JOOP E

NDE

VD In Am

sterdam

you truly feel that creative

ideas are welcome

From one of the highest and thus cheapest places

in the gods I watched in fascination at the black

hole deep below me, the place where actors

brought a story to life. They played a classical

piece by the Dutch playwright Vondel. At that

time, I didn’t understand any of it but I felt that

it was important and that this had to becom

e my

world. In 1964, thousands of fans stood along the canals

for a glimpse of the Beatles – in their excitem

ent,

some even jum

ped into the canals just to get to

touch George, Paul, John, or Ringo. But I wasn’t

interested in the Beatles or the rolling Stones.

I was engrossed in the world of theatre. Yet it was

typical of the liberal and sometim

es exuberant

character of

the city

of Am

sterdam.

The

atmosphere of creativity and originality m

ade

Amsterdam

a city where young people from

around the world would flock to. International

artists, film

makers,

designers, dancers,

and

theatre makers travelled to Am

sterdam and

stayed there for years, sometim

es their whole

lives. Amsterdam

has never let go of that spirit.

Nowadays, the city is bustling at least as much as it

did then, with numerous creative enterprises, web

entrepreneurs, game developers, photographers,

filmm

akers, artists and performers.

It was

obvious that

the head

office of

my

international theatre

company

Stage

Entertainment would find a place in the cultural

heart of the city. In 1999, from the M

useumplein,

we started the company that ten years later would

release productions in eight different countries,

often in its own theatres. I’ve always strived

to think bigger and beyond the borders of the

Netherlands; when I speak to students, I always

encourage them to m

ainly develop themselves

internationally. Amsterdam

was the perfect

base for my international strategy because the

top creatives in musicals like to com

e here and

work with us from Am

sterdam on plans for new

productions. In Amsterdam

you truly feel that

creative ideas are welcome.

In this way, with the VandenEnde Foundation,

and in close consultation with the municipality,

we were able to build a beautiful new theatre

with two auditoriums on the site of two form

er

cinemas and the legendary but dilapidated

Nieuwe de la Mar theater - rem

arkably enough

right next to the Stadsschouwburg where it all

started for me. W

ith this initiative, my wife

Janine and I hope to make a lasting contribution

to the culture of Amsterdam

.

Joop van den Ende

Cultural entrepreneur

For me as a child, at the end of the 40s, Am

sterdam was not m

uch bigger than the East Amsterdam

neighbourhood I lived in as the youngest of a large Catholic family. M

y parents were far from rich, they

worked their tails off to give us a decent education, adequate food, and clean clothes. For the longest

time, m

y image of Am

sterdam was lim

ited to the streets of our neighbourhood. But Amsterdam

suddenly became a lot bigger when Catholic social workers took m

e to the drama classes at the

Van Nispenhuis on the Stadhouderskade, a few dozen meters from

the heineken Brewery. A new

world opened up to me when I first arrived at the Stadsschouwburg on the Leidseplein together with

Miek Stranger, a social worker from

an Amsterdam

theatre family. That night, behind the im

posing

classic façade, I discovered a true treasure trove.

a bustling city.

7

JOOP E

NDE

VD In Am

sterdam

you truly feel that creative

ideas are welcome

From one of the highest and thus cheapest places

in the gods I watched in fascination at the black

hole deep below me, the place where actors

brought a story to life. They played a classical

piece by the Dutch playwright Vondel. At that

time, I didn’t understand any of it but I felt that

it was important and that this had to becom

e my

world. In 1964, thousands of fans stood along the canals

for a glimpse of the Beatles – in their excitem

ent,

some even jum

ped into the canals just to get to

touch George, Paul, John, or Ringo. But I wasn’t

interested in the Beatles or the rolling Stones.

I was engrossed in the world of theatre. Yet it was

typical of the liberal and sometim

es exuberant

character of

the city

of Am

sterdam.

The

atmosphere of creativity and originality m

ade

Amsterdam

a city where young people from

around the world would flock to. International

artists, film

makers,

designers, dancers,

and

theatre makers travelled to Am

sterdam and

stayed there for years, sometim

es their whole

lives. Amsterdam

has never let go of that spirit.

Nowadays, the city is bustling at least as much as it

did then, with numerous creative enterprises, web

entrepreneurs, game developers, photographers,

filmm

akers, artists and performers.

