year: 2010
site: City Centre, Veldhoven
status: on hold
commission type: unsolicited
collaborators: De Schalm Theatre
team: Marc van Asseldonk, Auguste van Oppen

Early 2010, O+A investigated the developments surrounding the City Centre of Veldhoven, a suburb of Eindhoven. The existing urban plan foresaw the development of apartments and expansion of the regionally relevant theatre De Schalm. Investigation into finances and the development process pointed out that the existing design had come into being without the reassessment of goals and preconditions with the advent of changing circumstances. The resulting Gordian Knot has led parties to consider the complete abandonment of the project.

O+A analysed all stakeholders’ interests in order to unravel the Knot, which led to a rather elementary but rigorous spatial intervention. The strategy entails the complete demolition of the existing theatre in favour of a new and modern theatre placed along the center of the square. The intervention creates a spatial motivation for the market to invest in the development. More revenue is generated by introducing a new retail typology to the City Centre. Synergy is pursued between different programmatic elements, allowing investors to capitalize on the shopping crowd’s extended stay in the area. On the cost side of the development, the bloated volume of the project is drastically reduced.

Using the theatre as a provocation, a new spatial quality is proposed for the heart of Veldhoven. The spatial and economic model was received enthusiastically by parties involved.