a’dam toren
TRANSCRIPT
Hello, I’m A’DAM - the big tower behind Amsterdam’s Central Station, and the one beside the spaceship-like EYE Film Institute. I’m a building of 22 stories,with many more to tell.
I can see everything: from Amsterdam’s historic centre, to its bustling port and the vast polder landscape. I can even spot your house from here. In April 2016, I’ll be able to share this breathtaking 360° view from my observation deck. I’ll also host several cool bars and restaurants, anda bunch of pioneering music companies. Expect no sleep as I’ll be open day and night, 25 hours a day, 8 days a week.
3
A’DAM Toren is the new name for Toren Overhoeks. The tower was designed by the architect Arthur Staal as a commission by Royal Dutch Shell. In fact, the tower is also affectionately known as the ‘Shelltoren’ by many Amsterdammers. It was officially opened in 1971, and was home to the multi-national oil company until 2009.
A’DAM is proud of its roots – as it boldly claims the well-known abbreviation of Amsterdam. The brand name A’DAM also stands for ‘Amsterdam Dance and Music’, which reflects the business of the owners and main tenants: ID&T, AIR Events and MassiveMusic.
Staal designed the office tower at 45° to the IJ waterfront. This diagonal position (‘overhoeks’ in Dutch) gave the building its first name; and informs much of A’DAM’s edgy, innovative and surprising personality.
At this moment, A’DAM is undergoing a major renovation that will transform it into an iconic multifunctional tower. It will be home to a mix of offices, cafés, restaurants, a hotel, an observation point and a revolving restaurant. A’DAM is dueto open in April 2016.
4
Yes, I havea swing!
5
Watch this rather tall space. I’ll be a tower of many talents. A place where one can eat, work, rave, sleep. Repeat. I’ll house a spectacular observation deck, a hotel, a daring nightclub and several top-notch restaurants and bars. In case I forget, my 19th floor will spin right round (like a record baby).
Sandwiched between the attractions will be the cutting-edge homes of ID&T, MassiveMusic, Gibson and a medley of young creative companies with a passion for music. I’ll be a dynamic hub that breedsinteraction and collaboration. An environ-ment where creativity can flourish, and where nobody is in a hurry to go home.
6
ENTRANCE LOBBY + TERRACE
MEETING ROOMS17th FloorTHE LOFT
16th & 17th Floors
SHELTERBasement
GIBSON10th Floor
A’DAM WORKS:8th FloorWINKRABOBANK AMSTERDAM A’DAM MUSIC SCHOOLSIX SENSESENTERTAINMENT MATTERSTHE STONE TWINS9th FloorTHUNDER PLUGSSCHOOL OF HOUSEENTER DEXTERJONGENS VAN DE WERELDSCHIPPER LEGALHEADLINE MUSICENTROPT22 TRACKS
A’DAM&Co18th Floor
.
MADAM20th Floor
SFX 14th FloorID&T 13th Floor
Q-DANCE 12th FloorMONUMENTAL 11th Floor
LOOKOUTEntrance
MASSIVEMUSIC15th Floor
SIR ADAMGround to 7th Floor
THE BUTCHERSOCIAL CLUBGround Floor, Gym & Terrace
LOOKOUT20th & 21st Floors36019th Floor
THE BEERGARDEN
FUCK YEAH!7½ Floor
PLAY
LOVE
CREATE
DISCOVER
SWEAT
TWERK
DREAM
7
Among my confirmed tenants are: SFXSFX Entertainment is the largest globalproducer of live events and digital enter-tainment content, focused exclusively on the electronic music culture. SFX is the parent company of ID&T, Q-dance and Monumental Productions.
ID&TID&T is a pioneering electronic musicexperience company. Working with the world’s most talented and innovative DJs, musicians, creatives and artists, it creates dance events under the motto ‘Celebrate Life’. ID&T’s goals are to spread joy, have fun and share ideas with tomorrow’s generation.
Q-danceQ-dance caters to fans of hard-styledance music and offers events, news, streaming radio and video as well as managing DJ/Producers. Q-dance events include Defqon.1 in the Netherlands and Australia, Qlimax and regular arena events worldwide.
MonumentalMonumental Productions is anAmsterdam-based producer of the Awakenings festival and other dance music events.
WINKWink is an international creative event,communication and design agency. As experience architects, Wink sees events as a powerful communication tool to build and communicate brand identities. Though rooted in art, rock ‘n’ roll and raves, the company has ten years of experience creating memorable corporate events, experiences and environments.
MassiveMusicMassiveMusic is an award-winninginternational music agency. MassiveMusic produces and composes music for the worlds of advertising, broadcast design, interactive and brands. It also develops sonic branding and music strategies for global companies, provides music search and licensing services, creates innovative music activations and scouts new talent.MassiveMusic is proud to have sprinkled its melodic magic on many of the world’s biggest brands.
