Out of the Fire and Into History: NBC Conference Center's Award-Winning Conferencing Reinvention
Rising from the ashes – A story of vision and innovation
On a tragic September day in 2022, the NBC Conference Center in Nieuwegein, the Netherlands, suffered a devastating fire. Flames roared through the beloved venue, reducing its elegant event halls and meeting spaces to rubble. Known as a premier destination for large-scale events in the Netherlands, NBC Conference Center was left with little more than memories and ashes.
Yet, from this moment of despair emerged an opportunity for reinvention. NBC Conference Center, a family-owned business deeply woven into the Dutch event industry, seized the chance to turn loss into possibility. They envisioned not merely a rebirth, but the creation of a state-of-the-art facility tailored for the future. With this ambition in mind, NBC Conference Center rallied GPA’s Dutch team, AVEX, to spearhead the project.
This collaboration exemplified AVEX’s expertise and showcased GPA’s role as the global leader in delivering innovative audiovisual (AV) solutions for multinational enterprises. Together, they transformed destruction into triumph.
Les Challenge
Before and after – The journey of transformation
Before the fire, the NBC Conference Center was known as a popular venue that often led the way in innovation. It was the first business venue to introduce 3D projection décor, for example. Its community loved it. After the devastation, the opportunity arose to completely reimagine the space, focusing on modernity, flexibility, and innovation.
The rebuilt NBC Conference Center offered:
- Advanced, fully integrated AV systems for unrivaled customization.
- A visionary AV-over-IP ecosystem delivering seamless connectivity.
- Revamped meeting rooms and event halls equipped with the largest 3D projection decor in the Netherlands.
The stark contrast between its pre-fire setup and the new design emphasizes how far NBC Conference Center and AVEX went in crafting a truly visionary space.
NBC Conference Center envisioned a conferencing powerhouse for today’s needs and tomorrow’s demands. Their goals were ambitious:
Key Deliverables:
- Futureproofing: They sought to design a highly flexible venue that could adapt to the fast-changing demands of the AV and conferencing industry.
- Exceptional Experiences: They aimed to immerse up to 3,000 event attendees in a seamless experience, from hospitality to cutting-edge event technology.
- Operational Excellence: NBC Conference Center wanted centralized tools to manage lighting, sound, video, and communication across 24 meeting rooms and two XL event halls.
AVEX became the architect of these ideas, leveraging GPA’s global expertise in future-proofing spaces for world-class enterprises.
Project Execution:
AVEX, part of GPA’s worldwide network, brought together creativity, engineering, and cutting-edge technology to make NBC Conference Center’s vision a reality. The following groundbreaking features became the cornerstone of this transformation:
- AV-over-IP Ecosystem: The custom-designed AV-over-IP setup allows any network port to act as an audiovisual connection, granting unmatched flexibility for event configurations. Every aspect of the venue’s AV network is interlinked from projectors to controls, ensuring smooth operations.
- Centralized Master Control Room: A single control room oversees and integrates operations across the facility. Changes to lighting, content, and room setups can be made remotely, streamlining event management like never before.
- 3D Projection Decors and LED Pillars: The revamped event halls feature the largest 3D projection screen decor in the Netherlands, spanning an astonishing 45 meters. Six-meter-high LED pillars in the hospitality lounge were added to display custom branding, enriching the ambiance for guests.
- Web-Based Operating System: AVEX introduced a tailored HTTP-based management system, making it easier for banquet managers to prepare events, configure live streams, and manage presentations.
Through collaboration with industry leaders like Crestron, Netgear, LG, and others, every solution was purpose-built to meet NBC Conference Center’s ambitious goals.
Alignment of all stakeholders, tight timelines, and ensuring unified execution were some of the toughest challenges AVEX faced. Delivering such an ambitious project within 18 months, culminating in NBC Conference Center’s grand reopening in March 2024, highlighted GPA’s strength as a global integrator capable of managing complex, high-stakes endeavors.
Recognition and reward – A victory acknowledged
NBC Conference Center’s transformation did not go unnoticed. The project earned global acclaim, winning the 2025 InAVation Award in the Venues & Event Spaces category at ISE in Barcelona. Competing against exceptional projects from the United States, the UK, Hong Kong, and India, NBC Conference Center rose to the top as an example of innovation and excellence.
The competition in this category was fierce, with world-class projects like Clair Global’s Intuit Dome in the USA and Stouenborg’s Dansehallerne in Denmark among the impressive entries. AVEX’s work stood out for its ingenuity and flawless execution, affirming its reputation as a leader in AV innovation.
Watch the video:
NBC Conference Center CEO Justin van Hooijdonk perfectly encapsulated the project’s spirit: “With our full-service concept, we focus on a unique event experience for the guests. Down to every detail, they must feel welcome here. They must feel immersed in that experience. All audiovisual elements herein come from the creative and technical quivers of AVEX.”
The award reflects the strength of the AV solutions and the collaboration and trust between NBC Conference Center and AVEX, built on years of partnership.
Crafting your future-forward hybrid spaces
The NBC Conference Center story demonstrates what’s possible when vision, collaboration, and cutting-edge technology converge. GPA knows how to transform spaces from family-run businesses to multinational enterprises with future-proof solutions.
Don’t wait for a crisis to rethink your event or office spaces. With GPA as your trusted partner, you can redefine your workplace anytime and anywhere. Schedule a consultation today and start designing the hybrid space your business deserves. Take the first step now and contact us right away.
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