New Year's event 2027

You're warmly invited to our New Year's event on Thursday 21 January 2027 at Beeld & Geluid in Hilversum. During this festive afternoon, keynote speaker Victor Mids, illusionist and mentalist, will show just how easily our brains can be deceived.

What’s still real?

Our New Year’s event is about more than welcoming 2027. It’s also an opportunity to explore a question that’s becoming increasingly relevant: what’s still real in the age of generative AI? With just one prompt, anyone can create an image, voice recording or video that’s almost impossible to distinguish from the real thing.

Few people understand the pitfalls of human perception as well as Victor Mids. During his keynote, you’ll experience firsthand how quickly we believe what we see and hear. He’ll also explore what this means in a world where images and sounds can no longer be taken at face value.

Museum visit included

From 12:00 PM, you can visit the Beeld & Geluid Museum free of charge. Why do we believe what we see? And how can we tell what’s real and what isn’t? Step into the world of television, radio and news, and discover how images and stories influence us. You can register for the event using the form further down this page.

Good to know
Not planning to visit the museum? You’re more than welcome to join us from 2:30 PM for the welcome reception.

Festive drinks and street food dinner

After Victor Mids’ keynote, there will be plenty to talk about. From 5:00 PM, you’ll have the chance to continue the conversation over drinks and a street food dinner.

Street food is more popular than ever! Think of the best of a food truck festival, with small dishes from around the world that are easy to enjoy while you mingle. Move around freely, try a bit of everything and sit down with whoever you like. It’s the perfect opportunity to catch up, meet new people and raise a glass to 2027.

Programme

12:00 – 2:00 PM – Visit to the Beeld & Geluid Museum (registration required)

2:30 PM – Welcome reception

3:00 PM – Welcome by NorthC’s Managing Director

3:30 PM – Keynote Victor Mids: Truth or illusion?

4:45 PM – End of the main programme

5:00 PM – Festive drinks and street food dinner

7:30 PM – End of event

Register

Once you’ve registered, you’ll receive a confirmation email. If you don’t receive it, please check your spam folder and add us to your safe senders list. We’ll send you a few more emails with additional information before the event. We look forward to seeing you!

Speakers at the event

Victor Mids

Illusionist & Public Speaker

Victor Mids is a Dutch illusionist, television presenter and qualified medical doctor. He is the founder of ‘neuromagic’, a unique approach that combines illusionism with psychology, medicine and insights into how the human brain works. After graduating from medical school, he chose not to pursue a career in hospital medicine. Instead, he decided to explore the blind spots of the human mind.

He became widely known in the Netherlands in 2015 through the award-winning AVROTROS television programme MINDFCK, which he created together with director Oscar Verpoort. In the programme, he performs seemingly inexplicable psychological experiments on the street and with well-known Dutch personalities. The show also has an educational side, as Mids regularly explains the neurological principles behind his illusions.

Alongside his television work, Mids has co-authored several successful books, including the interactive bestseller MINDFCK. He is also a regular speaker at corporate events, where he demonstrates how subconscious influence and neuromarketing work in practice.

Location: Beeld & Geluid, Hilversum

Our New Year’s event 2027 will take place at Beeld & Geluid on the Media Park in Hilversum. The institute has been housed in this striking building, designed by Neutelings Riedijk, since late 2006. Its colourful glass façade was created by graphic designer Jaap Drupsteen. He selected 768 images from the collection and transformed them into abstract designs across 2,244 glass panels, each with its own relief and colour pattern.

Inside, the atrium connects the entire building, from 16 metres below ground to 26 metres above it. From the ‘canyon’, you can look down five floors into the archive storage areas. This is also where the data storage robot preserves the institute’s digital heritage.

High above the atrium, the Media Museum appears to float. Since reopening in 2023, it has offered five interactive zones where you can discover how media works. Create your own news story, step in front of the camera as a reporter or build a game.

Getting there

Travelling by train? Beeld & Geluid is located directly opposite Hilversum Media Park railway station.

Coming by car? You can park in the Beeld & Geluid car park. The entrance is immediately after the building on your left. When you arrive, the NorthC event team will provide you with an exit ticket. Please note that the car park has a maximum vehicle height of 2 metres. Two charging points for electric vehicles are also available.

Address
Beeld & Geluid
Media Parkboulevard 1
1217 WE Hilversum

Plan your route

Watch the aftermovie of our New Year's event 2026

CORPUS Oegstgeest

Our previous New Year’s event took place at CORPUS in Oegstgeest. Professor Erik Scherder took more than 200 guests on a fascinating journey through AI, the human brain and the importance of physical activity. Watch the highlights in our aftermovie.