GibsonGibson Innovations is part of GibsonBrands, Inc., one of the fastest-growing consumer electronics companies in the world. Gibson Innovations is a privately held company with a portfolio of music and audio brands for both consumers and professionals, across the full journey of music: creation, performance and experience. It combines great soundquality with sophisticated design to deliver the best entertainment experience.
8
Three of my sidekicks – Sander Groet, Duncan Stutterheim and Hans Brouwer – are world-renowned in the music industry, and with their respective companies will relocate to my funky new offices in April 2016.
With this trio at the helm, music will literallybe pumping through me. I’ll be the life and soul of the party, the beating pulse of Amsterdam and set the rhythm for the creative industries. And even though, it’s my business to make some noise, I promise not to annoy the neighbours.
Partners
9
SanderGroetSander Groet is co-owner of Club Air.In addition, Sander is the brains and initiator behind several large dance events and festivals including Mysteryland, Milkshake, Amsterdam Open Air, Buiten Westen and Valhalla. Since 2012, Sander has been the driving force behind the A’DAM Toren, and totally focussed on realising his boyhood dream of an iconic observation deck in Amsterdam.
HansBrouwerHans Brouwer is the founder and CEOof MassiveMusic, a company that produces and composes music for many of the world’s biggest brands. Being an entrepreneur and musician at heart, Hans is also partner in a handful of Amsterdam clubs and restaurants, a member of the advisory board of the Metropole Orkest and ambassador for the Red Cross. In 2011, Hans was awarded the ‘Amsterdam Business Award’.
Duncan StutterheimDuncan Stutterheim is the face of ID&T -a pioneering electronic music experience company founded in 1992 - and a well-known entrepreneur in music, festivals, and dance. He has fostered many startups where youth culture and innovation collide. His latest project is called ‘Open House’ and enables new companies in the entertainment industry to get noticed. Duncan is key partner of A’DAM.
Lingotto / Eric-Jan de RooijLingotto is a property development company dedicated to transforming existing buildings into ones with a new purpose. With its unique ‘restructive approach’, Lingotto seeks tailor-made solutions for buildings in co-creation with the owners and new users. Examples include the Fabriek van Delftshaven, Huygens’dok and De Burgemeester. Eric-Jan is involved in the development of A’DAM on behalf of Lingotto.
10
Wow!
11
My crown contains an observation deck with an unrivalled panoramic view of Amsterdam. You’ll see the city’s historical centre, its pulsating port, the unique Dutch polder landscape and, if you’re lucky, you might even spot the Lord Mayor on his bicycle. Complementing the experience will be a state-of-the-art interactive exhibition about Amsterdam’s history and culture.
In addition, I’ll also have a giant swing!A swing-set that sends thrill-seekers (in a full-body safety harness), flying back and forth over my edge. After all, it’s called LOOKOUT for a reason.
12
Allow me to introduce MADAM, the panorama bar and restaurant located on the 20th Floor. During the day, this swanky setting is part of the LOOKOUT experience. But as soon as the sun goes down, the music goes up – and MADAM is transformed into Amsterdam’s highest nightclub, and a haven for nocturnal delights.
Guests will be able to savour stellar cocktails, an extensive à la carte menu and, of course, a stunning view of Amsterdam. MADAM is the only bar in town where it’s not rude to stare out the window.
13
360 is the name of the revolving rooftop restaurant located on my 19th Floor. It will rotate once every hour, providing a truly unique dining experience with an amazing 360˚ panorama of Amsterdam. The menu promises re-imagined classics and bold new mixes, with an emphasis on seasonality, nourishment and fresh local products. And that’s not just the DJs.
14
My 18th Floor will be home to A’DAM&Co., an inclusive members’ club. It’ll boast a luxurious setting & a spectacular rooftop terrace with an unrivalled 360˚ view of Amsterdam. However, it will be club members that define A’DAM&Co. A community of creative minds, entrepreneurs & change-makers. Left-brains & right-brains with a passion for collaboration. Whether that’s mixing business & pleasure, dubstep & classical, or sneakers & suits. Anything, except whisky & ice.
Membership of A’DAM&Co. is by recommendation only. So please be nice. You never know who is recruiting.
15
On the 17th Floor, I’ll have a suite of four stylish contemporary meeting-rooms for hire. Each one caters for up to 12 people (although exceptions can be made for big groups of small people) - and offer an inspirational atmosphere with jaw-dropping views of Amsterdam’s skyline, which is simply perfect for blue-sky thinking.
All rooms are equipped with the state-of-the-art facilities (and yes, we have VGA cables) expected for presentations, conference calls and barmy brainstorm sessions. They also offer options for private dinner parties, courtesy of a collaboration with restaurant 360.
