As redevelopment and gentrification push creativity to the outskirts of our cities, the space it needs to thrive is becoming scarce. This is especially true in The Netherlands, where the fight over space is a constant. In many cases, our medieval centres are becoming too crowded to remain the beating cultural heart of the surrounding city. Particularly when it comes to underground culture and experimentation. So when 3600 pristine square meters emerged from a torn-down factory building in Utrecht, we knew we had to act.

While working for Vechtclub, a creative makerspace right next to this untouched concrete slab, I was part of the team that created Beton-T, the first experimental city square in The Netherlands. It is a temporary project that transforms unused space into a place where Utrecht’s inhabitants can bring their ideas to life and culture, education, greenery, relaxation, and curiosity coexist. Opened in July 2022, Beton-T plays home to everything from concerts to theatre and exhibitions, a skateable stage, second-hand markets, an internet radio studio, and more.

During its initial nine months, I spearheaded branding, creative direction, website development, marketing strategy, communication management and copy for Beton-T. With just two months to open and build something from the ground up, I led the creation of the newly established identity and successfully garnered a following of over 5,000 on Instagram in a short span, launching the online life of this now vibrant urban space. 

Client: Vechtclub
Team: Anne Gelderland & Roswita Warmerdam
Photography: Paulus van Dorsten, Tanno Witkamp & larizazaldy
Design: Quinten Swagerman