Place to Be, Moonbird and Studio Wesseling joined forces to create a concept developing a platform to promote the inner city of Amsterdam. Not from a governmental perspective but from a business side. How could we show that the city centre is still owned by local citizens and entrepreneurs? Can they start a club and can you join and become a member of FC Centrum as we called it? Yes you can. We wrote strategy, gave an Amsterdam sport insight, designed an identity, promotional material campaign ideas and a website. Moonbird makes beautiful short films and editorial to promote the project online.