Amsterdam connects the rest of the world

Transcription

Volume 3 | October 2013
04 Amsterdam
09 Perspective
20 Zuidas development
How the city of Amsterdam
strives to attract foreign
companies
Demographic developments
positive for Amsterdam
real estate market
Cooperation will have to
lead to a lively district in
Amsterdam
‘Amsterdam connects
the rest of the world’
09
25 Real estate and
healthcare
How Bouwinvest explores the
healthcare real estate market
Foreword
3
C&A has an illustrious 172-year history
“We’re currently finalising plans with Top Vastgoed
during which time the clothing store
who have been commissioned by Bouwinvest to
founded by the Brenninkmeijer brothers,
redevelop the premises. Once the construction
Mayors of major cities around the world
portfolio in the city, Bouwinvest is
are increasingly having a greater say in
currently developing a further six
Clemens and August, has grown into an interna-
phases have been scheduled, work will start at the
their affairs than their country’s prime
locations involving a sum of 400 million
tional business with 1,500 outlets in 20 European
end of the year. It’ll be a fairly complex operation
minister. Since international borders are
euros, which amounts to an investment
countries. The first store was opened in Sneek
becoming less and less distinct, a mayor of
of 10,000 euros per newcomer. It repre-
and others soon followed in Groningen and
a city such as Amsterdam – if he is doing
sents an effective investment, since
Amsterdam. The Amsterdam store on the
his job properly - can help consolidate its
Amsterdam has an undersupply of
Damrak has always played an important rol
status on the world scene. His task is to
housing in the liberalised rental sector.
and is viewed at C&A as the springboard for
muster all the support that is necessary.
In the long term, we are heading towards
European expansion.
‘This is the biggest renovation
I have experienced in my career’
a so-called Delta Metropolis, with The
Hague keen to expand its law-based and
The headquarters of C&A Nederland were also
because the store will remain open while
the Amsterdam Metropolitan Area stand
international institutions, Rotterdam
based here until the late 1980s and it was from
renovation work is being carried out. Only the
at the Expo Real. We strongly believe in
its transport and logistical services, and
these offices that collections were bought in
floors and the support columns will remain intact,
capitalising on the Amsterdam brand.
Amsterdam a greater accessibility and an
for its Dutch stores. With European expansion,
the rest will be gutted and fully refurbished.
Large cities like Amsterdam are able
effective knowledge-based infrastructure.
the fashion chain centralised its purchasing
It's the biggest renovation I’ve experienced in
to achieve wide support for on-going
This will bring about a Delta Metropolis
activities, with operations for women’s clothing
my career. It’s as if there’ll be a completely
development, attracting as they do
with dynamic regions, an effective infra-
moving to Düsseldorf and operations for men’s
new building.”
large numbers of people and economic
structure and a strong green lung at its
and children’s clothing moving to Vilvoorde.
activities, thus creating a snowball effect.
heart. This means there’s a lot of work
The European headquarters of the company are
This extensive overhaul will result in C&A’s first
In the last few years alone, 40,000 people
ahead for mayors and investors alike!
now in Düsseldorf and Vilvoorde respectively.
‘Flagship Store’ in the Netherlands. “We’re going
Colofon
Published by
Editorial concept
Bouwinvest
Business Development,
La Guardiaweg 4
Marketing and Communications
Amsterdam
viervier strategisch ontwerp
Dick van Hal, CEO
‘Real estate
investments in
Amsterdam are
inflation-proof’
PO Box 56045
1040 AA Amsterdam
Graphic design
T +31 (0)20 – 677 1600
Nevertheless, according to Rob Zeedijk, C&A’s
renovation. This new concept, designed by C&A
Building & Real Estate Manager for the Benelux,
Europe, was recently rolled out in Madrid and
the Damrak store still holds a special place.
Paris and is now being launched in Düsseldorf
“This is probably because it was the first large
and later in Amsterdam. These are large stores
store. C&A grew from this base in Amsterdam,
on lots of floors. In Amsterdam, the concept
so there have always been emotional ties with
will be modified: every flagship store will have
the city and this spot in particular.”
theme suited to the city. In fact, it will serve as
3 35
anSarasola
examplehas
forcomplete
all the other C&A stores
the
Founder Kiki
9 Amsterdam offers
25 inFuture
for investment
explains
Zeedijk, who
that
The 1960s
building will shortly be given a complete
confidence Netherlands”,
that the ambitious
project
good
opportunities
inadmits
healthcare
real estate
1960s look of the premises really
does
facelift.
storeDutch
is in need of an overhaul and
will be a bigthe
success.
Ideal
timeThe
to enter
How
doneed
Bowinvest’s (international)
renovation
will ensure that the space in the
real-estate
market
a makeover. “The current plans, which
include
tenants
view Amsterdam?
new façade,
will do the Amsterdam
store healthcare industry is on
The Dutch
The the
Zuidas
– a home
justice.”
the premises
are being used
theideal
present, for
the city more
invest
in the Netherlands,
now’satthe
the threshold of a new era of sweeping
lovers
is used
more effectively.
“Only 60%20
of
Forbuilding
real estate
investors
who want to
resttoisenter
empty;
the centre
of most
Amsterdam, that’s
time
thefor
market.
As the
Besides offices, there’s room for
changes. This will also impact the
a cryingand
shame”,
Zeedijkreal-estate
believes. There are housing
now
dynamic
transparent
too
requirements for healthcare real estate.
plans to
redesign the
property
so that it canThe
be Zuidas is being transformed from
market,
Amsterdam
offers
the best
Bouwinvest is already looking to the
4 Amsterdam:
the organizer
used in its entirety.
opportunities
in the Netherlands.
a chiefly office-based district into a
future and exploring opportunities to
vibrant residential neighbourhood where
invest in healthcare real estate.
Cooperation inside and outside
work and home-life mix. The first phase
the metropolis
14 Room Mate:
affordable luxury
of development, Gershwin, is more or
And more
Executive Councillor, Caroline Gehrels,
Amsterdam fits in with our philosophy
less complete. 1,300 rental and owner-
Menno Wigman Poem 28
Print
and Managing Director of amsterdam
Despite the crisis, the Spanish hotel
occupied homes in a range of price
3x Amsterdam
29
Akxifo
inbusiness, Hilde van der Meer tell us
chain, Room Mate, continues to expand.
categories are coming on stream.
about the initiatives they’ve launched to
Their latest hotel is at the IJdock.
F +31 (0)20 – 677 1700
[email protected]
Copy and editing
www.bouwinvest.nl
Bouwinvest
Monique Harmsen
Coordination and editing
Photography
Twan de Veer
attract foreign companies to Amsterdam.
inbeeld No. 9 October 2013
its large existing residential real estate
to implement our new store concept with the
2
moved into Amsterdam. In addition to
This year, Bouwinvest will be manning
market
The location close to Schiphol
Airport is one of Amsterdam’s
cooperation within and outside the metropolitan area
USP’s for international companies.
Amsterdam:
the organizer
Amsterdam is a small and compact international metropolis, and in
this respect it distinguishes itself from other large cities. Businesses
5
enjoy the fact that Amsterdam is so well connected with the rest of
the world via its airport, Amsterdam Airport Schiphol, its port and
the largest internet hub in the world, AMS-IX. At the same time, when
businesses move here, they find it not only easy to move around the
metropolitan region, but also beyond it.
