Lopezlab Amsterdam.
enesglnl
enesglnl

Editorial

Amsterdam creativity capital

The sections where a.s.r’s last 10 years of events unfold are interspersed with thematic inserts depicting subjects such as their art collection, support of sports, and the various milestones they have achieved through their real-estate investments.

Small in size but a giant in aspirations, Amsterdam deserves the Creative Capital title through its numerous creative developments and innovations. The book takes the viewer through the creatively rich aspects of the city: from its philosophers and artists to its football players and engineers. Displaying a whole spectrum of contributors and influencers, while also giving deep insights into how creativity and economics have been intertwined with the creation of this city. Amplifying the scope of creativity and the role it plays through all layers of society, knowledge, design, and development. The product also aimed to distance the city from its image as a tourist destination, focussing on the creative richness anchored in the past, with a continued projection into the future with countless new inventions and new approaches to life.

Book edge with black lettering beside a pattern of blue diamond illustrations on white
Book page with the word JOY formed by interlaced nude human bodies on white
Book spread with a photo of a footballer in orange dribbling past an opponent in a stadium, score 4-0
Book spread with a historic Dutch document titled Bericht beside columns of red text
Book spread with a red-and-white tulip painting beside a foil-wrapped chocolate figure
Two book spreads with paintings of sailing ships, red blood cells, a demonstration poster and dense text

This publication is an effective tool focusing on the goals that the city branding of Amsterdam defined for itself. It actively helps engage governing parties, national and international entrepreneurs, and investors to set up shop in this progressive environment.

Four street photos of people on Amsterdam squares holding sheets printed with blue diamond patterns
Four photos of passers-by on a sunlit Amsterdam square holding sheets with blue diamond patterns
Photos of people holding diamond-pattern sheets above a hand-drawn tic-tac-toe game with red X marks

Credits

client: Amsterdam City Council / original idea: Marcel Wanders / concept & design: Lopezlab Amsterdam, Mariola Lopez Mariño / production: Willemijn van Herwijnen / copywriter: Anneloes van Gaalen / printing: Flevodruk Amsterdam