Spatial • Strategy
Veluwe: a system for discovery
The Veluwe is one of the most layered regions in the Netherlands, combining nature, culture, towns, heritage, food, and everyday
Hi! 👋 Jeroen van Geel. Creatief. Strateeg. Optimist.
Creatief strateeg voor cultuur-, erfgoed- en landschapbeleving.
Mijn werk vertrekt vanuit de ervaring van mensen: hoe een plek wordt betreden, wat iemand ziet, voelt en meeneemt. Vanuit die aandacht ontstaan strategieën en ervaringen die cultuur, erfgoed en landschap niet uitleggen, maar laten werken.
Het doel is verbinding:
tussen mensen en plek,
tussen verleden en toekomst,
tussen wat er is en wat kan ontstaan.
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My services
Ambitieuze strategie
Strategieën die vertrekken vanuit de ervaring van mensen en deze vertalen naar een gedeelde ambitie, consistente beleving en richting op de lange termijn.
Merkstrategie, belevingsstrategie, positionering, service design
Betekenisvolle belevingen
Ontwerpen van ervaringen waarin cultuur, erfgoed en landschap daadwerkelijk worden beleefd. Van concept tot ruimtelijke, digitale en hybride.
Concept, productontwerp, interactief ontwerp, ruimtelijk ontwerp
Keynotes & workshops
Lezingen, workshops en begeleiding die helpen om anders te kijken, scherper te denken en bewuster te handelen.
Keynotes, workshops, masterclasses
Portfolio
Spatial • Strategy
The Roman Border: Limes Nexus
A new vision for the Lower Germanic Limes (UNESCO World Heritage). Turning a line on the map into a living network of stories, places, and people.
Branding & spatial
Life in Nagele
Living modern heritage
Nagele is one of the most distinctive villages in the Netherlands. Designed after the Second World War
Spatial • Strategy • Brand
Rotterdam de boer op
Rotterdam de boer op! is an initiative that connects city residents with local farmers, food makers, and sustainable producers. Making
The Space Between
experience design
The Poetics of Place: The Work of Mariam Issoufou
The work of Mariam Issoufou shows how meaningful places emerge through restraint, climate, and care. Designing with everyday life rather than over it.
experience design
The Experience Landscape 2026: Designing for Meaning, Not Scale
A reflective essay on experience design in museums, public space, and landscapes, focusing on attention, intimacy, place, and meaning.
experience design
What is Experience Design?
A clear perspective on experience design as the shaping of meaning, memory, and the total experience: not just touchpoints or moments.
experience design
The Human-Scale Principle: Telling history people can feel
Most history is told at the wrong scale.
We tend to tell it in the largest units available: centuries, world
experience design
Beyond the Glass Case: Five Ways to Turn Exhibits Into Living Worlds
Most people don’t lose interest because topics are boring. They lose interest because topics are presented in old, linear
experience design
The Quiet Sublime - Designing public spaces that move people without saying a word
Some places move us without saying a word. The quiet sublime is the courage to design for feeling. To create tension and meaning in the space between.
experience design
Shared Wonder: Designing public spaces for connection
We live in an age of perfect personalization. Our feeds, our headphones, our preferences all tune neatly to “just me.