Hilde van der Meer, managing director of Amsterdam inbussines
Magnetisme
Since 2007, it has been amsterdam inbusiness’
Businesses that have their headquarters in
primary task to attract foreign businesses to
Amsterdam often operate from other bases in
Amsterdam and to facilitate these businesses.
the Netherlands too. We try to encourage that,
Initially, the Investment Agency focused solely on
because it’s not just about cooperation within
Amsterdam, but since 2008 four local authorities –
the Amsterdam urban region, but with other
Amsterdam, Amstelveen, Haarlemmermeer and
cities, like Eindhoven, Wageningen, The Hague
Almere – which form part of the metropolitan
and Rotterdam as well. The mayor of Amsterdam
region, have pooled their budgets and human
and his municipal executive play a key role in this.
resources in amsterdam inbusiness to handle
If Amsterdam is doing well, then the rest of the
the market together.
country will follow.
4
market
We use a range of tools to identify foreign
several research institutes with which there
businesses and then interest them in moving
has been little cooperation up to now. That was
to the Netherlands. We work closely with the
evident from the marketing. Now there is a direct
Netherlands Foreign Investment Agency (NFIA),
link made with the conference market – globally
which is part of the Dutch Ministry of Economic
Amsterdam is ranked the seventh most popular
Affairs. They have 18 offices in a number of
destination for conferences – and with tourism
overseas countries where there are companies
and the hotel industry. Since early 2013, city
eager to enter the European market. But we also
marketing for the metropolitan region – for
get in touch with companies, for example, via
residents, visitors and businesses alike – has been
desk research or the service provision network.
brought together in a single central organisation:
Sometimes you’ll attract a business in a specific
Amsterdam Marketing.
sector and a few weeks later another company in
the same sector will follow. In that case, we carry
Combination of factors
out market research to identify similar businesses
Many companies come to Amsterdam to sell their
and get in touch via the NFIA network, or we invite
products on the European market, so we also
them to Amsterdam for a conference or simply a
have a strong logistics industry. Take a Chinese
working visit.
business, for example, that markets telecom
where this can be done from a central location,
In addition to other organisations, amsterdam
Amsterdam ticks most of the boxes. This has a
inbusiness also works intensively with the
lot to do with its connectivity, the availability of
Amsterdam Economic Board, a platform in which
talent and more relaxed regulations, but also the
6
top business people, government representatives
quality of life and the service providers in and
and centres of learning share their know-how and
around the capital. Other companies are drawn to
networks, and work with each other to consolidate
Amsterdam because of the added value that the
the business climate and the innovative power of
presence of businesses in a specific cluster offers.
7
the region.
Prompted by market demand, amsterdam
Although Amsterdam has a number of success-
inbusiness concentrates its efforts on specific
ful clusters already, little has been done with
sectors and countries. In Asia, these are Japan,
orientation, whilst cities in Germany, France
knowledge-based institutes: there are two
Korea, China, India and Taiwan. But amsterdam
and the UK concentrate more on their domestic
excellent universities on our doorstep and
inbusiness focuses on America too, which accounts
markets. This means that Amsterdam is extremely
for 40-50% of projects annually, and the growth
efficient and cheap in the international world of
markets in Brazil and Turkey. Around 30% of
consultancy. There are plenty of English-language
Hilde van der Meer is the managing director
all projects come from European countries, for
service providers in the UK of course, but for
of amsterdam inbusiness which attracts and
example, Scandinavian businesses that feel that
knowledge of the European market specialists
facilitates international businesses to move to the
marketing, sales and logistics can be better served
are required. In the UK, you can pay a lot of money
Amsterdam. Businesses always seek out the best
Amsterdam metropolitan region on behalf of four
from Amsterdam than from a city in Scandinavia.
for this. In the Netherlands on the other hand, this
place to carry out specific activities and, more
local authorities: Haarlemmermeer, Amstelveen,
For instance, Adidas’ marketing and sales operati-
know-how is easier to find because the focus goes
often than not, Amsterdam fits the bill because
Almere and Amsterdam. Van der Meer is also the
ons are based in Amsterdam. This is because of the
beyond just the Netherlands alone and English is
of the favourable price-quality ratio here. What’s
deputy managing director of Economische Zaken
know-how and skills in the city, the logistics and
the lingua franca in the service sector.
more, there are also many service companies such
Amsterdam and sits on the strategic consultative
the presence of international advertising agencies.
inbusiness
committee with Amsterdam Marketing,
‘If Amsterdam is doing well,
then the rest of te country
will follow’
as LinkedIn, Groupon and Booking.com, all of
From the very outset, amsterdam inbusiness
which started small and are now seeing huge
the Amsterdam Economic Board and Economische
International services
has seen the number of international businesses
growth. We have a large number of businesses
Zaken which deals with the economic aspects of the
It’s precisely because we’re so compact that we’ve
in Amsterdam grow. In 2008, we had around 90 to
like this in the city and we hope to grow these in
metropolitan region. In 2012, Van der Meer received
always had such good contact with the rest of
100 companies, the following year this was 113,
the future.
the world. Amsterdam has a strong international
and last year 126 foreign companies located to
the Public Sector Manager of the year award.
Cooperation
products. If they’re looking for a market in Europe
market
vision
Carolien Gehrels, executive councillor for
Our strong position can only be sustained by
staying alert to international developments,
Economic Affairs, Art & Culture, Local Media,
being receptive to the needs of international
business and responding as adequately as possible
Water Management, Monuments, Businesses,
to these. We approach companies proactively,
in close cooperation with the Netherlands Foreign
Participations, Business Operations and
Investment Agency. We also establish lasting ties
with businesses and ensure first and foremost
Purchasing in Amsterdam and also deputy mayor.
that they feel at home in the capital and can
work effectively.
ideal time to enter dutch real estate market
Amsterdam offers
attractive prospects
Amsterdam’s greatest opportunity is also its
greatest challenge: the role that cities play in the
Now is as good a time as any for investors to enter the Dutch real
global economy is growing. An increasing number
8
Alert to international developments
of economic activities are now focused on major
A healthy business climate is an essential prerequi-
centres of population. In this respect, Amsterdam
site for Amsterdam. In fact, it’s one of the priorities
has a strong position, but competition is increasing.
which has been identified by the municipal
We aim to remain one of the strongest regions in
executive, our business community and centres
Europe. Cooperation with the region, other Dutch
of learning. In concrete terms, this means that
cities, the business community and centres of
we’re constantly seeking out opportunities and
learning is crucial to this. To this end, we’re
new openings, and trying to overcome obstacles
focussing on strong clusters which will enable
as quickly as possible.
the region to play a pioneering role on the national
estate market. After five to six years of decreasing values, the market
currently finds itself in an upward swing. What’s more, the Dutch
real estate sector shows all the signs of an excellent long-term
risk-benefit ratio.
9
As it is, Amsterdam is a major draw for businesses
Amsterdam Airport Schiphol, KLM and the region is
and talent alike. We aim to consolidate this
a good example of what we can achieve by working
position and ensure that it stays that way.
together. Schiphol is one of the top three airports
We can do this by setting up a new technology
in Europe.
institute, for example, and encouraging the
The Dutch real estate market also provides foreign
According to Koot, there’s a perfectly reasonable
investors with an opportunity to diversify their
explanation for that: in addition to size, dynamics
real estate portfolio.
and growth prospects, data on the Amsterdam real
market to expand the number of mid-range rental
Major economic growth and employment oppor-
properties for first-time buyers and international
tunities will be generated by the technology sector
talent by investing in culture, such as the public
in the coming years, so it’s imperative for a city
Transparent market
transparent than anywhere else. For foreign
library, the Stadsschouwburg municipal theatre,
like Amsterdam to respond to these developments.
