Sexmuseum in Amsterdam: 'Hymn to love through new holograms', interview with director

The museum was opened in 1985 in Amsterdam. It one of the most visited museums in the Netherlands. It was founded by Monique van Marle.

The Sexmuseum was founded in 1985. How did the idea come about?

It all started in Amsterdam on April 6th 1985, but actually the origins go back a bit further. Originally, the building was a slotmachine hall on the Damrak. When this company moved to the Rembrandtplein, something had to be thought up. The result was that a number of erotic objects would be exhibited in display cases at the entrance. The idea was simple: visitors would come in, have a look around and spend their money in the machines that were still at the back. However, the public's interest in the erotic objects was overwhelming and the seed was planted...we had to do something with this...

There was enormous curiosity. On the first day the business was in motion again there was an overwhelming crowd, not at the slotmachines, but at the display cases. That was a decisive moment; the beginning of the Sex Museum.

Look at the Gallery: Sexmusem Amsterdam

How did the collection of works come about and how do you choose what to offer?

Actually my very first auction, which was in Belgium, is one of the most interesting stories for me because an extraordinary thing happened that had a huge impact on the appearance  of the museum. At that auction, I bought the iconic Venus statue, an important piece for our collection. The statue was heavy—about 300 to 700 kilos, I don't remember exactly. It had to be picked up in Belgium by a company called “Art Handling Services” and brought to the museum. The funny thing is that the statue ended up in the entrance, not because of a conscious choice, but out of necessity. The floor inside the museum was not strong enough to carry the weight. So it wasn't a planned location, but it works perfectly.

Many of the so-called "modern" sexual innovations are echoes of historical practices. For example, ancient Egyptians used early forms of contraceptives made from crocodile dung and honey, while the Kama Sutra, written over 1,500 years ago, contains sexual techniques still referenced today. Even the idea of sex toys dates back thousands of years—archeologists have discovered phallic objects in prehistoric sites that suggest the use of pleasure tools long before modern manufacturing techniques.

In some ways, ancient societies may have been more liberated, while modern culture exhibits a paradoxical mix of openness and conservatism. Ultimately, eroticism continues to reflect cultural attitudes rather than a field of continuous reinvention.

What innovations have been made in recent years?

Now Sex museum history and technology collide to create an unparalleled experience. The team at EW4D led by executive producer Joel Solloway alongside creatives Najma Bhatti and Yuri Buzzi, have designed four interactive and fascinating attractions that will transport visitors through the evolution of desire in the most engaging way. In one of the largest high-definition LED displays ever exhibited in the museum, it's possible to take a breathtaking visual journey through pin-ups of all time. An extraordinary blend of animation and exclusive images brings these iconic eras to life, making the viewer feel as if they've entered a time capsule of seduction.

Why would you recommend a visit to the Sexmuseum to those who are planning to visit Amsterdam in the next few months?

There are many innovations, which will be completed in 2027. With holographic illusions, as one proceeds, they are drawn into the Deep Frame hologram: the history of sexuality unfolds before the viewer's eyes. Taboos, desires, and fantasies materialize in a captivating fusion of past and future: are they real or just an illusion? Then comes the human hologram: here, one finds themselves face to face with a powerful realistic holographic figure, embodying the transformative and liberating essence of sexuality. As you approach, you feel the energy, and it's possible to embrace the colors and emotions radiating from the digital-human performance: a sensory experience like never before.

Holographic narrators then guide you through the museum's most intriguing secrets, bringing to life stories of passion, repression, and freedom. It is a unique experience for every visitor.

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