Nestled along the iconic waterways of Rotterdam, BlueCity is an incubator that turns dreams of a circular economy into reality. The initiative is located in the former Tropicana, an old tropical swimming pool complex, which has been creatively repurposed to house a community of pioneers committed to combating waste.
This transformation mirrors Rotterdam’s forward-thinking ethos and underscores BlueCity’s mission to accelerate the transition from a linear economy to a sustainable, closed-loop system. With its unique approach and growing impact, BlueCity has become a beacon of innovation in the world of sustainable entrepreneurship.
A Visionary Start
BlueCity was founded in 2015 when a group of entrepreneurs saw potential in the abandoned Tropicana swimming complex. The idea was not just to save a crumbling building but to create an ecosystem where circular businesses could thrive together. The aim was simple yet profound: to convert waste into valuable resources by providing an environment where companies can cooperate to create sustainable products. The founders envisioned an experimental playground where like-minded businesses would build symbiotic relationships—turning one company’s waste into another’s raw material.
The concept behind BlueCity is rooted in the principles of the circular economy, which contrasts sharply with the traditional linear economy of take-make-waste. The circular economy model strives for minimal resource extraction and waste production, advocating the reuse and recycling of materials to create closed-loop systems. By nurturing businesses that operate in this model, BlueCity plays a significant role in pushing back against climate change, resource depletion, and pollution—issues that are particularly pertinent to Rotterdam, given its location below sea level.
BlueCity’s Impact And Influence
Rotterdam has earned a reputation as one of the most progressive cities in the Netherlands when it comes to sustainability. BlueCity has contributed significantly to this reputation. Today, it is home to over 40 companies, ranging from social enterprises to start-ups, all focused on creating value from waste streams. BlueCity’s unique value proposition lies in how it fosters collaborations among these businesses, thereby accelerating innovation and minimising waste.
One of BlueCity’s best-known startups is RotterZwam, which grows mushrooms on spent coffee grounds. The company collects coffee waste from cafes across Rotterdam and then uses it to grow gourmet mushrooms. This simple yet effective circular solution addresses both food waste and sustainable agriculture challenges, providing a product that local restaurants value.
Another key player is Karma Kebab, a company that turns surplus Dutch celeriac into plant-based kebabs. This not only helps reduce food waste but also promotes plant-based eating, which has a significantly lower carbon footprint compared to meat consumption. Karma Kebab’s products are now sold across Rotterdam, amplifying the impact of its sustainable model.
This local craft brewery partners with other BlueCity startups to create a closed-loop brewing system. Vet & Lazy uses residual heat from other BlueCity facilities to brew its beer, while the spent grains are used by farmers or other food startups within BlueCity to create new products.
Measuring BlueCity’s Impact
BlueCity’s collaborative ecosystem has led to a reduction of approximately 150,000 kg of organic waste per year through creative reuse by residents like RotterZwam and other start-ups. Instead of contributing to landfills, this waste is transformed into useful products. The circular practices implemented at BlueCity have also led to significant water savings. By reusing water from various facilities, it is estimated that up to 500,000 litres of water are saved annually.
BlueCity has generated opportunities for over 250 people since its inception. This includes entrepreneurs, employees, interns, and volunteers working in different startups. By cultivating a culture of experimentation, BlueCity encourages job creation in sustainable industries, contributing to Rotterdam’s economic resilience.
By converting organic waste into usable materials and reducing food waste, BlueCity’s companies collectively reduce carbon emissions by over 200 metric tons annually. This is the equivalent of taking nearly 50 passenger vehicles off the road for a year, showing a tangible reduction in environmental impact.
Building A Collaborative Network
The value of BlueCity lies not just in the individual successes of the businesses it hosts but in the networked approach to tackling sustainability. Entrepreneurs at BlueCity don’t work in isolation—they actively collaborate, maximising resource efficiency. For example, the waste produced by Vet & Lazy Brewery becomes an input for mushroom cultivation at RotterZwam, closing the loop and reducing resource extraction.
This synergy is supported through workshops, shared spaces, and facilitated networking events within BlueCity. The presence of laboratories and workspaces allows these circular businesses to experiment, fail, and innovate—turning creative ideas into scalable businesses. The BlueCity Lab is specifically designed to be a material laboratory where companies can develop prototypes, test new processes, and experiment with bio-based resources. Such collaborations encourage an ecosystem where progress in sustainability is amplified through collective effort rather than individual struggle.
BlueCity also focuses on educating the public about the benefits of a circular economy. They conduct guided tours, offer workshops, and host discussions that aim to inspire citizens, professionals, and other cities to adopt circular practices. By opening its doors to the public, BlueCity serves as a living demonstration of how the circular economy works in practice and how it can be a viable alternative to our current systems.
Challenges And The Road Ahead
Despite its successes, BlueCity faces numerous challenges as it seeks to grow and influence more parts of society. One of the key obstacles is scaling up the solutions that are incubated within the building. Many of the start-ups face difficulties in expanding due to regulatory barriers or market limitations that do not yet fully support circular innovations.
Financing also remains a key challenge. Many circular businesses have difficulty attracting investors because the profit models in circular entrepreneurship are often long-term rather than providing quick returns. BlueCity has worked to address this by creating connections between startups and impact investors who are motivated by more than financial returns.
Another challenge is the infrastructural limitations of working in an old swimming pool complex. While the Tropicana building has a unique charm, its design presents certain difficulties, such as managing energy efficiency and repurposing spaces that were originally designed for recreation rather than business activity.
However, BlueCity’s founders have turned even this into an opportunity by reimagining the use of space in innovative ways—highlighting their belief that anything, including old urban infrastructure, can be transformed with creativity and vision.
As the world grapples with the consequences of climate change, resource scarcity, and waste overload, BlueCity is proving that real change happens at the intersection of ingenuity, collaboration, and community support. Rotterdam’s BlueCity may have started as an old swimming pool complex, but today it stands as a symbol of hope, resilience, and creativity—inspiring others to dive into the possibilities of a circular economy.
If the trajectory of BlueCity continues, we can expect to see more cities adopting similar models—building vibrant ecosystems where waste is not an endpoint, but a beginning. And while the road ahead will have its challenges, BlueCity’s success thus far suggests that where there is a shared vision for sustainable progress, innovative solutions will always find a way.