We are The Men of Foam, strategic designers in real estate. We use our creativity, concepts and design to make our cities better, more resilient and beautiful.

Our distinctiveness? From our commercial background we build future-proof plans, places and realistic business models. From a financial, spatial and social perspective.

Design

THE INPUT FOR YOUR BUSINESS MODEL

Design

Hereto the focus will be on:
-spatial planning and design
-from location down to interior
-draughting and calculating
-financial feasibility
-total business model

Hereto the products will be:
-feasibilty studies
-signed program of requirements
-development from sketch to final design

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Accelerator

FROM VISION TO VISIBLE RESULTS

Accelerator

Hereto the focus will be on:
-common interest of the stakeholders
-trendwatching
-inspiration and imagination
-process acceleration

Hereto the tools will be:
-workshops and brainstorm sessions
-serious game workshops
-vision on the future
-real estate strategies

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Brand building

INSPIRATION AND PERCEPTION

Brand building

Hereto the focus will be on:
-brand and brand perception
-customer journey
-support
-visual translation

Hereto the products will be:
-brand identity
-corporate identity, logo and brand perception
-marketing strategy and means of communication
-design management.

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Projects

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Smart City – The Hague City Entrances

Smart City – The Hague City Entrances

Commissioned by the Municipality of The Hague, we explored how the city entrances in The Hague could be improved with the help of smart technological applications. After mapping the dynamic use of each city entrance (including CS, HS, LaanvanNOI and the Loper Oude Centrum), we have proposed various concrete solutions. Technological solutions that positively influence functionality and experience in the field of way finding, mobility (‘the last mile’), safety and information / communication. An improvement in the perception of the city entrances also contributes to strengthening the unique character of the Hague at the entrances.
In order to create broad support among both users of the city entrances and the various departments involved within the municipality, we organized various workshops and we literally observed the day to day usage in order to visualize the dynamics of the city entrances. The result of the exploration is a shortlist of possible technological interventions and solutions that can be implemented in the relatively short term. Solutions that improve city entrances and contribute to the Smart City ambitions of the city of The Hague.

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Highrise at Scheepmakershaven – Rotterdam

Highrise at Scheepmakershaven – Rotterdam

In the middle of the heart of Rotterdam is the ‘Wijnhaveneiland’ located, an area of ports and islands with a high concentration of high-rise buildings. The Wijnhavenkwartier is in full development with multiple building projects such as The Muse, Terraced Tower and Uptown.

As strategic designers, we have developed a concept for a tower at Scheepmakershaven 27/29 on behalf of Stebru. A distinctive concept that, in addition to the not (always) distinctive high-rise in the area, adds value to the location and puts Wijnhaveneiland on the map.

Based on a broad analysis of trends / developments in the city and a spatial analysis of the area, we came up with the concept based on three pillars: adding dynamism, a diverse program and high-quality public space. Connecting the roofs, place-making in the plinth of the existing building and a construction that leaves room for various functions.

The concept has been translated into spatial models. Together with the municipality, we determined the ambition for this place. Based on our concept Stebru organized an architect selection and selected the design from MoederscheinMoonen Architects. The result is a challenging design in which our concept is spatially translated (link to the design ).

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Kessler Park – Rijswijk

Kessler Park – Rijswijk

We are extremely proud that we are working on the identity and positioning of Kesslerpark Rijswijk, the former Shell research site, on behalf of Kadans Science Partner. Kesslerpark is being redeveloped into a unique mixed-use area where living, working, research and education can be accommodated.

The green campus-like setting with high-quality office, education and laboratory facilities, in combination with the perfect accessibility next to the NS station and highways, make this location a green oasis in Rijswijk.

More coming soon!

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Kazerneterrein Venlo

Kazerneterrein Venlo

A New Course for the Venlo Kazerneterrein, former military barracks site.

Venlo has its origins along the Maas and is beautifully situated. Fort Sint Michiel was built around 1600 on the west side of the Maas, which fell into disrepair at the end of the 17th century. The military barracks site was built here at the beginning of 1900, on and around the foundations of the Fort. Ideally a strategic place with a view of the city and the Maas and inextricably linked to the city.

The Kazerneterrein in Venlo was purchased by the municipality of Venlo in 2006 and subsequently included as an integral part in the Vision Urban Center 2022. The former plans for the Kazerne Quarter were based on a top down development by determining which commercial program was the most suitable for this location. At the same time, a residential program was excluded.

The municipality of Venlo asked The Men of Foam to develop a new course for the Kazerne Quarter. We believe in the power and character of the Kazerne Quarter itself, whereby our vision provides for a lively center-urban district of Venlo. Our vision provides for four important elements: 1. a dynamic area development from bottom up, 2. introduction of a spatial grid, 3. adding the residential function and 4. development of the area by multiple parties.

The ‘New Course’ was presented at the end of 2018 to the city council of Venlo. Subsequently, an elaboration took place in the spring of 2019, via find this link .

