The Museumplein is the public space where the three major museums – the Rijksmuseum, Van Gogh Museum, and Stedelijk Museum – and the concert hall Concertgebouw have their entrances. It is also the centre point of the district Oud Zuid (Old South) where all the shopping streets such as PC Hooftstraat, Hobbemastraat, Willemsparkweg and Van Baerlestraat come together. In the heart of the square there is a pond where kids swim in the summer and ice skate in the winter. The space is also used for (mass) events such as festivals, celebrations, and demonstrations. Located at the back of the Rijksmuseum on Museumplein, the large I amsterdam letters are a much sought-after photo opportunity. Visitors photograph themselves, in, around and on top of the slogan, and it always manages to inspire the novice photographer.