Samenvatting

When it comes to shopping and spending time in the city, much of the traditional offering has made place for something new, usually more expensive: coffee bars like Starbucks with a wide range of cafés and lattes; bakery stores with a big choice of luxury croissants, sourdough, gluten free or spelt bread; concept stores with a mix of special brands, vintage stores and again good coffee or glass of prosecco at 17.00. But a crafts shop, a furniture upholstery or a good butcher? Hard to find.

One of the main reasons for this change is that newcomers generally bring more money to an area but also different lifestyles and tastes, going with the flow of the latest trends and ready to pay for special brands and exceptional or innovative concepts. In the meantime, prices are booming. The term we often use for this phenomenon is gentrification: in my view, it describes a process whereby the renovation of a particular city area attracts newcomers with a higher socio-economic status who in turn make the area more popular. The effect of this popularity is an increase in housing prices as well as leisure offerings, meaning (recreative) shops, bars and sport or cultural activities, which tend to push out the original residents of their own neighbourhood.
In this article you can read about gentrification and its visible effects on three shopping areas that feature market places and leisure activities – Van der Pek street, Zonneplein and Purmerplein situated in Amsterdam North, a previously traditional area. I will share with you the outcomes of our research into the liveability of these shopping areas, and our placemaking suggestions, based on the key indicators of the placemaking movement (Madden, 2018).