In the 1900s the BAUHAUS movement played a significant role in inspiring decades worth of modernist architecture. Fast forward to the mid-1990s, the last phase of the construction of large-scale suburban neighbourhoods started and were known as VINEX housing estates. These developments aimed to expand urban regions to prevent urban sprawl, among which is Brandevoort, Helmond.
Brandevoort shows a renewed interest in traditional architecture and is branded as a traditional Dutch town by stakeholder like the real estate developer (Nieuwbouw Helmond, 2025). However, this history thesis researches whether the architectural experience is coherent with how it is branded. The following research question will be answered: how does Brandevoort employ architectural historicism and place-branding strategies to construct a form of “fake” heritage and what does this mean for future urban development?
The research will be informed by literature, analysis and a series of interviews and surveys.
I will look at how Brandevoort has been marketed and how this relates to the experience of visitors.
The research concludes that the historical aesthetics have been successfully implemented and create a historically convincing appearance. Yet, the urban design lacks the historical intricacy of older Dutch cities, due to contemporary needs for larger plots and wider streets. This creates a mismatch with the perception and experience of
Brandevoort.
Nevertheless, Brandevoort’s use of historical elements evokes a feeling of nostalgia because people recognize it and identify with it. This is a solid foundation for creating a sense of community. This is also where the place-branding of Brandevoort has been successful.
For the historic perception to align with the experience, the urban structure must be designed according to how historic cities were designed in the past. Therefore, designing a new “historic” town must not only reintroduce historical elements, but it must design the space, like it was used in history. This means designing intricate small streets solely meant for pedestrians and small narrow housing on small plots.
In combination with the creation of community, developments like Brandevoort will be successful in creating a new “historic” town, because the experience feels as historical as the space is perceived.