VORM / AMVEST
De Kaai is Amvest and VORM’s new urban district on the former Unilever site in Rotterdam-Zuid, on the Maas. The first building, Het Lab, has 126 homes from 54 to 114 m², all with their own balcony or terrace.
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De Kaai is Amvest and VORM’s new urban district on the former Unilever site in Rotterdam-Zuid, on the Maas. The first building, Het Lab, has 126 homes from 54 to 114 m², all with their own balcony or terrace. Katendrecht, Kop van Zuid, the Deliplein and Fenix Food Factory are all within walking distance. Sales start in the fourth quarter of 2026.
From 21 to 30 August, Feijenoord celebrated its 200th anniversary with a festival, complete with a Ferris wheel and a party tent. That festival was held right on the De Kaai site.
Challenge
There’s nothing to buy yet. VORM and Amvest wanted to spark interest now and lead people to the newsletter and waiting list. The target audience is broad: starters and couples for the smaller apartments, families for the townhouses and older people for the care homes.
The videos had to be about De Kaai, not about 200 years of Feijenoord. They had to strengthen Feijenoord’s image as a neighbourhood and show the amenities nearby. The desired tone: tough, raw and Rotterdam.
Solution
We developed a video series that used the festival as a backdrop, with De Kaai as the subject. People see videos separately in their feed. That’s why every video opens with the De Kaai logo and ends with its own call to action.
- From margarine factory to new neighbourhood. Street interviews holding a pack of margarine, a Kaapse Brouwers beer and a jar of peanut butter. First we ask people which area they’re thinking of, then comes the reveal: this is where Het Lab is coming.
- My edge of the city... Short portraits of people who match the buyers, at their favourite spots in the neighbourhood.
- This will be your view. A ride on the Ferris wheel, with the view over the Maas and the skyline you’ll soon have from your balcony in Het Lab.
- The future of De Kaai. Local residents talk about what the neighbourhood means to them and what they hope for the future, filmed during Wijkkrijten.
