What SETUP does

SETUP is a Dutch nonprofit cultural research foundation (Stichting SETUP), founded in Utrecht on April 4, 2010, with ANBI (Algemeen Nut Beogende Instellingen) public benefit status. Operating as a medialab, SETUP produces an ongoing portfolio of projects, exhibitions, workshops, publications, and events designed to make technology's societal impact tangible and discussable for a broad Dutch public. The organization does not build proprietary technology products; instead, it uses existing and experimental technologies — including mesh networks, AM radio, and AI chatbots — as research and artistic mediums for tech-critical projects such as the Facebook Museum (a traveling exhibition on digital heritage), Radio Werkspoor (a hyperlocal AM radio station), and MeshMedia (a mesh-networking project for journalists). Beyond project work, SETUP runs a physical medialab and event space at Nijverheidskade 13 in Utrecht that doubles as a rentable venue for external organizations.

The organization's revenue model is structurally nonprofit: multi-year institutional subsidies from Stimuleringsfonds Creatieve Industrie and Gemeente Utrecht anchor the core budget, supplemented by project grants from cultural foundations (SIDN Fonds, K.F. Hein Fonds, Het Cultuurfonds, SVDJ Incubator, Brabant C, ASML, Centraal Museum Utrecht) and embedded partnerships with festivals (Betweter Festival), museums (Next Nature Museum), and coalitions (PublicSpaces). Earned income streams are modest and mission-aligned: venue rental, event ticket sales (€5–€23.50 per ticket), and merchandise (€8.50–€19.99 per item) ordered via email. Audience reach is horizontally segmented across the general Dutch public, journalists and media makers, artists and creators, and organizations renting space. The customer-facing "GTM" is event-driven and community-led: SETUP engages audiences through workshops, festivals, screenings, social media (LinkedIn, Instagram, Bluesky), newsletter, and frequent earned media coverage in national outlets (NOS, NPO, NRC, Volkskrant, Trouw). Over 15 years, SETUP reports reaching more than 2 million people in the Netherlands across all layers of society, including government agencies, schools, libraries, and a popup at Utrecht Centraal that attracted over 5,000 visitors in one week.

Name

SETUP

Legal name

Stichting SETUP

Website

https://setup.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

SETUP is a Dutch nonprofit medialab foundation (Stichting SETUP) that uses art, exhibitions, workshops, and events to foster critical public discourse on technology's societal impact, serving Dutch citizens, journalists, educators, artists, and cultural institutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Government and Foundation Subsidies: Stichting SETUP receives multi-year funding from Stimuleringsfonds Creatieve Industrie and Gemeente Utrecht. For individual projects, various project subsidies are obtained (e.g., Facebook Museum funded by SIDN Fonds, K.F. Hein Fonds, Elise Mathilde Fonds, Het Cultuurfonds, Centraal Museum Utrecht, Brabant C, ASML; MeshMedia funded by SVDJ Incubator/Stimuleringsfonds voor de Journalistiek).
2. Space and Venue Rental: SETUP rents out its flexible ground floor and themed upper rooms for events, symposia, workshops, performances, screenings, and meetings. The space features movable seating, a sound system, microphones, and a mobile screen with HDMI.
3. Shop Sales (Merchandise and Publications): SETUP sells merchandise including the 'All Hail SETUP' shirt (€19.99), a 15-year anniversary calendar (€15), Facebag (€14.50), Tech Yoga book (€8.50), and the Vaarwel Facebook candle (€14.50). All purchases support Stichting SETUP's mission.
4. Event Ticket Sales: SETUP sells tickets to its own organized events and programs, such as the Robot-peepshow at Betweter Festival (€23.50), the Thomas est Amoureux screening (€11), and the mesh-network workshop (€5). Some events are free or offered at no cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Stichting SETUP is a Dutch nonprofit medialab that creates projects, exhibitions, workshops, films, screenings, publications, and merchandise exploring the relationship between technology and society. Programming covers AI criticism, digital heritage, alternative communication infrastructure, and tech-critical community events. It also rents out its Utrecht eventspace to external organizations.

Product overview

SETUP is a cultural research organization that creates a portfolio of projects, publications, merchandise, and venue rental services to explore technology's impact on society. The core offerings include the Facebook Museum (a traveling exhibition on digital heritage), Radio Werkspoor (hyperlocal AM radio infrastructure), and various events like the Robot Peepshow and Power Hour Ongemsksspier. Publications include the Tech Yoga Boek and 15-year anniversary calendar. Merchandise includes the All Hail SETUP shirt, Facebag, and Vaarwel Facebook Kaars. The organization also rents out its physical space for events and meetings.

