Cushman & Wakefield Healey & Baker is one of the world’s leading commercial real estate consultants. Their clients are provided with advice on matters affecting all types of commercial property, including retail, leisure, offices and industrial property. Founded in London in 1820, the firm is an international partnership. Cushman & Wakefield Healey & Baker, with a staff of more than 10,000 employees, offers global coverage through more than 145 offices in 46 countries.

A project developer approached the Dutch office with an assignment to find tenants for two 17th century canal houses that were to be renovated and converted into modern office space. The buildings are situated at a prime location, Herengracht in Amsterdam, adjacent to the official residence of the Mayor of Amsterdam.

To draw special attention to the buildings, Linden & Barbosa decided to use a new and creative approach instead of putting up an ordinary signboard. Scaffolding of 400 square metres was erected with a full colour artist’s impression of the two renovated buildings. The logos of the project developer and the constructor were integrated in the design as well as in the “to let” sign of the real estate consultancy (Cushman & Wakefield Healey & Baker).

The scaffolding was given the name ‘Swank’, which became a totally new word in the Dutch vocabulary.

As the Advertising Standards Authority of Amsterdam has strict regulations for advertising in the city centre, a licence was applied for from the local municipal authorities. They were extremely enthusiastic about the design and gave permission to allow the scaffolding to stay in place until the end of the renovation project. This meant that it would be visible for a period of 1 year.

To create maximum awareness on the day the ‘ Swank’ was revealed, a canal boat trip for press and clients was organised. Just before dark the boat passed the ‘Swank’ at the Herengracht. There on the site, a spectacular ‘son et lumiere’ performance revealed the artistic accomplishment: the first semi-commercial scaffolding in Amsterdam city centre had been introduced by Cushman & Wakefield Healey & Baker.

Thus, the envisioned goals were more than achieved: numerous articles were published, tourists enjoyed the sight when they passed by in canal boats; the Mayor of Amsterdam, as well as local inhabitants, paid numerous compliments and subsequently C&W H&B has received many requests for information relating to the offices to let.