close their businesses. With the influx of migrants to the Afrikaanderwijk, equipped vending The Afrikaandermarkt misses many new products were introduced, including exotic spices, colourful textiles, carts. Small and big. a central gathering point 9 9 10 olives, nuts, and fish from Asia and Africa. And in order to survive and provide a around which the market can fish fish livelihood, there is an urgent need to continue to diversify the range of products be oriented and where the on the market and present them in a more attractive way. Nevertheless, the au- market and neighbourhood 10 9 thorities tend to adhere to a more nostalgic vision of a traditional Dutch market, can present itself. street vendors instead of accommodating the potential of this diverse mixture.

FAST FLEX FEIJENOORD The FFF is a cooperative project that provides a cheap, local, electric transport service during market days. This environ- mentally friendly and service-oriented trans- portation was developed in cooperation with Bemobi and foundation FLEX. The Tuk Tuks offer an alternative to parking problems, 4,000 walking around with heavy groceries, and rides 2012 noisy delivery mopeds. The project is now functioning as a fully independent offspring in Feijenoord. MAASHAVEN

AMBIGUOUS AND RIGID ENFORCEMENT STIFLE INNOVATION

The municipal approach to the market is 1. CITY SURVEILLANCE (enforces market characterized by control and enforcement. regulations, branch list, market layout) Once the Market Master used to be a market 2. NEIGHBOURHOOD POLICE (law enforcement) AFRIKAANDERWIJK IS DISPROPORTIONALLY REPRESSED IN IN A PERMANENT LEGAL vendor selected from amongst peers, now he 3. MUNICIPAL POLICE (law enforcement) STATE OF EXCEPTION or she is a civil servant with a background in 4. REGIONAL POLICE (law enforcement) Rotterdam is a national leader in policing its NEIGHBOURHOOD SECURITY INDEX officially estab- control and enforcement. Five different agencies 5. TAX POLICE (financial control) inhabitants and the Afrikaanderwijk is one of lished the Afrikaanderwijk as a ‘problem area’. currently enforce laws, rules, and regulations. Enforcement can also be excessively rigid. its main focus areas. Since 2001, efforts have It became one of the so-called NEIGHBOURHOOD Their differing interpretations make enforcement A permit holder needs to be present in steadily increased. Hundreds of SURVEILLANCE SECURITY AREAS, where special security measures ambiguous. As a result, vendors limit their the stall at all times. Fines have occasionally CAMERAS now tape the city non-stop, including are allowed, such as PREVENTIVE BODY SEARCHING experiments in fear of losing their precious been given when people were away for the Afrikaandermarkt. First, the municipal (stop and search). vending permit after three fines. a lunch break. The city surveillance has also removed musicians and public speakers. stop and search policy

302 303 What’s the Use? Practicing Art, Knowledge, and Use communal workspaces Jeanne van Heeswijk Freehouse market and shop interventions

NEIGHBOURHOOD LIVING STOREFRONT WORKSHOP The owner of Joka Sport approached In the Neighbourhood Freehouse to help promote his store. Workshop fashion pro- Joka Sport is the first martial arts duction is combined with store in the Netherlands. Its product design and education. range contains locally designed and Amateurs and profes- produced items. A living storefront sionals collaborate and was designed with a boxing tourna- exchange skills. Local in- ment, which was reported live on habitants have knowledge the Internet. FOOD COURT WITH TERRACE One of the benefits of branch- of materials and master themed areas is the possibility of techniques that are creating a food court: an area in important and interesting RESTYLING OF MEVIO the market where people can take for contemporary de- SCHOENEN Mevio Schoenen specializes in cheap a seat and eat food from one of 2011 2012 signers. By actively using mass-produced shoes. Eva van Aalst, the surrounding food stalls. this knowledge, these 31 21 known for her rather eccentric techniques will be passed co-workers co-workers NEIGHBOURHOOD STORE shoes, redesigned their storefront. on and preserved for the The Neighbourhood Store is a cooperative 38 33 future. Participants are shop where products of local designers commissions commissions involved in the whole and craftsmen are presented. This ap- WASSALON MARKTPLEIN 22 21 production process, from proach is based on the store-in-store con- With local laundromat Wassalon design to end product. commissioners commissioners cept, using temporarily empty locations. Marktplein, designer Marjan van It’s attractive for local makers to offer Aubel developed a hybrid meeting their products to a wide range of people space. While doing your laundry, LOCAL ADDED VALUE you can also work online, watch The value chain of the T-shirt of the Neighbourhood Workshop and to test the response to their product. presentations, read a book, or shows how this product accumulates value through its production follow a course. process. Step by step, from raw material to end product, every par- 32 MAASHAVEN ty involved adds value. A sizable amount of value is actually gained local makers 2012 from within the neighbourhood (see gray).

