Transition identity Skateland Rotterdam: Urban Hangout & Event Hotspot
Project
Maybe we at WADM are a lot softer than we think after all. When it comes to a social welfare project, we fall flat on our tough talk. Take Skateland Rotterdam in the Feijenoord neighborhood – perhaps the greatest counterpart to upper-class district Kralingen or Hillegersberg. Skateland is an official Rotterdam Skateboarding Training Center. But also a quirky, urban hang out for the neighborhood’s youth. It is this dual function that makes Skateland such a wonderfully beautiful place on South. And, pre-eminently, it is also an incredibly cool event location. And that is precisely where the challenge lies.
Challenge
The Skateland Foundation has existed since 1997 and has grown into a phenomenon. At least within the group of young people of more than 25,000 skaters, BMX’ers and (stunt) steppers who visit here every year. But this unique place needs to think more commercially. The flow of subsidies from the municipality is certainly not a constant factor, and the impressive skate park increasingly has to fend for itself. Two things help with this. The whopping 4,200 square meters, more than 3,000 of which are covered. And WADM Agency who, as a social impact partner, is assisting this nonprofit gem in that important transition. Skateland Rotterdam should remain the quirky crash spot for all those young people who have found their outlet here. But as a diamond in the rough, it can also still flesh out the new hotspot for event marketing Netherlands.
Solution
One look for two extremes. For both the affordable urban sports spot for neighborhood kids. As for the mega event venue that event marketers are only too happy to put on their shortlist. Solution? Branding. Linking pure brand experience to the skateboard palace. The American skate culture, which crossed the Atlantic pond especially in the 1970s and gained a new hotbed in Rotterdam, madly appeals to both audiences. Unsuspectingly, young people have long felt at home in it. For the business audience, it is a feast of recognition. WADM carries the colorful and dynamic brand identity through to the smallest details. The new logo was inspired by a work of art by graffiti artist David Louf (instagram.com/davidjunelouf). An eye-catcher on one of the walls in Skateland. WADM used the logo as the basis for the completely new visual brand identity. Everything rolls in Skateland, and as a design element, you’ll find that in everything.
Impact
The effect is stunning. Young people feel more at home than ever. Interest as an event venue is on the rise. And the Skating Valhalla continues to attract returning international skate and BMX competitions. Olympic caliber meets Social impact meets Event Marketing.
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