Arnold van de Water is a co-founder and director of Concrete Culture, a Dutch organisation that merges art, culture, and technology within urban development projects to enhance social impact and community involvement. At Concrete Culture, Van de Water spearheads innovative initiatives to convert historic and urban spaces into dynamic, immersive hubs that unite artists, technologists, and other creators.
Notable projects include the IX Lab Katoenhuis in Rotterdam and Koelhuis Eindhoven, which focus on immersive experiences (IX) and provide spaces for research, creativity, and public engagement.
Arnold van de Water also serves as the general director at Factorr, a creative agency focused on immersive and experiential design. His career encompasses significant experience in live entertainment, touring exhibitions, and cultural events, anchored in his belief in the transformative potential of immersive storytelling. His efforts are acknowledged as key to fostering growth in the Netherlands’ immersive tech sector by advancing cultural initiatives that address urban issues like gentrification while also creating cultural and economic benefits.
Concrete Culture transforms overlooked spaces into lasting incubators for culture and innovation, creating sustainable community resources. This strategy highlights Van de Water’s dedication to building “immersive experience hubs” that promote artistic expression and social advancement.
Speaking to blooloop in 2021, he said: “If retail spaces want to survive, they must embrace retailtainment. I see it as mandatory. We are living in eclectic times that make the boundaries between industries disappear. Everything has become much more fluid and retailtainment follows this trend. The best way to progress is to break from existing silos, learn from each other and look for synergies.
“We are collaborating to find new forms of collaboration and identifying common ground. It is essential to build internal capabilities within real estate developers and mall owners to curate a leisure mix that goes beyond the usual suspects such as catering.”