1

skate travel

CreativeIndustry

Issue

THE TEMPLE BrandFund CityP.10

CycleSpcaeSteven Fleming

p.18

Vol. 02June 2016Niels Sander Tempelaars X Creative Industry

2

If we protect our land, take care of our country,

we will have a better standard of living

- Ramon Navarro

“”

3

4

Who is the temple?THE TEMPLE, originated by Niels

Sander Tempelaars a student of the faculty of Creative Business - Leisure

Management for his individual project during Concepting & Events Minor. During this minor, a moment of enlightenment came to mind. As a young kid, I grew up knowing two different cultures and the beauty of. This means that I’ve seen the better side of the world and the worst side. Most of my mom’s family came from a decent village families that lives in Sukabumi, West Java, Indonesia. Whereas, my dad’s family came from the a wealthy Dutch business minded family. Though my father changed the whole mentality of his family, and began to appreciate the different lives we all live. I have always been thought as a young kid that giving back to the ones in need is as important. Therefore, staying humble towards others is the key

to the happiness of my life. This is also came from my Muslim background, where every Ramadhan our family always donate and give back to the ones in need such as orphans and less fortunate citizens their basic needs. These types of mindset has been embedded in how I treat others and how I want to be treated by others.

Later in life, as I grew up as an adolescence, I notice something great that has become part of my life and hobby till present, Skateboarding. The influence of skateboarding is so tremendous towards lifestyle and how I perceived the world as an adult. Freedom and living life the way I wanted is so affected by skateboarding, and how it opens my mind towards adventurous life. Having to grow up with a lot of free time — parent’s busyness with their business — I had most of time being outdoor, finding spots to skate, going to the woods, and pursuing the life of a free young man. The whole notion of freedom is what brings me to venture the world of unknown, finding paths throughout my life that would satisfy and bring me happiness.

The idea of THE TEMPLE emerges to depict that value and meanings of my life on how to appreciate life and its beauty upon all the differences. It is to show the wonderfulness of the world as it is. Therefore, most of the insights of the magazine is shown through a lot of traditional

5

”

”related features such as the cover, content, elements, patterns and overall look ‘n’ feel of the magazine. In addition, THE TEMPLE also tries to bring some of the modern elements of skateboarding related designs into the magazine. Creating both traditional and modern elements as the core of the design.

As an individual, my aim in life is to find the job within the field of extreme sports and cult-clothing companies that shares the same values as me. This might be the start of my journey, and I have a long way to go to strive for my dream. The journey doesn’t end here, it has just begun.

Buckle up! and Enjoy the ride! Written by: Niels Sander Tempelaars

The whole notion of freedom is what brings me to venture the world of unknown, finding paths throughout my life that would satisfy and bring

me happiness.- N.S.T

6

7

8

The Big Stories

Small Stories

Miscellaneous

28 Field Work

12 Nike X Portland14 Megan Lee X Philip

30 Gestalt Theory 34 Semiotics Analysis

22 Infographic — What we know about Van der Pekbuurt

10 Brand Fund City

36 The roles of Leisure in the city of Amsterdam 39 Mapping Amsterdam Leisure

06 CV NIELS

42 Appendix

04 Personal Brand Article

16 Collage/Artwork

18 Q&A on CycleSpace with Steven Fleming

24 Meet You There on How to WOM

contents

9

10

“

11

Brands and Cities are increasingly 

working together to solve 

urban issues.

This is called the Brand Urbanism, 

aims to find 

meaningful ways to give

an impact, not just advertise

Sponsore by:

““

12

The trend in brand urbanism frankly plays a huge role within a

brand marketing campaign strategy. In addition it gives solution with creative design for an urban city and its complex nature. My expectation of this event is to gain in depth knowledge that would be applicable for my future work field, where the evolution of marketing in a company evolves in collaboration with cities. How does is it implemented exactly? In this stage I would not know exactly, but throughout the seminar hopefully I will get the right answer.

BrandFundCity is an international event about new partnerships between cities and brands. How do we value this trend? What are the possibilities and the threats? What opportunities does brand urbanism offer Dutch cities?

The trend is called ‘brand urbanism’ in urban development. But, what does this mean for the design of cities? Is brand urbanism a clever way of financing urban challenges? Or, does it lead to a further commercialization of urban space?

Expectantly, this seminar will briefly discuss the process of the implementation of their brand strategy and the effect that has been measure throughout different campaigns that has already been done. Moreover, with different experts from different existing brands, it is interesting to know what different measure has been taken into account in order to implement their ‘brand urbanism’ to fit and solve urban issues. It is also interesting to know what exactly were the urban issues they were mentioning.