Amsterdam offers the best opportunities in the
investors, the Amsterdam real estate market is
the EYE Film Institute, the Rijksmuseum and other
We’re constantly seeking ways to entice know-
Netherlands. In all sectors, the city has the most
characterised by excellent accessibility and
cultural institutes, and through city marketing
ledge-based institutes, companies and talent to
comprehensive, dynamic and transparent real
availability of assets. What’s more, it’s a stable
and acquisition.
the city. One important aspect is that they add
estate market. Amsterdam also provides excellent
market, which – from an international perspective –
value to the city.
prospects with its population set to increase over
shows little volatility.
estate market is readily available, making it more
the next decade.
Demographic developments
With Eberhard van der Laan in the office of mayor
for the next few years, Amsterdam is clearly intent
“Amsterdam is the city with the highest core-
Demographic trends are working in Amsterdam’s
on consolidating its international status; the same
investment profile among foreign investors”,
favour, too. While other parts of the Netherlands
can be said of the municipal executive and the
claims Bouwinvest’s Research Manager, Robert
are experiencing negative or – at best – stable
Carolien Gehrels, in her capacity as executive
council. I firmly believe that this determination
Koot. “When it comes to Europe, Asian investors,
levels of population growth, the population and
councillor for Economic Affairs and deputy
will only increase in the coming years. Amsterdam
for example, are attracted first and foremost to
households in Amsterdam are expected to grow
mayor, has the task to attract foreign investors
cannot, however, succeed without the backing of
London and Paris. If they look at the countries
in numbers over the next decade. This will have a
to Amsterdam.
a strong central government, and vice versa.
beyond, such as the Netherlands, Amsterdam is
clear impact on the residential market.
executive councillor
usually at the top of the list.”
and international stage. The collaboration between
vision
“Demand for rented property in Amsterdam is
Using Bouwinvest’s Global Market Monitor – a self-
Neither is the picture in the residential market
“For the time being, Bouwinvest is focusing its in-
still enormous and that will remain the case”,
developed system for monitoring international
unequivocal, although a lot of foreign investors
ternational campaign on the housing market. “Our
Koot forecasts. “In particular, liberalised rented
real estate markets using consistent methods of
are missing out on the fact that investment in
view is that the housing market will be the first to
housing with monthly rental charges of between
collating available market know-how – Koot is able
the Dutch residential market can bring rewards.
recover. Across the market as a whole, it will take
€700 and €1,100 is extremely popular. Compared
to identify Amsterdam’s strengths and weaknesses.
“A lot of work still has to be done to give the
office and retail property longer to turn the coner.
market an international profile.” In Koot’s view,
to the German market, where 40% of residential
property consists of owner-occupied housing
Broad economic basis
attitudes towards the residential market among
and the other 60% of liberalised rented housing,
The city’s strength lies in its economic diversity,
international investors are strongly influenced
the situation in the Netherlands is exactly
making it is less vulnerable to economic cycles.
by the office sector. If you zero in on the housing
the opposite, with 60% of residential property
While Amsterdam has a strong financial services
market, it’s clear that the owner-occupied market
owner-occupied and 40% rented, most of latter
sector, it also has a well-developed tourist industry:
has suffered over the last five to six years and
being in the regulated market. The liberalised
it is the eighth most popular conference destina-
experienced diminishing values. Those are the
market is relatively small.”
tion worldwide and the city has a strong creative
kind of signals that the foreign media pick up on.
‘The worldwide trend towards
urbanisation is expected to
continue over the coming decades’
community. What’s more, the Netherlands has a
In the long term, offices can represent a great
market and decreasing values have also been
‘In all sectors, Amsterdam has the
most comprehensive, dynamic and
transparent real estate market’
investment opportunity. Dutch offices, especially
Schiphol plays a key role in the city’s accessibility
reflected in our valuations. Nevertheless,
those at the Zuidas, are attractively priced again.
and development. “There are few cities in the
Amsterdam has remained relatively buoyant.
Even if there’s no upward trend in values over the
world whose airport is just 5 to 10 minutes away.
Even during the ‘crisis years’, rent and occupancy
next ten years, returns of 7 to 8% are still possible.
Likewise, the knowledge infrastructure, a tax-
levels, the basis for the cash flow, remained stable.
In this case, I’m referring to offices that occupy
friendly climate and the availability of a highly
The crisis also presents opportunities: people
multifunctional locations and are accessible by
qualified, English-speaking population, are seen
are choosing to rent rather than buy property.
various means of transport, for which there will
as major advantages in raising Amsterdam’s
In 2011 and 2012, we have actually managed to
10
still be demand over the next ten years. However,
The worldwide trend towards urbanisation is
international profile.
raise average rent levels in our portfolio. This can
we are assuming that indirect yields will rise again
only be achieved in a market where housing is
over the next decade.”
expected to continue over the coming decades
11
“Of course, the downturn in the owner-occupied
relatively stable economic and political climate.”
in short supply.”
and that will have consequences for Amsterdam
Times are tough economically for the Netherlands
as well. Many companies and organisations are
at the moment and this has been having a negative
establishing (head) offices in the city. This creates
impact on the market for commercial property
Koot also expects that statutory measures, which
jobs and draws more people to the city, which in
and housing. Confidence among consumers and
are making it more difficult to buy property, will
turn attracts more business. “You could say it’s
manufacturers is low. The Netherlands has seen
help feed demand for rented accommodation.
a chicken-and-egg problem”, adds Koot.
better days and, historically, there has been a
“Local authorities are now looking to also expand
70-80% correlation between economic growth
the construction of middle-of-the-range rented
and real estate valuations.
property. Demand is growing for this. Home
Top net initial yield for Amsterdam real estate compared
with other international centres (2013)
seekers are looking for good quality rented
A more refined picture
accommodation that provides a reasonable
Housing*
Offices
Retail
Koot is missing some of the finer points in this
alternative to owner-occupied property
Amsterdam
4.0
5.8
4.3
negative picture. “The sense of despondency is
and offers flexibility.”
Berlin
4.2
4.8
4.4
more prevalent in the office market, but here too
residential fund
the figures need to be qualified. If you take a closer
International campaign
Munich
4.2
4.4
3.8
look, non-occupancy levels for readily accessible
According to Koot, to bring this to the attention of
London
n/a
3.6
3.5
In 2012 the Bouwinvest Residential Fund attained real
office space in a multifunctional environment are
foreign investors, more must be done to tie this in
Paris
2.9
4.3
3.8
estate growth of 1.3%. Income returns rose to 3.4% and
lower here than in the rest of the Netherlands.
with the German market. “This is true of the housing
fund returns to 0.6%. In 2012, €58 million was invested,
Take the Zuidas for example, where square
market as well. The Netherlands could be profiled as
New York
n/a
4.5
n/a
and the like-for-like increase in rent was 3.2%.
metrage of office space is actually on the increase.”
a German ‘province’, so that it registers with foreign
Tokyo
n/a
3.9
4.3
investors. London and Paris are seen internationally
Hong Kong
n/a
3.0
2.9
as European financial centres and all real estate
sectors are able to take advantage of that.
