Everyone who has visited Rotterdam has probably passed by Witte de Withstraat. This is where the eccentric character and multicultural identity of the city come together.
Despite the coldness of the night, the street is busy with people who defy the temperature, hanging out at the restaurants and heated terraces. However, Witte de Withstraat has not always been a safe street where people would hang out casually. This is probably why the designers of these letters were commissioned by the local owners to improve the identity of the area.
Nowadays, Witte de Withstraat owes much of its glory to the hanging neon lights that illuminate it when the daylight fades.
Words such as white, zwart, kunst point to the diverse functions of the galleries, pubs and restaurants that keep this street busy day and night. These letters are a literal reference to pubs such as the zwarte schaap on the corner, the art galleries (kunst) such as Witte de With centre for contemporary art and so on. Moreover, they mark the ends of the street from east to west.
The luminous words transform the street into a book with different chapters.
Can you spot the word cool hanging over you?