How is Brabant? It’s too dry, too crowded, too wet — there’s always something. That’s nothing new. Even Vincent van Gogh, the most famous Brabander in the world, was trying to understand and make sense of the changes in his Brabant 150 years ago.
He grappled with major transformations: the rise of industry, poverty, and increasing pressure on nature. Through his paintings, sketches, and letters, he shared his deep love for nature and humanity — a lasting tribute to his Brabant.
Van Gogh Homeland looks at the state of Brabant through Van Gogh’s eyes: the Brabant of the past, the present, and the future. Can we find a balance between idyllic beauty and progress?
A Multidisciplinary Approach
Van Gogh Homeland is a long-term, multidisciplinary program that draws on Vincent van Gogh’s unique perspective on Brabant and the imaginative power of the hospitality domain. The aim is to engage a wide audience in the major sustainability challenges of our time in an appealing and accessible way.
It was developed to raise awareness and inspire real behavioural change.
Living Lab & Regio Deal
Van Gogh Homeland is part of the Regio Deal Midden-Brabant and functions as a Living Lab. Here, businesses, educational institutions, cultural organizations, artists, and governments collaborate on social and technological innovations.
Avans degree programmes — Commercial Economics, Entrepreneurship & Retail Management, and International Business (all Breda-based) — along with BWNO, are actively involved in this strategic partnership.
Education & Research
Within Van Gogh Homeland, students, lecturers, and researchers work closely together to develop, test, and implement sustainable solutions. This enriches both education and research.
Geertje Jacobs, deputy director of ABE (Academy for Business and Entrepreneurship), emphasizes:
“We believe it’s important for students, lecturers, and researchers to constantly learn from and with one another — grounded in real-life practice. We educate our students by encouraging curiosity and open-minded collaboration across disciplines.”
A Unique Learning Environment
Van Gogh Homeland offers students a truly unique learning environment. It’s a breeding ground where they can apply and deepen their knowledge and skills in practice. They work on real-world challenges and contribute to sustainable solutions for the region. This makes their education not only more relevant, but also more challenging and inspiring.
As one student put it:
“At Van Gogh Homeland, I don’t just learn about sustainability — I learn how to make a real difference in my own environment.”
A Thought-Provoking Programme
The project seeks the delicate balance between nature and progress. By making sustainability challenges tangible and experiential, it encourages behavioural change.
Van Gogh Homeland offers fresh perspectives on sustainable development and creates a vibrant, engaging programme for a wide audience. With infectious energy, it gives space to both dilemmas and solutions — showing that things truly can be done differently.
The Green Cathedral
In spring 2026, the first pop-up experience will be launched in the Tilburg Spoorzone. During this major open-air event, the Green Cathedral will rise — a structure filled with trees and plants.
Creative thinkers, entrepreneurs, students, artists, and researchers will take the public on a journey through imaginative and innovative solutions.
One thing is certain:
To keep Van Gogh’s homeland liveable, we need to roll up our sleeves. With determination and optimism, Van Gogh Homeland strives for a Brabant where people, animals, and nature can truly flourish.
Want to learn more?
Visit the Van Gogh Homeland website.
Have ideas or want to get involved?
Contact:
- Marga Rotteveel (Research)
- Isolde Sprenkels (Education)