It was

obvious that

the head

office of

my

international theatre

company

Stage

Entertainment would find a place in the cultural

heart of the city. In 1999, from the M

useumplein,

we started the company that ten years later would

release productions in eight different countries,

often in its own theatres. I’ve always strived

to think bigger and beyond the borders of the

Netherlands; when I speak to students, I always

encourage them to m

ainly develop themselves

internationally. Amsterdam

was the perfect

base for my international strategy because the

top creatives in musicals like to com

e here and

work with us from Am

sterdam on plans for new

productions. In Amsterdam

you truly feel that

creative ideas are welcome.

In this way, with the VandenEnde Foundation,

and in close consultation with the municipality,

we were able to build a beautiful new theatre

with two auditoriums on the site of two form

er

cinemas and the legendary but dilapidated

Nieuwe de la Mar theater - rem

arkably enough

right next to the Stadsschouwburg where it all

started for me. W

ith this initiative, my wife

Janine and I hope to make a lasting contribution

to the culture of Amsterdam

.

Joop van den Ende

Cultural entrepreneur

For me as a child, at the end of the 40s, Am

sterdam was not m

uch bigger than the East Amsterdam

neighbourhood I lived in as the youngest of a large Catholic family. M

y parents were far from rich, they

worked their tails off to give us a decent education, adequate food, and clean clothes. For the longest

time, m

y image of Am

sterdam was lim

ited to the streets of our neighbourhood. But Amsterdam

suddenly became a lot bigger when Catholic social workers took m

e to the drama classes at the

Van Nispenhuis on the Stadhouderskade, a few dozen meters from

the heineken Brewery. A new

world opened up to me when I first arrived at the Stadsschouwburg on the Leidseplein together with

Miek Stranger, a social worker from

an Amsterdam

theatre family. That night, behind the im

posing

classic façade, I discovered a true treasure trove.

a bustling city.

