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