NEW URBAN AREAS

While I’m walking trough different shopping streets in Europe, it seems like they are all the same. I’m looking for something fresh, something new, something innovative. But sadly, the shopping streets of European cities are occupied by multinationals. But now it seems like the urban layout is changing. The centre is no longer the place to be, new hotspots in the field of fashion, food and design are popping up in different parts of cities. So new urban shopping areas are created.

Young entrepreneurs are joining forces. They create their own success outside the centre. In previously run-down areas next to the centre, places arise where creativity and innovation can be shared and sold. The area Norrebro in Copenhagen is a good example. Norrebro is known as an innovative area with emerging designers and lots of creativity. The most famous street of this area is the Jaegersborggade. In this street you will find a mix of fashion, design, vintage and food. Striking in Norrebro is the fact that at many stores the workspace, office or kitchen is visible. This creates openness and honesty. All boutiques do have a different story, which is close to the customer. The boutiques and restaurant are authentic; they are made out of love, passion and time. The shops fit with today’s urbanite, because they have the need for uniqueness and honesty and they want to avoid commercial stuff.

The urban areas often start with a couple boutiques, but lately they attract more and more creative minds. The amount of boutiques and (food)-hangouts in the “new urban areas” will arise in course of time. Urbanites do want to work and live there again. The feeling of togetherness in these areas is enormous. I can describe the atmosphere as positive, relaxed and surprising. Refurbishing old areas of the city is important in times of urbanization. In this way vacancies and housing shortage will be partly solved. The areas are like a magnet for tourists and consumers. So in the end we can say that the influence of “sharing creativity” and thinking in solutions offers opportunities in times of crisis and urbanization.

Must been “New urban areas” in Europe: Copenhagen – Norrebro, Paris – rue Charlot, Eindhoven – Strijp S, Berlin – Neukoln.