Youseum, an immersive Instagram-themed museum in Amsterdam, launched its second location with 18 rooms and 25 installations at the Westfield Mall of the Netherlands on June 5.
The museum’s new venue is home to the first TikTok experience in the Netherlands. TikTok, a video-sharing social networking service, attracted one million new Dutch users in 2020.
Youseum visitors will explore a world of TikTok, also competing in challenges and taking home videos and photos to put on social media.
The museum includes hidden passageways, as well as 18 unique spaces and 25 installations where guests can take photos for social media. These include slides, swings, optical illusions and an obligatory ball pit.
Youseum’s second location opens
The museum’s centrepiece is ‘the Vibehouse’, which has four different areas, and offers tips and tricks from Dutch TikTok stars such as Glen Fontein, Lorenzo Dinatelle and Thomas Messina.
“Maximum creativity and excitement,” said Youseum co-founder Koen Derks. “That’s the best way to describe the Vibehouse.”
“The concept where big TikTok stars come together for content creation, or even live together, originates from Los Angeles and Youseum is the first to bring this to Europe.”
TikTok launched its inaugural live museum marathon in May, with #MuseumMoment taking users on a virtual tour of 23 museums across 12 countries.
TikTok experience in the Netherlands
Westfield Mall of the Netherlands is the largest retail, leisure and entertainment hub in the Netherlands, with 280 restaurants, shops and entertainment offerings.
Alongside the social media theme, Youseum explores social issues including sustainability. “Social media is about more than just a selfie,” said co-founder Joep Heusschen.
“At Youseum, we highlight the good and the bad sides of social media.”