Melly and WORM: Neighbors and Partners
Melly and WORM are friends, neighbors, and cultural partners. As participants in the Ministry of Education, Culture and Science (OCW) Theory of Change project, where we explore how we can measure our socio-cultural impact, (bringing benefit to Rotterdam along the way), we decided that working together is the way forward in understanding what we do, and how we can move forward as cultural institutions. This first meant understanding the street we are situated on, and our respective histories. Melly’s Jeroen Lavèn continues a series of articles with a short history of our street and our respective buildings.
“Kunstinstituut Melly and WORM are more than just two cultural institutions in Rotterdam, they are close neighbors with intertwined stories. Geographically, their locations are steps apart: Melly’s front door faces Witte de Withstraat, while WORM is tucked just around the corner on Boomgaardsstraat (on what used to be the edge of the old Hortus Botanicus). In fact, from the upper offices of Melly one can literally look out the window and see WORM’s building, highlighting a proximity that is both physical and symbolic. This closeness has bred a natural spirit of collaboration. Rather than operate in isolation, the two organizations have increasingly worked together, sharing audiences, coordinating programs, and collectively advocating for the arts. Melly and WORM understand that their impact on the city is amplified when they join forces.
Over the past decades, the presence of institutions like Melly, WORM and other like-minded institutions has significantly impacted the character of Witte de Withstraat and its surroundings. They have been key players in the street’s transformation from a neglected lane into Rotterdam’s main cultural artery. By offering avant-garde exhibitions, experimental music, film screenings, public talks, and more, these organizations begin to draw a diverse range of visitors to the area, contributing to its economic and social vitality. The cluster of art venues (formalized as Kunstblock in 2013) turned the street into a destination for art lovers and tourists alike. As noted in research on the street’s history, together these institutions have “greatly contributed to Rotterdam’s artistic climate.” This is not just evident in statistics like visitor numbers or press reviews, but also in the street-level energy one feels on a busy gallery opening night or a weekend evening.
Importantly, the influence flows both ways. Witte de Withstraat, its history, its community, and its challenges have deeply influenced how Melly and WORM operate and evolve. For example, the street’s name became a catalyst for critical self-reflection within Kunstinstituut Melly. In 2017, during a project that engaged with Dutch colonial history, voices from the community and beyond questioned the appropriateness of an art center carrying the name of Witte de With (a figure tied to colonial violence). This dialogue, sparked in part by the street’s legacy, directly led the institution to undertake a renaming initiative. By 2021, Witte de With Center had renamed itself as Kunstinstituut Melly, signaling a new era of inclusivity and sensitivity to the social context. The street’s history and public discourse literally changed the identity and programming focus of the institution, a profound example of place impacting practice.
Similarly, WORM’s approach as an alternative cultural center has been shaped by the creative ecosystem of the Witte de With quarter. Originally founded in 1999 by underground music and film collectives, WORM moved from a harbor-side location to the Boomgaardsstraat in 2011 to tap into the vibrancy of the city center. Surrounded by art galleries and theaters, WORM expanded its programming to make a bridge between subcultural art and the broader public. It added features like the #Wunderbar café, and Radio WORM. Its current guise, “Ultimate Playground” offers accessible creative and socio-cultural space where experimental art meets nightlife. The dynamic nightlife of Witte de Withstraat has influenced WORM to embrace evening events, live concerts, and club nights alongside its exhibitions and workshops.
Recognizing their shared stakes in the neighborhood, Melly and WORM (along with peers like V2_, MaMA, and TENT (until 2024)) actively collaborate through initiatives like Kunstblock. The monthly Kunstavond (Art Evening) is a prime example: every first Friday of the month from 6 to 9 pm, all the art spaces on the block open free of charge, offering a low-threshold cultural experience for anyone curious. These coordinated efforts not only draw a bigger and more diverse crowd than any single organization might alone, but also send a message that contemporary culture in Rotterdam is a collective enterprise. By pooling resources and aligning goals, the institutions make their combined impact visible and tangible.”
The story of Witte de Withstraat, Melly, and WORM illustrates that cultural impact is a two-way street. On one hand, creative institutions can revitalize and redefine an urban area, breathing life into old buildings, attracting communities, and sparking dialogue that resonates beyond their walls. On the other hand, the surrounding environment profoundly shapes those institutions’ evolution. From the echoes of history (a garden, a school, a printing press) to the voices of contemporary society, the street has continually informed what Melly and WORM do and how they do it.
As we embark on a joint impact research initiative, this shared history reminds us that measuring impact isn’t just about numbers and outcomes, but also about understanding relationships between an institution and its locale, between neighbors in a cultural ecosystem, and between the past and future. In the case of Melly and WORM, our shared impact is rooted in this rich interplay of place and purpose, collaboration and community. It sets a strong context for our ongoing exploration of how cultural institutions make a difference, and how we can continue to grow that difference together.