Fresh Dutch Views Magazine - issue 3 - winter '08/'09

i s sue 3 | wi n ter ’08/’09

A MAGAZINE WITH A FRESH VIEW ON HOLLAND

Sellaband Be your own record company Mothership Building bridges in art Dutchtub Boundless bathing

FIETSFABRIEK

A bicycle for everyone

Aty - Fietsfabriek

Inspiring Cities And more...

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AMSTERDAM DEN HAAG ROTTERDAM UTRECHT

A cultural extravaganza showcasing more art & culture per square mile than any other country on earth.

w w w. h o l l a n d a r t c i t i e s . c o m

Issue 3, winter 2008 / 2009 Fresh Dutch Views is a publication of: Netherlands Board of Tourism & Conventions P.O. Box 458 2260 MG Leidschendam The Netherlands Tel.: +31 (0)70 370 5705 Fax: +31 (0)70 320 1654 Email: info@holland.com www.holland.com/meetings Project Coordination NBTC Noortje Teurlings Production, Art Direction & Design Tot en met ontwerpen www.totenmetontwerpen.nl Editors Mart Kuperij & Martijn Boot Contributors Amsterdam Tourism & Convention Board Groningen Convention Board Maastricht Convention Bureau Noordwijk Region Convention Board Rotterdam Marketing The Hague Convention Bureau Utrecht Convention Bureau Photography Anna van Kooij Arno Coenen Bas Czerwinsk BeeldenBoulevard Cor Vos Dutchtub Ebo Heeres Eddy Kaijser Fietsfabriek Jaap Rozema Jan van der Ploeg Jikke van Tongeren Katja Gruijters Kim Zwarts Marc Vreuls Mothership NBTC and partners North Sea Jazz Oscar Langerak Peter Stigter Ralph Richter Rick Messemaker Roger Wouters Ronald Knapp Rotterdam Racing SellaBand Sjors Koopmans Tot en met ontwerpen Print Thieme GrafiMedia Groep www.thiemegroep.nl Copyright © 2008 NBTC. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of NBTC.

CONTENT EDITORIAL

004

HO ARE WE, W WHAT CAN WE DO FOR YOU?

005

ROTTERDAM

006

NEWS

008

MAASTRICHT

010

FIETSFABRIEK

012

AMSTERDAM

016

MOTHERSHIP

018

the hague

022

DUTCHTUB

024

NOORDWIJK

028

FOOD DESIGN

030

UTRECHT

032

SELLABAND

034

GRONINGEN

038

T O DO Fresh Dutch Events

040

10 REASONS

042

Dynamic cosmopolitan city

Fresh Dutch Shorts

Business without boundaries

A bicycle for everyone

Amsterdam Art City 2009

Building bridges in art

City of many faces

Boundless bathing

Holland’s finest beach

Food is emotion

Experience the heart of Holland

Be your own record company

Get a taste of the north

to choose Holland as the destination for your next event

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COLOFON

004

REFRESHING, INSPIRING Fresh Dutch Views

Here it is: the widely anticipated third edition of Fresh Dutch Views magazine. As always, it is overflowing with articles about innovative, original Dutch people whose inspiring ideas have been the talk of the town.

Dutchtub, a design by artist Floris Schoonderbeek, is now sold throughout Europe and in Australia and the United States. The design also won the Green Gadget Award in the UK.

The bicycle on the front page may start you out on the wrong foot; the entire world knows that each and every Dutchman owns a bicycle. Not much originality here, you might think - but you would be wrong. The Fietsfabriek, an initiative by Yalcin Cihangir and Dave Deutsch, offers a completely new perspective on this popular mode of transport. Its personal approach and excellent craftsmanship have helped Fietsfabriek make the bicycle a fashionable commodity again. By now, over 15,000 bicycles have been sold all over the world, including Japan and the United States.

In conclusion, the Dutch are developing increasing excellence in culinary spheres. The trend is confirmed by Katja Gruijters, who works in Food Design, a field where art and food converge marvellously. And what exactly is Food Design anyway? Read all about it from page 30 onwards and enjoy the innovative concepts.

Read about other Dutch products that are going global - like the article on Dutchtub, an up-and-coming young company that offers a practical and original design, introducing the outdoor bathing culture to the world.

Like its predecessors, this edition of Fresh Dutch Views offers you a magazine filled with inspiration. And it goes without saying that every page is enhanced by our lively and refreshing perspective on the Dutch cities, which present exquisite opportunities for original business destinations.

Enjoy reading Fresh Dutch Views - we look forward to welcoming you to Holland!

Jos Vranken Managing Director of the Netherlands Board of Tourism & Conventions

• Netherlands Board of Tourism & Conventions (NBTC) is the leading marketing organisation for the promotion of leisure and business travel to and within Holland.

• Founded in 1968, NBTC has many years of experience and extensive knowledge of the Dutch conference & convention industry.

• We are a professional and international team of conference & convention specialists, based in 9 countries worldwide.

• The NBTC can give you impartial and independent advice, free of charge.

• We can help you find the locations and service providers best able to meet your needs and preferences and put you in touch with these organisations.

• w ww.holland.com/meetings offers extensive information on Holland as a destination for your next meeting.

You can send a Request for Proposal directly to the Dutch suppliers.

• We can give you tips on how to conduct business with the Dutch, as well as useful information on the national culture, infrastructure and economy.

• We provide information on the Dutch convention industry’s Pre-finance & Guarantee fund and explain in detail about VAT refunds in the Netherlands.

• We will be pleased to answer your questions on any subject – about small or large meetings and conventions, guest speakers and multimedia facilities.

• We organise a range of activities abroad so you can get to know us and form an initial impression of the Netherlands.

• We are represented at major international trade fairs.

Contact your local NBTC office and see what we can do for your next event Let’s meet in Holland!

THE NETHERLANDS Nederlands Bureau voor Toerisme & Congressen P.O. Box 458 2260 MG Leidschendam Tel.: (+31) (0) 70 370 5705 Fax: (+31) (0) 70 370 5368 Contact: Eric Bakermans ebakermans@holland.com

GERMANY Niederländisches Büro für Tourismus & Convention P.O. Box 270580 50511 Cologne Tel.: (+49) (0) 221 9257 1724 Fax: (+49) (0) 221 9257 1739 Contact: Karin Predeek kpredeek@holland.com

SPAIN Oficina de Turismo y Congresos de Holanda Plaza Callao 1, 3º 1 28013 Madrid Tel.: (+34) (0) 91 3605042 Fax: (+34) (0) 91 5325074 Contact: Raymond den Haan rdenhaan@holland.com

BELGIUM Nederlands Bureau voor Toerisme & Congressen/Office Néerlandais du Tourisme et des Congres Louizalaan 89, Avenue Louise 1050 Brussels Tel.: (+32) (0) 2 543 0815 Fax: (+32) (0) 2 534 2194 Contact: Gudrun Ghesquière gghesquiere@holland.com

ITALY Ente Nazionale Olandese per Turismo e Congressi Via Cappuccini 14 20122 Milano Tel.: (+39) (0) 2 7602 2115 Fax: (+39) (0) 2 7602 0296 Contact: Anette Bruno abruno@holland.com

UNITED KINGDOM Netherlands Board of Tourism and Conventions P.O. Box 30783 WC2B 6DH London Tel.: (+44) (0) 207 539 7959 Fax: (+44) (0) 207 539 7953 Contact: Danielle Tap dtap@holland.com

SCANDINAVIA & FINLAND Holländska Kongress & Turistbyrån Box 15021 SE-104 65 Stockholm Sweden Tel.: (+46) (0) 8556 00 750 Fax: (+46) (0) 8714 84 34 Contact: Harma Alma E-mail: halma@holland.com

UNITED STATES OF AMERICA Netherlands Board of Tourism and Conventions 355 Lexington Avenue 19th floor New York, NY 10017 Tel.: (+1) 917 720 1282 Fax: (+1) 212 370 9507 Contact: Thirza Tielbaard ttielbaard@holland.com

FRANCE Office Néerlandais du Tourisme et des Congrès 26 rue du Quatre Septembre 75002 Paris Tél.: (+33) (0) 1 4312 3422 Fax: (+33) (0) 1 4312 3421 Contact: Marin Stoffer mstoffer@holland.com

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WHO ARE WE? WHAT CAN WE DO FOR YOU?

006

THE CITY OF

ROTTERDAM

ON Rotterdam

Dynamic cosmopolitan city

TIPS

European Youth Capital 2009 The local council of Rotterdam has designated Rotterdam as the continent’s first European Youth Capital. Rotterdam is keen to invest in its young people, who represent this city’s biggest asset. Rotterdam European Youth Capital is aimed at young people (aged 12 to 27) who want to make the most of their personal and professional lives and are eager to contribute to society. ‘Your World’ is the brand name of Rotterdam European Youth Capital.

From the beginning of 2009, young people will be at the centre of attention. They will have the opportunity to really make things better in their own city and, of course, take part in a whole host of fun and interesting events and activities organised for, by and with young people. Apprenticeships, start-up companies, sports clinics, housing especially for young people, festivals and talent shows, all of that and more will become reality in 2009.

WATT Rotterdam boasts lots of cultural activities and interesting venues, some of which

are truly unique. One such global asset is WATT, the world’s first sustainable dance club. The venue features the world’s first dance floor that generates electricity, as well as an inner garden, a solar and windpowered relax roof, a minimal-waste bar and toilets that flush using rainwater. Setting music trends in the Netherlands, WATT offers fertile ground for new pop bands as well as established names, encompassing a wide range of music styles. Featuring a club, café and theatre, WATT takes a multidisciplinary approach, making it a premier platform for anything and everything qualifying as cultural/social: film, fashion, literature, art, exhibitions and music. It offers a great meeting place for companies aiming to contribute to a sustainable society. WATT’s function rooms are especially suitable for facilitating business meetings, product presentations and staff parties, accommodating up to 2,000 people.

