‘We want to contribute to a healthy and human-centric city of Rotterdam’

Zaadhof is crystal clear about the area developer’s objective: “We want to grow into a national player.” Originally, VanWonen only operated in the east and north of the Netherlands, but to achieve nationwide relevance, expanding west is a must. “And in that endeavour, Rotterdam is indispensable.”

VanWonen aims to contribute to the city's ambitious plans. The developer’s growth speaks volumes: from a team of twelve employees in 2017 to over eighty today. Nevertheless, Zaadhof underlines that this growth won’t come at the expense of their hallmark quality and responsiveness. The company wants to remain closely involved with its projects. “We want to remain approachable and agile,” he notes, adding, “The management team remains actively engaged in every single project.”

Local involvement
What sets VanWonen apart from other area developers with a longer presence in the region? According to Zaadhof, Laan, and Mooij, it’s their unique approach: local involvement and actively engaging residents in the planning process. “Our motto is ‘drive it forward’,” says Zaadhof. “We speed up home construction by taking the initiative. We don’t just wait; we act.”

Laan adds: “Our working method fits in with the Rotterdam mentality: straightforward, roll up your sleeves, no words but deeds. That perfectly aligns with our own no-nonsense culture.”

In-house sales team
VanWonen has its own sales team and rarely works with external realtors. “This direct communication allows us to understand exactly what people are looking for”, says Laan. “We use these insights to ultimately create homes that better meet current housing needs.”

Every project starts with panel sessions with potential residents. “We identify the housing preferences for each location and translate these into the design”, explains Laan. “It’s not a case of ‘this is the plan, get used to it’. It’s the other way around.”

VanWonen keeps the conversation going, even after the handover. “We strive for customer experience excellence”, Zaadhof says. “What's hitting the mark? What can we do better? This enables us to keep learning and improving.”

Focus on healthy living
VanWonen is dedicated to creating healthy living environments. “This spans from green public spaces to pedestrian-friendly streets and places where people can meet others”, states Zaadhof. Mooij chimes in: “We have our own ESG manifesto. This goes beyond just reducing CO₂ or promoting circularity; it also encompasses social inclusion and well-being. We’re driven to do more than simply meet legal obligations.”

The Roseplot
In Rotterdam’s Tij district, VanWonen is one of the developers involved in the redevelopment of the former Feyenoord City area. Their first project in this area development is Roseplot, a challenging plot located near the railway, the Maas river and a new bridge. “This is a demanding location, impacted by various factors,” says Laan. “Both in terms of traffic noise and the limited space available. Yet, it’s an unparalleled chance to bring iconic new buildings to life. Imagine, from De Kuip, those towers will be visible. We consider it an honour to be entrusted with the development.”

Big ambitions are driving Rotterdam’s Tij and Roseplot. A railway deck, a new bridge, and a tidal park along the Maas river are all in the pipeline. “We're building a whole new part of the city here”, says Zaadhof. “This undertaking is a joint effort with StiGaM, the Foundation for Area Development along the Maas. This foundation’s non-profit structure acts as a crucial safeguard for the public interest in this area development. The foundation doesn’t think in terms of profit, but rather, ‘What’s best for the area?’ They are very ambitious in that respect.”

Collaboration is in VanWonen’s DNA, the three say. “In Rotterdam’s Tij, we are partnering with StiGaM, the municipality, and other developers. We’re transparent, share our knowledge, and aren’t afraid to take responsibility.” Laan points out this is not a given. “In other cities, there’s often a tendency to hold back. Yet here, there’s an eagerness to collaborate and create together, which is a powerful motivator.”

Architectural quality
VanWonen aims to do more than just stack bricks. “We are also striving for quality when it comes to architecture,” says Zaadhof. “It’s not an area where we cut corners. For the Roseplot, we are partnering with Koschuch Architects. This is a landmark site within Rotterdam, a fact we deeply appreciate. An opportunity like this comes along only once, and we’re determined to create something truly exceptional here.”

He adds that future projects, such as Park OverdeSchie in the Overschie district, must meet the same high standard, with resident engagement remaining a key focus. “Participation is a great word, but what really matters to us is forging a bond with the area and future residents. What are their concerns? Where can we make things better? It’s the way to optimally tailor development to the residents’ needs.”

Full steam ahead on housing construction
VanWonen recognizes the massive and complex housing construction task in Rotterdam. “Constructing affordable housing requires astute financial frameworks,” Zaadhof explains. “When two-thirds of the homes need to be affordable, and you’re also heavily investing in green spaces and infrastructure, everyone must be on board: the municipality, investors and developers.” This endeavour isn’t simplified by inner-city development. Mooij: “It’s primarily about finding suitable housing locations. This is quite challenging, as urban locations contend with a multitude of environmental factors.”

What does the area developer’s growth mean for how things get done in Rotterdam? “It gives us more leverage and expertise,” says Mooij. “But we don’t want to turn into some bureaucratic behemoth. To avoid that, we have established regional offices, work with local teams, and maintain a close presence.” In addition to developers, data specialists and concept strategists contribute to each plan. Laan: “They’re involved from the very beginning: which housing products fit, what price points, which target group? This ensures well-founded decisions.”

The dream
VanWonen’s dream for Rotterdam? Zaadhof doesn’t need to ponder: “To build a new, attractive and inclusive district that buzzes with life. With inviting public spaces as the area’s backbone. An area that fills the city with pride. So that people think: they really pulled that off together. And recognize: for complex projects, this is the party to call.” Laan adds: 'Plus, knowing that the residents are genuinely happy to live there.”
 

Artist impressions: EFFECT, OMA and LOLA.