Consolidating brands in Amsterdam
WPP, the international advertising and PR firm, has opened a new campus in the Dutch capital. Situated in the Amsteldok building, it will house 15 WPP agency brands – including the newly established Hogarth Netherlands – that were previously spread across 11 different locations.
At the official opening, CEO Mark Read said, “WPP campuses help us deliver a simpler, more integrated offer to clients by bringing great agency brands together under one roof and providing easier access to our collective talent.”
An impressive new space
Built in 1973, Amsteldok was once Europe’s largest office building. It provides WPP with over 200,000 square feet of space and will house 1,500 employees. The building, which resembles a collection of stacked boxes, has been refurbished by BDG, WPP’s architectural and design consultancy.
Previously, the building was known as the Rivierstaete. Its new name and branding were created in part by VBAT, a WPP design studio. The name pays tribute to the River Amstel and ‘dok’, a Dutch metaphor for connecting, creating and progressive thinking. Employees will enjoy access to renovated roof terraces, a business lounge, bar, restaurants and an events space. By updating an existing building instead of constructing a new one, WPP also prevented thousands of tonnes of carbon from being released into the atmosphere.
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