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Observing people interact with the giant “I amsterdam” letters was a highlight of my brief visit to Amsterdam last month. The public sculpture letters are in coordination with Amsterdam’s current motto and city marketing campaign. The letters travel throughout the city. 

Current location: Museumplein (Museum Square), right in front of the Rijks Museum.

The advertising agency, KesselsKramer created the “I amsterdam” concept. (the agency’s website looks awful at first glance---but refresh the page to possibly change your point of view---or just find it purely annoying. to find real information on the agency, it may be best to refer to their soon-to-be published (in English) book, 2Kilo.)