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! 👋 I'm Jeroen van Geel. Creative. Strategist. Optimist.
Creative strategist for culture, heritage & landscape.
I work on two levels. I create experiences that can be felt today, and I develop strategies meant to last. Places, stories, landscapes, and objects are shaped so they can be lived, experienced, and carried forward.
The aim is connection: with the past and the future. Sometimes that sparks excitement. Sometimes it deepens a bond, touches a nerve, or opens something unexpected.
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My services
Experience-led strategy
I develop strategies that focus on how culture, heritage and landscape are experienced, helping places move forward without losing what matters.
Brand strategy, experience strategy, positioning, service design
Meaningful experiences
I turn ideas into experiences that engage. From bold public areas and interactive products to quiet, sensory interventions.
Concepting, product design, interactive design, spatial design
Talks & workshops
I love to teach and speak about experience design, curiosity, and design: helping others think differently and act with purpose.
Keynotes, workshops, masterclasses, mentoring
Work
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.