What is Brand Urbanism?

13

PORTLAND X NIKE

John Brady - is the Director of Communications at Portland Bureau of Transportation (PBOT), and has

previously worked for Nike’s communications department. John Brady is responsible for the communication of BIKETOWN, a collaborative bike-sharing project between Nike and the City of Portland

For the next five years Nike will upgrade the Portland bike-sharing system (that’s now called Biketown) with a capital injection of $10 million. In return all bikes and docking stations in the city will be Nike-branded, which makes the traditional link between Nike and Portland clearly visible on a street level.

The mass media and advertiser are bombarding us with billboards all over the places. There is a need of something eye-catching and attractive to the target audience that doesn’t necessarily shows logo or brand itself as an ad. Therefore, the notion of Bran Urbanism is coming to mind. It is an innovative idea that tackles urban issues with solution by working together with brands. These brands are mostly well-known existing brands such as Nike, Barclays, AkzoNobel, South West Airlines, etc.

The aim of brand urbanism is to engage their target audience to the innovative branding techniques. These engagement are usually done through seeing existing urban issues, and then applying a concept that is sustainable for the issue — therefore using the target audience as part of the implementation.

Without Nike on board, we wouldn’t get the same 

coverage internationally

“ “

14

Jesse Jop Jorg, founder of WeTheCity and WeThePeople, is an urban innovator and creative producer

who has (co-)created numerous urban projects, such as BankjesCollectief, Amsterdam Boiling, De Buurtcamping, and his latest project, the Parkotheek. Jesse examines the implementation and techniques that are essential to create a viral brand urbanism. According to him, there are 15 steps that needs to be considered.

Brands can be the initiators

of Brand Urbanisms“ “

1. Big Money Involved2. The Best Way Wins3. Government Team Players4. Brands as Initiator of Urban Projects5. Brand Urbanism as Bottom-U Strategy6. Free Publicity as a Revenue7. Search for Shared Values8. Brand Urbanism can Bridge a Gap

9. Share Network10. Momentum is the Key11. No Need for an ‘Artificial Partner’12. Construction & Program13. Real Visible Value14. Every City has a Price14. Every City has a Price15. Are we really out?

As Jesse mentioned, Charleroi City in Belgium is dubbed as the ugliest place on Earth has been a great example of Brand Urbanism. The Dutch company AkzoNobel aims to support the Belgian city of Charleroi to become a bit more colorful. The world-leading corporation, that obviously earns its money with producing paint, invests loads of money to add some color to the city that has been ‘officially’ declared the most ugly town in the world. The painting strategy

which has worked very well in Tirana and in the Brazilian favelas before, should make the gray declined industrial urban lay-out of Charleroi a little more happy.

15

“BRAND URBANISM

“

“

Philip Winn is Vice President at Project for Public Spaces, and core team member for the Southwest Airlines Heart of the Community

program.

Megan Lee serves as Southwest Airlines’ Senior Manager of Community Programs and Engagement

Phillip Winn and Megan Lee both collaborated to work on the project of Heart of the Community. The Southwest Airlines Heart of the Community program was developed to support and activate public spaces in the heart of cities. Launched in April 2014, the program aims to support Placemaking – a movement that reimagines public spaces as the heart of every community. Their main focus on Brand Urbanism is to help communities across the country to bring new life to their public spaces, transforming them into vibrant places that connect people and strengthen communities. Moreover, it is to raise mainstream awareness of Placemaking as a defined social cause and a catalyst for building sustainable, healthy, inclusive and economically viable communities. Lastly,to encourage participation and volunteerism that benefits public spaces in local communities.

Placemaking as defined social

cause and catalyst for building sustainable,

healthy communities

9. Share Network10. Momentum is the Key11. No Need for an ‘Artificial Partner’12. Construction & Program13. Real Visible Value14. Every City has a Price14. Every City has a Price15. Are we really out?

16

17

CO

LLAG

E

18

Steven FlemingDr. Steven Fleming has been called the Jahn Gelh of bicycle urbanism.

Since the publication of his internationally acclaimed book Cycle Space: Architecture and Urban Design in the Age of the Bicycle he

has been the peak bodies in the architectural and property sectors, taking bicycle planning far beyond its traditional limits. Drawing on real life experience designing high density housing estates in Asia, and an academic career with over forty articles and books as well as appointments at 5 Universities including Harvard and Columbia, he has been able to develop a radical new model of environmental design that

starts with the bike and finishes with healthier and wealthier buildings and cities. His role at Cyclespace is not to present Dutch cycling as an ideal to be copied, but to work with clients on politically achievable

plans.

You can build a city for six

million people where almost all

of the trips are done by bicycle,

and not e-bikes or anything fancy,

just a regular bicycle.

