The ambition of Tilburg
Tilburg is developing De Rode Draad (The Red Thread) as a continuous narrative running through the city. Not a fixed route, but a flexible network of approximately 90 locations where Tilburg’s past, present, and future converge. From textile heritage to creative hotspots and makers' spaces, the thread demonstrates how Social × Experimental = Creation forms the DNA of the city. The concept is designed to be accessible - requiring no preparation and no app installation - allowing anyone to discover what makes Tilburg unique simply by walking.
The role of Loook
Loook supports this development with a white-label, web-based solution that fully aligns with the branding of De Rode Draad and the city. Stories will soon trigger automatically as someone walks past a location, ensuring the route is not just followed, but truly experienced.
Beyond the technology, Loook contributes to the activation strategy: from QR-code displays and printed materials to city-wide campaigns and business engagement. This makes De Rode Draad easily discoverable for visitors while allowing local entrepreneurs and cultural partners to connect with the city's narrative.
Future & integration
Tilburg is working on recognizable wayfinding that will physically guide visitors through the city, seamlessly connecting with the digital experience. In the future, De Rode Draad can be expanded with themed routes, makers' stories, temporary events, and educational paths. Because Loook is scalable and flexible, the city can easily add new stories and locations. In this way, De Rode Draad grows alongside Tilburg, sustainably strengthening identity, experience, and the local economy.
