Stelling 1 · 2141 SB Vijfhuizen (Greater Amsterdam) · +31 (0) 23 56 60 140 · info@expogreateramsterdam.nl
An open entrance plaza, a second main entrance, and a flexible hall layout. At first glance, they may seem like separate upgrades, but at EXPO Greater Amsterdam they form part of one cohesive vision. This summer, the venue is undergoing a renovation focused on quality, comfort and appearance. New general manager Koen Iking explains how these developments are not only functional, but also enhance the overall visitor experience.
When Koen started as general manager at EXPO Greater Amsterdam, one question immediately came to mind: “How is it that so many people are still unaware of this fantastic event venue?” Driven by a strong focus on hospitality and a genuine passion for storytelling, the former theatre producer set himself a clear mission: to position EXPO Greater Amsterdam as a leading A-location for conferences, trade fairs and events.
Six months and many events later, Koen’s mission remains unchanged. In fact, EXPO Greater Amsterdam is now on the brink of a major renovation, designed to bring the entire visitor experience in line with the building’s distinctive character from start to finish. “The strength of our venue lies in the indoor-outdoor experience,” Koen explains.
“Anyone looking at EXPO Greater Amsterdam sees a large greenhouse with a green, accessible character. The expansive glass façades bring nature indoors. Step outside and you’re surrounded by 21,000 square metres of peace and space – right near Amsterdam and Schiphol Airport. It is precisely this open character that makes our venue unique, and it forms the foundation of our renovation.”
The most significant changes this summer will take place at the entrance plaza. Koen explains why: “I believe hospitality and experience are essential to stand out in today’s market. Ultimately, how you do things is your only license to operate in the long term. Guests need to feel welcome from the moment they arrive, and that is something I focus on heavily, also within our team.”
At present, the entrance plaza of EXPO Greater Amsterdam is primarily functional in design, but this summer it will be transformed into an open and welcoming entrance. Fences will be removed, seating will be added, and the greenery will be expanded. The venue is also investing in digital wayfinding signage and LED screens. Koen adds: “I don’t want people to have to search for their way. Moreover, on-brand signage offers organisers a great opportunity to immerse guests in the experience from the very first moment.”
Before turning to the developments taking place behind the scenes, Koen emphasises the importance of maintaining short lines of communication with organisers. “That, too, is hospitality,” he says. “You need to support each other to achieve success. That’s why we stay in constant dialogue: what do you need, and how can we make that possible?”
During these conversations, a clear trend quickly emerged: “There is a growing demand for customisation and flexibility. Some trade fairs have been growing with us for years and are looking to refresh their format. At the same time, there are new exhibitions and conferences that want to expand gradually. With the upcoming upgrades, we can support both.”
Following the renovation, availability during peak periods will increase. EXPO Greater Amsterdam will feature an additional main entrance, making it possible to host two events simultaneously. In terms of layout, the focus is on scalability and comfort.
“At the moment, we offer a conference centre for up to 450 guests and four large halls ranging from 2,800 to 8,200 square metres,” Koen explains. “This summer, twin-roll partition walls will be installed in the two largest halls, creating six separate compartments that can be combined as needed. The venue adapts to the event, which enhances the visitor experience. It also allows us to maintain better control over temperature and energy consumption.”
This summer brings Koen one step closer to his mission. The upgrades create new opportunities for organisers while strengthening the overall visitor experience. “In a few years’ time, EXPO Greater Amsterdam will be known as the natural choice for (inter)national organisers looking to host events near Schiphol and Amsterdam – in a green oasis of calm, with limitless possibilities and hospitality at its core.”