Upside Down Amsterdam: The Complete Visitor Guide

Why Visit The Upside Down?

Most Amsterdam attractions ask you to look and learn. The Upside Down asks you to play. It is an interactive photo experience where each room is a stage for creative pictures and videos, and the aim is to make you laugh, pose and share.

The rooms are imaginative and varied. You can hang upside down in a metro carriage, pump iron in a gold-plated gym, wave from a royal throne room, sit in a private jet or dive into a giant ball pit. Optical illusions, clever angles and bold colour make ordinary photos look extraordinary, and no two visits are the same.

It is great for social media content. The sets are designed so that even a quick phone snap looks good, and staff are on hand to help with tricky shots. Creators will find plenty of material for photos, reels and short videos, and groups of friends can turn the visit into a friendly competition.

It is also good family fun. Children enjoy the colourful sets and the physical play, and parents can join in. And as an indoor attraction, it is a dependable choice on a wet or cold day. The pink café, with its famous milkshakes, rounds off the visit.

The Story Behind The Upside Down

Creation of the Concept

The Upside Down grew out of a simple idea: if people love taking photos of the places they visit, why not build a place designed for it? Rather than waiting for the perfect view, the founders created sets where every angle is photogenic and every room invites a creative pose. The concept plays on gravity, with rooms that seem to turn the world around, hence the name.

The Amsterdam Opening

The Amsterdam venue is built around a distinctly Dutch twist. The creators describe it as "the new Dutch": familiar icons such as Mondrian, Dutch design, canal houses and the royal family reimagined with humour and surprise. It sits in a modern building at Europaboulevard 5, next to the RAI, rather than in the old centre, and it has a sister location in Berlin.

The Growth of Social-Media Attractions

In recent years, a new kind of attraction has appeared in cities around the world. Photo museums, immersive rooms and selfie spaces have attracted millions of visitors, many of them younger travellers who want to share their experiences online. The Upside Down belongs to this wave, and it describes itself as Europe's largest social media museum, with more than 25 interactive rooms and sets.

Why Immersive Photo Experiences Became Popular

These attractions are popular because they are easy to enjoy. You do not need any background knowledge, you can take part in whatever way you like, and you leave with a camera roll full of images. They suit groups and families, they work in any weather, and they offer a creative outlet that museums often do not. For travellers, they are a lively counterpoint to a day of art and history, and a way to bring home photos that are different from the usual landmarks.

The venue has grown over time, adding new rooms such as a gym, a dream closet and special collaborations, and keeping the experience fresh for returning visitors. Its popularity has led to partnerships with other Amsterdam attractions and to combined tickets.

The Rise of Experience-Based Attractions

Instagram Culture

Social media has changed the way people travel. Many travellers now plan trips around places that look good in photos, and sharing images has become part of the experience itself. Attractions that make this easy, with good lighting, props and clever sets, have grown quickly. The Upside Down is built for this: every room has been designed with the camera in mind.

Interactive Attractions

Interactive attractions invite visitors to take part, not just observe. You pull levers, step into scenes, climb into props and become a character in the set. This is a contrast with traditional museums, where objects are behind glass. Interaction makes the experience memorable and suits families and groups.

Content Creation

For many visitors, the goal of a visit is to create content: photos, videos and stories that they can share with friends and followers. Attractions like The Upside Down support this by providing rooms that are designed for it, with space to move, good light and props that spark ideas. Even people who rarely post can enjoy making a fun photo to keep.

Modern Tourism Trends

Modern tourism increasingly values experiences over things. Travellers want to do something unusual, learn something new or simply have fun, and they are happy to book a timed ticket for it. Attractions that mix entertainment with creativity, such as immersive art, flying theatres, escape rooms and photo museums, are popular alongside classic sights. They also give cities a way to reach younger audiences and to offer indoor options in unpredictable weather.

What This Means for You

If you enjoy photography, play and a bit of silliness, The Upside Down fits the trend perfectly. If you prefer calm, traditional museums, it may not be for you. Many visitors combine the two, spending a morning at a museum such as the Rijksmuseum and an afternoon at a playful attraction like this one.

Top Highlights

Upside Down Rooms

The signature rooms flip the world on its head. Step into the Metro and discover what happens when gravity takes a day off, with seats and handrails on the ceiling and you in the middle of it.

Dutch-Themed Rooms

Dutch icons get a new twist. Enter a Mondrian-inspired room and become part of the artwork, wave to your public from the Royal Room, or step into a dream closet inspired by Dutch fashion designers.

