Special creative initiatives and projects are given space in the Groot Handelsgebouw right next to Central Station.
The Groot Handelsgebouw (GHG) is increasingly being put on the map as a creative breeding ground. Thanks to a series of innovative initiatives and collaborations, a vibrant environment has been created in the iconic building in Rotterdam, where communities come together and the positive experience of visitors and users is central.
Creative breeding ground
The architecture of the Groot Handelsgebouw was revolutionary in the 1950s: wholesalers could establish their showrooms, offices and warehouses on three levels, with corridors in between so wide that a forklift truck could drive through them. It was “a city within a city”. In the same spirit, the Groot Handelsgebouw is now being transformed into a dynamic center for creativity and innovation, by attracting various art and culture projects. Where once demonstrations of the latest shopping merchandise were given, there is now room for art and culture.
The Vitrine Project
One of the latest initiatives is the Vitrine Project, set up in collaboration with the Rotterdam cultural agency DAR. About twenty empty showcases in the GHG are filled with the unique work of emerging local artists, designers and creative makers, who can share their stories with a wide audience. Artists can continue to register via the website until the showcases are filled. You can come across graphic work, but also mixed media, sculptures, paintings or even furniture made from garden hoses . By scanning a QR code on the glass, curious passers-by can get more information about the makers. This is in line with GHG’s vision: building a community through art and creativity.
Collision Project
The Collision Project, an art installation program that promotes interaction and dialogue between artists and the public, is highly appreciated inside and outside the building. This project, which started in New York, invites artists to use a space as their canvas. It is all about art as an experience, where visitors are immersed in a creative vision. There are currently murals on display by Rotterdam illustrators such as Maaike Canne and Levi Jacobs and by design studio Olu Olu.
Kaleidoscopic Construction
An initiative that combines art and construction was launched last spring. This project once again makes a special contribution to the artistic appearance of the Groot Handelsgebouw. The colorful arch, inspired by the architecture of the Groot Handelsgebouw, welcomes visitors and tenants and changes their view of the building and its future. The installation in the lobby transforms the space into a rainbow of shadows and colors when the sun shines through the colorful material.
Enjoy art in the Maaskant Park
Once built so that trucks could drive goods in and out of the building, it has now been transformed into a green oasis: the Maaskant Park. You can walk around, have lunch, talk or play a game of petanque. A new mural was recently unveiled here as part of the Collision Project, adding to the aesthetic and cultural value of the park. This special place has recently become accessible not only to tenants, but to all Rotterdam residents (and other curious passers-by).
The Groot Handelsgebouw is the large building on your right as you come out of Rotterdam Central Station