MEETING ROOMS
16
The LOFT is the name of my deluxe penthouse on the 16th and 17th Floor. The double-level space is airy, homely and inviting with floor-to-ceiling windows, that showcase expansive city views of Amsterdam.
Importantly, the contemporary design of the LOFT allows for complete versatility. On the one hand, it is ideal for hosting corporate or private functions (for up to 300 guests), and on the other hand, it is the perfect private sanctuary. Complete with an open kitchen and two luxuriously dressed bedrooms, the LOFT is pitch-perfect for A-list celebrities and their egos.
17
You’ll find A’DAM WORKS on the 8th and 9th Floor. It’ll be an open environment for open minds, particularly those in the creative and music industries. A place where ideas, and the coffee, are always fresh – and where inspirational quotes spring from mouths not walls.
A cluster of independent companies (who all share the same levels of entrepreneur-ship, passion and oxygen) are already booked in, and expected to create ripples from Amsterdam to Zama.
18
Sir Adam is the name of the urban luxury boutique hotel on my first eight floors. Here discerning lifestyle travellers, locals and neighbours can stay in a stylish and captivating environment. The hotel will provide an integrated lifestyle experience with 110 guest rooms and creative spaces offering breathtaking views over Amsterdam.
It’s worth noting that the elusive Sir Adam, music impresario and hospitality-king, will kindly open his doors to the public in the second quarter of 2016. So one can delight at ‘The Butcher Social Club’ (featuring a stylish restaurant, a riverside terrace and destination bar), ‘The BeerGarden’ and a gym. Amazingly, this welcoming space will be open 24/7.
19
SHELTER is the name of my subterranean nightclub. I could describe its industrial-chic interior, its distressed thick concrete walls (that compliment the amazing sound system and acoustics) or the fact, that this vast cavernous space will also be available for cultural exhibitions. But no, such boasts are irrelevant. After all, any mind blowing nightclub is in the hands of the program, the DJs and you: the crowd.
20
Noorderkerk
Westergasfabriek
Warehouse Elementenstraat
Central StationFerry
Rijksmuseum Van Gogh MuseumStedelijk Museum
Anne Frank House
Johnny Jordaanplein
Leidseplein
Artis
Westerkerk Oude Kerk
Sander’s HousePassenger Terminal
Muziekgebouw
Hotel De Goudfazant
Planned Skatepark
StorkWilhelmina-Dok
The metro ‘Noord/Zuidlijn’is due to open in 2017.
MunttorenClub AIR
Nationale Opera & Ballet
FoamHermitage
Volkshotel
Beurs van Berlage
NEMORed Light Area
EYE
NDSM Wharf
De Ceuvel
Twiske Nature Reserve
Nieuwe Kerk
Royal Palace
New York TokyoNorth Pole
IbizaSchiphol(15 mins away by train) Dubai
Mediahaven
Tolhuistuin
National Maritime Museum
Port of Amsterdam
Paradiso
Het Concertgebouw
Visitor Address:A’DAM TorenOverhoeksplein 1 1031 KS Amsterdam
Postal Address:A’DAM TorenPostbus 930811090 BB Amsterdam
Directions to A’DAM:The ‘Buiksloterweg’ ferry departs from behind Central Station approx. every 6 minutes. It’s anice ride and it’s free!
21
General Enquiries:Gitte Milder – [email protected]
Brand Partnerships:Lillian Bennink – [email protected]
Technical Developer:Esther Lelyveld – [email protected]
Operator/Partner:Sander Groet – [email protected] Hans Brouwer – [email protected]
Sir Adam:[email protected]
Brand Enquiries:Declan Stone – [email protected]
adamtoren.nl
Architect: Claus en van Wageningen ArchitectenCo-architect: OeverZaaijer architectuur en stedenbouwConstruction: J.P. van EesterenFacade Maintenance: Manntech GevelinstallatiesFinance: FGH, RabobankStructural Engineer: RoyalHaskoningDHVInstallations Consultant: Huygen Installatie AdviseursElevators: Kone / Elevator Consultant: DeernsBuilding Physics: DGMR / Fire Safety: DPA Cauberg-HuygenCost Engineer: IGG Bointon de GrootProject Management: Joustra Management
Creative Direction & Brand Consultancy: The Stone TwinsInterior Design: ICRAVE, D+Z Architecten, TANK, NEXT architectsExperience Design: Northern LightMusic: Everything from Abba to ZZ Top
Copywriting & Design: The Stone Twins CGI Images: CIIIDPhotography: Jasper JuinenAll images are copyrighted and property of their respective owners.© 2015 A’DAM Toren C.V. All rights reserved.Why are you reading this? Go and learn the Tango, or do something useful.
See youreal soon!