Masterplan for new jaarbeurs
The masterplan for new Jaarbeurs offers a new future: for Jaarbeurs, for the city of Utrecht, and for Utrecht's residents. This masterplan is a starting shot: Jaarbeurs plans to actively enter into dialogue with the city.
"Sustainability and technology are major drivers of change. We're creating a new space in which housing, work, and simply living all come together."
- Albert Arp
President & CEO Royal Jaarbeurs | VNU Group
"It's a big yet compact building, completely open to the outside. The beauty of that is that the Jaarbeurs will be more a part of the city."
- Winy Maas
Architect and co-founder MVRDV
"Once again, and even more than in the past, Jaarbeurs forms the connection between the city centre, the station and the area around the station, through to Kanaleneiland and Leidsche Rijn. It is truly a part of everything that Utrecht is."
- Jan van Zanen
Mayor of Utrecht
Main features of the masterplan
The Jaarbeurs district
Not only does the masterplan include a new design for the Jaarbeurs itself, but for the development of the surrounding area as well. This will be implemented in agreement with the municipality. The Jaarbeurs district will be a completely new and appealing area in which to live and work, as part of a larger, vibrant centre of Utrecht.
Two lively axes of interaction
The Jaarbeurs district will be an important link between the city centre and the station on one side, and the Merwedekanaalzone and Kanaleneiland on the other. The Jaarbeursboulevard, the bustling main route from the station to the Jaarbeurs and the districts on its other side, serves as the proverbial backbone of the district. The Merwedekanaal will integrate a bustling waterfront with catering establishments.
The new Jaarbeurs
From an insular, closed-off complex to an outgoing trade fair and events centre that is open to the city. The new trade fair and event centre will operate like an efficient, well-oiled machine in which – despite its more compact dimensions – more events and trade fairs can be organised than before.
An urban oasis
The sustainable green roof of the new Jaarbeurs will be the showpiece of Jaarbeurs and the Jaarbeurs district. The place to go for events and leisure, and partly accessible to the general public. A unique landmark to represent Utrecht on the international stage as a sustainable and innovative city.
Livable, sustainable and appealing
Both Jaarbeurs and the city of Utrecht have big ambitions – and want to be trailblazers – when it comes to sustainability and healthy urban living. The UN's 17 Sustainable Development Goals are a focal point. In keeping with these ambitions, the issue of parking is handled invisibly as much as possible, and in an appealing way. Logistical approach routes are kept out of sight and traffic is opened up from the surrounding main roads.
The masterplan for the Jaarbeurs and Jaarbeurs district is the result of an intensive process that Jaarbeurs has undertaken, supported by architectural firm MVRDV and area developer SITE Urban Development.
Over the past year the municipality of Utrecht has also taken part in the positioning and design discussions organised by Jaarbeurs. This masterplan is an initial formal presentation to Utrecht and its residents; the next step will be to develop a vision for this area.
The Jaarbeurs started in 1917. It was originally spread across a number of locations in the city: the former Fruithal and Korenbeurs, Vredenburg, the Janskerkhof and the Maliebaan.Photo: Het Utrechts Archief
The front and side façades of the first Jaarbeurs building, on the Vredenburg in the centre of Utrecht.Photo: Het Utrechts Archief
Aerial view of the Jaarbeurs buildings on the Vredenburg. The Smakkelaarsbrug can be seen in the foreground.Photo: Het Utrechts Archief
Jaarbeurs' first hall on the Croeselaanterrein.Photo: Het Utrechts Archief
The Vredenburg, fully parked, with Jaarbeurs in the background.Photo: Het Utrechts Archief
The Beatrix building was opened by Princess Beatrix in 1970.Photo: Het Utrechts Archief
FC Utrecht players carry the first pile of the new Jaarbeurs hall to its position.Photo: Het Utrechts Archief
The Jaarbeurs and the station area, with the municipal offices in the background.
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