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Overstad – Alkmaar
Bazaar concept

Overstad – Alkmaar
Bazaar concept

A lot of work is being done on the transformation of the former industrial area Overstad. The municipality of Alkmaar is taking an active role in this and various great developments and initiatives have already been realized.
The Overstad Development Vision gives a clear direction to the steps that must be taken in the coming years. An important task that follows from the Development Vision is the creation of a bazaar-like wandering environment in which there is room for a lively trade in second-hand furniture in combination with small-scale catering establishments.

Commissioned by the municipality of Alkmaar, we explores the possibilities for a Bazaar concept at Overstad. Bazaar in the broadest sense of the word: from a recycled boulevard to a very diverse second-hand programme in the form of vintage stores and repair shops. We explored the range of possibilities with the municipality of Alkmaar and local owners and entrepreneurs. Through creative workshops in which we shared the common interests. In addition, we performed a market analysis of the second-hand market, in order to get a good feel for the latest trends and developments within this sector.

client: Municipality of Alkmaar, department of Economic Affairs

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Binckhorst – The Hague
Plot 2 ZIP2516

Binckhorst – The Hague
Plot 2 ZIP2516

ZIP2516 is the winning proposal for the “Plot 2 ‘The Urban Lab’ Challenge” competition.
The ZIP 2516 proposal has been invented and prepared in cooperation with architects Studio Komma and is to be an important driver to the transformation of the Binckhorst industrial and commercial area in The Hague.

The award consists of a municipal contribution of € 50,000.- for the further design and development of Plot 2 at Melkweg Road. The jury has assessed the proposal as “a plan with balls” and as a real eyecatcher focussing on the future users of the area.

ZIP2516 is a concept where social and commercial entrepeneurship will meet and is to be combined with open public spaces. ZIP2516 connects such through its unique design: combining a stacked programme with challenging functions such as:

  • At ground floor level: Happy Tosti, a socially engaged entrepeneur who, in cooperation with equally engaged entrepeneurs, will produce a flagship store, a training centre and catering facilities.
  • At first floor level: Urban Playground, which is to be a public square and terrace with space for events, meetings and sports.
  • At second and third floor levels: World Startup Factory, which is an incubator for startups which will, in cooperation with regional knowledge centres, provide an accelerator programme to firmly boost the urban and regional economy.
  • At fourth floor level: Hermit Gin Bar, which will be a rooftop bar with locally brewed gin, a terrace and a vegetable garden.

The iconic building will make use of donor material from an old parking garage and will have a smart facade with which energy can be produced. Moreover the building is designed as a Lego package: fully suitable for de-as well as reassembly. In fact, when and if required, ZIP2516 can be moved to another site to boost the urban and/or regional economy.

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Unmanned Valley – Valkenburg proposal for redevelopment

Unmanned Valley – Valkenburg proposal for redevelopment

Commissioned by the organizations of Innovation Quarter and Unmanned Valley
Valkenburg (RoboValley) we have worked on the proposition for UNMANNED VALLEY at the former Valkenburg airfield.
For the bidbook we organized substantive discussions with the various stakeholders involved in this project and process. We translated all strategic and substantive information into a concrete space plan. As well as for the physical indoor and outdoor testing facilities for the unmanned aerial vehicles (UAV’s), as well for feasible real estate developments at the site.

For the first phase of Unmanned Valley Valkenburg (UVV) we have calculated the real estate development and the exploitation of such. This resulted in a concrete proposition with which the neighbouring municipality of Katwijk, the Zuid Holland provincial government and the RVB (the National Real Estate Company) can progress further.

Eventually we assembled all substantieve input in a bidbook: an attractively designed paper which was handed over to the Katwijk Municipality and the Zuid Holland Provincial Government at the Innovation Year Event 2016, at which yearly event actual innovative developments and innovative companies are presented.

See here for the link to the bidbook.

client: Innovation Quarter & UVV

“We are now at the beginning of the Second Machine Age, in which intelligent robots of the
so-called unmanned systems will play an important role in our economy and which will have a great impact on our society. Dutch companies and research institutes are serious players in this revolution. Typical examples of this revolution are the smart robots by RoboValley, communication technology for autonomous vehicles by NXP, composites by Airborne, artificial intelligence by Leiden University, fully autonomous milking robots by Lely, ambulance drones by Delft Technical University and commercial drones by Aerialtronics.

This industry is much more extensive than just the producers of robots. The physical robot
is to be regarded only as a vehicle for processing tasks or for gathering information. When regarding the complete chain this runs from the developer and producer of chips and composites via software developers and companies which add artificial intelligence or provide service to the end-users.

