AMS 8 2018-2019

NR 8 2018-2019

AMS Amsterdam in business

Broadening the Amsterdam experience International schools a class of their own Technology: using AI to build a future-proof city

CONTENTS

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Introduction – Jozias van Aartsen, Acting Mayor of Amsterdam New in Amsterdam – from beach offices to big data, business is ever-changing

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A class of their own – education in the Amsterdam Area Column – the highs and lows of relocating abroad European Medicines Agency – what the relocation means for Amsterdam Photospread – Amstelveen in full Cherry-Blossom bloom

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In style – why the world’s biggest fashion brands are setting up shop in Amsterdam MediaMonks – behind the scenes at one of the world’s leading creative production companies How internationals live in Haarlem – Lara and Guy Interview amsterdam inbusiness – Hilde van der Meer

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Part I: Relocating the easy way

Part II: Getting creative

Cover feature: Broadening the Amsterdam experience

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Putting the Amsterdam brand to work for the entire metropolitan region

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Technology – Artificial intelligence (AI) is taking off How internationals live in Almere – Mona and Haitham Health and wellbeing – the life sciences initiatives working for a healthier future Canon – blazing a trail in ‘Japan on the Amstel’ Events in Amsterdam – the mustn’t-miss dates for your diary Impact Hub – doing business while doing good

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Mover and shaker – using data to move around the smart way How internationals live in Hoofddorp – Jayadev and Sreeja KLM – compensating carbon emissions through the CO2ZERO programme One big idea – meeting the region’s real estate demands

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Part III: Building a better future

Part IV: Smart mobility

Fact and figures

Amsterdam in Numbers – fast facts and key stats on life in the Dutch capital Partners – business partners throughout the Amsterdam Area Map – a bird’s-eye view of the Amsterdam Area

COLOPHON Editorial Board Frans van der Avert, Hilde van der Meer Editor-in-Chief Bart van Oosterhout Project Manager Chiu Hsiao Marketing Strategy Manager Mariken van den Boogaard Project Executive Anne Dirks Basic Design Sabine Verschueren Designer Het Zomerpaleis: Saskia Franken Cover Photography Corepics Editors Julia Gorodecky, Vicky Hampton Image Editor Phenster: Philip Jintes Writers Paul Anstiss, Lauren Comiteau, Colleen Geske, Douglas Heingartner, Catalina Iorga, Hans Kops. Through Edenfrost: Rhys Elliot, Alex Hibbert, Alison McGarry, Megan Waters Photography Amke, Amolf, Gerrit Alink, Iris Duvekot, Gabriela Hengeveld, Jeroen Hofman, Mark Horn, Jannes Linders, Marijn Scheeres, Margot Oosterveen, Ronald Tilleman, Marie Charlotte Pezé, Pim Ras, Frank Ruiter, Milan Vermeulen, Ramon van der Zon. The publisher has made every effort to ensure that the information within this publication is correct at the time of going to print and to arrange copyright in accordance with existing legislation. If you feel that these rights may have been infringed in spite of this, please contact the publisher. No part of this publication and/or website may be reproduced, stored in a retrieval system or transmitted in any form without the prior written permission of the publisher.

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‘Expanding the area’s Amsterdam-ness’

INTRODUCTION

We are seeing huge geopolitical changes in the world – and yet things are changing here at city level, too.

There was a time when cities aimed to attract as much business investment as possible and competed fiercely with each other for it. More businesses mean more jobs, and more jobs mean a better quality of life for the city’s inhabitants. This mantra worked for Amsterdam for a long time. We were especially successful in attracting European head offices. And we benefitted from it (and still do).Year after year, the arrival of new companies – and the next generation of internationals in their wake – gave a boost to our economic and socio-cultural reputation and fuelled the Amsterdam brand as an accessible and inspirational business hotspot.

But business changes, and so do the circumstances companies need to grow and excel.

In this digital society, business has become footloose. Organisations go where their talents want to be. So accommodating talents and making them (and their families) feel at home is the challenge for aspiring urban agglomerates now. New business follows.

In this, Amsterdam is facing a luxury problem. Talents of all backgrounds like to be in and around Amsterdam. In order to ease the pressure on the city and remain popular among professionals, we have to scale up the Amsterdam experience and boost our cooperation with the 32 other municipalities in the Amsterdam Area.

Together, we have a proposition that’s hard to match. For internationals (and their families), we offer more opportunities to combine work and entertainment in the city with an easy, comfortable, secure and affordable lifestyle in a rural setting. For businesses, there is an abundance of (affordable) space available to grow, in the direct proximity of one of Europe’s fastest-growing metropolitan hubs with all its amenities.

We are compact and well-connected. It takes no more than an hour to commute from your home to your workplace in the Amsterdam Area or to your next destination, leaving from Amsterdam Airport Schiphol. Our digital connections are unmatched in Europe.

Acting Mayor of Amsterdam

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Jozias van Aartsen

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On the cover View of the Amsterdam city centre from the River IJ Read AMS online and see video testimonials at iamsterdam.com/ams

But things can always be better. We have set our Amsterdam Area 2020 Agenda, and we are working hard to realise it. Its priorities include: creating more spaces in international schools in the region; creating more affordable housing within a 64-kilometre radius of Amsterdam’s centre for internationals, taking into account their specific needs; and improving the connections to the city in a way that brings even more ‘Amsterdam-ness’ to the area.

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text Douglas Heingartner Inspiring new businesses, initiatives and organisations.

Zee-As, your office on the beach This unique co-working space mixes work and nature

Would you trade your office cubicle for a day at the beach? Then Zee-As might be just what you’re looking for. Their three locations offer quiet working spaces right on the beach at Zandvoort, and are popular with everyone from designers to lawyers. Despite the relaxed environment, people get down to serious business. Zee-As, whose name is a playful nod to Amsterdam’s Zuidas business district, is also open for meetings or events, and provides weekly yoga classes and bootcamps to keep you in shape. And of course, you’re welcome to take a dip in the sea whenever you fancy, or even try out kitesurfing.

Amplitudes unique product analytics in Amsterdam

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Silicon Valley firm opens its first international office in Amsterdam The product analytics firm Amplitude strives to make analytics both accessible and intuitive. Their tools help companies understand, for example, how users navigate through an app, which features engage them the most, and how to improve long-term user retention. This is a growing market, as large companies are investing more and more in software that helps them analyse and improve their products, and create new ones. San Francisco-based Amplitude was founded in 2012, and its new Amsterdam office will serve as the company’s EMEA headquarters.

Over the past year, Amplitude has greatly expanded its customer base in the US and Europe, adding new clients such as Microsoft, Capital One and Booking.com.

Finland’s Reaktor chooses no-nonsense Amsterdam The company’s Dutch office is their first in continental Europe Reaktor, a strategy, design and engineering company based in Helsinki, has set up shop in Amsterdam, on the popular Weesperstraat. The company, which already has international offices in Tokyo and New York, wants to expand its reach to global brands. Amsterdam was a natural choice because so many international companies have their European headquarters here. Reaktor praises Amsterdam’s no-nonsense business culture, which they say has much in common with that in Finland. The company already got started on its first Dutch projects last year, with customers including Air France-KLM.

Kraft Heinz moves HQ to Amsterdam

Disney-owned company provides world-class streaming services BAMTECH Media, a New York-based company that provides online video streaming services, has opened its European headquarters in Amsterdam. BAMTECH chose the city because of its excellent connectivity, and it hopes to benefit from Europe’s increasing demand for video-on-demand and digital television services. The company’s infrastructure is housed in Amsterdamʼs Interxion data centres, while there’s a separate office in Amsterdam Noord. BAMTECH was created in 2015 as a spin-off of MLB Advanced Media, the digital media branch of Major League Baseball. The company now provides streaming services to broadcasters, TV networks, media companies and sports organisations, including HBO Now and National Hockey League. In 2017, the Walt Disney Co. became a majority shareholder of BAMTECH Media.

More and more companies see the airport’s many benefits

In addition to being one of the world’s most efficient and highly rated airports, Amsterdam Airport Schiphol is also a thriving business hub and creative hotbed, where more than 65,000 people work every day. It has the obvious advantage of being located next to a crucial transport hub, but it also offers a surprisingly dynamic working environment. There are a wide range of offices, shops, restaurants, parking garages and public spaces, and many awardwinning buildings such as The Outlook and The Base D offer an ever-growing amount of office space for businesses of all stripes: new arrivals in 2017 included Direct Cargo Express, Vision Box and EPH Gas Holding, as well as airlines such as United Airlines and Oman Air.

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BAMTECH Media in Amsterdam Noord

Schiphol keeps growing as a business location

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The city’s international talent was the main draw The American food company Kraft Heinz is moving its European headquarters, which employs about 500 workers from 28 nationalities, to Amsterdam’s Zuidas business district. Kraft Heinz was drawn to Amsterdamʼs international environment, which will help the company attract the best international talent. Other factors included the excellent accessibility of the Zuidas, plus the fact that moving here would allow all the companyʼs business activities to be housed in a single building. The Kraft Heinz Company, which is the worldʼs fifth-largest food and beverage producer, makes more than its famous ketchup: other products include Brinta porridge, Honig soups, and chocolate sprinkles.

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Co-working space for student entrepreneurs

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Amsterdam Venture Studios provides a unique kind of work environment Students and alumni of Amsterdam’s various knowledge institutes can now get extra support in starting their own businesses. Amsterdam Venture Studios is a new initiative that offers more than just a physical working space, as its users can follow an incubation programme to increase their chances of success. They can also take advantage of training and mentoring opportunities, as well as access to professional networks that can help them transform their ideas into real businesses. There are currently five Amsterdam Venture Studios throughout the city, and the proximity of all those talented and ambitious students is a big advantage for startups.

Amity starts new international school The Indian chain of international schools opens new location in Amstelveen.

Established more than twenty years ago, the Amity Education Group is a leading non-profit education group offering globally benchmarked education. With over 125,000 students worldwide, Amity’s fast expanding network of globally benchmarked institutions has resulted in campuses across the world. The Amstelveen-based Amity International School Amsterdam is the newest addition to the network and provides international education based on an enhanced IB PYP curriculum to children aged 3–13 years old.

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Ring opens European head office in Amsterdam Home-security company keeps neighbourhoods safe Ring, based in Santa Monica, California, is one of the fastest-growing ‘Internet of Things’ startups in the US. Since its foundation in 2013, more than three million users have joined the ‘Ring of Security’ to make their homes and neighbourhoods safer. Ring entered the UK market in 2016, and is now on the rise in the rest of Europe, especially in the Netherlands, Germany and France. Ring reduces crime by means of video doorbells and outdoor surveillance cameras that are connected via WiFi. The company’s products let users see on their smartphone, tablet or PC who is standing at the door, even when no one is at home, which makes for safer communities.

Social robot helps Amsterdam’s kids Norwegian social enterprise No Isolation chooses Amsterdam The AV1 is a telepresence robot that’s designed for children with a long-term illness or other medical condition. The robot is produced by a Norwegian social enterprise called No Isolation, and the AV1 is their first product. It has been on the Norwegian market since 2016, and is now also available in the Netherlands via the company’s Amsterdam office in the TQ building. It allows chronically ill children to stay in touch with their friends, or be virtually present in the classroom. The student controls the robot from a smartphone or tablet, and indicates when he or she wants to say something by making the AV1’s head flash.

Big-data company Databricks comes to Amsterdam

Indian multinational now in Amsterdam’s World Trade Center Infosys is a global leader in technology services and consulting, with almost 200,000 employees in 45 countries. Their new office in Amsterdam represents the company’s continued commitment to the Dutch market. From Amsterdam, Infosys will provide services in the fields of artificial intelligence, automation, data & analytics, and platform technologies, for clients in sectors ranging from financial services and insurance to healthcare and manufacturing.

The Netherlands is one of Infosys‘ largest markets in Europe, and over the past 15 years the company’s Dutch clients have proven to be keen adopters of the newest technologies. The company currently has more than 20 clients in the Netherlands, and employs over 1,100 people here.

Dutch capital to house fashionTrade joint venture European fashion giants Zalando and Bestseller have chosen Amsterdam to launch their new ‘virtual showroom’ platform.

FashionTrade, as the platform is known, is an online B2B fashion wholesale marketplace.

Zalando (from Germany) and Bestseller (from Denmark) have jointly created the platform to make things easier for fashion professionals, who currently need to travel throughout Europe constantly to see and buy collections.

FashionTrade’s virtual showroom lets them buy immediately, which cuts back on travel time and reduces costs. The platform is currently based in Amsterdam’s TQ tech hub, and there are plans to move to a former V&D building when renovations have been completed.

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Tech titan Infosys

Zalando and Bestseller join forces in Amsterdam

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Data tool gives companies invaluable insights Databricks, a San Francisco-based company that helps clients make sense of their big data, recently opened an engineering office in central Amsterdam. Databricks currently employs around 240 people, about 10 of whom are now located in Amsterdam, and its customer base has quickly expanded to include Salesforce, Viacom, Shell and HP. The company’s choice for Amsterdam was partly inspired by its collaboration with CWI, the Netherlands’ national research institute for mathematics and computer science. Another factor was the high quality of the talent already located here: with its many research institutes and universities, Amsterdam is a magnet for scientific and technical experts, which is exactly the type of talent that Databricks needs.

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Corning expands distribution centre in Amsterdam A perfect fit for the company’s growing life sciences operations Corning Incorporated, based in upstate New York, began making specialised glass more than 160 years ago. The company is perhaps best known for its iPhone screens and glass bakeware. But Corning is also one of the world’s leading innovators in materials science, and their life sciences division makes high-quality equipment that’s used in laboratories worldwide. Corning first established operations at Business Park Amsterdam Osdorp in 2009, and has now expanded its presence there on a new 2.5-hectare facility. From this Osdorp location, Corning will handle distribution to its customers throughout the EMEA region.

Chinaʼs Hikvision expands in Hoofddorp

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The global video surveillance company moves to a bigger space Hikvision, one of the world’s leading suppliers of video surveillance products, recently moved into a new facility in Hoofddorp. From there, the company will concentrate on its European sales and marketing activities, as well as distribution and technical support.

The proximity to Amsterdam Airport Schiphol is a major advantage, and about 70 employees work at the new site, which includes offices, showrooms and a large factory space. Since its founding in 2001, Hangzhou-based Hikvision has grown into a global player in the video security field, with over 17,000 employees, and customers in more than 100 countries. Their wide range of products includes everything from security protection for shopping centres to surveillance solutions for casinos and infant bedrooms.

For all the latest Amsterdam business news, visit iamsterdam.com/business |

@Iamsterdam

A social bakery for Amsterdam Social enterprise that offers opportunities for everyone The New York-based Greyston Bakery will soon be opening a branch in Amsterdam. In the Greyston model, anyone who wants a job can put their name on a list, and the next person in line is offered a position whenever one becomes available. No questions are asked about gaps in oneʼs CV, no references are asked for, and no screenings are conducted, which gives everyone an equal chance, regardless of education, past employment, or criminal history.

The enterprise was founded in 1982, and has been delivering products to companies such as Ben & Jerry’s since 1995. Profit from the bakery goes to the Greyston Foundation, which offers housing, healthcare and computer training to people with lower incomes.

Hitachi Capital UK now in Amsterdam

The ideal location for European growth As part of its further European expansion, Hitachi Capital has opened a new sales office in Amsterdamʼs Zuidas business district. This office is Hitachi Capital’s second business in the Netherlands, following the recent acquisition of Noordlease Holdings B.V. The new Amsterdam branch will provide vendor finance solutions to Hitachi and Mitsubishi group companies, in particular Hitachi Construction Machinery Europe (HCME), and will also provide further assistance to key European vendors. The new operation provides another base on the continent for Hitachi Capital, which already has headquarters in the UK and operations in Poland. Hitachi Capital UK also has plans to expand into Ireland, Eastern Europe and the Nordics.

Jefferies Group arrives in Amsterdam

The American firm aims to expand its European footprint The banking firm Jefferies Group has opened an investment banking office in Amsterdam’s World Trade Center, which will serve clients across the Benelux region. Jefferies, based in New York and active in the Americas, Europe and Asia, provides services in investment banking, sales, trading, research and strategy, focusing on equities, fixed income & foreign exchange, and wealth management. The company’s expansion into the Netherlands and the Benelux continues the growth of its European investment banking footprint. The new Amsterdam investment banking office, Jefferies’ eighth in the EMEA region, will allow the company to better serve the needs of their clients in this region.

COIN opens new location at Schiphol-Rijk This business continuity firm helps companies recover from disasters Companies and organisations dealing with disasters need to be able to continue their business activities as quickly as possible. Keeping a fully operational emergency office on standby is too costly for many organisations, which is where the business continuity specialist COIN steps in. They offer an affordable solution in the form of backup locations throughout the Netherlands and Belgium, which are operational 24/7.

The demand for these services has increased in recent years, which is why COIN recently moved to a larger location at Schiphol-Rijk. The new site offers both dedicated and shared workspaces, plus special rooms for crisis management teams.

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Contributing to the region’s burgeoning biotech scene South Korean biotech company Celltrion recently opened an office in Amsterdam, in the heart of the bustling Zuidas district. Within the next three years, Celltrion will employ around 24 staff in its new Amsterdam location.

Based in Incheon, South Korea, Celltrion Healthcare develops, markets and distributes innovative medicines worldwide, and their products help patients who suffer from conditions such as arthritis, lymphoma and psoriasis. The arrival of Celltrion is a major boost to the Amsterdam Areaʼs growing reputation as a hub of excellence in life sciences. This trend will likely accelerate in the near future, when the new office of the European Medicines Agency opens in Amsterdam in 2019.