Source: PMA, IPD (* country level), Bouwinvest Research edited
fact
robert koot, manager research bouwinvest
13
12
Amsterdam
is the most
transparant real
estate market
statement
Room Mate:
affordable luxury
amsterdam fits in with our philosophy
Room Mate Hotels is a chain of boutique hotels
We believe travellers like to experience as much
that offers affordable luxury to travellers.
as possible in the time they spend in the city,
Our philosophy is that the best way to travel
so it’s important that our hotels are in the centre
is to visit friends, who can share our lifestyle and
of town. In New York we have a hotel in Times
knowledge of the city with us. That’s why we treat
Square, in Miami on Ocean Drive and our latest
our guests like friends and they in turn consider
hotel in Amsterdam, the Aitana, is located in the
14
our hotel their home. They’re not travellers who
IJdok district right next to the central railway
we just have to make sure we have attractive
People might be spending less money than before
15
Kike Sarasola, Founder and Managing Director of Room Mate
use our hotel just once, but return regularly to visit
station and close to the city centre. We’re always
hotels. A situation where there is little competition
the crisis, but they still love to travel and continue
their friends. For that reason, all our hotels have
on the lookout for attractive and cultured cities
and poor hotels is not good for the city. The new
to do so. Travel has also become more affordable.
the name of a fictitious friend, such as Aitana,
with international allure.
hotels that have opened recently or are now
Worldwide, our hotel chain enjoys occupancy
opening are of a good standard and that can
levels of between 85% and 87%. We have managed
only improve the city and its hotels.
to find a niche market for our product.
Carlos, Mario, Grace and Alicia.
Most beautiful
I’m really happy with the hotel in Amsterdam.
I just love the Netherlands. When I was a member
Niche
of Spain’s Olympic riding team, I lived in Maastricht
In addition, Room Mate has found itself a niche in
for three years. In my opinion, Amsterdam is the
the market. We offer affordable luxury. Our guests
most beautiful city in Europe, so it’s no surprise
get five-star treatment in a four-star hotel.
that our first Dutch hotel is here. The city has
They should leave feeling they have stayed
Room Mate is a Spanish hotel chain founded in 2001 by the
everything: culture, open-minded people and a
with friends. We’re convinced there’s a market
flamboyant Olympic equestrian rider Kike Sarasola. The hotel’s
progressive outlook. In fact, Amsterdam embodies
for that in Amsterdam, as well as in other places.
philosophy is based on the idea that the best way to travel is
all the values we strive for with Room Mate and
to visit friends in every city. The chain has hotels in Madrid,
that’s very important. The city is in sync with
Our hotels are in keeping with the current
Barcelona, Malaga, Oviedo, Granada, Salamanca, New York,
our philosophy.
price-conscious environment in which people are
room mate
looking for extra value for their money. These days,
Miami, Mexico City and Buenos Aires and, most recently, in
Amsterdam at the IJDok: Room Mate Aitana. The hotel has 13
People sometimes ask me if it’s a good idea to
you can fly with a low-cost airline like Easy Jet or
floors, 283 rooms, seven conference rooms, various lounge bars,
open a hotel in Amsterdam at the moment, since
Ryanair, eat a good restaurant without paying an
a restaurant and gym.
following years of hotel room shortages, there’s
arm and a leg, and buy fashionable clothes at Zara.
now a rapid increase in their numbers. My answer
And now you can also enjoy a luxury overnight stay
The hotel was designed by Dutch architect Jan Bakers and
is always yes. We’re not afraid of competition.
in a Room Mate Hotel. We research where to locate
Spanish interior architect Tomas Alia.
On the contrary, competition is a good thing;
and what prices are reasonable.
‘We treat our guests like friends
and they in turn consider our hotel
their home’
statement
Opportunities
making it a great starting place for travel to other
After Amsterdam, we aim to open a hotel in
parts of Europe. The city attracts tourists as well as
Rotterdam and are also looking to expand
business and is a gateway to other countries.
internationally. There are plenty of opportunities
at the moment, with lots of buildings available
Aitana in Amsterdam is our most ambitious project
that suit our purposes at reasonable prices.
to date. The opening of Aitana represents an
Current circumstances are favourable, so Room
increase in the number of hotel rooms from just
Mate is able to do well and maximise the oppor-
over 1,000 to 1,300. Next year, we plan to open our
tunities that present themselves. We might well
fourth hotel in Barcelona and a fifth in Madrid.
be in the middle of a crisis, but that same crisis also
Between now and 2015/2016, we aim to expand
offers great opportunities. As a Spanish business,
the number of hotel rooms to 5,000, which is three
we are experiencing hard times with the economy
times the number at present. We continue to look
back home, but, fortunately, 70% of our earnings
for new opportunities, for buildings and hotels.
are generated by our international activities.
This means examining the possibilities offered
We want to keep it that way.
in Europe and North and South America, as that’s
where our focus will be for future expansion.
People sometimes ask if there’s a limit to our
growth. As long as we keep succeeding in finding
good partners and investors like Bouwinvest I
can’t see any limits to our growth. Nevertheless,
it’s not easy to find the right partners. You have
to be fully au fait with the investment company.
After all, we’re talking about long-term contracts
of between 20 and 25 years. It’s like any marriage
really: you have to be careful about who you hitch
up with. We conduct considerable research
The Netherlands is also facing its own economic
beforehand to make sure we’re jumping into
downturn, but I have great confidence in the Dutch
bed with the right investor. This means investors
market. Dutch people are hard-working and
who have an affinity with our philosophy and
determined. I believe in the Dutch. Furthermore,
who try to get hold of the best locations in the
the Netherlands lies in the heart of Europe,
best buildings. Our relationship with Bouwinvest
is excellent. They know the ins and outs of the
aitana’s character
business and are always very proper and helpful.
If another opportunity comes along to do business
To emphasis the uniqueness of each hotel and give travellers
with Bouwinvest, we won’t have to think twice
the feeling they are staying with friends, every Room Mate hotel
about it.
bears the name of a fictitious friend, whose unique character
ties in with the location and city.
Likewise, the city council has been extremely
cooperative. I really appreciate that, as that’s not
According to Sarasola, who personally derives a great deal of
always the case. We’ve often had serious problems
satisfaction from drawing up hotel profiles, Aitana – after whom
in other cities where we’ve opened, but Amsterdam
the hotel on the IJDock is named – is someone who loves music,
listened proactively whenever any issues arose.
plays the piano, likes electronic rhythms, is an art lover and
trendsetter. Aitana cannot live without visiting art galleries and
museums and is a well-versed, liberal-minded woman.
statement kike sarasola, founder and director of room mate
17
16
‘As long as we keep succeeding
in finding good partners like
Bouwinvest there is no limit
to our growth’
Good partners
Amsterdam has
everything: openminded people
and a progressive
outlook
Investments in Amsterdam
our five most recent
investments
1
Gershwin / Zuidas
•Part of Amsterdam Zuidas project
•Two residential buildings with 197
apartments
•1,000 m2 commercial space including
daytime childcare
•Underground car park with 165 spaces
2
Noordblok, Stadionplein
• 100 apartments (70% liberalised
rental housing, 30% social housing)
• Supermarket (Albert Heijn), retail
space, restaurants and space for
non-profit organisations
• Underground car park with 205 spaces
18
Mosveld, Amsterdam Noord
•Development of 7,500m2 shopping
centre, car park with 140 spaces
• Two supermarkets and other retail
space for daily shopping
4
De Halve Maen, Overhoeks • Development of 86 apartments
(liberalised rental market)
• Part of ‘Residentieel Kwartier’ on
‘Overhoeks’, a high quality new district
in the north of Amsterdam
5
Hotel Room Mate Aitana, IJDock
•Trendy design hotel on ‘IJDock’
in Amsterdam
•283 rooms and suites
• Seven meeting rooms
Residential Fund
Retail Fund
Office Fund
Hotel Fund
•Lounge bars
•Restaurant
•Gym
19
3
developments
room for housing alongside offices
Zuidas
basis for a
city lifestyle
According to Ebe Treffers, Bouwinvest’s area
In addition to sustainability, one of the conditions
manager for acquisition and development
set by the municipality in the Gershwin tender was
residential, the Summertime project fits in with
that the project be completed within a short time
Bouwinvest’s objective of expanding the number
frame. The chosen collaboration was a real
of liberalised rental sector housing for its
advantage in this regard, claims Huikeshoven.
