A hugely successful franchise, Ripley’s already has museums across the globe and the new Amsterdam location marks its third site in Europe (joining London and Copenhagen). The museum’s namesake,Robert Ripley, was a famous American 20th-century cartoonist and explorer, who travelled to 201 countries and regaled in the unexpected. As Alejandra Ramos from Ripley’s Amsterdam marketing department explains, Ripley’s idea was to celebrate the unusual and embrace difference rather than poke fun at it: “Robert Ripley was against the idea of mocking difference. He believed we should celebrate the unknown. That really fits into the vibe of Amsterdam and how people interact. It’s a free city.”