Connecting the Zuidas is a proposal by Non-fiction for programming the Zuidas, Amsterdam's Central Business District in beta.

1. Connecting the Zuidas “Indeed, and I know what!” “Something seems to be missing here..” “We could use some help.” Non-fictionSomenewideas©Office for Cultural Innovation Juha van ‘t Zelfde and Michiel van Iersel

2. “Here at the Zuidas, we have a building culture. But how can we build a culture?” “Now where should we begin…?” “We have some ideas.”

3. Notso long ago, in the clouds above Amsterdam... “Ahhh… Amsterdam: city of sex, drugs and bicycles. But hey.., what’s happening on the left with all those big and bold buildings..” “.. is that still Amsterdam? Let’s have a closer look.”

4. “According to Google Maps this is the Zuidas. The Zuidas... oh how I like Dutch words!” “Me too. It means ‘South Axis’. Wikipedia tells me the Zuidas is a ‘large, rapidly developing business district in the city of Amsterdam’.”

5. “This is howtheyenvisionitfor the year 2030. It sure looks businessy. What about residents? How many peoplewill live here?” “Nothing about that on Wikipedia. It only talks about the large multinationals’ HQs”

6. “Cabin crew, prepare for landing.” “The road? It’s the mainringroad, and there are talks of tunnelling it. Sounds like a smart move.” “Hey, look down there. This might be a problem...”

7. “I hope it’s not too far, I hate the Amsterdam taxis.” “We can take the train, it’sjust 8 minutes.”

8. “The next station is Amsterdam Zuid-WTC” “Let’s go to the hotel first, we’ll walk around in the morning.” “Good idea. Citizen M is just around the corner. I read on nalden.net they have great beds.”

9. “Nice lights! Who said nighttime should be grim?” “They should ask more lightartists and architects to design dynamic interfaces for these buildings, usingtheirfacade to display usefulinformation and foreyecatchingaestheticexpressions.

10. “Let’s hit the shops!” “Ahhh, Sunday. Free! The public space is actually quite nice here. But why is it so quiet? “Why isn’t there any wifi?”. I can’t upload my pictures to Facebook now. Maybe they have internet at the station.” “They’re closed on Sunday. $%#&!”

11. “... when your bank goes broke.” “See who laughs ... “What do you think of art in public space?” “It would be a good idea. Ha ha ha!” “Let’s go this way.”

12. “Yes, butlargenewfacilitiesmightalsoharm the hortus, and there is alreadylittle green here.” “Here’s the universitywiththousands of students. Thatsure is an interesting population to entertain and accommodate.”

13. “Do you think people will visit the Zuidas? It looks quite far away...” “We got here, didn’t we?”

14. AdriaanGeuze ZefHemel Meanwhile, here is what some professionals recentlysaid about the Zuidasonnationaltelevision.. Richard Florida “The Zuidas is quite a good example of the disfunctioning of Dutch urban planning.” “The Zuidas will become the new centre… the metropolitan heart!” “How do you make sure that Amsterdam maintains its role as global centre?” “The Zuidas is a specialised cluster.. I don’t like clusters. In Amsterdam people wouldn’t accept it. Make it real.. Make it urbane!” “The Zuidas is a symbol of Amsterdam’s direction…, but we don’t really have any other symbols.” MerijnOudenampsen Saskia Sassen

15. Back at the Zuidas “We gottahurry up.” “Darkclouds are gathering.” “We have someideasfor the Zuidas.” “Now where should we begin…?”

16. Appropriating the city. “All those empty spaces..” “..are an opportunity for those with imagination. Let’s go and see what’s possible”

17. “Temporarily available buildings all around the world….” “... are being used by artists and institutionsforexhibitions and popular art fairs.” “It’s a fairly simple and kind gesture that generates traffic and draws attention.”

18. “Ah, guerrilla stores. I like your thought on this one.” “Yes, not only do they support the artistic interventions, they are an intervention in their own right, attracting another stream of visitors.”

19. “Nice view!” “That was the successful club and restaurant 11, an international beacon of hipsters and art aficionados. Amsterdam coulduse a new ‘hangoutwith a view’..”