Residential Fund. Amsterdam is an important
“As a Koninklijke BAM subsidiary, AM adopted an
area of focus within this context. Values for real
all-round approach to the project together with
estate assets in Amsterdam remain stable and
co-maker, BAM Woningbouw, the construction
expectations are that this will continue to be
company. We combined our vision for the location
the case in coming years. Bouwinvest has a
with the expertise of the construction company.
large number of new projects in the pipeline in
That’s why, when we submitted the plan, we knew
Amsterdam, primarily in the liberalised rental
we would be able to deliver the project for the
housing sector. “Bouwinvest is an important
price we had calculated and on the basis of the
and active investor in Amsterdam, and we aim
proposals submitted by AM and Bouwinvest.
to keep it that way.”
Treffers believes that now is an interesting time to
invest in Amsterdam. “In the past, the municipality
would focus mainly on developers for the owner-
‘The municipality has now
discovered the investor’
occupied sector and housing corporations, but
they have since ‘discovered’ the investor. For the
first time, the Gershwin tender focused specifically
In the midst of office blocks, apartment complexes and other urban
amenities in Amsterdam’s Zuidas, hundreds of new housing units are to
be erected in coming years, thereby continuing the transformation of this
vibrant neighbourhood into a community where city lovers, international
employees and other groups can all feel at home.
on investors and affordable mid-range rental
Profile
21
accommodations. Partly as a result of the times
In arriving at a joint vision on the type of resident
in which we live, we started having much more
required at Summertime, AM and Bouwinvest were
contact with each other and our opinion – as an
able to fall back on Bouwinvest’s marketing and
investor - was requested for such matters a
communication department’s extensive know-how
land prices, car parking and other preconditions.
of the liberalised rental market in the Netherlands.
Through market-based consultations, the
“One of the profiles that emerged for the project
municipality endeavoured to gain insight into
was that of the urban short stay, i.e. a person with a
how investors viewed a project and the conditions
tendency towards a city lifestyle.The international
20
under which it would be included in their portfolio.
employee was also added as one of Zuidas’ target
This increases the prospects of success.”
groups. As far as the latter was concerned, we
talked to the Expat Center and with international
Cooperation
employers at Zuidas.”
Plans for the first phase of the housing
Summertime
From the very outset, there has been a close
development project in Zuidas – in the
One of the projects is Summertime, a complex that
partnership with the project developer, AM, and its
According to Huikeshoven, an advantage of this
Gershwin neighbourhood – are more or less
will consist of 197 middle-of-the-range liberalised
parent company BAM. As a result of this coopera-
process was that Bouwinvest was not only able to
finalised. A blueprint has been put in place for
rental sector apartments developed by the AM/
tion, it proved possible to optimise the plan at an
involve its Acquisition & Development department,
the area by the local authorities, investors and
Bouwinvest consortium. Eye-catching on account of
early stage, giving assurances about the develop-
but also its Asset Management department. “It was
developers, working in close cooperation with
its whimsical design which maximises the exposure
ment and construction costs. According to Ronald
clear that there was an affinity between the
each other. Gershwin will soon provide space for
of apartments and balconies to sunlight and open
Huikeshoven, Director of AM Noordwest, this was
product and the people who would take charge
around 1,300 owner-occupied and rental houses
vistas, the complex also contains room for other
not the first time there’s been an intensive
of it. That was the formula for success. I expect
in a range of price categories.
activities, such as retail stores, restaurants, bars and
partnership between developer and investor.
this type of collaboration to become more and
child care facilities. Designed by Search architects,
“This approach is based on AM’s new business
more common in the future. The traditional division
sustainability is also a key priority.
model.” In his view it’s a project worth repeating.
of roles between developer and investor will make
“Everything clicked into place immediately.”
way for a partnership.”
FROM LEFT TO RIGHT: RONALD HUIKESHOVEN, KLAAS DE BOER, EBE TREFFERS
and adjacent rail line have been staggered. For the
But the building of housing alone will not make
egbert de vries
Development Office, who is responsible for the
time being, only the motorway will disappear
Zuidas a residential district. It’s up to the Zuidas
According tot executive councillor Egbert de Vries can the district Zuid be
project as well as local area planning and infra-
underground and the projected increase in office
Amsterdam Development Office to ensure that there
compared to its counterparts like Kensington and Chelsea in London and
structure, believes it was a sensible ploy on the
and housing developments has lagged behind.
are amenities in place after 6 p.m. and on weekends
Rive Gauche in Paris. Do you want to know how De Vries came tot this
part of Bouwinvest and AM to cooperate from the
Nevertheless, De Boer remains optimistic. “Plans
for the people and businesses that locate here.
comparison look at: update.bouwinvest.nl/en/egbertdevries
very beginning. “I’ve known situations in the past
may have been scaled back, but one way or another,
where the investor joined the process at a much
Zuidas hasn’t seen its development forestalled,
Mix of activities
later stage and made all sorts of demands, which
as has been the case in the rest of Amsterdam.
But the building of housing alone will not make
meant having to redo parts of the work. Back in
Office development has continued and we are
Zuidas a residential district. It’s up to the Zuidas
rehearsal area for the Metropole Orkest and a
the days when the economy was booming, you
now seeing reasonable levels of success in home
Amsterdam Development Office to ensure that there
nightclub, together with a number of shops and
could play one investor off against the other,
construction. Non-occupancy levels for existing
are amenities in place after 6 p.m. and on weekends
a hotel. In twelve years’ time it will be demolished
but now the reverse is true. It is the investors
office space is a good indication of this. In 2009
for the people and businesses that locate here.
to make way for something more permanent.”
who are defining the direction to be taken.
this was 14% and, in 2013, 7.9%. Slowly but surely,
“We have to kick-start the neighbourhood. Until
The Bouwinvest/AM combination is a successful
Zuidas is becoming the economic showpiece of
recently, the emphasis was on office space, but our
Ultimately, De Boer contends, all these efforts must
one and has generated a great deal of satisfaction.
the Netherlands. Over the coming years, housing
aim is to create a vibrant community with a mix of
bring about a good Amsterdam mix. “Of course,
If there’s a good rapport between the investor
construction will have to be sustained so that it
activities. That means housing, offices and other
there will be gravitation towards certain groups,
and the developer, you can improve the
becomes a genuine residential area. At the moment
amenities. We encourage this in all kinds of ways,
such as expats, but sale and rental will focus on
product significantly.”
there are 600 - 700 housing units and that’s too few.
including temporary events and ideas. Activities
the middle segment. We think we will be able
Klaas de Boer, Director of the Zuidas Amsterdam
In that sense, it’s good that we have an agreement
include the ART Zuid sculpture route, the canalside
to create a typical Amsterdam neighbourhood.
