Creative Crosswalks Rotterdam

11 May 2017 / By Jorn

I love my work. It gives me the opportunity to make great cities even better. But what I enjoy the most is working with passionate, talented people. This year we started our urbanism collective Street Makers and last week we installed our first tactical street art intervention in Rotterdam.

The “Creative Crosswalk” changes an ordinary crossing into an experience and connects neighborhoods which used to be cut off by one of the city’s busiest roads, the Westblaak. But what the latest tactical urbanism intervention does most is dignifying and celebrating the pedestrian: “Stand Straight, Walk Proud”.

Tactical urbanism, tactical street art

Rotterdam is undergoing a rapid transition towards a sustainable future. The city used to be a car paradise, especially within the Dutch context. Today it uses tactical urbanism to reach its strategic goals. Working together with Street Makers, a local urbanism agency specialized in urban experiments, the city turned to street art to give new meaning to their streets. In collaboration with Opperclaes, a local art collective, a huge artwork was installed at the intersection. The result is a colourful piece connecting the different parts of the intersection, only using elements normally used by road workers.

“City making is not only a job for planners and architects. We need different creative disciplines to accelerate the transition towards a sustainable, healthy, inclusive and successful city.”

Jorn Wemmenhove, creative strategist at Street Makers

A city for people

Rotterdam’s historic city center was destroyed during WW2 and was rebuilt in the 1950’s to accommodate car traffic. The result was a Dutch city that resembles North American urbanism: wide streets, heavy vehicle traffic, and noise and air pollution. Today Rotterdam drastically limits motor traffic and encourages walking and cycling. The city strongly invested in their “city lounge”, creating places for people. Walking is good for the Rotterdammer, as it improves both physical and mental fitness. The creative crosswalk not only is a tool for wayfinding, but also focuses on creating happy streets.

“It is amazing to see how people interact with our art, making a difference at something so normal like crossing a street. People smiling, taking pictures. Children playing, jumping from letter to letter.”

Linda van der Vleuten, creative at Opperclaes

The impact of the intervention on walkability will be measured both quantitatively and qualitatively. If proven successful, more creative crosswalks will be installed over the coming months.

Credits

Client: Municipality of Rotterdam / Title: Stand Straight, Walk Proud / Urbanism agency: Street Makers / Urban planning: Lior Steinberg / Creative Strategy: Jorn Wemmenhove / Art agency: Opperclaes / Concept/art: Bruce Tsai & Linda van der Vleuten / Production company: Street Events / Producers: Salko Hofman & Berend van Zanten / Photography: Ossip van Duivenbode / Video: Uriel Matahelumual

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