From vacancy to vibrancy: on the Croeselaan in Utrecht, a grey and outdated building has been transformed into a green eye-catcher. With 220 m² of SemperGreenwall, community involvement and smart technology, it’s become the pride of the neighbourhood.
For years, a grey, vacant retail building stood at the busy corner of Croeselaan and Vondellaan – the former Scheer & Foppen store. But those days are gone. Property developer Sleeping Beauties saw the hidden potential in this outdated structure. The plan? A sustainable redevelopment into energy-efficient, modern apartments with commercial space on the ground floor. This was more than just a renovation – the building needed a transformation that would green and revitalise the area. Topgroen installed a 220 m² SemperGreenwall Outdoor, now the neighbourhood’s standout feature!
Green facade as the face of urban renewal
The site had been an eyesore for years – located on a busy traffic junction, surrounded by concrete. And that made the challenge even greater: how do you turn a grey concrete corner into a place that makes people smile? The solution had to be sustainable, but also visibly improve the liveability of the neighbourhood. The living wall is now the first thing passers-by see. It adds colour, life, and identity to the area – and has literally become the face of urban renewal.
Residents overwhelmingly chose green
Sleeping Beauties decided to actively involve the local community. Through a participation process, residents were invited to share their vision for the future of the building. The result was clear: 68% voted for a green facade. It proves once again that participation and greening are a powerful combination.
Next-level green maintenance: smart, sustainable and efficient
Topgroen realised the 220 m² SemperGreenwall Outdoor. Behind this lush green facade lies a technological masterpiece: the Plant Care System. This advanced irrigation and fertilisation system delivers precise amounts of water and nutrients to each plant, tailored to seasonal changes and weather conditions. Every plant gets exactly what it needs – without waste. The wall consists of pre-grown, ready-to-install Flexipanels, ensuring the green facade is fully alive from day one. And the design? The facade’s edge is finished with a powder-coated aluminium frame, matched exactly to the window frames. The result is a sleek, refined appearance – with a natural look and architectural coherence.
“The green dream has come true. We're really happy with it. It looks amazing.”
Coen Visser, Sleeping Beauties
Architecture and nature in harmony
What makes this project so special is the balance between technology and aesthetics. The smart irrigation system keeps the greenery healthy, while the finishing details bring a sense of quality and cohesion. The facade now defines the area’s regeneration – in a spot passed by thousands of people each day. The impact is enormous: the building has gone from overlooked to essential.
A facade with wow-factor
The local response has been overwhelmingly positive. The facade is admired, photographed, and talked about. The building has gone from background to centre stage – this project is a true showcase of what sustainable greening can do in cities. Green walls make urban areas healthier, more beautiful and more liveable. And they deliver a wow-factor that sticks. This is greening with impact.
Project partners
Projectdeveloper: Sleeping Beauties
Green wall installer: Topgroen
Contractor: Barten Groep
Architect: Monk Architecten