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South Korea’s Celltrion opens in Amsterdam

Schools are making room for growing numbers of students, as international families increasingly relocate to Amsterdam. With new international schools, expansions and specialist educational programmes, education in the region continues to receive top marks for its forward-thinking initiatives.

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A class of its own

International School Hilversum

text Alison McGarry

Children in the Netherlands receive world-class education and are reported to be some of the happiest in the world, before going on to reap the benefits of Amsterdam’s seemingly endless career opportunities. The Amsterdam Area has long been applauded for its high-quality teaching and top-ranking universities, and educators and policymakers continue to focus on international education and students.

The Amsterdam Area has attracted increasing numbers of families from abroad, and the educational offering has adapted accordingly. In recent years, Amsterdam has taken steps to accommodate more enrolments by opening new public and private international schools, expanding existing ones and making Dutch schools more accessible to bilingual and non-Dutch-speaking students.

The city has also responded to a rising demand for talent in the tech sector by implementing initiatives and specialist schools to help educate a new generation of tech professionals.

These educational initiatives came into effect via the action programme ‘Amsterdam Strategy for International Talent’, an extensive collaboration between the municipalities of the Amsterdam Area, various national and local governmental bodies, universities, schools, companies and major players in the community.

Acknowledging that access to schools is a major factor in an international family’s decision to move to Amsterdam, the strategy outlines ways to increase capacities at existing schools in the region, make way for new initiatives, and adapt the school system to better suit international families and their children. Since the strategy was implemented in 2016, schooling in the region has become more internationally focused.

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UPDATE: EDUCATION

UPDATE: EDUCATION

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NEW INTERNATIONAL SCHOOLS Schools in the Amsterdam Area offer a diverse range of teaching methods. Parents can choose from an array of educational styles, including the Montessori approach to learning, for example, in which students work independently with the freedom to plan their own days, encouraging them to develop their natural inclination to learn.

To accommodate the children of international migrants, several new international schools have joined the strong educational offering throughout the Amsterdam Area.

These new schools are conveniently located in residential areas around the region where many internationals are choosing to live. In Amstelveen, Amity International School Amsterdam opened as a primary school and plans to expand into secondary education in September 2018.

Similarly, Florencius Primary School, a private Dutch primary school, has opened international extensions at both its campuses in Amstelveen and Laren.

Gifted Minds International School was the first school for international students to open in Hoofddorp, and has since been joined by Optimist International School, which opened in early 2018. Expansions are also being carried out in Hilversum, where the International School Hilversum will be opening a new school in Laren. The International School Laren will eventually be able to accommodate upwards of 150 students. Elsewhere in Hilversum, there are plans to expand international primary school places. Parents living in Haarlem – a popular location for international newcomers due to its lively atmosphere and close proximity to Amsterdam city centre – can now send their children to the International School Haarlem, which opened in September 2017. This school will also expand with a secondary department in August 2018.

International School Hilversum

Amity International School, Amstelveen

Statistically speaking As knowledge of statistical data is so highly valued in the current labour market, an Amsterdam-based social enterprise set about changing students’ perceptions of studying statistics. ‘I Hate Statistics’ is a programme consisting of interactive online modules that effectively assists teachers with statistics lesson plans. The lessons are customisable in subject and structure, visually engaging, creatively challenging and provide clear explanations to help students learn independently. The goal of ‘I Hate Statistics’ is to make the study of data more appealing to everyone, and to encourage more secondary-school students to continue studying data in their higher education.

International School of Amsterdam

The Amsterdam International Community School expanded in 2017 to take on an additional 300 students. In order to develop further, the school is preparing to move to a larger site in 2021.

Further expansions are also on the horizon in the coming years, as the International Primary School Almere and its secondary branch, International School Almere, plan to build a new joint campus that will allow them to accommodate a larger capacity of 700 students.

The city’s innovative DNA has also influenced education, resulting in an influx of schools and programmes designed to educate aspiring entrepreneurs

FOSTERING TECH TALENT Policies surrounding Dutch education continually look towards the future, and have even taken on the challenge of filling shortages within the Netherlands’ labour market. ICT is one of Amsterdam’s fastestgrowing sectors, with innumerable big-name multinationals setting up in the Dutch capital. To meet the demand for ICT talent, Amsterdam has introduced some creative ways to get students of all ages to consider a career in this field.

‘Coding for Amsterdam’ is one example of a programme that gets young minds excited about the world of technology, by teaching primary-school students the basics of coding and other practical ICT skills required in the 21st century. Another example is ‘Technasium’, a stream of secondary education that introduces students to the creative and entrepreneurial side of science and technology. Being given the chance to work on their own research and design projects aims to inspire more students to follow science-based education programmes at university level.

Amsterdam’s excellent universities are also working hard to educate tech talent, such as the Amsterdam School of Data Science (a collaboration between the University of Amsterdam – UvA, Vrije Universiteit Amsterdam, Amsterdam University of Applied Sciences, and Centrum Wiskunde & Informatica), which opened in 2017.

UvA also hosts the Econometric Game, an annual competition that challenges students from around the world to solve social issues using their knowledge of econometrics. Specialist tech educational initiatives like The New York Code + Design Academy, Codaisseur Academy Amsterdam, Le Wagon and Growth Tribe Academy further contribute to Amsterdam’s position as a global leader in ICT.

A welcoming environment for graduates After finishing their studies, entering the job market is the next challenge that all graduates face, and once again the Netherlands has proposed creative solutions to nurture its new talent. Internationals can take advantage of the orientation year permit, a one-year permit that allows eligible graduates to find employment or take part in an internship without the need for a traditional work permit. Graduates can secure the permit within three years of finishing their studies, which gives international graduates of Dutch universities the chance to return home for a period before returning to the Netherlands to begin their careers.

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DUTCH SCHOOLS BECOMING MORE INTERNATIONAL Aside from the international schooling available, many newcomers to the Amsterdam Area also enrol their children in Dutch schools. In addition, a range of primary and secondary schools in the Amsterdam Area are bilingual, teaching some classes in English and others in Dutch. This gives students the opportunity to learn the language, and in some respects to become better integrated in the Dutch community.

To make Dutch schools a more realistic option (and less daunting for students), newcomers’ classes have been introduced for non-Dutchspeaking children between the ages of 6 and 18. These classes give a one-year introduction to Dutch language and culture. There are currently 17 locations in the Amsterdam Area offering newcomers’ classes, which students enrol in via their primary school.

UPDATE: EDUCATION

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AMSTERDAM

  AMSTELVEEN  

HAARLEM

HOOFDDORP

 ALMERE NAARDEN

 HILVERSUM

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Amsterdam has taken steps to accommodate more enrolments by opening new international schools, and making Dutch schools more accessible

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Digital skills for young minds Children attending primary school in Amsterdam are immersed in digital technologies and even have the chance to learn practical skills like coding at a young age. ‘Coding for Amsterdam‘ – an initiative developed by StartupAmsterdam, a programme that aims to grow and improve the startup ecosystem in the Amsterdam Area – is dedicated to educating a new generation of tech talent. The programme equips primary-level educators with the skills they need to teach coding. During phase one in 2016, Amsterdam’s primary schools were offered a lesson in coding basics.

The second phase in 2017 focused on school boards and directors, advising them on incorporating these coding and tech lessons into their curriculums.

Teaching coding not only gives students a more varied education, but aims to introduce them to the world of digital technology as a potential career path.

International Schools in the Amsterdam Area

A CITY OF INNOVATORS Amsterdam’s spirit of commerce, ingrained in its society since the Dutch Golden Age, has attracted a great many entrepreneurs and startups to the region. Its innovative DNA has also influenced education, resulting in an influx of schools and programmes designed to educate aspiring entrepreneurs. These include Team Academy, a launch pad for budding entrepreneurs that enables students to start a company while completing a bachelor’s degree. Students receive guidance for their own projects as they learn about all the facets of making their business profitable. Creative thinkers with an interest in social and urban issues can put them to the test via ‘Startup in Residence’, a project devised by the City of Amsterdam. Participants pitch solutions to real urban challenges and go on to receive training, support and (potentially) investment from the municipality if their ideas prove successful.

Another recent addition to Amsterdam’s higher education offering is B. Startup School Amsterdam (BSSA), organised by the Amsterdam Economic Board. BSSA teaches young jobseekers digital skills that startups are often looking for in new recruits. The programme has created a talent pool of developers, growth hackers and digital content creators, bridging the gap that can exist between more traditionally educated graduates and startups. A series of networks are also in place throughout the Amsterdam Area which focus on connecting young professionals with relevant companies and startups, such as YoungCapital, StudiStartupJob and The Talent Institute.

Moving to the Amsterdam Area is becoming an increasingly viable option for families, with local schools and universities doing their utmost to accommodate international students. As schools in the region continue to expand, Dutch and bilingual schools maintain their global outlook and universities offer ever-more diverse study programmes, the Netherlands has set the bar with its educational standard that constantly strives to improve. <

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PROFILE: EMA Now that the decision to relocate the European Medicines Agency from London to Amsterdam is final, a huge task lies ahead of Executive Director, Professor Guido Rasi and EMAâ&#x20AC;&#x2122;s Relocation Taskforce.

Moving to Amsterdam

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text Hans Kops

© Central Government Real Estate Agency

HAPPY WITH THE OUTCOME It is a much discussed side-effect of the upcoming Brexit: given that the UK chose to leave the EU by 2019, all UK-based EU-institutions must be relocated. EMA is a prestigious organisation, so it’s no surprise that 19 out of the 27 EU-member states were anxious to accommodate it.

But after intensive deliberations and multiple ballots at the highest European political level, EMA’s new location became the Netherlands – and more specifically, Amsterdam.

Professor Rasi shares his satisfaction on the outcome with many of his 900+ co-workers and their families. ‘In our first survey held among our employees, it was the favoured

‘There‘s been a positive effect in the numbers of job applications since people have known that we are moving to Amsterdam’

location. And according to our most recent poll, only 3% said no to moving to Amsterdam and 47% decided in favour of it. It is our challenge to pull the remaining half over the line, and the choice of Amsterdam helps with that. Amsterdam, plus its surrounding area, sort of sells itself – and that is an important feature for an organisation that depends on the (often irreplaceable) knowledge and expertise of its staff. So, although the numbers are not yet clear, we expect more of our co-workers (and their families) to join us than the initial estimates indicated. We’re aiming for 80% and are hoping for more. And the evidence supports this – there’s been a positive effect in the number of job applications that we’ve received since people have known that we’re moving to Amsterdam.

More people than ever have applied for a job with us. One of the reasons is that they prefer to start their EMA career in an Amsterdam setting.’

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‘The timeframe is tight, very tight actually,’ says Professor Guido Rasi in a telephone interview from EMA’s current offices in London’s Canary Wharf. ‘We first have to move to a temporary address at the beginning of 2019, while we wait for the completion of our new premises, purpose-built to our needs, in Amsterdam’s Zuidas by the end of the same year. It is our ambition – and that of our partners, the Dutch authorities and the City of Amsterdam, I am happy to say – to have this organisation operating there at full-speed again

by June 2020. This is important for the benefit of public and animal health in the European Union, and essential for the continuity of this knowledge-based organisation.’

PROFILE: EMA

CEO Professor Guido Rasi

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What does EMA do?

According to its mission statement, the European Medicines Agency fosters scientific excellence in the evaluation and supervision of medicines, for the benefit of public and animal health in the EU. In layman’s terms, this means that EMA does roughly the same as the US Food & Drug Administration (FDA) does in the United States, but only for pharmaceuticals. It regulates the European market for pharmaceuticals by controlling and enabling timely patient access to new medicines and monitoring medicines already used by patients across the EU to ensure that they remain safe and effective. To achieve these aims, it uses a wide range of regulatory mechanisms. Among others, it provides scientific advice and protocol assistance, support for early access and scientific guidelines. It also requires companies to submit proactive risk management plans and periodic safety reports for their medicines and analyses adverse drug reaction.

In the way EMA operates, however, it differs significantly from the FDA, executive director Guido Rasi emphasises.

‘Our colleagues at the FDA start their assessments after they decide the file is completed; we start the assessment at any point. We look into the robustness of the evidence that is presented to us, guide applicants during the process, and challenge them to deliver the proof we need. Many find this a more effective process.’

MUCH TO BE DONE Awaiting the relocation of EMA, there is still a huge amount of work to be done. On the agenda of the Dutch EMA Relocation Taskforce are 40 different items, all of which take priority and all of which are complex in their own way.

In addition to the physical relocation process – not to mention overseeing the design and construction of a completely new building in record-time that suits the future needs of a regulatory agency that is roughly to Europe what the FDA is to the US (see left) – there is the challenge of accommodating all the hard to replace ‘brains’ and their families. For this, a special helpdesk – manned by professionals from amsterdam inbusiness, IN Amsterdam and external relocation experts – has been assigned to help.

‘That was a smart move,’ says Rasi. ‘For many who haven’t decided yet, it is important to know that affordable housing is available for them and their families, and that their lovedones can find jobs in the business community nearby or can be placed in international schools with suitable curriculums.

Although housing in the direct vicinity of the city centre seems a bit of a challenge, this part of the relocation process appears to be obstacle-free in most respects.’

Other important elements to consider are the connectivity and the business and academic environment in which EMA has to (co)operate. The first is of utmost importance, since delegates from all over the world meet at EMA to present evidence to its committee that decides

© Central Government Real Estate Agency

© European Medicines Agency

SPIN-OFF EFFECTS In turn, EMA brings a lot to the Amsterdam Area too, with numerous spin-off effects. Last year alone it attracted 36,000 regular international visitors to London. This of course had a direct positive impact on the income and revenues of hotels, restaurants, the entertainment industry, and all modes of transport. The same effect is expected for Amsterdam.

The indirect benefits are even bigger. The presence of a regulatory agency attracts all sorts of new activities, Rasi knows from experience. ‘Many companies like to have offices close to us. We have seen this happen in London, and it will happen again in Amsterdam too. An organisation such as ours is a nucleus for new activities in

related health areas, and our presence is an extra reason for companies and institutions to stay and invest more.’ It also works as a magnet for service providers and legal counsel.

For instance, after EMA’s arrival was announced, legal firm Bird & Bird (specialising in patent law) decided to expand in Amsterdam. It’s expected that many will follow.

‘Many companies like to have offices close to us. We have seen this happen in London, and it will happen again in Amsterdam too‘

In short: What at first seemed a politically motivated relocation will most likely be a win-win situation for both EMA and the Amsterdam Area. ‘If we succeed in managing this complex process well together, it will give a boost to all parties involved,’ Rasi concludes. ‘Still, in the immediate future we have to cope with some uncertainties. But in the medium-term and thereafter, all requirements to guarantee EMA’s continuity and future development are in place.’ < 19 AMS

whether a proposed new medicine should be allowed to enter the European healthcare market. On top of that, EMA is actively involved in preauthorisation activities, organises scientific committee meetings, and monitors the safety of all medicines marketed in the EU. ‘The digital and physical connectivity of the Amsterdam Area is one of the best in the world, and commuting times are far better than the average most of our staff are used to,’ claims Rasi.

‘The business and academic communities are robust and easily accessible. This is very important for us as a source of constant inspiration, innovation and feedback. Plus, Brussels – the EU capital – is close by and travel times on the mainland are shorter.’

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In April, amsterdam inbusiness, the ofďŹ cial foreign investment agency of the Amsterdam Area (which includes Amstelveen, Amsterdam, Almere and Haarlemmermeer) organised the Cherry Blossom Festival in Amstelveen, together with the Embassy of Japan, the Dutch & Japanese Trade Federation Dujat, the Japan Womenâ&#x20AC;&#x2122;s Club and the Japanese Chamber of Commerce and Industry in the Netherlands. The participants enjoyed a beautiful spring day with extremely good weather.

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LIFE IN AMSTERDAM

INDUSTRY UPDATE: FASHION

Global fashion brands keen on Amsterdam

Many of the worldâ&#x20AC;&#x2122;s biggest international names in fashion are deciding to set up operations in Amsterdam. This is one trend that only seems to be accelerating â&#x20AC;&#x201C; and with good reason.

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text Douglas Heingartner

Victor & Rolf

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© Marijke Aerden

© Marijke Aerden

Hudson’s Bay

Denham

INDUSTRY UPDATE: FASHION 



 

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Mobile tailor: Suittruck Most people are familiar with the concept of a food truck, which travels from place to place offering tasty snacks. But a pioneering new startup in Amsterdam is applying this idea to clothes: the Suittruck drives to popular locations, such as the Zuidas business district, and allows customers to be fitted for a new suit, right there in the truck. Over a cup of coffee, the Suittruck team carries out the necessary measurements, and then explains the design options in terms of fabric, buttons or lining. The truck returns with the new clothes a few weeks later, and another fitting takes place to see if everything is correct; if not, the truck returns soon afterwards with the perfected garments. Sizes are stored in a database, which makes reordering easy.

And although the name Suittruck suggests otherwise, the company also offers shirts, coats, jackets and shoes, for business or casual settings, or even for weddings.

Social fashion: MUD Jeans Social entrepreneurship – the idea of doing business to solve social problems – is increasingly popular in Amsterdam, where hundreds of such enterprises are already having a positive impact in areas ranging from healthcare to education. And fashion is no exception.

Perhaps the most prominent example is MUD Jeans, founded in 2012 and now based in Almere. In terms of materials, for example, MUD uses cotton that has the least possible impact on the environment, and that provides farmers with a living wage; the eventual goal is 100% recycled cotton. The company also uses much less water by recycling it in the production process, and new finishing techniques that use lasers and ozone reduce the need for chemicals. MUD avoids leather labels, has buttons made of recycled cotton, and its clothes are delivered in recycled packaging. In short, MUD lets its customers shop without the guilt, while also looking fashionable.