NEIGHBOURHOOD WORKSHOP AFRIKAANDERWIJK

INTERNATIONAL

PRODUCTION SALES ROTTERDAM

Plantation Textile & T-shirt Whole sales Afrikaandermarket Marga Weimans €0.60 production €1 salesman €5 design studio NATIONAL €0.85 + € 0.60 2% + € 0.25 1% + €0.15 0.6% + €4 16% + €6 24% NEIGHBOURHOOD ORE WORKSHOP REGULAR ST INTERNATIONAL MARGA WIJMANS

cotton T-shirt T-shirt t-shirt

This price allocation is based on estimation. Source: NRC, SOMO, and Clean Clothes Campaign NATIONAL

PRODUCTION SALE 16% REGIONAL Tomorrow’s Market / Screen printer Freehouse Freehouse VAT 2008 0% Neighbourhood LOCAL ADDED VALUE €11 (Ede) €21 Neighbourhood €31 organization €20,25 €20,25 €25 Store Workshop + €4,75 19% + €10 40% + €10 40% - €10,75 - 43% 21%LOCAL ADDED VALUE + €0 0%

T-shirt T-shirt T-shirt T-shirt T-shirt with print with print with print with print T-shirt with print new model new model new model new model

DUKKAH DIP NEIGHBOURHOOD KITCHEN AFRIKAANDERWIJK category. Entirely new products may be outside of regular stalls. Without their often IN SPITE OF MANY VACANT STALLToko Yari S, MARKET ACCESS IS SEVERELY RESTRICTED ROTTERDAM denied a stall because their category is already lively product demonstrations, the market is + €0,03 2% INTERNATIONAL

NATIONAL Plantation In spiteFood o f an estimaWholeted sales 30% of vaNieuwc aFesn t stalls vendors have married into families of vendors fully represented. a far less lively and exciting attraction. processing bakery €0,15 €0,26 €0,32 €0,44 NATIONAL + €0,15 10% + €0,11 7% + €0,06 4% + €0,06 5% INTERNATIONAL 5% REGULAR during autumn and winter months, there has deliberately to get this securedREGIONAL position. HERB / NUTS MIX nuts nuts nuts nuts 50 GRAM herb plants herbs herbs herbs DUKKAH €3,30 beenspices plants a waiting lispicesst of 300 to spices400 market vspicesendors It usually takes 6 — 15 years toHERB ge / NtUTS a MIXfix ed spot MANY STALLS ARE VACANT PUBLIC PERFORMANCES VIRTUALLY PROHIBITED This price allocation is basedwho on estimation. want a place on the market, a serious and market vendors tend to be v50endo GRAM rs for life. Many market vendors only show up with Public speaking and musical and theatrical Cooperative Store of Goods and Values Events mismatch of supply Cateringsand demand. This inhibits Since many newcomers are migrants, they0% are relatively good weather, especially those of performances: any kind of demonstration Exhibitions LOCAL ADDED VALUE Freehouse Freehouse Markets VAT 2013 Neighbourhood organisation 58% LOCAL ADDED VALUE Kitchen a mo€1,13 re diversified€1,13 product range€1,41 needed for €1,50a kept from the market disproportionately. weather and season bound products, such as that may attract a crowd is restricted to + €0,28 20%* + €0,69 46% +€0 0% + €0,09 6% *fixed charges heDukkahalthy, prosperDukkahous market. Dukkah Dukkah ice cream. Vacant stalls are very unattractive places allocated to vendors, in fear of unsafe and disliked by visitors and vendors alike. congestion. Permits for street musicians have IT IS HARD TO BE ASSIGNED A MARKET STALL not been granted for years, as there is no IT IS VERY DIFFICULT TO GET A GUARANTEED PLACE FOR A VENDOR IN THE MARKET The municipal branch list has over-determined PLACES FOR STREET VENDORS ARE VERY LIMITED application form for such a permit anymore. The easiest way to get a guaranteed position in product categories into subcategories and There are very limited (and diminishing) places See ‘ban on public assembly’ as well. the market was by inheritance. Some prospective only allows for a limited amount of stalls per for street vendors who sell their products

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What’s the Use? Practicing Art, Knowledge, and Use market and shop interventions Jeanne van Heeswijk Freehouse market and shop interventions

