As my concept is about how Amsterdam is misinterpreted by youth, I wanted to look into the reasons youngsters too often associate drugs with the city. A good starting point was to check out the drug policies of the Netherlands, many countries view that recreational drug use is detrimental to society and must therefore be outlawed, but on the other hand the Netherlands has a more relaxed view on drugs. The drug policy aims to reduce the demand for drugs, the supply of drugs and the risks to drug users, their immediate surroundings and society.
Coffeeshops on a visual sense are the stereotype of Amsterdam for youngsters, Coffee shops are only allowed to sell soft drugs and not more than five grams of cannabis per person per day. Coffee shops are governed by strict laws that control the amount of permitted soft drugs, and the conditions in which it is sold and used.
The images above show a Dutch Vice magazine which I picked up in Amsterdam, one article talks about the drug leniency at festivals. It uses powerful yet humorous imagery to portray drugs as everyday items of food, I like how the images play with drugs tongue in cheek. I found this inspiring due to the way the art direction is stylised on drugs, as i'm stylising the book on drugs it was helpful to see a way it can be achieved subtly.
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