20.  Pop-upZuidas. “… used by artists, institutions and their audiences to exhibit, discuss and hang out. Let me show you some good examples” “These are flexible, multipurpose public structures…” “What is that?!”

21. “Still living in the bubble?” “Sort of.. This tent is called the ‘Spacebuster’. It is a mobile inflatable structure - a portable, expandable pavilion - that is designed to transform public spaces of all kinds into points for community gathering.”

22. “Looks nice, but what is it?” “This is ZahaHadid’s new ‘Burnham Pavilion’ in Chicago. In the evening, a film installation is projected onto the fluid fabric interior from different points inside the pavilion, creating a fully immersive effect. The film impressionistically reflects the city’s transformation, and includes the voices of people throughout the Chicago region sharing their visions.”

23. “Looks like it could lift off any minute..” “This is Prada’s ‘Transformer’, designed by RemKoolhaas. It can be rotated to accommodate a variety of cultural events, such as exhibitions, fashion shows and film screenings.“

24.  Open SourceZuidas. “What is that?!” “It’s a data cloud, showing all the information that is produced by the Zuidas. The collected data provides new opportunities for storing and exchanging data which are location and time-sensitive..” “..making them accessible to users through mobile devices, web interfaces and physical interface objects such as a building’s facade. Sounds complicated, but wait and see..”

25. “Wow!” “Using facades as urban screens, the external shell of the building is transformed into a communicative membrane, which can be used for displaying both commercial and artistic material and transforms the cityscape into a dynamic and interactive interface.”

26. “Now you can use cellphones and GPS devices to collect the movement patterns of people and transportation systems, and their spatial and social usage of streets, parks and buildings, resulting in new digital information that can be used to navigate the city.” “Sounds handy”

27. “What is this?” “A smart phone that combines GPS, camera, and compass to identify your surroundings and overlay information on screen, in real time, thereby upgrading the experience of public space.” “Does this mean You can now tag and bookmark your favorite restaurant, store or even tree?” “Yes indeed. And everything around you is augmented and changed by additional layers carrying information and rich media content helping you to find (new) friends and shops.”

28. ++ =Connecting the Zuidas 010101010100101101001010010000110010100110011010101010101010100101101001010010000110010100110011010101 010101010100101101001010010000110010100110011010101010101010100101101001010010000110010100110011010101 010101010100101101001010010000110010100110011010101010101010100101101001010010000110010100110011010101 010101010100101101001010010000110010100110011010101010101010100101101001010010000110010100110011010101 010101010100101101001010010000110010100110011010101010101010100101101001010010000110010100110011010101 ART DANCE SHOP “And bring along all our friends and professional partners from Amsterdam and elsewhere..” “Well, what if we combine all these ideas?” CREATIVE “We could energize the Zuidas and upgrade it” “..and connect it to the rest of the city and world ” SHOP “OK guys! Sounds like a good idea!”

29. Non-fiction | Office for Cultural Innovation Non-fiction is an office for cultural innovation founded by Michiel van Iersel and Juha van ‘t Zelfde in 2008. Non-fiction’s vision is to create better cities and public domains. We aspire to create places that are lively, healthy, diverse, sustainable and inspiring - and thereby improve people’s quality of life. Based in Amsterdam, it is a collaborative vehicle for making things public and bringing together public and private interests in the field of spatial and cultural planning, new media and the arts. Innovative strategies are being articulated through a growing international network of cutting-edge practitioners with expertise in architecture, data visualization, urban planning, spatial computing, game design, contemporary art and experimental music. We believe in open collaboration, scanning specific contexts and environments and finding fitting partners for the needs of our clients. As motors and productive elements of change, we (re-)activate buildings and urban centers. Non-fiction works for and with cities, start-ups, museums, companies, libraries, concert halls, archives, schools, galleries, artists, designers, scientists, and even one medieval castle. We (help) build, organize, think, analyze, communicate, position, improve, curate, develop and innovate. Our office is situated in the former chemistry lab of the Netherlands Institute of Cultural Heritage, right in the middle of the Amsterdam’s vibrant museum quarter and overlooking the Museumplein. http://non-fiction.nl | info@non-fiction.nl | GabriëlMetsustraat 16 | 1071 EB | Amsterdam

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