“The camera work is so bad, the lighting is awful. The technical work is terrible - but the people are fantastic!” - Andy Warhol about his movie CAMP

From 3 to 14 August, MAMA presents a series of happenings set against a campsite-meets-festival-ground-meets-urban-beach backdrop.


I <3 CAMP invites a colourful crew of artists and challenges them to co-create and subvert summer leisure activities. For ten days, MAMA adds a golden touch to old-fashioned fun at its showroom. From a 24-hour jigsaw-making marathon (with mandatory karaoke breaks) and a beach library with artist publications to a music festival. Adventurous travellers can indulge themselves during a day trip to the biotope De Lombardijen and guided by the futurologist Dennis Muñoz Espadiña. Complete a day at the MAMA beach in style with an open talent show and a stayover. No camp without camping.


I <3 CAMP is a celebration of the grotesque, the exaggerated, and of things not as they are supposed to be. According to Wikipedia, ‘camp embraces mass culture with artistic ulterior motives’, and in her 1964 attempt to define the concept of camp, Susan Sontag claimed: ‘One is drawn to camp when one realizes that “sincerity” is not enough. Sincerity can be simple philistinism, intellectual narrowness.’ The whole point of camp is to dethrone the serious. Camp is playful and banal.


General information
During I <3 CAMP, MAMA is open 13:00 – 20:00 (Wed – Sat), and 13:00 – 18:00 on Sundays, unless otherwise stated.

Apart from the scheduled events, there’s plenty to see and do at MAMA. You can enjoy the cool breeze or tan yourself on the beach while browsing through one of the many art publications presented. MAMA’s camping site offers some unique products, including bath towels by Wayne Horse, Mike Moonen, Tanja Ritterbex, ‘Greetings from MAMA!’ postcards, and more.

Staying overnight at the MAMA campsite?
You can camp overnight at MAMA on Thursday to Saturday (4, 5, 6 and 11, 12, 13 August). Book a place in one of the three tents Anan Striker made for MAMA or sleep under the stars in the showroom.
Accommodation includes camping cuisine (dinner and breakfast).
Cost: € 20 per person. Max. 15 people per night. Reservations: events@showroommama.nl


Composed by Marloes de Vries and Nathalie Hartjes with contributions by A Recent Writing, All The Cunning Stunts, Fatima Beker, Maarten Bel & Ko de Kok, Meeus van Dis & Bart Eysink Smeets & Steven de Peven, DJ DUnkeLL & Broken Toaster Records, Steye Felix, Stan Gonera, Marianne Hamersma, Zsa Zsa Hessels, Wayne Horse, Deen Karreman, Bob Kraaijeveld van Hemert, Meike Kurella, Benjamin Li, David Maroto, Mike Moonen, Dennis Muñoz Espadiña, Marijn Ottenhof, Tanja Ritterbex, Esther Schaminée, Bert Scholten, Anan Striker, Studio Eyesberg, Kevin de Vries, Nika van Woenzel, and many others.

About HOME

HOME is the leitmotiv by which we encourage conversation about conceptions regarding belonging, representation and identification. HOME is a fundament, the place you return to and anchorpoint for the journey onward. HOME (offline as well as online) is the start of feeling connect to others. Under the name HOME we also present exhibitions in the showroom of MAMA. In collaboration with young makers we express interpretations about HOME | IN REAL LIFE | NETWORKS.


Website by HOAX Amsterdam