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magazine #4. november/december 2012

Klaas de Boer, Dienst Zuidas

“We expect 19 new building projects in Zuidas, that’s pretty amazing.” MIKE JANSEN, PARTNER AT BAKER & McKENZIE

“Assisting Johan Cruijff was like running a marathon”

Kirsten van den hul ‘How often should we borrel?’: borrelen for beginners

SPACES, LITTLE NEW YORK AT THE ZUIDAS: “We offer a lifestyle environment.”

patrick brinkhof, securitas Working together on safety


INVITATION Hello Zuidas magazine and its publisher ASEGA Media invites with great pleasure all Hello Zuidas participants for an exclusive drink at “Business Monday”, the network event of the Masters of LXRY.* · Monday 10 December ‘Business Monday’ · From 17:30 to 19:00 · Deadline registration: Friday 23 November · For more information or registration, please contact:

Masters of LXRY

We hope to welcome all Hello Zuidas participants at the event!

After 10 successful editions of the most exclusive exhibition in the Netherlands, Masters of LXRY (formerly Miljonair Fair), will be moving from the Hollandcomplex to the renovated Europacomplex of the Amsterdam RAI. From the 6th to the 10th of December, we will be bringing together more than 300 leading companies in the luxury segment that will be exhibiting their products and services in stands occupying a total space of 20,000 square metres. Europe’s most well-known and prominent exhibition complex is the designated spot for true luxury lovers, for national and international brands, the Masters of LXRY.

*Maximum of two tickets per person. Registered as participant of Hello Zuidas. Limited amount of tickets available. Regular price of ticket: 75 euro.




Romy Lange Editor-in-chief Hello Zuidas

Plans for the future... Cold weather is on the way and the Zuidas will soon

enterprises in the Zuidas. After all, they can have a

be grey, grim and windy. So no more Friday night

huge impact on the diversity and liveliness of this area.

‘borrels’ on a sunny terrace, but luckily indoor

Which is precisely why we have tried in this issue to

networking can be just as much fun. Certainly if the

offer these firms a platform, and why we will continue

Oktoberfest at Oliver’s was anything to go by, as

to do so in the future. They provided all the editorial

nobody seemed to miss the outside setting.

content for the Food, Fashion & Fabulous pages. And to all you hard-working ladies in the Zuidas:

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The subjects covered in this issue of Hello Zuidas

I would also like to personally draw your attention

include the various construction plans for the coming

to the fact that Blush will be hosting a beauty day on

years in the Zuidas area. And there’s certainly no

23 November. A wonderful opportunity to take a

shortage of those! The new and spectacular Deloitte

break from the office.

building will be a wonderful addition to the area. In the cover story, Klaas de Boer talks about this and other

All Hello Zuidas participants are invited to ‘borrel’ on

plans for the Zuidas. Check out the article on pages

Monday, 10 December - Business Monday - at the

10 and 11, it will give you plenty to talk about at the

Masters of LXRY fair at the RAI conference centre.

coffee machine.

A perfect moment to get together for a chat just


before the New Year.

The next issue

Of course, the bigger and more prestigious projects

In the meantime, I wish you all happy reading with

of Hello Zuidas

attract the most attention, but that doesn’t mean we

this latest edition of Hello Zuidas and look forward to

is scheduled for

shouldn’t be telling the stories behind smaller

seeing you next year!

January 7th.

It was a beautiful late-summer day in September when I visited a promotional event for electric transport at Gustav Mahlerplein. My eye was drawn immediately to an electric bicycle with a design inspired by Harley Davidson motorbikes. The design was so appealing that I was on the bike in no time, taking it for a spin around the Amsterdam Zuidas. A man in a suit perhaps, but still a little boy inside. Is your company ready to make that move, to take the first steps in electric transportation? You can read more on the subject in the article about electric cars and bike sharing. Olivier Otten, director Hello Zuidas


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09. Klaas de Boer (director Dienst Zuidas) “The currently available property will have been taken in two year’s time.” 13. Trending Topics 14. Property 16. Martijn Roordink (Spaces) “We offer a lifestyle environment” 19. Column : Kirsten van den Hul Borrelen for beginners 20. Hello Zuidas – Mobilty - Free advice with the MKB mobility voucher - “Bikesharing is a great alternative in Zuidas” 22. Finance 24. Agenda Hello Zuidas 30. Hello YOU 32. Food, Fashion & Fabulous 34. Robin Chadha (CitizenM) “We show our guests that they are welcome in a very different way”

36. Mike Jansen (Baker & McKenzie) “The Johan Cruijff case was like running a marathon” 38. Housing 39. Hello Zuidas – Clean, Intact, Safe Working (together) on safety 41. Just Coffee Marry de Gaay Fortman & Hakima Mahyou 42. Rotterdam School of Management New frontiers in business education available on your doorstep 44. Eelco Gelauff (Rabobank Amsterdam, Markt Zuid) “We really feel like a part of Amsterdam and that means we’re not only doing business” 46. Hello Zuidas – Sustainability De ZuidKas – from idea to reality! 48. Colophon & Overview participants Hello Zuidas

With an excellent business climate, world-renowned educational institutions within reach, and leading companies in many sectors from many countries, the Zuidas has huge potential. The foundation Hello Zuidas contributes to the Zuidas by realizing a well functioning area. The goal is to promote a district that has international appeal, and high quality working and living conditions.,,, +31(6) 13 73 73 55


Virtual Office I Places I Box Office I Flexible Office Space I Totally Outsourced Office I Meeting Facilities

“What’s going on in Zuidas?” Zuidas will be a veritable hive of construction activity in the next few years, despite the fact that we are in the midst of a serious crisis. As we speak, thousands of square meters of residential and office space are under development. Anyone who thinks that the Zuidas is all about empty office blocks and homes should really come and take a look for themselves. Three years ago, the vacancy rate in existing


buildings was 15.5%, but this has since dropped to

In 2040, if both the A10 ring road and the railway

the current rate of 10%. Klaas de Boer, director of

tracks have disappeared underground, the Zuidas

the Dienst Zuidas bureau says: “Real estate

area should have a total of 8,000 homes. “Having

consultancy Jones Lang LaSalle analyses both

homes here is so important to making this area

occupancy and transactions on a quarterly basis

function properly. It adds life to an area. We’re

and their figures show that the vacancy rate is

placing temporary student housing on De Boelelaan,

dropping sharply. A while back, there was a lot of

near the VU. The OPZUID project has just been

space for rent and sale but that hasn’t been the

launched and there are still a few apartments for

case for some time now. In recent years, on

sale there, so we’ll have another residential complex

average 30 businesses have moved into the Zuidas.

in the Gershwin area, in addition to Django and the

Within two years all property will be taken.”

Miles Building. There’s going to be a lot of homes there, so it will be pretty busy, and lively. Finally, of

Office development

course, there’s the Kop van Zuidas development, on

The largest project due for completion in the near

the Zuidelijke Wandelweg, a private initiative with

future will be the Deloitte and AKD building. By the

spacious town houses.”

end of 2014, Zuidas will have an additional 40,000 square metres of sustainable office space. “That

Turn this page to see an artist’s impression

will be a real eye-catcher. We are also happy that

of the provisional and final designs for a total of

Akzo Nobel and law firm Stibbe have decided to

19 new buildings in the Zuidas area.

develop two new office buildings, with work and meeting places tailored to the ‘New Work’ concept.

Klaas de Boer, director Dienst Zuidas

The Zuidas also has two other projects at an advanced stage. G&S, together with UNStudio, Claus & Kaan and John Bosch are designing two large office buildings in the Gershwin part of the Zuidas and these will include a residential section. The design is truly magnificent and hopefully construction will start next year. Building on the ‘Scheldegebouw’ project near the RAI conference centre is set to begin very soon. This project will include a grand café, offices and exhibition space. There are also plans for a new hotel across from the RAI conference centre. And we are looking forward to another beauty, in the form of office pavilions, on Fred. Roeskestraat, which will make that street even livelier. In the so-called Kenniskwartier (knowledge quarter) the VU/VUmc university and medical centre are already adding a lot of new buildings, helping to create a beautiful, modern environment.”

