Barcam Architects Café #25 – Constructed Narratives – Branding in Architecture
Every first Thursday of the month!
05.02.26
Barcam is Amsterdam’s monthly architects’ café, organised by and for architects and everyone in the construction sector in the Amsterdam Metropolitan Region, taking place on the first Thursday of every month.
Theme – 5 February 2026
Constructed Narratives - Branding in Architecture
During this Barcam, we will explore the increasingly prominent role of branding in architecture: how project names, visual identity and narratives shape the perception of buildings, often long before they are built.
In today’s development context, branding plays an important role in communicating projects to many different audiences: future residents, neighbors, municipalities, investors and the wider public. It helps translate complex architectural and urban ambitions into stories that can be understood, discussed and evaluated. At the same time, branding often triggers strong reactions within the architectural field, raising questions about authenticity, intention and authorship.
During this Barcam, we will discuss the relationship between architectural design and brand strategy, and explore how identity, narrative and communication can support, rather than replace the spatial quality. We will reflect on how different stakeholder visions can be brought together into a coherent story, what good branding looks like in practice, and why engaging with branding should also be relevant for architects.
With:
- Jaap Huisman – journalist, publicist and architecture critic for, among others, Het Parool.
- Jarno Aafjes -– Owner and creative director at Merktuig, a Amsterdam based brand strategy company.
- Bastiaan Minderhoud -– Municipal Councillor (PvdA), Amsterdam
(Housing & Construction / Spatial Planning / Arts & Culture)
Where & How
Date: Thursday, 5 February 2026
Time: Doors open at 18:00, panel discussion starts at 19:00
Location: Arcam, Prins Hendrikkade 600, 1011 VX Amsterdam
RSVP: Not required
Language: The event will be held in English
Holy Moly Pizza
For Barcam, Holy Moly Pizza brings their pizza truck to the venue monthly to prepare fresh pizzas on-site!
Affordable Comfort
Entry is free, and drinks and snacks are priced affordably. Barcam is all about accessibility and diversity.
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Beer €3
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Non-alcoholic beer €3
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Wine €4
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Soft drinks €2
