Activating monumental amsterdam real estate
“We can’t claim the outside, but we can fill the space from within.”
— Koen, founding father of Markt Centraal
Markt Centraal is about creating space for play, optimism, and spontaneity—the very essence of Amsterdam. The brand identity we developed visually amplifies this mission. By using bold, exaggerated shapes that break convention, we quite literally claimed space—pushing the boundaries of proportion and perception. The result? A flexible, expressive identity that celebrates the countercultural energy of Amsterdam’s golden era while making room for a new generation of creators, thinkers, and tastemakers.
The design process: Don't think, do!
The project kicked off in the most fitting way possible: an epic, candlelit briefing in an empty Centrale Markthal. The client knew exactly how they wanted the space to function—as a preservation of Amsterdam’s authentic spirit—and they made sure we felt it too.
Taking inspiration from lo-fi 1970s Amsterdam event graphics, we embraced a fast, instinctive design process, working in 60-second bursts to create from the heart, not the brain. The result was a modular, flexible identity inspired by childhood shoebox dioramas. A system that could be layered, reimagined, and adapted to any space Markt Centraal wanted to claim.
A flexible system for many activations
The identity had to be as practical as it was dynamic—built to be embraced by all. And it worked. Markt Centraal now reinvents itself daily, a living, breathing brand that’s as spontaneous as the space itself.
Today, Markt Centraal is:
-A venue that cooks with and feeds the neighborhood
-Home to Amsterdam’s underground punk and hip-hop scene
-A cultural hub that keeps stirring the pot of happy trouble
An identity that absolutely rings true
Looking for a partner who gets it? Who can take what’s in your mind and make it real, tangible, and functional?
Get in touch with mark@welcometocircus.com
