1. Foodies centre MSc 4 P5 Presentation
24 June 2010
Wai-Kit Cheung
Tutors: Jurjen Zeinstra, Mark Pimlott
& Jan van de Voort
External examiner: Rene van der Velde
Interiors, Buildings and Cities
4. Food fast Analysis Research Seminar: Typology of shop in Rokin / Kalverstraat
Food slow
Books & Music
Tourism / Souvenirs / Perfumery
Fashion - Clothes & Shoes
Fashion - Jewellery & watches
Furniture / Decorative
Banks
Hotel
Art / Exhibition
Telecom company
Employment / Traveling agency
Dwelling / Storage
Office
Interiors, Buildings and Cities
5. Food fast Analysis Research Seminar: Typology of shop in Rokin / Kalverstraat
Food slow
Books & Music
Tourism / Souvenirs / Perfumery
Fashion - Clothes & Shoes
Fashion - Jewellery & watches
Furniture / Decorative
Banks
Hotel
Art / Exhibition
Telecom company
Employment / Traveling agency
Dwelling / Storage
Office
Interiors, Buildings and Cities
6. Food fast Analysis Research Seminar: Typology of shop in Rokin / Kalverstraat
Food slow
Books & Music
Tourism / Souvenirs / Perfumery
Fashion - Clothes & Shoes
Fashion - Jewellery & watches
Furniture / Decorative
Banks
Hotel
Art / Exhibition
Telecom company
Employment / Traveling agency
Dwelling / Storage
Office
Interiors, Buildings and Cities
7. Characteristics Kalverstraat Characteristics Rokin
• shopping street • specialist street
• fashion shops • luxury items
• local, non-local & tourist • specific shops for the local,
non-local & tourist
• narrow street, two sides with
shops • wide, one-sided shopping strip
• hardly no eating possibility • specific restaurants for specific
target groups
Interiors, Buildings and Cities
8. Possible areas of development:
■ 1. Living on the canals
■ 2. Small red-light district
■ 3. Nightlife on the Spuistraat
■ 4. Fashion & gadgets
■ 5. Travel
■ 6. Wide range of high street shops
■ 7. Nightlife, residential, good quality daily
shopping
■ 8. Chinatown, 21st century style
■ 9. Up-market shopping, attractive street cafés
■ 10. Window dressing, culture, Dutch Design
Center, cuisine
■ 11. Fashion and cuisine, living in the lee of the
city centre
■ 12. Red-light district: adventurous but humanised
■ 13. Speciality shops, front o ce for Amsterdam
Knowledge City
■ 14. University Library, World Book Capital City
2008
Future development city centre Amsterdam
Existing qualities and new opportunities
The heart of Amsterdam is alive: it is unique and dynamic. It is one of the most
beautiful, largest and best kept city centres in the world.
The Damrak / Rokin area is the most metropolitan part of the city centre. It is
here we see Amsterdam as a true metropolis. As far as the future is concerned,
the redevelopment of the city’s visitor approach area, around Damrak and
Rokin Streets, plays an important role. Our ambition for the image in this area
is to have it developed into an international retail centre.
Interiors, Buildings and Cities
9. ■ Planned improvements to public space
Red Carpet ■ Completed improvements to public space
Of the redevelopments planned for public space, the redevelopment of the so-called Red
Carpet is the most impressive. It is an important element in the refurbishment
of Amsterdam’s visitor approach area. Here we aim to place top-notch internationally
known retailers as well as high quality hotels, restaurants and cafés. Household
names from Amsterdam and the rest of the country in the fashion, cuisine and retailing
sectors will display their wares. Both noise reduction and traffic safety are important factors
in the redevelopment of this area. Many visitors will make use of the Rokin station once the
North / South Metro Line has been completed.
Interiors, Buildings and Cities
10. New Rokin Station
Rokin Station will be located where once
the car park stood, between Dam Square
and the Spui. There will be one entrance
facing Dam Square and another one
facing the Spui.
Since the site needs to be excavated
to build the station anyway, it will be
relatively simple to build an underground
car park as well. There are also plans
for an underground parking facility for
bicycles.
When the station is finished, the space
above it at street level will function as an
elongated public square.