Important to all parties in the UAV-chain is that the actual and future technology can be tested extensively. And such in particular in the Zuid Holland region, where the main manufacturers, suppliers, developers and research institutes reside.
To provide such required facilities the Valkenburg airfield is the only feasible location in this region, also known as the Randstad region. It provides the preconditions which this industry seeks and is in need of. Such as ample space for testing, the ability to test at longer distances above the North Sea and the necessary infrastructure for setting up businesses. It is located nearby attractive living places for staff and perhaps most important close to the companies and research institutes which define this industry.
Besides, Valkenburg is only 30 minutes away from Amsterdam International Airport and, in the light of the international character of this industry, ideal for companies which seek to establish their business here and for clients who like to see the technologies demonstrated.

The Valkenburg project will provide the opportunity for The Netherlands to profit from this emerging new mega-industry. Goldman Sachs forecasts that, within the coming five years, the drone market will grow to $ 37 billion on a yearly basis. This opportunity we must now seize before we loose the know how and the industry to foreign countries. More so, Valkenburg can so become the center in Europe where the industry will prefer to establish its businesses.

So to seize this opportunity collectively, the De Mannen van Schuim (The Men of Foam),
commissioned by Innovation Quarter and Unmanned Valley Valkenburg, have concretely translated this proposition in a bidbook. This bidbook is to trigger off a dialogue and a cooperation among all participating UVV and Valkenburg stake holders.”

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Agenda ‘Ruimte voor de Stad’ – The Hague
participation- and co-creation proces The Hague 2040

Agenda ‘Ruimte voor de Stad’ – The Hague
participation- and co-creation proces The Hague 2040

The Hague is preparing for the future. In the context of the Spatial Planning for the City Agenda, we, as a design team together with the Scheveningen area coalition, prepared the spatial future sketch for the Scheveningen district. An exciting co-creation process in which various stakeholders such as residents and entrepreneurs were involved in shaping The Hague of 2040.
From the trends around economy, demography, sustainability and technology, we determined the spatial challenges for the coming years.
Where are the opportunities for intensification, compaction and energy-efficient solutions? What role will technology play in The Hague as a “smart city”?

With the area coalition of the Scheveningen district, we translated current and future opportunities and limitations of Scheveningen into a spatial program and concrete tasks. Tasks that must be tackled in the coming years to keep Scheveningen and The Hague future-proof.

For this process we worked together with Blossity, boutique consultants from The Hague.

client: Municipality of The Hague, department DSO

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PWC HQ – Amsterdam

PWC HQ – Amsterdam

For Flow Real Estate, asset management and project development, we have prepared a proposal for the positioning of Westgate I in Amsterdam. Westgate I is rented out to PWC HQ. Part of the positioning was a future-proof office concept based on the PWC office strategy. This concept is called: ‘Activity based working and beyond’.
Within the current building configuration we have searched for a way to translate the various functions, programs and experiences of PWC office strategy into an integrated experience concept and attractive flooplan. The result is a new working and meeting environment on the ground and first floor. Through light, space and an open plan concept, functions such as the PWC-University, Yoga & Wellness center, Creation Valley and the multifunctional restaurant are connected via the PWC City PLaza, a new heart of the building based on a healthy working environment and meeting areas.

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Feasibility study SDU-location- The Haue
study for redevelopment

Feasibility study SDU-location- The Haue
study for redevelopment

The former SDU printing facilities and office buildings at Binckhorstlaan in The Hague were realized around 2004. After SDO leaving the premises, the complex has been vacant and the owner wants to sell the entire complex.
For the municipality of The Hague, this location is an important link in the transformation of the Trekvliet zone into a mixed living-work environment. To speed up sales and redevelopment, the municipality of The Hague asked us to prepare a feasibility study. Together with the various departments of the municipality and the owner involved, we have identified the potential for redevelopment. The result is a combination of wishes, preconditions and spatial models that challenged market parties for further planning. It also gave the owner insight into the possible value creation at this location.
Going through an intensive process, in which the aldermen were closely involved, the feasibility study was approved by the College of B&W at the beginning of February 2016.

For the feasibility study click here

client: Municipality of The Hague, department EZ

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Stadhuisplein – Rotterdam
design and feasibility study

Stadhuisplein – Rotterdam
design and feasibility study

Strategic phase
In the fall of 2013, commissioned by Colliers International (on behalf of property owner Credit Suisse AM), we worked on a feasibility study and structure design of the redevelopment of “Hermes City Plaza”, in the center of Rotterdam.

The property is located at the south side of the Town Hall Square and presently accomodates shops, restaurants and offices. Along with local developer New Industry and technical experts Royal Haskoning DHV we executed a feasibility study on the basis of three realistic building concepts. Along with a financial explanation of both costs and revenues we arrived at a solid basis on which the client can decide for further implementation of plans.

Besides preparing the design, in cooperation with New Industry (Vincent Taapken) we also developed a leasing strategy. On the three concepts (“Work”,Stay” and “Education”) we also met with potential tenants and stakeholders.

