The Hidden Art of Amsterdam’s Sticker Culture

Random lampposts in Amsterdam serve as a stage for witty criticism, raw activism, poetry, football passion, and promotion of emerging bands. Art and culture are literally out on the streets, waiting to be noticed. But who are the people behind these messages? And why do they plaster the city with stickers?

Four sticker movements in Amsterdam

• Entrepreneurs. Local businesses use stickers as free advertising for their hair salons, yoga studios, bike repair shops, bands, or festivals.
• Activists. They spread their views on climate change, the Middle East, or capitalism, using stickers as a form of protest.
• Football fanatics. Sports fans always seem to have a set of stickers in their pockets, marking their territory in public spaces.
• The street art scene. Perhaps the most intriguing group, these artists leave behind tiny works of art: drawings, photos, jokes, poetry, or other graphic creations. Working outside the traditional gallery and museum circuits, they aim to reach a wider audience.

A smile on the streets

One of the city’s sticker artists is Boyo, known for his colourful characters with open mouths full of teeth. To him, stickers are like mini-graffiti: small messages that can be left anywhere. “The idea that someone could unexpectedly smile, have a thought, or feel a connection because of something I created — that’s what drives me,” he says.

The battle for public space

The struggle for visibility in public spaces plays a crucial role. Who controls the cityscape? Who gets a spot? Stickers, according to Boyo, are a powerful and effective tool in this battle. He appreciates Amsterdam’s graffiti culture: “Great spots, talented writers, cool stickers.” Many graffiti artists combine spray-painting with stickers, as it’s a fast way to gain recognition and slightly less illegal than graffiti.

An underground network

Although sticker artists often don’t know each other personally, there is a strong sense of community where they closely follow each other’s work. However, this is based on mutual respect and curiosity rather than rivalry. “You have to fight for your spot on a pole, but there’s no real competition between sticker artists,” Boyo explains. “It’s more about inspiring and challenging each other. After a while, you start recognising people’s styles and develop respect for their work. It feels like an underground network.”

Go outside and explore the city’s hidden artworks

Got an hour to spare? Stroll around Amsterdam’s NDSM wharf and discover the vibrant sticker scene yourself. You’ll come across works from well-known names and international crews, but also from small, local artists who use stickers to leave their mark on the city. Check out the route here.