  



 

Fashion companies in the Amsterdam Area

Amsterdam is internationally renowned as a hub for many things: social innovation, sustainability, startups and more. But one of its most rapidly developing hallmarks is fashion. Amsterdam has famously proven to be a breeding ground for local brands that go on to conquer the world, with examples including Viktor & Rolf , G-Star Raw , Scotch & Soda  and Suitsupply , to name just a few.

At the same time, more and more international fashion brands are coming to realise the innumerable benefits that come with setting up shop in the Amsterdam Area. In recent years, global labels such as Under Armour , Asics  and Toms  have chosen the Amsterdam Area as the site of their (European) headquarters, and that movement shows no signs of slowing down.

CANADIAN ARRIVALS A recent case in point is the September 2017 arrival of Canadian retailer Hudson’s Bay , which chose Amsterdam to launch its first store outside of Canada.

That’s quite an accolade, considering that Hudson’s Bay, the oldest company in North America, has existed since 1670; it was trading fur pelts back when Amsterdam was just getting started building its grand canal houses. And Hudson’s Bay is not aiming small: their new store, which is spread across four historic buildings on the stately Rokin, occupies a mammoth 17,000 square metres. Its striking design and careful selection of brands firmly position Hudson’s Bay as a premium department store: international labels such as Calvin Klein, Tommy Hilfiger, Armani AX, Polo Ralph Lauren, Ugg, MAC and DKNY occupy the shelves alongside Dutch counterparts like Scotch & Soda, G-Star and Denham. A unique feature of the store is its direct access to the North-South metro line, which is due to open in 2018. Hudson’s Bay Company has since opened

Suittruck

Hudson’s Bay

11 other stores throughout the Netherlands, including two Saks Off 5th branches.

Along those same lines, another new Canadian arrival in Amsterdam is the shoe brand John Fluevog, which opened its first store outside North America here in March 2018. The company’s new shop is located on the trendy Heiligeweg in central Amsterdam, where it shares the street with other brands such as Scotch & Soda, Puma and Diesel.

DESIGNER HEADQUARTERS An equally important milestone that boosted Amsterdam’s reputation as an international fashion hub was the opening of the new headquarters of PVH Europe , the company that owns Calvin Klein and Tommy Hilfiger (and which also has license agreements with brands such as Kenneth Cole, Michael Kors, DKNY and John Varvatos). The building, which is the first part of an eventual three-building campus, is located in Amsterdam’s rapidly evolving Houthavens neighbourhood, a former timber port that is being redeveloped for homes, offices and leisure; fellow fashion brands Diesel, Hugo Boss and Desigual also have offices nearby. At a height of 50 metres, the gleaming tower resembles a ship jutting forward into the River IJ, at once recalling Amsterdam’s proud maritime history and its pioneering spirit. It contains 13,000 square metres of office space, a parking garage and showrooms, as well as a publicly accessible café and restaurant that will help to build bridges with the surrounding neighbourhood.

JAPANESE INVESTMENT In the near future, the Amsterdam region can look forward to even more top-level fashion investment.

The Japanese global apparel retailer Uniqlo will be

A breeding ground for local brands that go on to conquer the world

opening its first store in the Netherlands in autumn 2018. The 2,000 squaremetre space is located in the heart of the city centre on the Kalverstraat , which is Amsterdam’s busiest shopping street; it will also have an additional entrance on the Rokin.

This new location will be Uniqlo’s biggest store in the Benelux region, and one of its largest in Europe.

Uniqlo Europe’s CEO Taku Morikawa says he’s looking forward to introducing the brand to Amsterdam, ‘a city well known for its relaxed and casual lifestyle’.

Uniqlo is part of Fast Retailing Co. Ltd., a Japanese retail holding company that also owns brands such as Helmut Lang and Theory.

EXPANSION TO LELYSTAD Another global megabrand that is investing big in the Amsterdam Area is Zara, or more specifically its owner, the Spanish clothing group Inditex. Although Zara is the company’s best-known brand, Inditex also owns Pull&Bear, Bershka, Oysho and many other leading labels. Inditex  is opening a large distribution centre in Lelystad, at Lelystad Airport Business Park, which is set to be fully operational in 2020. The new facility represents an investment of €100 million, and will create between 400 and 800 jobs, depending on market developments. ‘Lelystad has the ideal combination of high-quality physical and digital infrastructure,’ the company says. <

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PVH Europe HQ

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© Amke/ Phenster

TESTIMONIAL: MEDIAMONKS

‘Brands here can pick and choose the best agencies in the world’

After starting out in a Hilversum basement in 2001, MediaMonks is now one of the world’s leading creative production companies. CEO Victor Knaap reveals the secrets behind the company’s meteoric rise to success.

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text Alex Hibbert

TESTIMONIAL: MEDIAMONKS

‘Amsterdam is on the road to creating the metropolitan of the future. I really think we’re building something that is unique in the world‘

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Amsterdam’s thriving creative industry Since the 1990s, there has been an influx of global brands into the Amsterdam Area.

The first was Nike, which led to a cascade of others, including Netflix, Adidas and Sonos.

Positioned alongside its internationally renowned agencies and some of the world’s leading advertising companies, the creative industry in the Amsterdam Area continues to excel. In total, the Dutch advertising and market research industries are worth more than €8 billion, while Amsterdam employs around 200,000 people in creative and cultural industries. The region is the fourthlargest creative employer in Europe by number of staff, behind the much bigger cities of London, Paris and Milan. In fact, the Amsterdam advertising industry employs 20,000 people, a huge number in relation to the 25,000 employed in London.

As you walk out of Hilversum train station, the first thing you notice is an imposing, white-clad building that dominates its neighbours: MediaMonks’ impressive headquarters. Inside the building and behind the curtain, real treasures lie: answers to the question of how a company that started in a basement just a stone’s throw from here became one of the world’s leading creative production companies.

A trophy cabinet currently stocked with 110 Cannes Lions, 86 Lovies, 68 Eurobest Awards, 28 D&AD Pencils, 26 Webbys and more than 200 FWAs is just one signifier of its evolving brilliance. A walk around the company’s expansive workspaces is another: nestled down among the banks of laptops, cameras, tablets and toys, teams of developers, videographers and MediaMonks’ tech wizards conjure up futuristic visions for the firm’s clients around the world. Working on augmented- and virtual-reality (VR) installations, games, apps, websites and videos is the norm for a company which has, in the last year or so alone, created a gigantic robotic squid for Old Spice, turned a sandbox into a VR racecourse for Audi, and transformed Singapore’s ArtScience Museum into a VR rainforest. In fact, it’s this commitment to jumping headlong into the unknown that has helped MediaMonks spread its influence all over the world, and the company now employs more than 700 people at its 11 offices in four different continents.

AN IDEAL BASE FOR BUSINESS In his office on the ground floor of MediaMonks’ HQ, CEO Victor Knaap explains how Hilversum, in the heart of the Amsterdam Area, is the perfect base for the company’s global operations. ‘Hilversum is the Amsterdam Area’s media city: we have the fastest Internet in the Netherlands here, as well as the broadcasting buyers and the studio setup,’ he explains. ‘We’re right in front of Hilversum central station, so it’s just 20 minutes to Amsterdam, 10 minutes to Utrecht and 15 minutes to Zwolle and Amersfoort, where there is a big games industry and very good universities.’

‘EVERY CREATIVE LOVES TO WORK HERE’ The Amsterdam Area is known for its world-class infrastructure, including the exceptional connectivity of the Amsterdam Internet Exchange, high-speed rail services and the award-winning Amsterdam Airport Schiphol. But Knaap says that it’s also the Netherlands’ high quality of life, relaxed working environment and tax benefits for migrants that help businesses like MediaMonks attract top talent from around the world.

‘From an HR perspective, we have a very attractive 30% tax ruling on bringing in talent from abroad,’ he says.

‘That has really helped us to bring a lot of people in.

Hilversum and the Amsterdam Area in general also have a great reputation among people abroad – every creative loves to work here.’ And Knaap says that being based in

Hilversum has never been a problem for MediaMonks employees who live in the centre of Amsterdam. ‘Half of the staff here have an international background,’ he explains, ‘so if they live in Amsterdam they only have a 20-minute train ride to get to work – that’s a luxury for most. In the Netherlands, we are a bit spoilt in that sense – everything is very close and it’s easy to get around.’

A SPECIAL CITY It’s also the innovative and experimental work that companies like MediaMonks are doing that is helping to bridge the gap between traditional branding and technology. ‘The Netherlands is an excellent testing ground to get something on TV, or to test something out online.

If it works here, it will work abroad,’ Knaap says. ‘We have a very good eye for formats that work overseas. We also have a small home market, which means we can test something easily and with an acceptable amount of money invested before scaling it up abroad.’

Though Knaap often travels around the world to help set up MediaMonks’ international offices, he’s always happy to return home to the ‘old barge on the Amstel’ that he calls home. ‘I have lived in Amsterdam since I was 18, and I love it. I am right in the centre of Amsterdam and I have absolute freedom,’ he says. ‘I have been in many countries and international cities and it’s great, but coming to Amsterdam is special. There’s no feeling like it.’ <

The Hiversum Media Campus

Hilversum: Amsterdam’s media capital Hilversum is the heart of the Dutch media industry, with major broadcasters, established media companies and innovative startups working side by side. Focused around Hilversum’s state-of-the-art Media Park, more than 6,000 media professionals, specialists, creatives, presenters, technicians, enthusiasts and visionaries work in the city. In addition to MediaMonks, NPO, RTL, Ericsson and Sony Music are all based in Hilversum. Other creative companies – such as online marketing, digital design, communication and ICT firms – are based in the city, which offers excellent connections to Amsterdam, Schiphol and the rest of the world. Nike, which has its European headquarters in Hilversum, stays pretty true to the company’s ‘Just Do It’ slogan: employees have the choice of working out or playing sports in one of the office’s basketball, tennis or volleyball courts, at the indoor gymnasium, weight room, aerobic and yoga facilities or running track. It’s also one of the most eco-friendly and sustainable offices in the Amsterdam Area, boasting Europe’s largest rainwater collection system.

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THE PERFECT MIX Creative talent and groundbreaking ideas drive industry forwards in the Amsterdam Area, and it is home to a host of international brands’ global or European operations. Knaap says it’s Amsterdam’s outstanding digital infrastructure, ‘perfect mix’ of international and homegrown talent, thriving startup and tech scenes, and collaborative approach that are creating something very special in the region. ‘Amsterdam is on the road to creating the metropolitan of the future,’ he says, ‘I really think we’re building something that is unique in the world. We have strong creative and digital communities, and there’s more international brands coming here.’ In fact, Knaap likens the Amsterdam Area to another part of the world that’s working at the very forefront of creativity.

‘Amsterdam is like the Silicon Valley of Europe,’ he says. ‘They have LA as media and creativity, and Silicon Valley as technology, but here it’s all together. It’s a great time to be here.’

Insightful, engaging and relaxed, Knaap is clearly passionate about the Amsterdam Area’s creative sector, which includes exceptional homegrown successes like Achtung! and Superhero Cheesecake – as well as some of the world’s leading advertising companies, such as 180 Kingsday, Wieden+Kennedy and 72andSunny. ‘The advertising sector here is really interesting, because brands coming here can pick and choose the best agencies in the world,’ Knaap says. ‘We have tech hubs and startup accelerators like TQ and Startup Bootcamp, a lot of scaleups, and big, big brands. And when companies like this bring in talent, after three or four years those people aren’t going to leave Amsterdam, and so that talent becomes available for smaller scale-ups as well.

‘That’s how Amsterdam has become like Silicon Valley,’ he adds. ‘You have an ecosystem of companies that become stronger and stronger as each has to fight to get the best talent and for their position in the marketplace. Then you’re suddenly relevant all over the world.’

NATURE

While the family enjoys walking dog Alpha in the Haarlemmerhout park in Haarlem’s centre, they also head to Mooie Nel Lake or nearby Bloemendaal beach. The Amsterdam Area boasts about a dozen beaches.

TRANSPORT

Haarlem offers excellent bus and train connections and Guy loves to cycle. But for this car-dependent duo, the two parking permits allotted per Haarlem household – compared to Amsterdam’s one – felt like striking gold.

CULTURE

The family packs its cultural punch into its frequent European weekend excursions. ‘The whole world is accessible from Amsterdam,’ says Lara. Schiphol was named Europe’s bestconnected airport in 2017.

HOUSING

Amsterdam-renter-turned-Haarlem-homeowner Guy says Haarlem offers ‘access to the sea and space for the boys to grow’. A more affordable and quieter option than Amsterdam’s city centre, Haarlem possesses the same Old-World charm.

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WORK

Lara says there is no better place to launch a startup than Amsterdam, where access to ‘smart and slow’ capital, an international talent pool and city support make for a ‘fantastic startup ecosystem.’

A DAY IN THE LIFE

MOBILITY

The two-car family travels mostly by automobile.

Excellent railway connections see them sometimes commuting by train, too.

The ongoing expansion of the Schiphol–Amsterdam– Almere highway system benefits commuters and businesses alike.

How internationals live in Haarlem: Lara van Druten and Guy Thimister

‘The Netherlands chose us rather than us choosing the Netherlands,’ says Lara van Druten, founder and Managing Director text Lauren Comiteau photo Marijn Scheeres/Phenster of The Waste Transformers, a clean tech startup that converts waste into value. The South African native and her French husband Guy Thimister first arrived in Amsterdam in 1987 and immediately fell in love with the ‘openness and ease’ of the city.

They continued to travel the world, using their Jordaan apartment as a launching pad. But by 2009, with twin sons Axel and Alex now in tow, the city felt cramped. ‘Being a South African, I need space for my soul to think,’ says Lara, who admits she was sceptical about leaving the city. ‘Guy wanted to move to Haarlem, but I thought: I’m not moving to the suburbs!’

Nine years later, the family wouldn’t dream of calling anywhere else in the Amsterdam Area home. ‘We’ve put down roots,’ says Lara. ‘We have all the benefits of the city without the craziness. And Amsterdam is only 20 minutes away.’

Guy prefers Haarlem’s ‘small and quaint’ local food vendors. Saturday’s market in Grote Markt, with its emphasis on organic, local and homemade food, is a staple on the family’s weekend calendar.

SCHOOL

Although both Alex and Axel attend a topnotch Dutch high school, the city also offers bilingual secondary education in some of its other public schools, including Het Schoter and Mendelcollege.

The family loves strolling through Haarlem’s centre, shopping at its boutiques and dining on sushi. The 13-yearold trilingual twins cycle (or Axel skateboards) to school, and they play in Haarlem’s Youth Guitar Ensemble. Alex says Haarlem’s smaller scale there are 150,000 residents means they’re always running into people they know. ‘It’s a lively city,’ adds Axel, ‘and we have friends from all over the world.’ The latest resident in their two-storey 17thcentury warehouse is puppy Alpha, who the family walks in Haarlemmerhout park. ‘To be in the centre of the city and still have green areas is stunning,’ says Guy. While he manages the household, Lara commutes to the Westergasfabriek installation that she describes as an ‘icon of Amsterdam’s fossil fuel history that we turned into an icon of a green future.’ Lara tells like-minded entrepreneurs: ‘Amsterdam has a Let’s Do It! mentality.’ There’s also a very achievable work-life balance, one that she confesses she hasn’t taken advantage of. ‘I love what I do,’ she says, ‘so the balance is not always there.’ It’s a personal choice that her family supports. ‘We’re proud of her,’ says Axel.

inamsterdam.com

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FOOD

© Iris Duvekot / Phenster

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INTERVIEW

This year marks the tenth anniversary of amsterdam inbusiness, the official foreign investment agency of the Amsterdam Area. But Managing Director Hilde van der Meer says she’s not yet thought about celebrating – they‘re too busy doing their jobs. ‘Let’s just do business,‘ she says, ‘and help the people and the companies that are coming in.‘

A decade in business

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text Douglas Heingartner

INTERVIEW amsterdam inbusiness helps newly-arrived companies in the Amsterdam Area get up and running. That help can involve assistance in finding the right office or home, information on international schools, or even tips on finding a good doctor. The team also provides business intelligence to companies that are thinking about setting up shop in the region, as well as facilitating introductions to strategic partners, knowledge institutions, governmental agencies, and even potential clients. ‘I deal a lot with the city government and the bureaucracy, and for me that’s the fun part of the job,’ says Hilde van der Meer.

‘We‘ve not only become one of the major startup cities in Europe; we‘ve also become a tech hub‘

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Van der Meer sees amsterdam inbusiness as an active participant in the region’s evolution. ‘We are a driver and an announcer of what’s STARTUP CITY happening,’ she says. ‘We constantly A lot has changed in these past ten years. The main market have our eyes and ears open, and when for FDI in Amsterdam has traditionally been European headquarters and sales & marketing offices, which led to an we see a trend, an opportunity, or something that is not being dealt with ecosystem of service providers in the creative, IT, financial, properly, we are very close to the city business and logistics fields, for example. But now (tech) government to be able to address it. Over the years we startups are also part of the mix. ‘We’ve not only become have raised many issues with them, which in the end has one of the major startup cities in Europe; we’ve also improved the investment climate.’ become a tech hub,’ says Van der Meer.

Ten years ago, for example, things were more difficult And it’s the interaction between all those startups, scalefor newcomers to the region says Van der Meer. ‘They ups, and more established headquarters that makes the had to go through lots of bureaucratic hassle before they Amsterdam Area so unique. ‘Many cities in Europe have also become startup cities,’ Van der Meer says, ‘but not all of were able to start working – getting a residence permit them are able to combine the bigger, established companies or a parking permit, for example. So the city started Expatcenter Amsterdam,’ which is now known as IN to really get the business going between them all.

