By lending art and offering a varied programme of exhibitions and artist talks, Heden aims to bring art, artists and a broad art-loving audience together for inspiring interaction and a deepening experience. Alternately on show are thematic collection presentations and exhibitions of both established artists and up-and-coming talents, such as the winners of the Heden Start Award. This incentive price, awarded annually by Heden to a talented alumnus of the Royal Academy of Art The Hague (aka: KABK), includes a solo exhibition at Heden, general support and business coaching.