Infinity and Illusion Effects

Many rooms use mirrors, perspective and clever lighting to create optical illusions. They can make a small space feel endless, or make you appear to float, shrink or grow.

The Ball Pit

The giant LED ball pit is a crowd-pleaser. Dive in, flop around and capture the fun in colourful photographs.

Interactive Installations

Props, switches and moving parts invite you to play. The Golden Gym, for example, lets you flex in a place where gravity does not make the rules, and the private jet lets you pose in first class.

Photo Stations

Beyond the main sets, there are photo points, selfie seats and an upside-down bar where you can capture quick, stylish pictures.

Creative Sets

The sets are designed with colour, texture and humour, and almost every corner is photogenic. The venue keeps some surprises secret, so there is plenty to discover on your own.

Rooms and sets can change over time, so check the venue's current information.

What to Expect Inside

Arrival

You arrive at Europaboulevard 5, scan your ticket and enter the colourful lobby. Staff explain how the experience works, and you can store your coat and bags where facilities are available.

The Room Sequence

You move through the rooms one after another, each with its own theme. There is no hurry, and you can spend as long as you like in each space. Staff are often nearby to help with photos.

The Photography Experience

Take photos with friends, family or on your own, and ask staff to take group pictures. Many rooms have markings or tips for the best angle.

Interactive Elements

You will climb, sit, lie down and sometimes hang upside down. Be ready to be active, and wear clothes that allow it.

How Much Time You Need

The venue suggests around 1.5 hours. Add time if you want to create more content or visit the café afterwards.

Visitor Information

• Address: Europaboulevard 5, right by the RAI in Amsterdam.
• Opening hours: Open daily from 9:30 until the evening, with closing times generally between 19:00 and 20:00. Check the current schedule.
• Ticket prices: From €24.95 for adults and from €17.95 for children aged 3 to 11. CJP members and I amsterdam City Card holders receive a discount. Prices vary by date.
• Accessibility: The venue is in a modern building, but many rooms involve climbing or lying down. Contact them in advance to discuss your needs.
• Photography: Encouraged throughout. Bring a charged phone.
• Lockers: Check the facilities on arrival, and travel light.
• Gift shop: A shop with branded gifts and souvenirs.
• Food and drinks: A pink café with freakshakes, sandwiches and waffles, which you can visit without a ticket.

Best Time to Visit

• Morning: Calmest, and the best time for photos without other visitors in the frame.
• Afternoon: Busier, particularly after lunch and on wet days.
• Weekdays: Quieter and easier to book at short notice.
• Weekends: Busy. Book a morning slot.
• Rainy days: A favourite indoor option, so book early.
• School holidays: The busiest periods. Arrive at opening and expect crowds at popular rooms.

How to Get to The Upside Down

• From Amsterdam Centraal: Take a metro or tram toward the RAI area and get off at Europaplein. It is a short ride from the centre, and the walk from the stop is about two minutes.
• From Schiphol Airport: Take a train to Amsterdam RAI station, then walk about seven minutes. It is one of the easiest airport connections in the city.
• By metro: Get off at Europaplein and walk two minutes.
• By tram: The tram also stops at Europaplein. Check a live planner for the current network.
• By bike: Easy to reach on the city's cycle paths, with bike parking nearby.
• By car: There is a parking garage under the building.

Who Is This Experience For?

Families

A colourful, physical and funny day out. Children aged 3 to 11 have a reduced ticket, and the café is a treat.

Teenagers

A natural fit for teenagers, who will love the photo sets and the chance to make short videos.

Friend Groups

A top group activity. Friends can compete for the best photo, and the venue welcomes groups and parties.

Couples

A playful date with plenty of photos to keep. Finish with a milkshake in the café.

Social Media Creators

A rich source of content, with sets designed for reels, photos and short videos. See the photo section for tips.

Weekend Visitors

A fun and easy plan for a weekend afternoon or a rainy morning. Book a slot ahead.

Who Should Probably Skip This?

The Upside Down is a lot of fun for the right audience, but it is not for everyone.

• Visitors wanting a traditional museum: There are no historic objects, no long explanations and no quiet galleries. If that is what you want, visit the Van Gogh Museum or the Stedelijk Museum.
• Visitors uninterested in photography: The experience is built around photos and videos. If you do not enjoy posing or taking pictures, it may feel repetitive.
• Visitors seeking historical experiences: The theme is playful and modern, not historical. For history, try the Rijksmuseum.

