Jeroen Beekmans (1985) is co-founder of the Amsterdam based Golfstromen, an agency for urban development. He’s also one of the founders of Pop-Up City, an online magazine about the city of the future. Between 2010 and 2016, Golfstromen researched gentrification in Amsterdam-Noord — the phenomenon where undervalued neighborhoods face an inflow of wealthier urban dwellers that push aside the older inhabitants and upgrade the level of facilities. To discuss the gentrification, Golfstromen launched Gentrification Battlefield, an ironic, fictive videogame where gentrification is shown as a battle between the old and new inhabitants. The trailer of the game was shown at MoMA, New York, in 2011. In 2016, a crowd mapping-project followed. The citizens of New York and Toronto were asked to draw their own, subjective frontline of gentrification in their city. Combining the maps, heatmaps were made that show an appealing image of the development of several areas.