“ “

19

“ “What is your vision and CycleSpace’s vision in a nutshell? Can you tell me briefly about what you are doing exactly, and also your background?

I am an architect and urban designer, so I’ve always thought imagine if the world, which is at the moment, the world we’ve got is designed around machines. Biking and walking has always been part of our lives since ages ago even before machines were there. I’ve done some primary research upon this, and as you know we can design a city, this big, and not rely on any machines hardly at all. You can have 90% of traveling within a city like any type of bicycles, doesn’t have to be a good one... just like this one!

You can have 90% of traveling

within a city like any type of

bicycles

20

So how do you do that exactly? Can you explain.

You take that to a step further, and you say, what if you actually design a city from the scratch around the bicycle? So, this city was designed around boats and horses, and then a little bit later on, public transport started to come in, and then the idea was to build the boroughs in the post-war era. Some of those were designed around where we are going to put like public transports and really, a lot of the other boroughs were designed around driving. So that puts a lot of pressure in the city, because they’ve got a lot of different boroughs completed.

Has this ever been done before? Is there an example.

My thought really is that the city is dense enough, so like Manhattan, if you get rid of everything on the ground plane that is getting in the way of bikes, you can actually go point to point making B lines, kind of going where

the crow flies by bicycle. The average trip times in that city would actually be lower relative to the population of the city, in comparison to any other mega cities. In other word, you can build a city for six million people where almost all of the trips are done by bicycle, and not e-bikes or anything fancy, just a regular bicycle.

Why is biking better in this case? Can you explain.

If you think about it all, we all are interested in for the latest technology. It’s natural, and it’s always been part of humanity to be that way. But then sometimes there are places, and a good example is your kitchen. In your kitchen, I bet, if you’re a smart person you’ll find that it’s easier and quicker to cook just with a nice knife and a wooden chopping board. Simple old fashion stuff that probably your great grandmother used, and you’ve got a really quick and really good meal. And if you go fill up your kitchen with the latest appliances, you’ll end up with a huge wash up, it’s clutter, you know.

There are certain aspects in life where you want to take the latest technology as it is going to help you, such as phones, but then there are other times where your tool of choice is the simple tool. In terms of urban mobility, we really think philosophically the simple tool, which is the bicycle, works for almost everybody, and where it doesn’t

21

work, if you design a city around cycling, strangely enough, you’ll find it easier to walk and bring in public transportations as well.

And are you here to gain awareness from the people of Amsterdam?

Yeah, So, that’s my work; cycle space is kind of like an umbrella of organization. It speaks between Amsterdam and the world. If you were to pick one city in the whole world it should be the center for research and thinking, kind of like, people come here with the knowledge and the knowledge goes back out to the rest of the world, then it really should be Amsterdam, not Copenhagen.

Why Amsterdam as a place to do your experiment over the city of biking?

Can’t think of anywhere else! This is the city! It is a world city and it’s got the highest rates of cycling form any city likewise in the world. The idea is to bring together bike makers, experts, psychologists, marketing people; we’ve got a lot of great intelligent people here and to bring the rest of the world here as well, with all that knowledge we can share with the rest of the world. We really want and we believe that in the whole world bicycling should be the fundamentals or first choice for a person who lives in urban city.

Thank you for your time and good luck with everything concerning your project!

Can’t think of anywhere else!

This is the city! It is a world

city and it’s got the highest

rates of cycling form any city

likewise in the world

“

“

22

INFO

GR

AP

HIC

23

24

T H E R E

MEET

Y UNowadays, app developers

are more encouraged to think outside the box and consider

alternative acquisition channels due to the rise of user purchase and competitive mobile marketing. According to Nielsen (2014), 92% of consumers believe recommendations from friends and family over all forms of advertising. Word-of-Mouth (WOM) marketing is all about getting people to talk about your product/service to their friends, family and social networks. Most popular WOM on app devices (2015) are ‘guerilla marketing’, and ‘referral programs’.

MEET YOU

THERE!HOW TO WOM — Word of Mouth Techniques

Word of mouth or viva voce, is the passing of information from person to person. Storytelling is a common form of word-of-mouth communication where one person tells others a story about a real event or something made up. Oral tradition is cultural material and traditions transmitted by word of mouth through successive generations. Storytelling and oral tradition are forms of word of mouth that play important roles in folklore

and mythology.

25

T H E R E

MEET

Y U

Creative (WOM) Marketing

The following are fun, creative and cost-free methods to marketing the MUT app to the public.