+31 (0)20 700 5555 | | UN Studio | Parnassusweg 819 | Amsterdam Zuidas AMSTERDAM | ARNHEM | BRUSSEL | EINDHOVEN | HOOFDDORP | MAASTRICHT | ROTTERDAM | SCHIPHOL | UTRECHT

Text: Romy Lange • Photography: Aatjan Renders


Plattegrond zie document uitvouw

Trending topics Theo@Crow74 Dawn, looking out over #amsterdam #zuidas. Nelleke Poorthuis@Nelleke This is your space @ Spaces #Zuidas. Theo@Crow74 Putting together a crane with the help of an other crane #amsterdam #zuidas. Jurjan Adriaansens@Jurjan02 Lol! Een medewerker van AKD die me de les leest over leegstand! #zuidas. Robert Mazier@robertmazier Nieuw project op Zuidas Amsterdam @refdag Wist dat @RubenvanZwieten ambitieus was, maar 4500 km2? #redactiefoutje?. Vanessa Penn@Vanessa_VNO Blij met de Zuidas, krijg altijd energie van de afspraken die ik er heb! Pauline Westendorp@paulinewes Werken+borrelen in Moestuin? Zat13 okt! Va 13.00 uur handen uit de mo uwen in de Boleniusmoestuin van Ellen Mookhoek #zuidas #wkkippen. Joost Tadema@joosttadema @joostbastmeijer Kost dat? Zuidas prijzen? Peter Roeterdink@PeterRoeterdink Drie mooie gesprekken gehad, mooie successen besproken, op mooie lokatie langs de #zuidas, nu op #zonnig terras een mooie #duvel drinken! Kim-Pauline Post@KPPost Lunch met @Nelleke en de Webrangers tussen de modepopjes van de #Zuidas. Heb ik nu n pastamond? Sabrina Barmentloo@sbarmentloo Blijf een dorpsmeisje. Kan het nooit vinden op die #Zuidas... Cocq Makelaars@cocqmakelaars Auw! Sessie 2 !! @ Tandartspraktijk #Zuidas Maja@Fluffysilence Making the office a better place #Starbucks #GreenQueen #chocolat #nomnom #frozen #drink #zuidas. Melanie de Graaf@MeldeGraaf als dat geen gevoel van thuiskomen is :-) “@Nelleke: This is your space @ Spaces Zuidas. Dennis Voet@Dennisvoet @car2goAmsterdam Zie net een auto weggesleept worden van de Zuidas #terinfo :-((. Erik Jan Bolsius @ejbolsius Zit ik toch maar mooi de komende 3 weken met uitzicht op de # Zuidas te werken. Mooie nieuwsbrievenklus bij groot advocatenkantoor. Voxius Legal Search@Voxius Help de Amerikanen komen :-)! Rimpels in de #Zuidas vijver, goed voor de concurrentie en vooral voor inkoopkracht van ondernemingen. StanHuygensJournaal@stanhuygens Nooit eerder in de geschiedenis van Stichting Vakbekwaamheid Horeca werden 2 Meestertitels tegelijk uitgereikt in één restaurant: Bolenius. Olaf Lageveen@OptimalOlaf Naborrelen bij de 4 mijl (@ De Blauwe Engel). Joep Wijman@Wijma005 Lunch after good discussion at Microsoft awaiting talks at Accenture @ Gustavino. Paul Slettenhaar@Paulslettenhaar Zuidas is geen sec. vastgoedproject, ook maatschappelijke voorzieningen (sporten!), wonen, en recreatie. Dat maakt het tot een succes. #AFC. Anne Henkes@annehenkes naar WTC Amsterdam voor een sushiworkshop! Elsemieke van Aalst@LadyofJazz 90% v d treinen op station wtc zuid (amsterdam) rijdt niet. dan weet u dat. Sabrina Barmentloo@sbarmentloo Wel een gaaf uitzicht vanaf de 17e verdieping vanuit het kantoor van #Accenture. ITO toren #Zuidas #020.

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ik of de Zuid-As s avonds wel haar lichten uitdoet. Hermine Voûte@xHermine In de documentaire “ nooit meer slapen” komen de advocaten aan de Zuid As eraf als zielepieten die met plezier om 04.00 u het licht uit doen. Freek Roelofs@freekroelofs Op de Zuidas zojuist een @boercroon mede-partner op electrische scooter gezien. #duurzaam #goedbezig #1010 #dagvandeduurzaamheid #bc. Amanda@amandejong Gezellig op de zuid as een vrijmibo gedaan met collega’s, leve de ns business card! Lang geleden dat ik in trein zat voor mn gevoel... Steven Båss@fjetz Het logo van het ABN-gebouw op de Zuidas knippert. Daar zit iemand zich echt te vermaken. Henk Horsman@HHorspower Leuke plek om te overleggen.....#HNW in praktijk! @ Koetjes en Kalfjes. Guido Dukker@guidodukker Not just another day at the office. @ Spaces #Zuidas.




Spaces expands its Zuidas operations ZUIDAS – Spaces, the supplier of workspace in top locations for small businesses and entrepreneurs, is expanding again. On 1 October 2012, the company added some 7,500 m2 office space, 50 flex stations, 114 parking


spots and 10 conference rooms to the space available to its customers, in a building adjacent to its current office premises. Spaces Zuidas rents the two buildings in

Every edition of Hello Zuidas magazine features the latest Zuidas-related property news.

the Zuidas from CBRE Global Investors. Both are

Send your property news to

investments by the CBRE Dutch Office Fund, a non-listed property fund.

Amsterdam Mayor keen to work on capital’s European ambitions the opportunity to make it into the top four or five most

JLL: Amsterdam’s Zuidas best office location in the Netherlands

successful regions in Europe, Amsterdam Mayor

ZUIDAS – The Amsterdam Zuidas area is the top Dutch

Eberhard van der Laan said at the De Stad van de 21e

office location of 2012, with Beatrixkwartier district in

eeuw (The City of the 21st Century) conference, recently

The Hague a distant second, according to property

organised by the Dutch arm of non-profit organisation

consultant’s Jones Lang LaSalle’s Office Location Ranking

Urban Land Institute (ULI).

2012. The city centres of Amsterdam, Rotterdam and

ZUIDAS – A location like the Zuidas gives Amsterdam

Deputy mayor sees major opportunities for Zuidas

Children test sustainability of WTC Amsterdam

ZUIDAS – Amsterdam city councillor Maarten van

ZUIDAS – A group of children recently tested the

Poelgeest represented the Dutch capital for the first time

sustainability levels of the World Trade Centre in Zuidas

Van der Laan explained that Europe currently has 20 to

The report was the first edition of a large-scale study into

at this year’s international property fair Expo Real in

using Breeam-NL Junior, as part of the Dutch Green

25 strong economic regions. In the coming years, this

the quality and sustainability of the Dutch office market.

Munich. “My message,” Van Poelgeest told Property EU

Building Week. The project initiator, the Dutch Green

will be reduced to four or five top regions that will be at

It covered 50 municipalities and involved 232 office

in an interview, “is that multifunctional areas offer greater

Building Council, developed the new, free educational

the forefront of the development of Europe. In addition to

locations, all of which were assessed on the key themes

opportunities in the office market.” He said the Zuidas

programme in a joint initiative with Eco Schools with

London and Paris, he said regions such as Berlin,

Location, Quality and Market & Policy based on a total of

area was a perfect example of how successful mixed-use

financial support from the ALCOA Foundation.

Barcelona and Frankfurt were all candidates. But, the

40 criteria.

complexes can be.

The aim of the new teaching method is to make children

mayor added, the ‘Amsterdam metropolis’ is also in with

“The Office Location Ranking 2012 provides an overall

The Hague came in third, fourth and fifth respectively.

more aware of sustainability and to show them that

a very good chance of being part of that top echelon of

picture of the quality and future prospects of the Dutch

According to PropertyEU, German investors are the

simply thinking about the subject can help you come up

metropolitan areas. Perhaps not in terms of sheer size,

office market,” said Michael Hesp, Head of Research at

largest group of real estate investors in the Netherlands

with your own solutions to make your environment more

but certainly in many other areas where the city has

Jones Lang LaSalle Dutch office. “We are providing the

with a total of EUR 3.5 billion invested in the country.


distinguished itself internationally. Amsterdam has strong

parties that signed the Covenant on the Approach to

Van Poelgeest said Amsterdam has excellent examples of

trump cards in a wide range of areas and Schiphol Airport

Vacant Office Space on 27 June 2012 with an overall

mixed-use areas that are attractive for investors, even if

The children gave the WTC a thumbs up and handed the

and the Zuidas region are just two of them. But Amster-

insight into the Dutch office market. It provides those

the average vacancy rate (17%) is something of a cause

first ever Breeam-NL Junior certificate to WTC director

dam’s main attraction for international companies is that

parties with a basis to develop area plans and identify the

for concern. Van Poelgeest said the redevelopment of the

Christiaan Huijg. The building has had the real Breeam-

it has the allure of an international city, which means that

so-called Growth, Balance, Limitation and Transformation

area around Amsterdam Arena stadium, home to Ajax

NL certification for some time.

expats see it as a great place to work and live.

areas in the Netherlands.”

FC, is already proving successful, and he sees plenty of


opportunities for the Zuidas area. He also promised

At the presentation, Huijg was also handed a report with

international investors that the city’s council will be more

points for potential improvements. One of the children

restrained in future when it comes to selling development

felt that ‘the director should order everyone to wear a

land in less attractive locations.

sweater to work, so the heating can stay off’.


Live Facebook

Little New York at the Amsterdam Zuidas

Companies, freelancers, entrepreneurs and investors: all business service providers can find a spot at Spaces. Flexibility and social needs are getting more and more important these days and Spaces provides an excellent response to that need. “The most important aspect of working is coming home, but when you work at home, you don’t come home, because you’re already at home. Once you’ve been here, you’ll be inspired by the stories you’ll hear and the people you’ll meet.Everything is very transparent and that is why we call this a kind of ‘live Facebook’. It’s a very large building, with a total of 18,000 m2, but everyone shares the ground floor and we believe that’s very important. We also call this Little New York. We make sure that it’s a low-threshold environment where you can make contacts immediately. That also makes working more fun,” says Roordink.

