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2021 AIGA CONFERENCE A M S T E R DA M
Table of Contents 2 About Amsterdam 6 Conference Center Beurs Van Berlage 10 Hotel INK Hotel Amsterdam 12 Transportation 14 About AIGA 16 Discover Dutch Designers 18 ArtEz Univeristy Of The Arts 20 Explore The City Copyright 2021 Jillian Jones All rights reserved This vrochure or any portion thereof may not be reproduced or used in any manner whatsoever without the express permission of the publisher Printed by GHH G12 Ink in the United States of America First printing 2021 J J Publishing 1 Old Ferry Rd Bristol RI 02809 jjones361 g rwu edu AIGA Amsterdam 2021 1
ABOUT AMSTERDAM The currency in the Netherlands is the Euro EUR which is used in almost all countries within the European Union The Netherlands is a country situated in Western Europe bordering Belgium to the south and Germany to the east To its north and west is the North Sea Although the Netherlands is the country s official name people often call it Holland The provinces of North Holland and South Holland form only part of the Netherlands In Amsterdam there is no guarantee of good weather any time of the year Typical weather in Amsterdam ranges from around freezing in winter though with little snow to beautiful sunny days with temperature around 25 degrees Celsius 77 F in the summer Amsterdam is a unique city Despite the obvious presence of thousands of visitors its life remained authentic To observe it is enough to stroll along the canal streets or to sit for a while in one of Amsterdam s many caf s 2 AIGA Amsterdam 2021 When the last millennium was still quite young a handful of adventurers came floating down the river Amstel in hollowed out logs Out of the marshlands and swamps surrounding the Amstel River a structure of dams and dikes was forged the first of which is marked by the Dam square at the heart of the city today These canny Aemstelledammers began exacting toll money from the passing beer and herring traders of the roaring Eastern Sea Trade of the Baltics They quickly became expert boat builders and brewers attracting more interest in the emerging town In 1275 Count Floris of Holland formalised these activities by granting special toll privileges to the merchant town and in 1300 the town got its first charter From its humble beginnings as a 13th century fishing village on a river bed to its current role as a major hub for business tourism and culture Amsterdam has had a strong tradition as a centre of culture and commerce AIGA Amsterdam 2021 3
Did You Know Amsterdam Has Amsterdam is divided into seven districts each with its own District Committee Districts are responsible for carrying out municipal tasks such as work in public spaces and cleaning The committees also adapt the plans of the College of Mayor and Alderpersons and City Council because each area has its own needs and issues The committees operate as the City s eyes and ears acting as a means of communication between the neighbourhoods and city governance It is also the country s largest city with a population of more than 851 000 and the most visited with over 3 5 million foreign visitors a year 9 Ferries 28 Parks 51 Museums 141 Art Galleries 165 Canals 173 Nationalities 232 Trams 755 Restaurants 1 281 Bridges 1 400 Cafes Bars 10 334 Shops 600 000 Bicycles Amsterdam Canal Ring The city s old centre is formed from canal rings which give you the feeling of space freedom and peace Walk through these canal streets or better take a trip with a boat by boarding one of the tourist cruises or by renting the boat yourself Any way you decide for enjoy this city one of the most beautiful in the world Throughout the year Amsterdam is one of Europe s foremost architecture and design city not only because of 17th century rings of canals Amsterdam is where modern architecture developed organically between facades of historical buildings Since it is not a very big city all sites of interest are within acceptable distance this is why Amsterdam is so popular with lovers of architecture 4 AIGA Amsterdam 2021 AIGA Amsterdam 2021 5
THE BEURS VAN BERLAGE The Beurs van Berlage is a national monument located in the historic centre of Amsterdam With a total area of 16 000 m Where a wide spectrum of different companies hold offices the most desirable and prestigious congresses events and exhibitions are organized two restaurants are located Berlage facilitates small meetings and there are even two escape rooms a bicycle shed and a Tony s Chocolonely super store the Beurs van Berlage has been the 6 hotspot since 1903 and the Beurs van Berlage is at the top of the market In the 1980s the building already had a social function with concerts events and exhibitions The costs for major foundation repair and lagging rents forced the owner to sell Beurs van Berlage in 2008 Four public and private parties bought the real estate and took over the full exploitation Since 2008 the Beurs van Berlage AIGA Amsterdam 2021 has been a limited partnership with four equal shareholders the municipality of Amsterdam De Key Amvest and BPD Since the year 1903 the Beurs van Berlage has been a charming international hotspot A building with grandeur and the place to be in the soul of Amsterdam where special things happen every day Events fairs exhibitions and prestigious conferences The Beurs van Berlage exudes history and character In 1903 it was already a bustling trading place and today it is a one in a million conference location in the warm heart of Amsterdam High quality and service an impressive atmosphere and excellent facilities are central A bustling location that you will not soon forget AIGA Amsterdam 2021 7