Developments Zuidas continue
with AM, Bouwinvest and others to substantially
Grachtenfestival and the Zuidas Run. We have
Dental practices and schools are locating here
The economic crisis has held back developments
expand the number of residential properties.”
business incubators for innovative entrepreneurs
and the children have been seen playing alongside
and the temporary Adam building combines a
the pinstripes and stilettos.”
at Zuidas. Plans for tunnelling the A10 motorway
23
22
developments
responsible in real estate
‘Children have been seen
playing alongside the pinstripes
and stilettos’
this area. “Zuidas has been primarily accustomed
to attracting office blocks. But even with offices,
there is a need for a decent quality of life in the
surroundings. The Summertime plan also includes
commercial premises where a crèche might locate.
If the possibility for commercial properties is
allowed in the residential complexes, it’s possible
to create a vibrant street life and attractive place
Amentties
Future for investment in
health care real estate
to call home.”
From time to time, De Boer organises roundtable
sessions with dissenters. “We examine whether
Project developer AM is also committed to Zuidas.
we have the right amenities in place. Do we want
“You can already see it occupying a special
to create a more subdued restaurant style or a
position in the city’s identity. It’s an extremely
boisterous night-out-on-the-tiles image? The area
attractive office location and is also growing in
already has a 24/7 license, so it’s easier for a disco
popularity as a residential area. What we have
to stay open until 6 a.m. or a baker’s to do business
learned with OpZuid [Ed. owner-occupied apart-
all night. We hope it will soon be possible to order
ments], is that if you come with the right product,
breakfast at any hour of the day, so that when you
people are happy to live there. Accessibility is
land at Schiphol, regardless of the time, you can
excellent: the station is close by, everything is
jump on the metro and enjoy breakfast at Zuidas.”
within cycling distance and the amenities are
The Dutch health care industry is on the threshold of a new era
marked by sweeping changes. Demographic developments are going
to have a major impact. The ageing population – there’s even talk
of ‘double-ageing’ – will place increasing demands on health care.
something of the London Docklands about it,
24
Although the development office will assume
which also developed around transport hubs.”
responsibility for ensuring a decent quality of
25
are having to take on more responsibility themselves.
life in the neighbourhood, Treffers is keen to stay
Balanced mix
involved and share Bouwinvest’s experiences in
Treffers is convinced that Gershwin will look
bouwinvest in amsterdam
At the same time, state support is being dismantled, so individuals
completely different in five years’ time when the
Michiel de Bruine, Head Asset Management Residential at Bouwinvest
planned housing developments are completed. He
and Erwin Drenth, Business Development, Marketing and Communications Manager at Bouwinvest
hopes that Bouwinvest will continue to enjoy the
Bouwinvest projects:
healthy relationship it has with the municipality
•De Heelmeesters: 197 rental apartments, 3,000 m² of office space and
and that a more balanced mix of projects evolves
which facilitate different target groups, including
This new order is also affecting real estate in
Pension funds
both the owner-occupied and rental sectors.
the health care sector. By creating a strict dividing
The biggest problem facing pension funds in
restaurants & bars, 130 apartments for first-time buyers and 65 car-parking
“That’s important for Amsterdam. First-time
line between home and health care, in future most
he decades ahead is the ageing population.
spaces, like De Heelmeesters, is part of the Eenhoorngebied.
buyers, young couples and international workers
people will be compelled to pay for nursing care
Some funds are nearing the point, or have already
must be given a possibility to live at a top-quality
and assisted living themselves. Only for the most
passed the point, where they are becoming net
rental sector apartments, 4,500 m² of retail space and car park with
location within the city limits. Bouwinvest has a
serious of health care cases (the so-called ZZP
payers. From this perspective, it may be wise to
205 parking spaces.
long-term commitment and we aim to retain the
categories 4 and higher) will it be possible to
consider investing in the health care market. It’s a
quality of the neighbourhood. It’s my wish that
use public funds to pay for accommodation.
double-edged sword: by investing in health care
when the owner-occupied market picks up again,
One consequence of this will be greater consu-
real estate, pension funds might benefit from what
the needs of these target groups can also be
merism, which will see individuals demanding
is their biggest headache: how to hedge against
Turnkey acquisitions:
properly addressed. It is vital that developers, real
high standards for their accommodation, while
ageing. Investing in health care real estate also
•De Halve Maen/Overhoeks: 86 rental apartments (BDI Residential Fund)
estate investors, housing corporations and the
also wondering why they’re having to shell out
presents an opportunity to meet a social responsi-
•Kop Zuidas: 75 rental apartments (BDI Residential Fund)
municipality keep talking to each other, so that
500 euros a month for 30 square metres.
bility, without losing sight of the fact that such
• Room Mate Aitana: 285 hotel rooms (BDI Hotel Fund)
new top-class projects can come about. I think the
•Mosveld neighbourhood shopping centre: approx. 8,000 m² in Amsterdam
municipality now understands this idea and that
car park, largely completed.
•De Feniks en Het Baken: 342 student apartments including 1,000 m²
•Stadionplein: 70 liberalised rental sector apartments, 30 regulated
•Redevelopment of retail premises at Damrak 70 (including C&A store)
and Nieuwendijk 196/Gravenstraat (for BDI Retail Fund).
Noord (BDI Retail Fund)
can only be a positive development.”
projects have to be financially sound.
Quality of life
good. Zuidas has an international character. It has
responsible in real estate
Rosorum
providers are close at hand so that 24/7 assistance
Health care fund
unnecessary risk. For that reason, we’ve decided
Bouwinvest recently entered into a partnership
can be guaranteed. If required, there should be
Over the coming years, Bouwinvest aims to invest
to take a softly-softly approach. We’re already
with Rosorum Residenties, an organisation
options to offer more intensive levels of care as
€300 million in the Health Care Fund. We’ll take a
gaining experience with Rosorum Residenties.
involved in operating exclusive residential
part of a natural process. These types of complexes
step-by-step approach, starting with those aspects
facilities with high levels of service and care.
are ideally suited to alternative uses, so in the long
we’re familiar with and gradually expanding this
The challenge is for hitherto unrelated parties
The main building of the Johannes de Deo hospital
run they could be used as normal residential units.
to attain a critical mass. We’re already offering
to start working with each other. Care providers
in Haarlem, for example, is being turned into a
investment services to the pension fund for the
and investors are now sitting down together at
complex of 34 luxury retirement homes, varying
construction industry (bpfBouw) and we intend
the same table. As an investor, we need a specific
in size from 60 to 120 square metres. Even if they
to make interesting propositions to other funds
return for our pension fund, but those returns are
too. It’s primarily pension funds that are perhaps
in a different league to those that care providers
doing this on the basis of expected yield, but it
are accustomed to. We have to be careful to avoid
also present opportunities for diversification.
a stalemate, simply because neither party wants
Health care is a different segment, with
to come out of its familiar corner. There are a few
different characteristics.
things about the new situation that are clearly
need more care in the future, residents will
be able to continue living in the complex.
The apartments are part of Bouwinvest’s
Residential Fund.
In terms of risk, the philosophy embraced by
‘We see an important future for
retirement and assisted living
complexes, with rents ranging
between €700 and €1,500’
different. For some developments, there is simply
Health care real estate could be an interesting
no data available, so they’re unpredictable.
it’s a niche market aimed at a top-of-the range
market for pension funds. Nevertheless, estimates
Together, we’re all trying to create a market
care segment which we expect to be less affected
on the required levels of real estate differ widely.
and build up a mass of evidence-based data.