Spaces is a brilliant concept for enterprising workers. After all, they are discerning in terms of quality,

Everything available

clear choices and they want to belong somewhere. They also want to be successful and they want to be

In addition to the flexible work spaces on the ground floor, entrepreneurs can also rent separate office

inspired. For them, office space is of secondary importance; it is the energy they get from their environ-

space when they (temporarily) feel the need to be in a ‘productive environment’. “We believe that in the

ment that matters. They need a roof over their heads, but most importantly they need an extensive

future companies will be smaller and will remain small. That’s due to technology and the way people

social network. “The traditional office market has never properly catered for the needs of enterprising

organise their network structure. We have shorter lease contracts. For us, contracts are not the most

workers. What we offer is not just a work space; we offer a ‘lifestyle’ environment. Here, the office is an

important thing, contacts are. If that’s the added value, then people will always stay around. There’s a

extension of the person,” says Martijn Roordink, one of the owners of Spaces.

good chance that you will be more successful at Spaces than somewhere else, because everything is available here. People who work here have a certain sense of pride; they’re at Spaces and want to be a part of it. The enterprising worker is also someone who deliberately chooses certain brands. The office market has never really catered to that group effectively. We don’t just provide an office; we also provide a lifestyle environment. Here, the office is an extension of the people who work here.”

“A business model we believe in” Spaces is a success story because it serves a very specific target audience. Despite this, Roordink didn’t really see the rapid growth of his company coming. “The average age of the people who work here is between 32 and 40. We clearly target that group and that makes us different from the traditional office market. We have a total of 111 companies within Spaces and more than 50 per cent of those are international firms. People with an international perspective are really looking for a social environment, so they fit right in here. We are growing a lot more quickly than we expected and this is the business model we believe in. It is fully geared to current trends and nobody has really responded to that effectively until now. For a long time, we saw small and medium-sized businesses opting for office spaces in the Amsterdam Oud Zuid area or grand buildings on the canals, but those days are gone. Nowadays, they want to be part of a larger community, because it is livelier there.” Spaces. For now only in Amsterdam, but they have the ambition to grow and open Spaces in more main city’s. Follow them to stay up to date. For more information visit the website

SPACES. Inspiring and professional meeting & event locations. Spaces offers inspiring and stylish meeting & event rooms in the Business Clubs for groups up to 100 persons. The Business Clubs are open to everyone and situated at the best locations in Amsterdam. Spaces understands the importance of your meetings and therefore we are happy to compliment your meetings or events with special desires. Feel free to ask us anything. Phone number +31 (0)20 240 24 10 or e-mail


Text: Romy Lange • Photography: Wouter van Ierssel


Borrelen for beginners


With Amsterdam Schiphol International Airport, the RAI Convention Center and the city centre only minutes away by public transport, Crowne Plaza Amsterdam-South is one of the best situated hotels.






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To be completely honest, I am not much of a

close deals over drinks, but we definitely lay the

“borrelaar”. So I don’t usually hang around for

foundations here. It’s all about networking.”

drinks after work. Maybe it’s because I prefer a

Putting our first lesson into practice, we approach

Diet Coke over a draught beer, or maybe it’s

one of the few women at the bar. “Yes, it’s all

simply because I just don’t have the time, or the

about meeting people. That’s why I prefer to come

wish to make the time. But, as friends and fellow

alone. It’s much easier to mingle when you’re all

Zuidassers keep telling me, I am missing out. Big

by yourself.”

time. So a friend and I decided to embark on an

So how often should we borrel? And when?

exploratory mission and dive into the wonderful

“We do this two or three times a week,” says an

world of borrels - informal networking events,

investor. “Thursdays and Fridays are by far the

usually involving drinks and snacks - at Zuidas.

best nights.” We can tell. As Nooon and its

That Thursday night, our journey started at Nooon

neighbour De Blauwe Engel are getting even more

in the main WTC building. First impression: lots of

crowded, we’re off to the other side of Zuidas:

guys. Dress code: suits, no ties. We arrived early,

to Dickys, where, we were told, local bankers go

but by around six it was slowly but surely getting

for their after-work beers.

crowded. “You’re so much better at this than

“Here, you’ll find two kinds of borrelaars,” says a

I am,” I overheard a man say to his companion.

broker. “There’s the professional, who’s all about

“Follow me,” his friend replied, and they hooked

business, and there’s the recreational borrelaar,

into a going conversation. “When in Rome…,” as

who is only out to have fun. I’m of the latter kind,”

the saying goes, so my friend and I decided to try

he adds with a smile. “As soon as people start

mingling. After all, we were on a mission. Time to

talking shop, I’m out!” We ask him if he has any

get some advice from the pros.

words of advice for us dummies. “Sure: join us

“There’s nothing like the borrel culture at Zuidas”,

more often!” That’s a deal: we’ll be back. Hasta

says an older real estate man. “We don’t exactly

la vista baby!

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Text: Kirsten van den Hul • Photography: William Maanders


Companies with 25 to 250 employees can make use of an MKB voucher for a free study of how their

Thanks to the growth of the Zuidas in combination with all the current work

employees can work and travel more effectively. Triple Ace, the catering and conferencing provider in

going on there, the accessibility of the area is likely to come under a fair amount

Zuidas, recently made use of the small mobility voucher, to have a mobility scan carried out by economic

of pressure. Accessibility consultancy Verkeer advies is therefore working

consultancy Decisio.

closely with the Green Business Club and Hello Zuidas to minimise that

Mark Hufken, branch manager at Triple Ace, was quick to take advantage of the voucher for his company. Using the answers to a questionnaire, consultants Ruben Loomans and Martijn Lelieveld from Decisio had no trouble mapping out the travel habits of Triple Ace’s employees.

Free advice with the MKB mobility voucher Small investment of time

Verkeer advies is currently evaluating, is an

The travel habits of the employees indicated that

interesting idea.”

“Bikesharing is a great alternative in Zuidas”

Triple Ace did not need a bike plan.Hufken: ”Bike

pressure. We spoke to Marc Vervoort of Verkeer advies, the project leader for the pillar ‘accessibility and mobility’. Together with a number of companies in the area, he is working hard to keep the Zuidas as accessible as possible, and in as many ways as possible. And that also includes by trusty bicycle. At the initiative of the Green Business Club and Hello Zuidas, Verkeer advies is mapping out the options and the criteria for a collective bike-sharing project in Zuidas. A bike-sharing scheme would give a number of employers joint access to a fleet of (electric) bikes, which their employees could use for shorter distances for everyday business.

International bike phenomenon Bike-sharing is a popular phenomenon in countries like Germany, France and Spain. In Zuidas too, bike-sharing would be a quick and easy way to travel to a business appointment in the city. It makes looking for a parking spot a thing of

parking is free and safe in Zuidas, but the situation

Using the MKB voucher did not waste any of

the past, along with the high costs of parking. If fewer people travel to work by

is very different outside the employees’ homes.

Triple Ace’s time with piles of paperwork. Hufken:

car, because it’s no longer necessary for business traffic, we need fewer

What’s more, we have a lot of young people

“Decisio took care of all the paperwork. All in all,

parking spaces. And more employees travelling by bike leads to less absence.

working for us who mainly use public transport.

it took two hours at most to sort everything out.”

All good reasons to join in.

Because we’re open in the evenings, and also for

The mobility scan led to the large voucher to

social safety reasons, we prefer public transport

introduce the suggested improvements: Triple Ace

The latest generation of electric bikes is of the very highest quality, and they

over bikes. That said, a collective bike-sharing

wants to take out public transport subscriptions

are something of an eye-catcher in everyday traffic, something that was

project at the Zuidas, a plan mobility consultancy

and offer its employees a better range of public

confirmed at the carpooling session on September 13th this year. The electric

transport options.

bike is a good alternative for the car and a lot better for the environment.

Triple Ace has clearly benefited from the scan:

Hip riding

”Cost savings is clearly an important issue,

The reasons for companies to join such a scheme are many and varied. For

certainly in the current economic climate, but this

one, it offers them a chance to beef up their sustainability policy as well as

is also very effective in terms of making us an

offering their employees a very attractive secondary employment condition.

attractive employer and a sustainable business.

The initial exploratory phase revealed that companies find the image of the

As an employer, you want to communicate the

means of transport extremely important. It has to be a concept with vision:

message to your employees, guests and potential

innovative, striking, fun and hip. And that is just right for a real Zuidas project.

employees that you are green and socially engaged, a message that goes further than our


sustainable coffee, which is also delicious by the

To realise this concept, Verkeer advies has already held talks with various

way”, the branch manager says.

bike-sharing suppliers. Verkeer advies has asked these suppliers to submit their best propositions, based on a number of set criteria. A selection of

More information?

these will be pitched at the joint meeting of Hello Zuidas and the Green

Companies can apply for an MKB voucher at

Business Club, which will be held around the publication date of this issue

Decisio. Their advisors have been designated by

of Hello Zuidas. to carry out the mobility scans.


