ABSTRACT
New era of globalization reshaped the city in two important ways, gentrification, social and ethnic diversity. Amsterdam is a major tourist destination, beautifully restored historic houses, art galleries and boutiques. The city government and housing association offers subsidized apartments decided to make it happen faster by changing the retail landscape. As the main shopping street in this neighborhood contrasts between state policies towards Javastraat and Utrechtsestraat shows how a city government can manipulate market forces to shape commercial as well as residential gentrification. On the other hand, trendy stores find rents on Utrechtsestraat to be lower than in one or two other popular areas. There were too many stores with high prices that most Amsterdammers could not afford. But if market forces on the street and government policies continues as risk making "diversity" into an exotic attraction. On U'straat, shopkeepers narrate complementary strategies of tradition and innovation.
