Madame Tussauds Amsterdam

Madame Tussauds Amsterdam is a wax museum situated in the capital city of the Netherlands. Founded in 1970, it holds the distinction of being the first Madame Tussauds location opened in mainland Europe, as well as the first foreign branch of the British institution. The museum is located in the city centre on Dam Square, near the Royal Palace of Amsterdam. Its collection features wax figures of internationally famous celebrities alongside notable Dutch figures, spanning categories such as the Golden Age of Dutch history, music, sport, and film.

The idea to establish a wax museum in Amsterdam originated with Josephine Tussaud, a businesswoman and the great-great-granddaughter of founder Marie Tussaud. The Tussauds Group subsequently founded the museum on February 19, 1970. Approximately one year later, the institution first opened its doors to the public at Kalverstraat 156, a main commercial street. Twenty years after its initial opening, Madame Tussauds Amsterdam relocated in 1991 to the upper floors of the Peek & Cloppenburg clothing store building on Dam Square. Following its relocation, the museum underwent a significant modernization in January 2012, transitioning from a static display of figures into an interactive attraction with themed experiences. In early shows, visitors viewed presentations on Dutch history, and for a time, a spookhouse attraction was included. Figures are occasionally removed due to public controversy surrounding the depicted person, as occurred in 2022 with the removal of wax figures of Marco Borsato and Lil' Kleine.

The museum's holdings consist of life-size wax figures divided into various thematic categories. These encompass personalities of the Dutch royal family, world political leaders, cinema, music, art, science, culture, fashion, and sports, alongside Marvel superheroes and digital influencers. All wax figures are produced in the Tussauds Studios in London. The creation of a single figure takes six to twelve months, depending on the required interactivity. Following posing sessions with the subject, artists build the figure in clay, from which a plaster mold is cast. The mold is filled with fiberglass-reinforced plastic for structural stability. Exposed areas, typically the head and hands, are cast in wax. Real human hair is inserted strand by strand, and multiple layers of paint and tints are applied to the skin to achieve a high degree of realism.

The collection includes wax representations of numerous prominent individuals. Royal figures feature Lady Diana, William of Orange, King Willem-Alexander, Queen Consort Maxima, and former Queen Wilhelmina. Political leaders include the Dalai Lama, Mahatma Gandhi, Nelson Mandela, and Barack Obama. Cinema personalities range from Charlie Chaplin and Marilyn Monroe to Angelina Jolie and Brad Pitt, while music figures include Elvis Presley, Bob Marley, Michael Jackson, Madonna, Adele, and Dutch DJs such as Armin van Buuren and Tiësto. Art and science holdings include Albert Einstein, Pablo Picasso, Salvador Dali, Vincent van Gogh, and Rembrandt. Sports figures include David Beckham and Lionel Messi, while the fashion category includes Naomi Campbell and Nikkie de Jager. The museum also features Marvel characters like Spider-Man and the Avengers, alongside Dutch influencer Enzo Knol.

The museum is housed in the upper floors of the Peek & Cloppenburg department store building on Dam Square. The structure was designed by Dutch architect A.J. Joling in the Um 1800 architectural style and was constructed between 1914 and 1917. It originally opened as the second Peek & Cloppenburg store in the Netherlands on April 11, 1917. Eighty-four years after its construction, the building was designated as a rijksmonument, a national heritage site of the Netherlands. The top floor of the building features a round window that provides a notable view over Dam Square.

Madame Tussauds Amsterdam is located on Dam Square in the city centre, situated near the Royal Palace. Due to its central location, the museum is highly accessible by foot, bicycle, or tram, and is approximately a ten-minute walk from the central train station. The museum operates as a branch of the international Madame Tussauds chain, maintaining a public-facing role as a major interactive tourist attraction in the Dutch capital.