Please contact Martijn Lelieveld via

Are you interested in the possibilities of bike-sharing in Zuidas and

The mobility vouchers are valid until the end of

have not yet been approached? If so, contact Marc Vervoort at

December this year. or by telephone at (06) 14 00 35 61.

Text: Charita Plet • Photography: Ewout Doorman

Text: Marc Vervoort, Charita Plet • Photography: Vincent Mars



The Netherlands is the first European country to implement AIFMD

Dutch pension funds among best OECD performers

The Netherlands became the first country to adopt the

Dutch pension funds were among the best performers in

European Commission’s stricter regulations on hedge,

the OECD countries last year, according to a new report

private equity and real estate funds. On October 2, the

by the Paris-based organization.

Dutch Parliament passed the Alternative Investment

Pension fund assets in OECD countries booked an

Fund Managers Directive, sending it to the Senate for

average negative return of -1.7% in 2011, but Dutch funds

debate on October 9.

booked an increase of 8.2%. Denmark was the best

The Dutch Parliament amended the AIFMD to exempt

performer with 12.1% and Australia was third with 4.1%.

fund vehicles pooling assets exclusively for pension

Dutch pension fund assets were equal to 138% of

Every edition of Hello Zuidas magazine features financial news

funds. The AIFMD deals with stricter EU regulation on

the GDP, the highest ratio among the OECD countries.

related to the Zuidas district, Amsterdam or the Netherlands.

alternative investment fund managers offering alternative

On average, pension fund assets were 67.3%. Iceland had

Send your financial news to

investment funds, ranging from hedge and private equity

the second-highest ratio at 128.7%.

Source: Holland Financial Centre

fund products to real estate investment funds. The fast implementation is the result of a coordinated effort of the Ministry of Finance, the Dutch regulator AFM and market participants.

The Netherlands leads the way in crowd funding via a bank platform

Together with the existing tax rules for alternative

A bank-based crowd funding platform for entrepreneurs

top rated countries as a potential business location for

pursuing socially responsible objectives as well as solid

asset managers and their funds according to the KPMG

financial results.


investment funds, the Netherlands is now between the

Crowd funding began in the United States in 2004, and it has already become hugely successful. It initially focused primarily on financing creative projects and charities,

This success prompted ABN AMRO and various partners,

Dutch inflation stable at 2.3% and unemployment rate is second lowest in Europe

including Stibbe N.V. and a number of universities,

The Dutch inflation rate remained at 2.3% in September,

to conduct a study of the crowd funding phenomenon.

the national statistics office, CBS said. Inflation has now

The results of the study led to the launch this year of

been stable for three months., a crowd funding platform designed to provide

According to European harmonized figures, the Dutch

funding for entrepreneurs requiring between approxi-

inflation rate is 2.5%, also unchanged since August.

mately EUR 20,000 and 150,000.

Average inflation in the Eurozone is 2.7%.

with groups of supporters pooling their resources, usually small amounts of money, to fund such projects.

12 Dutch universities feature in new Times Educational rankings Twelve Dutch universities feature in the latest Times


Investors can invest a sum starting at EUR 50 in compa-

The Dutch jobless total may have risen this year but it

Educational World University Rankings’ top 200, making

nies that want to earn a profit but also aim to have a

still remains the second lowest in Europe, the national

the Netherlands the third-best performing country.

positive social impact. In return investors receive a

statistics office said.

Only the US (76) and Britain (31) have more universities

product or a service from the relevant company, and a

Calculated according to international definitions, the CBS

in the top 200.

financial return on their investment if the company is able

said 5.3% of the Dutch working population was officially

But despite the strong Dutch performance overall,

to achieve its objectives. In the Netherlands crowd

unemployed in July. Austria has the lowest unemploy-

none are in the top 50. Leiden is the highest ranked Dutch

funding is developing apace, and has been particularly

ment rate at 4.5% and Luxembourg, Germany and Malta

educational establishment, in 64th place, having over-

successful with regard to books, films and music.

have jobless rates which are well below 6%.

taken Utrecht which is now ranked 67th.


Agenda Zuidas Amsterdam

november - december 2012 Next magazine will be published @7th of January. Mail us your agenda. Deadline: December 10th. Email:

15 November 2012 Helpdesk Zingeving Zuidas Young professionals meet and talk with elderly people, other young people, refugees and people with a history of psychiatric problems. Thomaskerk Zuidas, Prinses Irenestraat 36, 1077 WX Amsterdam

8 November 2012

19 November

Regus Amsterdam Business

17.30 – 19.30, simple meal included

Reading Olympic Stadium,

23 November through 2 December

District drink

behind the scenes

Kunstvlaai Art Festival

It is with pleasure we invite you to the

‘The man who organised the Olympic

You are cordially invited to come visit

Regus Amsterdam Business District

Games by himself’ is a novel about the

the Kunstvlaai: Festival of Independ-

drink, on the 8th of November 2012,

beauty of mismanagement and the

ents, INexactly THIS - Holland’s

16.30-19.00 at the Regus WTC.

ridiculousness of deadlines, and

largest festival for independent art.

Should you be interested please

dispels for good the old adage that

INexactly THIS organizes lunches and

register by the 5th of November via

taking part is more important than

tours at the festival, together with You

winning. Ron van Dijk is married and

23 November 2012

AimAtArt. To register or for more info:

are more than welcome to bring a

has two children and a soft spot for

B-day @ Blush!

large-scale events. He is now facing

Women take note! On 23 November, Beauty & Skin clinic Blush is organising a

Festival location: (Former) Sint

Every Friday

his greatest challenge yet: organising

beauty day! On this B-day (Blushes, Beauty & Botox), you can ask for free make-up

Nicolaas Lyceum Amsterdam, Prinses

Cocktail happy hour @ citizen

the Olympic Games in the Nether-

advice and a skin analysis. Blush has also arranged for a dermatologist, who will be

Irenestraat 21, Amsterdam Zuidas

Most countries, like Scotland, drink to

lands and Belgium.

answering any questions you may have about botox. So join us for drinks and snacks

Opening hours: daily from 12.00 to

good health. In Turkey, they drink to

Olympisch Kwartier library,

and meet the beauty specialists at Blush!

21.00. (The festival is closed to the

honour, in Costa Rica to pure life and

Laan der Hesperiden 18

Gustav Mahlerlaan 316 B, 1082 ME AMSTERDAM

public on 26 and 27 November).

in Bengal to joy.

(Ticket with OBA library card E 3.75/

t: 020-626 6036, e:

In China and Japan you drink to dry

normal ticket E 7.50) 20.00,

the cup. At citizenM we drink to them

Erik Jan Harmens, poet and writer.

guest, please also register their name and company name.

all and offer you an intriguing menu

23 November 2012

so you can join in. citizenM says:

Opening “RSM Amsterdam Office”

drink to good health, joy, pure life or

Rotterdam School of Management, Erasmus University (RSM) is celebrating the

9 November 2012

a dry glass.

opening of its new office in Amsterdam’s Zuidas business district –becoming a more

Friday JAZZ

Every Friday 17.00 – 18.00

responsive partner in business education and research. The event will consist of a

17.30, Fitch & Shui, Zuidplein

citizenM Hotel,

presentation by Dean of RSM Steef van de Velde followed by drinks and networking.

Gerard Kleijn & Friends

Prinses Irenestraat 30

Time: 16:00-18:30 hrs Location: Fitch & Shui, Strawinskylaan 77 Invite only. Contact if you would like to attend.



Agenda Zuidas Amsterdam

november - december 2012 Next magazine will be published @7th of January. Mail us your agenda. Deadline: December 10th. Email:

13 December 2012

12 December 2012

WTC Business Club end-of-year

The story of Christmas by

social event

Ruben van Zwieten

WTC Amsterdam Business Club is

“What does this story tell us in this

closing the year on 13 December in

day and age?” Every year around

Brasserie Fitch & Shui. Members

Christmas time, Ruben van Zwieten

and invitees are welcome from

tells the story of Christmas in the

17.00. The network event will end at

Thomaskerk church. In this story,

26 November 2012

6 December 2012

11 December 2012

13 December 2012

which is punctuated by musical

Medical self-awareness

Classical music in collaboration

Facebook creates loneliness

Philosophy at the Zuidas with

intermezzi, he reflects on this day and

In 2030, you will carry a passport with

with the foundation Stichting

Social media: are they loneliness

Cees Veerman and Ad Verbrugge

age from the perspective of the story

your DNA profile? How do you live

Musicians Worldwide

machines or do they help lonely

“The ideal of Bildung is more than

of Christmas. Afterwards, there is an

with the knowledge that you have a

Trio Merain comprises harpist Mirjam

people make contacts? Facebook

maintaining a pretty Facebook page

opportunity to have a drink together at

terminal disease and with whom do

Rietberg, mezzo soprano Mieke

encourages narcissism, according to

and a talent for twitter. It is also about

the Blauwe Engel bar in the WTC.

you share that knowledge? Join in the

Manschot and violist Katya Woloshyn.

philosopher Stine Jensen.

making an effort for something.”