Stroom

Beach on the Maas

Suite hotel Pincoffs

Every year an artificial beach is created in the heart of Rotterdam. Strand aan de Maas, situated on the banks of the Maas River, stages a perfect venue for meetings of all sizes. With a restaurant, bar and all sorts of summer-style activities, including beach volleyball and salsa workshops, this beach offers a great way to mix business and pleasure in a unique urban setting.

Rotterdam has it all Rotterdam accommodates both tourists and business travellers. The city offers many hotels, excellent facilities and an abundance of bars, clubs and cultural activities. The combination of historical features, modern architecture and creative dynamics guarantee a great visit. No matter what you are looking for, Rotterdam has it all.

Looking for inspiration? Need an outlet or simply looking to refresh and recharge? Stroom offers all of that and more. Situated in a former power plant, which inspired the name (Stroom translates as electrical current), this bar/restaurant/hotel/ conference centre combines robust architecture with current design. Stroom has been chosen as part of Hidden Holland 2008, a theme year and initiative of the Netherlands Board of Tourism & Conventions, featuring unique and unusual locations. Stroom is the perfect venue for any meeting imaginable. www.stroomrotterdam.nl

ON Rotterdam

R

otterdam is a dynamic cosmopolitan city with a contemporary feel and international allure. Situated on the banks of the river Maas near the west coast of the Netherlands, Rotterdam has gained international recognition for being one of the world’s biggest ports. Today, in the face of growing competition, Rotterdam remains the gateway to Europe. However, the city is increasingly regarded as the country’s leading creative city as well. By creating room for new initiatives and young people looking for ways to express themselves, Rotterdam has become a city with a creative industry that is second to none.

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FRESH DUTCH

Suite hotel Pincoffs (Hotel on the Maas) resides in a national monument built in 1879 in the area known as Kop van Zuid, on the trendy Rotterdam left bank. The former customs office is full of atmosphere and authentic details. Suite hotel Pincoffs offers charm, space and comfort in their 17 suites or their luxury rooms, as well as a hotel bar and period rooms for meetings. The view of the river, the bridges and the skyline is heartwarming. www.hotelpincoffs.nl

Facts & Figures Total amount of rooms in ★★★hotels 820 Total amount of rooms in ★★★★hotels 3,150 Total amount of rooms in ★★★★★hotels 231 Rotterdam - Rotterdam Airport 10 km Rotterdam - Amsterdam Airport Schiphol 60 km

(47 min. by train) Distance Rotterdam - Brussels Airport 148 km Biggest venue Ahoy Capacity largest auditorium 10,500 pax www.rotterdam.info

008

Burton Car Company

Awards for SENZ Umbrellas SENZ Umbrellas, featured in the first issue of Fresh Dutch Views and known for their innovative storm-proof umbrellas, have won several international awards this year. They were awarded the Good Design Award 2008 (the most prestigious design award of Japan), the Deshima Award for the most successful Dutch product introduction in Japan and the Design Management Europe award. The jury praised SENZ for their ‘excellent implementation of design in their strategy and operations and translating this to a commercial success story’. Earlier this year, SENZ’s new XL storm umbrella already won the most coveted design award in the USA, the International Design Excellence Awards, just two months after its introduction last May. Besides SENZ, Apple’s iPhone was also one of the big winners out of a group of 1,517 competing products. The jury was impressed by the largest SENZ umbrella, stating that ‘besides being gorgeous, this product is brilliantly conceived, surprising and satisfying in function.’

For more information about SENZ go to www.senzumbrellas.com.

Burton Car Company is a Dutch sports car manufacturer unlike any other.

Brothers Iwan and Dimitri Göbel based their Burton car on the chassis for the Citroën 2CV. Fuel consumption and costs of parts, tax and maintenance are low. Due to the low weight, aerodynamic shape and good handling of the car, it offers the excellent performance you can expect from a sports car, even with the standard 2CV engine. The possibilities of giving the car its own look are limitless: the car can have any RAL colour available and its interior and body can be adapted to any taste and budget. An innovative sports car starting at just 3,995 euros!

Check www.burtoncar.com.

CHOCA FESTIVAL ‘As long as it is chocolate, it’s good.’

With this as its motto, Amsterdam was immersed in chocolate from 1 to 16 November 2008. CHOCA is the annual Amsterdam chocolate festival, showing the many faces of chocolate. In this yearly event, the catering indus-

try, galleries, bakeries and clubs get the chance to present their chocolate confections in works of art. The festival wants to draw attention to the quality and origin of cocoa and chocolate, and what better place to do so than the world’s biggest cocoa harbour: Amsterdam? Over 60 participating restaurants offered special menus during the festival, and at several places surprising CHOCA experiences took place, such as the exhibition Morgue Chocolates by artist Stephen Shanabrook, showing the deceased human body in chocolate; other exhibits included a giant chocolate horse in De Bijenkorf and a free chocolate lunch organised

by Tony’s Chocolonely and CHOCA. Hilton Hotel Amsterdam organised a ‘Gran Gala del Cioccolato’ and offered its guests the opportunity to stay in a unique chocolate suite. Holland’s most

creative chocolatier Kees Raat, who was featured in the first issue of Fresh Dutch Views, was involved in the festival, inspiring chefs with a master class in chocolate. CHOCA will be back next year in November.

Check www.choca.nu for the full story.

Fresh Dutch Shorts

Intelligent walking stick

The House of Viktor & Rolf

I-Cane is a an innovative new walking stick aimed at providing visually impaired people with an intelligent white cane that will improve daily life’s quality enormously. The I-Cane provides a significant increase in mobility and helps the visually impaired feel more secure, enabling them to be more independent and therefore open up much more. The I-Cane, short for Intelligent Cane, is based on a modular and integrated construction of functions. It can provide obstacle detection, navigation and integrated communications, as well as providing information through the handle. Besides all these features, it has a central intelligence system watching over the security of its user. Dutchman Huub Grooten, initiator of the I-Cane Foundation: ‘The I-Cane is a socially driven project. We want visually impaired people to have the same opportunities as non-disabled peo-

Over the past fifteen years, Dutch design duo Viktor & Rolf have taken the fashion world by storm with their particular blend of cool irony and surreal beauty. The House of Viktor & Rolf, on display at the Central Museum in Utrecht, presents each of the designer’s signature pieces from 1992 to now, shown in a specially commissioned and characteristically theatrical installation. Highlights include pieces from Atomic

ULTRA FAST CHARGERS Dutch company Epyon develops battery chargers that make it possible to recharge lithium-ion battery packs for electric vehicles within minutes.

Epyon Ultra Fast Chargers can be used for electric scooters, fork-lifts, cars and busses for both material handling and passenger transport.

The use of electric vehicles is not only better for the environment but the cost savings per kilometre can go as high as 75% compared to petrol/diesel fuel. Increased awareness of our environment combined with

ple. It is our social responsibility to provide the visually impaired with mobility-improving technologies; mobility should not only be available to those who are so lucky as to have full sensory faculties.

Learn more about the I-Cane at www.i-cane.org.

the disadvantages of fossil fuels, including CO2 pollution, oil dependence and non-renewable sources have created the need for alternatives - like electric vehicles. One of the thresholds inhibiting this positive development is the relatively long charge times for batteries, normally between 4 and 10 hours.

With the innovative Epyon Ultra Fast Chargers, these charge times can be reduced to 15-30 minutes, enabling a new era of transportation.

Find out more on www.epyon.nl.

Bomb (1998-99), featuring dramatic mushroom cloud-like cushioned necklines, and Russian Doll (1999– 2000), in which a single model was meticulously dressed by Viktor & Rolf until she was gasping under 70 kilos of exquisite haute couture.

The House of Viktor & Rolf will be at display in the Central Museum in Utrecht until 8 February 2009.

For more information about The House of Viktor & Rolf visit www.viktor-rolf.com.

009

NEWS

010

THE CITY OF

MAASTRICHT Business without boundaries

ON Maastricht

M

aastricht is the capital of the Dutch province of Limburg.

Situated in the south-eastern corner of the Netherlands, practically bordering Belgium and Germany, it is a central point in Western Europe. The city is easily accessible: Maastricht-Aachen Airport offers access, and the city is also situated close to the international airports of Brussels and Düsseldorf.

The Maastricht-Brussels Express connects the city to the European highspeed rail network. Whether you are coming from London, Paris or Brussels Airport, this express train will bring you from Brussels to Maastricht in 75 minutes. Sprawling along both banks of the Maas River, Maastricht is the oldest city in the Netherlands. The city has a rich history, which is still clearly reflected in the old city centre with its many Romanesque buildings and squares. A wide range of luxury shops, internationally acclaimed restaurants and hotels, and an extensive industry in all sorts of traditional crafts give the city a sense of charm and tradition.

cedure, involving over 150 internationally respected experts, gives buyers the greatest possible reassurance that they are buying top-quality art and antiques.

TEFAF Maastricht was the first to introduce this rigorous procedure.

From 13-22 March 2009, anyone who’s anyone in the world of art will be in Maastricht. With planes, private jets and helicopters flying in from all over the world, the city will be buzzing with activity. A range of cultural events and special activities take place in Maastricht during TEFAF. From concerts to lectures and exhibitions, within the fair as well as in and around Maastricht, it is the ideal way to be entertained and informed about the wider issues in the world of fine art.

Maastricht is famous for its excellent gastronomy. TEFAF’s à la carte restaurant offers visitors superb recipes by two renowned chefs of Relais & Châteaux.

The greater Maastricht area boasts many restaurants, five of which carry Michelin stars. The city has the highest density of cafés in the Netherlands, so you are sure to find something to your liking.

