“Zuidas needs to not only be economically successful, but have a strong social fabric”

Rose Wiewel is someone with a rich perspective on Zuidas. Not only has she worked in the district for nearly ten years as COO of Simmons & Simmons, she also lives in nearby Prinses Irenebuurt and has been active in the Hello Zuidas organisation for the past eight years, the last three as Supervisory Board chair. This mix of perspectives gives her a unique angle on the district, which she has seen evolve from mainly a business district into an increasingly vibrant urban centre. “I basically live my life within a couple of square miles. That’s an incredible luxury, but it also means I see up close what’s happening in the area.”

You grew up in Amsterdam, lived in Paris and London for many years, and eventually returned here. What does Zuidas mean to you personally?

“Things have really come full circle for me. I grew up in Amsterdam-Zuid and, as far as I was concerned back then, the city basically ended around the Nicolaas Lyceum. The Zuid-WTC station wasn’t a place we ever really went. I then spent five years in Paris and ten in London. Now I’ve been back in Amsterdam for ten years and have worked in Zuidas almost as long. One thing that’s quite special here is that you can live and work so close together. In London, I had to commute all the way across town to get to the City. Here, I can get practically everywhere on foot or by bike, which obviously makes life much easier. But I’m also well aware of how lucky I am.”

Can you describe how you’ve seen Zuidas change over the years?

“In so many ways! Cycling towards Gelderlandplein, there are many places that used to be empty. It was purely a business district. Now it’s gradually becoming a more diversified urban centre where people are living, working, exercising, going out and getting together. What always struck me London was how deserted the City was in evenings and at weekends, because practically no one lived there. That’s exactly what you see changing here. The development of housing and new amenities is bringing more life to Zuidas. And the cinema and restaurants are drawing people here from other parts of Amsterdam, too. I think that’s a marvellous development.”

You have been COO at Simmons & Simmons for almost ten years. What do you enjoy about your role and about working in Zuidas?

“My job is incredibly varied. As COO, I’m involved in strategy, but more specifically in how to actually connect the dots between strategy and implementation. I oversee the firm’s support functions and also work on international projects. Simmons & Simmons has approximately 2,500 employees worldwide, so I can put my international experience to good use here. Also, I’m not a solicitor or legal expert myself, so when I started here, I was something of an insider-outsider. That can be immensely valuable, because you see the organisation from a different angle while still being part of it. Given how technology and AI are currently transforming the legal profession, that variety of perspectives and skills are needed now more than ever.”

You also chair the Supervisory Board of Hello Zuidas. Why do you feel it’s important to contribute to this community?

“I think organisations and people have a responsibility to give back to society in ways that go beyond their own enterprise. Employers want to provide a good environment not only for people in their own organisation but also for the wider community. For me, this is where those three perspectives of employer, resident and Supervisory Board chair come together. As a resident, you notice straight away if a junction is causing problems, if there’s not much going on at weekends or if somewhere feels unsafe. As an employer, you look at how easy you are to reach, at amenities and what your employees need. I think there’s a huge value to connecting all those aspects.”

Hello Zuidas has been active for 15 years. What would you say has been the organisation’s most meaningful contribution?

“Bringing people together. Hello Zuidas’ strength as an organisation lies in its ability to keep pace with area developments and connect actors that might not meet otherwise. That community-building role is incredibly important for businesses, residents, education and research institutions, the city and other organisations. This is also reflected in its growth. When I joined the Supervisory Board, there were maybe 230 or 240 members. Now, we have more than 330. Clearly, organisations believe it’s important to contribute to the community they are part of. And not just at formal meetings. Events like the Zuidas Run, concerts and member meetings provide opportunities for people to get together in a different setting, and that’s very meaningful.”

What opportunities do you see for Zuidas? 

“There will be many more big changes in the years ahead, with more homes, Amsterdam Zuid station becoming an increasingly important hub and a growing diversity of enterprises. This presents opportunities, but also poses challenges. My main hope is that Zuidas will remain accessible to everyone, not just to a particular segment of professionals or residents. The ambition should be to create an area that is not only economically successful but also has a strong social fabric. More housing means we also need to start thinking differently about services and amenities such as schools, healthcare, childcare and everything else that comes with a functioning urban neighbourhood. In that respect, Zuidas is becoming something of a village within the city.”

What do hope Zuidas will look like 15 years from now?

“Above all, I hope that connections between all those different actors will have grown even stronger. That Zuidas will continue to be a vibrant, attractive and international place, but equally one where all kinds of people can feel at home. And I hope that organisations will continue to feel a responsibility for the area in which they operate – that they don’t just have their office here, but also give back to the community. Hello Zuidas has played a key role in this over the past 15 years. It would be brilliant if we can continue building on that over the next 15.”

Text: Romy Lange
Photography: Caily Bobbie Jo

Photo taken at Bakkerij Wolf
Photo taken in the courtyard at Simmons & Simmons