20.15 to 23.30

discussion between experts including

The programme includes classical and

In Debate on Campus, Jensen will

Former cabinet minister Cees

Thomaskerk Zuidas, Prinses

Professor Erik Scherder and Professor

traditional music from Scotland,

discuss the statement ‘Facebook

Veerman is a strong believer in the

Irenestraat 36, 1077 WX Amsterdam

Daniëlle Posthuma, both from the VU

Wales, England and Ireland and has

creates loneliness’ with Professors

social relevance of education and


been performed by Trio Merain.

Theo van Tilburg and Peter Kerkhof,

16.30 – 18.30, VUmc,

11.00, Bibliotheek Buitenveldert.

both from the VU university.

13 December 2012

simply to satisfy your curiosity,

De Boelelaan 1117

W. v. Weldammelaan 5

16.00, Campus, VU University,

Christmas market WTC

but also ultimately to improve the lot

18 December 2012

(ticket free with OBA library card/

De Boelelaan 1105

On Thursday 13 December 2012, the

of mankind.

The Big People Meeting Dinner

normal ticket E 5.00)

(tickets E 10 non-members).

annual Christmas market will take

Time: 16.30, Symphonys,

Meeting of young professionals with

place in the World Trade Center

George Gershwinlaan 22-28

elderly people, young people, refugees

around 19.30.

research. You do not practice science

Amsterdam. Here you will find lovely

and people with a history of psychiat-

10 December 2012

Christmas presents, art, fashion,

ric disorders.

Hello Zuidas borrel @ Masters

jewellery, food and drinks. And our

17.30 - 20.30

of LXRY (participants only)

lunch concert orchestra will be

Thomaskerk Zuidas, Prinses

From 6 through 11 December, the

performing live Christmas carols.

Irenestraat 36, 1077 WX Amsterdam

Amsterdam RAI conference centre

plays host to the Masters of LXRY fair,

The market will be open between

6 December 2012International Airport, With Amsterdam Schiphol

at which visitors will be able to see and

10.00 & 16.00 in the central hall of the

Live Music at Manhattan

buy the most extraordinary, authentic

A-D tower. There is no entry charge

Lounge Bar @ Crown Plaza

and coveted products and services

and all are welcome. Stop by and


from the Netherlands and abroad.

support charities, shop for your

14 December 2012

George Gershwinlaan 101

Hello Zuidas participants have

Christmas party outfit and tasteful

Friday JAZZ

received an invite from ASEGA Media

gifts for family and friends!

17.30, Fitch & Shui, Zuidplein

For reservations: 17.30 untilCrowne 20.30 Plaza Amsterdam - South

publishers and will visit the Masters

10.00 – 16.00, lobby WTC

Gerard Kleijn & Friends

the RAI Convention Center and the city centre only minutes away by public transport, Crowne Plaza Amsterdam-South is one of the best situated hotels.

George Gershwinlaan 101, Amsterdam , 1082 MT, Netherlands Hotel Front Desk: +31-20-504 36 66 Hotel Fax: +31-20-504 36 26

of LXRY exhibition on ‘Business Monday’, the biggest networking day in the country.


Limited free tickets for Hello Zuidas participants


Free coffee with the purchase of a croissant


Conditions: • Valid at both AH to Go stores at station Zuid WTC • Valid in the period November and December • Not valid in combination with other offers

Station Amsterdam Zuid/WTC T-lights down from € 3,95

€ 2,95

Conditions: • Valid at Sissy-Boy store station Zuid WTC • Not valid in combination with other offers • Valid from 12 November through 2 December


€ 1,-


on a coffee of your choice

Conditions: • Valid at Julia’s store station Zuid WTC • Valid until 31 December 2012 • Not valid in combination with other offers


ON THE ROOF FILM FESTIVAL Tuesday 4 – Friday 7 September Vrije Universiteit Amsterdam

Masters’ inauguration Sunday, 7 October, 14.00 PM Bolenius

• Scoop for Amsterdam; sold out over 600 visitors. • Evening films, video art, debates, food & drinks. • Linking pin for programming: Metropolitan areas. • Hello Zuidas reception on Friday. • Partners VU Connected, Cineville & theoneminutes, Van de Jong. • Kirsten van den Hul presents key-note speakers. • Sponsored by Hello Zuidas, Beam Systems, Dienst Zuidas, VU.

• More than 300 guests attended the event. • Luc Kusters and Xavier Giesen were inaugurated as Master Chef and Master Host respectively. • This was the first time ever that two professionals from the same business have been awarded an SVH Master title in one year; they were both inaugurated on the same day . • Top chef and TV presenter Robert Kranenborg handed out the official SVH medals at the end of the ceremony.

Party, opening, reception or farewell drink @ Zuidas? Mail us:


Photography: Taco Nijssen

Photography: Wouter van Ierssel


A 25% discount on the entire bill max 6 persons per voucher valid trough novembre and december 2012

food, fashion

not valid with any other promotions only valid at wagamama zuidplein 12


Baker Simon Meijssen now delivers in the Zuidas! Simon Meijssen’s bakery in the Zuidas, on the Zuidplein in the WTC building, is the place to be if you fancy delicious croissants, cakes and of course a perfect loaf of bread. But now we also deliver in the Zuidas area! Send an email to

Christmas is coming!

Between the Amsterdam RAI and the Beatrixpark, you will find the stylish

Fancy a dinner or a cooking workshop with the whole team?

white winter world of Zuidpool! From October to March, Zuidpool is a unique venue in Amsterdam for exclusive business events, weddings, Christmas dinners and other winter festivities for groups up to 1100 guests. Are you planning to organize an event during the winter of 2012? Please contact the sales team on +31 (0)20 616 86 60 or visit for more information about Zuidpool and its facilities.

To welcome you at our day spa/skin clinic HEAT is right on the Zuidas, and can accommodate groups from 15 to

Lets have a steamin’ hot winter!

250 persons. HEAT also has restaurants aan ’t IJ and in Hoofddorp, with

Zuidpool Europaplein 22 1078 GZ Amsterdam

Manicure by OPI 30 minutes for 20 euro

own veggie gardens.

Express facial treatment 30 minutes for 25 euro

Christmas 2012 workshop menu: • Mushroom consommé with truffle raviolo • Roasted scallop, celeriac cream, herb salad and fennel seed and lemon vinaigrette • Sake and yuzu spoom • Pheasant rouleau with sauerkraut, bacon and mustard seed crisp and potato mousseline • Cinnamon bread french toast with spiced ice cream and fried apple

Gustav Mahlerlaan 316 B 1082 ME Amsterdam

Arnold Schonberglaan 9

T: 020-62 66 036

1082 MJ Amsterdam


T: 020-737 12 72


E: for an order form.

“Staying at citizenM is a lifestyle choice” Robin Chadha and his partners had for years been frustrated with the old-fashioned way hotels were

alarm themes and more for an ambient room

being run, so they came up with their own idea. They created a concept that abandons all traditional

experience. The rooms are relatively small, but

elements and makes staying the night a lifestyle choice. Five years ago, this resulted in the first

that’s a deliberate choice. When you’re at home,

citizenM Hotel, where comfort is given the highest priority and the guest is the focal point. A guest who

you spend more time in your living room than in

appreciates fashion and culture and who likes to move in a modern environment. “You won’t find a

your bedroom, right? So that’s why the lobby is

chocolate on your pillow in our hotels. We show our guests that they are welcome in a very different

designed to function as your living room. These

way,” says Robin Chadha.

contemporary living spaces are equipped with Vitra furniture, ideal for resting, meeting, watching television or working. It’s also great to see how


Breakfast between 7.30 and 10.00 is old-fashioned

hotel for the new generation of travellers

quickly people make contact with each other this

The fact that citizenM is not a standard hotel is

The Netherlands currently has two citizenM hotels,

can socialise with each other.”

immediately clear when you enter the lobby. You

one in the Zuidas (at the corner of Prinses

won’t find a desk where you queue to check in; you

Irenestraat/Beethovenstraat) and one at Schiphol

check yourself in at one of the ultra-modern kiosks

Airport. The chain focuses primarily on business

citizenM hotels must all have the same DNA

near the entrance. “It is all a lot quicker and easier.

travellers, but also regularly welcomes tourists

Robin’s ambitions on the hotel front are not limited

Nobody wants to queue after a long trip. When you

looking to spend the night. “If you are tech savvy

to the Netherlands. He and his partners recently

arrive at our hotels, check-in is a matter of minutes

and like a modern interior, you’re in the right place.

opened hotels in London and Glasgow and have

and then you can go straight to canteenM to grab a

This hotel is obviously not for everyone, as our

plans for three additional hotels in London. The

portion of sushi. But if you’re more in the mood for

main target audience is the new generation of

company is also planning to open two hotels in

breakfast, then that’s possible too, 24 hours a day.