1. Guerilla Marketing

Guerilla marketing grabs attention in ways that are disruptive but yet entertaining. By taking advantage of the current situations and doing something different, it enables people to talk about your product. Implementing a successful campaign has a lot more to do with creativity than large budgets. There are a variety of ways to incorporate elements of guerilla marketing into the strategy. According to research (2015), there are the three rules for guerilla marketing to be effective: 1. It must have an element of surprise2. It must loosely align with your app core values3. It must be targeted and relevant

Meet You There (MUT) organization will first have to create a social network of young and active local residents and travelers to gain as much as subscribers as possible. Afterwards, MUT will be able to use its followers/subscribers as a barter

chip to work together with a few organizations to help promote their festivals to the youth via the MUT app, in return for endorsement on social media, posters, and flyers or through the MC/ host / DJ announcement, social media and interview as reference to ‘Meet You (fans/public) There (the event). This WOM strategy is cost-free and only depends on the amount of targets (subscribers) the MUT social network has.

26

T H E R E

MEET

Y U

2. Referral Programs

Referrals programs (2015) are a great opportunity for people to help their friends in any situation (games/recommendations/etc.). Furthermore, recommendation referral gives both parties incentive to come back and use the product (app). Having double-sided referrals can bring much traffic back to the app. In order to have a well implemented referral program strategy, developers must consider the following three rules;1. It must have a valuable incentive2. It must be clearly communicated3. It must be easy to implement (simple codes work best)

The Meet You There app will need to give the possibility to send invitations to users friends on their social media ‘Facebook’. By getting friends to sign up for the app on Facebook, MUT users can reach more audience for their event/activity and help keep the MUT app in circulation. As there are many apps out there bench marketing on the same strategy, it is important to be distinctive. Therefore, MUT app will showcase the most popular (descending) activity/event of the day depending on the amount joiners. Instead of monetary incentives the users, this strategy will make them focus on inviting as much friends as possible to continue sharing. After all, at the end of the day, the reputation the MUT app earns will end up being the most valuable asset. Creating a positive public opinion is the first step, but making it cool and easy for people to talk and share will be the victory, and basically that’s all that matter.

27

T H E R E

MEET

Y U

3. Success and failure of (WOM) Marketing

Success

Collaboration

A decent content strategy (2014) and actual plan of execution (and also content-driven marketing actions) by definition require collaboration just as this has always been essential in, for instance, web content management, cross-media channels, and collaboration with other stakeholders. In this case of MUT app, it is important to get the right collaboration both business wise and media wise. This could be done through using different social media such as Facebook page, Instagram account, Snapchat account, Twitter account, and also the app itself. Moreover, the use of stakeholder in the terms collaboration is another important aspect of implementing word of mouth marketing. There are other working platforms that could both help promotional wise but also technical aspects as well. In order to implement the right collaboration you need teams, roles and responsibilities, as well as processes.

Storytelling

Some see storytelling (2014) as just a technique in the creation of written and visual content. Although storytelling is most certainly about that, it’s about much more and raises various important questions, each with their many answers. Furthermore, the use of storytelling in content marketing continues to evolve (visual, transmedia, two-ways and collaborative). The essence of storytelling is to show a situation where one could relate to that situation in similar. MUT

app mainly uses storytelling in order to tell people how in such situation the app will be beneficial with ease. Therefore storytelling is in every part of MUT’s WOM technique to attract people.

Failure

Complexity

Don’t over-complicate or use sophisticated tools, for example a media that people are not aware of or a media that the target group won’t even use. People will only collaborate (2014) if it’s easy and rewarding to do so. The collaboration part of content marketing is also where editorial calendars etc. come in. This means that using different platforms could be necessary to get the viral that is expected to happen, yet overuse of the different platform could result in disadvantageous.

Lack of Buzz

Another disadvantageous of word of mouth marketing (WOM) is that the effect should be a viral and when it’s not it become a failure. Many have done Kickstarter or Indiegogo, yet their success in creating a buzz is still lacking (2014) because the focus is only on the buzz not on the product itself. The emphasis should be on the product and don’t aim to be viral just by putting it online. People appreciate a good product than a good promotion, therefore create a product that suits the target group in order for them to appreciate and create viral.

28

On the 11th of April we began with the introduction week and the opening of FabCity. This was the start on Off-Campus student program where our whole class was present. It consisted of 4 kick-starting days at Pakhuis de Zwijger and FabCity Campus with inspiring guest and workshops on various different topics. Of course, the topics were all related to solutions on urban issues such as circularity, sustainability, placemaking, etc. On the first day, Minister of Education, Culture, and Science Jet Bussemaker and Mayor Van der Laan was invited as special guest to honor the opening of FabCity. With her presence, Jet Bussemaker gave a speech on the further success of FabCity as a platform to innovate students for the future. The program also ended with few discussion with ministers of education from Europe, where students had the opportunity to tell what is necessary/needed for students about their future skills. This meeting was fun and playful, especially having to meet ministers from different parts of the European countries.

