In 1975, Amsterdam celebrated its 700th anniversary, a year filled with festivities, cultural events, and unique products that put the city in the spotlight. One of the most notable initiatives was 'The Magic Box' ('De Toverdoos'), a plastic storage box containing a collection of cards that offered a wealth of information about Amsterdam's shops, markets, restaurants, and more. The slogan was 'Experience Amsterdam Through the Magic Box' ('Doe Amsterdam Per Toverdoos'), and it became a central element in the anniversary celebration.
The Magic Box was not just a collection of cards; it was a guide to discovering Amsterdam. The cards were divided into ten colorful themes, ranging from restaurants and cafes to historical sites and parks. The system may not have been perfect (why a butcher’s shop under the theme ‘shops’ and a shrimp store under the theme ’boutiques’?), but it provided a unique way to explore the city.
In addition to the cards, three walking and scavenger hunts were available, such as the Courtyard Tour (Hofjestocht) and the Western Islands (Westelijke Eilanden) walking tour, which revealed more of the city. The Magic Box and cards were available for purchase at kiosks and outlets such as the IAmsterdam Visitor Centre and De Bijenkorf.
The website, https://amsterdam700.nl/, honors the Magic Box as an iconic element of Amsterdam’s 700-year history. It offers a collection of cards, background information, and memories of this special period. Visitors can relive the magic of the Magic Box and learn more about Amsterdam’s rich history during this jubilee year.
