De Centrale Markt Hal

Collaboration and Approach

Mindset Media developed Pitching In, a creative campaign concept to support the redevelopment of De Centrale Markt Hal (The Central Market Hall) in Amsterdam. The goal was to attract entrepreneurs for three available warehouse spaces (approx. 140 m² each) within the Markthal by blending storytelling, community, and urban renewal. The campaign invited entrepreneurs to pitch their ideas in a short video under the slogan “Pitch yourself into De Centrale Markt Hal”. The aim was to find initiatives that contributed to the Markthal’s three core values: Creative, Culinary, and Circular. Through collaboration with BOEi (heritage redevelopment), the Municipality of Amsterdam, and a diverse jury including Timothy Sabajo (Patta), Nadia Zerouali, and Enaam Ahmed Ali, the campaign built strong local credibility. The final event, hosted by alderman Touria Meliani and closed by comedian Najib Amhali, turned the initiative into a citywide celebration of entrepreneurship and culture.

Result and Impact

Pitching In succeeded in uniting entrepreneurship, culture, and urban development. The campaign not only helped fill the available spaces in the Markthal but also strengthened its position as a hub for innovation and community in Amsterdam’s evolving Marktkwartier West. The winners received both a workspace and start-up capital to realize their ideas making them active contributors to the city’s next creative and culinary landmark.