When we were wandering around Amsterdam getting lost among the canals and accomplishing touristy things for one day, we stumbled upon the famous I AMsterdam sign in Museumplein area. I realized I completely matched the I AMsterdam letters when looking back on these photos. This is another travel orientated outfit of something comfortable enough to not so eloquently climb on top of the 10 foot letters sign.
The I AMsterdam tourism campaign began in 2004 and includes a series of huge red and white I AMsterdam letters that move around the city. This was supposed to be up only for a few years as a marketing campaign, but the city grew to love it and have now decided to keep it. An introduction, a slogan, a statement of inclusion, and a physical icon – I AMsterdam is the city's and its resident's collective catch phrase.
Climbing the letters and taking pictures with them it's a must when in Amsterdam.
Located at the back of the Rijksmuseum on Museumplein, the large I AMsterdam slogan quickly became a city icon and a much sought after photo opportunity. Visitors photograph themselves, in, around and on top of the slogan, and it always manages to inspire the novice photographer. At more than 2 metres tall, the slogan measures over 23.5 metres wide. In July 2012, a second set of letters was installed at Amsterdam Airport Schiphol to welcome visitors to the city and a third set of letters playfully changes location around the city, making appearances at fashion shows, fairs, festivals and other major events. And finally, a scaled-down set of letters can also be found in the courtyard of the Amsterdam Museum.
Like most visitors, I tried to get an uninterrupted image of the installation but couldn’t quite get that shot amongst the crowds of people. During the day it's almost impossible to get a good shot of the sign with the tons of people visiting it & climbing on it. What I enjoyed about capturing the excitement was watching all the different poses people did on top of the letters. Sitting, climbing, arms out wide, it was an entertaining site to see all the imaginative ways one could be an extension of the piece. I don't think there is ever a moment where this sign is truly alone. As you can see next to the I is a man sitting there just watching. I catch him in all my photos. Ufff! Anyway I did a lot of funny pictures and I really love them.
And of course I couldn't leave the place without doing the funny part. Climbing on the letters (and falling off many times, in my case) was harder than I expected. The letters are so tall and slippery. I really put all my strength on this and after 10 minutes I managed to be on top of "A" letter (I realized that it was the easiest one to climb). I was so lucky to take pictures on the letter that corresponds to my name. Then, the problem was, it's hard to get the whole sign in a picture. And you have to make sure you are in different positions to balance the photo out, along with all the tourists on it. Climbing I AMsterdam was so much fun!