The European Fine Art Fair For centuries, Maastricht has been known for its international allure. No moment captures its quality more eminently than during the European Fine Art Fair (TEFAF), held annually in Maastricht. TEFAF is the world’s leading art and antique fair, displaying a selection of genuine masterpieces from over 220 of the most prestigious international dealers. From its modest beginning as The Pictura Fine Art Fair in 1975, TEFAF Maastricht evolved into the present high class art fair, setting the standard for quality, display of the items for sale and vetting. The stringent vetting pro-

Exuberant vibe During TEFAF, the city of Maastricht is immersed in art. The fair penetrates the very fabric of the compact city centre, with its many cafés, hotels and restaurants within easy walking distance.

Throughout the ten days of the fair, the city radiates an exuberant vibe, making it an ideal setting for your business trip.

The greater Maastricht area features beautiful countryside, offering many luxurious castles equipped with modern facilities for your convenience. A visit to Maastricht will surely make any business trip a success.

TIPS

011

FRESH DUTCH

Bonnefantenmuseum In an eye-catching building on the borders of the river Maas, designed by Italian architect Aldo Rossi, you will find a collection of both old masters and contemporary art. The highlights of the collection are the paintings portraying the 16th and 17th century in the southern Netherlands. The museum’s exhibitions include masterpieces by Rubens, Van Dyck, Jordaens and many more. www.bonnefanten.nl

Maastricht and surrounding area boast five restaurants that have earned Michelin stars for their exquisite cuisine.

For those looking for a culinary high point in their trip, these restaurants are well worth visiting.

Beluga (2 Michelin stars) www.rest-beluga.com Château Neercanne (1 Michelin star) www.chateauhotels.nl Au Coin Des Bons Enfants (1 Michelin star) www.aucoindesbonsenfants.nl Toine Hermsen (1 Michelin star) www.toinehermsen.com Tout à Fait (1 Michelin star) www.toutafait.nl/en

Facts & Figures Total amount of rooms in ★★★hotels 591 Total amount of rooms in ★★★★hotels 2,476 Total amount of rooms in ★★★★★hotels 313 Maastricht - Amsterdam Airport Schiphol 195 km

(171 min. by train) Maastricht - Maastricht - Aachen Airport 9 km Maastricht - Brussels Airport (BE) 100 km Maastricht - Düsseldorf Airport (GE) 100 km Largest venue MECC Maastricht Capacity largest auditorium 1,650 pax www.maastrichtconventionbureau.com www.tefaf.com

ON Maastricht

Restaurants

012 Fietsfabriek

‘We made the bicycle into a fashion article again’ Dave Deutsch

013 Fietsfabriek

A bicycle for everyone

Fietsfabriek is a family business situated in the centre of Amsterdam. Founders Yalcin Cihangir (39) and Dave Deutsch (42) took a good look at one of Holland’s most striking modes of transport - the bicycle - and decided there was room for improvement. Six years on, the company is flourishing and has sold over 15,000 bikes worldwide. With fourteen shops in Holland and retail points in Belgium, Germany, Denmark and even Japan and the United States, Fietsfabriek truly is a success story. A story of two people with a vision who are not afraid to challenge their own ideas and listen to their customers.

F

ietsfabriek manufactures bicycles and accessories. All bikes have a characteristic design and are multifunctional, from (city) transport bikes, family bikes and carrier bikes to all-round bikes. Fietsfabriek managed to single-handedly reintroduce and popularise the carrier bike in the Netherlands. Cihangir: ‘It was one of our first models, a classical carrier bike. I clearly remember the first order that we delivered. We invited all our friends to offload the truck and to help assemble the bikes until it was dark. We started with four models; we built our range from there.’

Getting started Twelve years ago, Kurdish newcomer Yalcin Cihangir arrived in Holland as a truck driver. With a background as a metalworker

and welder, he worked at many different companies trying to make a living until someone asked him if he could fix his bike.

Cihangir’s technical skills proved valuable; soon he was repairing bikes for a living. After meeting bike shop owner Dave Deutsch, the two decided to team up and start their own business.

Cihangir: ‘Language is my problem; I can’t read or write. Dave can’t really repair bikes or weld, but he has extensive experience in the bicycle industry, so together we make a perfect team. There was a demand for technically skilled people in the bicycle industry in Holland. People wanted to add things to their bike: a chain holder, an extra seat to carry around their babies or small children. We realised that in Holland, where everybody has a bicycle, there was a need for innovations.’

014 Fietsfabriek

Vision Deutsch: ‘The bicycle world is very conservative. The last innovation was the mountain bike in the 1980s. In the 1960s, mopeds and scooters came on the market and most bicycle shops switched to those vehicles because that was where the money could be made. The bicycle industry more or less came to a halt; at the same time, production moved to China. The only thing they did in Holland was put stickers on the bikes. We wanted to do things differently. In the beginning, we didn’t really spend much time on the design side of things. We just wanted to make the best bikes, the best quality and practical. When we had all that covered, we started working on making them look nicer and really pushing the design side of things. I think we made the bike into a fashion article again. When you go out to buy a sandwich, you can pick the flavour of your choice. Why not with bicycles? In a time where people spend 300 euros on sneakers and 200 euros on jeans with holes in them, we give them a fashionable bike for 1000 euros that has their own name die-cut in the frame, in the colour they prefer.’

Collaboration From the Ff-logo down to the very last detail of their bikes, the design of the Fietsfabriek is all done by the owners themselves.

Cihangir, who is the brain behind all the designs, stresses that most of the designs are the result of listening to their customers. Cihangir: ‘What do our customers want? What are the problems we encountered with previous models? What is lacking in standard bikes? This is how the products from the Fietsfabriek come about. We have our production process set up in

such a way that innovations can be applied to the production right away. Our advantage is that we do everything ourselves.

We don’t just produce it, we also assemble it, we repair it... that way we have a big base to work from. When we find out that something doesn’t quite work in practice the way we envisioned it, we call the factory and change it.’ Ties between the company and the factory are close. And no wonder: the Fietsfabriek set up production around Cihangir’s home town, where his cousins and uncles operate the bicycle factory. Cihangir sees the bicycles as a Dutch product, made in Turkey. ‘Our bicycles are produced in Turkey and assembled in the Netherlands for extra quality control and to share something with Holland as well. It is a cooperative effort, and we get a lot of support from the Dutch and Turkish governments.’

Royal interest Deutsch and Cihangir seem to be their own PR machine.

Deutsch: ‘We don’t pay anything for advertising; we never have. Our product does its own advertising. We have an exclusive and beautiful product that seems to attract attention all by itself. It’s perfect!’ Besides the owners’ enthusiasm and passion Fietsfabriek benefited from the attention generated for their product by many famous Dutch celebrities using their bicycles. The Dutch heir apparent and his wife, for example, were spotted riding Fietsfabriek bicycles with their children.

Cihangir: ‘I remember the first bike we sold to a celebrity in Amsterdam. My brother and his wife were saying I should give that person a discount. I said: Why? I need to pay my rent! She needs that bike, I need her money; we just trade! Of

015 Making a difference The people at Fietsfabriek are not interested in leaning back and marvelling at their achievements. The energy from Cihangir and Deutsch not only translates into their business but seems to be a driving force in their efforts to change the world. Deutsch: ‘What we notice now is that people are starting to look for different ways of transportation. Holland obviously is a big bicycle country; people do everything by bike.

Other countries don’t have that tradition, but we think this is something that may yet come about. I think it is something Holland can share with the rest of the world. Cycling is in. CO 2 levels need to go down; unless that happens, cities are not even allowed to expand anymore. Cycling is healthy, for the environment and yourself! I think as Holland, we can do more than just export our bikes; we can export the bike mentality.

London, Paris, New York are all working on what is known as White Bike Plans (free collectively owned bicycles, ed.), which we had in Holland in the 1960s. That is very inspiring to me: a piece of Holland everywhere.’

Sharing In Cihangir’s home town, the pack donkeys are now enjoying early retirement, as the village is filled with Fietsfabriek carrier bikes. Cihangir: ‘We want to make the world a bit better. We could just put all our money in the bank, but we can also invest it in the future of our children. That is our philosophy. We could

set up a massive factory of 1,000 people, but instead I’d rather set up several smaller factories at different locations so we can help more people. In my hometown I have helped 50 people who can now help themselves; they don’t need me anymore.

That’s something I am happy about.’

‘If you have an idea, don’t sit on it, make it!’

Yalcin Cihangir

Future plans The enthusiasm and hands-on mentality of the Fietsfabriek is eminent. The future holds many promises for the company and the local community, both in Holland and in Turkey. Cihangir: ‘There are so many things we want to do. We are planning to construct a big building in the shape of a carrier bike in the east of Amsterdam, which will house our offices, a technical school, a restaurant, a club and a museum. All to make the area livelier, more interesting. The local council is very enthusiastic, so we will see what happens. We are also working on our own children’s bicycle seat, which will go into production soon. Besides that, I have big plans for my hometown in Turkey; I want to set an example there and show the world what you can do if you just go for it. If you have an idea, don’t sit on it; make it!’ www.fietsfabriek.nl

Fietsfabriek

course, famous people help promote our bikes so that’s great, but we treat all our customers the same.’

016

THE CITY OF

AMSTERDAM

ON AMSTERDAM

Amsterdam Art City 2009

A

msterdam has long been considered an influential cultural capital in Europe, featuring such leading institutions as Rijksmuseum, Van Gogh Museum, Koninklijk Concertgebouworkest, De Nederlandse Opera and a wealth of history and modern architecture. With the opening of two major museums and several extraordinary exhibitions, Amsterdam’s international position will be even stronger in 2009.

The theme for 2009 is Amsterdam Art City, in which the Dutch capital pays tribute to its museological marvels.

Inspiration for the 2009 theme year is the opening of the Hermitage Amsterdam - the most significant annex of this renowned museum outside St Petersburg in Russia - and the newly reno-

vated Stedelijk Museum, which houses one of the most esteemed collections of modern art and design in the world.