Bregje Nagtzaam, project manager for Colliers International, expressed as follows:
“ The Men Of Foam” have, in an original and inspiring way, mapped the opportunities for the development of “Hermes City Plaza in the center of Rotterdam. We are pleased with the fair result, which provides us with a good overview of the possibilities as well as the impossibilities of this building, at this specific location.

Design and development phase
In collaboration with architects Broekbakema and Royal Haskoning DHV we implemented a Prelimenary and Final design for the preferred scenario “Work”.
Characteristic for our approach was the “Building Blocks” method, in which we cut up the spatial and functional redevelopment in different blocks with their respective investment and revenue statements. Thus, our client could reach his own conclusions and determine the final redevelopment model, responsive to market demand and tailored to his own internal real estate strategy.

client: Colliers International

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In de Bogaard shopping centre – Rijswijk
development of a vision for the future

In de Bogaard shopping centre – Rijswijk
development of a vision for the future

Commissioned by the City of Rijswijk and all property owners, in 2014-2015 we worked on a vision for the future of the “In de Bogaard” shopping center in the town of Rijswijk.

In collaboration with the Municipality and the property owners we prepared a vision for the future. In this process we acted as an inspirer, mediator, catalyst and concept developer. In a very challenging and inspiring process, in which we not only sat at the tabel to feed the discussions, but also literally went out into the streets to interview the public and retailers, and to ask for their (unsalted) opinions.
After five intensive workshops the balance was drawn up and a strategy outlined for the next ten years. Beware: it wasn’t intended to be a blueprint for a new center, but an approach that would require “rolled up sleeves”. Now, by means of five “tracks,” project groups have commenced tackling various parts of the implementation strategy, i.e. “built environment”, “public space”, “programme and users”, “brand strategy” and “accessibility plus parking”.

A major conclusion, from the vision for the future, is that “In de Bogaard” shouldn’t any longer act as just a shopping center, but instead should become a distintive city center. Within this center you should be able to find a mix of retail with hospitality, leisure and social functions. Further there should be ample space for local entrepreneurship. The focus will be on the local market as an addition to the existing center.

This requires regarding the center differently, which will call for acting in a firm way.
Sure, indeed, the growing lack of occupancy calls for immediate and concrete actions.

The Municipality prepared a website where communication on this project can continue:
https://www.toekomstindebogaard.nl

Client: Municipality of Rijswijk and property owners

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NIBC building – Carnegie Square – The Hague
real estate strategy and design implementation

NIBC building – Carnegie Square – The Hague
real estate strategy and design implementation

For the NIBC Building we developed a long-term real estate strategy, which has been translated into a concrete interior design. As a result parts of the building are to be let to third party tenants, while NIBC’s own organisation will be provided with a concept for a new and fresh “flexible-works” interior.

De NIBC Bank building complex is located at the Carnegie Square in the Hague, in close vicinity to the Peace Palace. The complex consists of five buildings, interconnected by inner courtyards. Since several years, lack of occupancy has been increasing.

We developed a renewed real estate strategy whereas parts of the building can be let to third parties, which parties can make use of collective facilities within the complex.
NIBC will allocate ground floor to third parties, while the upper levels of some parts of the complex will only be accessible to NIBC.

The catering facilities, like restaurant, coffee corner and lounge area are to be shared.
Simultaneously with with redevelopment of the groundfloor, a flexible-works concept will be undertaken. The interior for the whole building is designed by architectural firm Bureau070.
Apart, we ourselves mainly focussed on concept development. A neat and light interior is designed, to fit in in with the existing building structure. The remodelling took place in the second halve of 2015.

client: NIBC Bank The Hague

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Offshore Independents – Rotterdam
interior concept and corporate identity

Offshore Independents – Rotterdam
interior concept and corporate identity

Offshore Independants is a young and international operating consultancy firm for the offshore industry. In the spring of 2015 they moved to the beautiful former Court of Justice building at the Noordsingel in Rotterdam.

Along with architectural firm GroupA we were asked to create an interior design in this national monument. Together with the client we have prepared a programme of requirements, mapping their housing requirements, after which we have developed several scenarios. Besides providing attractive work stations for approximately 50 persons, we also designed specific functional and decorative interior elements for the customer.

Parallel to the concept for the interior, a renewal of the corporate identity was a further logical step to firmly establish the Offshore Independants identity. Matching the innovative and contemporary character of the organisation we developed a new brand identity and brand experience. This is to act as a sustainable basis for future company marketing and public relations.

client: Offshore Independents

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EKP – Den Bosch
vision document for redevelopment

EKP – Den Bosch
vision document for redevelopment

On behalf of Post NL and NS Stations, in the fall of 2013, we drew up a vision document for the EKP location in the town of ‘s Hertogenbosch. This document reflects the estate owner’s vision for this site: a special area development, close to and touching the Den Bosch city center. An area with a lot of potential, located at an important link in the urban development of the city. This link is located along the line running from city center, via several culture clusters, up to the landmark “de Gruyter” factory complex.