Amsterdam. ‘More recently,’ she adds, ‘we felt there was ‘So we have the headquarters, marketing and sales; we a big shortage in international education so we helped have the tech; we have the logistics; and now, with the to set up a plan, and last year alone, 800 new places at arrival of the European Medicines Agency, we might international schools were created.’ also get the life sciences,’ she adds. ‘Those are the four strengths of international Amsterdam, and for now the AMSTERDAM MARKETING – A COLLABORATIVE four pillars for foreign direct investment.’

APPROACH The amsterdam inbusiness team also works closely SPREADING OUT AND SCALING UP with Amsterdam Marketing. ‘We put all our business Another big change is that neighbouring locations in marketing in their hands,’ Van der Meer says. ‘And if you the Amsterdam Area, such as Amstelveen, Hoofddorp look at cities around the world, they are doing an excellent and Almere, are increasingly becoming part of the job. Amsterdam Marketing is a really professional ‘international’ city. ‘That’s a development we’re really working on,’ says Van der Meer. ‘There are so many people and flexible city marketing organisation. All of the government-related organisations in the Amsterdam Area from all over the world who come to live and work here, so we’re constantly thinking about how we can spread out outsource their business marketing to them, which means we have one story and one uniform look, and it’s all really the growth of the city and scale it up into the region.’ high quality.

‘We‘ve gained a lot of knowledge through the years,’ Van der Meer concludes. ‘My team is great, and people stay for a long time, because you can be part of forming the region.

We’re not city planners, but we deal with what is happening in the region from day to day, and we can help influence it.

‘I’m pretty proud of what we’ve achieved. So maybe we should celebrate after all!’ <

‘We are a driver and an announcer of what‘s happening.

We constantly have our eyes and ears open‘

Colleen Geske

Spending the last few months in London assisting the European Medicines Agency (EMA) with their staff relocation to Amsterdam has left me reminiscing about my own arrival in this country 14 years ago. I’m pleased to report that much has changed in the way the Netherlands welcomes internationals. Long gone are the days of having to report to the ‘Aliens Police’ and criss-crossing the city between endless anonymous governmental bodies. I recall spending my first few days in the Netherlands standing in a long line that wrapped around a grey cement building on the outskirts of town, only to be told we would all have to return the following day and try our luck again at reaching the illusive immigration-stamp desk. No numbered tickets, no orderly systems, no spoken English and certainly nothing resembling the warm welcome the city now extends to its new arrivals.

(formerly known as the Expatcenter Amsterdam), that all relocations – whether big or small, corporate or independent, with family or solo – boil down to the same primary set of concerns: ‘Where am I going to live?’, ‘How will my family fare?’ and ‘How do I make friends?’

We are all relatively similar in our basics human needs, and once the nitty-gritty of homes, schools and jobs have been established, it is very much a question of forging connections and feeling at home in your new homeland.

I remember carrying a pocket-sized DutchEnglish dictionary in my bag with dog-eared pages containing the translations for ‘residence permit’ and ‘temporary stay’. Once I finally managed to obtain the correct sticker in my passport, navigating the rest of Dutch daily life proved to be equally challenging. I quickly realised that I was indeed very much a foreigner in a foreign land: bicycles whizzed by in fast-forward speeds, the Dutch language was not forgiving, and it was a Herculean effort to ensure that you made it to a grocery store before the lights went out promptly at 5 pm.

Shopping on a Sunday? Not a chance. A strike announcement in English on the trains? No such luxuries existed.

So what will it be like for the staff of EMA? Well, not surprisingly, it will be pretty similar to the experiences of all those who have relocated or expatriated to the Netherlands before; the highs and the lows of finding your feet in a new land, deciphering communication, forging new friendships, and bravely discovering the ins-and-outs of a new culture.

Although much has changed over the past decade in the Netherlands, I realised, while working for the City of Amsterdam’s international newcomers centre, IN Amsterdam

Regardless of how welcoming and international Amsterdam has become or how small the world now feels thanks to Facetime, Instagram and Google Translate, one thing remains the same: starting from scratch is a scary thing. Picking up and packing up your entire life is not for the faint of heart. Even the best planned relocations will encounter more than a few bumps along the way.

Speaking from my own experience, there is something truly exhilarating about the possibilities of a blank canvas and a life abroad.

I wouldn’t trade the cardboard boxes, red-tape, and sleepless nights for the overwhelming sense of accomplishment that comes from creating a life you are proud of and have created on your own terms and merits. Relocation, after all, is not about moving bricks, boxes and booking flights. Ultimately it’s about people, potential... and new possibilities.

Going Dutch Colleen Geske is the blogger and bestselling author behind the brand Stuff Dutch People Like. Described as ‘blunt, provocative and wickedly funny’, her blog and books offer a satirical look at Dutch culture as seen through the eyes of an outsider. The Stuff Dutch People Like social community now numbers over 500,000 followers. Originally from Winnipeg, Canada, Geske has called Amsterdam home since 2004. When not writing, she is a communications and social media consultant. stuffdutchpeoplelike.com photography Pim Ras

Relocation, after all, is not about moving bricks, boxes and booking flights. Ultimately it’s about people, potential... and new possibilities 35 AMS

Relocation, relocation, relocation

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Broadening the Amsterdam experience

COVER FEATURE: THE AMSTERDAM AREA

text Hans Kops

Almere

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The feeling of being in Amsterdam exceeds the city limits. The joy of participating in the rhythm and culture of metropolitan Amsterdam, and everything it stands for, is not the sole privilege of the 800k+ city dwellers.

More and more people and businesses in the surrounding area are enjoying it too â&#x20AC;&#x201C; while making the most of the work-life balance in the comfort and calm of a rural setting.

COVER FEATURE: THE AMSTERDAM AREA

LELYSTAD

ZAANSTAD

  HAARLEM  AMSTERDAM DIEMEN  AMSTELVEEN  SCHIPHOL 

LEIDEN

 

ALMERE

 GOOI & VECHT

Almere: ‘We will be the first residential area that produces almost zero waste and is absolutely energy neutral’

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The Amsterdam experience covers a large and highly varied area, roughly covering a radius of 64 kilometres from the storybook canal city that people from all over the world flock to visit and work in. It is the backbone of the success of the area as an economic growth machine and talent magnet in today’s digital society.

‘The proximity of a metropolitan hub fuels the Amsterdam Area, and our hinterland provides the city with the space to grow and develop further,’ explains Hilde van der Meer of amsterdam inbusiness , in her office overlooking the Dutch capital’s iconic skyline. ‘Because of the attractiveness of the brand name ‘Amsterdam’, the region draws visitors from all over the world, and attracts new businesses and ventures.

In turn, our regional partners make it possible for us to maintain the sustainable growth path we are on. To be able to accommodate more new businesses, and host the growing number of internationals and their families, we intensify our cooperation by upscaling the ‘Amsterdam-ness’ and integrating our services to internationals. Without losing our valuable identities, naturally.’

TICKET TO THE WORLD The Amsterdam Area allows the city to expand, while the Amsterdam brand is the area’s ticket to the world in terms of its sphere of influence.

The Amsterdam Area covers 33 municipalities (Amsterdam included) in two provinces, and is home to a total of 2.4 million inhabitants (or consumers, depending on your perspective), 1.5 million houses, and 230,000 businesses.

It boasts two airports, two seaports, a leading financial centre, the world’s busiest Internet exchange and flower

New Town Almere In the mid-20th century, the polder city of Almere was built on land reclaimed from the IJsselmeer lake, so deciding to train crews for cruise ships here may seem like an odd choice to make. However, Carnival Corporation decided to locate its new worldwide training centre (with its own hotel) in Almere Duin, a man-made dune area in the new Almere-Poort district. Some 7,000 naval officers and crew members have stayed here for their computer-animated training sessions since. ‘Carnival chose us for three reasons: the proximity of Amsterdam and the well-connected Schiphol airport, the quality of life here, and the space available for future expansion. They’ve been enthusiastic ever since,’ say Monique Vredenburg and Jan de Groot from the foreign investment desk in Almere.

Roughly the same size as Amsterdam in terms of area but less densely populated, Almere has something to offer that is very rare in a metropolitan area: an abundance of affordable space available for businesses and internationals. ‘Of the 150 international businesses that we are hosting today, most are in space-intensive activities like distribution, storage and assembly. Lately, we’re seeing a concentration of companies that specialise in fast-fashion concepts. Only recently, Inditex, the Spanish concern that holds brand names like Zara and Pull&Bear, decided to open a mega-distribution centre in nearby Lelystad Airport Business Park.’

Almere is becoming more and more attractive for internationals to live, too. ‘We see an influx of internationals.

Many of them have lived in the city, but at some stage they want more personal space. This is the one place where they can afford this, without losing the metropolitan attractions and direct access to the amenities that it brings. Moreover, Almere was awarded last year’s Best City Centre for a mid-sized city, and we are Europe’s number-one spot for contemporary architecture.’

Almere works hard to better accommodate more internationals. It boasts two international schools (without waiting lists) and offers a temporary home to a growing number of international students in custom-designed housing concepts for singles. In 2020, an International Campus will also be completed.

Culturally, Almere organises festivals for the large communities of Indian and Japanese natives living here, and it will host Floriade 2022. A world expo on horticulture, Floriade is also Almere’s showcase for the sustainable city it aims to be. ‘Eventually, this will be the first residential area that produces almost zero waste and is absolutely energy neutral,’ say Vredenburg and De Groot.

From top: ???

Bicycle lane to Almere, with a view of Eemmeer

Modern canal houses, Almere

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Almere Duin

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Amstelveen countryside

Amstelveen

Amstelveen City Shopping Mall

COVER FEATURE: THE AMSTERDAM AREA Amstelveen Amstelveen is the most international part of the Amsterdam Area: close to 20% of its inhabitants are internationals on shortor long-stay contracts. Their presence has become part of the culture of suburban Amstelveen, and makes it extra attractive – drawing more and more international businesses and people to its green front yard.

Another example of such close cooperation at an international level is the founding of a new primary school for the children of internationals, in addition to the existing comprehensive international schools. Research showed that the waiting list for new students was too long. During a trade mission to India, representatives of Amstelveen, Amsterdam and amsterdam inbusiness met with representatives of Amity, a not-for-profit foundation which educates some 150,000 students in 12 countries. There, the idea for Amity International School Amsterdam (AISA) was born. ‘We have facilitated this initiative as well as we can,’ says Jane van Kampen-Zoutendijk, responsible for attracting new business and investments. ‘The school opened at the beginning of this year.’

Amstelveen hosts many international businesses too. For a long time, the majority was Japanese, but nowadays Amstelveen is on the shortlist of a rich variety of international companies. Given its location – literally in between Amsterdam and the vast airport complex, divided only by the biggest park in the southwest of the city – Amstelveen must be creative with the scarce room it has available. ‘We give priority to the refurbishment of office locations into business parks that meet today’s demands for an inspiring, accessible and eco-friendly work environment.’

She knows that the Amsterdam brand name works for her city: ‘In a knowledge-based society, any enterprise is becoming more and more a people’s business. Being so close to one of the most appealing cosmopolitan centres in Europe is very important.

Businesses want to attract and retain talent, and being part of the Amsterdam Area helps them do just that. On the other hand, we see that people appreciate their work-life balance and want to live outside the busy city that they experience during their working day. This is especially the case for families, but we also see more young people who want the best of both worlds. That’s why Amsterdam works for us, and we work for Amsterdam.’

Amstelveen: ʻBeing so close to one of Europeʼs most appealing cosmopolitan centres is very importantʼ

auction, a dense network of professional services providers, three universities (not counting the one in Utrecht) and various institutions for higher education (all with bilingual curriculums), 18 international comprehensive schools, and an easily accessible network of health institutions. The area is also home to a large number of creative, digital and FinTech enterprises in the startup and scale-up stage; a Media Valley (cluster of entertainment companies around Hilversum), a Seed Valley (seed cultivation in the strip around Enkhuizen), and a Health Valley (companies from Leiden to Wageningen that work in bio and life sciences), as well as a strong fast-fashion industry. In addition, everything is compact and connected. The average commute time is lower than in most agglomerates, and it takes an hour at most to swap your office chair for an airplane seat that takes you directly to more destinations than your current timetable contains. And the Amsterdam Area has superior Internet connections too.

TAKING THE TOUR But Amsterdam’s bestselling point is the geophysical variety within direct reach. Join us in taking the tour. Going clockwise: leaving the city to the north, in minutes you enter a historic polder landscape (on UNESCO’s World Heritage list), sprinkled with medieval towns and villages (some even older than Amsterdam) and dominated by Zaanstad , with its strong industrial heritage. To the east stretches the vast space of the more recently man-made Flevopolder, featuring Almere  and Lelystad , the two fastestgrowing residential areas, separated by the wilderness of the Oostvaardersplassen National Park. Southeast lies the region of Gooi & Vecht , a favourite residential area and home to the media and entertainment industries. In the shadow of Amsterdam, you’ll find suburban and green Amstelveen , a favourite place to live for many Japanese and Indian internationals and their families. Moving south, you’ll find the Haarlemmermeer, host to Amsterdam Airport Schiphol , and further away Leiden  – the

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Amstelveen’s population is diverse. Today, for example, it’s home to more than 5000 people with an Indian background. A cricket competition is organised for them in the nearby city park Amsterdamse Bos, and the annual Diwali light festival is also a highlight. Both are very popular among the Indian community and the rest of the population. There are also 1,700+ Japanese inhabitants. This strong community has had a presence in Amstelveen for decades now, enriching both the city and the lives of the Japanese who live there in many ways. Unsurprisingly, Amstelveen is home to some of the best Japanese restaurants and stores in the Netherlands, and has its own Japanese school.

COVER FEATURE: THE AMSTERDAM AREA Amsterdam Airport City As Haarlemmermeer’s head of marketing & investments, Mustafa Tanriverdi knows that the most appealing USP of the Haarlemmermeer is its location: close to Amsterdam and host to Amsterdam Airport Schiphol. The vast airport complex is located opposite the polder city, only divided by the motorway that connects Amsterdam and Rotterdam’s maritime cluster.

birthplace of Rembrandt and former home of the Pilgrim Fathers; now a leading academic centre of life sciences and biotech in Europe. To the west, you can relax on the North Sea beaches or spend time in the seaside resorts. And then there is Haarlem , lifted from the Golden Age to modern times while maintaining its authenticity. All this, once again, within an hour’s travel time from the bustling crossroads of business and city life that is Amsterdam.

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HARD TO CHALLENGE ‘This proposition of city life in a rural setting is hard to challenge,’ says Van der Meer, who is responsible for attracting new business and boosting economic development. But the continuously growing demand of businesses and institutions to set up a location near Amsterdam, fuelled by the upcoming Brexit, creates a situation that can easily turn into a luxury problem.

That’s why an Amsterdam Area 2020 Agenda has been set, and amsterdam inbusiness is actively speeding up the distribution of some of the internationally oriented facilities of the big city to its neighbours.

One of the aims is to scale up the number of international schools in the region and the number of students they can host. Last year, there were 16,000 places in bi- and multilingual education available in the entire Amsterdam Area, up 850 from previously; and plans are to reach a target of 19,000 in two years. ‘Two new schools were set up and two existing ones have expanded,’ says Van der Meer. ‘A broad selection of schools, with an international focus, is on everyone’s shortlist. So this is a top priority. We know that people choose their residence closest to the place where their children can be educated. This makes it an interesting mechanism to release the pressure on the city and balance the concentration of internationals elsewhere.’

URBANISATION OF THE REGION Another priority is managing the availability of affordable and suitable housing. The housing market in the city is overheating, certainly compared to neighbouring cities.

Property prices are high by Dutch standards (although not as high as in Greater London, for instance, or Paris plus its suburbs) and the political debate rages on about the extent to which this can lead to divisiveness. Further urbanisation of the region is the answer, and the challenge here is to develop housing that fits both young native-Dutch newcomers to the housing market as well as internationals.

Being able to board an aeroplane in what must be worldrecord time, and still be only a few train stops away from Amsterdam’s financial centre and its heart, is a huge seller for the Haarlemmermeer. ‘All in all, we host some 600 international businesses,’ says Tanriverdi. ‘Among them are Europe’s largest concentration of data centres and a cluster of logistics companies that offer seamless connections with the rest of the world. Most of the internationals who work in these companies choose to live here. They want to be close to their workplace and close to metropolitan Amsterdam.

That’s why we promote ourselves as Amsterdam Airport City in the international community. We are the sustainable, spacious and affordable gateway to Amsterdam and the rest of the Amsterdam Area, and have been voted Top Economic Location for many years in a row.’

Haarlemmermeer’s second point of pride is that it’s home to the most sustainable business park in Europe. All offices in Beukenhorst-Zuid are energy-neutral, and some even produce more energy than they use. In the heart of it lies The Valley, a living lab where work and housing concepts are being developed for a soon-to-be circular economy. Hyde Park Hoofddorp is also being created close by, promising to be a unique city park designed with eco-houses, apartments, tennis courts and a self-sufficient way of landscaping. ‘We aim to be on top of developments that shape the future of the urban environment,’ Tanriverdi says.

In line with the Amsterdam Area’s top priorities, the two international schools in Haarlemmermeer will be expanded, and by 2020 an estimated total of 5,500 new houses and apartments will be on the market for lease or sale. New living concepts are being developed all the time.

But the housing demand of internationals is varied.