Amsterdam Art City is part of the national theme of Holland Art Cities, in which ten top museums and four major cities will be collaborating.

main building, premier works of art by world-famous artists have been brought together in a single wing of the Rijksmuseum. The ‘Masterpieces’ exhibit shows the very best paintings, sculptures and applied art of the Netherlands, as well as the history of the Golden Age.

Rijksmuseum

Hermitage Amsterdam

The Rijksmuseum, built by architect P.J.H. Cuypers in 1876, is the largest museum in the Netherlands. The museum houses a world-renowned collection of works by Vermeer, Frans Hals and Rembrandt, including the famous Night Watch. In addition to a rich collection of paintings, the museum also displays Delft Blue porcelain, sculpture, Asian art and prints. During renovations of the

Hermitage Amsterdam, currently situated in the Neerlandia building on Nieuwe Herengracht, has objects on display from a collection of over three million pieces from its ‘mother museum’ in St Petersburg. From spring 2009 onwards, these treasures from Russia will have ample space in Amsterdam when the museum moves to the monumental 17th century Amstelhof build-

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Amsterdam offers a host of world-class accommodations for travellers, including several award-winning hotels.

A poll held amongst readers of the Sunday Times Travel Magazine rated Hotel Pulitzer in Amsterdam the second-best hotel in Europe.

According to the magazine’s readers, Hotel Pulitzer breathes a true Amsterdam vibe. The hotel is located right in the city centre and consists of 25 seventeenth and eighteenth century canal houses. The hotel’s cocktail bar and boat situated in front of the hotel made it even more special in the readers’ opinion. The 230-room hotel has its own art gallery and a quiet inner garden. www.luxurycollection.com/pulitzer

Grand Hotel Amrâth

ing, which is ten times as large as the current Hermitage Amsterdam.

Van Gogh Museum A visit to the Van Gogh Museum is a unique experience. The museum contains the world’s largest collection of paintings by Vincent van Gogh. It provides the opportunity to track the artist’s development, or compare his paintings to works by other artists from the 19th century in the collection.

The museum also presents an extensive selection of exhibitions on various subjects from 19th century art history.

Stedelijk Museum The Stedelijk Museum has one of the world’s most esteemed collections of

modern art and design. With big names like Appel, Chagall, De Kooning, Malevich, Matisse, Mondriaan, Picasso, Rietveld and Warhol, it ranks among the best in the world, alongside the Museum of Modern Art and Guggenheim Museum in New York, the Tate Modern in London and Centre Pompidou in Paris. The museum will reopen its doors in December 2009 after the historic property has been fully restored. A sizeable extension has been added and the main entrance has been moved to Museum Square. In addition to a loosely chronological presentation of the permanent collection in the old wing of the museum, the new building will showcase provocative exhibitions featuring recent works.

Grand Hotel Amrâth in Amsterdam made the top of Expedia insiders’ select list worldwide.

After it reopened last June in the former Scheepvaarthuis, which was once home to itinerant sailors making port after long sea voyages, the hotel was voted fifteenth on Expedia’s list of the world’s best hotels, making second place in Europe and topping the list in Amsterdam. www.amrathamsterdam.com

Facts & Figures Total amount of rooms in ★★★hotels 5,770 Total amount of rooms in ★★★★hotels 3,854 Total amount of rooms in ★★★★★hotels 4,268 Amsterdam - Amsterdam Airport Schiphol 20 km

(14 min. by train) Biggest venue Amsterdam RAI Capacity largest auditorium 1,750 pax www.amsterdamcongress.nl

ON AMSTERDAM

Hotel Pulitzer

Mothership

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019 Rotterdam-based Mothership is a company which produces works of art for clients and artists. By building a bridge between the art world and the business community, Mothership searches for opportunities to realise diverse art projects. Mothership founder and director Jeroen Everaert (43) is a man with a mission. ‘Art has long been viewed as something for the educated upper class. My mission is to show that art is also for Joe Average. If they don’t go to museums or galleries, I will bring it to them!’

E

veraert was working as the managing director of a crane company when he began to feel that he had really missed something by not studying art. To make up for this unfortunate oversight, he entered the art academy, working as a director by day and studying art at night. As soon as he got his diploma, he tendered his resignation at the crane company and started working as an autonomous artist, making installations. After a year of creating his own artworks, Everaert found out that working alone in a studio just wasn’t for him. An exposition in which he participated led to his next job as partner in MAMA, a publicly funded visual arts and culture organisation based in Rotterdam. During his time with MAMA, Everaert lost his faith in the subsidy-driven art world; it was this disillusionment which eventually led to the establishment of Mothership.

‘MAMA was very successful and we managed to pull in loads of funding. Instead of the intended six projects a year, we man-

aged to accomplish 26. At year’s end the balance was made up. The subsidy board was more than happy with what we had done, but to our disbelief, our subsidy was cut off anyway! To me, that was a devastating blow. I feel that hard work should be rewarded. I was disgusted by the whole subsidy system and I realised it was time for me to head in a new direction.’

How does Mothership work?

‘We are basically an art production company. Just like you have movie producers or music producers, we are producers for art; we bring artists and clients together. When clients are interested in doing a project with Mothership or are looking for some form of art, we contact them and take stock of what they are looking for.

We then try to find an artist we feel might be cut out for the job. We propose some work from different artists to the client. When they see something they like, we ask the artist to submit a proposal.’

Mothership

Building bridges in art

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‘Doing cool projects is our main priority; money has never been my objective’ Jeroen Everaert

You act as the middleman?

‘I guess you could put it that way. We take care of the business end of things so the artists get to focus on what they actually do best: creating. On the other hand, Mothership advises clients in business, financial and content-related matters to help them realise their desired art project.’

Don’t you feel that commerce and art are mutually exclusive?

Mothership

‘Not necessarily; commerce is merely trading. You make something and somebody wants to buy it. The thing is, you need to find that one someone who wants to buy it from you. We have an extensive network of both artists and clients, so we mediate.

There is nothing wrong in that. Not being dependent on subsidies or public funding also gives an artist more freedom.’

Still, you get assignments and need to take the clients’ needs into account?

‘Yes, but we always maintain our autonomy. Doing cool projects is our main priority; money has never been my objective. We want to do things we have always wanted to try, just do crazy stuff that goes beyond your wildest imagination. Like a mosaic swimming pool, or installing dozens of bizarre chandeliers in a casino... That is the reason we visit venues like the Millionaire Fair. There you meet people that can provide you with the budgets to get these projects off the ground.’

Mothership wants to make art available to a wider audience. Does that require a different approach?

‘If you want to take things outside, to your audience, it means you are working on a different scale. You need to bring it ‘in your face’. You can’t just take a couple of objects and stick them together with tape, this sort of conceptual art doesn’t work in this case. You have to work with artists who make work that is understandable, comprehensible. The world of conceptual art is fine, there’s an audience for that, but it’s not my world. I want to focus on work that appeals to people, that is accessible, that makes people think. Work that is more functional.’

So you promote art in general by making it more easily accessible?

‘Art is still considered as something for the educated upper class, as something boring to the majority of people. In our projects, we try to get people involved. Next time they might even visit a museum or a gallery. Dutch media tycoon and musical producer Joop van den Ende is a big role model in this regard. What he has done is unprecedented. By staging big popular musicals such as

Les Miserables and The Lion King, he managed to get a large audience into the theatre, people who normally might not have gone there. If you put on a Shakespeare production they won’t come, but if you offer something more accessible you can get people involved. You create an interest among a broader audience, and those same people suddenly realise visiting a theatre can mean something for them as well.’

You seem to really have a functional approach, relatively unconcerned with whether it’s considered art in a traditional sense.

‘One thing we always tell our younger artists who work for us is: please don’t make art. Make what you feel, create what comes to mind. Leave it to the art critics to judge whether it was art or not. I think this is something you can’t really tell for another 100 years and then you’ll be dead anyway.’

What is the most prestigious project you have done so far?

‘That must be the Rotterdam Bombardment Periphery, a project we did in 2007 and 2008 to commemorate the bombings of Rotterdam during WWII. We came up with the plan of putting loads of space cannons aimed at the sky, each producing 7,000 Watts, along the bombardment periphery, a line showing the contours of where Rotterdam was bombarded and set on fire. On 14 May 2007, the project took place for the first time. We had 128 space cannons mapping out the contours on the low-hanging cloud cover. It was an amazing event which drew a lot of attention.’

Does Dutch art have a lot of potential?

‘I have the feeling that Dutch art can become very big, in the same way Dutch architecture and design are doing so well now.

There seems to be a sort of flow in Holland... designers giving their fresh views on what they think design is or can be, and I feel that the next generation of Dutch artists is ready to show art in a different way. The artistic climate is good in Holland. I think that projects like we do are ready to go international. Just a different way of making art: bigger, with a sense of humour, more accessible projects.’

And you fit right in there?

‘I feel like a fish in the sea. As an artist, I was extremely unhappy all alone in my workshop, and as a businessman they always called me the artist! I had long hair, I never wore a suit. Now, in the world of art, people call me the businessman. I am a happy man.’ www.enterthemothership.com

Mothership

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THE CITY OF

THE HAGUE

ON The Hague

City of many faces

T

he Hague is an international metropolis with the stunning natural surroundings and exciting features of a seaside resort. The city offers excellent accessibility: located less than half an hour’s drive from two major international airports, it has several train stations and an outstanding public transport system. Internationally renowned as the City of Peace and Justice, it is the official seat of the International Criminal Court of Justice. The Hague plays a central role in Holland as the seat of the Dutch national government as well as the Dutch royal family.

Sustainability The Hague makes every effort to promote ‘green’ and sustainable business.

Located beside the North Sea with little traditional industry within the city limits, The Hague is blessed with an abundance of natural beauty. In order to maintain this hallmark, both the city council and local businesses make a point of putting today’s sustainability trend into practice.