The programme for the site contains business premises, offices, housing and car parking, to be developed in phases. The redevelopment of the site can be undertaken after completion of new infrastructural works around the site.

client: Post NL and NS (Dutch Rail) Stations

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Primark Westerhaven – Groningen
feasibilty study and rental brochure

Primark Westerhaven – Groningen
feasibilty study and rental brochure

For TOP Real Estate and BouwInvest we produced, in the fall of 2013, the first feasibility studies for the arrival of Primark to Westerhaven Shopping Center in the town of Groningen. As designers we made several lay-out studies, in line with Primark’s requirements, without compromising the long-term flexibility of the property.
We also translated the redevelopment proposals into attractive images and spatial impressions. All relevant information was brought together in a rental brochure which eventually enabled Primark to choose for Groningen.

client: TOP Real Estate and BouwInvest REIM

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Wijnhaven complex – The Hague
strategic repositioning

Wijnhaven complex – The Hague
strategic repositioning

Flow Real Estate, as asset manager for Blackstone’s Dutch office property, approached us to provide a study for the strategic repositioning of the “Forum”, “Sirius” and “Orion” buildings. These three office buildings are part of “De Resident” building complex, a multifunctional development in the center of The Hague. Along with de “Muzen Toren” and “Wijnhaven II” building the above three buildings make up the “wall” around the Wijnhaven Square.

Making use of our local network and local knowledge we have worked at the repositioning of the Wijnhaven Square to allow for the right real estate strategy at plinth level. Due to creating more value at that level, the value of the surrounding properties will rise.
From the start of the process we have involved the remainder of the stake holders around the Wijnhaven Square, so to create maximum support and to interconnect the various processes.

“According to us the Men of Foam are creative, commercially sensitive and fast. Because of these characteristics our cooperation runs very smoothly resulting in beautiful end products and great satisfaction to us and our client.”

Daan van Helsdingen, Partner FLOW Real Estate

client: FLOW Real Estate

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Town Hall – Schagen
housing advice and feasibility study

Town Hall – Schagen
housing advice and feasibility study

Schagen is a fusion municipality, formed in 2010 out of several villages. As a result of this fusion the municipal organisation is housed and spread out over several locations, such as at the city office in the village of Tuitjenhorn and at the town hall in Schagen.

The town council of Schagen asked us to carry out a feasibility study regarding the financial and spatial consequenses for clustering the organisation at one location.
Along with DPVC (process management) and BBA (construction costs) research was
carried out. For this, the architectural interventions, the philosophy on office work stations, and the financial frameworks for investment as well as for running costs, were taken into account. On the basis of this study the city council could take a substantiated decision in 2014.

client: Municipality of Schagen

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TNW building – Delft
widely supported renovation concepts

TNW building – Delft
widely supported renovation concepts

Commissioned by TU-Delft real estate company FMVG, De Mannen Van Schuim in 2011 produced a number of redevelopment concepts for the Applied Sciences Faculty building.
In direct cooperation with FMVG as well as with the actual users we have, through a number of inspirational workshop sessions, created a common basis for the renovation of the faculty building.
In 2012, we were involved again with the renovation of the Applied Sciences building, after which, in 2014, FMVG could go ahead with the European call for tenders for the selection of architects. As a result the architectural firm of CEPEZED was selected.

client: TU (Technical University) Delft, Facility Services and Real Estate Department

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The Cube building – Rotterdam
exploration of user concepts and repositioning

The Cube building – Rotterdam
exploration of user concepts and repositioning

Along the A20 motorway in Rotterdam stands The Cube building, which was originally built to accomodate a large car dealer. Since it now belongs to a new owner we have worked on the repositioning of The Cube building. After doing research on various user concepts and exploring the spatial posibilities we provided a complete rental brochure, as a seduction document to show the various prospects and qualities of the building. For this brochure we prepared the graphic lay-out as well as the drawings and models. The 3-D impressions were prepared in cooperation with Studio Komma. By making use of easy and customisable impressions and reference images we were able to offer a customer specific brochure.

client: FRAME Real Estate Holdings BV

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Syntrus Achmea RE&F projects
iPad leasing portfolio

Syntrus Achmea RE&F projects
iPad leasing portfolio

For Syntrus Achmea RE&F we provided a digital “Leasing Portfolio” voor the iPad.
Hereto we classified the supplied data (drawings, sketches, BS-measurements) and processed them into clear and readable drawings. We also prepared spatial impressions or photo assemblies which provide a quick and smart insight into the redevelopment possibilities of retail locations. The graphic design is executed in INDesign and pushed as a “folio” to several iPads. In this way we can provide adjustments to the rental brochure, while at the same time a high resolution PDF can be supplied.

client: Syntrus Achmea Real Estate and Finance

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Spuiboulevard – Dordrecht
design and feasibility study