In addition, Lucas de Man, a very interesting speaker that covers his journey through a performance speech trying to find the identity of Europe. He traveled seven different countries to interview visionaries and contemporaries experts on various important topics about Europe. The day was followed by another guest speaker Henk Ovink the Minister of I&M and International Water Affairs, talking about the state of emergency on creative process to generate solution on resilient regions. He also talked about how important water management and how it is linked to many other crises that had been talked about across the globe. Moreover, there were few other interesting by Arjan van Timmerman and Eva Gladek talking about smart system in the smart cities and cleantech development by Metabolic.

FIELD WORK

29

Moreover, on the Tuesday of 12th there was also a guest speaker Michiel Schwarz the author of ‘A Sustainist Lexicon’, Marleen Stikker co-founder and director of Waag Society, and along with workshops on Play the City by Richard Plegrim, lastly the introduction of Map You City App by Carloine Vrauwdeunt. The interesting part of this day was that we as a group had a tour using the Map Your City app to give us an inspiration for our project. Plus, the group also got introduced with the whole area by one of the FabCity member, Bernadette Iseli. We had a small conversation with one of the stand, CycleSpace, Dr. Steven Fleming the director and principal designer on to make cycling the world’s pre-eminent mode of city transport.

Students were asked to attend the Innovation Expo Event as part of the 4th program of FabCity. In this event CEOs, scientists, and ministers were part of the program in which they speak amongst various different topics about the future of Europe and its solutions. Mark Rutte (Prime Minister of the Netherlands) was one the special guest, which we as a student were not able to attend his speech. Though we’re not able to attend his speech, we still had fun looking around the exhibitions that were presented around the EYE Film Museum. Moreover, the exhibitions had a lot of interesting showcases; the topics range from livability, food, health, mobility, infrastructure, energy and circular economy. Most of them might not be relevant for our project, but seeing all the development that are currently existed in our world seems far more exciting than needing to be relevant. It was also interesting for us to talk to few stands about ecological urban farms that pushes through the market.

30

GESTALT THEORY

31

Law of Prägnanz The gestalt theory of Pragnanz explains that human beings when confronted with complex shapes, we tend to reorganize them into simpler components or into a simpler whole of an object. In the image beneath, the shape of square, circle and triangle combined will be perceived as a one simple component instead of looking the whole shape as a complexity. Therefore, it is more likely to see the shape on the right as a separate component or singles of square, circle and triangle too. The actual interpretation by the brain is shown through creating a known shape let alone as it is. In this case the reality tend to be organized and reduced to the simplest form possible that can be easy to comprehend.

Law of ClosureIn the bottom left image above, it is visible to see the image of 3 Pac-man-like shapes that convey a triangle in the middle. While on the right bottom, the panda seems to appear out of several random dark shadow shapes. In this theory it explains that seeing both the triangle and the image of the panda is simpler than trying to make sense of the scatter individual parts. The whole idea revolves around the tendency to seek patterns that is positioned in a way. Instead, Closure is the opposite of Pragnanz since our eyes seeks the combined part into form of a simpler whole with filling in missing information to form a complete figure. The key to closure is to be able to grasp the provided information so that they eye can fill the rest, but without the remaining information it would not work. While if there are too much information provided by the shape, there’s no need for closure to occur.

Law of Symmetry and Order

The law of symmetry and order is another gestalt that tends to be perceived as an object that forms a symmetrically shapes around their center. Symmetry states that the viewer should not be given the impression that something is out of balance, or missing, or wrong. If an object is asymmetrical, the viewer will waste time trying to find the problem instead of concentrating on the instruction. Order has connotations of stability, consistency and structure where it is applied to an object. This usually appears in traffic signs, sets of instructions, reference books. In this image below, it can be seen that the construction

32

of the shape is symmetrical from one to the others and with one only difference in color. Color does not necessarily affect the symmetrical aspect of law of symmetry and order, since the composition of shape is still not out of balance. The shape of quarter of a circle still revolves around the center as a gear-like object, with another black colored gear presence in the center.

Law of ProximityProximity means that, “Objects that are closer together are perceived as more related than objects that are further apart”, as described by the Gestalt theory (Bradley, 2014). This means proximity focuses on objects that have common region which are positioned close to one another, to befit as part of a group rather than as individual elements. As seen below, a group of people that bound to stand together, seen as convicts, with similar red color shirt are the example of proximity. More often then not, this is also called “grouping,” the principle concerns the effect generated when the collective presence of the set of elements becomes more meaningful than their presence as separate elements. It is said that a group of people together may have a more powerful essence than of an individual. Grouping of the law of proximity usually plays around tone, value, color, shape, size, or other physical attributes. The element of proximity does not necessarily have to be exactly similar to each other in shapes, but the effect it made by staying close together gives it essence.

