ICRAVE Designs Sir Adam in Amsterdam

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ICRAVE Designs Sir Adam in
Amsterdam
(September 2015) posted on Tue Sep 22, 2015
SIR Hotels property to debut in spring 2016
DIGITAL EDITION
European lifestyle brand SIR Hotels has tapped New York design and
branding studio ICRAVE to design its latest property, Sir Adam. Slated
Enhance your Boutique Design magazine
to open in spring 2016 within Amsterdam’s A’DAM Toren tower, the
experience by exploring our interactive
digital edition.
110-key property will feature a music-inspired design that references the
tower’s other residents, including music and entertainment companies
such as ID&T (SFX), MassiveMusic, guitar manufacturer Gibson and
other creative businesses.
A rendering of the A’DAM Toren tower in Amsterdam. Image: Courtesy of
Sir Adam
“Sir Adam will be more than a hotel,” says Jesse MacDougall, director
of strategy and brand development at ICRAVE. “We set out with the
goal of creating a community hub by harnessing the creative energy of
the budding neighborhood and weaving it through the experience. We
had to strike a balance between the refined expectations of hotel
guests and the raw, dynamic style of the creative class.”
The hotel’s main entrance, which will sit upon a riverside terrace and
bike path, will feature a mobile bar to serve outdoor guests. Inside, the
firm’s living lobby concept—known as the Butcher Social Club (the
latest outpost for the Butcher food and nightlife brand)—will house
lounge areas, game tables, swing seats, a two-story living green wall,
original murals and artwork.
A rendering of the Butcher Social Club and The Hub at Sir Adam. Image:
Courtesy of Sir Adam
Overlooking that space on the mezzanine, The Hub will serve as a
check-in and retail concept with products made by Amsterdam
creatives, as well as music gear. The check-in console will be designed
as a lenticular sculpture that graphically changes as guests move around
it. Also on the mezzanine, The Music Library will feature a collection of
tracks accessible via Bluetooth.
A spiral staircase will connect the mezzanine to the roof, which will be
home to The BeerGarden and the Deck. When combined, the Deck and
The BeerGarden will create one large event space accommodating up
to 200 guests.
Guest rooms will be decked out with Bluetooth-enabled record players
and a custom-designed minibar. Curated work from local artists, mirrors
etched with illuminated lyrics, and custom furniture and lighting will
adorn the accommodations. Designers plan to embrace the building’s
original shell by leaving the raw concrete columns and ceiling exposed.
Rooms will also house floating, cantilevered desks and window benches.
A rendering of a guest room at Sir Adam. Image: Courtesy of Sir Adam
Bathrooms will be decked out in calacatta tile, and corner rooms will
house showers with full-height windows overlooking the plazas and
rooftops. “We recently completed the model rooms and the views of
the busy harbor are breathtaking beyond anticipation—these are going
to be some of the best views available in all of Amsterdam,” says
MacDougall.
“Sir Adam is like Amsterdam: cool, edgy, creative, culturally rich, a little
naughty—but always interesting,” says Bram van der Hoek, concept
developer of SIR Hotels and managing director of Europe Hotels Private
Collection. “Sir Adam’s cutting-edge design combined with the
innovative lifestyle programming of the A’DAM Toren is committed to
fun and will bring a new turbocharger of life to the Amsterdam hotel
scene.”
Terms: Projects Amsterdam A’DAM Toren ICRAVE Sir Adam SIR Hotels Web
September 2015
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