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Challenge

How can we make the public markets future-proof and an important asset of the local next economy?

Photo of a market stall in Rotterdam with plants on sale. Image belongs to the project 'The public markets of Rotterdam' by Business Design Agency
Photo by Business Design Agency

Why

Markets are often situated in the hearts of neighborhoods, as they were the central place where people do business with eachother, meet their neighbors and can buy fresh food at low prices.

The last decades however, markets are under pressure by competition from webshops and price discounters. Fewer young people visit the market, as they don't find the offer and experience appealing.

Furthermore, market vendors travel around and have less connection to the neighborhood.

Municipalities struggle with the organization of the market. It seems economically of small importance, many markets do not break even, but the attention it needs is considerable. 

Photo of a market in Rotterdam with people walking. Image belongs to the project 'The public markets of Rotterdam' by Business Design Agency
Photo by Business Design Agency

How

We've created a view, design and strategy that aims to put the public markets of Rotterdam back at the center of the local next economy.

We've defined 8 layers to elevate the quality of the market and lead to a future-proof market. These layers include the quality of the offering, customer experience, communication, entrepreneurship, circularity, working with local initiatives and creating local jobs.

Photo of a market in Rotterdam with fruit and vegetables on sale. Image belongs to the project 'The public markets of Rotterdam' by Business Design Agency
Photo by Business Design Agency

Realize

Rotterdam has 8 public markets. We've defined 6 pilots to test our strategy.

Each market has its own role in the neighborhood. We strengthen this role ("couleur locale") and innovate on 2 or 3 layers that are most relevant for that specific market.

The pilots are delayed by Covid. At this moment we run 3 pilots and 3 pilots are on hold.

Photo of a market stall in Rotterdam with plants on sale. Image belongs to the project 'The public markets of Rotterdam' by Business Design Agency
Photo by Business Design Agency

A stronger local economy

We are working on a new local economy. We develop new concepts and businesses that challenge the old economy. By competing on other values than just financial.