The Upside Down Amsterdam
The Upside Down Amsterdam operates interactive, ticketed immersive experience museums in Amsterdam (40+ themed rooms, 3,000+ sqm) and Berlin (21 rooms), monetizing through admission tickets from €19.95–€23.95, F&B, merchandise, corporate events, and content creator collaborations targeting tourists, locals, schools, and corporate groups.
- Company typePrivate
- Founded2019
- HeadquartersAmsterdam, Netherlands
- Headcount—
- GTM typeB2C
- OfferingServices
What The Upside Down Amsterdam does
The Upside Down Amsterdam operates an interactive, ticketed experience museum that combines physical immersive installations with social media content creation. The flagship Amsterdam venue spans over 3,000 square meters with 40+ themed rooms featuring optical illusions, upside-down settings, interactive displays, ball pits, karaoke rooms, and gym-themed installations (including the 2024-launched Golden Gym). Visitors are encouraged to touch and interact with the installations, and professional automated photos are captured at QR-coded stations and made available for download after the visit. The business is operated through a Dutch B.V. (The Upside Down Amsterdam Exploitatie B.V.) and a wholly-owned German GmbH subsidiary (The Upside Down Berlin Exploitatie GmbH) that runs a 21-room venue at The Playce in Berlin.
The company monetizes through a diversified, consumer-ticket-driven revenue model. Primary streams are admission tickets (Amsterdam from €23.95, Berlin from €19.95), on-site food and beverage (a colorful café with sandwiches, donuts, coffee, and cocktails), and branded merchandise (TUD hoodies €15.99–€19.99 and apparel). Secondary streams include corporate and private events, group and school bookings, and commercial photography location rentals for content creators and brands. Distribution is direct-to-consumer via the company website, walk-up ticket sales, and the FeverUp third-party ticketing platform, with additional bundle demand generated through combo tickets with Moco Museum, canal cruise operators, AMAZE, and the adjacent sister venue The All Out. Marketing is heavily organic social (TikTok, Instagram, Facebook) supplemented by email newsletters, Google reviews (58.8k+ cumulative), and content creator collaborations.
The underlying technology stack is deliberately lightweight: physical set design and décor as the core product, augmented by QR-code photo capture and download, Google Analytics, Facebook and Instagram tracking pixels, and FeverUp for online ticket vending. There are no disclosed proprietary software platforms, AI/ML capabilities, mobile applications, or patents; the moat sits in physical content (unique themed rooms), real estate (prime tourist-district locations), brand recognition, and distribution partnerships. No external funding rounds, M&A, or institutional investors are disclosed; the company appears to be privately held and self-funded or debt-funded.
The Upside Down Amsterdam firmographics
Firmographics- Name
- The Upside Down Amsterdam
- Legal name
- The Upside Down Amsterdam Exploitatie BV
- Website
- https://the-upsidedown.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Short description
- The Upside Down Amsterdam operates interactive, ticketed immersive experience museums in Amsterdam (40+ themed rooms, 3,000+ sqm) and Berlin (21 rooms), monetizing through admission tickets from €19.95–€23.95, F&B, merchandise, corporate events, and content creator collaborations targeting tourists, locals, schools, and corporate groups.
- Ownership category
- akta.pro rank
Where The Upside Down Amsterdam is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
The Upside Down Amsterdam business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D
Revenue model
- Admission Tickets: One-time admission fees for entry to the experience museum, with tickets priced differently for Amsterdam (from €23.95) and Berlin (from €19.95). Also offers combo tickets with partners like Moco Museum (€37.50) and canal cruises.
- Food and Beverage: On-site café serving food and drinks including cocktails, coffee, and light meals. Offers special combitickets that include cocktails.
- Merchandise: Online shop selling branded merchandise including TUD Hoodies (€15.99-€19.99) and other branded products.
- Corporate Events: Private event bookings for corporate groups, team building activities, and special celebrations.
- Group Bookings: Special rates and services for school groups, educational visits, and organized group outings.
- Commercial Photography: Fees charged for commercial photo shoots, press interviews, media shoots, and professional photography requiring advance written approval and accompaniment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Amsterdam standard admission |
| Unit Pricing | Pay-as-you-go | Berlin standard admission |
| Unit Pricing | Pay-as-you-go | Moco Museum combo ticket |
| Unit Pricing | Pay-as-you-go | TUD Merchandise |
| Unit Pricing | Pay-as-you-go | Love is Love couple ticket |
| Unit Pricing | Pay-as-you-go | Cocktail combiticket |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
The Upside Down Amsterdam product offering
Product offeringCore offering
The Upside Down Amsterdam operates an interactive experience museum featuring 40+ themed rooms across more than 3,000 square meters, with optical illusions, upside-down settings, and interactive installations designed for social media content creation. The company sells admission tickets, food and beverages, branded merchandise, and offers add-on experiences such as corporate events, school group visits, combo tickets with partner attractions, and professional photoshoot location rentals.
Product overview
The Upside Down Amsterdam operates an interactive social media museum experience at two locations (Amsterdam and Berlin). The core product is an immersive exhibition featuring 40+ themed rooms (Amsterdam: 3,000+ sq meters, 40+ rooms) and 21 rooms (Berlin) with optical illusions, upside-down settings, and interactive installations designed for social media content creation. The experience is enhanced by food and beverage services through an on-site cafe, merchandise sales, and professional photo downloads. Add-on offerings include combo tickets (Cruise & Create, Cocktail Tickets, Moco Museum partnership), special events (DJ Nights), adjacent venues (The All Out), corporate event hosting, school group packages, and professional photoshoot location rentals. Tickets range from approximately €19.95 to €23.95 for standard entry, with premium packages available.