THE GROTE ZAAL The Grote Zaal which translates as the Grand Hall is not only the largest hall of the Beurs van Berlage but also that of entire city centre of Amsterdam The room is ideal for organizing meetings such as conferences dinners symposia product presentations exclusive fairs or fantastic parties The Grand hall was used for the royal wedding of King Willem Alexander and Queen Maxima In 1903 in the large commodity exchange hall now called Grote Zaal trade in products such as pepper coffee cocoa sugar and oil took place From five to nine when the Beursbengel sounded to open the stock exchange the products could be bought and sold Until half past three when the bell rang again to close the trading day At that time the the price of the products was established and the trading day officially ended 8 AIGA Amsterdam 2021 AIGA Amsterdam 2021 9
INK PRESSROOM is INK Hotel Amsterdam s vibrant heart It functions as the living room of our hotel guests and the place where locals gather to meet It still has the energetic vibe of the actual pressroom from the old days HO T E L AMSTERDAM PRESSROOM is a restaurant with a story Not just any story the first page dates back to 1904 when our building became the base of Dutch newspaper De Tijd With a history like that it s no surprise Each boutique hotel in the MGallery collection tells a unique story inviting guests to immerse themselves in tales of adventure history culture nature and more for the length of a memorable stay Discover the high points of our story here INK Hotel Amsterdam is located in the heart of Amsterdam the city that offers a harmonious blend of history culture and modernity The Central Train Station is only moments away and offers tram bus and metro connections all over the city Also the picturesque canal area is just a few minutes walk away with a plethora of cafes and restaurants as is the famous Dam Square and boutique shopping Take a romantic walk through the Vondelpark a boat trip on the canals or take a look at the world famous Anne Frank house INK Hotel Amsterdam is a modern lifestyle hotel where the traditional rules of hospitality are freely translated to the modern day writing a contemporary story in INK At INK Hotel Amsterdam your time truly is your own INK delivers a luxury lifestyle experience with a personal touch for your own story to be written CLASSIC QUEEN Our Classic Room 19 sqm features a 40 LCD TV safe mini fridge free high speed WIFI The White Company bathroom amenities hairdryer bathrobes tea Nespresso facilities SUPERIOR KING Our Superior Room 22 sqm features a 40 LCD TV safe mini fridge free high speed wifi The White Company bathroom amenities hairdryer bathrobes tea Nespresso facilities DELUXE ROOM Our Deluxe Room 26 sqm features a 40 LCD TV safe mini fridge free high speed WIFI Ines de la Fressange bathroom amenities hairdryer bathrobes tea Nespresso facilities wireless speakers seating area PRESSROOM is still a place where stories are yet to be written Today this rich history is translated into an uncomplicated relaxed dining experience with a modern personal approach The menu consists of modern classics with pure and simple flavors that merge into great combinations We ve got some insanely talented bartenders who are shaking up the sweetest and most innovative drinks in town They combine local spirits like Corenwijn and Genever and mix them up with the best ingredients from all around the world They ll serve you a cocktail so pretty that it s almost a shame to drink it We are open seven days a week for lunch drinks and dinner Every Saturday and Sunday we serve Bottomless Brunch with unlimited bubbles 10 INK Hotel Amsterdam has 149 stylish rooms all designed by Concrete Architects Each room features an MGalleryBed so you can get a perfect night s sleep in optimum comfort The rooms have many modern facilities such as free high speed WiFi a 40 LED television Nespresso facilities and more AIGA Amsterdam 2021 JUNIOR SUITE Our Junior Suites 31 sqm features 40 LCD TV safe mini fridge free high speed WIFI Ines de la Fressange bathroom amenities hairdryer bathrobes tea Nespresso facilities wireless speakers seating area oversized desk DELUXE SUITE Our Deluxe Suite 45 sqm features a 40 LCD TV safe mini fridge free high speed WIFI Ines de la Fressange bathroom amenities hairdryer bathrobes tea Nespresso facilities wireless speakers bathtub and lounge area AIGA Amsterdam 2021 11
T R A N S P O R TA T I O N With an annual cargo tonnage of 1 74 million it is the 4th busiest in Europe AMS covers a total area of 6 887 acres 10 3 sq mi of land The airport is built on the single terminal concept one large terminal split into three large departure halls Schiphol opened on 16 September 1916 as a military airbase The end of the First World War also saw the beginning of civilian use of Schiphol Airport and the airport eventually lost its military role completely Amsterdam is surprisingly easy to reach Did you know for example that the city center can be reached fifteen minutes from Schiphol Airport There is no strict visa requirement and public transport works smoothly both towards and from city The extensive network of high speed trains also provides rapid connections to among other places the United Kingdom Belgium France and Germany Amsterdam is a city with character and class As the GVB covers three modes of public transport metro tram and bus you only need one ticket to access them all You can buy tickets at all metro stations and the machines language can be toggled to English making them very easy to use Tram and bus operators can sell one hour one day or 48 hour tickets but they don t accept cash payments By 1940 Schiphol had four asphalt runways at 45 degree angles The airport was captured by the German military that same year and renamed Fliegerhorst Schiphol The airport was destroyed