STRAATTAAL is a project located on an unused square named Middellandplein in Rotterdam. The original assignment given to me by the Municipality of Rotterdam was clear: 'Design a stand/shop to attract people to the square and give it an identity.
After thorough investigation of the square, scanning of the surrounding neighbourhood and interviewing many of the local residents, youths and shopowners I decided the last thing the square needed was a stand/shop. Instead I let myself get inspired by a theme found everywhere on and around Middellandplein: 'car tuning', or as the locals call it 'pimping'.
By introducing the concept of tuning to Middellandplein through flipping some of the stones of the square upside down (creating a different surface texture) and working together with those who already use the square STRAATTAAL not only makes a really nice, positive and creative representation of the neighbourhood, but also gives Middellandplein the much needed identity and activity it's missing at the moment. Have a look! |