Amsterdam – A cultural facility is invigorating a new community. CASZUIDAS, an urban screen initiative in the newly developed commercial and residential district of Zuidas, presents an ongoing, high-quality selection of visual arts, showing video and film works on a 40-square-metre-wide video screen. Sound reaches every audience member via a toll-free telephone connection and through the built-in sound system. The district also collaborates with organisations such as the International Film Festival in Rotterdam, the Impakt Festival in Utrecht, tank.tv in London and Argos, the Brussels-based centre for art and media, to screen new productions through CASZUIDAS.
The project outlines the need for brands to behave as a platform on which consumers may present their own creations, as well as the civic duty businesses have to engage with communities. These elements of the new brand DNA are explored further in our report on Brandtocracies.