through bombing but at the end of the war the airfield was soon rebuilt In 1949 it was decided that Schiphol was to become the primary airport of the Netherlands Schiphol was voted the Best Airport in Western Europe in 2020 Schiphol is the hub for KLM and its regional affiliate KLM Cityhopper as well as for Corendon Dutch Airlines Martinair Transavia and TUI fly Netherlands The airport also serves as a base for EasyJet Getting around Amsterdam is easy when you know how You can hop on a tram bus or metro train all operated by the city s primary travel operator Gemeentelijk Vervoerbedrijf GVB Or you can explore the city like the locals on a bicycle You can either buy a paper or plastic card the plastic card is recommended for any time period longer than a day as it s more resilient than paper With the plastic card you can load it with time based tickets such as a week ticket or with credit For cards loaded with credit you must tap in and out on buses and trams to avoid being overcharged A one hour GVB Chipkaart costs 3 20 euros 24 hours costs 8 euros 48 hours is 13 50 euros three days is 19 euros four days is 24 50 euros five days is 29 50 euros six days costs 34 euros and a week is 37 euros At the machines you can pay for your ticket using cash chip and pin cards or contactless payment methods The employees can occasionally be temperamental but there is a GVB office at Central Station where you can buy your ticket from a real person if you choose AIGA Amsterdam 2021 AIGA Amsterdam 2021 TR A N SPO R TAT I ON 12 Amsterdam Airport Schiphol known informally as Schiphol Airport is the main international airport of the Netherlands It is located 9 kilometres 5 6 miles southwest of Amsterdam in the municipality of Haarlemmermeer in the province of North Holland With almost 72 million passengers in 2019 it is the third busiest airport in Europe in terms of passenger volume and the busiest in Europe in terms of aircraft movements 13
ABOUT AIGA KEY PEOPLE OF AIGA Bennie F Johnson Bennie F Johnson is the Executive Director of AIGA the professional association for design Bennie thrives on the connections between marketing technology education and innovation With experience in strategic and consumer marketing brand management and innovation management he is drawn to opportunities that allow him to lead and create new modes for business engagement He has broad experience growing brands businesses and organizations with a special focus on venture launch and brand relaunch business environments AIGA brings design to the world and the world to designers As the profession s oldest and largest professional membership organization for design with more than 70 chapters and more than 15 000 members we advance design as a professional craft strategic advantage and vital cultural force AIGA was founded in 1914 as a small club of graphic artists printers publishers and illustrators in New York City Since then the design community has evolved into a nationwide network of professional designers educators students and design enthusiasts served by more than 70 chapters From our early history advocating for industry standards to launching journals and exhibitions we continue to look to the future to innovate and to change the way we interact with the world Oen Hammonds Design Principal IBM AIGA advocates for a greater understanding of the value of design and designers in government business and media We inspire designers and the public by sharing the most exciting design work and engaging in thoughtful provocative discussion on pressing issues We aim to enhance professional development through enriching learning opportunities at all levels 14 Sheharazad Fleming Director of Digital Content and Marketing The Office of Los Angeles Mayor Garcetti AIGA Amsterdam 2021 AIGA Amsterdam 2021 Lisa Babb Lecturer School of Industrial Design Georgia Institute of Technology Elise Roy Vice President Product Inclusive Design Accessibility Salesforce 15
VA N D E R L A N S DISCOVER DESIGNERS D T H U C From 1984 until 2005 VanderLans published edited and designed Emigre magazine a quarterly publication devoted to visual communication Shortly after Emigre magazine was launched in 1984 the Macintosh computer was introduced VanderLans together with his wife Zuzana Licko became early adopters to the new technology and they used the computer to experiment and created some of the very first digital layouts and typeface designs causing great consternation within the realm of graphic design Eventually exposure of the typefaces in Emigre magazine resulted in demand for the fonts which lead to the creation of the Emigre Type foundry This growing library of digital typefaces both experimental and traditional is currently the principle activity and mainstay of Emigre Graphic designer Karel Martens is recognized for his experimental Dutch modernist style which is marked by clean Swiss typography repetitive geometric shapes and static forms He started working in graphic design before it was considered an independent field and got his start as a designer of book covers for the socialist publishing house Socialistiese Uitgeverij Nijmegen SUN Martens is best known for his series of Dutch PTT phone cards which feature a rainbow of faded overlapping numbers that represent a coded version of the Dutch national anthem Fascinated by optical illusions Martens produced a series of monoprints by deliberately misusing a letterpress to create experimental one of a kind images The monoprints are inspired by the aesthetics of the artists group ZERO and display a more innovative side of Martens s signature minimal designs 16 AIGA Amsterdam 2021 MARTENS Rudy VanderLans was born in the Netherlands in 1955 He studied graphic design at the Royal Academy of Art in The Hague and graduated in 1979 Upon graduation he worked as an apprentice and junior designer at Total Design Tel Design and Vorm Vijf In 1981 he moved to California to study photography in the graduate program at the University of California in Berkeley AIGA Amsterdam 2021 17
