Five cities, 30 private partners, and a collective mission on one exhibition stand. Between 2012 and 2023 we have supported and guided Holland Metropole in their expansion from a partnership  between the City of Amsterdam and five private partners, to a collaboration between the five largest cities in the Netherlands and 30 private partners. For eleven years we organized the design, construction, transport, and logistics for the Holland Metropole stand at the Expo Real.

The Expo Real is an annual international real estate fair in Munich, Germany. In 2012 we were first asked to design and build a stand for the City of Amsterdam, in collaboration with five private partners. In the following years more partners joined, and the stand continued to grow. The cities of Rotterdam, The Hague, Utrecht, and Eindhoven all joined the coalition. Meanwhile, we took an active role in finding, guiding, and supporting new private partners. Each year we created a unique stand to represent the metropolis, based on the needs and wishes of each of the participants.

The coalition continued to expand, and in 2016 this collaboration was formalised under the name ‘Holland Metropole’. This partnership stands for the exceptionally good connectivity between the major cities in the Netherlands – literally and figuratively. This officiation and new step required a new logo and visual identity to match. After winning the agency pitch, we go to work designing for Holland Metropole. We translated the connectivity and strength of the partnership into a logo and visual identity which is still being used today.

We were also asked to design a completely new stand for Holland Metropole. This stand would be used for multiple years, with the primary goal of showcasing the beautiful real estate investment climate in our country. The stand design creates openness and connectivity, with plenty of space for meetings, conversations, presentations and even official signings. Branding was also crucial; we made walls and banners for visibility and gave all the partner’s logos their own place. The core of the design was sustainability; we designed a stand with elements which can be stored and reused. Over the course of eight years the stand elements were used differently to create a unique and innovative appearance every year.

For five consecutive years we also designed and organised the Holland Metropole stand at the international real estate fair MIPIM (Cannes). Read more about it here.

Client
Holland Metropole: Amsterdam – Rotterdam – Den Haag – Utrecht – Eindhoven.

In samenwerking met ABN AMRO Bank, Almere, Altera, AM, Amber, Amstelveen, Bouwinvest, BPD, Bureau Stedelijke Planning, Dura Vermeer, Fakton, Haarlemmermeer, Healthy Workers, Heijmans, hello energy, Hurks, IC Netherlands, Lelystad, Meijer Realty Partners, MVSA Architects, Perfect Place, Port of Amsterdam, SYNCHROON, Syntrus Achmea Real Estate & Finance, UNStudio, Van Wijnen, Vesteda, VORM, Zaanstad en Zuidas Amsterdam.