Hilversum Sportpark

Location

The Netherlands

Scale

194.000m2 GFA

Timeline

2+ year

Sector

Sticky Cities

Services

Positioning & Partnerships
Development Framework
Placebranding
Placemaking

Team

Jorick Beijer
David Struik
Christian Pappalardo
Bart Schrijnen

Partners

VenhoevenCS

CHALLENGE

To redevelop the Arenapark, a large monofunctional office park with lots of potential but still rather little charm, into a vibrant mixed-use innovation district. Picture this. A place rooted in the 1928 Summer Olympics. The European headquarters of one of the world’s most iconic sports brands, Nike. A large and active athletics association, with a championship standard running track. Surrounded by beautiful forests and heather landscapes. That is almost too good to be true, isn’t it?

Our challenge is to manage a complex public-private area development on and around a campus predominantly owned by Nike. This stretches end-to-end from positioning to spatial programming & concepting and to financial structuring & contracting. The second part of the challenge is to start the Sportpark experience today, through storytelling, coalition building and placemaking projects. Welcome to the Sportpark!

artist impression, credits: VCS

RESPONSE

The new Urban Plan (developed by the Municipality of Hilversum with VenhoevenCS) proposes a public sports hall, swimming pool, an international primary school, 900 homes ample space for (social) entrepreneurs and extensive amenities. And soon, the Sportpark train station will relocate to the heart of this innovation district.

We have been involved with the redevelopment of the Arenapark since 2019. Initially primarily focussed on the internal mechanics that come with building a solid framework for a complex public-private urban area development. Here we ensured a seamless approach to urban design, deal-making, positioning, and partnership engagement.

Towards finalisation of the Urban Plan, we took on a more public-facing role. Our expert support here includes translating the strategic positioning of Hilversum as ‘Capital of Sport and Innovation’ into a new place brand for the Sportpark. A brand that marks transformation and motion. Referencing waving flags and building on the iconic visual language of the 1930s, in a playful colour scheme. Delivered in an accessible brand manual, neutral, and open to an expanding coalition of the willing that is writing the future of this new neighbourhood.

1. BRAND MANUAL

MORE BRAND MANUAL →

2. TRANSLATION INTO URBAN PLAN BOOKLET — with VCS

MORE URBAN PLAN →

THE IMPACT

Now we are bringing the Sportpark brand to life with a phased placemaking strategy that is centred around social interaction & sport. Nearly 1000 citizens shared their ideas via online consultation, co-creation sessions and walking tours through the area. Here, for example, we leveraged the brand identity to create compelling participation panels.

In partnership with het Goois Natuurreservaat we’ve enabled two walking- and running trails over the beautiful heather landscape that surrounds Hilversum. Here, nature-inclusive signage tells the story of an area in motion. Whether you go for a 1:1 walking meeting with a colleague, or for a mindful run, you start at the Sportpark!

1. PARTICIPATION PANELS