Overhoeks

On the north bank of het IJ, the water that separates the north and south of Amsterdam, Shell Research is turning over 20 hectares of industrial land for redevelopment. The site is located in close proximity to the historic centre of Amsterdam and the new urban developments on the south bank. Overhoeks will kick off the complete redefinition of the north of the city, and will help to change the character of the entire city.

We helped create a Brand Partnership for the area consisting of the Amsterdam municipality, the North Amsterdam district, ING Real Estate, Shell Research, Ymere housing corporation, the National Film Museum and Vesteda real estate investment fund. Starting in 2004, this Partnership devised a vision and brand strategy for Overhoeks that is currently in its first stages of implementation. The brand strategy has so far influenced the area’s urban plan, its architecture, the design of its public spaces, its programme of art and its initial leisure offer. In future, the brand will have a profound influence on the (additional) types of bars, restaurants, hotels, businesses and cultural institutions will be attracted to the area.

Placebrands has been retained by the Partnership to help evaluate its performance on a regular basis.

Read an article about Overhoeks from ING Real Estate's Statement Magazine Spring 2007 edition.