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This issue of our monthly e-newsletter contains the latest information
about the development of ROSADA factory outlet in the Netherlands. If
you have any questions or would like further information, call the office of
MDG Europe at +31 (0)20 676 01 53 or send an e-mail to
Now that the building is rising from the ground, ROSADA is clearly visible
to every passer-by. Within two weeks from now, the entire foundation will
be laid. The ground beams of the first three buildings are being poured,
and the steel structures of four other buildings are already standing.
The construction site is a beehive of activity, and there's a lot more taking
place behind the scenes. Many components are manufactured off-site:
Prefabricated concrete hollow-core slabs are poured, steel structures are
drilled, welded, galvanized, and coated, and wooden facades are
produced. These components are installed as soon as they arrive at the
site. This smart approach makes it possible for us to realize ROSADA
ROSADA in 2006!
Now that 2006 has begun, MDG is looking forward even more to the
grand opening of ROSADA. It is becoming increasingly easy to picture
what the outlet center will look like, and how major fashion brands with
special discounts will encourage price- and quality-conscious shoppers to
visit it regularly. The cozy streets and the shops' pleasant interior design
will stimulate shoppers to buy. Day trippers from the Netherlands and
Belgium will be able to enjoy themselves in ROSADA throughout the
week with a top shopping experience, entertainment, and good food. And
to top it all off, they will be able to enjoy either a wonderful night out in
Roosendaal or one of the attractions in De Stok - the recreation park next
At the end of 2006, ROSADA will be in place - a unique outlet center with
a huge visitor potential: A place where brands will offer their customers a
qualitative supplement to traditional stores and have the opportunity to
reduce their stock quicker. This is more than just a resolution for 2006: It's
a reality that MDG stands behind!
Don Chapman, the architect...
Don Chapman, the American architect from Florida, designed the
ROSADA concept. He has already built some 50 factory outlet centers
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(FOCs) in Europe and the USA.
What inspired you when designing the FOC?
ROSADA is being built in a relatively small area, so it has to be very
compact. And because it's so close to the highway, I think it's important
that the FOC is given a 'face'. By that, I mean that people can literally
How do you work? Do you first create a design in your mind before
putting it to paper?
I always want to learn something about the culture of the country. I drive
around the region and look at the styles, the architecture, what buildings
have remained standing throughout the centuries, because that is
apparently deemed important and beautiful in that region. The advantage
that I, as a foreigner, have is that things stand out to me that others no
longer see. Then I start thinking, and make the first sketches.
What are some of the specific elements in ROSADA's architecture?
Scale and color are important aspects for making people feel comfortable.
The main thing is that by far the most important group of customers -
women - feel comfortable. Safety and coziness are important to women;
they need to experience a friendly ambience. Colors help in that regard,
as does the way the facades look. For ROSADA, we've chosen soft tints.
The aim is to create a pleasant environment, because that makes people
more inclined to buy.
Our neighbors: De Stok swimming
ROSADA is situated next to the first-class De Stok recreation park, which
will increase the attractiveness of visiting ROSADA regularly.
The De Stok swimming pool is one of the leisure facilities in the recreation
park of the same name. It is a complete aquatic facility. The indoor
section has three pools: A recreational pool with currents, a water slide,
and various other elements to increase the customer's enjoyment; a
special pool with an adjustable floor to accommodate such activities as
baby swimming and therapeutic training; and the competition pool for
various water sports.
The swimming area of the heated outdoor pool is scheduled to be
expanded in May by 450 m2. There are plans for a new children's pool, a
second diving tank, and a large rest area with a beach volleyball facility
and playground equipment for children. The rest area will be sheltered by
a new earthen wall and extra plants and shrubs. Consequently, MDG
expects that the swimming pool and ROSADA will increase each other's
attractiveness, resulting in higher visitor counts.
"Build ROSADA without
Now that the building is actually materializing, it won't be long before the
shopping public will be entering ROSADA's doors. Our many years of
experience as a builder of outlet centers have taught us that it is very
important to investors that the contractor assumes all the risks related to
the construction. Investors must have 100 % trust in the contractor.
However, it's impossible to please everybody. Even now, when I'm visiting
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one of the outlet centers in Europe with my wife (often on business), the
way in which I experience an outlet center varies. Choices must be made.
At ROSADA, a contemporary, regional environment has been chosen
whose characteristics will blend well with future developments around
As general builders, our job is to turn ideas into reality. At the same time,
we have to keep an eye on the costs and the time-frame. But by operating
innovatively, we can keep within budget and meet the delivery date
without having to make any concessions. One thing is crystal clear: At the
end of this year, ROSADA will stand out not only literally, but also
Felix Volders, Director of Strabag,
ROSADA building company
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