ICrave designs luxury boutique hotel in A’DAM Tower, Amsterdam

New York-based ICrave is designing the newest addition to SIR Hotels’ collection of boutique hotels. Sir Adam, slated to open in spring of 2016, will inhabit the A’DAM Toren 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. The A’DAM Toren tower is the headquarters of music and entertainment companies, including ID&T (SFX), MassiveMusic and guitar manufacturer Gibson.

Sir Adam’s main entrance will be near the Central Station ferry and will be upon a riverside terrace, as well as a bike path. A mobile bar will be made available there.


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Inside the property, ICrave envisioned a “living lobby,” which will be known as the Butcher Social Club – the latest outpost of the Butcher brand. The space will have 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 will have The Hub, a curated check-in and retail space. The check-in console was designed as a lenticular sculpture that graphically changes as guests move around it. The Music Library, offering a curated collection of tracks all accessible by Bluetooth, will also be located on the mezzanine.

A spiral staircase will connect the mezzanine to the roof, home of The BeerGarden and the Decks. The garden roof will have seasonal sculptures, landscaping and panoramic views of the city’s center. The Deck will be located between the tower legs, and can be combined with the BeerGarden to create an event space that can host up to 200 people.

The 110 guestrooms will have Bluetooth-enabled record players and a minibar. Each guestroom will also have curated work from local artists, mirrors etched with illuminated musical lyrics, custom furniture and lighting. 

ICrave retained 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 will be decked out in calacatta tile and the corner rooms will have showers with full height windows exposed to the plazas and rooftops.

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