Two years ago, GreenMax organised the successful first edition of the GreenEvent. On 10 April 2025, GreenMax, FURNS and Den Ouden Organic hosted the second edition of the GreenEvent at the greenest event venue Inspyrium in Cuijk (The Netherlands). It was a day full of valuable insights, new connections, and inspiring conversations around the theme: “Public space: from grey to green.” The programme featured compelling keynotes from Floris Alkemade, Lambert van Horen, and Gideon Maasland. The day concluded with a roundtable discussion between the organising companies and the audience, moderated by event host Caressa Timmermans.
Event chair Caressa Timmermans opened the day with a warm welcome and immediately challenged the audience to respond to three thought-provoking statements —topics that would return throughout the day.
Keynote 1 – Floris Alkemade
Floris Alkemade, former Chief Government Architect of the Netherlands and renowned architect, delivered the first keynote. His progressive vision on spatial planning and sustainability was a valuable addition to the programme. Alkemade introduced us to the Japanese technique of Kintsukuroi – the art of repairing with gold. But how does that translate to public space? He guided us through the art of changing direction: shifting from our changing perception of nature over the past decades to the growing awareness that nature must once again play a central role in our urban environment.
Keynote 2 – Lambert van Horen (RaboResearch Food & Agribusiness)
Lambert van Horen, senior specialist at RaboResearch Food & Agribusiness, is an expert in ornamental horticulture, greenhouse farming, and vertical farming, with deep knowledge of the future of Controlled Environment Agriculture (CEA). In his keynote, he shared an important insight: during the economic crisis of 2008 to 2012, investments in green infrastructure were not cut. Even today, we still reap significant climate benefits from that choice.
Keynote 3 – Gideon Maasland (MVDRV)
Gideon Maasland, director and architect at MVRDV, leads the firm’s studio for large-scale, complex building projects around the world. In the third keynote, he shared his deep expertise in architecture, building methodologies, and the integration of green into densely populated cities. Maasland offered a refreshing perspective on rethinking public space design. Not by asking, “How would my grandparents have solved this in the past?” but instead: “How would my grandchildren approach this in the future?”
Roundtable discussion led by Caressa Timmermans
Do we cling to old systems, or are we ready to integrate green, grey, and blue? Martijn Versluis (GreenMax), Mathijs van Haren (FURNS), and Joris van de Vleuten (Den Ouden) engaged in an open conversation with each other and the audience on this pressing topic. Caressa Timmermans posed sharp questions and raised bold propositions. From heat stress and the dilemma of green versus grey, to urban space constraints, barriers to greening, the need for cooperation in the green sector, returning to the drawing board, and prioritising green in design—no topic was off-limits. The audience actively joined the discussion. Together, we’re truly starting the conversation to make our public spaces greener.
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