Leidsche Rijn City Centre

ASR Vastgoedontwikkeling, one of the Netherlands’ leading real estate developers, is behind the creation of the new City Centre of Leidsche Rijn, located above the A2 highway near Utrecht. The development brings together housing, offices, terraces, restaurants, and retail — forming a vibrant new urban heart.

To strengthen the centre’s character and ensure long-term value creation, ASR commissioned Conceptional to develop a Food & Beverage vision that defines how hospitality can activate public spaces, attract diverse audiences, and foster a strong sense of community within the new city centre.