Spuiboulevard – Dordrecht
design and feasibility study

In cooperation with developer Local we provided a study for the redevelopment of the properties located at Spuiboulevard 100 and 160-210 in the city of Dordrecht. The buildings are centrally located between the station and the city center. With the right interventions a considerable flow of passers by can be attracted. The study embraces various programmes for the public space as well as for the plinth and the further levels.
With the right mix of functions and tenants, this spot can be of additional value for the city center. Characteristic for our concepts are the model for growth and the offering of space for experimental functions.

client: Local

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Het Magazyn – Oldehoofsterkerkhof – Leeuwarden
design and feasibility study

Het Magazyn – Oldehoofsterkerkhof – Leeuwarden
design and feasibility study

In collaboration with BorrenStaalenhoef Architects and real estate developer FOOQ from Leeuwarden we have participated in the Kloppend Hart Leeuwarden (Beating Hart Leeuwarden) manifestation. Our contribution consisted of a spatial design, a programming proposal and a feasibility analysis.

The Oldehoofsterkerkhof has all the potential to further improve the urban quality and perception of the city of Leeuwarden. The Oldehove is located on one of the three mounds on which eventualy Leeuwarden was founded. Nowadays this historical and unique place is one the most important and most accesible entrances to the city center.

Het Magazyn (The Store) provides space for buying and borrowing old and new media.
It can be considered as a large, new style, bookshop or library, or better yet, a combination of both. Literally and figuratively the world of books characterises all the other functions spread out over the building. It provides space for formes and combinations of work for flex workers: students, entrepreneurs, civil servants and researchers. Here also you’ll find meeting rooms with the best view of Leeuwarden, spaces where one can meet or either provide a presentation, a lecture or a press conference.

client: competition

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New Babylon – The Hague
iPad leasing portfolio

New Babylon – The Hague
iPad leasing portfolio

For the shopping center New Babylon in The Hague we have provided an iPad leasing portfolio. Based on the raw material as provided by New Babylon we made an application in the form of a digital brochure which combines atmospheric images and interactive plans with rental data, such as location of units, available unit floor areas as well as the location of the units allready rented out.
With this digital brochure it is possible to synchronize and perform changes to lay-outs.
Also it is possible to print the brochure as PDF in high resolution.

client: New Babylon

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Maanplein – The Hague
feasibility study for transformation

Maanplein – The Hague
feasibility study for transformation

For the unicipal Department of Economic Affairs we provided a feasibility study for the transformation of Maanplein 128 in The Hague. This office building is part of the former KPN-campus in the Binckhorst commercial district. By means of this transformation survey, the municipality intends to assemble, in a pro-active way, a dialogue with the owner and market parties, which could, potentially, be interested in buying the property.
By means of a spatial, programmatic and financial survey we provided insight into several aspects. These we translated into clear plans, reference images and impressions.
The financial feasibility we have explored from both cost and revenue perspectives.

client: Municipality of The Hague, Department of Economic Affairs

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Hoog Zestienhoven – Rotterdam Airport
development of a vision for the future

Hoog Zestienhoven – Rotterdam Airport
development of a vision for the future

On behalf of one of the property owners we work, in collaboration with New Industry’s Vincent Taapken, on a long term future vision for the Hoog Zestienhoven area.
This area is located directly at Metro stop Meijersplein is is located at the east side of Rotterdam The Hague Airport.

client: KROPA V.O.F.

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De Veenkoloniën (Peat Colonies) – Provinces of Drenthe and Groningen
EO-Wijers competition

De Veenkoloniën (Peat Colonies) – Provinces of Drenthe and Groningen
EO-Wijers competition

Together with HKB urban planners, Territoria and Fundament All Media we received a honorable mention at the EO Wijers competition in 2012.

Under the motto “Ondermekoar” (“Among each other”) we entered the competition at the beginning of 2012. We developed a method to involve the inhabitants with the regional and economic development of the Peat Colonies region. In our proposal, initiatives and control are to be taken from within the region and by the inhabitants themselves rather than by the central federal government in The Hague.

The tools we introduced, a Facebook campaign and a regional-television soap were labeled, by the jury, as “the pearls of the contest”.

client: competition

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HAAKS, Einsteinbaan 2 – Nieuwegein
transformation from office building into apartments

HAAKS, Einsteinbaan 2 – Nieuwegein
transformation from office building into apartments

In collaboration with developing contractor Plegt-Vos Geelen from Vleuten, we joined the competion for the transformation of the office building at Einstein Avenue 2 in the town of Nieuwegein. This office building, built in the nineties, has been acquired by the housing cooperative Jutphaas Wonen and is to be transformed into 50 starter homes.

The instructions as expressed in the tender were ambitious: a minimum of 50 starter homes, to be built within a extremely short realization time, by use of a prefab and modular building method, within a construction cost level of € 700,- to € 800,- per m2 and with an early involvement of the target group.
This resulted in HAAKS: a transformation model that meets the requirements of Jutphaas Wonen.

