If the test of any city is its ability to attract people from all across the world, Amsterdam would win hands down. It has a community of creative folks who have all made the city their home for the last so many years. There is an energy around the city that's undeniable and has attracted these people to leave their own countries and adopt this Dutch city as home.
The first day begins with a visit to agencies like exhibition specialist agency Opera, branding consultancy Eden, strategic branding consultants VBAT and communications agency Kesselskramer.
VBAT's office has the word 'refreshing' spelt out in big, bold black alphabets and as far as posturing goes, it doesn't get more quirky than this. That's the one thing in Amsterdam; you could walk into most offices here and the usual description would be along the lines of 'high beautiful ceilings, broad floor spaces, tall and pretty stained glass windows' and most often than most, the office is in a section of an old abandoned church. Churches are quirky but logical location choices for agency offices in Amsterdam given the fact that the city is so full of abandoned churches. And if only all offices made as much an effort about their work space, we would never be stuck with dull work spaces ever again. Who wants to go home when there is a huge former Chapel to explore and investigate at work? Eden and Kesselskramer both are housed in a church in Amsterdam.
Kesselskramer's Eric Kessels took us though some of their work in the past, explaining why they often do work that may not come under the definition of what constitutes commercial work for clients and crosses into their own personal pet projects, sometimes with no defined purpose, other than to experiment. A peek into the Kesselskramer office is a must for anyone wishing to understand how this Dutch communications agency has managed to produce some outstandingly memorable and effective advertising.
The day ends with dinner and drinks at the restaurant Dauphine where a number of Dutch designers, who have not been able to be scheduled into the week long list of meetings, meet the Indian contingent to network and find out if there are collaboration opportunities. Most residents of the city see nothing wrong in walking for a good twenty minute stretch towards their destination, instead of taking a cab. I do. Walking is a strictly personal choice and I for one, choose to exercise my right to be a lazy cab sitter.
