The experience begins in the GoToHeaven lift, where a futuristic audiovisual spectacle ushers guests to the 20th floor in 22 seconds. In a symbolic rocket launch, the glass lift propels past 42 horizontal LED strips towards an animated LED screen in the ceiling – a setting that wouldn’t look out of place in a sci-fi film. Beyond the doors awaits the interactive exhibition. Like a minimalistic photo exhibition, concealed programmable monitors display imagery of Amsterdam’s best offerings: heroes, artists and festivals. From Dutch artist and musician Herman Brood to Anne Frank, and from the Milkshake dance festival to Dutch painter Karen Appel. The use of digital content means the material is ever changing and always up-to-date.
Through virtual-reality touchscreens, visitors soak in the view while learning hundreds of intriguing facts about Amsterdam. A projection-mapped model shows the city turn orange on King’s Day, people partying during Amsterdam Dance Festival, and how the canal belt came into being. Completing the experience is the OverTheEdge swing, an attraction in itself. With a palette derived from Amsterdam’s flag and coat of arms, the red-and-black swing set aligns perfectly with the overall brand identity of A’DAM.