E O L B

M

SERVICES E T N O F

I

S N

Services in combination with products T

A A R T MOVING INTERVENTION were added to the market. For example, in TOMORROW’S MARKET C SERVICES Freehouse organized catwalk a stall selling scarves, the latest styles of Tomorrow’s Market is a detailed live AFR I K A A N D E R P L E I N VEGETABLES FRUIT fashion presentations in the wearing the hijab were demonstrated. And sketch of a possible future for the MEAT B market. This was extremely a repair service was added to a stall selling market, devoting more attention to J O UBE RTS TRAAT NEW MARKET STALL difficult due to the regulations. secondhand clothing. A the quality of goods, introducing new DRE WAPENAAR AND BIOLOGICAL MARKET G In order to bypass the ‘ban AF R SPEAKERS’ local products and services, and styling IKAAN D CORNER LUCKY MI on public assembly’ a playful FORTUNE COOKING

and forms of presentation in stalls ERPA R presentation was made. For the PA U B L K

including cultural expressions and K presentation of MO* Magazine SMALL INDIVIDUAL SCHALK B URGE R S TRAAT RUG E

public speaking. Tomorrow’s Market has R S a group of models paraded TERRACES TR AA T Possibility to have a quick designed prototypes of improved market through the market. A straight D stalls, a renewed market organization as FASHION bite next to a market stall AND TEXTILE line of beautifully dressed boys L that sells food. well as a considerable rearrangement J D E F and girls, accompanied with P R E T O R IALAAN K of the available space while negotiating H a megaphone shouting: I the altering of legislation. Daily small- NEW P R E T O R IALAAN ENTRANCE CONGRESS- MARKET STALL MARKET STALL AND CENTER / JEROEN ‘Don’t stop, keep moving!’ INFORMATION RESTAURANT / KOOIJMANS CATWALK MISCELLANEOUS KITING BIKES, CENTER FOOD COURT AND HUGO SCOOTERS scale interventions continue to test and TIMMERMANS AND ELECTRONICS advocate a more inclusive market. From 2008 to present, over 400 tests were done. Also 5 future market MARKET scenarios on a 1:1 scale where shown. MARKET COUNCIL COUNCIL In 2009 Freehouse set up a Market Council by gathering all stakeholders involved in the market for the first time: the municipal district of Feijenoord, Rotterdam’s municipal surveillance, market vendor association CVAH, and market vendor association VETRA. The council meets regularly and proposes and nego- tiates improvements in order to settle conflicting regulations and push for Petty rules do not fit the market. creative breakthroughs.

AMBIGUOUS AND RIGID ENFORCEMENT STIFLE INNOVATION IN SPITE OF RICH CULTURAL DIVERSITY, PRODUCT RANGE IS RESTRICTED

The municipal branch list restricts the product diversification – Many product demonstrations are also not allowed, since that is needed in order to provide for one’s livelihood and for demonstrating products you need a ‘street vendor create a vibrant and flourishing market. The neighbourhood’s permit’: a vendor of household products is not allowed to rich variety of cultures, particularly in food and textiles, is give a demonstration of cleaning pans with sponges. seriously under-represented. FIXED NUMBER OF STALLS PER PRODUCT CATEGORY In problem areas, the Local General Ordinance Football Championships held in Rotterdam, it ONLY ONE PRODUCT PERMIT PER STALL The municipal product branch list limits the number of stalls [Algemene Plaatselijke Verordening] allows continues to be in effect on the Afrikaandermarkt. Vendors are not allowed to have more than one permit per per product category. This effectively blocks new products stall. Selling fruit or vegetables falls into a different product and services within existing branch categories. For example, municipalities to proclaim a BAN ON PUBLIC ASSEM- Although previously legitimated by anti-hooliganism, BLY. Originating from the 2000 UEFA European it is now enforced due to anti-terrorist concerns. branch from preparing them. As a result, vendors of oranges vintage clothing, biological fruits and vegetables, or locally are not permitted to prepare a fruit salad or sell freshly produced products are not independent product categories. pressed orange juice. Yet this would be efficient and yield Even though they would attract different customers, new ban on public assembly higher margins. Likewise: vendors cannot enter the market with these products, as the – A vendor of women’s clothes cannot sell bras as well maximum amount of stalls for clothing and vegetables has because they fall into a different product category. already been reached.