Some come here for a short period; others are looking for a suitable home for a year or more. And there is a growing group of internationals that bring their families along; they naturally have different accommodation needs than single, young, urban internationals. ‘We need more customised housing,’ explains Van der Meer. ‘For the family group, the housing range available exceeds their needs. Plus, a quarter of a million new houses will be built in the next 20 years. In Amsterdam alone, we have a project (Haven-Stad) that will create up to 70,000 houses and apartments in the popular waterfront area in the next five years. There are also a lot of short-term initiatives: in one of our suburban areas, Diemen , empty offices are being refurbished in Holland Park. These are especially designed to host international singles and duos in a cosmopolitan environment. The same goes for Haarlemmermeer. And there is the “Friends” concept, in which youngsters can share their rent with one or more roommates at the same address. These sorts of new living concepts are being created throughout the Amsterdam Area. A good example creates a chain reaction, and it is our role to put this in motion.’

CROSSING THE RIVER IJ The next step is to bring more Amsterdam experience into these newly developed residential areas. ‘It’s not that the city centres of Almere or Haarlemmermeer, for instance, must be lookalikes of what we have here. That’s impossible,’ says Van der Meer. ‘But we will make sure that the connections are optimal. That way, Amsterdam comes to the region – even more prominently than it already does.’

Amsterdam Noord is a case in point. ‘After it became public knowledge that Noord would be connected to the underground metro system, this somewhat isolated post-war industrial area quickly transformed into one of the most popular hotspots. The area became a magnet for restaurants, media, FinTech startsups, galleries, cinemas, a great variety of retail stores – you name it. Amsterdam has officially crossed the River IJ – just like it has, and will, to other parts of the Amsterdam Area as well.’ <

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© Margot Oosterveen

Amsterdam Airport City: ‘We are the sustainable, spacious and affordable gateway to Amsterdam‘

Š Jannes Linders / Benthem Crouwel Architects

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INDUSTRY UPDATE: TECH/AI

Thanks to support from the municipality, an expanding pool of homegrown and international talent, and successful partnerships between ambitious multinationals, innovative startups and leading researchers, Amsterdam is becoming a force to be reckoned with in the fields of technology and Artificial Intelligence. text Catalina Iorga

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Tech for the futureproof city

INDUSTRY UPDATE: TECH/AI

‘The City of Amsterdam has great potential to become a leading hub for AI‘

There are more than 30 parks in Amsterdam. From cosy barbecues to vibrant festivals, these leafy spaces welcome more than 9 million visitors each year.

But the Dutch capital is also home to a different kind of park: Europe’s largest centre for science education, research and entrepreneurship for ICT, green business and advanced instrumentation. Since its 2010 opening, the 70-hectare Amsterdam Science Park has grown into a hub for more than 120 research institutions and businesses, which include innovative tech startups and scale-ups. One of these is University of Amsterdam (UvA) spinoff Scyfer , which was acquired by Qualcomm – the global wireless industry’s largest chip provider – in 2017, thanks to an already fruitful partnership at the QUVA lab for deep vision.

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TAPPING INTO THE AI BOOM Complementing Amsterdam Science Park’s roster of collaborations between cutting-edge researchers and corporate innovators, in March 2018 the UvA and City of Amsterdam announced their joint plan for a world-class hub in the field of Artificial Intelligence (AI). Expected to be fully operational by 2021, Amsterdam’s AI hub is tapping into the booming global AI market, which was

project.amsterdam – attracting top tech talent For project.amsterdam (‘project: a‘ for short), Amsterdam-based, tech-driven companies Adyen, BTC.com, Dimebox, Effectory, Elsevier, Flow Traders, Mollie Payments, Optiver, Takeaway.com and Picnic presented StartupAmsterdam (project: a’s coordinator and the ultimate guide to Amsterdam’s booming startup ecosystem) with ten ambitious projects that cover topics ranging from disrupting FinTech to groundbreaking AI. To achieve their goals, these companies need the finest software engineers and data scientists. So top talent from around the world was invited to Amsterdam in May 2018. As well as attending The Next Web Conference – the international tech festival that connects international executives, top-tier investors and promising startups – they also interviewed with their preferred companies.

Those techies that made a lasting impression got job offers. As Jan Joost Kalff, cofounder and CCO of Dimebox, puts it: ‘project: a not only brings companies in contact with talent, but also solidifies Amsterdam’s status as a tech knowledge hub for many industries.’

worth nearly $2.5 billion in 2017. As this figure is set to grow exponentially over the next decade, the Dutch capital has its eye set on leveraging AI’s potential not only to improve people’s quality of life, but also to boost the city’s established sectors, ranging from life sciences to FinTech.

‘Amsterdam is known for its top-notch medical research in areas such as oncology, neurology and cardiology, but also as a thriving AI scene. We want to create a business model that combines AI and health,’ says Jeroen Maas, Health Challenge Lead of the Amsterdam Economic Board, a public-private partnership working to turn the Amsterdam Area into one of the top three most innovative regions in Europe by 2025. Maas is also overseeing the development of another groundbreaking initiative: the AI Health Lab. ‘With this lab, we aim to convene healthcare providers, scientists, SMEs and corporates that have shared goals and a great willingness to cooperate,’ Maas explains.

MEDICAL OPPORTUNITIES One of these ambitious players is Pacmed , which combines machine learning with medical expertise of institutions such as the renowned VU Medical Centre to develop decision support tools based on analysing anonymous care data. Handling such sensitive data also entails privacy concerns. And the rise of AI and machine learning is sometimes seen as a threat rather than an opportunity. But according to Jim Stolze, cofounder of Aigency  (see box, right), the Dutch capital is on the right path. ‘It has great potential to become a leading hub for AI, but we have to make sure that students see an optimistic future, one in which their talent is of value. Although we should seriously consider concerns about issues such as massive job loss due to automation, I truly believe that we shouldn’t fear AI. We should shape it,’ says Stolze.

KICK-STARTING CAREERS IN AI One way to shape the future of AI is through business development programmes that help startups achieve their growth ambitions – something Amsterdam does exceptionally well, with €322 million raised by the city’s startups and scale-ups in 2017 alone. Rockstart , which mainly supports startups operating in areas such as smart energy and web & mobile, launched Europe’s AI-focused accelerator in April 2017. And to fuel the next tech generation, the recently launched Amsterdam School of Data Science  – a collaboration between four of the city’s research and applied sciences universities – offers over 250 data-science driven bachelor’s, master’s, postgraduate and professional programmes, as well as the chance for students to work on data challenges with diverse companies such as Google, Air France KLM, and Ahold.

These students will likely have their pick of future careers.

According to research platform Dealroom’s November 2017 report, 60,000 people work at more than 1,000 of the

‘Regardless of all the concerns, I truly believe we shouldn‘t fear AI. We should shape it‘

Dutch capital’s tech companies, ranging from startups and scale-ups to tech-heavy media and finance companies such as Euronext and TMG, homegrown tech giants such as Booking.com , TomTom  and Adyen  – which employ 6,000 people between the three of them – and foreign players with major local offices like Uber , Tesla  and Amazon . Of these 60,000 tech roles, more than 10,000 were added in 2016 and 2017 – a job creation feat matched only by the hospitality sector.

The city’s tech hub reputation is also proving irresistible to foreign startups. For instance, the London-based iGeolise will be creating a tool for Amsterdam Marketing that makes locations searchable on travel time rather than distance.

This complements Amsterdam’s efforts to transparently use big data to grow as a responsible digital city – one that gives room to innovative ideas. <

AMSTERDAM

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Jim Stolze

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© Frank Ruiter

Aigency – helping multinationals experiment with AI and machine learning ‘The seed for Aigency was planted back in 1982, when my father gave me my first computer, a Commodore 64 and said, “It can’t do anything. You have to teach it yourself”. Looking back, this was almost prophetic advice,’ recalls Jim Stolze, cofounder of Aigency, the global network for AI professionals. After cofounding a digital advertising agency and initiating TEDxAmsterdam, Stolze fully immersed himself in AI and soon met Aigency cofounder Michiel Berger, a tech entrepreneur who had sold his online optimisation venture to ComScore.

They were then joined by Eiso Vaandrager, a seasoned venture capitalist fuelling Aigency’s international ambitions. Aigency prides itself on collaborations with companies such as Heineken. ‘Michiel describes us as “contractors for large AI renovations”,’ says Stolze. ‘Together with each client, we define the problem and parameters for the solution. Thanks to regularly rotating teams of the best specialists from our network, the outcome always exceeds our expectations.’

NATURE

MOBILITY

Mona makes use of all of Almere’s transportation: buses, free parking at the train station, and its nearby highways. With Lelystad Airport expected to be operational next year, Almere will be even better-connected.

The family enjoys walking Yorkshire Terrier Toughy in nearby Cascadepark and along the beaches of Weerwater Lake on the outskirts of town. Almere features 42 kilometres of coastline.

WORK

Mona loves the flexibility of her part-time job and appreciates the Dutch work-life balance with its emphasis on family time. The Netherlands is ranked first in the world for work-life balance, according to the OECD.

HOUSING

Tired of renting, the family bought their first home earlier this year. Home ownership is an attractive option: Almere offers more for less while still being only 26-kilometres east of Amsterdam.

SCHOOL

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‘Everything’s dependent on school,’ says Mona of the couple’s decision to settle in Almere. ‘I don’t want to waste time in a train.’ The Amsterdam Area has about a dozen international schools in it.

A DAY IN THE LIFE

SPORTS

While younger daughter Farah ‘lives in the dance studio’, big sister Malak prefers kickboxing. Almere boasts more than 300 sports facilities and more than 100 sports clubs.

How internationals live in Almere: Mona Hassan and Haitham Asal

While her daughters head to Amsterdam for their retail therapy, Mona prefers Almere’s modern centre, where the shopping is less hectic and boasts a lakeside view. Almere gets high marks for its cuttingedge architecture.

‘We went to settle their school first and found housing later,’ says Mona, whose daughters had already been enrolled in International Baccalaureate programmes in Johannesburg and Cairo. ‘Schools and housing are a challenge in Amsterdam, so to have a good school in Almere is a big attraction.’

All the more so because the couple wasn’t sure how long they’d be staying. But now that Haitham has a permanent contract, they purchased their own home in Almere. ‘We are used to big houses,’ says Mona. ‘We have more space here and it’s more affordable.’

The lifestyle also suits them. ‘Almere is very familyoriented,’ Mona says. ‘My girls move safely around on bicycles and they’re happy.’ Plus, Mona adores Amsterdam: she is there almost every day for work or pleasure. ‘I have a balanced life,’ she says. ‘We live in the quiet of the suburbs, but are close to city life. It’s 15 minutes to the centre of Amsterdam. In Cairo, we drove for hours!’

The country’s youngest city, a so-called ‘New Town’, the land Almere sits on was reclaimed from the IJsselmeer lake, its first house built in only 1976. (‘Almere is exactly as old as I am!’ Mona points out.) Now home to 200,000 people and 13,000 businesses, Almere has proved especially popular with internationals.

‘It’s a very good expat location,’ says Mona. ‘There’s lots of diversity, good public transport, and almost everyone speaks English.’ Mona works part-time as the project manager of Amsterdam’s ACCESS Helpdesk, an organisation that gives advice to internationals to help ease their transition into the Netherlands – something Mona herself has mastered. inamsterdam.com

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SHOPPING

Cairo natives Mona Hassan and Haitham Asal moved to the Netherlands via text Lauren Comiteau South Africa, photo Marijn Scheeres/Phenster where Haitham was working as a technical officer for telecommunications giant VEON. Three years ago, the company transferred him to its Amsterdam headquarters, and after a brief sojourn back to Egypt, Mona and their two daughters, Malak and Farah, followed. They lived in Amsterdam Zuid at first, but as soon as their daughters were accepted at the International School Almere, they knew where to call home.

INDUSTRY UPDATE: LIFE SCIENCES AND HEALTH

Working towards a brighter future

The Dutch openness to collaboration stretches back to the Middle Ages, when people worked together to prevent flooding. Today, that openness to working towards a common goal is helping put Amsterdam at the forefront of scientific research.

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text Alex Hibbert

© Amolf

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Amsterdam Science Park

© Pharma Gateway Amsterdam

NuVasive

One shining example of this collaboration is Oncode – an independent oncological research institute that brings together the work of the Netherlands’ leading researchers. How Oncode operates is a new model for science: it works as a virtual institute, creating a digital platform for collaboration and debate between top researchers and leading public and private partners. This innovative approach keeps the institute’s environmental footprint as light as possible, and ensures new discoveries make their way into treatment clinics quickly. Oncode’s mission is clear: to help more patients survive cancer, to improve the quality of life for those afflicted and, ultimately, to cure the disease. ‘It’s a thrill to see a whole country come together around a disease that everyone hates,’ says David Livingston, of the Dana-Farber/Harvard Cancer Center.

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The Amsterdam Area remains a world leader in innovative medicines and treatments

A CENTRE FOR ADVANCES IN SCIENCE Another key player in Amsterdam’s scientific and academic advances is the Amsterdam Science Park . One company that is continuing to make breakthroughs in the fight against cancer is Kite EU  (formerly Kite Pharma), which is headquartered at the park. It is currently in the process of gaining EU approval for YESCARTA, a revolutionary treatment for non-Hodgkin lymphoma that modifies patients’ white blood cells to recognise and attack cancerous cells. The Science Park welcomed 39 new companies in 2017, from startups to multinationals. And its visionary tech startup initiative, Startup Village, now houses more than 20 companies at its 150 workplaces. In fact, the village has been such a success, the Science Park will add

another 150 workplaces this year.

Amsterdam also has a long and proud history of scientific research on HIV and AIDS, much of which involves working with marginalised populations to prevent new diagnoses and help reach the ambitious goal of ending AIDS by 2030. That heritage was a contributing factor in the city being named the host of the International AIDS Conference 2018. In total, more than 15,000 delegates from more than 160 countries are expected to attend the July event. ‘We are delighted to convene the conference in a city and country so committed to fighting the epidemic,’ says Chris Beyrer, the former president of the International AIDS Society (IAS).

LEADING THE WAY IN TREATMENTS AND MEDICINE In addition to creating new models of collaboration and research, the Amsterdam Area remains a world leader in innovative medicines and treatments. Companies currently thriving by tapping into the area’s innovative DNA include NuVasive , a leading medical company that is transforming spine surgery with new technologies that offer minimally invasive, procedurally integrated spine solutions. The company, which employs over 2,400 people in more than 40 countries around the world, has its international headquarters in Amstelveen, just south of Amsterdam’s city centre.

WORKING TO IMPROVE LIVES Besides leading the way in innovation and research, companies working in the Amsterdam Area are making a positive impact on society as a whole. Senioren Society  is a family-run business that focuses on helping the elderly live a safe, happy and healthy life in their own homes.

INDUSTRY UPDATE: LIFE SCIENCES AND HEALTH

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Along with creating a forum for elderly people to share information and answer questions they may have about living independently, the society offers specialised advice to its elderly members and recommends suitable services.

Similarly, Senioren Zorg Plan  specialises in providing homecare for elderly people suffering from all forms of dementia. Its team of dedicated professionals takes care of everything from washing and dressing to preparing food and spending quality time keeping their residents’ company.

The Dutch are some of the happiest and healthiest people on earth, mainly because they care for one another. That mentality has inspired VraagApp , an online platform that helps empower some of society’s most vulnerable citizens, such as the elderly or those living with mild disabilities, to live more independently by enabling them to ask questions about issues such as debt management, public transport or using a computer. This also takes some of the burden away from their prime caregiver.

‘More and more vulnerable people experience society as complex,’ Frank Shalken, VraagApp’s founder, explains.

‘VraagApp connects people so they can ask everyday questions to flexible volunteers, resulting in avoidance of stressful situations and problems escalating.’ The app was one of the winners of the Amsterdam City Fellowship, which will make the app available to 400 vulnerable residents in Amsterdam this year. Like the people who worked together to fortify flood defences all those years ago, the Amsterdam Area is fostering an environment where people work together for the greater good. <

European Medicines Agency The Amsterdam Area is cementing its reputation as an exceptional logistics hub and centre for development and regulation.

Without a doubt, the biggest boon to this is the European Medicines Agency’s (EMA) move from London to Amsterdam. Responsible for the scientific supervision, evaluation and safety monitoring of medicines in the European Union, EMA is the only gateway to the European market for many biotech medicines, making it essential for many life sciences companies. The move will be completed in March 2019 and will see EMA take up residence in Amsterdam. First the EMA office will be housed at Sloterdijk, before it will make the final move to Zuidas, Amsterdam‘s modern business and residential district, where 7,000 new homes and office space for around 60,000 workers are currently being built. EMA’s move perfectly complements the Netherlands’ established logistics and intellectual property companies, including the European Patent Office  in The Hague, the Medicines Evaluation Board  in Utrecht and Pharma Gateway Amsterdam .

Amsterdam Science Park Amsterdam Science Park is one of the largest concentrations of beta sciences in Europe, and an internationally recognised hub for research, education and entrepreneurship. Home to more than 10,000 scientists, students and entrepreneurs, the University of Amsterdam’s Faculty of Science, the Amsterdam University College, dozens of renowned research institutes and some 120 companies, it continues to evolve as a vibrant melting pot where business, science and innovation meet. Its on-site Startup Village for science-based startups is doubling in size this year. As host to the largest data transport hub in the world, the Amsterdam Internet Exchange (AMS-IX), more than 80% of Europe can be reached in just 50 milliseconds from Amsterdam Science Park.

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TESTIMONIAL: CANON

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‘Japan on the Amstel’

For 30 years, Canon has blazed a trail for Japanese companies to follow in the Amsterdam Area. Today it is an integral part of the thriving municipality of Amstelveen.

The area has become known as ʻJapan on the Amstel’.

Amstelveen is the location for Canon’s operational headquarters for Europe, the Middle East and Africa (EMEA), and employs around 700 people from 46 different nationalities. Although the company is Japanese, its international reach means that everyone at the plant uses English to communicate.

Site Manager and Senior Vice President of Business Operations (EMEA) Perry Buenen says that the Amsterdam Area attracts a diverse range of talent from around the world, also claiming it as a good location for doing business with the rest of the EMEA region.

