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Integration Course Roffa 2070

Minor Branding

An installation showing a future scenario where, due to gentrification, an integration course is developed to keep the Rotterdam identity in the city.


The identity that flows through the city connects the citizens. As we spoke many different (Ras) Rotterdam residents, we found out that they feel Rotterdams identity is disappearing slowly from the city. Due to gentrification, the ‘rotten’ icons disappear from the city. Places, people, and other phenomena.

So how do we ensure that the Rotterdam identity remains in the city despite everything? By emphasizing rotten. In other words, the message that we send into the city: ‘Wat rot is mot rot blijve’ a.k.a. ‘What is rotten has to stay rotten’.