Amsterdam, Theme Park For Creatives: INDIE's Nik & Joey

We would like tourists to look left and right, and left and right again, before walking into our cycling lanes. Thank you very much.

Tell us a bit about yourself and your current role.

We’re Nik & Joey. Creative team at INDIE, an independent creative agency in Amsterdam. We work with clients like Tele2, Holland Casino and Heineken.

How would you describe the culture of Amsterdam?

Amsterdam is big enough to be a city, but too small to be considered a metropole. And that has its benefits. The population is one happy mix of different cultures, ages and origins all living side by side. It’s open, easy, and safe. But never boring.

In what ways does the city of Amsterdam inspire you?

The liberal and open character of Amsterdam results in a very creative culture. This is of course reflected in the many creative companies, renowned musea, cinemas, restaurants, theatres and nightlife. But the best thing is that even a casual 10 minute stroll through Amsterdam will surprise you every time.

Amsterdam is a hotspot for so many young talents and industry leaders. What has contributed to that?

Probably the above.

What would you say is the most unique aspect Amsterdam offers agencies?

Amsterdam is relatively small. Which means you have agencies, design studios, production companies, creative work spaces, bars and restaurants all within walking/cycling distance. It’s like a theme park for creative professionals.

What is your favorite hidden-gem in Amsterdam?

The A. Nouri plein. A football court in Geuzenveld named after Appie Nouri, one of Ajax Amsterdam’s biggest prodigies that sadly suffered brain damage after collapsing during a match. Not just a talented young player but a sweet, humble guy that is loved and respected by everyone, in- and outside the pitch.

If you could change something about Amsterdam, what would it be?

We would like tourists to look left and right, and left and right again, before walking into our cycling lanes. Thank you very much.

Photos by: Nanda Hagenaars