Amsterdam Airport Schiphol is just 13 kilometres away, and all the logistics and operational support for Canon in the EMEA region are planned from Amstelveen. From the Netherlands, Canon distributes to 120 markets in 30 text: Paul Anstiss different countries.

However, Buenen says it isn’t just the location that is appealing: ‘The fact-based, data-driven, rational approach is very Japanese. But it is very Dutch at the same time. I think that the focus on quality and longer-term orientation is very applicable to Japanese companies in general; and the HOME AWAY FROM HOME international environment, particularly in this region, is very Buenen claims Amstelveen has become a home away attractive.’ from home for Japanese expats: ‘I think one of the reasons why the Japanese community likes this area is because of the facilities – medical facilities, educational facilities KYOSEI: WORKING AND LIVING TOGETHER FOR such as the International School of Amsterdam, shops, THE COMMON GOOD good restaurants (even Japanese ones), work-life balance, Canon encourages involvement in the local community housing… It’s all these kinds of things that make it enjoyable through joining in local activities and maintaining a for the Japanese to live here. In general, it’s a good life.’ good relationship with the local municipality and other stakeholders. It follows a philosophy first popularised by STAYING RELEVANT IN THE SMARTPHONE AGE the former chairman of Canon Inc., Ryuzaburo Kaku. In Japanese it’s known as Kyosei or ‘working and living together The design and manufacture of traditional SLR cameras for the common good’. Canon believes that whatever good it and office printers remains the lion’s share of the does for society is ultimately good for the company, and that company’s portfolio. However, Canon recognises that it must diversify its interests if it is to remain relevant in the Kyosei has helped Canon grow into the successful multifast-moving technological age. It has acquired companies national corporation that it is today. such as Milestone Systems to develop camera surveillance technology through image-processing software. More recently, it also acquired Toshiba Medical to add to the

‘The fact-based, data-driven, rational approach is very Japanese.

But it is very Dutch at the same time‘

Perry Buenen

existing Canon Medical healthcare-focused business. It provides specialist lenses (OLED) for use in a wide variety of (industrial) products and, through the acquisition of Océ in 2009, Canon is a strong player in the field of commercial printing.

Buenen says it’s about applying Canon’s core strengths to new and exciting business areas. ‘Of course, we recognise the impact of user smartphones, for sure. But Canon has laid out a strategic plan to ensure that in the long term we will respond to those implications by adding new business areas to our existing portfolios, such as life sciences, security and other areas where we can use our core technology.

Ultimately, you will see a shift, but the camera market is still very important to us and we will continue to make significant investment there as well as in new areas.’

As for Amstelveen, Buenen says Canon and its workforce are very happy there. <

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© Mark Horn / Phenster

Canon in Amstelveen: fast facts • Operational headquarters and warehouse for Europe, the Middle East and Africa • Located in Amstelveen since 1988 • Circa. 700 employees • 46 nationalities • Language spoken: English • Main functions: Business Operations, IT, Procurement, Canon Medical, part of Consumer Imaging business for the Netherlands and the spare parts warehouse • Diverse range of business: Office Imaging, Professional Imaging, Consumer Imaging, Network Cameras, Commercial Printing, Medical Systems, Industrial Products • Reuters named Canon among its Top 100 Global Tech Leaders 2018 • Demonstrated its innovative printing technology by printing a copy of Johannes Vermeer’s iconic ‘Girl with a Pearl Earring‘ for the Mauritshuis Museum in The Hague

AMS

IBC2018

Unseen

The world’s leading media, entertainment and technology show showcases cuttingedge media tech to some 35,000 media professionals and creative hobbyists.

EVENTS IN

This event provides a platform for the international community to discuss what’s new in the photography world and for up-and-coming talent to showcase their work.

13–18 September / RAI Amsterdam / show.ibc.org

Amsterdam Dance Event For five days every October, Amsterdam transforms into a global hub of electronic dance music. ADE sees the world’s biggest DJs, producers and industry professionals descend on the city to guide more than 200,000 clubbers through a programme of over 450 events, ranging from hedonistic raves to talks, debates and workshops.

21–23 September / Westergasfabriek / unseenamsterdam.com

text Megan Waters

17–21 October / Various locations / amsterdam-dance-event.nl

Pride Amsterdam In one of the globe’s biggest and best celebrations of LGBTI culture, a rainbow of parties and events take place across the city.

28 July–5 August / Various locations / pride.amsterdam

The World Summit AI

15–16 October / KIT Royal Tropical Insitute–Tropenmuseum / ewpnamsterdam2018.eu

IBC

13–18

9 Amsterdam City Swim

Under 30 Summit Europe

5–7

European Congress of Immunology

2–5

Pride Amsterdam

28 July – 5 Aug

International AIDS Conference 2018

22–27

Holland Festival

7 June – 1 July

WeMakeThe.City

20–24

State of the Region

Sept.

Uitmarkt

Aug.

July

20

Money 20/20

June

4–6

King’s Day

26 & 27 Apr

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2018

This annual conference brings together women from all around Europe who work in FinTech and payments. It features interactive panels, workshops and plenary sessions with female industry leaders.

24–26

10–11 October / Gashouder Westergasfabriek / worldsummit.ai

European Women Payments Network

16–25 World Cinema Festival

This two-day event sees enterprises, startups, investors and deeptech experts gather to discuss the future of artificial intelligence.

TNW Conference

Rembrandt 2019

To mark the 350th anniversary of Rembrandt van Rijn’s death, special exhibitions, events and activities will take place across the Netherlands throughout 2019 to celebrate his life, work, pupils and city.

Holland Festival

The Next Web’s leading tech conference brings together digital minds of top tech developers, entrepreneurs and CEOs to discuss up-andcoming web trends and innovations.

iamsterdam.com/rembrandt2019

The very best in opera, classical and world music, theatre, dance, ballet, art and multimedia performance take over Amsterdam’s stages during the month of June.

Amsterdam Light Festival

24 & 25 May / Gashouder Westergasfabriek / thenextweb.com

This popular annual event transforms the city into a dreamy landscape of illuminated art from international artists.

7 June–1 July / Various locations / hollandfestival.nl

29 November 2018–20 January 2019 / Various locations / amsterdamlightfestival.com

King’s Day

International AIDS Conference 2018

In celebration of King Willem-Alexander’s birthday on 27 April, the whole of the Netherlands transforms into one giant party that starts on the evening of the 26th. With festivals, street markets and events galore, there’s opportunity for everyone to join in the fun.

The biennial conference sees around 15,000 global leaders, policymakers, researchers and advocates meet to discuss the latest developments in HIV-related research.

22–27 July / RAI Amsterdam / aids2018.org

26 & 27 April 2019 / Citywide / iamsterdam.com/kingsday

State of the Region

Displaying an array of Japanese food, culture and performances, this event aims to strengthen ties between the Netherlands and Japan.

At this annual event, stakeholders from business, knowledge institutions, cultural organisations and regional governments in the Amsterdam Area discuss their vision and challenges for the region.

20 June / stateoftheregion.nl

4 November / Stadsplein Amstelveen / japanfestival.nl

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May TNW Conference

29 Nov – 20 Jan 2019 Amsterdam Light Festival

22–25 Amsterdam Art Weekend

Japan Festival

2019

4

ADE

17–21

15–16 European Women in Payments Network

The World Summit AI

10–11

Amsterdam Capital Week

24–28

Unseen

9

2 TEDxAmsterdamWomen

Nov.

Oct.

24 & 25

20–24 June / Various locations / wemakethe.city

King’s Day

This five-day event tackles urgent everyday challenges in the urban environment through lectures, film screenings, expositions, performances, urban expeditions, games, workshops and expert meetings.

Japan Festival

26 & 27 Apr

WeMake The.City

Š Gabriela Hengeveld Impact Hub garden at the Royal Tropical Institute Abbey Road Institute

Š Gerrit Alink

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Tatiana Glad, Co-founder and Director of Impact Hub Amsterdam Ellen Oetelmans, Programme Manager Amsterdam Impact, City of Amsterdam (Department of Economic Affairs)

TESTIMONIAL: IMPACT HUB

The social entrepreneurial ecosystem in Amsterdam is growing. With concrete deals being brokered between impact investors and entrepreneurs, this emerging sector, which expertly combines idealism with pragmatism, is becoming serious business. text Catalina Iorga

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The proof is in the deal flow

TESTIMONIAL: IMPACT HUB Doing business while doing good is here to stay: ‘What is most valuable about social enterprises is that they dynamically blend social responsibility with business opportunities,’ says Tatiana Glad, cofounder and director of Impact Hub Amsterdam – part of the Impact Hub network with more than 16,000 members in over 100 cities worldwide – and member of the Impact Hub Association’s Global Board.

And in the Netherlands there are more than 5,000 enterprises adding societal value through profitable products and services. In just five years – between 2010 and 2015 – the annual turnover of the Dutch impact entrepreneurship sector grew by 70% to €3.5 billion and created more than 25,000 jobs, according to McKinsey study Scaling the impact of the social enterprise sector (2016).

In this remarkable growth story, the collaboration between Impact Hub and the City of Amsterdam plays a key role. ‘As the municipality, we want to be an ambassador for social entrepreneurship. We have invested time and money to bring together impact entrepreneurs and larger companies, who increasingly see these entrepreneurs as innovation partners, as well responsible suppliers who can amplify the positive impact of committed corporates,’ says Ellen Oetelmans, from the City of Amsterdam’s Department of Economic Affairs, who leads the municipality’s pioneering Amsterdam Impact Programme.

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A PIONEERING PLAN TO GROW IMPACT ENTREPRENEURSHIP ‘Amsterdam was the first city in the Netherlands to develop a concrete action plan to stimulate social entrepreneurship,’ says Oetelmans of the Amsterdam Impact programme. With its first phase running from 2015 to 2018, this programme saw strong support from all parties in the City council, including Kajsa Ollongren in her previous role as Amsterdam’s Deputy Mayor and City Councillor for Economic Affairs. ‘The City’s government recognised the economic benefits of social entrepreneurship and believed that its development would make Amsterdam an even more appealing place to live and work,’ Oetelmans explains.

‘Many of our 400 impact-driven member entrepreneurs have ideas to make their own city healthier and more liveable but don’t know where to start. When Ellen came along, we had a sense of the municipality’s doors being

With its renowned design thinkers and innovative engineers, Amsterdam offers opportunities to create solutions that can also accelerate change in other cities

opened to us,’ adds Glad, who has brought Impact Hub’s experience to the City’s Amsterdam Impact programme over the past two years. ‘Building an ecosystem comes naturally to us, as an international network,’ Glad says.

Founded in 2008, Impact Hub Amsterdam has since helped more than 1,000 entrepreneurs to start, grow and scale their impact business. From its collaborative working space at KIT Royal Tropical Institute, Impact Hub Amsterdam organises events focused on sharing knowledge and fuelling impact – including pitch battles, hackathons and partner coproductions. It runs a series of acceleration programmes and entrepreneurial support services with access to relevant business expertise, resources and capital.

‘Impact Hub is one of the field’s pioneers. Given its local and global track record, we are delighted that the Impact Hub team – and community – contributed their expertise to the development of a pragmatic programme to make Amsterdam the place to be for impact entrepreneurship,’ says Oetelmans. ‘In close collaboration with Impact Hub and other partners, such as the Amsterdam Economic Board, Social Enterprise NL and Amsterdam’s universities, we started mapping the foundations on which to build a stronger ecosystem of entrepreneurs and intrapreneurs, investors, SMEs, corporates and other players committed to solving Amsterdam’s most pressing challenges,’ says Oetelmans.

BUILDING A CITY ECOSYSTEM FOR GLOBALLY SCALABLE SOLUTIONS ‘Amsterdam is a compact living lab. When you have the necessary conditions to experiment, you see solutions emerge much faster,’ Oetelmans explains.

‘That’s the advantage of a smaller, creative city with an enduring legacy of balancing economic success with citizen wellbeing. With its renowned design-thinkers and innovative engineers, Amsterdam offers many opportunities to create solutions that can also accelerate change in other cities,’ says Glad. One of the Amsterdam Impact programme’s six goals is to offer a range of business development tools that impact entrepreneurs can use to boost their ability to create translocal solutions.

Enter the Amsterdam City Fellowship acceleration programme for urban health solutions, which ran between

CREATING DEAL FLOWS AND ENABLING ACCESS TO CAPITAL With so much innovation and opportunity on the horizon, what’s needed now? ‘Together with Impact Hub and other partners, the City of Amsterdam is building an integrated capital network to bring together the city’s purpose-driven investors, funds and banks and to help more impact enterprises access financing,’ says Oetelmans. In 2016 and 2017, Impact Hub and the municipality hosted three Integrated Capital Labs where impact enterprises Heroes & Friends, Makers Unite and Waste Transformers received investment advice and valuable connections after a deep dive with diverse financiers.

As a complement to the Integrated Capital Labs, Impact Hub’s curated network of impact investors are offered various opportunities to engage in the scaling of innovative interventions: circular solutions, for example, through a partnership with ING Netherlands Foundation in a multiyear Investment Ready programme. Investment-ready entrepreneurs have already raised a total of more than €8.5 million in funding from this network of investors.

‘The Amsterdam Impact programmatic approach gave us a framework to see where collaboration between our community and the city makes sense. After all, we have a shared goal to make our city a better place. Given the state of the world, the need for entrepreneurial solutions to scale is growing, and while it sounds easy to work crosssector, it is indeed a learning journey. The proof of how serious we are is in the deal flow,’ affirms Glad. <

Impact Hub – innovating for good with global partnerships In 2018, Impact Hub Amsterdam celebrates a decade of collaborating with international corporate, governmental and non-profit partners on making change happen across multiple sectors. Among its recent partnerships are deals to scout the world’s best entrepreneurs for the Postcode Lottery Green Challenge – the largest global competition for solutions to combat climate change – and TOMM Tommy Hilfiger’s Social Innovation Challenge, a global programme for entrepreneurs who work on a more inclusive fashion value chain. Impact Hub, together with WWF, also codeveloped the Plastic-Free Ocean Accelerator for startups with innovative solutions to prevent plastic leakage into the ocean and reduce plastic waste worldwide. And together with Meta Group, EBN and the Impact Hub network across Europe, Impact Hub Amsterdam is hosting the EU Social Challenges online innovation platform, which boosts marketable solutions by matching ‘challenge owners’ – organisations with problems to solve – to entrepreneurs and social innovators.

Exporting the Amsterdam Impact ecosystem success story In 2017, the Amsterdam Impact programme joined the Netherlands Consulate General in San Francisco, Enviu, Social Enterprise NL and Social Impact Ventures NL to help organise the first Dutch social innovation mission at SOCAP (short for Social Capital Markets). This San Francisco-based event is the world’s leading conference for increasing the flow of capital towards social good. Here, Amsterdam Impact shared insights from its approach to building a vibrant social entrepreneurship ecosystem together with partners such as Impact Hub. ‘We believe that only through sharing and collective learning can we create the global cities of tomorrow,’ says Ellen Oetelmans, Amsterdam Impact’s Programme Manager. In addition, 12 outstanding Dutch impact enterprises – including seven of Amsterdam’s homegrown ventures – were invited to attend SOCAP and connect to major international players. And this worked: two enterprises secured funding, including a seven-figure investment, and all participants made connections valuable for scaling to the US market.

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May and December 2017 and saw nine entrepreneurs develop their products and services with expert guidance and mentoring from Impact Hub and the City of Amsterdam’s extensive networks. After a business model building phase, three enterprises – VraagApp, Start met Happen and Rain(a)way – were selected to further collaborate with the municipality. For VraagApp this deeper collaboration led to a municipality pilot for 400 people who receive support under the Social Support Act, as well as clients of the City’s Work, Participation and Income department.

Another of Amsterdam Impact’s goals is to increase the profits of social enterprises by making it easier for municipal and corporate buyers to purchase impactdriven products and services. To this end, Amsterdam Impact organised four matchmaking events in 2016 and 2017 together with Buy Social, a platform for responsible purchasing powered by Social Enterprise NL, the Dutch national trade association for social entrepreneurs, and Social Impact Factory in Utrecht. These four events saw 47 social enterprises pitch to 60 different parties and resulted in 13 deals, including that between Swink, a digital agency employing people with autism, and Big 4 firm PwC.

INDUSTRY UPDATE: SMART MOBILITY

Getting around means getting smarter

A mobility leader since the 17th century, Amsterdam has a new vision of its smart mobile self: custommade, shared, emissions-free and (as always) autonomous.

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text Lauren Comiteau

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© Roboat

INDUSTRY UPDATE: SMART MOBILITY

‘It’s silly only to look at the city if we have 400,000 people commuting in the Amsterdam Area every day‘

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Smart urban freight One out of every six vehicles in the city is used for urban freight, 80% of which are light vehicles, including electric cargo bikes. Although a cleaner, smaller alternative to heavy trucks, the light vehicles can’t travel as far as traditional diesel vans. Enter the oftenmobile ‘micro hub’, where goods to be delivered can be stored until picked up by a light vehicle that then transports them easily through the city’s streets.

Information is linked in this entire delivery chain, making for ‘first and last mile efficiency’. Dutch postal service PostNL has been using such an emissions-free electric cargo bike by Stint  since last year, while Dutch grocery delivery startup Picnic  built its own electric vans to deliver its goods. Groceries are ordered via a smart app, with distribution costs so low that delivery from this fast-growing online sustainable supermarket is free.

Stint

Imagine this: A delivery truck cruises slowly down the Prinsengracht, unmanned, its ‘driver’ walking alongside it, depositing parcels as they go, without constantly stopping and blocking traffic while searching for packages that need delivering. It may sound like the stuff of science fiction, but as Amsterdam gears up to test its first autonomous vehicles within the next two years, it’s just one smart solution the city is experimenting with to keep things moving in an increasingly crowded urban landscape.