Also with this project we have, in an early stage, translated the plan into a brand experience. The HAAKS project is presented seductively in a rental brochure in which the potential customers are put central.

client: Jutphaas Wonen (Housing Cooperative)

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Village Center – Uithoorn
survey and redevelopment

Village Center – Uithoorn
survey and redevelopment

For the municipality of Uithoorn and the Syntrus Achmea Real Estate&Finance company we have surveyed the redevelopment of the Uithoorn village center.
The existing center, also acting as the village shopping center was split in two by the provincial highway N201. Since recent the N201 has been rerouted to bypass the village. Consequently this allows for a new condensed and more slow-traffic village center.

For the promotors we have provided plans and calculations for a number of concrete development scenarios incorporating retail, housing, amusement and parking. This is done to arrive at a feasible plan and objectives which fit the ambition and goals as laid down in the “Uithoorn aan de Amstel Village Center Masterplan 2010-2030”.
There is great pressure on the feasibility of large-scale city center developments such as this. By including, from the first sketch, the commercial feasibility in the planning an effective design process took shape. By involving, from the start, the main stakeholders in the design process the necessary and important support was gained for further development.

In the follow-up we have, commissioned by Syntrus Achmea RE&F, taken on the role of functional designers. Acting so, we have brought together the diverse interests of Syntrus Achmea RE&F and the Municipality in a functional design for the redevelopment of the center. A functional design that will be the basis for the spatial, legal and financial agreements between parties, as well as for further urban planning.

client: Uithoorn Municipality and Syntrus Achmea RE&F

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In de Bogaard shopping center – Rijswijk
brand strategy and brand perception

In de Bogaard shopping center – Rijswijk
brand strategy and brand perception

As part of the future vision for the shopping center “In de Bogaard” we made a starter brand and implemented a brand strategy.
We have broadend and adapted the exisiting brand identity and logo towards a brand impression and expression which better fit the new positioning of “In de Bogaard” as a distinctive city center.
As a communicator we invented “Jimmy”. Jimmy experiences and tells the story of “In de Bogaard”. The early attention given to the brand supports the process of establishing a vision and at the same time that vision will provide an identity to retailers and customers.
Visuals were made by VisuallyYours, Dennis Luijer.

clients: Municipality of Rijswijk and real estate owners Annexum, ASR, Corio, DELA,Delta LLoyd, Van Haren, Investore, NSI, Q-Park, Redevco, Syntrus Achmea and Tenstone

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De Herven Tradepark – Den Bosch
action programme for business park

De Herven Tradepark – Den Bosch
action programme for business park

The area issue in “De Herven Trade Park” demands a cooperative approach. An approach in which all parties involved deliver an effort for the collective task, while at the same time pursuing, on one’s own account and responsibility, the opportunities which will arise.
After all, it’s there that there is an important basis for improvement. The cooperation is to focus on more dynamics in order to solve the lack of occupation in the area.

In collaboration with consultant De Urbanisator we have developed the “De Herven action programme’. This programme switches between physical tasks related to actual use and a neat appearance. At the same time there has to be attention to social issues. “De Herven” is an enterprise that intends to make big strides to improve its image. But above all “De Herven” is an area to be used and experienced by people!

client: Municipality of Den Bosch

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Werf07 appartments – Scheveningen
marketing strategy and campaign

Werf07 appartments – Scheveningen
marketing strategy and campaign

For Scheveningen 070 BV we invented and organized the marketing and sales process.
Rather than having the traditional real estate agent responsible for sales, we started off with a team and a new and innovative approach.
Our partners for this project were SQM Real Estate and Fundament All Media. The architect is DAVL from The Hague.

As a marketing and sales team, within a very short time and with succes, we built the “WERF07” brand, introducing it on the market and building a community around the project. This we established by means of conducting the marketing campaign for 80 % online, so as to directly approach the diverse target groups.

The combination of local knowledge, our personal relation to the spot and the professional knowledge and experience of Fundament All Media enabled us to bring this very attractive project to the attention in a unique way. By use of online marketing tools we have been able to monitor the campaign and adjust where and when required.

In the meantime all apartments have been sold and in August 2015 construction started.

client: Scheveningen 070 BV

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Woonboulevard shopping mall – Beverwijk
vision for area development

Woonboulevard shopping mall – Beverwijk
vision for area development

In cooperation with the Municipality of Beverwijk, the owners and the businesses, we came, in three workshops, to a vision for the Woonboulevard/De Pijp area in the town of Beverwijk.
This was a challenging process in which we researched the common interests.
Besides having a important role in the process, we also had the task to challenge, to inspite and to translate the interests into a widely supported vision for the area.

To help communicate the process and vision in a attractive way, so to create the necessary support, we provide in collaboration with Dennis Luyer of VisuallyYours,attractive sketches, and finally absorbed the results in the vision document “Mix to Max”.