7

17

17

69

69

103

103

195

195

245

245

68 124 126 128 13070 72 74

76 132 134 136 13878 80 82

84 140 142 144 14686 88 90

92 148 150 152 15494 96 98

100 156 158 160 162102 104 106

108 164 166 168 170110 112 114

116 172 174 176 178118 120 122

69 125 127 129 13171 73 75

77 133 135 137 13979 81 83

85 141 143 145 14787 89 91

93 149 151 153 15595 97 99

101 157 159 161 163103 105 107

109 165 167 169 171111 113 115

117 173 175 177 179119 121 123

345

Prinsengracht / ReguliersgrachtCentre

Cafe ’t SmalleEerste Egelantiersdwarsstraat Centre

SaenredamstraatDe PijpCentre

Gerrit van der VeenstraatSouth

Groot Laboratorium (former building Shell) North

Amsterdamse School-style houseSouth

FietsflatCentral StationCentre

GeldersekadeCentre

NieuwebrugsteegCentre

Jan SchaeferbrugEastern DocklandsEast

MontelbaanstorenOudeschansCentre

Brewery ’t IJNieuwevaartCentre

Enneüs HeermabrugZeeburgEast

Headquarters ABN AMROZuidasSouth

Station Zuid WTCZuidasSouth

Headquarters INGZuidasSouth

Headquarters ING / The RockZuidasSouth

De OmvalAmstelEast

Wim NoordhoekkadeIJburgEast

WindroospleinCentre

Silodam ’t IJWestern DocklandsWest

Silodam ’t IJWestern DocklandsWest

IJ HavenEastern DocklandsEast

Eye Film Instituut NederlandOverhoeksNorth

ErasmusgrachtNew West

De BijenkorfDam Centre

SpaklerwegAmstel Business ParkEast

K-BuurtBijlmermeerSouth-east

Allotment Klein DantzigWatergraafsmeerEast

Allotment Klein DantzigWatergraafsmeerEast

Heineken Experience (former Heineken Brewery)Stadhouderskade, Centre

Koninklijk Theater CarréAmstelCentre

Nieuwe AmstelbrugAmstelCentre

Koninklijk Theater CarréAmstel Centre

Magere BrugAmstelCentre

OvertoomWest

Krijn TaconiskadeIJburgEast

Waterbuurt IJburgEast

Da CostakadeWest

VeemkadeEastern DocklandsEast

VeemkadeEastern DocklandsEast

VondelparkSouth

VondelparkSouth

VondelparkSouth

VondelparkSouth

WesterparkWest

WesterdokWestern IslandsCentre

PrinseneilandWestern IslandsCentre

SpaklerwegEast

BimhuisPiet HeinkadeEast

Amsterdam RAIEuropapleinSouth

Station Amsterdam MuiderpoortZeeburgEast

Railway bridgeOosterdokCentre

Werfmuseum ’t KromhoutHoogte KadijkEast

Lloyd HotelEastern DocklandsEast

Borneo / SporenburgEastern DocklandsEast

68 124 126 128 13070 72 74

76 132 134 136 13878 80 82

84 140 142 144 14686 88 90

92 148 150 152 15494 96 98

100 156 158 160 162102 104 106

108 164 166 168 170110 112 114

116 172 174 176 178118 120 122

69 125 127 129 13171 73 75

77 133 135 137 13979 81 83

85 141 143 145 14787 89 91

93 149 151 153 15595 97 99

101 157 159 161 163103 105 107

109 165 167 169 171111 113 115

117 173 175 177 179119 121 123

345

Prinsengracht / ReguliersgrachtCentre

Cafe ’t SmalleEerste Egelantiersdwarsstraat Centre

SaenredamstraatDe PijpCentre

Gerrit van der VeenstraatSouth

Groot Laboratorium (former building Shell) North

Amsterdamse School-style houseSouth

FietsflatCentral StationCentre

GeldersekadeCentre

NieuwebrugsteegCentre

Jan SchaeferbrugEastern DocklandsEast

MontelbaanstorenOudeschansCentre

Brewery ’t IJNieuwevaartCentre

Enneüs HeermabrugZeeburgEast

Headquarters ABN AMROZuidasSouth

Station Zuid WTCZuidasSouth

Headquarters INGZuidasSouth

Headquarters ING / The RockZuidasSouth

De OmvalAmstelEast

Wim NoordhoekkadeIJburgEast

WindroospleinCentre

Silodam ’t IJWestern DocklandsWest

Silodam ’t IJWestern DocklandsWest

IJ HavenEastern DocklandsEast

Eye Film Instituut NederlandOverhoeksNorth

ErasmusgrachtNew West

De BijenkorfDam Centre

SpaklerwegAmstel Business ParkEast

K-BuurtBijlmermeerSouth-east

Allotment Klein DantzigWatergraafsmeerEast

Allotment Klein DantzigWatergraafsmeerEast

Heineken Experience (former Heineken Brewery)Stadhouderskade, Centre

Koninklijk Theater CarréAmstelCentre

Nieuwe AmstelbrugAmstelCentre

Koninklijk Theater CarréAmstel Centre

Magere BrugAmstelCentre

OvertoomWest

Krijn TaconiskadeIJburgEast

Waterbuurt IJburgEast

Da CostakadeWest

VeemkadeEastern DocklandsEast

VeemkadeEastern DocklandsEast

VondelparkSouth

VondelparkSouth

VondelparkSouth

VondelparkSouth

WesterparkWest

WesterdokWestern IslandsCentre

PrinseneilandWestern IslandsCentre

SpaklerwegEast

BimhuisPiet HeinkadeEast

Amsterdam RAIEuropapleinSouth

Station Amsterdam MuiderpoortZeeburgEast

Railway bridgeOosterdokCentre

Werfmuseum ’t KromhoutHoogte KadijkEast

Lloyd HotelEastern DocklandsEast

Borneo / SporenburgEastern DocklandsEast

180 182 184 186 236 238 240 242