33

Law of Continuity

“The elements arranged on a line or curve are perceived as more related than element not the line or curve”, as said according to the gestalt theory. What it actually mean is that once a continuity object or shape is seen or move in a particular direction, it is most likely to be seen as going towards the same direction until there is nothing more significant to see. As shown in the picture below, the picture seem to show an angle where there seems to be an end or the “light at the end of the tunnel”. This effect is in a way the continuity law of Gestalt theory. The viewer of an object on continuity will continue to look and follow the flow of the shape till the bitter end. In this case of an image below it seems that there is a line that could be followed till eternity, and that is where continuity occurs.

34

Denotation

As a denotation of the picture above, it appears that a polar bear is inside a white sandglass capsule. The time capsule appears to be ticking down as it follows the direction of the gravity. The 3 bars on the sides of the time capsule explain why it appears to have look like a time capsule. Moreover, the piling white sand tells why it is a time capsule followed by dripping white sand. The background and all the color shown are mostly white as a snow.

Connotation

The picture of a ticking time capsule seems to tell another story that tells something of an emergency, as indicated by ticking time, dripping white sand, and piling up of the sand. The bear appears to tell that it is worries, concerned, or in danger. The image of the polar bear appears to being swallowed by the dripping sand, which tells something about it state of being and future. The chosen color, white, seems to tell about the origin of the polar bear and its environment, where the area is mostly covered with snow and cold. The pile of snow also might indicate the opposite of it, which is melting instead of piling up.

SEMIOTICS ANALYSIS

35

Polysemy

The portrayal of sandglass in this picture shows that time is limited and that there will be an end to its last drip of sand. Sandglass is also fragile because it is made of glass, it can break easily when dropped from a height. Moreover, sandglasses are not used anymore nowadays in general to show the time of the day, which may have been invented in ancient Egypt. According to the American institute of New York, the so-called clepsammia or sandglass was invented at Alexandria about 150 BC (Benthuysen, 1870). According to the Journal of the British Archaeological Association the so-called clepsammia were in use before the time of St. Jerome (335 AD), and the first representation of an hourglass is in a sarcophagus dated c. 350 AD, representing the wedding of Peleus and Thetis, discovered in Rome in the 18th century, and studied by Winckelmann in the 19th century, who remarked the hourglass held by Morpheus in his hands.

Symbol• White sand is snow• Time glass• Polar bear

Icon• Time represent the limit or state of emergency• The arctic snow is melting• Climate change• Global warming• Extinction of polar bears• Emergency

Index• Polar bear is endangered• “Ticking time bomb”• Pile of snow = snow melting

Personal OpinionIn my perspective this picture shows awareness for a great danger that is currently happening in the arctic. Due to global warming, ice is rapidly melting and through this picture it is showing its state of emergency for an action to combat against the melting ice. Polar bear melting through the sand is in a way representing metaphorically the danger of their species’ extinction. Global warming and climate change issue is the topic center of this image, as all of the aspects combined metaphorically indicate the issue.

PathosPathos essentially represents an appeal to the emotions of the audience, and elicits feeling that already inhabit in them. Initially it plays around with the way of the commination is built with emotional aspects in it. In this picture, it uses a lot of analogies and metaphor to show the actual meaning of the awareness or intended meaning. Although it uses a lot of metaphors and analogies, it is pretty clear that the intention is to show issue about global warming and its effect towards polar bears.

36

Have you ever seen someone cruising with his/her board in Amsterdam? Most definitely, you’ve seen a person or a group of guys holding a skateboard roaming around the city Amsterdam at least once. The skateboarding scene in my opinion is fairly underrated by the general public in Amsterdam; even leisure studies have never mentioned it as a topic of importance. Yet, the impact of skateboarding is widely spread around us without us even knowing. It has several aspects that we can see nowadays that has gotten its root from skateboarding starting fashion, lifestyle, community, music and of course its impact towards attracting visitors into the city. With this in mind, I still personal believe that there is less attention towards its success on the city. Added to that, a proper facility are fairly scarce given by the municipality of Amsterdam, where even an international indoor skate park of Amsterdam was dropped to its business in 2013 mainly due to the municipality.