LEADERSHIP IN SMART MOBILITY ‘We want to be a leader in smart mobility,’ says Lizann Tjon, Programme Manager of Smart Mobility for the City of Amsterdam. ‘Some cities only focus on cars. For us, it’s a bigger ecosystem.’ That bigger ecosystem encompasses everything that moves, from cars, bicycles and public transport to commuters, tourists and concertgoers. ‘Smart mobility is connected to everything,’ says Tjon. ‘This is the future.’

The city has come up with a Smart Mobility Action Plan that seeks to ‘improve the safety, accessibility, air quality, quality of life, and attractiveness of Amsterdam.’ And it’s partnered with universities, colleges and businesses to meet those goals. Indeed as big data keeps getting bigger, the city is learning how to apply it in ways that weren’t even possible just a few years ago.

Take the Amsterdam Practical Trial (APT) – a joint initiative of municipal, provincial and national governments that has been conducting wide-scale pilots in Amsterdam and the Amsterdam Area to improve the flow of traffic. By using the latest technology both in cars and on the road, APT manages traffic while turning mobility into a custom-made affair.

‘For the first time, the different levels of government have standardised the data so companies like Google and TomTom can enrich it,’ says Walther Ploos van Amstel, lecturer of city logistics at Amsterdam

SCHIPHOL





BILTHOVEN



UTRECHT

University for Applied Sciences. ‘Based on this real-time data, you get predictive models, so we can advise people where to go and when.’

PILOTS IN PRACTICE The pilots have proven successful in the ArenAPoort area, where Ajax football matches and big name concerts at the Ziggo Dome and AFAS Live venues can see the area’s population more than double on any given weekend. The individual advice that drivers or public transportation users receive via their favourite phone apps – such as what train to take and how long the wait, where to park and how to pay – is not only unique, says Ploos van Amstel, but has reduced congestion around the ArenA by 75%.

‘Smart mobility is all about linking information in the mobility chain to make mobility more sustainable and cost-efficient,’ he says. ‘We’re testing it for crowd control, too, over the big holidays such as King’s Day and events like Gay Pride.’ Next up? Using the technology to help commuters in the Amsterdam Area. ‘It’s silly only to look at the city if we have 400,000 people commuting in the Amsterdam Area every day,’ says Ploos van Amstel.

But it’s not just on land where smart mobility is making waves. The Port of Amsterdam , Europe’s fourth busiest, is using and testing aquatic drones to inspect the area with the goal of making it ‘smarter, safer, cleaner and faster,’ says Joost Zuidema, Researcher Strategy and Innovation at Port of Amsterdam. ‘Autonomous vessels will play a huge role in the port of the future.’ And while autonomous ships are still in the development phase there, self-driving boats are already cruising along Amsterdam’s

less congested canals: The AMS Institute’s Roboat can be used to ferry freight and people, test water quality, remove waste or even act as temporary floating structures such as bridges or stages.

THE AIRPORT OF THE FUTURE When it comes to the skies, Amsterdam Airport Schiphol ‘wants to be the e-commerce gateway of Europe,’ says Olav Steffers, Director of Foreign Investments at the Schiphol Area Development Company (SADC) . The Schiphol area’s many logistics service providers want more control over the supply chain, and the Amsterdam Area offers a unique digital infrastructure with data centres to do it. ‘For us, smart mobility means optimising the supply chain in terms of logistics,’ says Steffers, ‘and the connectivity gives logistics companies the opportunity to build control towers to monitor the IT systems of everyone in their supply chain.’

Schiphol’s aim to become one of the most sustainable airports in the world includes an emphasis on electric transport, while Amsterdam has set itself the goal of becoming emissions-free by 2025. It will take longer than that to bring 21st-century smart technology to Amsterdam’s 17th-century streets as far as autonomous vehicles are concerned. But as the city expands over the next decade in places including IJburg 2, the Haven-Stad, and Overhoeks in Amsterdam Noord, Ploos van Amstel says it should make the new areas ‘future-ready’ for the autonomous vehicles that will follow sooner rather than later. <

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  AMSTERDAM 

Mobility as a service Amsterdam has its share of smart parking solutions. Mobypark , the Airbnb of parking, links up people seeking spots with those who want to rent theirs out, while Dutch startup ParkBee  converts idle private car parks into income-generating paid parking spaces for the public via the Parkmobile and Park-line apps.

But with 40% of Amsterdammers and 80% of the Amsterdam Area‘s residents owning cars, the city’s smart mobility experts want to see an increase in car sharing instead, where mobility is a service. ‘Self-driving cars play a role in the change of mindset necessary to go from a private to a shared car,’ says the city’s Lizann Tjon. Until then, there are a host of car-sharing options, including peer-to-peer startup Snappcar , which lets individuals rent out their cars to others in another Airbnb-based model.

HOUSING

The family lived in Amsterdam Zuid and Amstelveen before buying their own home in Hoofddorp two years ago, attracted by low interest rates and a ‘great house’ overlooking a canal.

MOBILITY

Hoofddorp is a three-minute train ride from Amsterdam Airport Schiphol, making Jayadev’s work travel hasslefree. ‘My colleagues are still waiting for a taxi and I’m already home,’ he says.

SPORTS

Sreeja loves to walk in nature while the girls enjoy swimming and chess.

They also play badminton with their father at one of Hoofddorp’s several clubs.

WORK

Knowledge workers like Jayadev are still entitled to the 30% ruling, wherein those who meet certain criteria are entitled to a tax advantage.

Amsterdam is home to 462 international ICT companies.

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CULTURE

Although the family often heads to Amsterdam’s museums, their current favourite is the local Museum De Cruquius, which recounts the history of the Victorian pumping station that reclaimed the Haalemmermeer.

Don’t forget to visit the tearoom.

EDUCATION

The family appreciates the less stressful learning environment in the Netherlands.

‘India is more competitive.

Here they’re encouraged to think outside of the box’.

Many international schools in the Amsterdam Area, like AICS, are state-subsidised.

A DAY IN THE LIFE How internationals live in Hoofddorp: Sreeja Chedayath and Jayadev Sukumaran

Although the Chedayath family moved to the Netherlands nine years ago for text Lauren Comiteau father Jayadev photo Marijn Scheeres/Phenster Sukumaran’s job as head of the IT department for Cognizant Technology Solutions Europe, the decision to stay was a family affair.

‘I thought we’d only be here for two years, but the children and my wife loved the place,’ he says. ‘There are a lot of people’s interests at stake!’

Coming from Kerala in southern India, one of the few matriarchies in the world, perhaps it’s no surprise the women won out. But it’s Amsterdam’s attitudes towards women that also swayed the family. ‘I have two daughters and it is very safe for women and girls here,’ says Jayadev.

‘The gender equality is fantastic.’

For the family, ‘Hoofddorp is the perfect place,’ says Jayadev. ‘We have everything we need, although it only takes 20 minutes to get to Amsterdam’s centre.’ That makes for an easy train commute not only for Jayadev, but for daughters Trisha and Anika, who attend the Amsterdam International Community School (AICS) in Amsterdam Zuid. ‘I like the people in Hoofddorp, and many of my school friends live here,’ says Trisha.

The family’s favourite place may be ‘The Mall!’ but they also love the outdoors, spending time in the Amsterdam Area’s many forests, including the Amsterdamse Bos and nearby Haarlemmermeerse Bos.

The fast commute means Jayadev and Sreeja get to spend more time with their children, which Jayadev says reflects the work-life balance the Dutch have perfected. ‘It’s not the same in India, where it’s a crime if you go home at 6 pm,’ he says. ‘People here work 9 to 5, and then they don’t bother about the office.’

Sreeja, who travels around the Amsterdam Area for her work, also appreciates Hoofddorp’s accessibility. Her background in education and training on the Abacus, an Asian mathematical device, allowed her to ‘see the gap’ in education here. She started her own company, Guruscool (guruscool.com), to help teach primary-school students mathematics. ‘The Chamber of Commerce was very supportive,’ says Sreeja. ‘It took me one day to open my company!’

The entrepreneur now has three staff members supporting her. ‘I feel very nice,’ she says of life in the Netherlands. ‘I’m giving something to them from my country and they give me a home.’ A fair deal indeed. inamsterdam.com

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NATURE

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BE A HERO, FLY CO2ZERO

KLM Royal Dutch Airlines is the flag carrier airline of the Netherlands, with its hub at Amsterdam Airport Schiphol. Flying to 165 destinations, KLM’s fleet of over 200 aircraft serves around 35 million customers every year. With a strong track record in sustainability, it has been ranked the most sustainable airline worldwide according to the Dow Jones Sustainability Index for 12 years in a row.

Advertorial

KLM enables passengers to compensate their flight-related carbon emissions and neutralise their flights’ carbon footprint.

Through the CO2ZERO programme, passengers contribute to a reforestation initiative in Panama called CO2OL Tropical Mix. This project turns formerly degraded pasture land into mixed forests by planting a mix of mainly native tree species and some exotic species.

THE CO2ZERO PROGRAMME With CO2ZERO, the actual level of carbon dioxide (CO2) emissions for each flight is calculated based on the type of aircraft used, the distance flown and the historical load factor of that specific flight. All benefits go directly to the reforestation project in Panama, which works as follows: newly planted trees absorb and store (sequester) CO2 from the atmosphere in their roots, stem and crown. CO2OL Tropical Mix is a Gold Standard project. Gold Standard was established by WWF in 2003 and ensures that projects do more to responsibly manage natural resources and bring lifechanging benefits to local communities 3.5 MILLION TREES Until now, at least 3.5 million trees have been planted on different fincas (farms). The newly planted forests not only absorb CO2 from the atmosphere, they also serve as bridges for animals seeking new habitats. Fifteen endangered animal species from the Red List, such as the ocelot, have already been observed. Reforestation also fulfils important ecosystem functions by protecting water levels and controlling erosion.

The project combines the protection of biodiversity and ecosystem restoration with sustainable timber production and small-scale sustainable cacao plantations. Besides the numerous environmental benefits, the project’s activities integrate capacity building and create long-term employment with a sustainable source of income for the local population.

Photo’s left: Reforestation project ‘CO2OL Tropical Mix’ in Panama

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© Ramon van der Zon

KLM ON REDUCING CO2 EMISSIONS KLM is aiming to reduce its CO2 emissions by 20% in 2020 (compared to 2010). To do this, KLM is investing in fleet renewal, more efficient flight operations and sustainable aviation fuel. Using sustainable bio jet fuel in large quantities can result in an 80% reduction in CO2 emissions compared to fossil fuels. Find out more on klmtakescare.com.

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Artist impression of The Bajes Quarter

Artist impression of The Bajes Quarter

INDUSTRY UPDATE: REAL ESTATE

Amsterdam is fast developing into a metropolis where the decisions taken by the city affect not only the centre but the whole Amsterdam Area. The same is true of those taken by the towns and cities that fall within the Amsterdam Area â&#x20AC;&#x201C; each has a knock-on effect on the other. Thatâ&#x20AC;&#x2122;s why the City of Amsterdam and the surrounding 32 municipalities are working closely together to develop the metropole.

One big idea

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text Paul Anstiss

INDUSTRY UPDATE: REAL ESTATE

‘If you want to grow a city, you can only do it once. What happens now needs to stand the test of time‘

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Friends are for sharing For young professionals attracted to the hustle and bustle of Amsterdam it’s not always easy to find somewhere affordable to live.

Now help is at hand with several new housing projects designed especially for friends, siblings or classmates who want to share the rent. B‘mine was designed by architects Paul Ruiter  and completed at the end of 2017.

Located on the opposite side of the River IJ from Amsterdam Central Station, the tower block has been a runaway success. Apartments include two master bedrooms, a shared living space and a terrace.

The City of Amsterdam has revised its rules on renting so that each tenant gets his or her own rental contract. Many of the spacious apartments even have views over the IJ. Such has been the success of this concept that two more apartment blocks with affordable rents are planned for the eastern harbour area of Cruquius Wharf (also on the IJ), and in Diemen (9 kilometres from central Amsterdam).

Artist impression of The Bajes Quarter

Director of Marketing, Real Estate and Task Force Housing, Lex Brans says that it is essential that planners take a cohesive approach to development rather than one that is piecemeal. ‘The time has come to manage the different entities as one. The City of Amsterdam cannot develop itself anymore as a city because it’s becoming a metropole.

Amsterdam cannot think of itself alone, it must think about the region as a whole. We are working together in a coalition of the willing.’

FROM CITY TO METROPOLE The Amsterdam Area boasts the highest number of tech start-ups per capita in Europe and continues to attract a highly skilled and multilingual workforce. But Amsterdam itself has run out of space, and the population is growing by 1% each year. Demand for housing and additional work space has never been greater. Economists forecast that an extra 450,000 inhabitants will settle in the region over the next 20 years, and by 2040 nearly 3 million people will be living in the metropole. To satisfy demand, an extra 250,000 homes must be built along with the necessary work space that businesses will require.

Urban planners know that the decisions they make now will affect the city and surrounding area for centuries to come.

It’s a huge responsibility for those whose task it is to make it happen in a sustainable way. Urban Economist for the City of Amsterdam William Stokman says it’s not just about getting things right now; it’s about leaving an enduring legacy that provides for a quality of life that people will enjoy in years to come. ‘If you want to grow a city, you can only do it once. What happens now needs to stand the test of time.

By choosing to develop with a high level of quality, sustainability and connectivity in mind, Amsterdam will still be a great place to be 200 years from now.’

The economist says that for Amsterdam to remain a place where people from all walks of life can live and work requires good spatial planning, time and investment. He says that municipalities are actively engaged in finding places to develop housing, infrastructure and schools, and are working together in a coalition to create one metropolis that caters for all. ‘We’re not just putting new apartments

Life among the sand dunes Have you ever wanted to live among the sand dunes – a beach bum and a city slicker at the same time?

Well, now you can. Almere Duin is a 100-hectare development in the coastal area of Almere Poort.

Over the next 15 years, a mix of 3,000 affordable, single-family and luxury homes will be built among a new dune landscape with beaches and forests.

There will also be 100,000 square metres of offices, a marina and facilities for catering, healthcare, education, wellness and leisure. Sounds idyllic?

Developers Amvest Design  hope so. With good train and road links, Amsterdam is just 30 minutes away. You can live on the beach and work in the city.

Life couldn’t get any better. Duin consists of several sub areas: Zuiderduin, Noorderduin, Vallei, Kreekbos Zuid and Noord, Stranddorp, and Kop Zuid and Noord. The project is due for completion in 2025.

on greenfield sites; we’re also trying to make the most of urban regeneration and densification inside the city.’

KERNCORRIDOR A good example of how planners from the Amsterdam Area are working together can be found in what is known as the Kerncorridor or ‘Airport Corridor’. The project, also known as ENTER-NL, will eventually link Amsterdam with the international business environments in Zuidas, Schiphol and Hoofddorp. It will stretch 24 kilometres and will become the ‘gateway to the Netherlands’. New homes, offices, jobs, facilities for research and development, and even a new lake and park are all part of the plan to turn the area into a new worldclass district.

Globally, urban regions are becoming increasingly important as economic engines, and the Amsterdam Area is no exception. The number of jobs in the area is growing by 2% annually. Project leader Camiel van Drimmelen says that bringing the different areas together as one cohesive project will unlock more potential than if they were working to different agendas: ‘In Kerncorridor, a lot of challenges come together in one place. They interconnect. This means that they must be solved as one problem, not separate problems. They’re all part of one big idea.’

Much has been done already. Amsterdam’s new NorthSouth metro line cost €3 billion to build. Although the project was beset with many technical and structural problems, and overran by six years, today it is a symbol of Dutch engineering at its best. It connects the area north of Amsterdam, through the River IJ and city centre, to the south of the Dutch capital. Municipalities that might once have felt a bit cut off can now connect to the city centre within minutes. But there is still a lot to do to ease the growth of this new metropole. There are plans to enlarge

roads and train stations, and to create a high-quality public transport link with quicker and more frequent train and bus services between the centre of Amsterdam, Zuidas, Schiphol and Hoofddorp.

FROM OLD TO NEW: THE BAJES QUARTER Wherever you look, there are signs that something big and exciting is happening. Brans says the transformation of Amsterdam into a metropole is already well underway.

He calls it ‘densification’, a good example of which can be seen in the new development taking shape on the site of the former Bajes prison complex. Situated to the southeast of the city, the six linked towers of the Bijlmerbajes jail used to house several thousand prisoners, but as crime rates in the Netherlands have fallen, the site has become redundant. Over the next three years, a seven-hectare area will be transformed into a vibrant civic and cultural space, along with 1,350 new homes for sale and rent.

Incorporated into the plan is a new hub for artists, as well as creative and design industries. AM Property Developer Peter Heuvelink says: ‘The philosophy behind the project is to create inclusive neighbourhoods and to build houses for every budget.’

Originally the six towers and an administrative building were linked to a series of courtyards and separate gardens. In the new masterplan designed by the Dutch architectural firm Office for Metropolitan Architecture (OMA)  and real estate developer AM, the prison’s island character is preserved by enclosed walls. The four main clusters envisaged in the development will be linked via new pedestrian and cycle bridges.