306 307 What’s the Use? Practicing Art, Knowledge, and Use communal workspaces Jeanne van Heeswijk Freehouse market and shop interventions

THE WORLD AROUND THE SQUARE Social designer Pablo Calderón REDESIGN OF MARKET STALLS developed a movable stage, Four new prototypes of market stalls transforming the Afrikaanderplein were designed and tested to influence into a big open-air cafe. Initiated the future market layout and retail by Bar ‘t Tapperijtje, different bars opportunities. In collaboration with hosted a musical performance market vendors, Jeroen Kooijmans and ranging from Dutch to Caribbean. Hugo Timmermans designed a foldable During the day the audiences THE NEIGHBOURHOOD AS A stall made from polyester, that is highly blended into one mixed group COOPERATIVE DEPARTMENT STORE suited as a kiosk as well. Dré Wapenaar that followed the music. The local An approach to conceptualize the designed a series of stalls that can government normally has a very neighbourhood with all its shops and collectively span the entire market. services as one single ‘department strict policy on bars and cafes. store’ on the scale of a neighbourhood. Surprised by this positive Stakeholders and interested parties initiative of the bar owners, connect as co-producers to create a it authorized the event. larger understanding of public space in the area. Together, they make the Afrikaanderwijk a thriving community. A PLACE TO SIT By rearranging the position of the stalls, seats were created WIJKWARENHUIS.NET on the existing concrete guards Wijkwarenhuis.net is an online platform that for the first that protect the trees. time represents all shops in the Afrikaanderwijk. The site RIJNHAVEN is designed as a digital warehouse where visitors can find shops by product category or location. Shopkeepers have their own storefront to promote special products and services and there is also a possibility to add a webshop.

COOPERATIVE STORE OF GOODS AND VALUES From 2013/14 the Cooperative Store of Goods and Values was a meeting place for production, presenta- tion, sale, services, and knowledge exchange. The start- ing point was the quality already present in the area. It became the heart and brain of alternative economical, social, and cultural development in the south of Rotterdam. Located in a vacant monumental building, in the centre of the community, it formed a network of cultural producers, production spaces, shops, and active inhabitants. This cooperative organization combined RIGID USE OF SPACE THREATENS SALE OF FISH AND MEAT a market space, a knowledge centre, and a shopping mall. It was a neighbourhood service centre and RESTRICITVE STALLS allowed. A standard corner plot can house a van of maximum information point at once and marked the start of Stalls can only be 5 metres long. Almost a century ago, 6 metres, banning the vast majority of market vans from the the Afrikaanderwijk Cooperative. the municipality awarded a lifelong contract to the family market. Small trucks are simply inefficient. supplying the stalls on the Afrikaandermarkt. Vendors are only allowed to distinguish their stalls from others on BARRED FISH AND MEAT the inside. Covering the stall with another material is not EU regulations will increase the number of products that have Although the effect of the ‘Rotterdam Law’ years, a severely prolonged legal ‘STATE OF permitted. Ambulatory trade thrives with spontaneity, to be sold from vans and trucks. For example, selling fish and on neighbourhoods has not been properly EXCEPTION’. The municipal ambition to be on the but vendors are not allowed activity outside of their stalls. meat on ice will not be permitted from 2015 onward. This researched, an amendment is currently being frontier of enforcement is exemplified in slogans On a sunny day, they cannot place products, mannequins, means they will have to be sold from cooling trucks. However, drafted in parliament. It will extend the current such as ROTTERDAM PERSEVERES and CLEAN, WHOLE or chairs along their stall. a stall is only 5 metres long and a vendor may only occupy maximum application in an area from 8 to 20 AND SAFE. one adjoining stall if it has been left vacant, creating a tem- LIMITS ON TRUCKS RESTRICT PRODUCT RANGE porary vending space of 10 metres. Recently a very limited Some branches, such as the food branches, are under- number of plots of 10 metres have been allocated, however, state of exception represented on the Afrikaandermarkt. Apart from the desig- an efficient cooling truck is about 11.5 metres or longer. As a nated plots for baking products, no food production vans are result the continued sale of fish and meat is under threat.