Local Insider Tips

1. Book a timed ticket in advance, especially for weekends and rainy days.
2. Arrive at opening to enjoy the sets with fewer people.
3. Charge your phone fully and bring a power bank.
4. Wear comfortable clothes you can move in, and shoes that are easy to take off.
5. Avoid loose items that can fall out of pockets when you hang upside down.
6. Travel light and use the lockers or cloakroom if available.
7. Ask staff to take group photos so everyone is in the picture.
8. Try each room more than once from different angles.
9. Take a short break in the café and try the freakshake.
10. Check the combination tickets if you plan another attraction on the same day.
11. Bring a hair tie or small comb for fixing your look between rooms.
12. If you are visiting with young children, take the rooms at their pace and let them play.

Best Photo Spots and Content Tips

The whole attraction is a photo spot, but some rooms and techniques give you extra impact.

Top Rooms

The Metro, with its upside-down carriage, is one of the most iconic. The Mondrian-inspired room is bold and graphic, the Royal Room is playful and regal, the private jet is stylish, and the LED ball pit is bursting with colour. The Golden Gym and the dream closet are new favourites.

Group Photos

Arrange your group at different heights, with someone leaning, sitting or lying down. Ask a staff member to take the picture. Take one serious photo and one silly one.

Phone Photography Tips

• Clean your lens before you start.
• Use the wide lens in small rooms to capture the whole set.
• Turn your phone sideways or flip it to match the illusion, so the upside-down effect works.
• Use the timer or burst mode for action shots.
• Tap on your face to get the exposure right in bright sets.
• Take more photos than you think you need, then choose the best later.

Short Video Tips

• Plan short clips of five to ten seconds, which are easy to edit.
• Use slow motion for ball pit jumps and big moves.
• Try transitions between rooms, such as a spin or a cover of the lens.
• Keep the phone steady, or ask a friend to film.
• Add music and text later, when you have a quiet moment.

Social Media Content Ideas

• A day-in-the-life reel of a rainy Amsterdam afternoon.
• A before-and-after of the upside-down trick.
• A "Dutch icons with a twist" carousel of the Mondrian, Royal and closet rooms.
• A friends challenge: who takes the craziest photo?
• A freakshake close-up from the café.

Choosing the Right Ticket

• Standard entry: A timed ticket for the full experience, from €24.95 for adults and from €17.95 for children aged 3 to 11. The right choice for most visitors.
• Family visits: Children have their own cheaper ticket. Check the listing for any family deals.
• Group visits: The venue offers group outings, parties and school trips. Contact them for group bookings.
• Combination tickets: Combination tickets pair the attraction with a canal cruise, the Heineken Experience (adults only) or a nearby museum, usually at a better price than separate tickets. Compare the listings above.

Compare the options in the ticket section above before you pay. Each listing shows what is included. City card holders may get a discount.

Nearby Attractions

• Heineken Experience: a lively brewery attraction, a short ride away. Adults only for the combination ticket.
• Rijksmuseum: the national museum and The Night Watch, in the museum quarter.
• Van Gogh Museum: the world's largest Van Gogh collection, on Museumplein.
• Stedelijk Museum: modern art and design, also on Museumplein.
• Canal cruises: see the city from the water.
• Museumplein: the open lawn surrounded by the major museums, ideal for a rest.

For more ideas, see the A'DAM Lookout, THIS IS HOLLAND, our Amsterdam museums guide, our things to do in Amsterdam and the Amsterdam travel guide.

Suggested Itineraries

Photo Day

9:30 The Upside Down at opening, 11:30 freakshake in the café, 13:00 lunch, 14:30 canal cruise for skyline photos, 17:00 A'DAM Lookout at sunset.

Family Day

10:00 The Upside Down, 12:00 lunch, 13:30 Museumplein playground and lawn, 15:30 a gentler museum stop.

Teenager Day

10:30 The Upside Down, 12:30 lunch in De Pijp, 14:30 Heineken Experience (for visitors aged 18 and over only) or Madame Tussauds, 17:00 shopping.

Weekend Visitor

Saturday: The Upside Down in the morning, canal cruise in the afternoon. Sunday: Rijksmuseum and Museumplein.

First-Time Visitor

Morning at the Rijksmuseum, afternoon at The Upside Down, evening canal walk. See our 3-day Amsterdam plan for more.

Top 5 Reasons Visitors Love The Upside Down

1. Amazing photos. Sets that make every picture look great.
2. Interactive rooms. Play, climb, pose and explore.
3. Family friendly. A reduced ticket for children and fun for all ages.
4. Indoor fun. A reliable option in any weather.
5. A unique Amsterdam experience. Dutch icons with a surprising, playful twist.