The Bajes Quarter, as it will be known, will be a largely car-free environment. Buildings will be constructed from 98% of existing materials. They’ll also be 100% energy neutral, and one of the existing towers will be

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Almere Duin

Edge Olympic Building

Artist's impression of The Bajes Quarter

© Ronald Tilleman

INDUSTRY UPDATE: REAL ESTATE

AMSTERDAM

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‘Designing a project is no longer just about throwing up bricks; it’s about taking an integral approach to sustainability‘

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for its high sustainability score. BREEAM is the world’s leading sustainability assessment method for masterplanning projects, infrastructure and buildings. Building projects must satisfy nine categories: management, energy, health and wellbeing, transport, water, materials, waste, land use and ecology, and pollution. The label recognises Crossover as the most sustainable mixed use of buildings in the Netherlands. Matthijs Timmers from the Dutch Green Building Council (DGBC) says: ‘The BREEAM CROSSOVER Sustainability underlies all the projects under development Certification encourages planners to up their game. in the Amsterdam Area, including Crossover – located on Designing a project is no longer just about throwing the east side of the Zuidas business district, near the RAI. up bricks; it’s about taking an integral approach to sustainability.’

The design by Team V Architecture  and AM Property Developers  was designated ‘Outstanding’ by BREEAM When the project is complete in 2021, it will provide 10,000 square metres of affordable rental housing, ten startup houses, and 5,500 square metres of office space, including flexible workplaces for starters, scale-ups and Super smart building freelancers. There will be plenty of catering facilities too, Edge Olympic in Amsterdam Zuidas is the with 550 square metres of space devoted to sharing a drink first office building of its kind to use digital or a meal while pondering the next great idea. Electric infrastructure to connect everything and cars will get preferential treatment, and parking spaces everyone within its walls to a single cloud throughout the area will be equipped with charging points. platform. Edge Technologies  says the Crossover is designed to be a place where people mix, building, formerly the Olympic Plaza, has come together, socialise and share the next big thing. been redesigned to create one big ecosystem Some 600 square metres of space will be devoted to social where users can easily connect with one and recreational activities. The project’s designers say another. The technology company has Crossover is about co-living, co-working, and co-creating developed a smartphone app that allows staff that will still be fit for purpose well into the future. It’s an to adjust lighting and control temperature. example of a metropolitan area in metamorphosis, a place The technology lets users access the building, that will still have the pull factor in many years to come. < locate their colleagues, and identify which meeting rooms or work spaces are available.

The app also monitors noise levels and air quality to inform choices. No more ‘sick building syndrome’. Additional services can be added to meet the changing needs of tenants and users.

Edge Technologies says it’s about creating a living environment that increases the health, engagement and productivity of everyone who uses the building.

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transformed into a vertical public park or Green Tower to showcase Dutch concepts in urban farming. Concrete will be recycled and reused, prefab elements from the existing walls will be reused as cladding for new residential buildings, prison bars will be used as balustrades, and the cell doors will become edge panels for the new pedestrian bridges. The project is due for completion in 2023.

IN NUMBERS

AMS text Rhys Elliott

60,000 tech jobs

There are a whopping 60,000 tech jobs in 1,052 companies in Amsterdam’s tech ecosystem; this represents 11% of the total job market. Over 10,000 new tech jobs were created in the last two years alone.

(Source: Dealroom.co’s Employment in Amsterdam’s Tech Scene Report 2018)

th 6

for talent

Top 5

The Netherlands came in sixth in the IMD World Talent Ranking, with a score of 82.26 (out of 100).

The ranking measures the extent to which countries develop, retain and attract talent. The country performed well in the categories for quality of life, readily available skilled labour, language skills, employee training and quality of education.

(Source: IMD World Talent Ranking 2017)

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(Source: Forbes)

The Netherlands came in at sixth place in the World Happiness Report by the United Nations Sustainable Development Solutions Network.

The report ranks 155 countries by their happiness levels, looking at social and personal factors such as social support, health, income, freedom to make life decisions, and trust in government and businesses.

(Source: World Happiness Report 2017)

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new international companies in 2017

In 2017, 143 new international companies established offices in the Amsterdam Area. In the next three years, these companies are expected to create more than 2,700 new jobs. What’s more, further expansion of established international businesses led to the creation of more than 4,100 extra jobs in 2017.

(Source: amsterdam inbusiness)

tech ecosystem

Amsterdam’s tech ecosystem is the world’s fifth best.

This ranking was based on the city’s high scores in the following categories: business environment, city buzz and wellness, tech environment, talent pool and real-estate costs.

HAPPY RESIDENTS

Evolving city

Amsterdam was ranked fourth in Europe and tenth globally in IESE’s Cities in Motion Index, which measures cities on the following indicators: environmental, economic, technological, human capital, public management, mobility, governance, social cohesion, urban planning and international outreach.

(Source: IESE Cities in Motion Index 2017)

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in work-life balance The Netherlands ranks first in the world for work-life balance, and the country’s parental education rates, employment rates and youth life satisfaction are well above average. On average, the Netherlands’ residents are more satisfied with their lives compared to residents of other countries.

(Source: OECD Better Life Index 2017)

Leading force Amsterdam won a World Smart City Award for its circular-economy innovation.

The awards recognise groundbreaking projects, ideas and initiatives that stimulate sustainable urban development. In particular, this prize went to the City of Amsterdam’s Circular Innovation Program, a platform that accelerates the transition to a circular economy.

(Source: World Smart City Awards 2017)

for employees to grow The Netherlands ranked 11th out of 118 countries in the INSEAD Global Talent Competitiveness Index, which grades the competitiveness of the world’s skilled and talented workforces. The country ranked top in the grow pillar, due to its high scores in access to growth opportunities (1st), formal education (3rd) and lifelong learning (7th).

(Source: INSEAD Global Talent Competitiveness Index 2017)

LIVEABILITY

Amsterdam ranks 12th globally and 9th in Europe in terms of the quality of its living conditions. The ranking is based on a number of factors, including housing, consumer goods, economic environment, health and medical considerations, natural environment, schools and education, public services and transport, and socio-cultural environment. Amsterdam scored particularly highly for its thriving economic climate and top-notch education system.

(Source: Mercer Quality of Living Rankings 2018)

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ROOM

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€322 million

Amsterdam’s startups collectively received an impressive €322 million in funding in 2017. The top-funded startups were online supermarket Picnic (€100m in series-B funding), tech company MessageBird (€60m in series-A funding) and flower-delivery startup Bloomon (€21.4m in series-B funding). Startups across several industries secured funding, including those in the tech, finance, hospitality, health and agrifood sectors.

(Sources Dealroom.co and StartUpJuncture, 2018)

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globally for foreign investment projects The Amsterdam-Rotterdam area (covering the Randstad) came second worldwide in the number of foreign direct investment projects attracted, totalling 168 projects. The area also took second place in number of jobs generated, with 8,700 jobs.

Amsterdam’s startup ecosystem is ranked 5th in Europe and 19th in the world. The city scored well in startup performance, funding, talent, market reach and experience.

(Source: Startup Genome’s Global Startup Ecosystem Ranking 2017)

(Source: IBM Global Locations Trend 2017)

High-flying aerospace

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Amsterdam Airport Schiphol was named the CAPA Airport of the Year 2017 in the category of airports with more than 30 million passengers a year. CAPA – Centre for Aviation annually awards airports that play an important strategic role in aviation.

(Source: CAPA’s Aviation Awards for Excellence 2017)

The Netherlands came fourth in the WEF Global Competitiveness Report, which is based on the following pillars: infrastructure, macro-economic environment, health and primary education, higher education and training, market efficiency, labour market efficiency, financial market development, technological readiness, market size, business sophistication and innovation.

(Source: WEF Global Competitiveness Report 2017–2018)

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Switzerland United States Singapore  The Netherlands 5. Germany 6. Hong Kong SAR 7. Sweden 8. United Kingdom 9. Japan 10. Finland

15,000 International Newcomers Amsterdam (IN Amsterdam, formerly known as Expatcenter Amsterdam) welcomed, and provided its services to, 15,000 internationals who settled in the Amsterdam Area.

(Source: IN Amsterdam, 2018)

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Europe’s safest city Amsterdam is the safest city in Europe, based on the following categories: digital security, health security, infrastructure safety and personal safety.

(Source: EIU Safe Cities Index Report 2017)

POWERHOUSE Amsterdam was ranked seventh globally and third within the EU in a report that ranks the extent to which the world’s leading cities attract business and talent. The report is based on six main factors: economy, research and development, cultural interaction, liveability, environment and accessibility.

(Source: Global Power City Index 2017)

#1

in readiness for autonomous vehicles Due to the country’s widespread acceptance of electric cars, world-class digital connectivity, and high density of charging stations, the Netherlands took the top spot in KPMG’s 2018 Autonomous Vehicles Readiness Index.

(Source: KPMG’s 2018 Autonomous Vehicles Readiness Index)

A digitally competitive economy The Netherlands’ digital economy is the sixth most competitive in the world, according to the IMD Digital Competitiveness Ranking. The ranking explores digital technologies that lead to a transformation in government practices, business models and society in general.

(Source: IMD Digital Competitiveness Ranking 2017)

More facts and figures on iamsterdam.com/business

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IN NUMBERS

4th in overall global competitiveness

PARTNERS

As the official foreign investment agency of the Amsterdam Metropolitan Area (AMA), amsterdam inbusiness assists foreign companies with the establishment and expansion of their activities in the AMA. We offer practical advice and relevant information that is free, strictly confidential and with no hidden agenda. And our commitment doesn’t stop once companies have set up in the AMA, as we strive to build a long-term relationship and offer support in any phase of the company’s

IN Amsterdam provides a onestop-shop service for international companies and their highlyskilled migrant employees, scientific researchers, international entrepreneurs and international graduates. IN Amsterdam helps this talent with residence- and workpermits (including the startup visa), registration with the municipality, the 30% tax ruling, and many other official matters. The IN Amsterdam website contains a wealth of essential information for internationals living, working and/or studying in the

development.

Amsterdam Metropolitan Area.

Contact info

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amsterdaminbusiness.com info@amsterdaminbusiness.com amsterdam inbusiness is a co-operation between the city of Amsterdam, Almere, Amstelveen, and Haarlemmermeer.

• Amsterdam +31 (0)20 254 5045 amsterdam@amsterdaminbusiness.com • Almere+31 (0)36 539 9487 almere@amsterdaminbusiness.com • Amstelveen+31 (0)20 540 4423 amstelveen@amsterdaminbusiness.com • Haarlemmermeer +31 023 567 6135 haarlemmermeer@amsterdaminbusiness.com

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Visiting address WTC Amsterdam I-tower, first floor Strawinskylaan 1779 1077 XX Amsterdam Find out more D @iamsterdam E iamsterdam C iamsterdam Q @iamsterdam

StartupAmsterdam is a public-private action programme that aims to fortify and grow Amsterdam's startup and tech ecosystem. Working together with the startup community and utilising assets that are already in place, StartupAmsterdam kick-starts multiple projects and initiatives, creates invaluable points of synergy, and gives the startup ecosystem a unified voice online.

inamsterdam.com Visiting address WTC Amsterdam I-tower, ground floor Strawinskylaan 1767 1077 XX Amsterdam Find out more D @iamsterdam E iamsterdam C inamsterdam Q @iamsterdam NETWORK PROGRAMS WEBSITE LINKS amsterdamcultureclub.com E amsterdam culture club SPECIAL PROGRAMS WEBSITE LINK IN Amsterdam Partnership Program iamsterdam.com/ourpartners iamsterdam.com/seminars JOB SEARCH TOOL: iamsterdam.com/work iamsterdam.com/jobsearch

Contact info

startupamsterdam.org info@startupamsterdam.org Visiting address Jodenbreestraat 25 1011 NH Amsterdam Find out more D @startup_adam E StartupAmsterdam E Amsterdam Startups C StartupAmsterdam P Startup Amsterdam STARTUPAMSTERDAM PROJECTS startupinresidence.com corporatenetwork.nl codingforamsterdam.nl startupcityalliance.eu project.amsterdam capitalweek.amsterdam

The NFIA (Netherlands Foreign Investment Agency) is an operational unit of the Ministry of Economic Affairs and Climate Policy. The NFIA helps and advises foreign companies on the establishment, rollout and/ or expansion of their international activities in the Netherlands. The NFIA does this by rapidly providing foreign investors with confidential and free support, information and advice, and offering them direct access to a broad network of business partners, regional economic development organisations and government institutions. Furthermore, the NFIA focuses on promoting and maintaining the reputation of the Netherlands abroad as a country with an attractive investment and business climate.

Amsterdam Marketing is a publicprivate not-for-profit organisation tasked with the city marketing of the Amsterdam Metropolitan Area. We are the go-to guide for residents, businesses, startups, talent, conferences, and domestic and international visitors.

Through integrated city marketing, we contribute to a pleasant and prosperous city where people like to live, work, study and enjoy. We do so, for example, by showcasing the city’s many facets and features.

We encourage Amsterdam residents to discover their own city, we stimulate startups and companies to establish their business here, we attract prominent conferences, we spread visitors around the various districts and metropolitan areas, and we contribute to reducing the nuisance of crowded streets. We connect new ventures, organisations and people, and support these ventures by means of our marketing power both online and offline.

The Amsterdam Economic Board works with businesses, local governments and knowledge institutes to sustainably enhance the prosperity and well-being of the Amsterdam Metropolitan Area. By focusing on collaboration, innovation and growth, they create solutions for five urban challenges – Circular Economy, Digital Connectivity, Health, Mobility, and Jobs of the Future – that will ultimately contribute to the liveability of the Amsterdam region and secure a position among Europe’s top three innovative regions by 2025.

Contact info investinholland.nl info@nfia.nl +31 (0)88 602 1142 Visiting address NFIA HQ Prinses Beatrixlaan 2 2595 AL The Hague Find out more D @nfiaholland C Netherlands Foreign Investment Agency P NFIAtube Q InvestinHolland

iamsterdam.com/business partner@iamsterdam.com Visiting address De Ruyterkade 5 1013 AA Amsterdam

Contact info

amsterdameconomicboard.com info@amecboard.com +31 (0)20 524 1120

Find out more D @iamsterdam E iamsterdam C iamsterdam Q @iamsterdam

Visiting address Marineterrein, Gebouw 002A, Kattenburgerstraat 5, 1018 JA Amsterdam

JOB SEARCH TOOL: iamsterdam.com/work VENUE FINDER TOOL: iamsterdam.com/venuefinder

Find out more D @AmEcBoard E Amsterdam Economic Board C Amsterdam Economic Board

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Contact info

PARTNERS

Amsterdam Smart City is an open collective that brings together people and organizations with a shared mission for a future-proof city. The collective offers companies, governments, knowledge institutions and residents a work method in which the perspective of every stakeholder can be taken into account, barriers are tackled together, and plans are executed.

Contact us via our online community and share your knowledge, or be a frontrunner in making the greater Amsterdam area smarter. Want to experience Amsterdam as a smart city? Check out amsterdamsmartcity.com/visit.

Amsterdam Trade facilitates international business development of companies in the region, by connecting them to international markets and their business opportunities. It organizes and participates in trade missions from the Netherlands to Asia, North America and Europe, with a focus on the agrifood, creative, smart-city and e-health industries. It also links foreign delegates to companies in the region. Furthermore, Amsterdam Trade promotes the interests of Dutch SMEs abroad, positioning them in the region and acting as a neutral partner with no profit motive. Amsterdam Trade is an initiative of the cities of Amsterdam, Almere, Zaanstad, Haarlemmermeer

Social entrepreneurship, also known as impact entrepreneurship, means combining doing business with making a positive impact on society.

Being a social entrepreneur demands business acumen, innovation and creativity â&#x20AC;&#x201C; all characteristics typical for Amsterdam. The City actively supports social entrepreneurship by launching Amsterdam Impact, an initiative that makes sure social businesses are getting the right support and guidance by matchmaking, challenges, networking events and much more.

We connect for impact!

and Amstelveen.

Contact info Contact info

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amsterdamsmartcity.com info@amsterdamsmartcity.com Find out more D @adamsmartcity E Amsterdam Smart City C Amsterdam Smart City P amsterdamsmartcity

iamsterdam.com/trade trade@amsterdam.nl +31 (0) 651505812 Visiting address Jodenbreestraat 25 1011 NH Amsterdam

Contact info

Find out more D @iamsterdam

Find out more D @AmsterdamImpact

iamsterdam.com/impact impact@amsterdam.nl

Amsterdam is a hyper-connected hub for start-ups in the European tech scene. To realise its full potential, the city launched StartupAmsterdam, a public/private action programme that aims to grow and improve the start-up environment in Amsterdam. Working together with the start-up ecosystem and utilising assets that are already in place, StartupAmsterdam kick-starts multiple projects and nurtures start-ups to enable them to reach their full potential.

Amsterdam Smart City is the innovation network for a future-proof and liveable city.

ASC challenges businesses, citizens, the municipality and knowledge institutions to submit and apply innovative ideas & solutions for urban issues.

Visit our website to ďŹ nd out all about the innovative projects being executed in Amsterdam, the latest news on innovation, and questions that arise in the network. As a member, you can share posts and events in the news section, post requests, upload smart city projects, manage an organisation page and connect with a large network of Amsterdamâ&#x20AC;&#x2122;s Smart City innovators.

Contact info

startupamsterdam.org info@startupamsterdam.org Visiting address Jodenbreestraat 25 1011 NH Amsterdam Find out more @startup_adam StartupAmsterdam Amsterdam Startups StartupAmsterdam Startup Amsterdam

Contact info

STARTUPAMSTERDAM PROJECTS Startup in Residence: startupinresidence.com Corporate Network: corporatenetwork.nl Coding for Amsterdam: codingforamsterdam.nl Scale: startupcityalliance.eu

Find out more @adamsmartcity AmsterdamSmartCity Amsterdam Smart City amsterdamsmartcity

amsterdamsmartcity.com info@amsterdamsmartcity.com

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AMS Amsterdam in business

Broadening the Amsterdam experience International schools a class of their own Technology: using AI to build a future-proof city