Oppidum Batavorum was destroyed by fire during the Batavian Revolt in 70 AD and a new settlement was built one and a half kilometres to the west: Noviomagus, which means 'New Market'.

Emperor Marcus Ulpius Traianus allowed the city to use his family name and the city became 'Ulpia Noviomagus'. It soon turned into a flourishing centre of trade and industry with four to five thousand Roman-Batavian residents.

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