Differentiator
Problem solved
Functional benefit
Products and services
- The Upside Down Amsterdam Experience Interactive social media museum experience featuring 40+ themed rooms with optical illusions, upside-down settings, and photogenic installations for tourists, locals, families, and groups seeking immersive entertainment.
- The Upside Down Berlin Experience
Companies that use The Upside Down Amsterdam
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
The Upside Down Amsterdam technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature1 record
The Upside Down Amsterdam partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Moco MuseumcoreJoint combiticket offering that combines The Upside Down experience with Moco Museum entry for €37.50 (instead of €47). The partnership creates a complete day experience moving from The Upside Down's interactive, playful environment to Moco Museum's contemporary art featuring Banksy and Andy Warhol.
- The All OutminorSister venue located right next door to The Upside Down Amsterdam. Offers interactive darts, karaoke, shuffleboard, sjoelen, and unique cocktails in a similar quirky design aesthetic.
- AMAZEminorSpecial collaboration experience combining immersive audio-visual content with The Upside Down's physical installations.
- Canal Cruise OperatorsminorCruise & Create package combines The Upside Down experience with top-rated Amsterdam canal cruises for a complete land and water exploration of the city.
- FeverUpcorePrimary third-party ticketing platform for online ticket sales to both Amsterdam and Berlin locations.
- CombitiqminorTicketing platform used for special combo ticket offerings like the Moco Museum partnership.
Scale indicators3 records
Recent moves1 record
Expansion highlights5 records
The Upside Down Amsterdam competitors and assessment
Company assessmentDirect peers
- AMAZE: Amsterdam-based immersive audio-visual experience venue. Direct local competitor and existing collaboration partner of The Upside Down; highly comparable in immersive technology, tourist target audience, and Amsterdam-centric positioning.
- ARTECHOUSE: Immersive art and technology exhibition operator with venues in NYC, Washington DC, Houston, Miami, and London. Comparable in ticketed immersive experience format, focus on visual/social media shareability, and cultural-tourism positioning.
- Selfie WRLD: Instagram-focused selfie experience venue with multiple US and international locations. Closely comparable in ticketed, photogenic, social-media-native immersive room concept targeting similar Gen-Z and millennial tourist segments.
- Color Factory: Immersive interactive art experience with installations designed for photography and social sharing. Operates in NYC, Houston, Chicago, and other major US cities; comparable in ticketing model, themed-room format, and Instagram-driven visitor economy.
- Frameless: London-based immersive art experience featuring interactive digital reinterpretations of classic artworks. Comparable in ticketed immersive venue model, large-format themed rooms, and social-media-driven visitor appeal.
- Museum of Illusions: Global chain of interactive illusion and optical-illusion museums with locations across Europe, the Americas, and Asia. Directly comparable in concept (interactive rooms, optical illusions, photo opportunities for social media) and target audience (tourists, families, groups).
- teamLab: International digital art collective operating immersive, interactive installations worldwide (Tokyo, Paris, Singapore, etc.). Directly comparable as a ticketed, immersive, photo-centric experience targeting tourists and Instagram-driven audiences.
- Paradox Museum: Interactive illusion and paradox-themed experience museum with locations across Europe and the US. Comparable in optical-illusion-based interactive rooms, social media focus, and tourist-targeted ticketed experience model.
- Museum of Ice Cream: Pioneering Instagram-focused immersive museum concept with multiple US locations. Closely comparable as a ticketed, photogenic, social-media-driven experience venue targeting similar consumer demographics.
Broad incumbents
- Moco Museum: Amsterdam contemporary art museum featuring Banksy, Warhol, and immersive exhibitions. Existing combiticket partner of The Upside Down; serves the same tourist demographic in Amsterdam with overlapping but distinct (art vs. playful immersion) positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
The Upside Down Amsterdam social profiles
Digital presenceThe Upside Down Amsterdam financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Upside Down Amsterdam leadership team
Management profileNumber of profiles
The Upside Down Amsterdam subsidiaries and ownership
Company hierarchySubsidiaries1 record
The Upside Down Amsterdam funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Upside Down Amsterdam M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Upside Down Amsterdam
What does The Upside Down Amsterdam do?
The Upside Down Amsterdam operates an interactive experience museum featuring 40+ themed rooms across more than 3,000 square meters, with optical illusions, upside-down settings, and interactive installations designed for social media content creation. The company sells admission tickets, food and beverages, branded merchandise, and offers add-on experiences such as corporate events, school group visits, combo tickets with partner attractions, and professional photoshoot location rentals.
Is The Upside Down Amsterdam a public or private company?
The Upside Down Amsterdam is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Upside Down Amsterdam founded?
The Upside Down Amsterdam was founded in 2019.
Where is The Upside Down Amsterdam based?
The Upside Down Amsterdam is headquartered in Amsterdam, Netherlands, in the Europe region.
How does The Upside Down Amsterdam make money?
Six revenue lines are on record. Admission Tickets are the primary driver. The others are food and Beverage, merchandise, corporate Events, group Bookings and commercial Photography.
Who are The Upside Down Amsterdam's main competitors?
Direct peers on record are AMAZE, ARTECHOUSE, Selfie WRLD, Color Factory, Frameless, Museum of Illusions, teamLab, Paradox Museum and Museum of Ice Cream. Moco Museum is listed as a broad incumbent.
Does The Upside Down Amsterdam have an API?
No public API is recorded for The Upside Down Amsterdam.