Interiors, Buildings and Cities
11. Trends and development in the eating facility 1012 Area
• Customer wants to be pampered
• Customer more aware of environmental, health, finance and
time aspect
• ‘Eatertainment’ (eating should be fun)
Etalage van Amsterdam - Economical vision of 1012-Area • Customer are less loyal due the desire to new experiences
• Need for innovative and challenging self service restaurants
The Rokin has the appearance, scale and identity to be developed in are growing
an exclusive shopping promenade. The following developments • Recreational shopping lead to more expenditure in eating
are necessary to achieve this goal: segment
• Grow of expenditure in ‘WHOP’-pers (Wealthy and Healthy
• The addition of shops in a higher market segment Older People)
• Customers are willing to spend more money on quality
• The addition of high-quality restaurants, lunchrooms, top restaurants • Dejuvenation leads to less restaurants visits by the youngsters
and terraces. • Traditional eating pattern is falling into decay
• Growth of eating possibilities outdoors
• The addition of four stars hotels
Dining is not the main reason for visitors to visit Amsterdam, but the
majority will dine in Amsterdam
The present characteristics of the eating facility in Amsterdam: Facts & figures in Amsterdam:
Local people Tourists
• Many restaurants and cafes (necessary for the
touristic function)
Size of the consumers: 750.000 11.000.000
• Restaurants offer many international cuisines, but the supply of
Dutch – French cuisine is limited Potential spending: € 2.970 million € 540 million
• Many fast food chains, ‘snackbars’, pizzerias and
sandwich shops Spending in 1012 Area: € 320 million € 420 million
• Less innovative, trendy and creative restaurants
% Of the turnover in 1012 Area: 44% 56%
The diversity of restaurants in the 1012 Area is limited, especially High chance of
compared with the diversity in nationality and cultures in this area. Characteristic consuming behaviour: returning customers Changing annually
Interiors, Buildings and Cities
12. Trends and development in the eating facility 1012 Area
• Customer wants to be pampered
• Customer more aware of environmental, health, finance and
time aspect
• ‘Eatertainment’ (eating should be fun)
Etalage van Amsterdam - Economical vision of 1012-Area • Customer are less loyal due the desire to new experiences
• Need for innovative and challenging self service restaurants
The Rokin has the appearance, scale and identity to be developed in are growing
an exclusive shopping promenade. The following developments • Recreational shopping lead to more expenditure in eating
are necessary to achieve this goal: segment
• Grow of expenditure in ‘WHOP’-pers (Wealthy and Healthy
• The addition of shops in a higher market segment Older People)
• Customers are willing to spend more money on quality
• The addition of high-quality restaurants, lunchrooms, top restaurants • Dejuvenation leads to less restaurants visits by the youngsters
and terraces. • Traditional eating pattern is falling into decay
• Growth of eating possibilities outdoors
• The addition of four stars hotels
Dining is not the main reason for visitors to visit Amsterdam, but the
majority will dine in Amsterdam
The present characteristics of the eating facility in Amsterdam: Facts & figures in Amsterdam:
Local people Tourists
• Many restaurants and cafes (necessary for the
touristic function)
Size of the consumers: 750.000 11.000.000
• Restaurants offer many international cuisines, but the supply of
Dutch – French cuisine is limited Potential spending: € 2.970 million € 540 million
• Many fast food chains, ‘snackbars’, pizzerias and
sandwich shops Spending in 1012 Area: € 320 million € 420 million
• Less innovative, trendy and creative restaurants
% Of the turnover in 1012 Area: 44% 56%
The diversity of restaurants in the 1012 Area is limited, especially High chance of
compared with the diversity in nationality and cultures in this area. Characteristic consuming behaviour: returning customers Changing annually
Interiors, Buildings and Cities
13. ?
Subway
sandwich
Fashion Shops Fashion
McDonalds Indian
La Place Foodies
Kalvertoren Centre
What is a foodie? A person who is passionate about and has a refined interest in food.
Interiors, Buildings and Cities
37. Atrium - View from the 1st floor (commercial level)
Interiors, Buildings and Cities
38. Kalverstraat Rokin
06
05
01
02
03
04
01. winestore
02. health & nutrition store
03. cooking equipment store
04. storage
05. female toilet
06. male toilet
Foodies centre - First floor
Interiors, Buildings and Cities
39. Foodies centre - Routing
The routing in the foodies centre is
divided into two parts:
• The commercial part uses
escalators to bring people up
or down. The circular motion
around the atrium gives the
people the optimal accessibility
to the shops.
