For the redevelopment plan of Food Center Amsterdam AM/BAM formed a consortium in which Mattmo joined. The question: How do we brand this new area? Our contribution to the plan was the brand positioning and identity for the area, and a presentation of the new concept for the client: the City of Amsterdam.

:: DNA: food
Based on the long history of Amsterdam’s food wholesale market and the unique role for the city, we developed the Marktkwartier (Market Quarter), THE food district of Amsterdam. The place where next to the wholesale function a lively new section of Amsterdam arises where everything is about food. A delightful place to live, work and stay, with the monumental Market Hall at its centre.
For the presentation to the Amsterdam municipality we created a special magazine to bring the new combination of functions and the enormous potential of the new Marktkwartier to life. The extensive plan was offered to the client in wooden Marktkwartier crates.

:: High experiential value
The concept of the Marktkwartier was logical and sustainable step in the evolution of the Food Center area. The branding activities created a high experiential value of the plan.