308 309 What’s the Use? Practicing Art, Knowledge, and Use radicalizing the local Jeanne van Heeswijk Freehouse urban unions

FREEHOUSE IN THE AFRI AFRIKAANDERWIJK COOPERATIVE KAANDER 37 Freehouse renegotiated various urgencies Those who look at neighbourhoods in large cities solely through a finan- members cial lens (with economic indicators) might only see backwardness, poverty, WIJK in the area and created urban unions. crime, and other threats. The Afrikaanderwijk Cooperative, however, sees CO-OP New forms of commonality came into the advantages of a diversity of cultures, inhabitants, and shopkeepers, being through setting up chains of collec- each with their own talents, knowledge, and skills. Based on a long-term tive production. A process of social, eco- Freehouse presence in the area the Afrikaanderwijk Cooperative knows ORGANIZATIONAL DIAGRAM nomical, and cultural activities that moved the power of local communities and small organizations in which open on several scales and made the different learning and work go together. In 2014 Freehouse decided to hand over AFRI ADVISORY informal practices of the everyday emer- the task of collective production to to a custom-made organizational form: KAANDER BOARD BOARD WIJK DAILY gent, while re-rooting them into stronger a cooperative on the scale of a neighbourhood. An umbrella organization CO-OP ORGANISATION networks. It was called Radicalizing the that brings together workspaces with shopkeepers, local makers, social foundations, and the market organization. Local. By creating conditions for collabora- tive production, it allowed individual mak- WORK CERTIFICATION SERVICE YOUTH The cooperative creates opportunities through the provision of skill-based COOP COOP COOP COOP ers to pool resources and legitimize their labour, training, services, and products to enhance the self-organizing abil- (education, training etc.) (energy, neighbourhood services etc.) informal businesses. The work on knitting ity while trying not to waste talent and human capital. It stimulates sus- stronger networks into urban unions and tainable local production, cultural development, knowledge exchange, and entrepreneurship, combined with shared responsibility and participation. its cultural capabilities necessitated a new MEMBERS MEMBERS MEMBERS organizational (and economical) form on The result is a self-organized and self-run body that continues to create lo- (inhabitants) (shops, organisations, foundations etc.) (youngsters) cal, self-produced economic opportunities, leverage political power to shift the scale of a neighborhood rather than policy, and negotiate economic advantages. It also develops local skills and that of interest groups. self-certifications, strengthens resilient intercultural networks, and tries to create a radical form for self-governance FINANCIAL FLOW of an area and reinvest profits directly into DRAWING FINANCIAL the local community. FLOWS INWARD The extraction of financial capital for AFRI social, intellectual, affective values. KAANDER Top: normal situation, outward spiral. WIJK CO-OP Bottom: desired state, inward spiral. Aetzel Griffioen | demeent.org

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culture, craftmanship, action, enterpreneurial, profit, conflict, work, collective, demonstration, information

DEVELOPED SPACE, SERVICES, AND COLLABORATIONS

The Afrikaanderwijk Cooperative applies a self-organized order to save operating costs. Simultaneously the SAMEN & ANDERS - COLLABORATION teers prepare meals in people’s homes. Healthy food, talent approach in order to make use of all the currently untapped cooperative also examines how to supply individual In the upcoming years Laurens living and care centre Simeon development, and combating loneliness go hand in hand. As talents and resources that are present in the neighbourhood. households so more people take advantage of collective and Anna transforms from a building solely for the elderly, to project partner the cooperative provides management assis- Since the start in 2014 it set up several services and activities buying power. a place where different groups live together on a reciprocal tance and Het Gemaal as location for communal dinners. to generate work, space, and stipulate cost-effective deals basis. Called Samen & Anders, it will also house small-scale for its members. The various activities can be categorized in SCHOON - SERVICE shopkeepers that serve both inhouse residents, neighbours, A NEIGHBOURHOOD COMMON - SPACE space, services, and collaborations. Cleaning service SCHOON ensures that cleaning work that and passersby. The cooperative develops the details and tests Het Gemaal (an old pumping station transformed into a restau- normally is outsourced to companies elsewhere is ‘insourced’ partnerships for this new care concept. rant) is now turned into a public space for the neighborhood.- ENERGY COLLECTIVE - SERVICE and carried out by members of the WORKERS CO-OP. The A place for meetings, where presentations and production In cooperation with Essent the Afrikaanderwijk Cooperative Afrikaanderwijk Cooperative facilitates new jobs and guides HOME COOKS FEIJENOORD - COLLABORATION come together. With committed users, as the Neighborhood launched an energy collective that realizes substantial starters entering the job market. Currently SCHOON is Co-op member the Neighbourhood Kitchen and DOCK Kitchen and several partners that pay rent, it is ensured that savings for businesses in the neighbourhood. At present the commissioned by Vestia Feijenoord to clean housing block Feijenoord set up a meal service for elderly, sick, and disabled this significant building is free as a central location for local first businesses have signed a collective energy contract in vestibules in the neighbourhood. people. In Home Cooks Feijenoord professionals and volun- programming activities and knowledge sharing.

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