A new benchmark for immersive city marketing has been set with the launch of an unprecedented experience celebrating a major urban milestone. Together with the City of Amsterdam and a broad coalition of partners, Monks - S4 Capital's global digital operating brand - has launched Amsterdam in Motion. This groundbreaking experience, opening on the city's 750th birthday, features the world's largest multimedia city maquette, immersing visitors in Amsterdam's rich history and inviting them to explore how to build the city of tomorrow.
Quick Intel
Monks and partners launch the Amsterdam in Motion immersive experience.
The centerpiece is a 200m² maquette with over 30,500 individual buildings.
It uses AI and spatial projection mapping with 18 video projectors.
The experience celebrates Amsterdam's 750th birthday and its evolution since 1275.
An accompanying campaign, '750 Years in the Making,' supports the launch.
The project is designed to be adaptive and evolve with the city's future.
A Time-Traveling Journey Across a Living Maquette
Amsterdam in Motion allows visitors to embark on an extraordinary journey through the city's 750-year history. The experience is centered on a massive 200-square-meter maquette containing over 30,500 individually crafted buildings. This physical model is brought to life as a dynamic canvas through spectacular spatial projection mapping. Hundreds of historic images are animated using AI, with the visual spectacle delivered by 18 state-of-the-art video projectors that cover the maquette and the entire surrounding space, all complemented by an immersive spatial soundscape.
A New Paradigm in Adaptive City Marketing
The project represents a significant evolution in how cities can engage citizens and visitors. Unlike a static exhibition, Amsterdam in Motion is designed as a flexible platform. The maquette and its projected multimedia content can be updated and varied, allowing the narrative to evolve alongside the city itself. "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," said Victor Knaap, Chief Revenue Officer EMEA at Monks.
A Collaborative Celebration of Civic Pride
The opening is supported by a creative campaign titled '750 Years in the Making,' also created by Monks. The campaign uses online videos and (D)OOH to introduce the people who have shaped Amsterdam, conveying the message that the city is never finished. The content for the experience itself was developed by the Amsterdam Museum, fulfilling its core function of sharing the city's narratives. This collaborative, permanent project stands as a testament to Amsterdam's pride, creativity, and capacity for change, offering a new way to experience urban history and imagine its future.
Amsterdam in Motion successfully transforms city marketing from a passive presentation into an active, evolving conversation. By leveraging cutting-edge technology to tell a deeply human story of growth and community, it creates a powerful model for how cities worldwide can celebrate their heritage while engaging the public in a dialogue about their shared future.
About Amsterdam in Motion:
Amsterdam in Motion was made possible by a broad coalition of partners, including Westergas Vastgoed C.V., the Stutterheim Family, the Hartwig Foundation, JCDecaux, Rabobank Amsterdam, Port of Amsterdam, and Phanta Vision. And XPEX, ORAM, Amports, BPD Cultuurfonds, Fiction Factory, Dell, Scenexus, Capgemini, AMFI, Amsterdam Institute for Advanced Metropolitan Solutions, Amsterdam University of Applied Sciences, NWO, Maeson, Epson, MassiveMusic, the City of Amsterdam, the Zabawas Foundation, Amsterdam 750, IJsfontein, Shosho, Total Design, Triply, the University of Amsterdam, Arcam, NEMO, and many others. Together they facilitated the creation of a permanent, accessible project that reflects the city's pride, creativity, and capacity for change.
Monks is the global, purely digital, data-driven, unitary operating brand of S4 Capital plc. With a legacy of innovation and specialized expertise, Monks combines an extraordinary range of global marketing and technology services to accelerate business possibilities and redefine how brands and businesses interact with the world. Its integration of systems and workflows delivers unfettered content production, scaled experiences, enterprise-grade technology and data science fueled by AI—managed by the industry's best and most diverse digital talent—to help the world's trailblazing companies outmaneuver and outpace their competition.
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