Green meetings The World Forum, one of The Hague’s leading conference facilities, recently joined the United Nations Global Compact Initiative. In doing so, World Forum pledges its dedication to protecting human rights, labour rights and the environment and to fighting corruption. World Forum director André van Rooijen: ‘We are dedicated to ethical

and sustainable business development. Respect for human rights, safe working conditions and environmentally conscious business operations are top priority for the World Forum and our partners.’ One of the many ways in which the World Forum aims to promote sustainability within the meeting industry is by converting to 100% green energy. With the development of a green checklist, a resource which provides meeting professionals with a way to test the environmental friendliness of an event, World Forum invites their guests to join them in their approach to responsible business.

Organic food Hof Catering is another example of an

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Nederlands Dans Theater The Nederlands Dans Theater, founded in 1959, has found a home in the Lucent Danstheater in The Hague. Its two ensembles represent two generations of dancers: from budding talent starting their career in Nederlands Dans Theater II to full bloom in Nederlands Dans Theater I. The ensembles have gained a worldwide reputation for being at the forefront of modern dance. www.nederlandsdanstheater.nl

organisation operating in the conference and event market making an active effort to go green. Hof Catering cares about its customers enough to accept a much broader responsibility.

In line with its commitment to corporate social responsibility, as of last year Hof Catering uses exclusively organic products. Whether it’s beer, vegetables, coffee or meat, the chefs at Hof Catering choose products that are free of any genetic modification, artificial substances or pesticide residues. Taking animal welfare into consideration and working with organic, ecologically friendly suppliers not only ensures great taste, but also contributes to sustainable agriculture on a broader scale.

Variety With the entire meeting and event industry of The Hague taking its responsibility to keep the sector on a sustainable heading, the city has consolidated its position as a leading venue for any meeting or conference.

The Hague boasts easy access and a vast range of hotels, conference facilities, restaurants and shops, ensuring a successful event. The historical city centre offers a variety of cultural activities and exhibitions, including world-class contemporary dance, and showcases many forms of modern art. With the international allure of a modern city and the natural beauty of its beaches, The Hague truly is a city of many faces.

Facts & Figures Total amount of rooms in ★★★hotels 1,558 Total amount of rooms in ★★★★hotels 3,556 Total amount of rooms in ★★★★★hotels 441 The Hague - Amsterdam Airport Schiphol 35 km

(22 min. by train) The Hague - Rotterdam Airport 20 km Biggest venue World Forum Capacity largest auditorium 2,160 pax www.thehaguecongress.com

ON The Hague

The Harbour Club The Harbour Club is The Hague’s newest mustsee at the seaside. Situated in the Scheveningen yacht marina, The Harbour Club has an interior that mixes contemporary style with American influences, with a nod and a wink to the old fish market. The club features a diversity of culinary experiences: from sushi bar to high tea, from the seafood catch of the day and prime meat to an extensive breakfast buffet. To add the finishing touch, The Harbour Club has all the facilities to cater for parties, meetings or events. Rooms can be joined to accommodate meetings of up to 800 people in this hot spot on the harbour. www.zamen.nl/locaties/harbour-club.html

Dutchtub

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025 Dutchtub

Boundless bathing

Dutchtub is a mobile bathtub that gives people the opportunity to take a nice warm bath anywhere in the world, as long as there’s water and wood. Originally designed for city people to upgrade their backyard, Dutchtub soon turned into a profitable company, which now exports the culture of ‘boundless bathing’ to Europe, the United States and Australia. An industrial designer by trade, Floris Schoonderbeek (29) is responsible for the design, which he sees as an experience rather than a product. ‘With a mobile and independent hot tub, you can go anywhere you like and make it your own personal space.’

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How did the idea of the Dutchtub come about?

‘Dutchtub was part of my graduation collection, in which I was working on projects and products in the public space. I want to inspire people to live the public outdoor space. The goal of Dutchtub was to expand your back garden and obtain a new freedom by enjoying a bath anywhere you like. A mobile bathtub, warmed without using electricity. It is a tool for discovering the landscape and experiencing it in a totally different way than you’re used to.’

Where do you get your inspiration as a designer?

‘My ideas and inspiration come from my immediate surroundings and everyday experiences. Mostly the ideas and designs coalesce to form a new concept when I’m in the shower or driving my car. This can lead to a work of art, a product or, in the case of Dutchtub, a whole new company.’

pressed by more and more people, which also helps sales.’

Dutchtub was nominated for several design awards.

‘We won the Green Gadget Award in England, a prize for environmentally friendly products. We were also nominated for the Rotterdam Design Award and the Dutch Design Award. But to me, the biggest recognition of the product comes from its users. It is very special to hear experiences from our customers and see pictures where they proudly show where and with whom they enjoyed a relaxing bath in their Dutchtub.’

Will you keep developing the Dutchtub?

‘We are constantly developing the design and production process. Besides that, we are working on options such as hand trailers, roof racks, kitchen sets and wind shields, all optional accessories that can be used with the original Dutchtub. In the spring of 2009, we will present a new product that will strengthen the Dutchtub bathing culture even further. We are still testing and designing, so there’s not much we can reveal yet, but it involves a more extreme and flexible way of boundless bathing, very easy and for private use.’

Dutchtub

So the objective of Dutchtub goes beyond just selling more tubs?

Was the design of Dutchtub inspired by something other than functional specifications?

‘I wanted to make a clear and understandable design, so I took half a sphere as the tub with a clearly visible heating element based on strong technology. I magnified the spiral that is used in many heating installations and used it as a fire basket. I believe in no-nonsense design, form follows function. The product needs to be self-explanatory and communicate its function clearly. Besides the pure functionality of the spiral, it also makes for a direct experience of water and fire. You hear and see what happens.

An extra log of wood on the fire increases the circulation; you can control the system directly, which makes it very exciting.’

You named your creation Dutchtub; has Dutch culture influenced your creation?

‘The name touches on Holland at several points. In Holland we’re known for our innovative use of space; Dutchtub is a different way of using public space and temporarily making it yours. Besides that aspect, the direct, almost blunt design shows how matter-of-fact the Dutch are. In the United States they refer to the Dutchtub as ‘the sweet side of Dutch water management’.’

Are the sales of the Dutchtub sweet as well?

‘Over the last couple of years, we have been working hard on the product and its production. We built up a dealer network of five distributors within Europe, the United States and Australia. We are now also setting up a production facility in the US and in Australia to be able to serve those markets more efficiently. Sales have been going up and we expect to expand soon, adding more countries and more Dutchtubs sold per country. The boundless bathing culture we want to spread is being adopted and ex-

‘The goal we have with Dutchtub is to register a worldwide network of Dutchtub users and eventually archive it for posterity in a book: Boundless Bathing. The current Dutchtub serves as the base for this bathing culture. Other products like outdoor showers, manually operated water pumps or even different Dutchtubs can widen and clarify this culture. It’s a platform to which other designers can add products.’

Are there any other projects you are currently working on?

‘I just realised my first structure in the public space in Doetinchem, Holland, called ‘Shall We Dance’: a dancing electricity tower 38 metres high. Besides realising art projects in public spaces, we are also converting an old pig farm into a residence. I can incorporate many new plans into this project, ranging from building a treehouse, to a closet with an en-suite bathroom and kitchen, to a spiral staircase we are now developing as a product. In addition, I teach at ArtEZ Institute of the Arts in Arnhem, my alma mater.’

And from there you pass on your perspective on design?

‘Yes, I get a chance to share my views on design. To me, products need to provide a new experience or another view on function.

Dutchtub is a clear example; the essence of the design is in the experience of outdoor bathing. You bathe outdoors to relax and be one with your surroundings. Chopping wood and making a fire to heat the water is part of this, the purest form of outdoor bathing! It fulfils a need to be outside, close to nature. Dutchtub is austere and decadent at the same time. It’s a luxury to choose the basics!’ www.dutchtub.com www.florisschoonderbeek.com

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‘The boundless bathing culture is being carried out by ever more people’ Floris Schoonderbeek

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THE CITY OF

NOORDWIJK

ON NOORDWIJK

Holland’s finest beach

N

oordwijk is located on the shores of the North Sea, near the heart of Holland’s economic centre. With Amsterdam at less than a 30-minute drive away and both The Hague and Amsterdam Airport Schiphol at less than 20 minutes, Noordwijk offers a unique combination of rural tranquillity and easy accessibility. Noordwijk truly is Holland’s finest beach. Stretching over thirteen kilometres, Noordwijk’s seashore offers peace and quiet as well as a host of outdoor pursuits.

sional congress facilities for meetings of any size. The many hotels in Noordwijk also have a broad range of facilities for relaxing after a hard day’s work.

The Grand Hotel Huis ter Duin and The Hotels van Oranje, for example, all have wellness centres equipped with swimming pool, sauna and fitness areas, offering all sorts of treatments. Add to this the pleasure of unwinding in nature at its finest: the beautiful sandy shore. A nice stroll down the beach or through the dunes and woods makes for a great break in between meetings.

is ranked among the top 100 most beautiful courses in the world. Fly a kite, go horseback riding, or enjoy the dunes on a footbike. Several organisations in Noordwijk offer staff trainings and events with a twist. Join The Royal Netherlands Sea Rescue Institution for an intense life rescue training or experience a day of riot control training with the Dutch Police Academy. Teams of highly trained and experienced instructors work on teambuilding while getting your employees to tap into their own potential and energy.

