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July 9, 2025

Looking back: Testing innovations on Amsterdam’s A10 during Op de Ring

What a day! On Saturday, June 21st, we joined five innovators from the Amsterdam Metropolitan Area on the sun-soaked asphalt of the A10 ring road. For one day only, in celebration of Amsterdam’s 750th anniversary, the A10 was transformed into a vibrant festival ground filled with sports, fashion, music, and innovation.

As a unique, one-time test location, the ring offered a lively and visible stage for innovation. Visitors enthusiastically took part in the tests and shared their honest feedback. That energy and involvement made the day truly unforgettable, providing valuable insights for the innovators. We are extra proud to have showcased innovation together with five impact makers in such a special place.

Food for Skin

Cathy and Angela showed how personal care can truly be fair and sustainable. Visitors tried out Food for Skin’s natural sunscreen, compared it to conventional products, and shared their opinions. All that input—about transparency, experience, and ease of use—gave Food for Skin plenty of food for thought.

Veldboom Studios

The futuristic, 3D-printed microcar from Veldboom Studios was the eye-catcher on the A10. This electric alternative drew plenty of attention: visitors stopped to admire the innovative design and shared their thoughts—about pricing, their current modes of transport, and the potential of this new form of urban mobility—using the woolmapping board.

Sustained Collective

Sustained Collective designed a T-shirt that can be reused again and again by printing it with washable ink. During Op de Ring, the Innofest team wore the shirts to test how the ink held up throughout the festival. Afterwards, the shirts could simply be washed, making them ready for a new print and a next life. Visitor feedback and ideas provided valuable input for the further development of this circular innovation.

"Direct interaction with potential customers and stakeholders is invaluable. It’s amazing to see how people get excited about the shirts, spontaneously share ideas, and make requests—this kind of genuine engagement is priceless!" – Lina Tsegaye, founder of Sustained Collective

Neardoor.club

With just one swipe, visitors used Neardoor.club to find new sports buddies and activities. Despite the summer heat, people enthusiastically joined in. The insights from conversations with visitors are helping Neardoor.club make their platform even more personal and accessible.

RENTGLAM

Glitter dresses and statement outfits were everywhere at Op de Ring. Visitors tried them on, posed for photos, and shared when they would consider renting such an outfit, what they expect, and what they’d be willing to pay. Using the 360-degree tear-off cards, testers could easily share their opinions and wishes. This feedback will help RENTGLAM make their fashion rental platform even better suited to the needs of a wide audience.

A mix of tropical temperatures, over 30,000 steps, and—above all—thousands of curious testers made for a day full of energy and inspiration. Our innovators went home with a backpack full of fresh insights, new ideas, and the motivation to keep developing their solutions.

These tests were made possible by the City of Amsterdam.

Would you like to test, learn, and discover next time? Click here to see all the possibilities.

Website by HOAX Amsterdam