Studio for New Realities

What Studio for New Realities does

Studio for New Realities is an independent, founder-led strategic urban development and architecture studio headquartered in Rotterdam, Netherlands. Founded by Jeroen Zuidgeest — formerly Partner and Head of Strategic Planning at MVRDV until early 2018 — and soft-launched in May 2019, the studio operates with approximately 10 specialists drawn from urban planning, architecture, design research, strategic design for sustainability, programme development, and community engagement. Its service portfolio is organised around three branded expertise areas: Easy Architecture (context-tailored places designed as 'usage machines'), Activating Urban Design (district-making for liveable cities), and Strategic Planning (holistic urban-system perspectives and development visions). The studio's underlying methodology is a 'research-by-design' approach combining three dimensions — hardware (physical form), software (programme and use), and orgware (organisation and process) — packaged as the 'three-eenheid' (triad).

The studio generates revenue through professional services delivered on a project basis to a client base spanning municipalities (Rotterdam, Vlaardingen, Tilburg, Eindhoven, Zwolle, Hoorn, Almere), regional authorities (perspective.brussels for the Brussels-Capital Region), major corporates (Unilever, Schiphol Airport, Sioux Group), and educational institutions (Fontys Hogescholen). Notable projects include the District U masterplan for the former Unilever R&D campus in Vlaardingen, the Oostflank Rotterdam development vision for 30,000 new homes, the Schiphol Centre high-level masterplan, the Brussels Buurtstad toolkit for the 15-minute-city transformation, and international commissions in the UK (London Camden Highline consortium, Glasgow District Regeneration Frameworks), Norway, and France. Pricing follows the Dutch CAO Architectenbureaus (Architectural Offices collective labour agreement), and the go-to-market relies on direct relationships, competitive tenders, and referrals — typical for a high-touch Dutch strategic-design consultancy.

The firm monetises through project-based fees under standard architectural-office terms and has no external investors, parent companies, or subsidiaries. Distribution is anchored in direct engagement from the Rotterdam office and an active LinkedIn presence; thought leadership is delivered via podcasts, press coverage (e.g., designboom), and participation in events such as the Dag van de Architectuur (Architecture Day). The operating footprint is concentrated in the Benelux with growing European extensions, and the firm maintains strategic consortia with partners including Arcadis, LOLA Landscape Architects, BRAND Urban Agency, Ruimtevolk, Vertex Architectuur en Stedenbouw, and PLUSOFFICE to access public tenders and international competitions beyond its solo delivery capacity.

Name

Studio for New Realities

Legal name

Studio for New Realities

Website

https://newrealities.eu

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Studio for New Realities is a Rotterdam-based independent urban strategy and architecture studio of about ten specialists, serving municipalities, regional governments, developers, and institutions across Europe with masterplanning, activating urban design, and strategic planning services.

Ownership category

akta.pro rank

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Architecture and Urban Design Services: Professional services revenue from architecture, masterplanning, urban design, and strategic planning projects for public and private sector clients including municipalities, developers, and government bodies.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Studio for New Realities is a design-driven consultancy for strategic urban development and architecture, operating as district makers, architects, consultants, and initiators. The studio delivers masterplanning, architectural design, urban design, and strategic planning projects for municipalities, developers, government bodies, and institutions, integrating physical form (hardware), programme and use (software), and organisation and process (orgware) — a methodology they call the "three-eenheid" (triad). Projects span building, neighbourhood, city, and regional scales across the Netherlands and internationally.

Product overview

Studio for New Realities is a studio for strategic urban development and architecture, operating as district makers and architects, consultants and initiators. They develop plans from a user perspective, combining physical form (hardware), program and use (software), and organization (orgware). Their offerings include three core service areas: Easy Architecture (tailored places to people), Activating Urban Design (district-making for liveable cities), and Strategic Planning (holistic perspectives for urban system enhancement). Their project portfolio spans masterplanning (District U), architectural projects (Plaswijckpark Pavilion), strategic research (Buurtstad Brussels), and urban development visions (Oostflank Rotterdam, Schiphol Centre).

Differentiator

Problem solved

Functional benefit

Products and services

• Easy Architecture Tailored architectural and spatial design services that create places aligned with local culture, context, and user needs by designing "usage machines" that put humans at the centre. For municipalities, developers, and institutions commissioning user-centred buildings and public spaces.
• Activating Urban Design District-making and activating urban design services that contribute to liveable cities and flourishing communities through strategic spatial interventions. For municipalities, developers, and public sector clients seeking neighbourhood and district-scale urban regeneration.
• Strategic Planning Holistic and integral strategic planning services that enhance the urban system and provide a strong basis for quality of life, using design as a tool for system change. Delivers development visions that analyse and prioritise spatial interventions into integral action plans for public and private sector clients.

