'There are many locations where the color gray can be made more attractive'

"On average, our country often has 'gray and drab weather,' and that's exactly why I wonder why we use the color gray so much in the design of the urban environment. Gray + gray = boring. Why not a little more color?" Speaking is the visibly inspired Dominic Brown (40), creative entrepreneur from The Hague. "Color demonstrably does something to people. The concrete and steel industry in the Netherlands can also make some strides, as far as I'm concerned. How? We can dress up concrete! We can make concrete more beautiful! We can take the experience of concrete to the next level!"

Anyone who ever comes to the Hofstad has surely seen or walked past his beautiful work. For example on and around the Central Station in the city center. Various viaducts, underpasses or pillars feature larger-than-life impressions that tell something about the city, its inhabitants and its history. Anything better than all that gray and drab concrete. It is a true upgrade of the surroundings. 

But we still do this far too little in our country. Brown: "So we are missing opportunities. Because color - especially in combination with the right lighting - offers more social safety. It has also been shown that where there is more color, there is less unwanted graffiti. In addition, you can use color to create opportunities to promote the city's history or culture. But above all: by providing concrete (blocks) with foil with a colorful drawing or design, covered with a coating - because, that's how it works - you are also doing something sustainable. Because of the protective coating, the concrete is less affected by weather conditions. This means: less erosion! And so concrete lasts longer or needs a less strict maintenance program. For me, it is still incomprehensible that many big guys in the concrete industry do not see this or ... do not want to see it?"

"In cities in the Netherlands there are so many ugly places. There are many locations where the color gray could be made more attractive. The concrete there is not dressed up: degradation strikes. I am convinced that many residents, passers-by and ordinary citizens do not accept this visual deterioration either: they do not understand that no euros are allocated to simply beautify the environment and thereby achieve social objectives. Especially in the locations that are so eye-catching. And, speaking of money: for relatively little money we can create that impact!"

Brown even sees that need for beautification as a component of corporate social responsibility. "The concrete guys are good with their technical innovations to achieve a piece of sustainability, either in the production processes or in the final product. Fine.  

I think that from the Netherlands we are leading the way in this worldwide. But, corporate social responsibility also means making sure that people experience the environment as safe. Don't you want people to feel comfortable in public space? That is - I think - actually also a task for the concrete and steel industry, and especially for the parties who work on our infrastructure. In other words, it is also a call to the architects of the Netherlands who work every day to design our outdoor spaces. Moreover, beautifying concrete can even become a (commercial) part of smart city marketing. After all, you create places that become interesting for taking selfies. Tourists love it. They are looking for just that. As long as they can take a selfie and as long as they can post something interesting. So dressed concrete only delivers benefits."

About Creative Entrepreneur Dominic Brown

Dominic Brown (b. 1983) is known in the Netherlands for his Modern Murals. These can best be described as contemporary decorations to embellish and improve public spaces. The often man-sized images on walls and columns relate to the immediate surroundings: to the location, the character of the city, or to history. 

The murals are custom designed by Brown, who works out of The Hague, in close consultation with the client. The concept is unique in the Netherlands. By using the latest Italian printing techniques, the end result is like a fresco. The visuals can be applied to any conceivable surface. For example, on metal, stone (so: concrete!), wood and glass. They have already been applied to viaduct walls, electricity houses and to promote museums. Tapestry Print on tapestry can also be used to improve acoustics. Contemporary murals can be used very widely. Recently, another very special product has been added: prints on solar panels that make it possible to renovate facades with decorative designs and art that generate energy.