Outdoor pursuits

Exciting locations

Noordwijk and its surroundings host many outdoor pursuits. You can play golf at Noordwijk’s golf course, which

There are also a wealth of indoor activities on offer in Noordwijk. Space Expo, the biggest permanent space

Relaxation Noordwijk offers a complete package for any business trip. The lovely seaside town features a wide variety of modern accommodations and profes-

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Outdoor pursuits

ON NOORDWIJK

Noordwijk has several organisations that offer a wide range of outdoor pursuits. Among others, SPEV Noordwijk Events, Goesting and XPLR Unlimited Events arrange training sessions and events that give your staff the chance to work on personal effectiveness and team-building, while actively enjoying Noordwijk’s beautiful outdoors. www.spev.nl, www.goesting.nl, www.xplr.nl

travel exposition in Europe, is well worth a visit. Corpus, ‘a journey through the human body’, offers a spectacular inside view of the human physique, constructed in a 35-metre high transparent building with the contours of the human body projecting from it. Both Space Expo and Corpus provide a number of congress and meeting facilities. Taste the best in teambuilding at De Kookerij, where you can combine meetings with cooking workshops.

Best of both worlds If it’s cultural activities you’re after, the impressive historic city centre of Noordwijk offers a wide range of options.

The extensive selection of restaurants

and theatres, including De Muze, guarantees you will find something to your liking. The area around Noordwijk offers access to the historically acclaimed city of Leiden, the lake district around de Kaagerplassen, and of course the world-famous Keukenhof flower park. Visit in spring to experience the full impact of the Keukenhof, the world’s biggest and most impressive flower gardens. Noordwijk is one of the top locations in the Netherlands for hosting congresses. With great hotels, professional congress facilities, a coastal setting with natural abundance and a wide selection of recreational options, Noordwijk offers the best of both worlds and will surely make your stay a fruitful one.

Keukenhof Nowhere else in the world can you find spring flowers and colours as glorious as at the Keukenhof gardens. Discover endless inspiration while you relax in the beautiful surroundings of the park. Keukenhof offers the opportunity to see millions of bulbs in flower, fantastic flower shows and the largest sculpture park in the Netherlands; it is the most photographed place in the world. Enjoy the spring! www.keukenhof.nl

Facts & Figures Total amount of rooms in ★★★hotels 494 Total amount of rooms in ★★★★hotels 1,104 Total amount of rooms in ★★★★★hotels 662 Noordwijk - Amsterdam Airport Schiphol 25 km Noordwijk - Rotterdam Airport 40 km Biggest venue NH Leeuwenhorst Capacity largest auditorium 1,100 pax www.noordwijkcongres.nl

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Food design is a relatively new design discipline. Katja Gruijters (38) was one of the first food designers in the Netherlands, setting the stage for an industry that is now booming.

Katja Gruijters

Gruijters is both an artist and a food professional. Her work was displayed at the Museum of Art and Design in New York but she also designs products, spots consumer trends and develops concepts around human desires for such big food companies as Iglo, Mora, Sara Lee DE and Heinz.

G

ruijters graduated from the Design Academy Eindhoven in 1998 with a degree in industrial design. Her passion for food led her to specialise in food and drink design.

‘Food and drink are my materials. I cannot think of any other material which I could enjoy that much. Food is emotion.’ Since 2001, Gruijters has been working in her studio in Amsterdam on designing food experiments, concepts and products.

calls sensological product development. ‘The sensory test is absolutely vital. What does a product or ingredient do to our senses? Does it appeal to basic human desires? Technology - industrial production processes - is the flip side of the story.

It’s the tension between these two that yields interesting results.’

Ander Kant Satisfying desires Once a year Gruijters reviews long-term trends, which she continually fine-tunes over the course of the following year.

This trend development process forms the basis of her concept and product development, trend lectures and inspiration workshops. ‘Eating habits, culinary preferences and lifestyles are constantly changing. Human beings have desires; we are always looking for ways to make life more pleasant and enjoyable. Our daily choices must satisfy these desires. If you’re able to observe this process from the outside, you’ll discover patterns in these choices. Where patterns are broken, trends are created.’

Sensological product development When translating these trends in the development of products that appeal to people’s desires, Gruijters uses a method she

When not developing new products for companies, Gruijters expresses herself as an artist. A clear example of this is her product concept Ander Kant: a tile-shaped piece of chocolate with a lace texture, whose name means both other side and different lace. ‘For my graduation I designed a series of concrete tiles with a lace texture. In 2006, Museum Boijmans Van Beuningen in Rotterdam wanted to display these tiles at an exhibition on lace-inspired design. I was really into food design by then and thought: why not combine the two?’ For the opening, Gruijters did a series of edible lace experiments.

60 edible tiles made of chocolate, confectionery, shortbread and short crust pastry were presented to visitors of Ander Kant, where sculptors’ tools were used to cut off the tiles to pieces. ‘For the final product I decided to use chocolate, an appealing material because it melts smoothly in the mouth. In four weeks, Ander Kant had been translated into a feasible,

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‘Food is emotion’

Katja Gruijters

Katja Gruijters

manufacturable product: lace chocolate tiles, for sale at Dutch department store De Bijenkorf.’

the idea to start a restaurant based on the same philosophy, which should open autumn 2009.’

Redefining perceptions

Endless possibilities

Food in general is subject to lots of regulations in modern society. Some of these regulations strike Gruijters as odd.

Given the sometimes extreme food regulations imposed by the EU, Gruijters is challenged to come up with concepts that force her audience to redefine the way they perceive food.

‘There are EU rules stating bananas have to be curved, apples have to be of a certain size, potatoes cannot be deformed. I think that’s odd. Nature isn’t uniform. I feel there’s a need for real and honest products.’ This observation led to Gruijters’ latest project: a restaurant based on disapproved food.

Gruijters developed a Cradle to Cradle dinner, for which she decided to work with waste materials consisting of rejected food that did not meet the official standards. Disapproved vegetables and fruit, 455 loafs of bread that were one day past their sell-by date, six kilos of misshapen wine gums... ‘I wanted to give these products a new lease on life, although not necessarily by eating them. The bread I turned into a statue, the wine gums into tablecloths, just to confront people with our daily practice of throwing away food. It was quite extreme but I got many positive reactions. This dinner led to

Besides her work as a designer and trend-watcher, Gruijters writes a monthly column in Food Magazine, a trade journal for the Dutch food industry, and is currently developing a course on sustainability in food for HAS Den Bosch. ‘I don’t want to commit myself just to designing food; there’s so many things I’d like to do. Maybe I’ll start brewing my own beer or launch my own supermarket. The possibilities are endless.’ www.katjagruijters.com

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THE CITY OF

UTRECHT Experience the heart of Holland

ON UTRECHT

U

trecht is one of the oldest cities in the Netherlands. Founded over 1,200 years ago, this charming city with its centuries-long tradition of business and pleasure is situated in the heart of Holland. The city’s history is clearly reflected in its structure and architecture. With its 300,000 inhabitants, Utrecht is the fourth biggest city in the Netherlands, yet it has still managed to preserve its local and authentic character. Utrecht’s many canals, characteristic waterside restaurants and numerous parks give this international metropolis its villagelike feel.

Inspiring venues Despite its centuries of tradition, Utrecht is a young and dynamic city.

Its energy and enthusiasm can be attributed at least in part to the more than 64,000 students from the Netherlands and abroad who live in the city. Internationally renowned for the quality of its teaching and research, Utrecht University is the biggest university in the Netherlands, with facilities situated both in the city centre and on a special campus on the east side of town.

Many international congresses are organised here, as the university has a fully equipped auditorium and congress centre on site as well as a campus to accommodate visitors. Utrecht offers many special and inspiring locations for hosting congresses, such as the Media Plaza which primarily targets the IT sector, the Railway Museum which has its own congress centre, the Rietveld Schröder House and many other historic locations. Because the city lies at the heart of the country’s infrastructure, many major companies and multina-

tionals have chosen Utrecht as their base of operations. The NS Dutch Railway, DaimlerChrysler and Compaq/HP are just a few of the businesses that are based in Utrecht.

Festival city Utrecht is a true festival city, with events taking place throughout the year. Offering something for everyone, the city boasts a range of music, theatre, dance, film, sports and various other artistic activities. The Museumkwartier is home to a variety of museums, such as the National Museum from Musical Clock to Street Organ, presenting a large and animated collection of automatic musical instruments from the 15th century to the present, as well as the Aboriginal Art Museum, Museum Catharijneconvent and the Sonnenborgh museum & observatory, the oldest dome observatory in the Netherlands. Soaring above the city, the Dom Tower is the most striking landmark in Utrecht, situated on a big square that once housed a Roman fortress. The contours of Traiectum Fortress (‘ford’ or river crossing in Latin) can still be seen today in the paving stones of Dom Square. The compact city centre accommodates many fine restaurants, intimate cafés and trendy clubs where you can enjoy a delicious dinner and dance the night away.

Dom Tower

Heart of Holland Utrecht offers a unique blend of big-city life with a small-town feel. It has beautiful surroundings, historical features and an exciting inner city, but it is first and foremost its welcoming inhabitants, who share an attitude that breathes tolerance and hospitality, that will surely get you in touch with the heart of Holland.

National Museum from Musical Clock to Street Organ

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Wharves

ON UTRECHT

Fluctuations in water level in the canals of Utrecht were the reason for building the characteristic wharves that can still be found along the canals of the Oude Gracht and Nieuwe Gracht today. These canal-side platforms are now used primarily by local restaurants and bars, offering the perfect place to have a romantic dinner or enjoy a cold glass of beer in the evening sun.

