Legacy
From the very first set builders in the 1950s to who we are today, 75 years of craftsmanship, passion, and evolution behind the scenes of your brand.
Our story didn't start with a grand plan. It started with people who loved what they do. In 1951, a small team of set builders brought stories to life in the studios of Dutch television, one carefully crafted set at a time. Over the decades, our name has changed. Our craft evolved. But our commitment to quality, precision, and putting your brand first never did.
1951 - The beginning
Dutch television was taking its first steps, and so were we. In 1951, the set-building department of the NTS (Nederlandse Televisie Stichting, now NOS) was founded on the Plaggenweg in Bussum. The sets are built on the studio floor of Studio Irene, a simple start, but with a lot of passion and hard work. The team works day and night, seven days a week, to make sure every set is ready in time for broadcast.
As television grows, the team grows too. More skilled craftsmen join, creating specialised teams for carpentry, scenic painting, set decoration, upholstery, and props. Together, they help bring every television story to life.
In 1956, we move to the former Ambachtsschool, close to Studio Irene and Studio Vitus. More space and another step forward alongside the Dutch television industry.
The hands that built those early sets worked with cardboard and simple light bulbs, seen only in black and white on screen.
1960 - Room to grow
A decade later, the team has outgrown its original workspace. In 1960, the entire department moves from Bussum to a former carpet factory on Kampstraat in Hilversum. For the first time, all workshops are brought together in one place, a central woodworking hall, a large painting studio, a pre-assembly hall, an upholstery workshop, props storage, offices, and a staff canteen. With more space and better facilities, the team is able to build bigger and more complex productions than ever before.
In 1967, colour television arrives. From then on, sets are built for both black-and-white and colour broadcasts.
1972 - Moving to the Media Park
In 1972, the department moves to its permanent home: Media Park in Hilversum, where it continues under the name NOS Dekor. The team covers a wide range of specialist groups: machine woodworking, carpentry, decoration, painting, metalwork, a plaster department, chemistry, upholstery, light decoration, floral decoration, props, a furniture warehouse, a lamp warehouse, costume props, a textile warehouse, and weapons.
1988 - NOB Decor
When the NTS privatises its facilities, the set-building department continues independently as NOB Decor, together with designers from the former set design department. At that moment, it becomes the market leader in set construction for television, theatre, and events. Commercial television is booming, productions are getting bigger, and the demands on the craft are growing fast.
With privatisation comes a new reality. Broadcasters are no longer required to use NTS/NOB and can choose other suppliers. From that moment on, NOB Decor operates in an open market and competes with external companies as well.
2005 - United Decor
2005 brings a new chapter. NOB Decor joins United Broadcast Facilities, a European group of broadcast facility companies, and continues under the name United Decor. The goal is straightforward: keep the company going and hold on to the knowledge and skills that have been built up over the years. The leaner organisation carries on until 2010.
TV technology develops fast. Higher resolutions and better cameras pick up every little detail, raising the bar for quality. Precision and clean finishing become essential, and the work grows closer to interior construction.
2011 - Hollandse Handen
By 2011, the changes in the industry lead to new investments: new machines, new ways of working, and teams trained in new skills. Technology plays a much bigger role in set building, LED lighting, built-in screens, and moving LED elements become a normal part of set design. Sometimes they even become part of the show itself, with screens or doors that open and close during a live production.
As digital design and LED integration grow more important, a new name is introduced. One that reflects what has always defined the company: skilled hands, creative thinking, and the drive to keep improving. Hollandse Handen, Dutch Hands, is a nod to craftsmanship and custom-built work.
2015 - Unbranded
Since 2015, we are Unbranded. The name says it all, it's not about us, it's about you. We work behind the scenes so your brand can take center stage.
From the Eurovision Song Contest to gaming events and artist shows across Europe, Unbranded grows into a trusted European partner in high-end set construction. Today, we operate from a 16,500 square meter workshop at the Media Park in Hilversum, the size of two and a half football pitches. A team of 50 specialists, from carpenters and welders to decorators and project managers, brings creative ideas to life under one roof. Fast, efficient, and built for broadcast, live events, and location-based entertainment.
2026 - 75 years
With 75 years of experience as our foundation, Unbranded looks ahead. In the coming years, we focus on further growth in the Netherlands and across Europe, in broadcast, live events, and location-based entertainment. Craftsmanship, technology, and experience come together to bring productions to life for agencies, brands, and creators of television and events.
The enthusiasm is the same as it was in 1951. The craftsmanship has grown with every decade. And the journey is far from over.