Discover the stories of Amsterdam’s Olympic Stadium
The Amsterdam Olympic Stadium, built for the 1928 Summer Games – the only time the Olympics were held in the Netherlands – has long been a landmark of sporting and architectural history.
Now, visitors can experience its rich heritage in a brand-new way with the Imagineear multimedia tour, which combines storytelling, quizzes, video clips, and archival photographs to bring nearly a century of history to life.
The tour begins just outside the stadium walls, overlooking Stadionplein, before turning to the 46-meter-tall Marathon Tower, a striking symbol of modern Amsterdam in the 1920s. It was here that, for the first time, the Olympic flame burned continuously throughout the Games, a tradition that continues to this day.
Visitors learn about architect Jan Wils and his vision for the stadium, a design that blends harmoniously with its surroundings, as well as the story behind Amsterdam’s successful Olympic bid. As we walk inside the stadium grounds, the tour dives into the 1928 Games themselves, which drew nearly 670,000 paying spectators. These Games also marked a milestone in women’s participation in gymnastics and athletics, with 274 women competing from across the globe.
After the Olympics, the stadium quickly became a hub for Dutch sport. From 1930 to 1996, it served as Ajax football club’s main venue for many of their matches, it is where Johan Cruijff played some of his most memorable matches. That legacy remains alive today — the roofed interior sections of the stadium have since been converted into offices, one of which now houses the Johan Cruijff Foundation.
But the story doesn’t end there. Over the decades, the stadium has hosted countless sports and cultural events. Highlights include the start of the Tour de France in Amsterdam in 1954 (the first time it began outside of France), 77 international matches of the Dutch national football team, and concerts, like performances by Leonard Cohen. The tour also shares the complex and sometimes difficult chapters of the stadium’s past, including hidden spaces used by Dutch citizens avoiding forced labor during World War II and the commemoration of the four female Jewish gymnasts from 1928 who were tragically murdered during WW2. Today, the stadium continues to support athletes, including local clubs, the HERA women’s football team, and Olympic champions, while embracing sustainability and inclusivity.
As Rifka Boot, Communication Manager at the stadium, explains: “The multimedia tour offers a wonderful glimpse into the rich history of our stadium. With a touch of humor along the way, you’ll not only experience the highlights but also discover surprising facts and stories you probably didn’t know before.”
With the slogan “A Playground for Progress”, the Amsterdam Olympic Stadium continues to inspire visitors, blending sporting history and culture. Thanks to Imagineear’s multimedia tour, everyone can now step inside this living piece of history and experience its stories firsthand.
Inside Grayson Perry’s powerful “Delusions of Grandeur” at the Wallace Collection
On the occasion of Grayson Perry’s 65th birthday, the Wallace Collection unveiled Delusions of Grandeur – its largest and most ambitious contemporary exhibition to date.
This temporary show is a rich and provocative testament to Perry’s imagination, blending satire, auto-biography, and a deep engagement with history and craft.
At the centre of the exhibition is Shirley Smith, a fictional, impoverished artist from London’s East End. A survivor of trauma and mental illness, Shirley serves as Perry’s invented counterpart and a vessel for exploring layered themes of identity, class, biography, and emotional resilience. The exhibition, Perry explains, is a kind of portal “where there are shifting layers of authenticity, of history, biography and mental health.” His invitation to visitors is simple but profound: “Give yourself up, and you will enjoy it all the more”.
The exhibition spans a wide range of media; including tapestries, ceramics, silverwork, furniture, prints, and even a duvet cover. The works are often direct responses to pieces in the Wallace Collection itself. Fragonard’s famous The Swing, for example, is reimagined as a bold neon tapestry entitled Fascist Swing, stripped of its male figures and brimming with political and cultural commentary.
To bring Grayson Perry’s immersive vision to life, the Wallace Collection collaborated once again with Imagineear, its trusted partner in audio tour experiences. Using Imagineear’s robust Mirage™ device, the audio tour offers visitors a compelling and deeply personal way to engage with Perry’s work.
Having previously created audio tours for some of his earlier exhibitions, Perry was keen to do the same for Delusions of Grandeur. From the outset, the process was highly collaborative. Imagineear offered guidance to Perry and the Wallace Collection team on structure, how long the tour should be, how many stops to include, what kind of imagery to use, and how to shape the visitor experience. Together, they developed a set of questions that would guide the narrative.
The resulting audio guide is unlike any other. Perry is unscripted, spontaneous, and unfiltered, his voice leading visitors through the exhibition with the same wit, vulnerability, and insight found in his artworks. “This is the most personal tour we’ve ever worked on,” says Will Penswick, Project Manager at Imagineear, “and, in many ways, the most ambitious in terms of audio storytelling’’.
So how was this intimate tone achieved? The audio began as a recorded conversation between Grayson Perry and Dr Xavier Bray, Director of The Wallace Collection. In post-production, the team at Imagineear carefully edited the dialogue, reshaping it into a seamless monologue. The effect is one of Perry speaking directly to each visitor – an experience that feels natural, fluid, and deeply human.
