Made in Amsterdam


Ideas that travel

A chronicle of Amsterdam's creative industry

This book portrays the creative industry of Amsterdam in all its glory and offers a fascinating look behind the scenes of people, brands and companies such as G-Star RAW, Ace & Tate, Marcel Wanders, Total Design, Guerrilla Games and Armada Music. Also explored is the background to Amsterdam's innovative climate. The book portrays more than fifty creative entrepreneurs, brands and designers

who are conquering the world from Amsterdam, with their unique combination of creativity, innovation and entrepreneurial guts. They speak about their vision, their way of working, and the role the city of Amsterdam plays in their creative process. Architects, fashion designers, bar and restaurant owners, graphic designers, game developers; every imaginable creative discipline is covered.

Stories behind the designs

An initiative of leading photographer and publisher Peter Sabelis, this is the third book he’s made about the Dutch capital, together with second photographer Sascha van Helvert and writers Paula Vos and Ralph Edelstein. Sabelis: 'Amsterdam has a strong and diverse creative scene, that also has great international appeal. Yet we often know little

about the stories behind these companies and brands. Who are the driving forces behind them? What is their vision and how do they use this to conquer the world? This book provides a new perspective on Amsterdam creativity both visually and content wise, of course with a refreshing dose of Amsterdam courage and conviction.’

Creative concept

VBAT signed up to design and art direct the book. After all, a book about the creative sector can only be taken seriously if it has a strong design concept itself. Graham Sturt, Creative Director of VBAT: ’Amsterdam is, of course, well known as a hub for creativity, entrepreneurship

and travel. Lesser known though is the rebellious streak that mischievously courses through its veins. In the book we married these ideas together in a detailed design that pays playful homage to classic Dutch Design and Paul Mijksenaar's iconic wayfinding for Schiphol Airport‘.

Understanding Amsterdam

Anyone wanting to understand the secret of Amsterdam's creativity will find answers in the many stories chronicled in the book. Whether it is the perceptive view of designer Marcel Wanders ('In Amsterdam, poetry flows through the cracks in the pavement'), the musings of Sander Groet that

led to swings 100 metres above the city ('Why can't I look at Amsterdam from above?) or the well-tuned ears of creative music producer Hans Brouwer ('You can get hundreds of sounds out of a lightbulb') - they make you look at the world in a whole new way.

‘Working with the designers of VBAT on ‘Made in Amsterdam’ was like a creative rollercoaster! The resulting design is exactly suitable and the wayfinding motif throughout the book is brilliant.’

Peter Sabelis, Photographer and publisher


Curious to learn more?
Robbert Dickmann
Client Service Director
+31(0)20 750 3000