The area vision was received by the City Council with enthusiasm, enabling the council to proceed.

client: Municipality of Beverwijk

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Team

Rico Zweers

Rico Zweers

eigenaar/conceptontwikkelaar

After graduating as an architect, Rico specialized in the overall real estate process. As a concept developer and entrepreneur, he oversees the real estate market and makes opportunities for projects and the market quickly visible. As an entrepreneur, Rico believes in the power of collaborations outside the real estate market. The rapidly changing tech world is a good example of these collaborations. By approaching The Men of Foam as a start-up, we try to quickly adapt to changes in the market and resulting challenges of our clients.

Rico worked as an architect at Van Mourik Vermeulen, after which a role as project and process manager at Stevens van Dijck was fulfilled. After this, Rico became head of the Concept Development department of IPMMC Vastgoed (now AM Real Estate). In 2011, Rico, together with Niels de Vries, started Humel De Mannen van Schuim. Here, in addition to our projects in real estate and area development, his focus is on the commercial development of the company.

rico@demannenvanschuim.nl

Niels de Vries Humèl

Niels de Vries Humèl

eigenaar/conceptontwikkelaar

As a strategic designer and co-founder, I am able to combine my real estate knowledge and experience with entrepreneurship.
My added value lies in the combination of creativity and commercial insight. Working on complex projects together with enthusiastic and inspiring people, that’s what I like most.

The best ideas and concepts arise when I have “nothing” on my mind. That is in the morning taking a shower and when I’m out at sea cathing waves. In addition to spending time with Dokie and the kids, these are valuable moments.

Niels de Vries Humèl graduated as an architect from TUDelft, after which he started as architectural designer at Broek Bakema. As an airport planner and consultant for NACO, he worked at various foreign airports. In 2006 he made the switch to commercial project development at IPMMC Vastgoed. Niels and Rico started their own company in 2011: The Men of Foam

niels@demannenvanschuim.nl

Thomas Verbrugh

Thomas Verbrugh

conceptontwikkelaar

Experimenting with a clear goal or a realistic vision is what makes concept development a challenging and important task. Adding value and making a place or city more resilient through ‘out of the box’ concepts, in order to give the user a new experience, is what motivates me.
My strength lies in analyzing the problem and developing unique concepts using different presentation techniques. Working in a team or with other stakeholders is an important condition for strengthening this power. A good example is my first project at The Men of Foam: a new real estate strategy for NIBC offices in The Hague.

To keep working efficiently, it is important to undertake other things as well. Sport, playing the piano or discovering new places in the city give me inspiration to generate new ideas.

Thomas graduated cum laude in 2014 as an architect at TU Delft at the Design as Politics studio. After a minor in Planning at Utrecht University, internship at Atelier Rijksbouwmeester and finishing his master’s degree at TU Delft, he immediately started at The Men of Foam.

thomas@demannenvanschuim.nl

Jorg de Vries Humèl

Jorg de Vries Humèl

art director

Jorg is a man of few words. A thinker. He lets his images speak. Sharp, opinionated, contrary. Jorg sees what we don’t see.

At The Men of Foam, Jorg is our graphic designer, brand builder and photographer. Visual thinking is what he does best. From logos to full marketing campaigns.

Jorg has made his marks at Category 1 in Utrecht and at SIN in The Hague. Now Jorg works at The Men of Foam and is also building his own Traktür label.

jorg@demannenvanschuim.nl

Timo Knibbe

Timo Knibbe

assistent conceptdeveloper

In 2016 I graduated from the Technical University in Delft as architect. With an internship at Studioninedots and experience at consultancy firm KR&A, I started working at The Men of Foam as a concept developer. This position matches perfectly with my interest in smart and adequate urban development projects. I always want to understand how projects become feasible and why they are succesful.

At The Men of Foam, we like to challenge each other in freely brainstorming about real estate projects we encounter. The results are unique and versatile real estate concepts. It is my motivation to contribute to this creative process, not only as a designer but also by working on the financial feasibility of our projects.

Roel Willems

Roel Willems

In 2018 Roel joined The Men of Foam as partner. Roel main drive is making city life more beautiful and joyfull by creating meaningful real estate projects. He strongly believes in the combination of creativity, functional design and strong commercial strategy in order to realize succesful and feasible projects. ‘That is how we add true value for our clients!’

Roel has a broad experience in commercial project development and complex deal making processes. Former companies Roel was appointed are Multi Vastgoed, Provast Development, Syntrus Achmea Real Estate & Finance and Cushman&Wakefield Capital Markets.

Within the company Roel is responsible for our new development label Miss Clark

roel@missclark.nl

Jeanine Driver

Jeanine Driver

Yes! From march 1st Jeanine will join our team as a concept developer. – profile update and photo coming soon

Contact

+31 (0)70 219 0110
Burgemeester van Karnebeeklaan 6
2585 BB DEN HAAG
KVK nr: 53695771
BTW nummer: 85 09 79 638 B01
ABN AMRO: NL48 ABNA 0567 940 225

 

‘Ieder plan verdient een sterk concept.’