I find myself in a brightly lit space filled with neon-colored crescent moons and virtual reality installations designed to help visitors experience the true meaning of Islam. Around me, neon-colored lights and lasers hum softly. A holographic AI-Imam is ready to answer my questions. And did I mention that the driving force behind this entire initiative is former PVV politician Yoram van Klaveren? (NB: the PVV, currently the largest party in the Netherlands, has a strongly islamophobic ideology and has proposed, for instance, to outlaw the Koran).
It may sound surreal, but in Rotterdam Zuidplein—just a street away from the shopping center and metro station—it is a reality. At the Islam Experience Center (IXC), visitors embark on a virtual journey through the historical, present, and future significance of Islam.
In this blog post, I will explore how the IXC attempts to reshape negative perceptions of Islam in the Netherlands using various forms of immersive media, including AI, 8D Surround Sound, Virtual Reality, and holograms. The IXC serves as a compelling example of how Islam’s meaning is contested in the Netherlands and how this battle is fought using media designed to evoke emotions.
'Emotionalization'
Islam in contemporary Dutch society evokes a wide range of emotions and prejudices. Political parties like the PVV portray a version of the Netherlands on social media that centers on fear of Islam. According to Jan-Willem Duyvendak’s work on identity formation and citizenship, emotional polarization is a defining characteristic of modern politics. Politics, Duyvendak argues, has become emotionalized—less focused on ideology and more driven by feelings of aversion, fear, and pride. In this context, Islam is often presented as a threat to the Dutch sense of home. The IXC actively challenges this portrayal of Islam in the Netherlands, attempting to offer an alternative, more relatable perspective.
The center’s mission becomes even clearer when we consider the motivations of one of its key initiators: Yoram van Klaveren. Van Klaveren was a member of the Dutch House of Representatives for the far-right PVV from 2010 to 2014 but later made a highly publicized conversion to Islam. In interviews, he has stated that he seeks to correct the image of Islam that he and the PVV helped create: “Perhaps I feel the need to set the record straight.”
Visiting the IXC
Exiting the metro station, I take a turn past the Zuidplein shopping center and see a large office building emerge across the street. Google Maps indicates that an Islam Experience can be found in this building, but from the outside, I cannot yet see how or where this will take place. Only at the entrance do I notice a small purple sign with the logo of the Islam Experience Center standing by the door. The Islam Experience Center is located in the culturally and religiously diverse area of Rotterdam South. This part of the city has often been described as facing problems that are "un-Dutch"—a term used by the National Program Rotterdam South, a government initiative which has been addressing issues in this neighborhood since 2010. The location of the Islam Experience Center is no coincidence: IXC is situated right in the middle of societal debates and polarized perceptions of Islam. In a place that has often symbolized integration challenges, IXC aims to present a new perspective on Islam.
Stepping inside, visitors are greeted by holograms, bright neon lights, and fluorescent crescent moons. After a brief tour by one of the IXC staff members, I enter one of the five rooms, each offering a different immersive media experience. Islamic artifacts and the Five Pillars of Islam appear as holograms with accompanying audio explanations. A 360-degree AI-generated video presents a futuristic Islamic city, conveying the idea that Islam is not an outdated religion but a modern faith—even a faith of the future.
Additionally, the beauty of Islam is emphasized through 8D surround sound, allowing visitors to experience different calls to prayer. With visuals of mosques projected around them, the call to prayer resonates rhythmically from all directions. This sensory immersion highlights the aesthetic and spiritual aspects of Islam, countering the negative connotations often associated with the call to prayer.
The IXC’s effort to reshape Islam’s image is most evident in one of its VR experiences. The VR simulation begins in a living room. A TV turns on, displaying media clips about violent Islamic conflicts, terrorism, the murder of Theo van Gogh, and 9/11. Suddenly, there’s a knock at the door. Upon opening it, the visitor embarks on a journey through Islamic history. The journey starts in the House of Wisdom in the 9th century, followed by a visit to the Ka’ba, where viewers learn about scientific and cultural contributions from Islamic civilizations. A voice-over guides the experience, stating: “Islam is a gift to make life better and easier, not harder.” and “Islam stands for peace and serving God.” Visitors can explore this perspective through a 360-degree video.
A second VR experience places visitors in different scenarios of discrimination and racism. In these scripted situations, they experience what it feels like to be excluded. For example, in one scenario, they are playing on the street when a passerby hurls racist insults. Each scenario begins with the question: “How would you feel if you were excluded?” By immersing visitors in these experiences, the IXC appeals directly to their empathy, linking Islamophobia to broader issues of racism and discrimination. This experience can also be viewed in a 360-degree video.
At the IXC we can also see the limitations of immersive media, as demonstrated by the AI Imam. The AI Imam is a holographic figure connected to artificial intelligence, designed to engage visitors in personal interaction. Initially, visitors could ask any question, but the AI has since been restricted to predefined responses crafted by the IXC. When asked why, staff members explained that when the AI was allowed to generate responses freely, it began producing inappropriate and inaccurate statements. This example illustrates both the potential and risks of using AI in interactive experiences. While AI can enhance engagement, it also requires careful moderation to ensure accuracy and reliability.
Immersive reframing of Islam in the Netherlands
In today’s political discourse on citizenship and identity, the debate is shifting away from legal documents like passports and focusing more on emotional belonging. By framing Dutch identity in emotional terms—creating a “we” versus “them” dynamic—Islam has been cast in a polarizing light. Public opinion and parties like the PVV argue that "ordinary Dutch people" no longer feel at home in their own country, often citing Islam as the reason for this alienation. This portrayal frequently characterizes Islam as backward, alien, and aggressive.
Through immersive media, the Islam Experience Center counters this narrative by presenting Islam as progressive, beautiful, and peaceful. Rather than relying solely on information and education, the IXC employs full sensory immersion to offer visitors a new experience of Islam. This makes the IXC a fascinating case study in how the emotional meaning of Islam is being contested in the Netherlands—and how media is being used to shape public perception through emotion-driven engagement.
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