travellers. We call them mobile citizens of the

New York, as well as in Rotterdam and Paris. “A

We have moved away from the notion that guests

world. But older people who are in touch with the

number of years ago, our target was to build 20

have to follow certain rules, like having breakfast

times and have a young mind will also enjoy

citizenM hotels. But we can now see that the

only between 7.30 and 10.00. Surely that concept

staying at our hotels. We have devoted a lot of

number doesn’t matter. As long as all citizenM

is hopelessly out of date! The hotel industry has

attention to the décor and you’ll find a lot of art in

hotels have the same DNA we can also start

always stayed the same, but we are moving with

the hotel. Our 215 rooms in the Zuidas area are all

franchises. Our intention is to be a real lifestyle

current trends and demands. I don’t think you can

furnished in a contemporary style, including iconic

brand. Our numbers show that guests who have

charge extra if guests want to use WIFI or watch a

Vitra pieces. But we also believe that good beds are

stayed here once will keep coming back. That is

movie. Here, we have computers that guests can

important. After all, our guests are in a hotel to

how we know we are on the right track and that we

use free of charge, for instance to print their digital

sleep. The showers are real eye-catchers, with a

are offering good value. People like a hotel with a

plane tickets. It is a service that we believe guests

round shower cabin, ambient lighting technology

modern touch and a fresh interior and don’t need a

really appreciate. And yet, we can still keep the

and a power rain shower. All rooms have a

chocolate on their pillows.”

room rates low. You have a fantastic room here for

MoodPad, which controls the television, window

around 100 euros a night.”

blinds, temperature, coloured lighting, wake-up

way. We believe that’s important too, that guests

Text: Romy Lange • Photography: William Maanders

citizenM has a four-star rating and is perfect for corporate guests. It is located in the middle of the Zuidas area and easy to reach. For more information please go to:


“Assisting Johan Cruijff was like running a marathon”

and defended Johan Cruijff from a corporate law perspective,” Jansen shares. “As a team, we successfully defended our clients, which has resulted in the nullification of all appointment decisions of the Supervisory Board of Ajax. This case was like a marathon; once you have finished, you are pleased with what you have achieved. However, the entire process required incredible concentration and persistence without any guarantees for a successful outcome. An interesting side note is that quite a few universities have contacted us to request for additional

Mike Jansen, a highly ambitious mergers and acquisitions lawyer, has been with the law firm Baker & McKenzie since 1995. He was made partner in the Dutch office in 2001 and international partner in 2004.

information, as they intend to use this case as an example for law students.”

After several years on the Executive Board of Baker & McKenzie Amsterdam, including a stint as Chairman,


Jansen is back practising law and dealing with clients of which a great number immediately knocked on

Another of Jansen’s recent cases was one of the

his door. As a result, he was straightaway occupied with a number of major cases.

largest hostile takeovers of the past few years,

“The last years have been quite successful for me and my team and I am very happy about that. The switch

Dockwise’s acquisition of Fairstar. Jansen explains:

from being Chairman to my practice is not an easy one and you can only hope that your clients remain loyal.

“This was an interesting and complicated case and

So far, it has gone extremely well,” says Jansen.

our strategy was partly dependent on the market and the buyer, since Fairstar was the subject of the takeover. Fairstar opposed the acquisition for a long time, and our team acted as their advisors. In the end, we negotiated a settlement between


transaction did cause a big stir, largely because a

The Russian firm Lukoil, a new player on the Dutch

major new player was entering the market. The

petrol market, hired Jansen for the acquisition of a

substantial amount of media interest in the deal


number of petrol stations. “This is not one of the

was still pretty unexpected.”

Despite the negative media reports on the economy, Jansen is still involved in a number of

largest deals we have been involved in this year,


the buyer and Fairstar.”

but it was a key deal for our client. In recent years

Johan Cruijff

major transactions, and he expects these to be

Lukoil has acquired a number of petrol stations in

Another case that hit the spotlight was the Johan

completed in the near future. “Investments and

Belgium to build up a sales market. However, the

Cruijff case. Mr. Cruijff is probably one of Jansen’s

acquisitions are still being done despite the crisis

Mike Jansen (1967) specializes in corporate law and has an

Belgian market simply is not big enough. So they

most famous clients. “In addition to mergers and

and the uncertain situation in Europe. Therefore,

extensive experience in public and private mergers & acquisitions,

were looking for opportunities in the Netherlands

acquisitions, my practice also covers stakeholder

we still have a number of very interesting chal-

private equity and venture capital work, as well as corporate

and the first chance came about in the south of the

advising and the Johan Cruijff case falls within that

lenges ahead of us.”

advisory work. His clients include US and European mulit-nationals,

country. My client is aiming to make it possible to

category. Cruijff was a member of the Supervisory

drive from Rotterdam to Vladivostok only using

Board at the listed football club AFC Ajax N.V. and

Lukoil petrol stations. The company has a clear

was side-lined in that capacity. He needed legal

Mike Jansen

growth strategy and is looking for a greater market

assistance. This eventually resulted in legal

Partner Baker & McKenzie

share in the Netherlands. Therefore, this has just

proceedings in which we represented a group of


been a start in a series of future acquisitions. The

Ajax youth trainers from a labour law perspective

T. 020-551 7555

Text: Romy Lange • Photography: William Maanders

but also large and mid-size domestic corporations.



Working (together) on safety

‘Kop van Zuidas’ looking for last eight buyers By mid-2014, the residents of the housing project ‘Kop van Zuidas’ will be able to move into the apartments they designed. The apartment building is located on the site of the old ROC buildings (which will be torn down), adjacent to the popular Zuidelijke Wandelweg. The project, consisting of luxurious penthouses, town houses with large gardens and spacious apartments, is the brainchild of a group of individuals who place a high value on sustainability and comfort. Hello Zuidas interviewed three future residents of the ’Kop van Zuidas’ initiative.

economic location in the Netherlands, as even a

safety is something we should all be able to take for granted

quick look at the Hello Zuidas website makes

Safety – together with a clean and intact environ-

abundantly clear. It now covers more than 400

ment – is one of the four pillars of Hello Zuidas.

office buildings, with enough space to accommo-

Securitas is extremely pleased with this focus.

date 30,000 working people. Not to mention

After all, as one of the security organisations

The Zuidas area has become an important

restaurants, hotels, schools, plus childcare and

active in the Zuidas, we can now make an even

Frank Oosterbeek

Eva Bakker

sports facilities. And of course it is also a place

greater contribution towards that safety.

Frank Oosterbeek is one of the initiators of the ‘Kop

“We have been living in this area for a long time and we

where people live, currently with 400 homes

Securitas believes that safety at home, at work,

van Zuidas’ project. He is about to move into one of

had no real desire to leave. New Amsterdam housing

and a target of 9,000! In short, the Zuidas is an

during travel and in life in general is something

the penthouses with his family. “We are living in an

projects like IJburg and Nieuw Sloten didn’t appeal to us.

area where safety naturally plays a crucial role

we should all be able to take for granted. The

apartment on Stadionkade, in the old southern part of

Then I got a tip regarding a new building project that was

in the daily lives of residents, people who work

intensified cooperation will now help us to work

the centre of Amsterdam (Oud Zuid). We have always

due to start up near our neighbourhood. That was great

there and visitors alike.

even more effectively on that very important pillar

wanted to design something for ourselves and we’d like

news for us! Our home is getting too small for our family

of safety. And you, as a resident or visitor to

to have a spacious home, which is difficult to find in our

needs and buying something bigger in this area was

current living area. Now we are getting a 220 square

simply not feasible financially. But now, we’ll have a new

a safer residential, leisure and working climate

metre home at an attractive price. It’s great to see that

home with about 150 m2 living space and more than

In Zuidas, cooperation between the various

Do you feel unsafe in certain situations?

the project is going so well and that there are few

enough outdoor space, which is wonderful for our two

public and private parties active in the area – such

Have you experienced burglary, vandalism, theft

apartments still available. I am also pleased to see that

children. We also love the fact that we’ll be living so close

as the fire department, the police and security

or intimidation? If so, share it with one of the

the project is attracting enthusiastic, enterprising people.

to the city centre, and yet if we were to go in the opposite

organisations - is vital to the creation of a safer

above-mentioned organisations. That’s how we

The first meetings with prospective buyers for the last

direction, we’re in the country in no time. Given that there

residential, leisure and working climate.

can work together for a safer Zuidas.

eight homes will start soon.”

are plenty of construction experts in the building group,

By sharing and analysing information, together

we know the project is in very safe hands. I am looking

we can ensure a safer environment. During the

forward to moving, so I can’t wait for them to finish.”

Hello Zuidas management meeting on October

Marcel Joosten Marcel has lived in Amsterdam his entire life. He has

11th, we therefore agreed to intensify the coopera-

been looking for a new place to live for quite a while, but

tion between security organisations, tenants and

it has to be in a trendy area. “A 200 square metre home

the police. This means, amongst other things,

is difficult to find, if you want to live close to schools,

that the security organisations active in the area

public transportation and shopping areas. There is the

in future will share even more information with

‘real’ Zuidas, of course, but I prefer this area because it’s

each other and with the police. And in the coming

a bit more ‘urban’. I’m glad the building is climate-neutral,

months we will be working on an efficient

so we’ll have low energy bills. The development of this

information exchange system to make sharing

area is a really interesting project, and I expect it to

information even easier. This system will improve

become the new centre over the next five to 10 years.

insight into the security situation in the area. For

The new Noord/Zuidlijn metro is currently under

instance, it will include registration the areas for

construction and you’re close to the A10 motorway.

which 112 emergency calls are received, how often

My wife and I are in our late 40s and at our age this is

and where emergency responses take place and

the kind of thing that you do for the one last time. This is

what kind of incidents occur in the Zuidas area.

