To celebrate the city's 750th birthday, Amsterdam in Motion, which is described as a city marketing experience, has created the world's largest maquette (scale model) to immerse visitors in the city's history but also explore how visitors can build the city of tomorrow.
Visitors embark on an time-traveling journey through Amsterdam's history, a city in development since 1275, across a 200m² maquette with over 30,500 individual buildings.
The maquette is brought to life with spatial projection mapping, using hundreds of historic images that are brought to life with AI.
The visual spectacle is delivered by 18 projectors, visualising the journey on the maquette and the entire surrounding space, and complemented by an immersive spatial sound experience.
Amsterdam in Motion also offers an interactive exhibition on the upper floor. The show and exhibition share the same mission: to present the city in all its facets. Whereas the model takes the visitors on a 15-minute time travel through Amsterdam's history and present-day dynamics, the upper floor looks towards the future: exploring how citizens, businesses and authorities repeatedly make ongoing choices about sustainability, housing, diversity and liveability. Through an interactive orientation, visitors are invited to discover their own role in shaping the city's future.
Victor Knaap, chief revenue officer EMEA at digital marketing company Monks, says: "Amsterdam in Motion is an unparalleled, immersive multimedia experience that represents a game-changer in city marketing. Its adaptive and enduring nature, centered around a maquette and its projected multimedia content, allows for incredible variation and can evolve alongside the needs of the city and its citizens, offering endless possibilities. This elevated approach to city marketing is a source of inspiration for any government, particularly in today's world of sky-high expectations for engagement and experiences."