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Discover Benelux | Editor’s Note

Dear Reader,

Discover Benelux

Martin Pilkington

Issue 16, April 2015

Matt Antoniak

Published 04.2015 ISSN 2054-7218

Simon Woolcot Steve Flinders Stine Wannebo

Published by Cover Photo

Scan Group

Alexander Brown Print Liquid Graphic Ltd.

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Executive Editor Thomas Winther

Sales & Key Account Managers Mette Tonnesen

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Yasmina Haddadi

Mads E. Petersen

Steven Ebbers Laura Mirandi

Editor Myriam Gwynned Dijck Copy Editors Mark Rogers Isa Hemphrey Graphic Designers Joseph J. Ewin

Sarah Soussi Publisher: Scan Group 15B Bell Yard Mews Bermondsey Street London SE1 3TY United Kingdom Phone +44 (0)870 933 0423 Fax +44 (0)870 933 0421 Email: info@discoverbenelux.com

Jack W. Gooch Contributors Anouk Kalmes


Ariane Glover Berthe van den Hurk Bettina Guirkinger Cathy van Klaveren Emmie Collinge Harun Osmanovic Janine Sterenborg Josiah Fisk

Spring in the Netherlands instantly conjures up images of tulip fields in every colour of the rainbow. At this time of year, visitors flock to the vibrant fields of the Keukenhof (see page 89) and buy tulips by the bouquets load at the floating flower market in Amsterdam (see page 84). For centuries, this unassuming cousin of the lily has been synonymous with Dutch heritage. But how did this happen? Originally from Turkey, the word for tulip is thought to derive from the Ottoman turban or ‘tülbend’, as it was fashionable for sultans to wear the flowers on their headwear. In Western Europe the tulip was first introduced in the 16th century and quickly spread to the lowlands when several bulbs arrived at Leiden’s botanical gardens. Within years the tulip became a coveted commodity for its spectacular beauty. Tulips with rare patterns such as coloured, flame-like stripes were much sought after. With trade exploding in the Netherlands, people looking to make a quick fortune drove prices up even more through speculation. By the 1630s the cost of a single bulb became so astronomical that you could buy a spacious house for the same amount of money. This ‘Tulip Mania’, as it was later called, came to a catastrophic climax in early 1637 when a trader couldn’t find a buyer for his bulbs. In the following weeks it transpired that many florists had sold tulips they didn’t own to buyers who couldn’t afford them and the entire market crashed. This event is generally considered to be the first economic bubble in history. Reminding Dutch people of this still gives them a mixed feeling of shame and pride. Despite this episode, the Netherlands is famous for the cultivation of this wilful plant and is one of the main exporters of tulips and tulip bulbs. Having become a Dutch icon, the tulip to this day has remained a popular flower, although not quite to the levels in the 1630s.

Lidija Liegis

Myriam Gwynned Dijck, Editor © All rights reserved. Material contained in this publication may not be reproduced, in whole or in part, without prior permission of Scan Group – a trading name of Scan Magazine Ltd. This magazine contains advertorials/promotional articles.

4 | Issue 16 | April 2015

Profile for Scan Client Publishing

Discover Benelux | Issue 16 | April 2015  

Promoting Belgium, The Netherlands, Luxembourg and France.

Discover Benelux | Issue 16 | April 2015  

Promoting Belgium, The Netherlands, Luxembourg and France.