Rietveld Schröder House Eighty-three years after its construction, a visit to the Rietveld Schröder House remains a fascinating experience. Designed by Gerrit Rietveld for Truus Schröder in 1924 according to the architectural principles of the De Stijl school, with its typical colours of red, blue and yellow, in combination with white, grey and black. After Schröder’s death in 1985, the house became the property of the Rietveld Schröder House Foundation. It is listed on the UNESCO World Heritage List as ‘an important and unique icon in Western architectural history and a masterpiece of human creativity.’ www.rietveldschroderhuis.nl

Facts & Figures

City Hall

Total amount of rooms in ★★★hotels 207 Total amount of rooms in ★★★★hotels 1,350 Total amount of rooms in ★★★★★hotels 91 Utrecht - Amsterdam Airport Schiphol 40 km

(32 min. by train) Biggest venue Jaarbeurs Utrecht Capacity largest auditorium 1,533 pax www.meetinutrecht.nl

SellaBand

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035 SellaBand

Be your own record company

In August 2006 Pim Betist (31), Johan Vosmeijer (45) and Dagmar Heijmans (35) founded SellaBand, a company aimed at allowing musicians to raise money to record a professional album. The concept proved to be successful: SellaBand made headlines all over the world.

To date, 25 bands have recorded an album through SellaBand, a number that is still growing.

We met with SellaBand ‘evangelist’ Pim Betist in the company’s head office in Amsterdam to talk about his mission to change the music world. ‘At SellaBand, every band with 5,000 friends can make their dream come true!’

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‘The moment when it really gets as successful as you thought is very bizarre’ Pim Betist

SellaBand

What is SellaBand?

‘SellaBand is a company where artists and fans have one goal: to make music and money together. Artists upload their music on our website and create a profile. Fans then find artists they like and believe in. Ten dollars plus transaction costs buys them a Part, a share in that artist. With 50,000 dollars in parts sold, the artist goes into the studio to record an album. The fans, or Believers as we call them, get an exclusive CD in return for their part and share in the profits from sales and advertising. The idea is that anyone can be the record company; bands and believers are in business together!’

How did you come up with the concept?

‘I have always really liked music, but I had no experience whatsoever in the music industry. I got a master’s degree in business studies, after which I moved to New York to work for Heineken. Heineken tried to market their product through music, and I spent more time checking out bands than sitting behind a desk – which was great. I have some friends who are professional musicians, but I noticed those guys didn’t make any money with what they were doing, even though I thought they were really good. Around that same time, in 2001, websites like MySpace and Friendster were booming and it struck me: if, instead of just becoming friends, you donate, say, 10 dollars, you are a real friend!’

You ended up starting SellaBand with two former Sony/BMG directors. How did that come about?

‘I ended up talking to Kees Klomp, the former director of EMI music. I pitched my idea to him, asking him whether he could help me develop the plan, if it was at all possible in the music industry, whether I was missing things... I mean, why wasn’t this idea around yet? He loved the idea and really wanted to help me but realised he wasn’t the person to bring this to life.

He put me in contact with Johan Vosmeijer, former director of Sony Music, founder of radio station Kink FM and editor of Veronica Magazine, someone with a massive network in the music industry. Johan had set up companies before and had the assets I was looking for. I asked him to be director; he agreed, on the condition that Dagmar Heijmans was brought on board as well. Dagmar is a bit younger and has more affinity with Internet. It was a solid base. With the three of us, we started SellaBand.’

What is the mission of SellaBand?

‘Our mission is to equalise the playing field in the music industry. We offer new artists the tools to be competitive: an amazing producer, a top-quality studio, the right route to the radio stations and a video clip when possible. With the budget and facilities we offer, it’s possible to make it onto the play lists of radio stations and score a hit. This is our ultimate goal.’

But you didn’t start the company right away.

How did the traditional music industry react to SellaBand?

‘No, since I didn’t know anyone from the music industry and broadband Internet wasn’t as mainstream as it is now, I put the idea on hold. After New York I went back to Holland to work for Shell. Three years later, I decided to give it a try. I quit my job, moved to low-rent anti-squat housing and went looking for people to help me start up this idea.’

‘First they said it wouldn’t work. When it did work, they scratched their heads in amazement. We were visited by a major record company, limousines and all, but we want to remain independent. We are a trampoline, a springboard. Ideally, after we produce the first album, major labels pick up our artists and bring them to the next level.’

037 ‘First and foremost, the emphasis is on quality. We want to give artists the opportunity to record their music in an environment that provides the same top-of-the-line quality as any major label would offer them. We are convinced that top studios, A&R managers and producers are necessary to lift the music from sounding good to sounding excellent. Secondly, we chose to send an exclusive version of the CD to the believers. This service already consumes 40% of the total budget.’

sic managers, which gives us a network. Once they know who you are, you get invited to meetings; that’s just how it works.’

But Amsterdam remains the heart of operations?

‘Yes, we are happy to be in Amsterdam. When we started up we decided to go for the dollar as our currency. Our first goal was to set up our office in New York and work from there. But soon we realised that the artists and believers really like the fact that we are from Amsterdam, because it has an independent, liberal and creative feel to it.’

Does SellaBand get any money from the 50,000 dollars?

Do you see developments for SellaBand in the technology or is it purely the music that counts?

‘No, we don’t earn anything from that amount. Every dollar the believers spend is used for recording the tracks, manufacturing the CDs and sending them out to the believers. We make money from advertising and music sales, from publishing songs and from the interest on parts sold.’

‘Both; we are facing a dilemma. We need to make a choice between being a broadcaster or being a facilitator. There are so many artists now, and you want quality to emerge. We need to make sure that we have the right technology to make the good things stand out, so we really rely on technology to make that happen. We just launched the new site; we noticed a 30% increase in visitors and saw an increase in parts sold. But I think the biggest chance for success is making the right partnership deals. This is why we formed partnerships with Heineken, AOL, Amazon, Deutsche Telekom, where they inform their community about SellaBand and use our content to make their community happy.’

Do you push SellaBand to the traditional media at all?

‘Yes, we do. If you want to make it big, you are still dependent on traditional media. I visit top DJs every week to keep them posted on what’s happening. When we get a record out that I think has a chance of doing well on the radio, I drop it off and ask for feedback.’

You set up an office in London and there are plans to open one in New York. Isn’t that strange, since you’re an online company?

‘SellaBand is a music company that operates over the Internet, but you do need the visibility to be successful on an international level.

We have a very small office in London, but it is situated in Covent Garden in the building that also seats music lawyers and big mu-

Did the success of SellaBand come as a surprise?

‘Not really, since I had very high expectations. But the moment when it really gets as successful as you thought is very bizarre.

I vividly remember a conversation I had with my sister where I told her we were going to be front page news in the Financial Times. She kind of laughed and told me to stop dreaming.

Four months later SellaBand was on the cover of the Financial Times... And yes, I called my sister: I hate to say I told you so!’ www.sellaband.com

SellaBand

What is the basis for setting that 50,000-dollar target?

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THE CITY OF

GRONINGEN

ON GRONINGEN

Get a taste of the north

TIPS

Daring projects The young spirit of Groningen is clearly reflected in the city’s willingness to take on daring projects. Harbouring large numbers of highly skilled young people makes for a progressive attitude in science and in urban development.

The most striking example of this attitude would have to be Blauwestad.

The northern part of Holland is blessed with ample space. Utilising this space to accommodate the region’s growing number of inhabitants sustainably is one of the great challenges of modern society - and Blauwestad does just that.

Blauwestad Situated 25 kilometres east of Groningen, Blauwestad is an entirely new resi-

dential district created around an artificial lake called the Oldambtmeer. Much of the area around Groningen was once under water. In true Dutch fashion, land was reclaimed from the sea to create fertile farmland. With less need for farmland and more demand for housing areas, architect Jan Timmer came up with a revolutionary plan in the late 1980s. His plan was to create a lake that provided a natural environment, serving both housing and recreational needs.

Spanning over 800 acres, Blauwestad is now a residential area the size of Amsterdam’s inner city, yet with only 1,500 residences. The size and scale of the project makes it the biggest landscaping project since the drainage of the IJsselmeerpolder. Blauwestad offers a truly unique natural area where people can live in diverse settings, each with its own different style and atmosphere.

The city’s living and recreational facilities provide the region with an economical impulse that is sure to guarantee its prosperous future.

Groninger Museum The Groninger Museum is not just a showcase for art; it is a work of art in itself. This layered significance is a principle that is seen increasingly frequently in contemporary architecture, especially in museums. Situated in the centre of the city, it is traversed by public space where passers-by are directly confronted by all kinds of works of art. From 25 October 2008 until 1 March 2009, the museum will be hosting highlights of the Asian Ceramics collection in the Starck Pavilion. This exhibition shows porcelain brought to Holland by the Dutch East India Company from the seventeenth century onwards. www.groningermuseum.nl

Inner city life The greater Groningen area offers both peace and quiet as well as buzzing inner city life. Its lush surroundings are a great place to get away from it all, while Groningen itself is famous for its nightlife. Bars are not subject to externally imposed closing times, so there’s always something going on in the city.

Groningen is a very hospitable place, and received the title of Best Inner City of the Netherlands for 2005-2006 for its high quality of urban planning and design, good accessibility and security.

Groningen welcomes you to experience a taste of the north; there is no place like Groningen.

Best Inner City Groningen won the title of Best Inner City of the Netherlands for 2005-2006. The centre of Groningen received excellent marks for versatility, high quality of city planning and design, good accessibility, hospitality and security.

Facts & Figures Total amount of rooms in ★★★hotels 2,318 Total amount of rooms in ★★★★hotels 1,495 Total amount of rooms in ★★★★★hotels 136 Groningen - Amsterdam Airport Schiphol 200 km

(135 min. by train) Biggest venue Martiniplaza Capacity largest auditorium 2,500 pax www.groningencongresbureau.nl www.blauwestad.nl

ON GRONINGEN

G

roningen is situated in the northern part of the Netherlands.

As the largest city of the north, Groningen plays a pivotal role in the region. The city is easily accessible via Groningen Airport Eelde. Although Groningen is an old city with a great history, it boasts a young atmosphere. The city centre integrates architectural highlights from the past, such as remnants of the old city walls and the ancient harbours surrounded by historic warehouses, with contemporary Italian architecture and buildings. The main contributing factor in the city’s young and dynamic feel, however, is its inhabitants. As the secondoldest university city in the Netherlands, Groningen is home to about 40,000 students, approximately 4,000 of whom come from abroad. The mix of students and locals give the city its youthful feel; the average Groningen resident is only 34 years old.

