Barcam Architects Café #25 – Buildings as Brands: 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
Buildings as Brands: Branding in Architecture
During this Arcam Barcam, we will explore the increasingly prominent role of branding in architecture: how project names, visual identity, and marketing strategies shape the perception of buildings even before they are constructed. While designers strive for spatial quality and urban significance, branding raises critical questions: does it blur the architectural intent? Does architecture become primarily a product to “sell”?
We will examine the tension between design vision and brand strategy, investigating how storytelling, typography, and digital presentation offer opportunities while also creating pitfalls. Barcam provides a platform for architects, developers, and urban planners to discuss this dynamic and reflect on the impact of branding on urban identity and public perception.
With:
Michelle Gulickx – communications specialist and art historian, working in the fields of architecture, real estate, heritage, and culture. Creator of the podcast Landmassa.
Jaap Huisman – journalist/publicist/architecture critic for, among others, Het Parool.
Keep an eye on the website for updates on the programme.
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
Hosted by the Barcam Committee
Barcam is organized by Fallon Walton (LEVS Architects), Leonoor Hogerheijde (Sweco), Robin Beers (INBO), Jaap van den Hoogen & Juliette Zegers (de Architekten Cie.), Ammar Alhoushi (Ammodo Architecture), Dario Sposini (KAAN Architects), Bogdan Vlădescu (Rijnboutt), Jakob Achenrainer (Allard Architecture), and Sjaan van der Tol (Arcam).