11-06-2012
Tutor: Robert Simon
CONCEPT DEVELOPMENT WESTERPARK DIGITAL ADVERTIZING BOOK
Diane Daniel, Menno Hoogeland, Maarten van Damme
Photo Book’s Inspiration
The inspiration behind creating this book and selecting this area in Amsterdam to advertise is simply
because of its sheer natural beauty. City life has its perks, yet could never compare to this breathtaking
serene park that allows one to escape from the hustle and bustle of the city to simply relax and enjoy
nature and the scenery. The authors of this book recognized this park’s attributes and wanted to raise
appreciation for it and the eco-friendly lifestyle it promotes.
Target demographic: young adults who also enjoy nature and the environment thereof.
Within this book we’ve selected moments in still imagery to portray the feel Westerpark offers the
community. What we wish to exhibit is not only the beauty of this park but the diverse activities one can
take part in. Whether it’s lounging; walking; exercising; cycling; family bonding, or enjoying an event. For
that extra youthful and vibrant feel, end the night dancing in the Gasfabriek.
A video was also made to advertise this park, entitled “A Day at Westerpark”
Click the following link for your viewing pleasure A Day at Westerpark
Pictures source: http://schlijper.nl/
Facts & History
The park includes a theatre, a cinema, an exhibition space and an events stage, bears the proud name of
Culture Park Western Gas Factory (Cultuurpark Westergasfabriek). What originally was a small 19th
century neighbourhood park, has been united with the vast area of the defunct municipal gas
installations.
History
The original park has been established in 1891. It served this
quiet, working class area of Amsterdam, which bears the same
name – Westerpark. Located behind the park was a gas factory
built in 1883 by British Imperial Continental Gas Association.
Both – the park and the factory were located at the straight
road leading to Harlem – Haarlemmerweg.
It all started to change in 1960’s. Resources of the natural gas
had been found in the North Sea. The gas factory became
obsolete. Since then its buildings were used only for storage, or just stood empty. At the same time a
strong anarchic movement of youth squatters (Dutch: krakers) by occupying some of the buildings saved
them from demolition. The aesthetical values also changed - the old city installations started to look
original, their architecture began to be valued. In 1989 old red brick buildings received the status of
industrial monuments. The whole area of the municipal gas and water installations has been remodeled,
trees planted and in 2003 Westergasfabriek has been opened to the public.
Westergasfabriek
The municipal large building divides two parts of the park – old
one and new - that of the former gas factory. It is not much of
the park yet, more a vast space with an art house cinema (Het
Ketelhuis) two good cafés full of young people, many offices of
starting up designers and fashion designers. At the back of
Westergasfabriek there is a long rectangular pool for kids,
perfect on a warm day.
The feel
While the old Westerpark feels like a regular small park with a few bronze sculptures and lots of green,
the newly added Westergasfabriek is more of an experimental suburbia. Young public and an avant-
garde atmosphere. Certainly interesting, when you have a particular event in mind.
Location:
Haarlemmerweg 8-10, 1014 BE Amsterdam
Source: www.amsterdam.info