Next to an enlightening vision on Melvin the Machine by one of it's professors, we will dig deeper into what makes cities become cultural magnets. Eindhoven has recently developed a new strategy with which it will have to become one of the top ten creative innovation regions in the world in ten years. Is that possible? And what needs to be done to achieve this? Citymarketing specialist Erik Braun, connected to the Erasmus University and elderman Joost Helms with citymarketing in his portfolio will have a discussion about this. Connecting link between these two topics is an animationmovie and short interview with MU’s new artist-in-residence Einar Baldvin form Iceland. The evening promises to be a creative one.