Niemeyer Opens. After 200 years, the historic Niemeyer tobacco factory will soon reopen as a new destination in Groningen. It will be a place where people meet, work, and innovate together.
Over the past year, we’ve worked with Niemeyer to develop their strategy, vision, and identity. Our goal was to respect the building’s industrial heritage while creating a space that works for today’s businesses and community.
The transformation will connect Groningen’s past with its future, turning a piece of the city’s history into a hub for collaboration and innovation.
We positioned Niemeyer as an open urban district. Over 40,000 m² that remained closed to the public for 200 years, now opened to everyone with an open mind. A place for innovation and connection. Where history continues to live, and diversity finds space to grow.
The Niemeyer area carry a rich history. In the visual identity, past and future come together. The logo and colors build on recognizable elements from the past. The flexible design system and headline typography makes every expression recognizable and conveys a sense of constant evolution. Because Niemeyer is always in development.
Niemeyer marks a new chapter for Groningen. One that honours its roots while looking ahead. What was once a closed industrial site now breathes openness, creativity, and innovation. With the arrival of the AI Factory, Niemeyer becomes a place where technology and community grow side by side. A living district where history shapes the future — and the future starts right here.
Client
Real estate developer
Architect
Landscape Architect
Visualizations
Niemeyer
MWPO & Campus Groningen
Studioninedots
Felixx Landscape
Absent Matter
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