Zuidas, are an important source of information for us! Have you encountered unsafe situations?

where we want to grow old together.”


Text: Romy Lange

Text: Patrick Brinkhof • Photography: Wouter van Ierssel


Koninginneweg wine store: wide range of services and extraordinary wines

Young, university graduate and ambitious ‘Society has to resonate in my work’ Amsterdam’s VU University is bursting with talent. Young graduates and near-graduates full of ambition and ideals. Human capital, therefore, ideal for all those companies based in the Zuidas area, companies that – despite the crisis – are always looking for top talents. But how do they track down these young graduates?

There are few people who can talk about their professions with such passion as Nyckele Sap. He runs the Wijnhandel Koninginneweg wine store, which has been around for almost 100 years, with extraordinary passion and dedication. This is what makes it such a unique store, with remarkable wines, extraordinary service and inspirational tasting sessions and courses.

Via “Just Coffee”, an initiative of VU Connected aimed at

“Excellent. Keep on setting yourself new goals,” says De Gaay

reducing unemployment among young graduates by putting

Fortman. “But do it step by step.” Hakima: “That is part of our

them into contact with potential employers through network-

problem. My generation literally wants everything in one go.

ing meetings. On 17 September of this year, this initiative led

Sport, music, study, being socially engaged … everything is

to a conversation between Marry de Gaay Fortman, a 25-year

important.” “Actually, you’re making real progress if you can

veteran lawyer at Houthoff Buruma and Hakima Mahyou, a

see that so clearly yourself,” remarks De Gaay Fortman. It’s

law graduate looking for a job.

obvious to her that Hakima will find her way.

Socially active Hakima recently completed her Master’s degree in constitutional and administrative law. She is currently adding the final

Quality, know-how and attention to detail

their birthday.” It’s ideal. The services of Nyckele and his

touches to her thesis for a Masters in military law. Hakima is

The secret probably lies in the personal attention Nyckele

team offer are more than comprehensive. “We deliver

also very socially engaged and has worked at both the legal

devotes to everything and everyone who happens to

our high-quality wines personally on our company scooter

aid organisation Rechtswinkel and at Amnesty International.

encounter his wines. Where else could you find a store

complete with mini-trailer. When necessary, we can

“That’s a good sign,” says Marry de Gaay Fortman, who also

where the owner personally knows each and every vineyard

deliver later in the evening, and the wines can be chilled,

worked for Amnesty when she was a student. She stresses

owner he buys his products from? So each bottle in the

too, if needed.”

that students have to broaden their horizons during their time

shop is not only of excellent quality; it also comes with its

Nyckele also organises regular tastings and master classes

at university: “The essence of our profession is that you are

own story. And Nyckele is more than happy to share the

at the store, while he and his team offer their clients the

prepared to work for another person’s interests. So it’s

Just Coffee

stories and more about these – often organic – beauties,

opportunity to take a recognised wine course (WSET). And

important that you’ve also been socially active and engaged.”

Hakima is a perfect example of the young graduates at the VU

and to give tips on wine and food combination if you need

while the delivery service, sometimes with extra information

them. After all, Nyckele also worked as a chef for many

from Nyckele, is excellent, the shop is also well worth a visit.

University who are keen to put their skills to use for a

Human rights

company based in the Zuidas area. Would you like to track

years. This shop is an eye-opener for beginners and makes

Hakima’s thesis is about how responsible the Dutch state is

down some hidden talent? If so, you can. On 27 February

connoisseurs right feel at home.

for human rights violations when it sends military units

2013, VU Connected, together with New Urban Collective and

abroad. Hakima: “Human rights are enormously interesting.

TANS (the network of Moroccan-Dutch professionals) and in

Just like the relationship between citizens and the state. That’s

cooperation with the WTC Amsterdam Business Club, is

why I studied constitutional and administrative law. Society

organising a first meeting between talented students and

has to resonate in my work.”

CEOs based in the Zuidas. Companies can register for this

Comprehensive service But Wijnhandel Koninginneweg does more. They also

“We personally deliver our high-quality wines everywhere.”

organise social gatherings with fine wines and snacks and mini-workshops on location, which have helped make many

event at VUConnected. (Tel: 020-5986653)

a corporate party a big success. The store’s calendar

Wijnhandel Koninginneweg

Permanent education

service is also extremely popular with customers in the

Koninginneweg 143

Hakima is a not a big fan of sitting still. She is already busy

VU Connected is the civic network of Amsterdam’s

Zuidas area. Nyckele: “We make sure that everyone listed in

T: + 31 (0)20 - 662 52 50

applying for jobs and once her thesis is finished she is

Vrije Universiteit (VU), VUmc and

the calendar finds a special bottle of wine on their desk on


planning to take a number of modules in private law.

VU Windesheim.


Text: Jasmijn Beerthuis • Photography: William Maanders


New frontiers in business education available on your doorstep

Management education is no longer a choice for

Fuel your future

those wishing to further their career. Time spent with

RSM plans to offer the following open programmes for executives

leading academics, and other top level colleagues,

in Amsterdam. For more information please email or call:

gives professionals an opportunity to deepen the insights gained from the professional experience.

Bradley Lang

The feedback received from course participants,



whether on Executive MBA courses or evening study

T: +31 (0)20 820 1832

T: +31 (0)20 820 1830

sessions, is that the extra study gives them models and language they had been aware of but maybe

• RSM Diploma Programme

couldn’t fully explain or respond to adequately.

• Essentials of Leadership • The Strategy Consultants’ Approach to Problem Solving

Now Amsterdam business people will be able to

• Finance for non-Financials

attend courses on business, finance, leadership,

• Brand Strategy

problem solving, or branding close to their place

Rotterdam School of Management, Erasmus University (RSM) will officially open a new office in Amsterdam’s top business district on 23 November, bringing its executive education and recruitment possibilities closer to Amsterdam’s top companies. Theo Backx – RSM’s acting head of Executive Education and Organisational

of work. Each of these provides a way to update previous knowledge or understand in the context of more recent developments.

Development (EEOD) – explains why he made the decision to open a new location, and what benefits it will

The kickback for RSM is that it will be at closer

bring to businesses in Amsterdam.

call when companies in Amsterdam need an academic advisor to call. At the same time it can become a more responsive portal for a large number

Theo Backx is former Managing Director of Sony

For businesses this means a more responsive partner

Europe and was RSM’s long-standing Executive-

in management training, providing advisory services

in-Residence before he took up the post of acting

and networking opportunities to business.

head of Executive Education and Organisational Development (EEOD) for the school earlier this year.

of its alumni. “The relationship we have with our alumni is of utmost importance” explains Theo. “Our focus is on

“We must not forget that effective communication is

enhancing the networking potential and appeal of

a two-way process” explains Theo “It is equally

RSM’s global community. The recently formed

“Business education is an extremely dynamic and

important to listen. That is why listening and being

Alumni Affinity Groups-the sector-specific network-

competitive market,” he says. “RSM is one of

responsive is at the heart of our strategy.”

ing channels- serve as an excellent example of the

Europe’s top-ranked business schools, but there’s

type of community value we can offer.”

no point sitting back on our reputation and asking people to come to us, we need to go where people

Relationships with alumni are just a part of the

want to be educated.”

wider RSM strategy to have closer ties to business, one that Theo says, is essential for

RSM is ranked number 7 in Europe, and is one of

RSM to keep delivering its outstanding education

Europe’s top three business schools in terms of

and research: “Only by intimately understanding

research in business and management. On top of

the needs of business can we provide businesses

that, its excellent links to business have allowed it to

with the education, knowledge and insights

deliver a first class education to current and future

they need to stay ahead of the game.” By creating

business leaders for decades. Opening an office in

a more open, dedicated channel for its business

Amsterdam will bring the school into more frequent contact with the Amsterdam business community.


partners in Amsterdam, RSM takes a closer step Theo Backx, executive in residence at RSM

to doing just that.