• The foodies levels uses stairs to
give the people a free feeling
to wander through each
space
Elevator will bring the customers
to their desired floor
Emergency staircase
Elevator (public & service)
Stairs
Escalator
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40. Shopping - View from the 1st floor (commercial level)
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44. Shopping - Escalator to the 2nd floor (Foodies levels)
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45. Kalverstraat Rokin
09
08
01
03
02
04
05
01. food hall
02. open kitchen
03. restaurant
04. open kitchen / bar 06
05. dishwashing space
06. cold storage 07
07. storage
08. female toilet
09. male toilet
Foodies centre - Second floor
Interiors, Buildings and Cities
46. Start Foodies levels - Food hall
The open hall will attract people from the atrium, not
only with visual elements, but also with noise and lovely
fragrances
The stairs will give the visitor a liberated feeling in the
foodies levels
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47. Foodies levels - Location of the food hall
Interiors, Buildings and Cities
48. Food hall - Industrial, self service, youngsters, polished concrete floors, glossy design kitchen
Interiors, Buildings and Cities
49. Food hall - boot seats, delfts blauw tiles, ceiling treatment
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50. Food hall ceiling - light study
Foodies levels - Ceiling
The ceiling in the foodies levels will be different than the suspended ceiling
in the commercial levels. The ceiling is a structure of 800x800mm made of
perforated aluminium panels with insulation.
The ceiling will incorporate three aspects:
• Light
• Sound
• Ventilation
Interiors, Buildings and Cities
51. Foodies levels - Ceiling
Light: TL-light for diffuse lighting in the hall
Sound: The insulation between the perforated
aluminium panels helps to absorb noise. The angle also
has a contribution in the sound acoustics
Ventilation: Air ducts neccessary for mechanical
ventilation can be put in the space , that was created
by the angle in the acoustic isolation principle
Interiors, Buildings and Cities
52. Stairs Foodies levels - liberated feeling in the food
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53. Foodies levels - Location of the restaurant
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54. Restaurant - relaxing, family, served food, wooden floor, cosy
Interiors, Buildings and Cities
55. Foodies centre - Shaft
The open kitchens in the foodies
centre are connected with visible
shafts.
The shafts will take the exhaust
air from the kitchen through the
atrium and finally outside.
The shafts are part of the visibility
concept of the foodies centre;
you see what is necessary to
prepare the food. The mechanical
ventilation pipes are incorporated
with the suspended ceiling.
Interiors, Buildings and Cities
57. Kalverstraat Rokin
08
07
01
04
01. cooking workshop
02. lecture room 02
03. changing room
04. dishwashing space 05
05. cold storage
06. storage 06
07. female toilet 03
08. male toilet
Foodies centre - Third floor
Interiors, Buildings and Cities
58. Foodies levels - Location of the cooking workshop
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59. Cooking workshop - home cooking feeling, lecture room
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60. Foodies centre - Storage
The open kitchens in the foodies
centre will be a pleasant view for
the customers, but there are other
less beautiful things with cooking:
dishwashing and storage.
The dishwashing space is designed
in the stability core of the building.
This is the same for the (cold)
storage space. The dishwashing
space is located next to the
restaurants to optimize the use,
without he ugliness.
Dishwashing
Storage
Cold storage
Interiors, Buildings and Cities
61. Cooking workshop - relationship with the restaurant & construction
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62. Cooking workshop - relationship with the restaurant & construction
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63. Stairs Foodies levels - liberated feeling in the food
Interiors, Buildings and Cities
64. Kalverstraat Rokin
11
10
02
05
01
03
04
06
01. exclusive bar
02. roof terrace
03. fine-dining restaurant
04. open kitchen / bar 07 02
05. meeting room
06. dishwashing space 08
07. cold storage
08. storage
09. technical room 09
10. female toilet
11. male toilet
Foodies centre - Fourth floor
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65. Foodies levels - Location of the fine dining restaurant
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66. Fine dining restaurant - big terrace with penthouse view
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67. Fine dining restaurant - a view from the terrace of fine dining restaurant
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69. Fine dining restaurant - view from the terrace of fine dining restaurant
Interiors, Buildings and Cities
70. the end
MSc 4 P5 Presentation
24 June 2010
Wai-Kit Cheung
Tutors: Jurjen Zeinstra, Mark Pimlott
& Jan van de Voort
External examiner: Rene van der Velde
Interiors, Buildings and Cities
