NeighbourhoodAmsterdam South (near RAI)
Interactive Social Media Experience
The Upside Down Amsterdam
Step into a 1,500-square-meter playground of mind-bending illusions and vibrant Dutch culture, designed specifically for the perfect social media shot.
Best forSocial media fans, families, and groups
Plan for1.5 to 2 hours
Worth knowingEurope's largest Instagram museum
The New Dutch
A Surreal Journey Through Modern Holland
The Upside Down Amsterdam is not a traditional museum; it is a sprawling 1,500-square-meter interactive experience that invites visitors to become part of the art. With 25 differently-themed rooms and decors, it holds the title of the largest Instagram museum in Europe. The attraction is built around the concept of 'The New Dutch,' showcasing contemporary culture through a lens of playfulness and surrealism.
Each room is designed to challenge your perception of gravity and space. From mirrored disco halls to rooms where the furniture is bolted to the ceiling, the venue provides a continuous stream of photo opportunities. It serves as a bridge between a digital art gallery and an indoor playground, making it a popular destination for those looking to capture unique content for social media while exploring Dutch identity.
Concept
Redefining the Museum Experience
Launched as a response to the growing demand for immersive and shareable experiences, The Upside Down was highly anticipated even before its doors opened. It was designed to move away from the 'do not touch' rule of classic galleries, instead encouraging visitors to interact with every installation. The focus is firmly on the present, celebrating modern Dutch icons, music, and design rather than historical artifacts.
The venue was constructed to accommodate large groups and high-volume photography, ensuring that each of the 25 rooms offers a distinct aesthetic. By blending entertainment with cultural storytelling, it has established itself as a key player in Amsterdam's modern attraction landscape, catering to a generation that values experiential and visual storytelling.
Must-See Sets
Gravity-Defying Rooms and Immersive Decors
Royal Illusion
The Royal Room
Experience life from a different perspective in this upside-down suite. With furniture fixed to the ceiling, you can pose for photos that make it look like you are walking on the roof of a grand Dutch palace.
Sensory Play
The Pool
Dive into a massive ball pit illuminated by colorful lights. This installation is a favorite for capturing high-energy, playful shots in a sea of vibrant colors.
Artistic Tribute
The Mondriaan Room
Step inside a three-dimensional interpretation of Dutch painter Piet Mondriaan's work. This room uses bold primary colors and geometric lines to create a striking, abstract backdrop.
The Experience
What to Expect During Your Visit
Arrival
Check-in and Lockers
Upon entry, visitors are encouraged to use the available lockers. Since the experience is highly physical and requires constant photography, traveling light is essential for getting the best shots.
Flow
Room-to-Room Exploration
The museum follows a specific path through 25 rooms. Take your time in each set to find the best angles; the staff are often available to help explain the best way to pose for the intended illusion.
Finale
The Cafe and Shop
The experience concludes in a themed cafe and gift shop. The cafe continues the aesthetic with colorful drinks and snacks, providing a space to review your photos and relax after the tour.
Visual Storytelling
Capturing the New Dutch Culture
The Upside Down is designed to be seen through a camera lens. The lighting in each room is professionally calibrated to ensure that photos taken on smartphones look high-quality. Beyond the gravity-defying sets, you will find installations featuring mirrored disco balls, neon lights, and digital art that reflects the vibrant nightlife and creative spirit of modern Amsterdam.
Visitor Info
Planning Your Visit
To ensure a smooth experience, it is recommended to book tickets in advance, as time slots can fill up quickly, especially on weekends. The museum is fully accessible and designed to accommodate visitors of all ages, though children must be supervised.
Official websiteTickets
Admission Requirements
Every visitor must hold a valid admission ticket. Be prepared to show your ticket or discount voucher to staff or security officers upon request.
Parking
Driver Discounts
For those arriving by car, there is a parking garage located directly under the museum. Visitors can often benefit from discounted parking rates.
Bookable experiences
Experiences around The Upside Down Amsterdam.
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Getting There
Location and Transport
The Upside Down Amsterdam is conveniently located in the south of the city, near the RAI Amsterdam Convention Centre. It is easily accessible via public transport; the Europaplein metro station (Line 52) and the Amsterdam RAI train station are both within short walking distance of the entrance.
Common Questions
Frequently Asked Questions
How long does a visit typically take?⌄
Most visitors spend between 1.5 and 2 hours exploring the 25 rooms and taking photos.
Is the museum suitable for children?⌄
Yes, the museum is designed for all ages and offers a playful environment that is very popular with families.
Are there lockers available?⌄
Yes, the venue provides lockers so you can store your bags and coats while you explore and take photos.
Can I buy food and drinks inside?⌄
There is a themed cafe on-site where you can purchase colorful snacks and drinks after you have finished the experience.