There's also an Amsterdam movie theatre across the IJ named "Eye" Film. I(expat)'ve always heard dutch "ij" as an over-annunciated "eye" where the sides of your mouth are a more widely open.
And the windmill-brewery in AMS, Brouwerij 't IJ.
Is it "eye" or "ey"? I remember "destijl" pronounced "de steyl" and not "de style".
It's a sound that does not exactly exist in English, somewhere between the diphtongized a in maze and eye. Quite many dialects kept the old ee pronunciation.
And then kids in Amsterdam pronounce it now as I anyway