Differentiator

Problem solved

Functional benefit

Brands

• Facebook Museum: A museum project created by SETUP to collectively reflect on the legacy of Facebook as a social media platform, opened in 2025

Products and services

• Facebook Museum

Quantifiable outcome

• Reached over 2 million Dutch people across all layers of society over 15 years
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• PublicSpacescoreStrategic or Co-development Partner · 27 August 2024SETUP is a member of the PublicSpaces coalition — a network of public organizations working for an internet based on public values. SETUP is described as the 'newest addition' to this coalition. The membership supports SETUP's mission to advocate for public-interest technology. PublicSpaces co-organized the AI as Trojan Horse event with SETUP. Björn Wijers, an open-source developer associated with PublicSpaces, collaborated with SETUP on the 'manipuleren kun je leren' project.
• De NijverheidcoreOthersDe Nijverheid is the cultural freehaven (culturele vrijhaven) in Utrecht where SETUP has built its premises. Special thanks are extended to De Nijverheid as the host of SETUP's location.
• Bas de MeijerminorOthersBas de Meijer is the photographer whose work features extensively in SETUP's communications and publications. Much of the organization's photography is done by Bas de Meijer.
• Post-X SocietyminorStrategic or Co-development PartnerPost-X Society is a collaborator on the MeshMedia project, which explores mesh networking as an alternative communication infrastructure. Post-X Society organized the mesh-network workshop held at SETUP's venue on 27 August 2026.
• Next Nature MuseumminorStrategic or Co-development PartnerStarting 2026, the Facebook Museum will be housed for 18 months at the Next Nature Museum located in the iconic Evoluon building in Eindhoven. Next Nature director Koert van Mensvoort describes the Facebook Museum as showing 'how vulnerable our digital heritage is.'
• De SienminorStrategic or Co-development PartnerDe Sien film theater co-presented the 'MACHINES & SEKS' double screening with SETUP (Thomas est Amoureux and Ich Bin Dein Mensch), bringing film and discussion about AI and intimacy to audiences.
• Betweter Festival (Universiteit Utrecht, UMC Utrecht, HKU, Hogeschool Utrecht)coreStrategic or Co-development PartnerSETUP is a fixed partner (vaste Betweter-partner) of the annual Betweter Festival, organized by Universiteit Utrecht in collaboration with UMC Utrecht, HKU, and Hogeschool Utrecht. SETUP presents multiple programs at each edition of the festival.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• AI Now Institute: US-based research institute examining the social implications of artificial intelligence. Comparable as a research-driven organization producing critical analysis of technology's societal impact, though focused specifically on AI rather than technology broadly.

Regional players

• De Correspondent: Dutch online journalism platform with a strong emphasis on tech criticism and societal-impact storytelling. Comparable as a Netherlands-based Dutch-language platform covering technology and society topics, though operating as a journalism outlet rather than a medialab.

Broad incumbents

• Mozilla Foundation: Global nonprofit advocating for a healthy internet and trustworthy AI. While much larger and broader in scope, Mozilla shares SETUP's independent, public-benefit orientation toward tech criticism and trustworthy public-interest technology.

Direct peers

• Baltan Laboratories: Eindhoven-based art-and-technology laboratory exploring the intersection of art, technology, and society through residencies, exhibitions, and events. Comparable as a Dutch cultural research lab using artistic practice to interrogate technology's societal implications.
• Tactical Tech Collective: Berlin-based international nonprofit helping individuals and organizations understand technology through research, art, and education. Comparable mission-driven medialab exploring technology's societal impact, though operating internationally rather than in a single national market.
• Waag: Amsterdam-based medialab (formerly Waag Society) doing research and innovation at the intersection of technology and society. Most directly comparable Dutch peer — same medialab format, public-benefit orientation, and focus on tech-society critique via projects, events, and publications.
• V2_ Lab for the Unstable Media: Rotterdam-based center for art and technology, hosting exhibitions, events, and publications on 'unstable media.' Comparable to SETUP as a Dutch nonprofit cultural organization using artistic and critical practice to explore technology and society.
• Next Nature Network: Eindhoven-based research organization exploring the relationship between humans, technology, and nature. Directly comparable mission and a SETUP partner (Facebook Museum will reside at Next Nature's Evoluon building for 18 months starting 2026).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/setuputrecht
• Instagraminstagram.com/setuputrecht

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SETUP