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Sir Adam taps ICRAVE to design an urban luxury boutique hotel in A’DAM Tower, Amsterdam

(TRAVPR.COM) NETHERLANDS - October 1st, 2015 -


Amsterdam, New York – October 1, 2015

Sir Adam taps ICRAVE to design an urban luxury boutique hotel in ADAM Tower, Amsterdam

SIR HotelsSecond Netherlands Outpost Influenced by Global Music, Art and Exploration

ICRAVE, an internationally renowned innovation studio based in New York City, has been tapped to design the newest addition to SIR Hotels’ collection of luxury boutique hotels. Sir Adam, an eccentric and exciting hotel slated to open spring 2016, is inspired by music, travel, and the effervescent creative community of its surrounding neighbourhood. Sir Adam inhabits the A’DAM Toren, the new epicenter of the music and entertainment industry in Amsterdam. The tower is located directly across the IJ-River from Central Station at the foot of Amsterdam City IJ-River and is adjacent to the EYE Film Institute. 

Sir Adam— the hotel’s namesake personality— discovered ICRAVE in New York, and realized the firm was perfectly suited to translate his avant-garde style into the ultimate guest experience. Together, they envisioned an eclectic, luxury boutique hotel that plays host to lifestyle travelers, locals and neighbours in a curated environment full of music and art.

“Sir Adam is like Amsterdam: cool, edgy, creative, culturally-rich, a little naughty - but always interesting,” said 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.”

“Sir Adam is more than a hotel,” noted 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 neighbourhood 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 A’DAM Toren tower is home to the headquarters of the world’s leading music and entertainment companies: ID&T (SFX), MassiveMusic, renowned guitar manufacturer Gibson, and a medley of young creative companies with a passion for music. As such, ICRAVE integrated opportunities to draw the music narrative into the design of Sir Adam throughout the public spaces and his guest rooms.

Sir Adam’s main entrance is steps away from the Central Station ferry and sits upon a broad riverside terrace, as well as a bike path. There, Sir Adam’s mobile bar will serve outdoor guests from sun up to sundown. Inside, ICRAVE envisioned a ‘living lobby’ as a vibrantly curated, event-ready space that is as much for the community as it is for guests. The living lobby will be known as The Butcher Social Club – the latest outpost of the Butcher brand – a staple in the Amsterdam food and nightlife scene. The space is adorned with eclectic lounge areas, game tables, swing seats, a two-story living green wall, original murals and artwork.

On the mezzanine overlooking The Butcher Social Club, Sir Adam welcomes his guests at The Hub, a curated check-in and retail experience that showcases unique products made by Amsterdam creatives, and eclectic gear for music junkies. The check-in console has been designed as a lenticular sculpture that graphically changes as guests move around it. Also on the mezzanine - guests can listen to Sir Adam’s favorite sounds in The Music Library, featuring a curated collection of new and exclusive tracks all accessible by Bluetooth.

A spiral staircase connects the mezzanine to the roof, home of The BeerGarden and The Deck. The garden roof features a variety of Amsterdam’s best beverages amidst seasonal sculptures, landscaping, and unparalleled panoramic views of the city’s center. The Deck features Sir Adam’s flexible, creative spaces nestled between the tower legs, and can be combined with The BeerGarden to create one large event space that can host up to 200 people.

The 110 luxury guest rooms are outfitted with all the necessities to entertain, from Bluetooth-enabled record players to a custom designed minibar. Each guest room features curated work from local artists, mirrors etched with illuminated lyrics from Sir Adam’s favorite songs, custom furniture and lighting. ICRAVE embraced the original shell of the building and left the raw concrete columns and ceiling exposed. Floating, cantilevered desks and window benches maintain the continuity of floor-to-ceiling windows.

The bathrooms are fully decked out in calacatta tile and the corner rooms have showers with full height windows exposed to the plazas and rooftops, almost daring guests to exhibit their wild side. “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,” added MacDougall.

Opening in spring 2016, Sir Adam invites everyone to immerse themselves in the best art, music, food and drink available in Amsterdam. Infused with Sir Adam’s global experiences and commitment to curation, his hotel is poised to become the new cultural hub at Amsterdam City IJ-River, an area described by the New York Times as the city’s “red-hot art neighbourhood and new creative center”.