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FRESH DUTCH

040 NOORDERSLAG GRONINGEN Noorderslag is a one-day pop festival, held yearly in January in the Oosterpoort cultural centre in Groningen.

Together with Eurosonic, it is part of what makes the Noorderslag Weekend an unforgettable experience. With 250 new bands and artists and 2500 professional participants, EuroSonic Noorderslag is the ultimate platform for European music and European music professionals. The 2009 edition of the Noorderslag Weekend takes place from 15 to 17 January. www.noorderslag.nl

Whisky Festival Noord Nederland Groningen From 27 to 29 March 2009, the centre of Groningen will be the backdrop for the fourth edition of the Whisky Festival Noord Nederland. In the Der Aa-kerk, whisky will reign supreme during the three-day event.

This year the festival will honour eminent Whisky official Michael Jackson, who passed away last year. The festival will commemorate Jackson by christening his birthday, 27 March, as International Whisky Day. www.wfnn.nl

Springdance Utrecht

Springdance is the international platform for new developments in

national and international contemporary dance and performing arts.

Every year Springdance brings the international world of contemporary dance and performing arts to Utrecht in a two-week festival offering shows, performances, installations, and debates, presented at various locations throughout the city. Springdance 2009 will take place from Thursday April 16 through Sunday April 26 2009 and will feature a programme with distinguished young dance artists and innovative choreographers from all over the world. www.springdance.nl

Amstel Gold Race Weekend 2009 Maastricht

repeats many of the climbs throughout its 257.4-kilometre journey from Maastricht to Valkenburg. www.amstelgoldrace.nl

Flower Parade 2009 Noordwijk On Saturday April 25th 2009, the famous annual Flower Parade will take place in the area referred to as the Bollenstreek or bulb-growing area. The parade will leave Noordwijk at 9.30am to travel its 40-km route along the main roads, arriving in Haarlem at about 9pm. The procession will comprise 20 large floats and more than 30 decorated luxury cars, interspersed with marching bands. The theme for the 2009 parade is Famous Books, which will serve as inspiration for the designers. There will be plenty of space on the roadside for the hundreds of thousands of spectators who always congregate along the route. www.bloemencorsobollenstreek.nl

Queen’s Day Amsterdam The Amstel Gold Race weekend will be held in the province of Limburg on Saturday 18 and Sunday 19 April 2009. Over the last 15 years, this cycling event has had a host of non-Dutch winners, such as Germany’s Stefan Schumacher, Luxembourg’s Fränk Schleck and Italy’s Danilo Di Luca and Davide Rebellin; such stars as local hero Jan Raas, Belgium’s Eddy Merckx and France’s Bernard Hinault appear further down in the annals. The course offers fans plenty of opportunities to see the riders go flying by, as it

Every year on the 30th of April, the Dutch celebrate the (late) Queen’s birthday. This event has been a national tradition for decades. Amsterdam is the place to be on this national holiday, offering all sorts of activities. The party starts on the evening of April 29 with live music throughout the city. On the day itself, the open-air market is the main attraction: a street fair full of musicians, artists and people vending all sorts of products, from professionally marketed souvenirs to grandmother’s best china. On seven different squares, open-air stages

offer live music and DJ performances from 7pm until 1am. It is a unique event that has the entire city pulsating to a carnival-style vibe. www.amsterdamtourist.nl

BeeldenBoulevard 09 Noordwijk In the summer of 2009, approximately twenty monumental statues and installations created by top sculptors will arise along the Noordwijk seashore. Hidden between waving dune grass, lining a charming dune path or featured more prominently on the Koningin Wilhemina Boulevard, the special exhibition, called BeeldenBoulevard, will offer world-class art in one of the prettiest places of the Netherlands: the Noordwijk Boulevard. The third edition of this biannual event will be on display from the beginning of June until 19 July 2009 and focuses on the theme of ‘9 Meter Plus’, referring to the changing climate and the rising sea level. www.beeldenboulevard.nl

Fresh Dutch Events

Festival Classique The Hague

North Sea Jazz Rotterdam

Festival Classique is a three-day festival offering classical music in a surprising, entertaining and accessible manner. The historical city centre of The Hague, with its many special locations, sets the stage for celebrated artists and promising young talent. Festival Classique aims to offer a complete experience at the highest possible level for young and old, novices and connoisseurs alike.

The 2009 edition takes place from 12 to 14 June 2009. www.festivalclassique.nl

Parkpop The Hague For years The Hague has been the Netherlands’ number one pop city: every reason for this to be the venue for one of our country’s oldest and largest pop festivals. Parkpop has a rich history, including star performances by a range of big names from the national and international pop world. The festival has grown from a

Preuvenemint Maastricht

single stage and a few thousand visitors to become a mega event with three stages, hundreds of thousands of visitors and a variety of activities in the centre of The Hague. Parkpop will be held in the Zuiderpark on 28 June 2009. www.parkpop.nl

North Sea Jazz is the biggest jazz festival in the world. Just about every genre is represented – from traditional New Orleans jazz, swing, bop and free jazz to fusion, avantgarde jazz and electronic jazz. And it doesn’t stop at jazz; blues, gospel, funk, soul, hip hop, R&B, world beat and Latin enthusiasts revel in the musical extravaganza as well. The 34th edition of the festival takes place from Friday 10 to Sunday 12 July 2009 in Rotterdam Ahoy. www.northseajazz.nl

Grachtenfestival Amsterdam The Grachtenfestival is an annual festival showcasing classical music and other concerts at special locations in the centre of Amsterdam and on the banks of the River IJ. New locations are added every year. These locations stand out because of special or monumental architecture and cultural and his-

torical value: concerts on pontoons on the Amsterdam canals, in people’s houses and in monuments such as the Anne Frank House.

Traditionally marking the kick-off of the classical music season, the Grachtenfestival takes place from 15 to 23 August 2009. www.grachtenfestival.nl

Bavaria City Racing 2009 Rotterdam Formula 1 is out of reach for many people. The circus of glitter and glamour travels the world; during Grand Prix, it is almost impossible to get close to the action. Bavaria City Racing brings Formula 1 to the people! On Sunday August 16 2009, Rotterdam will be all about car racing. The inner city will provide the venue for the biggest event in the Netherlands: Bavaria City Racing.

Roaring engines and burning rubber in the streets of Rotterdam! www.bavariacityracing.nl

The Preuvenemint is a four-day culinary event on the Vrijthof square, held annually in the last full weekend of August, starting Thursday. As an event where you can taste all the good things of life, it functions as a giant open-air restaurant. Forty stands serve delicious food and wine, and visitors can enjoy a wide variety of live music.

There is no entrance fee, and the proceeds go entirely to charitable causes.

The 2009 edition of Preuvenemint will be held from August 27 to 30. www.preuvenemint.nl

The Netherlands Film Festival Utrecht Every autumn, The Netherlands Film Festival presents the latest crop of Dutch feature films, documentaries, short films and telefilms to the Dutch public as well as an audience of international and Dutch-based professionals. Many of these productions are world premieres, and a selection of the cinematic productions compete for the Grand Prize of Dutch Film, the Golden Calf for Best Film. During the festival, each film genre is allotted its own special day; retrospectives and special programmes offer a chance to review films from previous years. Talk shows, workshops, parties and exhibitions make the festival complete, a unique platform that highlights the very best of Dutch cinema. The 29th edition of The Netherlands Film Festival takes place in Utrecht from 23 September to 2 October 2009. www.filmfestival.nl

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TO DO

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EUROPEAN Air Travel Time

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reasons to choose Holland as the destination for your next event

1. Easily accessible

4. International outlook

8. Culture and entertainment

One of the reasons for the country’s

Holland has always been known as a

The Dutch cities offer a wide selec-

accessibility is Amsterdam Airport

tolerant country with an international

tion of concerts, museums, theatre

Schiphol. This airport offers excellent

outlook. This is a great advantage for

shows and dance performances, as

connections to local, regional and in-

an international convention. In addition,

well as other types of entertainment.

ternational airports. In addition, public

the majority of the Dutch speak excel-

There is more than enough to choose

transport is well organised and offers

lent English and often can communicate

from, ensuring an enjoyable social

a good alternative to travelling by car

effectively in another foreign language.

programme.

high-speed train network will make

5. Professional organisers

9. Price/quality ratio

Holland even more accessible in the

Thanks to their ample experience in

The price/quality ratio of products and

near future.

organising conventions, you may rely

services is excellent. Moreover, for-

fully on our professionals for the or-

eign visitors may be refunded the 19%

2. Compact

ganisation of your international con-

VAT they have paid for certain services

A small country like the Netherlands fa-

vention. The Dutch organisers are

and products.

cilitates quick and easy access to wher-

friendly, pragmatic and decisive.

within the Netherlands. The European

ever you want to go. You will not lose any valuable convention time on travelling long distances. What’s more, Hol-

10. Service and hospitality 6. Stable economic and political climate

The Dutch welcome their foreign guests with open arms. We are known

land’s public transport system and road

Holland enjoys a very stable economic

for our enthusiasm to ensure that in-

networks are reliable and efficient.

and political climate. This allows you

ternational visitors enjoy their stay.

to organise a convention without any 3. Convention infrastructure

risks.

The Netherlands offers a wide range of restaurants and hotel accommodations, from pleasant budget hotels to five-star

7. State-of-the-art ICT infrastructure

accommodations. As a small country

Holland boasts efficient, multifunc-

with centuries of experience in interna-

tional convention centres equipped

tional relations, the Netherlands boasts

with state-of-the-art communication

an excellent convention infrastructure.

and audio-visual facilities.

Let’s meet in Holland! WWW.HOLLAND.COM/MEETINGS

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