ARTEZ UNIVERSITY OF THE ARTS Arnhem Netherlands The bachelor Graphic Design Arnhem is a fouryear internationally oriented design course at the interface between visual art and design The course provides a solid foundation in typography design research digital media and media theory after which you will have many opportunities to specialise A solid theoretical and practical grounding prepares you for work in a design agency and a position in the international professional field As a graphic designer you work with text and images and you give shape to information You do so in a society and a discipline that are constantly evolving Digitisation automation and globalisation are increasing and crossovers with other creative and non creative disciplines are becoming more and more the order of the day The Graphic Design course in Arnhem is rightly regarded as a forerunner in these developments Our course curriculum is aimed at giving you a critical perspective on the world as a designer and developing a personal vision of the profession The course curriculum consists of four basic subjects typography design based research digital media and media theory philosophy These four subjects represent a connecting thread through the first three years of the course In addition you will take courses that change every year and there are project weeks workshops and excursions In the fourth year you will do an internship and graduate with your own research project The bachelor Graphic Design Arnhem has a strong tradition in typography In addition in recent years our focus has mainly been on exploring and pushing back the boundaries of the subject by means of Design Research research through making We use this design methodology to explore social issues and tackle them in innovative ways This means that during your course you will be experimenting a lot with language and images and with media and design techniques In this way you will arrive at new forms of information transfer Graphic design used to be about graphics and design for print Nowadays the professional field is broader and less bound to a single medium Today we understand graphic design to mean everything that concerns surfaces and systems used to transfer information be it image or text from print media to spatial installations and interactive applications On this course we provide a solid connection between making and thinking Subjects such as media design theory give you an insight into the concepts that underlie particular design visions and ideologies In this way you will learn to better support your choices with arguments and give shape to your own vision 18 AIGA Amsterdam 2021 AIGA Amsterdam 2021 19
EXPLORE THE CITY Museums Restaurants In the monumental Amsterdam Museum building you will discover the story of Amsterdam through a large number of masterpieces such as an aerial map from the Middle Ages and Breitner s The Dam Dignita is your place in Amsterdam With a choice of three beautiful locations you can enjoy breakfast brunch or lunch in the heart of Amsterdam South nestled in the oasis of the Hoftuin right in the center of Amsterdam or at our newest restaurant near Westerpark The Anne Frank House is a museum with a story As a visitor you experience this story through quotes photos videos and original items The atmosphere in the museum is both authentic and subdued The Van Gogh Museum in Amsterdam houses the largest collection of artworks by Vincent van Gogh in the world The permanent collection includes over 200 paintings by Vincent van Gogh 500 drawings and more than 750 letters The museum also presents exhibitions on various subjects from 19thcentury art history Parks Amsterdam s Vondelpark is home to a selection of restaurants and caf s including the Blauwe Theehuis Caf Vertigo Vondelpark3 De Vondeltuin and the Groot Melkhuis You ll also find a skate rental shop an open air theatre and a rose garden with more than seventy types of roses Calle Ocho is a warm fun and buzzy late night cocktail bar and restaurant in Amsterdam The street food and cocktail menu are inspired by 8th Street in Little Havana Miami the meltingpot of different Latin American cultures Italian restaurant Casa di David is located on the picturesque canals of Amsterdam This restaurant was founded with the aim of introducing the Dutch to authentic Italian cuisine We have great pleasure in serving our guests for almost forty years Most of our ingredients are imported from Italy but we also use local products such as Texel lamb shanks or high quality fish from the North Sea Located in Amsterdam West the Westerpark is a wonderful place to walk skate relax or have a picnic with friends This green expanse dotted with trees and ponds is part of the Westergas complex a former gasworks that was completely renovated in recent years Besides the park this area is home to a nice selection of caf s restaurants and bars as well as an art house cinema and a variety of small businesses The well groomed grounds of De Zuilen Estate invite guests to not only take a walk in the park but eat drink and admire the tulips De Zuilen situated at the edge of the bulb region on the border of Hillegom and Bennebroek is a beautiful estate that boasts 3 500 square metres of groomed walkable grounds and courtyards filled with Roman and Greek statues fountains and columns from which the estate gets its name 20 AIGA Amsterdam 2021 AIGA Amsterdam 2021 21
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