There might be dozens of good reasons to not
Rosorum is very much in line with our own:
Institutional care
The Economisch Instituut voor de Bouw (EIB), an
group is accustomed to paying higher-than-normal
As part of our social responsibility, we’re also
economic think tank for the construction industry,
do anything, but conversely there are just as
living costs, so they’re more willing to pay extra for
looking at institutional care, nursing and care
has calculated that several million square metres
many good reasons to take action. We believe
a trouble-free retirement. Rosorum manages to
of space must be added to real estate assets.
in exploring this segment, but only in small,
26
Rosorum example mentioned above, these markets
However, there are others who argue that people
tentative steps.
levels with a personalised care plan. If, due to
are similar to hotels, i.e. there’s a single principal
will no longer go into care, so the millions of
unforeseen circumstances, the formula happens
leaseholder and a single cash flow. So, there’s no
square metres suggested are not needed at all.
Stay informed about the Health Care Fund of
to fail – which we believe is unlikely – we still have
individual tenant, but instead a trust or care
Everyone agrees that it’s a growing market,
Bouwinvest via: update.bouwinvest.nl/en/
a fantastic building in the centre of Haarlem that
provider, where the regime is dovetailed to the
but ideas still have to be developed about how
healthcare
can be put to an alternative use.
needs of the individual occupants. To this end, we’re
to maximise opportunities without running
looking at health care establishments that have a
We believe that the Rosorum concept is an
clear vision on how to deal with these developments
attractive one, but it’s also a niche one; so in
and that have such things as the following to say:
that sense it doesn’t resolve the future problems
“We’ll no longer provide accommodation for
of health care real estate. That’s why a health
the least severe cases the so -called ZZP 1 to 4
care fund is needed. It’s not surprising then that
categories, just care. To investors, we say: by all
Rosorum is in our Residential portfolio.
means, provide the housing, and we’ll deliver the
care and concentrate our efforts on institutional
Retirement homes and assisted living
care for the more severe categories ZZP 4 and 5.”
At Bouwinvest, our aim is to focus on the middleof-the-range section of the market. That’s where
We also believe in an assisted living concept which
we see an important future for retirement and
incorporates psychogeriatric care. There are far too
assisted living complexes, with rents ranging
many cases of elderly couples being split up and
between €700 and €1,500. What’s more, it’s a
having to deal with the effects of this themselves,
market we’re extremely familiar with. To this end,
often with distressing consequences. It’s precisely
the emphasis is on both living and care. Current
this combination – where there is a strict dividing
plans are focussing on medium-sized apartment
line between assisted living and psychogeriatric
complexes with around 50 to 60 units each to
care, but where partners can still live in close
preserve a human scale. It’s essential that care
proximity – which particularly appeals to us.
Photography: Daan Rhijnsburger
27
homes, and care of the mentally disabled. Like the
combine exclusive living and excellent service
by changes in regulations and policy. This target
poem
Net als Venetië trekt Amsterdam dag
en nacht narcisten aan. Het zijn de spiegels,
29
de diepe, zieke spiegels van de grachten,
het is het water dat je gevel rekt,
28
het water dat bekwaam de luchten vangt
en elke blik of kus op film vastlegt.
Narcisten! Laat in mei! Hun fraaie tred,
hun weergaloze kop: het komt op film.
Het is een drukke stad die aandacht wil
en krijgt. En jij staat bij het IJ en ziet
hoe beeld na beeld in de montagekamer
van het water glijdt en daar verdwijnt.
Een bijrol zijn we, ijdel, lang van stof,
en in een bijzin zullen we verdrinken.
Maar voor we uit het script worden geknipt
spiegelen we ons piekfijn aan het licht.
Amsterdam
Real estate investors, property developers and executive councillors all believe in Amsterdam’s
special gravitational pull, but how do (international) tenants view living and working in the
capital? Three tenants share their views of Amsterdam and tell us how they experience life in
the city and what Amsterdam means to them or their business.
Dutch poem Menno Wigman - Poet for the city of Amsterdam
1
Lynne Lawrence lives in the Het Kwartier
stays alive at night. “There’s no demarcation like
apartment complex close to the Olympic
in other cities. People live above a shop or office,
Stadium. It was her appointment as
which makes it a livelier place.”
Executive Director of the Association Montessori
Internationale (AMI) five years ago that brought
her to Amsterdam, where, from a small office,
a network of Montessori schools and training
centres is organised. Husband Steve and son
‘There’s no demarcation like
in other cities’
Jamie – a professional footballer with RKC
Waalwijk – moved here with her, and she has
another son, Tom, who is still studying in the UK.
For Jamie, there’s a massive difference compared
to London where he lived for 16 years. In his
It took them a while to find their current apartment
mind, Amsterdam seems small, but he adds that
with the three bedrooms they were looking for.
everything is easily accessible. “Everything feels
“There are lots of two-bedroom apartments in
local; it’s a nice place to live.” His strict training
Amsterdam, but one with three is difficult to find.”
routine means that he doesn’t have much time
For him, it’s more important to have two amateur
taken her to live and work in all corners of the
football clubs on his doorstep where he can play
globe, has grown attached to Amsterdam, a city
football with friends when he wants. He regularly
which she feels has many characteristics that
has friends over from London and some even
make it a great place to live. “The city is very
stick around because they like it here so much.
30
welcoming and with its fantastic public transport
Whether he stays in Amsterdam depends largely
31
to go out in the city centre or enjoy the nightlife.
Over the last five years, Lynne, whose career has
system it’s easy to get around. I travel a lot and
on where his football takes him. “When my career
now live just 15 minutes away from the airport and
finishes and if my parents are still living here,
15 minutes from the city centre. The canals are just
I may come back to be near them.”
two minutes away on foot and I’m a 15-minute
walk away from the Amsterdamse Bos, the city’s
Life in Amsterdam is easy for Lynne. “The city has
very own forest. It’s a wonderful place, we can
an international feel, but there’s also a real sense
choose between the countryside and the city.”
of familiarity. It’s easy to feel at home here, the
people are friendly, and almost everyone speaks
What’s more, Lynne adds, the shops in Amsterdam –
English which is really great for me.”
compared to other cities in the world – have held
on to their individuality, which makes it so much
On the other hand, Lynne feels that there really is
more diverse. She also points out the wealth of
a Dutch culture. “You can’t just plonk yourself in
museums and art galleries, the music and the
another country and continue living the same old
concerts. “Socially speaking, it’s got a lot going
way. The Dutch have a pragmatic, conservative and
for it, the choice of things to do and places to
open-minded attitude, which I’m trying better to
visit is amazing.”
understand. They can be pretty direct, you always
get a straight answer and that’s what I like.”
What she’s also noticed is that with its combination of shops, housing and offices, the city
Lawrence family Following Lynne’s
Jamie Lawrence have been living
Montessori’s vision. Steve is an
appointment as Executive Director of
at Het Kwartier in Amsterdam.
architect. Their son Jamie (21) is a
Association Montessori Internationale
From Amsterdam, Lynne flies
professional footballer who currently
(AMI) five years ago, Steve, Lynne and
across the world to promote Maria
plays for Dutch club RKC Waalwijk.
2
Under Armour,a performance sportswear
company which is active on the European
market since 2006, operating from its
Amsterdam headquarters which, appropriately
enough, are located in the Olympic Stadium.
“Our offices here are perfect for our brand and
‘The Netherlands’ central
location makes it an
ideal base’
our activities”, says General Manager EMEA
Matthew Shearer. “The surroundings and the
sporting history are a great match for our brand.