While Perry’s voice is the primary guide, the audio tour introduces another character at key moments: Shirley Smith herself. Perry, though her creator, felt it wouldn’t be authentic to voice Shirley. He envisioned how she would sound – grounded in her imagined history and background. Imagineear then sourced a voice actress who could embody her fully. A recording session was arranged, and Shirley was brought vividly to life.
The audio experience is not just an addition to the exhibition – it’s integral to it. It doesn’t aim to be technically exhaustive or universally translatable. Instead, it tells a story with emotional honesty and creative daring. As Will puts it, “When you have an exhibition like Sir Grayson’s there is no need to embellish the work. You just help make space for their voice to be heard.’’
A new stadium tour at Anfield!
Continuing their long-term partnership with Imagineear, Liverpool Football Club has launched a new stadium Tour to tell the complete story of one of the most famous clubs in the world.
The self-guided and multimedia group-guided tours, delivered on Imagineear’s MPti™ handheld devices, are available in English, British Sign Language, French, Italian, Spanish, German, Norwegian, Mandarin, Japanese, Arabic, Thai, Indonesian Brazilian Portuguese and Dutch.
The tour experience has been split into three distinct and fascinating sections. During the First Half, visitors learn about the greatest managers the club has ever had (including the ‘Normal One’ and only, Jurgen Klopp), the origins of Liverpool FC and the development of its famous Anfield home, exploring A History Like No Other.
At Half-Time, visitors hear from fans and watch some of the greatest moments in the club’s history. They’ll walk down the ‘European Boulevard’ and meet the Liverpool FC Women’s team, reliving some of Liverpool’s most famous Stories of Success.
And…in the Second Half of the experience, visitors go behind-the-scenes, Inside Anfield on matchday, paying a visit to the Dressing Rooms and the Players’ Tunnel, all before taking a seat in The Kop.
Narrated by actors and lifelong Liverpool fans, David Morrissey (BBC’s Sherwood) and Jackie Jones, the tour tells the incredible story of Liverpool Football Club, its fans, its history and the club it is today. Visitors listen to expert overviews, watch exclusive behind-the-scenes videos, interviews and highlights, including immersive 360 videos of Anfield on matchday, as the Liverpool FC players take to the pitch, and hear fans deliver a spine-tingling rendition of ‘You’ll Never Walk Alone’. Throughout the tour, visitors take on our interactive challenges and quizzes, and younger visitors have over 20 engaging, bite-size activities to complete in the ‘Kop Kids’ Corner’.
Developed in collaboration with the Stadium Tours & Experiences team at Liverpool Football Club, the newly released tour includes: new interview recordings with the Liverpool FC Women’s team and the Club Ambassador, Natasha Dowie, new immersive matchday videos, including newly recorded material with manager Arne Slot, and a re-designed look and feel reflecting the identity of Liverpool Football Club today.
This new tour is a more concise, emotive, and interactive experience bringing Anfield to life like never before, with something for every visitor at every turn.
For further information on this project or to find out how Imagineear can bring your stadium to life, please contact:
A fresh new look for Arsenal!
Arsenal Football Club, a long-standing client of Imagineear, are continuing to welcome record-breaking visitor numbers from all over the world to their iconic grounds in London, the Arsenal Emirates Stadium.
The Emirates Stadium Tour is a popular attraction for international and domestic visitors. Fans connect with their incredible stadium, favourite players and match-day experiences through the drama and excitement of the players’ tunnel, changing rooms, stands and the press conference room.
In the latest evolution of the Club’s multimedia offering, Imagineear have produced a brand new digital tour which reflects the sophisticated stadium technology and modern spirit of the Club. The new tour brings to life the stories and fascinating history of this much-loved and historic football team.
Delivered on Imagineear’s MPTi™ device, the new multimedia guide features an elegant and sleek design in line with the Club’s beautiful new branding whilst being jam-packed with engaging interactive features and games for all visitors.
Written and produced by Imagineear, highlights include: 360 videos and photography, player interviews, quizzes, puzzles and design your own kit games. Where’s Gunnersaurus? is a particular highlight featuring the Club’s beloved mascot!
The new tour is available in French, Spanish, German, Italian, Japanese and includes a British Sign Language option for increased accessibility.
‘We are absolutely delighted with the new update on our Imagineear devices here at Emirates Stadium Tour & Museum!’ said Megan Lloyd-Jones, Tour and Museum Operations Manager at Arsenal Football Club. ‘Through the modernized design, thoughtfully crafted script, and brand new interactives, the devices truly bring the story of the club to life! It is a delight to witness supporters of all generations and from all over the world engaging with the new content, bringing them closer to the club.’
The Arsenal Stadium Tours operate 7 days a week throughout the year: Stadium Tour – Arsenal Emirates Stadium Tours | Arsenal Direct.
