I AMsterdam

Like all big cities, Amsterdam has its own brand. As in Copenhagen case, it uses part of the name to express it. I think everything started with I ♥ NY - the 70's campaign to promote the city. My impression is that the Amsterdam brand has its root in this concept, but it grow in a different direction. The verb "am" is the best part. It makes you feel you belong there, you are part of what's happening.It's the biggest promise a city can make to a visitor - you will be part of who and what I AM. And considering we are talking about Amsterdam, who wouldn't want that?

In the end of august, there is a huge Sail Parade in Amsterdam. The city brand what present in 3 meter tall letters in the street near one view point of the parade. I think is the best expression of what it really means.
People literally become the city. They "live" in it.
Other use of the brand commitment i saw on a bicycle taxi.

I think is the most personal and friendly city brand. In the same time is about diversity. Who are you? You can be whoever you want to be here...
BE AMSTERDAM!!

*photos taken in Amsterdam august 2010

Socializing McDonalds

I went (by mistake/chance) to a Mc here in Stockholm and i noticed this huge tables where a lot of people can stay and chat. I'm not used to see in a Mc so much social space. Usually everyone has it's own chair and the tables are for 2, 4, and i don't know if bigger. Check out how big they are and how this changes the way people interact. Actually i think is the other way around. Because of cultural differences, they designed the tables to respond to a predominant need here.



And the lights were different, and everything was made much more personal, not so much American fast food type.