Located at the back of the Rijksmuseum on Museumplein, the large I amsterdam slogan quickly became a city icon and a much sought-after photo opportunity. Visitors photograph themselves, in, around and on top of the slogan, and it always manages to inspire the novice photographer. At more than two metres tall, the slogan measures over 23.5 metres wide. A second set of letters is atAmsterdam Airport Schipholto welcome visitors to the city anda third set of letters playfully changes location around the city, making appearances at fashion shows, fairs, festivals and other major events. And finally, a scaled-down set of letters can also be found in the courtyard of theAmsterdam Museum. A red I amsterdam mosaic sofa is located outside the public reception of City Hall (Amstel 1). This was handmade by furniture brand Goed Gemaakt in collaboration with local homeless youths.