New design in the GrootHandelsGebouw

GrootHandelsGebouw

There is not much to see yet, but a stunning new design in the largest monument in the Netherlands is in the works: in the wholesale building in Rotterdam. At 220 meters long, 85 meters wide and 43 meters high, it is still an imposing building today, can you imagine the impression it must have made in 1953 when it opened in post-war Rotterdam. Originally the name groothandelsgebouw referred to its function for wholesale trade, but after it became a business building the name was changed to GrootHandelsGebouw. the initiative for this huge building was taken because after the war many companies did not have the means to build their own business premises. Combining it made it possible, and one building would get a permit much faster than dozens of small buildings. And that right next to Central Station: a unique place with great potential for commerce.

Design

The plinth basement will house a commercial function. To fit a commercial function over two floors, with 3 entrances and elevator is a challenge, especially in routing, walking lines and “directing” the flow of visitors. To manage that, understanding customer behavior is essential. Neuroscience offers valuable insights into how customers respond to different elements in a retail environment. By using technologies such as eye-tracking and measuring emotional responses, scientists can determine which stimuli have the most impact on customer behavior. That science once started with Paco Underhill’s research with the company Envirosell. (If you find this interesting, the book “Why We Buy What We Buy” is highly recommended.) With that knowledge we go into the design process and apply it. With this we developed a design with special interventions that fit the monument, but also lead customers to different areas of the same formula.