“We really feel like a part of Amsterdam and that means we’re not only doing business”

Eelco Gelauff Rabobank Amsterdam Markt Zuid


020 777 78 75

Amsterdam has the ambition to be amongst the

Van Baerlestraat 102c or Minervalaan 64 Amsterdam

top five most innovative cities in the world and Rabobank wants to be part of that, Gelauff says. “So we are very active in the Chamber of Commerce. We conduct numerous economic

Rabobank Amsterdam Zuid serves one of the six markets in which Rabobank Amsterdam is active. The branch in Zuid focuses specifically on Private Banking, start-up companies and companies with annual turnover of up to 10 million euros. Eelco Gelauff was recently appointed director of the ‘Markt Zuid’

studies in and around Amsterdam on how the city can operate as effectively as possible. We look for connections with various types of entrepreneurs and we are active in their networks

branch and responsible for all these teams. “We are very active and committed to entrepreneurs.

locally, but also outside of Amsterdam. We truly

wour bank unique. We also work with the so-called Cooperative Dividend, whereby the profits of Rabobank

feel a part of this city and that means that we not

Amsterdam flow back into Amsterdam society. It’s very special,” says Gelauff.

only do our banking business. For instance, healthy food for people is also a priority for us. We have noted that many people only eat unhealthy foods, which can result in diabetes. So we are also trying to connect to those people and try to help them with various initiatives until

Not just a bank

from all walks of life or with the bank’s client

The Rabobank has always been involved in art

groups. One of the projects we are involved in is

and culture and developing talent, but also with

the Resto VanHarte restaurants. They have

Rabo’s 20,000 members

minorities. The bank supports a wide variety of

restaurants at several locations in Amsterdam,

Rabobank Amsterdam has around 20,000

projects through sponsoring and donations but

aimed at people with a small budget or people who

members at the moment, with almost 3,500 of

also with manpower and advice. “The Rabobank

are socially isolated. The restaurants provide

these in Amsterdam Zuid. The bank has a special

wants to be right in the midst of society. Our

those people with an opportunity to have a

connection with them. “These members are clients

offices in Amsterdam very much want to be

three-course meal in a social setting. It brings

on the one hand, but also very important stake-

connected with the city. We actively look for the

people from the neighbourhood together, and puts

holders on the other. Stakeholders who also decide

connection with what is going on in the city and,

them in touch with each other. Rabobank employ-

what happens to part of the Rabobank profits.

for instance, often see that it is home to people

ees regularly help out in those restaurants. We

Six formally elected members in Amsterdam Zuid

who need more assistance than they are getting.

help make sure the restaurants look and feel cosy,

together assess what is needed in the Zuid district.

The Rabobank feels committed to the wellbeing

work as waiters, even clean the dishes. We also

We support talent development or self-sufficiency

of the city and expresses this through sponsoring,

cook for our visitors and share the meals with

in society, but also initiatives in field art and

but also through the payment of cooperative

them. Naturally, I’ve done this too and it’s an

culture in Amsterdam Zuid. We see this as

dividends. We actively support various initiatives

excellent initiative.”

extremely important and a factor which absolutely distinguishes us from other banks.”

and use these efforts to try to connect to people


there is a structural solution.”

Text: Romy Lange • Photography: William Maanders


De ZuidKas - from idea to reality! Let’s make the Zuidas livelier, more functional

lively centre in Amsterdam. The Green Business

and more flexible is the message behind the ZuidKas

Club is organising a meeting on 13 December at

concept, the winner of the ‘sustainable area develop-

15.00 for anyone interested in contributing to

ment’ expedition held during this year’s Dutch Green

the development of the ZuidKas idea. If you

Building Week. The event saw four separate work-

couldn’t make it to the expedition, but are still

shops run by BAM, Siemens, Zuidpark and the

interested in finding out more, please send an

Zuidas organisation battle it out for the title best

e-mail to

‘Duurzaam DOEN’ (sustainable ACTION) idea for the Zuidas area. The Siemens-sponsored ZuidKas project was picked as the winner at the well-attended closing event, organised by the Zuidas organisation, the Green Business Club and Hello Zuidas.

ZuidKas in a nutshell: -U  rban farms providing restaurants with local produce. - Temporary and mobile student housing

A sustainable, vibrant, lively centre in Amsterdam

- Creating lively communities - Energy efficient solutions, such as solar-

If realised, the nearby VU University will use the

panelled roofs, seasonal thermal storage

ZuidKas as a greenhouse and for research

and an energy-generating water tower.

purposes. The project aims to provide a temporary solution for existing public spaces and to realise the original plan of creating a sustainable, vibrant,

Call for Participants Sustainable practices in business Hello Zuidas is joining forces with the Zuidas organisation and the Green Business Club to write a sustainability report on the Zuidas. For this report, we are looking for best practice examples in the fields of • Accessibility • Public Space • Community • Property • Energy If your company has experience implementing sustainable practices in one or more of the above fields, and you are prepared to share this publicly, or if you would like more information on this project, you can contact us at


Text: Taco Nijssen • Photography: Veronica Bacova

Participants Hello Zuidas – November 2012 If your company isn’t on this list, please contact ABN Amro Accendium Accenture Akzo Nobel Amsterdam in Business Amsterdam RAI APG Arcadis ASEGA Media AVIS Autoverhuur Bagels & Beans Baker & McKenzie Bank of Tokyo-Mitsubishi Beheer Brouwershoff Beheermaatschappij WTC Amsterdam Bereikbaarheidsmakelaar Verkeer advies BLUSH Beauty & Skin Clinic Boekel De Nerée Bolenius Breevast CBRE B.V. citizenM Cofely College-Club Crowne Plaza Amsterdam South De Brauw Blackstone Westbroek Dienst Zuidas Amsterdam DTZ Zadelhoff, Agency Amsterdam Duisenberg School of Finance Eetwinkel Zwaan Ernst & Young Accountants LLP Expatcenter Amsterdam Fortron B.V. G&S Vastgoed Galerie Modern Gerrit Rietveld Academie Greenberg Nielsen Green Business Club Zuidas Gustavino B.V. HAB International Accountants & Consultants HB Hairstylers Hello Sushi Hestia Kinderopvang Het Amsterdamse Bos Holiday Inn Amsterdam Holland Financial Centre Holland Interplan B.V. Houthoff Buruma ILFC Aviation Services (Europe) IMC Financial Markets Amsterdam ING Rayon Amsterdam Zuid West JCDecaux Nederland B.V. Kardan Kempen & Co Koetjes en Kalfjes Linklaters Loyens & Loeff Maarsen Groep Beheer B.V. Markit Mech Make & Take Miles Building Mood for Real Estate MultiCopy Nederland B.V.

My Best Team Ever NDI ICT Solutions NEWNRG Nick & Delano NL Real Estate Novotel Amsterdam City NS Station Zuid Oliver’s Ontspits Openbare Bibliotheek Amsterdam ORAM Pathé Phisage Beauty & Wellness Property NL B.V. Puramis Consultancy Qbic Hotels Q-Park Nederland Rabobank Amsterdam Markt Zuid RBS Regus RSM Amsterdam Office Russell Reynolds Associates SANTOS LUXURY Schiphol Real Estate Season-Flowers Securitas SLFMD Tailoring Spaces Stadsdeel Zuid Star Meal Stibbe Sushi Time Symphony’s Tandartsenpraktijk Van De Veer TAXI-E The Bank of New York Mellon TPEX The Change Agent The Office Operators Transcore Management Triple Ace Vimpelcom Vrije Universiteit Amsterdam VU Connected VU Medisch Centrum Wagamama World Trade Center Amsterdam WTC Amsterdam Business Club WTCafé De Blauwe Engel Your Assistant Zingeving Zuidas Zuidas Travel Zuidschans

Colophon Foundation Hello Zuidas Strawinskylaan 61 - 1077 XW - Amsterdam, NL + 31 (0)20 333 7441 - Our goal: With an excellent business climate, world-renowned educational institutions within reach, and leading companies in many sectors from many countries, the Zuidas has huge potential. The foundation Hello Zuidas contributes to the Zuidas by realizing a well functioning area. The goal is to promote a district that has international appeal, and high quality working and living conditions. Magazine Hello Zuidas is issued by ASEGA Media: Parnassusweg 819, 9th floor - 1082 LZ - Amsterdam (UN Studio-gebouw, Zuidas) Goirkestraat 90 – 5046 GN – Tilburg, NL P.O. Box: 9202 - 5000 HE – Tilburg, NL +31 (0) 20 820 3976 - + 31 (0) 13 545 3298 -

Editor-in-chief: Romy Lange Management/Sr. Sales: Bob Oostelbos Sales executives: Romy Lange, Karin Starreveld, Nicole Pak Art Director & Graphic Designer: Bart Bruggemann Final Editor: Chris Weterings Translation: Garry Piggott Editors/contributors: Olivier Otten, Eline Hoogendijk, Ewout Doorman, Romy Lange, Kirsten van den Hul, Taco Nijssen, Patrick Brinkhof, Jasmijn Beerthuis, Wilrik Kok Photography: William Maanders, Wouter van Ierssel, Max Thijssen, Aatjan Renders Interns: Sarah Bekkering, Veronika Bacova Editorial advisory board: Sasja Albersen, Jeannette Driessen, Olivier Otten Thanks to: PropertyNL, Jeanette Driessen, Holland Finance Centre, Talien Willems, The Office Operators, Esther Goldstein, Chris Weterings, Klaas de Boer, Dienst Zuidas, Mike Jansen, Eelco Gelauff, Rotterdam School of Management, Robin Chadha, Martijn Roordink Printed by: Drukkerij Gianotten

Do you have a message for the editorial team or would you like to place an ad? Send us an e-mail at

Print run each edition: 20.000 copies Circulation: It’s a free magazine for Zuidas. Each edition comprises 20.000 printed copies. It will be distributed by promo teams, loose circulation, HRM departments of companies op Zuidas to guarantee reaching the (sub) target groups of Zuidas, Amsterdam and Schiphol. Frequency: Six times a year, (bi-monthly)* (*four times in 2012 )

Copyright: © 2012 ASEGA Media. All rights reserved. Nothing appearing in this magazine (information, pictures, images) may be copied or reproduced, in any manner whatsoever, unless explicit permission has been given in writing.


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