The only drawback was that the units weren’t
Everything we do is based on performance and
next to each other, so there was a lot of moving
the stadium has symbolized that since 1928.”
around between buildings. It was then that I
started taking serious steps to find a more
efficient workplace. Our company is based on
company – originally founded in the US –
teamwork and our people need to be together to
is targeting its efforts on growth across Europe.
challenge each other. The landlord worked with us
According to Shearer, the city provides easy access
so that we could get two adjacent units. We had to
to mainland Europe and the UK. “Our distribution
get rid of the walls to create one single large area.
centre is in Venlo, less than two hours’ drive from
Communication is important. In sport, players
our offices. What’s more, Amsterdam is home to
gather in the locker rooms to discuss things as a
highly qualified people from different cultural
team, so this is our locker room. There will be an
backgrounds who speak a wide range of languages.
Under Armour Experience in unit 11 that will
As a company, it’s a cool, efficient and productive
include a large video wall and a show room where
place from which to operate.”
customers, retailers, partners and athletes can
33
experience our brand and to know our team.”
32
From its base in Amsterdam, the sportswear
Since 2006, a lot of work has been put into
consolidating Under Armour’s base in Amsterdam
Shearer has been living in Amsterdam with his
and a network of business contacts has been
family for over a year now and he really enjoys it.
developed with distribution partners and vendors
“The longer I’m here, the more I like it. People
in major regions and countries in Europe. An office
ask me what I think about living in the city, and I
has just been opened in Manchester and according
tell them that it’s more like a village than a city.
to Shearer the company is looking for office space
The people who live here are really helpful and
in Germany too. “Our main focus is on key markets
have a multicultural attitude. It’s a very family-
and cities. As such, the Netherlands’ central
friendly place and everything is close-by and
location makes it an ideal base.”
within a bike’s commute, which makes it very
easy to get around. I love this way of life,
Rapid expansion since 2006 meant that the company soon outgrew the size of its office. The offices
at the Olympic Stadium have been expanded twice
since then. “We started off in unit 13. Once the
team grew, we needed additional space, so we
moved into unit 8, and then came unit 11.
Matthew A. Shearer has been working
and several regions in South America,
In addition to his activities for Under
at Under Armour since 2001 and is
Australia and New Zealand for eleven
Armour, Shearer was also in the
responsible for their international
years, he has been working and living
Canadian lacrosse team for a number
distribution. After working in Canada
in Amsterdam for the past year.
of years.
where people work hard and play hard too.”
Foreword
3
C&A has an illustrious 172-year history
“We’re currently finalising plans with Top Vastgoed
during which time the clothing store
who have been commissioned by Bouwinvest to
founded by the Brenninkmeijer brothers,
redevelop the premises. Once the construction
Mayors of major cities around the world
portfolio in the city, Bouwinvest is
are increasingly having a greater say in
currently developing a further six
Clemens and August, has grown into an interna-
phases have been scheduled, work will start at the
their affairs than their country’s prime
locations involving a sum of 400 million
tional business with 1,500 outlets in 20 European
end of the year. It’ll be a fairly complex operation
minister. Since international borders are
euros, which amounts to an investment
countries. The first store was opened in Sneek
becoming less and less distinct, a mayor of
of 10,000 euros per newcomer. It repre-
and others soon followed in Groningen and
a city such as Amsterdam – if he is doing
sents an effective investment, since
Amsterdam. The Amsterdam store on the
his job properly - can help consolidate its
Amsterdam has an undersupply of
Damrak has always played an important rol
status on the world scene. His task is to
housing in the liberalised rental sector.
and is viewed at C&A as the springboard for
muster all the support that is necessary.
In the long term, we are heading towards
European expansion.
‘This is the biggest renovation
I have experienced in my career’
a so-called Delta Metropolis, with The
Hague keen to expand its law-based and
The headquarters of C&A Nederland were also
because the store will remain open while
the Amsterdam Metropolitan Area stand
international institutions, Rotterdam
based here until the late 1980s and it was from
renovation work is being carried out. Only the
at the Expo Real. We strongly believe in
its transport and logistical services, and
these offices that collections were bought in
floors and the support columns will remain intact,
capitalising on the Amsterdam brand.
Amsterdam a greater accessibility and an
for its Dutch stores. With European expansion,
the rest will be gutted and fully refurbished.
Large cities like Amsterdam are able
effective knowledge-based infrastructure.
the fashion chain centralised its purchasing
It's the biggest renovation I’ve experienced in
to achieve wide support for on-going
This will bring about a Delta Metropolis
activities, with operations for women’s clothing
my career. It’s as if there’ll be a completely
development, attracting as they do
with dynamic regions, an effective infra-
moving to Düsseldorf and operations for men’s
new building.”
large numbers of people and economic
structure and a strong green lung at its
and children’s clothing moving to Vilvoorde.
activities, thus creating a snowball effect.
heart. This means there’s a lot of work
The European headquarters of the company are
This extensive overhaul will result in C&A’s first
In the last few years alone, 40,000 people
ahead for mayors and investors alike!
now in Düsseldorf and Vilvoorde respectively.
‘Flagship Store’ in the Netherlands. “We’re going
its large existing residential real estate
Colofon
Published by
Editorial concept
Bouwinvest
La Guardiaweg 4
Amsterdam
Dick van Hal, CEO
‘Real estate
investments in
Amsterdam are
inflation-proof’
PO Box 56045
1040 AA Amsterdam
Graphic design
T +31 (0)20 – 677 1600
Copy and editing
www.bouwinvest.nl
Bouwinvest
Monique Harmsen
Coordination and editing
Photography
Twan de Veer
Rob Zeedijk As Building & Real Estate
Print
Manager for the Benelux at C&A, Rob
Akxifo
Zeedijk is responsible for all tenancy
renovation. This new concept, designed by C&A
Building & Real Estate Manager for the Benelux,
Europe, was recently rolled out in Madrid and
the Damrak store still holds a special place.
Paris and is now being launched in Düsseldorf
“This is probably because it was the first large
and later in Amsterdam. These are large stores
store. C&A grew from this base in Amsterdam,
on lots of floors. In Amsterdam, the concept
so there have always been emotional ties with
will be modified: every flagship store will have
the city and this spot in particular.”
theme suited to the city. In fact, it will serve as
an example for all the other C&A stores in the
The 1960s building will shortly be given a complete
Netherlands”, explains Zeedijk, who admits that
facelift. The store is in need of an overhaul and
the 1960s look of the premises really does need
renovation will ensure that the space in the
a makeover. “The current plans, which include
building is used more effectively. “Only 60% of
the new façade, will do the Amsterdam store
the premises are being used at the present, the
more justice.”
a crying shame”, Zeedijk believes. There are now
plans to redesign the property so that it can be
4 Amsterdam:
the organizer
Cooperation inside and outside
35
35
Nevertheless, according to Rob Zeedijk, C&A’s
rest is empty; for the centre of Amsterdam, that’s
F +31 (0)20 – 677 1700
[email protected]
to implement our new store concept with the
inbeeld No.
No. 99 October
inbeeld
October 2013
2013
34
moved into Amsterdam. In addition to
This year, Bouwinvest will be manning
the metropolis
Executive Councillor, Caroline Gehrels,
agreements, property leases, expansion
He works with a 16-man team
and renovation plans – like those in
spread over the Netherlands,
Amsterdam – and maintenance.
Belgium and Luxembourg.
and Managing Director of amsterdam
inbusiness, Hilde van der Meer tell us
about the initiatives they’ve launched to
attract foreign companies to Amsterdam.
used in its entirety.
www.bouwinvest.nl

Amsterdam connects the rest of the world

Transcription

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