Press & media

For more information about ICRAVE, please call or send an email to:

Vanessa Stone | Communications director UPSPRINGPR

+1 646 722 8146 x104 |

For more information about Sir Adam, please call or send an email to:

Riva Nurse | Manager Marketing & PR

+31 (0)20 710 7278 |

About Sir Adam

Sir Adam is a legendary music impresario and hospitality-king, who never fails to impress. He’s an agent provocateur, member of the titled family of SIR Hotels, and a maker of myths. Sir Adam inhabits the first eight floors of the A’DAM Toren. Here discerning lifestyle travelers, locals and neighbours can stay in a stylish and captivating environment. His urban luxury boutique hotel will provide an integrated lifestyle experience with 110 stylish guest rooms and creative spaces offering breathtaking views over Amsterdam. It’s worth noting that the elusive Sir Adam will kindly open his doors to the public in the second quarter of 2016. So one can delight at ʻThe Butcher Social Club’ (featuring a stylish restaurant, a riverside terrace and destination bar), ʻThe BeerGarden’ and a Gym. Amazingly, this welcoming space will be open 24/7.

About SIR Hotels

SIR Hotels is a European lifestyle boutique brand, rooted in Amsterdam in 2011. It’s a legendary collection of luxury boutique hotels creating the unexpected in original guest experiences. Each SIR Hotel creates its own cosmos and has entrepreneurial spirits, a fine taste of aesthetics and features a distinctive destination for the design savvy traveler of the 21st century.



ICRAVE is an innovation studio based in New York City that reimagines built and digital environments for brands, choreographing memorable experiences that foster curiosity, imagination and lasting emotional connections. Helmed by Lionel Ohayon since 2002, ICRAVE has worked with Fortune 500 companies and innovative startups on award-winning hospitality, airport, workplace, and healthcare​ projects across the globe.


About Europe Hotels Private Collection

Europe Hotels Private Collection (EHPC) is an independent hotel management company routed and based in Amsterdam. EHPC manages a collection of individually designed hotels in Europe and creates lifestyle hotel concepts and brands. The brands SIR Hotels and Max Brown Hotels are boutique hotels that are developed by EHPC. EHPC enjoys food & drinks and operates destination restaurants, bars & lounges under a strategic partnership with The Entourage Group. Our team consists of passionate individuals who are committed to curating original initiatives and translating them into a unique guest experience. In this way we provide a wide range of added value services covering every aspect of the hotel business, all of which contribute to improving performance.


About The Entourage Group

The Entourage Group is a signature turn-key food and beverage service specifically designed for hospitality venues including hotels and other high-end locations across the globe. Our wide range of expertise has been cultivated extensively through years of hotel management, operations and fine dining experience with our international restaurant brands. Collectively, our strengths and experience inspire

The Entourage, the new standard of modern hospitality. Currently operating properties include MOMO Restaurant, Bar & Lounge in Amsterdam, IZAKAYA Asian Kitchen & Bar in Amsterdam, The Duchess Amsterdam and The Butcher Amsterdam.


About ADAM Toren

A’DAM Toren is the new name for ‘Toren Overhoeks’. The Tower was designed by architect Arthur Staal as a commission by Royal Dutch Shell. Staal designed the office tower at 45º to the IJ-river waterfront. This diagonal position (‘Overhoeks’ in Dutch) gave the building its first name - and, in fact, informs much of A’DAM’s edgy, innovative and surprising personality.

A’DAM is a tower of many talents. A place where one can eat, work, rave, sleep. A’DAM will house a spectacular observation deck (Lookout), a hotel (Sir Adam), a daring night club (Shelter) and several top-notch restaurants and bars, such as 360, The Butcher Social Club & Terrace, and The BeerGarden. Sandwiched between the attractions will be the cutting-edge homes of ID&T, Massive Music, Gibson and a medley of young creative companies with a passion for music.


Design Hotels

From opening in 2016, the urban luxury boutique hotel Sir Adam will be a proud member of Design Hotels™ Made by Originals.


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Name: Riva Nurse
Company: Europe Hotels Private Collection
Phone: +310207107278
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