Architecture as advocacy

The Amsterdam Public Library has a new facility, a new attitude and a new adventure

By Ralph Münzenmayer

Summer 2007: The new Amsterdam Public Library opens, officially becoming the largest library in Europe. Over the next 12 months, more than 1.6 million people travel through the doors of this architectural gem, which is twice the size of the library’s former main building and features skylights, terraces, a seven-story atrium, walls of windows, stunning views and an open floor plan that constantly presents new spaces and interesting places. The new facility is the foundation of the city’s redevelopment for the Oosterdokseiland area—and the heart of the library’s new attitude.

Before planning began, Library Director Hans van Velzen visited several libraries in other countries and mixed and matched ideas that have proven their value elsewhere. Compared to the old main branch, the new library more than doubled its floor space. And that created space for activities other than the library’s core business.

The library feels like the epicenter of cultural Amsterdam. And it is. Visitors who check the library’s Web site see a calendar full of activities. New publishings, literature award ceremonies, conferences and authors’ birthday celebrations all find a place in either the 250-seat theater or in one of the meeting rooms with a magnificent seventh floor view over the city.

The architect seamlessly connected the cultural heritage of the 16th and 17th century city center of Amsterdam with the 21st century architecture, technology and activities of the library. To experience that connection, many cozy corners were created with lavishly designed furniture, right in front of a window, to relax and read a book, with the old city in view.

‘Cozy’ also is the word that comes to mind when seeing the young users on the third floor. On lounge beds they curl up and lose track of time while getting absorbed in a video game, a movie or music. This multimedia floor offers everything that attracts people who would not come to the library in its old central branch location.

It means that the library is able to bring in a new audience: in the first year, more than 10,000 new members joined. The library has 175,000 members, who pay a €24 fee annually to become a member of the library. You must be a member if you want to check out books; anyone is free to use the collections and services free of charge onsite. The fee is waived for those under 20 years old and cut in half for those over 64.

The details of the interior stand out amid the architectural design and stunning views:

• Colorfully lit bookshelves and lamps in all shapes and sizes



• Hundreds of PC screens

• Study booths to shut out every disturbance

• And art wherever the eyes wander

There’s a new surprise around every corner.

However, this is not just a new building in a new location. What makes this new facility particularly impressive is the new attitude it embodies, an attitude devoted to engaging users and meeting their needs.

In its first year, the new library touched 1.6 million visitors, 100 percent more than in its old location—a result that is a reflection of a successful marketing plan. The library uses a range of strategies and tactics: joint promotions, customer service training, designer uniforms, internal communications, an extensive press release regime, longer opening hours (12 hours a day, seven days a week). And to make sure they stay focused on users needs? They hired a marketer, who keeps an eye on trends and makes sure the library stays ahead.

With the new building and the new attitude, Director van Velzen believes the library has moved “from a lending library to an adventure library.” One of the major drawbacks of the old building, he says, was that there was “no invitation to explore. You came in, you got books from one section of the library and you departed. You never knew what else was in the library. We’ve become a combination information, education and cultural meeting place.”

Indeed, the library quickly has become the meeting place in the Oosterdokseiland area. Not just one where people connect with the information they need, but also one where they meet each other. Partly this is due to the coffee bar in the magazine section and the popular restaurant at the top floor. And partly the setup with various meeting courts plays a role. Each of these courts has a different identity and allows for users to have quiet discussions or host small-scale activities open to anybody.

Today, some people call the Amsterdam Public Library a unique experience. Some say it is an adventure library. Others see it as a cultural supermarket. None of these is far from the truth.

Operations and logistics use high-end retail technology. Self service is everywhere. The library uses self-service check-out, renewals and returns almost exclusively. And it has a mechanical sorting system for return books. So don’t be amazed that the books at the library are hardly touched by staff.

Maybe that’s the best proof of how far away this library is from current conventions, as a crossover between information center, meeting point, hangout spot and place of leisure.

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