The new Madurodam

In Madurodam, visitors explore a miniature version of The Netherlands. For the attraction’s 60th birthday, Madurodam wanted to move the park into the 21st century. NorthernLight was assigned to transform Madurodam into a place where you can actively discover the stories of The Netherlands. “Having fun together” becomes the central part of a visit to Madurodam, due to the interactive touch points created by NorthernLight, that enrich the visitor experience.

Stepping into a miniature world has been a well-known succes formula, as it is an unforgettable experience to see buildings being shrunk to eye-level. To make a visit to Madurodam even more engaging, we proposed to add a whole new layer of experience and hands-on interaction to Madurodam. Load the containers onto the cargo ships in the Rotterdam harbour, fly a plane from Schiphol Airport or operate the Oosterscheldekering. These interactives bring the miniatures and their stories to life, showcasing what makes The Netherlands so special. We extended the customer journey through a special RFID pass that collects all the stories, movies and digital souvenirs that visitors encounter in the park, transforming them into a lasting memory to take home.