Category: Old South

What is I amsterdam? (Soon to be history, it seems)

‘I amsterdam’ is Amsterdam’s hugely popular marketing slogan. The set of giant letters — located at the back of the Rijksmuseum, and a stone’s throw from the Van Gogh museum — is among the most photographed of Amsterdam’s icons.

And soon both the letters and the marketing campaign will be history — victims of their own success, as Amsterdam now suffers under an onslaught of over-tourism.