Whether you’re a skater, wearing a skate brand just for the sake of style, friends with other skaters, or just in it to be part of the parties organize within the skate communities, we are all aware that skateboarding has a lot of influences in our surrounding. Don’t you think? Let me tell you why! Firstly, the city of Amsterdam is known all over the world for the so-called “Cool city” where you can go to bar or coffieshop as a huge part of its leisure activities, not to mention the crazy parties! But eventually all of these are closely related to skateboarding, wonder why? The lifestyle of skateboarding is so fitted to Amsterdam that it can be so much related to each other. In this case we are talking about the lifestyle. The lifestyle of skateboarding can be related with beer drinking, weed smoking, raving, and also gathering with friends to seek for spots or just to chill with friends.

The role of leisure in the city of

The contribution of Skateboarding as part leisure in Amsterdam city

A

MXXXS

37

Skate park of Amsterdam, which was located in NDSM-Werf was opened in 2005. The opening of the new skatepark of Amsterdam has huge success worldwide, which attracts a lot of professional skaters from all over the world. Added to that, most of well-known professional skate have been there such as Tony Alva (Lords of dogtown), Tommy Guerrero (Legend), Ray Barbee (Legend) , Steve Caballero, Ryan Schekler (Pro), and even the owner of the big company Steve Van Doren has visited the place. These people are so-called “the pioneers” of skateboarding, and yet what amazing is that they all respect Amsterdam as if it is part of the United States.

The availability of the skate park of Amsterdam doesn’t only create a small community, but rather a humongous community from all over the world coming to one place. When we are talking about leisure activity that aims at building a community in an area, skateboarding is the ultimate choice of preference. Not only it invites skaters, but also all people from difference background are also welcome. Attracting visitors both nationally and international comes naturally to the Skate park of Amsterdam, because it was made on the international standard.

Michael Groeneweg as the builder and owner said, “Basically, the park is gone because the municipality left us no other option but to close down the park, I think it’s a pity that a city like Amsterdam doesn’t have a legitimate indoor park... I miss the atmosphere, that used to be nice.” The municipality of Amsterdam wants to initially use that space for new galleries and lofts. On the other hand, looking at NDSM-werf building in 2016, nothing has been done much to make it into a gallery or lofts. It has been left empty since 2013, which could have been used as a skate park for at least 3 more years.

38

Skate park of Amsterdam’s success was so underrated that some people from the leisure community weren’t even aware of their existence and disappearance – or their contribution as leisure towards the city.

To point out few aspects that Amsterdam would benefit from having another indoor skate park, first of all building a indoor park has positive keep teenagers away from the danger of streets, and instead their behavior or doing can be monitored if they are in the indoor park. Youth and adults need safe, legal, and accessible places for skateboarding – not to mention how often the Netherlands rain in a year! In addition, NBC Philadelphia quoted, “Skate parks reduces illicit behavior, I think that is a group we see as being a little more on the risky side, but instead of being on the risky side, they were actually protected from those behaviors.” Not only does it affect young teen’s behavior, but it also provides save environment for them to do a physical heath benefits leisure activity.

After all, the aim for building an indoor skate park is to gain some economic impacts as well (for the sake of Municipality). It has been proven that skate parks whether indoors or outdoors, carries positive economic impact. Skate park of Amsterdam has been organizing well-known international contest sponsored by Vans, Monster Energy Drink, Mountain Dew, Redbull, and many other big corporations. These events has been inviting people from all over the world – starting with United Sates, Japan, European countries, and also the country from down under! I’m totally amazed!

To sum it up, does skateboarding bring any contribution on the leisure of Amsterdam? Yes, definitely it does. Not only it attracts people from all over the world, it also provides musical events, workshops, gatherings, and

international awareness. The best of it is how natural is skateboarding able to build a community that brings different background together. So why not build a skate park? The leisure industry needs to think bigger to think of the roles of leisure in the city of Amsterdam. Have you ever seen someone cruising with his/her board in Amsterdam? Most definitely, you’ve seen a person or a group of guys holding a skateboard roaming around the city Amsterdam at least once. The skateboarding scene in my opinion is fairly underrated by the general public in Amsterdam; even leisure studies have never mentioned it as a topic of importance. Yet, the impact of skateboarding is widely spread around us without us even knowing. It has several aspects that we can see nowadays that has gotten its root from skateboarding starting fashion, lifestyle, community, music and of course its impact towards attracting visitors into the city. With this in mind, I still personal believe that there is less attention towards its success on the city. Added to that, a proper facility are fairly scarce given by the municipality of Amsterdam, where even an international indoor skate park of Amsterdam was dropped to its business in 2013 mainly due to the municipality.

