Welcome

Cheers! You have opened the link to this playbook with guidelines on how we create content for The Upside Down. Check this playbook before you create content so that all content is aligned. Also check out the examples. This document is flexible and ‘living’ and will be continuously supplemented based on new learnings.

The most interactive Amsterdam/Berlin experience

Energetic

Energy that radiates and has a domino effect.

Innovative

We love to stay ahead of the games, always thinking and acting one step ahead, exceeding expectations and to create memorable experiences.

Positive

The focus is on sparking creativity, self-expression, and inspiration in every layer of our brand. This is a fun place for fun people.

Surprising

The upside-down theme and themed rooms offer unexpected experiences and stories. Always beyond expectations.

Brand values

When she reached the first hills of the Italic Mountains, she had a last view back on the skyline of her hometown Bookmarksgrove, the headline of Alphabet Village and the subline of her own road, the Line Lane. Pityful a rethoric question ran over her cheek, then she continued her way.

Neutral

We focus on creativity and self-expression, open to everyone and all. We avoid politics, we are truly incluse, we focus on creation, on uncomplicated fun and positivity.

Customer centric

The focus is on sparking creativity, self-expression, and inspiration in every layer of our brand. This is a fun place for fun people.

Infotainer

Pityful a rethoric question ran over her cheek, then she continued her way.

Brand narative

Where imagination ignites and creativity takes flight. Step into a world where imagination ignites and creativity takes flight. The Upside Down isn’t your ordinary museum – it’s Europe’s largest upside-down social experience, bursting with over 3,000 square meters of wonder in Amsterdam and Berlin. It’s not about exhibits, it is about the world you enter; all the rooms are inspired by local heritage creating a mind- bending wonderland with living backdrops to make you see, feel, learn and experience something new.

We mix information and entertainment to create an immersive experience that spark your inner artist. Here, you’re not just a visitor – you’re a co-creator. We provide the place for you to unleash your hidden talents, whether you’re a local or a tourist.

Sing your heart out in private karaoke rooms, explore your artistic side in our interactive rooms, or simply laugh and learn alongside new friends. The Upside Down goes beyond the fleeting trends of social media.

The Upside Down inspires you to create, dance, write, or simply explore your passions with renewed fire. Leave inspired, not just with likes and followers, but with a newfound spark to express yourself. The Upside Down isn’t just about experiencing – it’s about becoming a part of its creative story. Come ignite your inner spark and discover a more expressive you.