From information point to place of inspiration
How do you give an information point real meaning? By transforming the Visitor Centre (formerly VVV) into the Maastricht Store, we created a space in the Dinghuis where visitors and residents can truly experience the city. Culture, craftsmanship, and local makers come together in an inspiring environment that tells stories, fosters connections, and makes Maastricht’s unique identity tangible.
The Maastricht brand - brand tangible
Jean-Pierre Maas, Maastricht Store says: "We saw that visitors' information needs were changing, the city was evolving and ambitions were growing along with it. We no longer wanted to just provide tourist information, because information is already everywhere. We wanted to create a place where people could really experience the city. Where you not only hear what there is to do, but also feel it. Where it's all about stories, connection and craftsmanship. A place that is relevant to visitors and residents alike and where local makers are given a stage. And a place where people like to come." Visitors who step inside become part of the city's story. The Store provides a stage where local makers can display their products, from ceramics to biscuits, from wine to art. "Everything sold here carries a story. We work from the city's brandbook. Every product has to tell something about the city's identity."
" We are curators of our own history "
Jean-Pierre Maas, Maastricht Store
Information point - and business card
The Maastricht Store fulfils a unique social role. It is the only free information point in the city, and at the same time the calling card of Maastricht Marketing Foundation and of Maastricht itself. People step inside to tell and share their stories with our staff who, in turn, tell the stories further. Jean-Pierre gives an example: "An e-mail from a man from America asking whether we recognised an autograph led to a visit to Maastricht and the Store. It was a nice conversation and we found out that the signature came from one of the city's caves. Another piece of the puzzle of our history solved and a story richer that can be passed on. That's how we are curators of our own history."
The Store is also the starting point for Explore Maastricht’s city walks, forming a link between past and present, and between residents and visitors. The building itself, the historic Dinghuis, bears the city’s history. From theatre and book launches to exhibitions and event space, every generation experiences this building in its own way. A location that literally strengthens the city’s cultural connection.
For residents, visitors - and makers
This makes the Maastricht Store not only a shop, but also a place for meeting and collaboration. We add value for city, resident, visitor and creator.
- For residents, it is a place of recognition, pride and connection with their own city.
- For visitors, it is an authentic introduction to the Maastricht identity.
- For creators, a stage to become visible and be part of Maastricht's story.
“The difference with any other shop is that this is our shop, from our city, with our stories, told by our people, featuring our products, made by our people. What you buy here, you won’t find anywhere else. Everything breathes Maastricht,” concludes Jean-Pierre Maas."
