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After an era of post-war reconstruction, there is a renewed interest in investing in the existing cultural heritage in Rotterdam. Therefore a special programme was defined by the municipality to try to reawaken existing shopping streets; the space where inhabitants of the city interact with most directly. At the moment a lot of architectural quality is hidden behind homogeneous billboards that are trying to attract attention in a very selfsimilar way. It is important that shoppingstreets maintain their identity to the visitor if they want to attract visitors. In order to seduce shop owners to design the advertisements on their facades in a way that is fitting to the architecture of the building, ASAS in co-operation with zoarchitecten has illustrated the existing policies of advertisement on shopping facades in an attractive way. The method to involve shop owners in this project is by providing streetspecific guides and a guide for Rotterdam as a whole. In the general guide the whole range of policies are shown, including suburban neighborhoods, whereas in the streetspecific guides, a selection is made of the relevant policies. As the architectural composition varies per street, not every form of advertisement that is according to the rules is also fitting the architecture. For example the height of the ground floor may be too low to attach a banner on the facade, although it is legally allowed. This preselection is made in the streetspecific guides. The illustrations and photographs in these guides are of the streets themselves. In this way a sense of collectivity is adressed and an awareness that every shopkeeper is personally responsible for the visual quality of the street as a whole. The specific guides are used to work directly with the shopkeepers to achieve improvements in the appearance of their shopping street. A number of shopfacades were remodeled according to the examples provided in the guides.  Six photocollages are made per guide of the most important spots on per shopping street. The collages summarize the challenges and give an example how the appearance of the street can improve. The photocollages sometimes led to shopowners volantarily altering their facades according to the given examples. Specific guides are made for the following streets: Nieuwe Binnenweg, Kleiweg, Winkelboulevard Zuid, Dordtselaan,  Afrikaanderwijk, Noorderboulevard & Zwaanshals The approach was includes as an examplary approach to renew the appearance of shopping streets in existing neighbourhoods in the publication 'Cultural history in urban regeneration of fourty challenging neighbourhoods', a publication by the Government Adviser Cultural Heritage. The publication can be downloaded here (Dutch language). The general illustrated guide for Rotterdam can be downloaded here design team text and illustrations: Arjan Scheer i.s.m. Joep Klabbers zoarchitecten;  grafisch ontwerp Mark Mulder Studio voor Visuele Pop. Cultuur (gids Nieuwe Binnenweg:) Magrande, Trudy de Bruin client Stadsontwikkeling Rotterdam; Ontwikkelingsbedrijf Rotterdam (OBR) & Dienst Stedenbouw and Volkshuisvesting Rotterdam DS+V i.s.m. Deelgemeente Feijenoord, Charlois, Delfshaven, Noord  Projectbureau Revitalisatie Nieuwe Binnenweg ('Praktische Reclamegids voor de Nieuwe Binnenweg') year augustus 2009-augustus 2011 status publication, various shopfacades are renovated according to the suggested alterations.