From Waste to Wonder is an immersive launch event giving a glimpse into the future of Amsterdam's next city landmark
— CHALLENGE
A New City Landmark For Amsterdam
Traditional construction starts rarely capture people's imagination. But for these three massive industrial silos on Zeeburgereiland, we had to show some real transformation. Once part of a sewage treatment plant, these concrete giants will become a hub for sustainability, work, and community. That's why we were asked to design a launch that would generate media attention, build community trust, and establish the project as Amsterdam's next city landmark.
— SOLUTION
Turning Waste Into Wonder
We created an evening that showed exactly what SILOS would bring to Amsterdam. Instead of speeches and hard hats, we transformed its construction site into a preview of its future. Working with partners who understood both the architectural and cultural significance, we developed an approach that would speak to media, residents, and city stakeholders alike. The launch combined three key elements: a immersive light installation showing architectural potential, expert-led discussions framing the urban context, and a symbolic art piece connecting industrial past to creative future. Each element helped people see beyond the current structures to what SILOS would become.
Immersive Light Installation
Using projection mapping and coordinated lighting, they created patterns that flowed across the concrete surfaces, showing how these industrial structures could become dynamic parts of the city landscape. A carefully planned walking route let visitors experience the transformation from every angle, while strategic viewing points created perfect photo opportunities for press and social media.
Interactive Expert Panel
Through guided discussions and presentations, Marsha Simon from Dutch Design Foundation connected this project to larger trends in urban renewal and sustainability. Her expertise helped people understand how SILOS would contribute to Amsterdam's future, not just change its skyline. These conversations created deeper engagement with the project's vision and goals.
Scrap Sculpture
Taking inspiration from local artist Theo Niermeijer, known for transforming industrial materials, we created a sculpture using materials from the silos themselves. When presented to Councilor Jan-Bert Vroege, it represented more than just art - it showed how SILOS would preserve and transform the site's industrial heritage. The piece now sits in the city offices, a permanent reminder of the area's transformation and its future potential.
Project: From Waste to Wonder
Client: SILOS
Creative Direction: Sebastiaan Smink
Light Installtion: Studio Raito
Moderation: Marsha Simon
Scrap Sculpture: Max Wittebol