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Tower of Power

The fictional character of Sir Adam is the inspiration for SIR Hotels’ latest venture, the Sir Adam hotel inside A’DAM Toren (tower) in Amsterdam, which is expected to open this spring. The 100-room luxury boutique hotel—owned and operated by Europe Hotels Private Collection (EHPC), parent company of SIR Hotels—occupies the first eight floors of the tower, which sits at the foot of IJ River across from Central Station and adjacent to the EYE Film Institute. The building was formerly Royal Dutch Shell’s Overhoeks Tower, and is being redeveloped  as a mixed-use facility.

According to Bram van der Hoek, managing director of EHPC and concept developer of SIR Hotels, Sir Adam is “a passionate music junkie with a talent for creating new tunes and harmonious connections. To him, music is an international language that brings people together.” He fits well in the 22-story tower that will also be home to an observation deck, revolving restaurant and the offices of a number of music-based companies, including Gibson, SFX Entertainment and ID&T.

New York-based ICRAVE was “found by Sir Adam” to design a space where the creative types that work in the building, and elsewhere in the neighborhood, can congregate at the hotel with guests. “All of the public spaces are not explicitly for hotel guests. We wanted to become essentially the living room, or common space, for the rest of the tower and the rest of the neighborhood,” said Jesse MacDougall, director of strategy and brand development at ICRAVE. 

The centerpiece of the public space is the lobby, which is housed in what MacDougall called the plinth building. “We really fought against the impulse to break the plinth building into two floors,” he said. “We showed some restraint to not use up all of the square footage and created a mezzanine back from the riverside, south-facing windows, so that the whole public space is a double-height space. It allows the tower’s massive concrete leg to penetrate through our main space. We left it untouched, and it’s really just a dramatic, dynamic piece in our lobby.”

Atop the plinth building is a hospitality deck that “really leverages the river presence because, when you’re on it, it’s just amazing,” said MacDougall, who also noted that, “We’re going to have dutch hot tubs up there and, in the nice weather, we’re going to have parties up there. When it’s not a party space, it’s going to be an amazing event space for hire.”

The lobby will also be home to the Butcher Social Club, “a casual place to connect people: an island bar with live DJs, a hole-in-the-wall-style burger joint with a lounge complete with pool, Ping-Pong and soccer tables, as well as a one-of-a-kind terrace facing the IJ River,” said van der Hoek.

An extension of the locally popular Butcher burger bar, the Butcher Social Club will feature a nightclub room that takes its cues from the Butcher burger bar in downtown Amsterdam, noted MacDougall. “The burger bar [in downtown Amsterdam] looks like a tiled, vintage-style burger bar, but the back room—the secret room—is all steel-clad, so we took that look and brought that out to the front of our social club in the lobby. We’re going to have an artist do an installation on the security doors; we’ve put them in to give it that street feel.”

The guestrooms—which include four small boutique rooms—will feature “a pretty industrial palette,” said MacDougall. “We tried to use raw concrete, or rather precast or concrete panels or oil-rubbed steel like brushed oak, as a general palette, and then there’s pops of color, mostly orange. For example, rooms have these orange sheers that come down which completely changes the whole dynamic of that room; the rooms get a lot of sun, which puts kind of a tint or haze over everything.” The orange can also be seen in the custom desks in the room, which “have a drawer face that’s hand-etched and scraped as if it’s sort of like a school desk graffiti,” said MacDougall.

The music influence creeps into the guestrooms with the inclusion of Crosby Bluetooth record players. “When you play a vinyl record on a record player, and it fills that room with that sound, there’s just nothing else like that and you can’t re-create it with your headphones or your iPhone,” said MacDougall, who also pointed out that song lyrics—“Sir Adam’s favorite songs,” according to van der Hoek—will be etched in bathroom mirrors and inside the elevators.