About this theme

The creative industry is a dynamic sector that encompasses a large number of sectors, such as architecture, industrial design, fashion, gaming, media, cultural heritage and so on.

The research areas are equally diverse. Research is being conducted into serious gaming, brain-computer interfacing, the changing role of culture due to the increasing technologisation of the various media, management and opening up of cultural heritage with the aid of new techniques, new models for dealing with intellectual property and new forms of partnership and open innovation.

The Netherlands play a prominent international role in fields such as architecture, gaming, (new) media, design and various performing arts. The creative industry is one of the fastest growing sectors in the Dutch economy. This offers great opportunities but also raises previously unencountered questions. The creative sector works in a different way than more traditional sectors. Old theories have no explanatory or predictive value here; for that, we need new models. Research within the NWO theme Creative Industry can provide these models, answer questions, solve problems and stimulate innovation.

Within this theme, NWO promotes collaboration between researchers, designers, heritage managers, artists and entrepreneurs, between universities and colleges and public and private partners, and between different scientific disciplines. For example, chemists and materials scientists are joining forces with art historians to develop new methods for seeing through the layers of paint on old masters. Behavioural scientists and software developers are conducting research into the flawless and convincing imitation of human behaviour in serious games. Researchers in the humanities are studying the changing media behaviour of the consumer under the influence of digital and social media. And legal researchers areĀ  addressing the issue of intellectual property in an increasingly digital environment.

Behavioural scientists and software developers are conducting research into the flawless and convincing imitation of human behaviour in serious games. Researchers in the humanities are studying the changing media behaviour of the consumer under the influence of digital and social media. And legal researchers are addressing the issue of intellectual property in an increasingly digital environment.


Top sector Creative Industry

The Dutch cabinet has designated nine top sectors in which the Netherlands is a world leader and that the government will specifically focus on together with industry and researchers.