Second SIR hotel opens in Amsterdam, boasts industrial-chic interiors by ICRAVE

SIR opened its third hotel, Sir Adam, located in the first eight floors of the city’s landmark A’DAM Toren

SIR has opened its third hotel, the Sir Adam, in the first eight floors of Amsterdam’s landmark A’DAM Toren tower.

Overlooking the City IJ-river and the city center of Amsterdam, this "urban boutique" hotel has 108 guestrooms, food and beverage outlets, and meeting and event spaces. The industrial-chic interiors were designed by New York-based design studio ICRAVE.

Replacing the traditional hotel lobby is The Hub, a co-working space-cum-concept store and music library where guests can listen to a range of classic vinyl records. This space overlooks The Butcher Social Club, located on the ground floor—a gourmet burger joint set in a casual living room environment. The space includes a large island bar and riverside terrace.


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A spiral staircase ascends to a panoramic indoor-outdoor drinking den, The Beergarden. Also located on this floor are The Studios, flexible event spaces that can be combined with the Beergarden to host events for more than 200 guests.

The 107 guestrooms and the suite have Bluetooth-enabled Crosley record players, a collection of vinyls and a Gibson guitar. Embracing the original structure of the tower, raw concrete pillars and exposed ceilings frame the interiors. The floor-to-ceiling windows hold floating desks and window benches provide panoramic views of the city’s skyline.

Sir Adam’s guestrooms are divided into five categories, ranging from the smallest—Sir Boutique—to the largest—Sir Suite. On the “bed-shelves” in 88 guestrooms is a collection of curated coffee table books, collage by Michiel Folkers and portraits by music photographer Daniel Cohen. The 19 Sir Deluxe Corner rooms and the Sir Suite also have work by Ren Philips.

A spiral staircase connects The Hub to the garden roof, home to The Beergarden and The Studios. The Studios has views of Amsterdam’s city center. The Beergarden, a 100 square meter (1,076 square foot) party place has a sun terrace, a bar and four Jacuzzis.

The A’DAM Toren—home of Sir Adam—was built in 1971 to house the offices of Royal Dutch Shell. It reopened in 2016. Besides Sir Adam and all its venues, A’DAM Toren also hosts restaurants, bars, and a nightclub in the basement. The A’DAM Toren tower is home to Gibson, MassiveMusic, Sony and other music industry businesses.

SIR was launched in Amsterdam in 2013 with Sir Albert in the De Pijp neighborhood. Sir Savigny, located in Berlin, followed in 2016. Sir Adam is the second SIR hotel in Amsterdam and the third in the collection. Two additional locations are set to open in 2017, including Sir Nikolai in Hamburg in the spring Sir Joan in Ibiza this summer.  SIR hotels are managed by Europe Hotels Private Collection.