Culture *Coded lab : a two-day masterclass · 12ANTWERP · Fri 20.11 & Thu 03.12
Culture*Coded LAB:
inside the minds, behaviours and worlds of consumers and futureproof brands
The two-day masterclass on consumer shifts, trends & brand growth. There's a new consumer code : this is where you learn to understand it, work with it, and turn it into marketing that grows your brand.
What can you expect?
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2 days on consumer shifts, trends & microcommunities and what to do with them
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Kristel Vanderlinden, Billie Gielen, Rein Meirte, Aster Breekweg & Peter van Wijnaerde
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Exclusively limited seats: designed for 25 brand builders & marketers
€1,695 -excl. VAT · limited seats - early bird till October 16
[01] Why this series
Your consumer changed. Your playbook didn't.
Forget the word "culture" for a second. This is about consumer behaviour, and it's shifting faster than most marketing plans can follow. New communities decide what's cool before your research does. Younger audiences buy on completely different signals. And the zeitgeist brings new insights and opportunities
There's a new consumer code. The brands that grow are the ones that learned to read it first, and that turn cultural capital into commercial value instead of renting attention.
Culture *Coded Lab teaches you to crack that code: the research, trends and insights behind today's consumer, and the microcommunities and fandoms that carry brands into new markets. Then we put it to work with Brand World Building, our model for turning a brand into a world people want to belong to. You'll work with lore and rituals, artefacts and symbols, the tribes that make it theirs, and the stories and collaborations that make it grow. It's why Burberry owns the rain and why Tony's Chocolonely breaks its bar unevenly on purpose. And it's how you give your own brand that same pull.
We work with cases you actually know, from Tout Bien, Average and Zeeman to Rhode, Burberry and Liquid Death: why the best brands do it, and how you apply it to your own.
This isn't a class of listening. It's a lab of doing. Every talk feeds the World Building Lab, so over two days you build your own brand world, layer by layer, and take it home.
Who joins?
Brand & marketing directors, CMOs, strategists, founders and agency creatives; anyone whose job is to grow a brand in a market that changed faster than the marketing plan, and who refuses to keep renting relevance through media spend.
The new marketing playbook
Read
Consumer shifts: the research, trends and insights behind changing behaviour. What's really moving your market, before it shows up in your sales numbers.
Target
New audiences: replace demographics with microcommunities, fandoms and future personas like Gen Z, Gen Alpha or the overlooked affluent 50+. Who carries your brand next, and how do you turn them into fans?
Write
The new playbook: turn insight into marketing: positioning, storytelling with the Brand World Building model, and collaborations as a growth driver.
"Cultural capital is one of the most valuable and sought-after assets in modern business but very few understand how it is created, or how it translates into long-term relevance and commercial results."
ANA ANDJELIC, THE SOCIOLOGY OF BUSINESS
-> That's the gap this masterclass closes.
[02] Why join
Leave with work done. Not just notes.
6
Labs
The Trend Lab, The AI Lab, The Microcommunity Lab, The Storytelling Lab and The Past · Present · Future Lab. They're held together by the World Building Lab, where every insight becomes work on your brand.
2
Days, one journey
Two weeks apart, with a field assignment in between. You decode the new consumer in November, test it in the real world, and finish building your brand world in December.
1
Brand world, yours
Four World Building Lab sessions, one model: lore and rituals, artefacts and symbols, the tribes that make it theirs, and the stories and collabs that make it grow. You start it in the room and take it home.
25
Seats, max
One circle, no cliques. A curated group of brand builders, marketers and founders, guided by Kristel Vanderlinden, Billie Gielen, Rein Meirte, Aster Breekweg and Peter van Wijnaerde. Your next collab may be sitting next to you.
[03] Your guides
You'll be in great hands.
Peter van Wijnaerde
CMO Springbok Group, historical brand expert
Closes the series with the keynote on brand mythology: why the most loved brands are built like lore and how yours can be too.
Kristel Vanderlinden
Host · Cultural Strategist & Futurist
Founder of Futurekind and Belgium's first femtech futurist. 30+ years decoding culture, identity and consumer behaviour; author of Evalutie. She connects cultural foresight with real-world brand strategy: sharp, original, actionable.
Billie Gielen
Ideation Master - coach
Creative strategist and facilitator known for transforming complex cultural signals into concrete ideas : fast, focused and genuinely fun.
Rein Meirte
Vibe Coding · Tech inclusivity specialist
Tech girl, Forbes 30 under 30 and co-founder of Clusity, the biggest network of women in tech. Teaches you to build your own insights/trends machine. No coding experience needed.
Aster Breekweg
Social Storytelling · Club Gewoon
Social media expert on how culture actually travels through platforms today and how brands can participate with intent instead of noise.
[04] Book your place
Your seat in the Lab
2 days inside the minds, behaviours and worlds of consumers.
One journey, both days, all four World Building Lab sessions. Max. 25 seats.
CULTURE *CODED LAB
Fri 20.11 & Thu 03.12.2026 · 12ANTWERP
€1.695per person, excl. VAT
Early bird €1.495 until 16 October
Group rates: from 2 seats −10%, from 5 seats −20% (not combinable with the early bird).
Private edition for your team possible: inquire here. All prices excl. VAT.