Quantifiable outcome

• Development of neighbourhood city toolkit for Brussels Capital Region commissioned by perspective.brussels
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• perspective.brusselscoreStrategic or Co-development Partner · 17 January 2024Commissioning client for Brussels Neighbourhood City (Buurtstad) toolkit development. perspective.brussels is the strategic support centre for spatial planning in the Brussels-Capital Region. Studio for New Realities developed a comprehensive toolkit with strategic and regulatory recommendations for transforming Brussels into a neighbourhood city.
• Vertex Architectuur en StedenbouwcoreStrategic or Co-development PartnerCollaboration partner in the Brussels Buurtstad project alongside Studio for New Realities and PLUSOFFICE. Contributed to the development of strategic recommendations for neighbourhood amenities in Brussels.
• PLUSOFFICEcoreStrategic or Co-development PartnerCollaboration partner in the Brussels Buurtstad project alongside Studio for New Realities and Vertex Architectuur en Stedenbouw. Contributed to the development of strategic recommendations for neighbourhood amenities in Brussels.
• BRAND Urban AgencymajorStrategic or Co-development PartnerJoint strategic collaboration on Fontys Campus Stappegoor vision project. BRAND handled positioning strategy while Studio for New Realities developed spatial vision, exploring various scenarios and spatial-programmatic principles.
• ArcadisminorStrategic or Co-development PartnerCollaboration partner in the Camden Highline proposal competition. Arcadis contributed alongside Studio for New Realities, LOLA Landscape Architects, Urban Movement, Sam Jacob, New Practice, and Hatch Regeneris.
• LOLA Landscape ArchitectsminorStrategic or Co-development PartnerCollaboration partner in the Camden Highline proposal competition. LOLA contributed landscape architecture expertise alongside other consortium members.
• Urban MovementminorStrategic or Co-development PartnerCollaboration partner in the Camden Highline proposal competition. Contributed urban movement and design expertise to the elevated park project.
• Sam JacobminorStrategic or Co-development PartnerCollaboration partner in the Camden Highline proposal competition. Contributed architectural and design expertise.
• New PracticeminorStrategic or Co-development PartnerCollaboration partner in the Camden Highline proposal competition.
• Hatch RegenerisminorStrategic or Co-development PartnerCollaboration partner in the Camden Highline proposal competition. Contributed economic and regeneration expertise.
• RuimtevolkmajorStrategic or Co-development PartnerJoint collaboration on Zwolle 2040 urbanisation perspective for Zwols Concilium. Ruimtevolk and Studio for New Realities developed an integrated vision for future urbanisation of Zwolle.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• OMA: Rotterdam-headquartered global architecture and urban planning firm founded by Rem Koolhaas, working at the largest metropolitan and cultural scales. Comparable to Studio for New Realities in offering strategic urbanism alongside architecture, but with vastly greater scale, global presence, and fee capacity.
• BIG (Bjarke Ingels Group): International architecture and urban design practice with offices across Europe, North America, and Asia. Comparable to Studio for New Realities in blending strategic urban thinking with architectural design and competing for large-scale developer and public commissions.

Direct peers

• UNStudio: Amsterdam-based architecture and urban design network with a strong track record in European urban strategies, masterplans, and public space commissions. Comparable to Studio for New Realities in combining building-scale architecture with city-scale strategic planning, and competing for similar municipal clients.
• West 8: Rotterdam-based urban design and landscape architecture practice known for large-scale public space and masterplan projects. Comparable to Studio for New Realities in Rotterdam origin and city-scale urban design work for European municipalities and developers, though with a stronger landscape architecture emphasis.
• MVRDV: Rotterdam-based architecture and urban design firm founded in 1993. Studio for New Realities' founder Jeroen Zuidgeest was previously Partner and head of Strategic Planning at MVRDV, making it the closest comparable peer in scale, geography, and offering — combining architecture, masterplanning, and strategic urban design for municipalities and developers.
• Powerhouse Company: Dutch architecture and urban design firm combining building-scale architecture with city-scale strategic commissions. Comparable to Studio for New Realities in Dutch origin and integrated design+strategy approach for European public and private clients.
• Mecanoo: Dutch architecture firm with established urban planning, masterplanning, and public sector commissions across Europe and globally. Comparable to Studio for New Realities in providing integrated architecture and urban design for municipalities, developers, and cultural institutions.
• Ruimtevolk: Dutch strategic urban planning consultancy specialising in area visions, urbanisation strategies, and stakeholder processes for municipalities. Direct comparable to Studio for New Realities' strategic planning and 'activating urban design' practice, and an actual collaboration partner on the Zwolle 2040 project.
• KCAP Architects & Planners: Rotterdam-based architecture and urban planning firm with strong focus on strategic urban development, area transformations, and mobility-led planning. Highly comparable to Studio for New Realities in combining architecture with city-scale planning for European public and private sector clients.

Emerging players

• LOLA Landscape Architects: Rotterdam-based landscape architecture and urban design firm with strong focus on large-scale park and public space projects. An actual collaboration partner on the Camden Highline proposal and partially comparable to Studio for New Realities' activating urban design practice, though more landscape-specialised.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInnl.linkedin.com/company/newrealities/about

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Studio for New Realities