188 190 192 194 244 246 248 250

196 198 200 202 252 254 256 258

204 206 208 210 260 262 264 266

212 214 216 218 268 270 272 274

220

228 230 232 234 284 286 288 290

222 224 226 276 278 280 282

181 183 185 187 237 239 241 243

189 191 193 195 245 247 249 251

197 199 201 203 253 255 257 259

205 207 209 211 261 263 265 267

213 215 217 219 269 271 273 275

221

229 231 233 235 285 287 289 291

223 225 227 277 279 281 283

347

Amsterdam ArenaSouth-east

EntrepotkadeZeeburgEast

StadhouderskadeSouth-east

SpaarndammerdijkEast

SpiegelgrachtCentre

LauriergrachtCentre

Schiphol AirportHaarlemmermeerSouth-west of Amsterdam

Singel / Wijde HeisteegCentre

PrinsengrachtCentre

Café Dijk at the Red Light DistrictZeedijk / MolensteegCentre

RozengrachtCentre

Looiersgracht / PrinsengrachtCentre

Oude Looierstraat / PrinsengrachtCentre

Art ZuidApollolaanSouth

DeLaMar TheaterMarnixstraatCentre

Van Gogh MuseumMuseumpleinSouth

Van Gogh MuseumMuseumpleinSouth

Stedelijk MuseumMuseumpleinSouth

NEMOOosterdokCentre

ARCAMPrins HendrikkadeCentre

EuroparkingNassaukadeWest

Nieuwe KerkstraatWeesperbuurt / PlantageCentre

De PiramidesJan van GalenstraatWest

De PiramidesJan van GalenstraatWest

WesterdokWestern IslandsCentre

Drawbridge ScharrebiersluisKadijkspleinCentre

SloterdijkerbrugZeeheldenbuurt / Prinseneiland Centre

PrinseneilandWestern IslandsCentre

American HotelLeidsepleinCentre

ZuiderkerkGroenburgwalCentre

Conservatorium hotelVan BaerlestraatSouth

Double Tree HiltonOosterdokseilandCentre

Oude KerkOudekerkspleinCentre

AstoriaKeizersgrachtCentre

HogesluisbrugAmstelCentre

’t IJCentre

Power stationSloterdijkWest

Smits Koffiehuis / Central StationStationspleinCentre

Central StationCentre

ArtisPlantagebuurtEast

Amstelveld BrugCentre

ConcertgebouwMuseumpleinSouth

KeizersgrachtCentre

GroenburgwalCentre

Oudezijds AchterburgwalRed Light DistrictCentre

GrimnessesluisGrimburgwalCentre

Passenger Terminal’t IJCentre

Passenger Terminal’t IJCentre

KattenburgerbrugKattenburgCentre

KeizersgrachtCentre

JeruzalemkerkJan MaijenstraatWest

MercatorpleinWest

OosterdokseilandOosterdokEast

SlatuinenwegWest

LandsmeerderdijkNorth

Timber tradeLandsmeerderdijkNorth

180 182 184 186 236 238 240 242

188 190 192 194 244 246 248 250

196 198 200 202 252 254 256 258

204 206 208 210 260 262 264 266

212 214 216 218 268 270 272 274

220

228 230 232 234 284 286 288 290

222 224 226 276 278 280 282

181 183 185 187 237 239 241 243

189 191 193 195 245 247 249 251

197 199 201 203 253 255 257 259

205 207 209 211 261 263 265 267

213 215 217 219 269 271 273 275

221

229 231 233 235 285 287 289 291

223 225 227 277 279 281 283

347

Amsterdam ArenaSouth-east

EntrepotkadeZeeburgEast

StadhouderskadeSouth-east

SpaarndammerdijkEast

SpiegelgrachtCentre

LauriergrachtCentre

Schiphol AirportHaarlemmermeerSouth-west of Amsterdam

Singel / Wijde HeisteegCentre

PrinsengrachtCentre

Café Dijk at the Red Light DistrictZeedijk / MolensteegCentre

RozengrachtCentre

Looiersgracht / PrinsengrachtCentre

Oude Looierstraat / PrinsengrachtCentre

Art ZuidApollolaanSouth

DeLaMar TheaterMarnixstraatCentre

Van Gogh MuseumMuseumpleinSouth

Van Gogh MuseumMuseumpleinSouth

Stedelijk MuseumMuseumpleinSouth

NEMOOosterdokCentre

ARCAMPrins HendrikkadeCentre

EuroparkingNassaukadeWest

Nieuwe KerkstraatWeesperbuurt / PlantageCentre

De PiramidesJan van GalenstraatWest

De PiramidesJan van GalenstraatWest

WesterdokWestern IslandsCentre

Drawbridge ScharrebiersluisKadijkspleinCentre

SloterdijkerbrugZeeheldenbuurt / Prinseneiland Centre

PrinseneilandWestern IslandsCentre

American HotelLeidsepleinCentre

ZuiderkerkGroenburgwalCentre

Conservatorium hotelVan BaerlestraatSouth

Double Tree HiltonOosterdokseilandCentre

Oude KerkOudekerkspleinCentre

AstoriaKeizersgrachtCentre

HogesluisbrugAmstelCentre

’t IJCentre

Power stationSloterdijkWest

Smits Koffiehuis / Central StationStationspleinCentre

Central StationCentre

ArtisPlantagebuurtEast

Amstelveld BrugCentre

ConcertgebouwMuseumpleinSouth

KeizersgrachtCentre

GroenburgwalCentre

Oudezijds AchterburgwalRed Light DistrictCentre

GrimnessesluisGrimburgwalCentre

Passenger Terminal’t IJCentre

Passenger Terminal’t IJCentre

KattenburgerbrugKattenburgCentre

KeizersgrachtCentre

JeruzalemkerkJan MaijenstraatWest

MercatorpleinWest

OosterdokseilandOosterdokEast

SlatuinenwegWest

LandsmeerderdijkNorth

Timber tradeLandsmeerderdijkNorth