The Nieuwe Binnenweg in Rotterdam-West is one of the key streets in the
initiated transformation of Rotterdam West. By renovating existing
buildings and adding new programmes and functions to the neighbourhood,
the municipality and a number of corporations started the regeneration
of Rotterdam-West. Due to the success of their first coffee place, the
Urban Espresso Bar in Rotterdam was asked to participate in this process
by opening a second hang-out at the Nieuwe Binnenweg. The idea was to
have a similar menu and service level as in the Urban Espresso downtown,
while creating a different atmosphere inside.