39

Do you know some of the cool spots to go in Amsterdam? As you all know there are tons of hip places to go to Amsterdam – not to mention the amount of coffieshops around the corners.. HAHA! But let’s look at a different way of enjoying Amsterdam as the city of Leisure. Here is the list of top 5 places you should visit when you go to Amsterdam:

Mapping Amsterdam Leisure Spots

1. De CeuvelFirst of all, De Ceuvel is a creative workplace for creative and social enterprises located in the North of Amsterdam. The area is located beside the river IJ, which currently is gaining popularity in terms of the concept and innovative idea to create a communal place. People usually go to De Ceuvel to enjoy a glass of beer, and it is most perfect when the sun it out! The North of Amsterdam used to be an industrial area of Amsterdam back in the industrial revolution era where De Ceuvel is located. The land was secure for a 10-year lease from the municipality of Asmterdam after a group of initiator won a tender to turn the side into an urban oasis. The former industrial plot is now turned into the most unique and sustainable urban developments area. There are lots of activities you can do at De Ceuvel, starting from bed & breakfast, cafés, restaurant, musical performances, yoga, workshop and other related types of activities. You haven’t seen the whole Amsterdam if you haven’t been to the North of Amsterdam!

40

2. Melkweg

3. Paradiso

Melkweg, or in English the Milky way, is a concert venue that hosts different types of events such as theater, music films, expositions and other multidisciplinary events. Each year they attract more than 400,000 visitors from different part of the world. The venue is located in the only surviving factory building on the Amsterdam canal ring, which was meants to use as a milk factory back in the industrial era. Melkweg hosts has been inviting most of the upcoming and well-known artist each year, where artist such as Xavier Rudd, Charles Bradley, Funkdoobiest, Dj Krush, and many others. The performances that are hosts at Melkweg are from different types of genres, so don’t feel left out if you’re a metal head or a hiphop fan, cause you’ll get the best of both worlds at Melkweg!

Another venue that you should visit is Paradiso. Located close to Melkweg, Paradiso is another venue that most youths and ravers go to for special events. From the beginning in 1968 audiences were dancing to live music at Paradiso, Paradiso was closed during the night and until the beginning of the eighties, there was no real club culture in The Netherlands. This legendary club night led to the rise of house music and culture in the late eighties and lots of other dance parties in Paradiso that offered a home to night lives in Amsterdam. Today, they host events starting from punk rockers to country music lovers to electronic music lovers, a reflection of the diversity in the Dutch population. So what are you waiting for? Check it out!

41

4. Tolhuistuin Paradiso

5. The Foodhallen

After Paradiso’s success on their venue, they branch towards a smaller area in the North of Amsterdam. Tolhuistuin, an old building where Shell used to owned the building for their corporate canteen was finally sold. Tolhuistuin have made the place with seven summers long of wonderful programs for audience in the area of cultivated gardens. The pavilion of the Tolhuistuin has three halls. The main hall has been converted into a concert hall with a stage, balcony and superb soundproof walls. In addition, in the complex two exhibition halls, two dance studios, offices and a café restaurant for 180 guests. It is Foundation for Culture at the IJ hosted by Paradiso that has been taking a lead towards offering programs in the pavilion in collaboration with Tolhuistuin itself. It is a very interesting place to go to, especially with relaxing atmosphere of Amsterdam across the huge canal. The programs that Tolhuistuin offers include guest lectures, workshops, and musical performances. Most of the artist that performs at Tolhuistuin is upcoming, and less of the well-known once. So are you into indie music, drum n bass, or meeting new people? Then don’t waste your time! Check Tolhuistuin Paradiso for cool events!

Last but not least, The Foohallen! It is a great place to experience the culinary differences in Amsterdam, which is located in the west of Amsterdam at Bellamyplein. The Foodhallen is a food court concept of restaurants where you can have small bites, breakfast, lunch to dinner meal menu. The concept is inspired by indoor food market at the Torvehallerne Copenhage, Mercado de San Miguel in Madrid, and the Borough Market in London. This indispensable concept for a ‘big city life’ for locals and tourists the chosen place to walk around and great to enjoy different dishes. The area is also situated right beside a cinema called Filmhallen, where all of them are located in an old like factory building. So if you are interested in eating different types of bites, and watch a movie after, why don’t give the Hallen a try!

42

AppendixBradley, S. (2014). Design Principles: Visual Perception And The Principles Of Gestalt – Smashing Magazine. Smashing Magazine. Retrieved 3 April 2016, from https://www.smashingmagazine.com/2014/03/design-principles-visual-perception-and-the-princi-ples-of-gestalt/

C. van Benthuysen (1870). American Institute of the City of New York: Annual Report of the American Institute of the City of New York.. pp. 1042–.

43

44

45