With a shared digital experimental space, they are creating the missing link: a program where ideas and plans can be transformed into tangible projects and prototypes.
Although ambitions in the cultural sector are certainly present, innovation often falters due to a lack of practical experience or technical resources. DEN and Innovation:Lab are changing that. While DEN takes on the role of strategic guide and connector, Innovation:Lab serves as the testing ground where ideas are immediately put into action.
From Strategy to the Workplace
The collaboration specifically targets organizations looking to take the step toward digital growth but are still searching for a concrete starting point – from theaters and stages to museums and libraries. The goal is to stop just talking about technology and start doing it.
“We see that institutions are looking for a translation from plan to practice,” says Maaike Verberk, director of DEN. “In collaboration with Innovation:Lab, we can bridge that gap and literally provide professionals with the tools to make AI and immersive technology a part of their daily practice. Together with cultural organizations, we hope to build a future-proof sector that can engage audiences in new and exciting ways.”
Discovering, Deepening, and Building Together
The 2026 program is built around three pillars, ranging from initial inspiration to concrete building blocks. The starting signal will be given with the Immersive Experience Days. During these programs, professionals will experience technologies like VR and AR through demonstrations by creators and inspiring keynotes. Two editions are planned this year: one on May 19, 2026, at Innovation:Lab in Utrecht (opens in new tab) and one on September 15, 2026, elsewhere in the country. (opens in new tab)
In addition, there are intermediate-level AI training sessions. In these workshops, institutions will learn how to use generative AI not as a standalone project but as a structural enhancement within their own organization and operations. The year's highlight is the Hackathon. During this day, organizations will develop their own idea into a fully fleshed-out concept and a documented action plan under the guidance of experts. The most promising concept has a chance to be further developed into a working prototype by Innovation:Lab.
A Partnership for the Future
By combining DEN's strategic expertise and networks with Innovation:Lab's technical expertise and networks, a space is created in the ecosystem where experimenting with technology becomes immediately applicable.
Abdelhadi Baaddi, director of Innovation:Lab, adds: "Where art, science, and technology meet, innovation arises. Our lab is built to experiment and create prototypes that truly advance the sector. By joining forces with DEN, we open up our technical knowledge to a large group of cultural creators. We move from 'what could be' to 'what is already possible'."
Maaike Verberk concludes: “This partnership is a long-term commitment. We want every cultural organization to gain the confidence to see technological innovation as an opportunity to tell their story even more powerfully.”
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