In a bold fusion of history, technology, and storytelling, Monks—S4 Capital’s global digital powerhouse—has teamed up with the City of Amsterdam and its partners to launch Amsterdam in Motion, an immersive city marketing experience that redefines civic engagement.

Unveiled on Amsterdam’s 750th birthday, this project is more than a celebration—it’s a digital time machine. Visitors explore the world’s largest multimedia city maquette, a 200m² model featuring over 30,500 buildings animated through AI-driven projection mapping and spatial sound design.

A Living, Breathing City in Motion

Amsterdam in Motion brings the city’s evolution since 1275 to life. Through spectacular projection mapping, visitors experience centuries of transformation—from the first wooden houses along the Amstel to the rise of modern infrastructure and social movements that shaped the city’s culture.

The immersive setup, powered by 18 advanced projectors, projects hundreds of historic images that have been meticulously restored and animated using artificial intelligence. The result is a seamless blend of past and future—a digital ecosystem that celebrates the city’s resilience and creativity.

Victor Knaap, Chief Revenue Officer EMEA at Monks, described the project as “an unparalleled, immersive multimedia experience that represents a game-changer in city marketing.” He added that its adaptive and evolving design allows the experience to grow with the city, offering limitless opportunities for innovation in urban storytelling.

750 Years in the Making

To promote the launch, Monks created the “750 Years in the Making” campaign, a cinematic narrative that traces the city’s evolution through the stories of its people. From the builders who laid Amsterdam’s foundations to activists who shaped its identity, each story echoes a single message: this city is never finished—and worth the wait.

The campaign extends across online video, social media, and digital out-of-home (DOOH) platforms, giving a global audience a glimpse of the immersive experience that awaits in Amsterdam.

Collaboration at the Core

Amsterdam in Motion was co-initiated by Duncan Stutterheim, in collaboration with the Amsterdam Museum, Monks, and other cultural partners. The Amsterdam Museum led content development, ensuring authenticity and alignment with its mission to share the city’s past, present, and future with the world.

This initiative reflects a broader trend in digital city marketing—where cultural storytelling meets cutting-edge technology. As cities compete for global attention, experiences like Amsterdam in Motion demonstrate how data, design, and creativity can converge to foster deeper civic pride and global engagement.

A Model for Smart Cities Worldwide

Amsterdam in Motion is more than a cultural installation—it’s a prototype for future urban storytelling. Its scalable, multimedia foundation can evolve to include new narratives, integrate emerging technologies, and engage audiences through both physical and digital channels.

For governments and tourism boards, it offers a blueprint: an AI-powered, human-centered model for connecting citizens and visitors through meaningful, interactive experiences.

As Amsterdam celebrates its 750th milestone, it also sets the stage for what the next century of city marketing could look like—dynamic, inclusive, and constantly in motion.

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