Share the Vibe: Niels Hoebers
"Ten years ago, I started here as a student, and I was sure I would leave as soon as I graduated. But in the meantime, so much has happened. The city’s DNA is completely compatible with mine. Eindhoven has sunk into my bones.
I can think of no other city that could offer me everything I have found here. That mix between innovation and the human factor is magnificent. Cities are like amusement parks. I feel that many cities try to label themselves, and those labels aren’t always a good idea. But Eindhoven’s identity comes from within, making it a natural, reliable one."
"The big pitfall for Eindhoven is that the city becomes too divided. That innovative and the human aspects drift apart. Of course, it's okay for a city to be ambitious. Still, those ambitions should always reflect the main thrust of its inhabitants. By building bridges between different groups, we can avoid drifting apart. It will ensure we all understand each other and allow us to continue working together on the ongoing plans for the city."
About the campaign
"My thoughts were all over the place when I got this assignment. Visualizing my take on the city within such a short space of time - well, that's easier said than done. I'm a natural critic, and I wanted to avoid using clichés."
"It was tricky to have total freedom because I prefer working with a clear guideline. I had to find my handle on the whole thing. So I went back to the start, to the drum ’n bass parties that drew me from my own small town to Eindhoven. For me, the rhythm of that music represents the city’s energy. Furthermore, the mentality of Brabant is combined with some futuristic influences here. That’s how I came up with the UFO creating the city and setting it in motion—creating icons at breakneck speed."