With the likes of Gibson, Sony and MassiveMusic as neighbours, it was inevitable that Sir Adam would share in the free-spirited and creative atmosphere of the A’DAM Toren tower.

Originally built in 1971 to house the offices of Royal Dutch Shell, the tower re-opened in 2016 as one of Amsterdam’s most vibrant creative hubs. As well as Sir Adam and its various venues, the tower has several restaurants, bars and even a nightclub in the basement – making it a true cultural hotspot. 

“Sir Adam is 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 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 traditional hotel lobby format has been replaced with The Hub – a co-working space-meets retail experience and music library. Here, unique products created by Amsterdam locals and eclectic music gear is available to purchase, or guests can listen to their favourite albums on vinyl in the impressive music library.  

Next door is a 24/7 gym featuring state-of-the-art cardio machines, as well as functional training equipment like dumbbells, kettle bells, and a TRX rack.

The Hub overlooks THE BUTCHER Social Club on the ground floor. This bright gourmet burger joint has a casual living room feel, and is even equipped with a large island bar and riverside terrace to host live performances and nightly DJ sets. A lounge area with pool table, ping pong, and classic arcade games adds to the social buzz of the space.

A spiral staircase ascends to a panoramic outdoor-indoor drinking den, The Beergarden, which is equipped with a sun terrace, a bar and four jacuzzis, as well as The Studios – flexible event spaces with an industrial aesthetic which can be combined with the Beergarden in order to host events for 200+ guests. 

The hotel’s 108 guest rooms, meanwhile, are divided into five categories, ranging from the smallest, Sir Boutique, to the largest, Sir Suite. Here guests can expect all the essentials; luxury pillows, the SIR hotels bedding collection, tea and coffee making facilities, custom cosy robes, the Sir Adam goodie box, plus Bluetooth-enabled flat-screen TVs, and premium toiletries by DEAD CLEAN.

Artwork forms a crucial component of the scheme in the guest rooms, with collages by Michiel Folkers, portraits by music photographer Daniel Cohen, and showcase work by Ren Philips in the Sir Suite. 

Indeed, working with local artists was key for hotel’s interior as a whole. “It was a pleasure to collaborate with a bevy of local emerging artists on the commissioned pieces in the hotel,” affirms Jesse MacDougall, Director of Strategy and Brand Development at ICRAVE.

“Most notably, the dynamic duo of Telmo & Miel did a fantastic job on the double-height mural featuring an androgynous cyborg, and Floor Bijkersma created two lenticular compositions on the bar and reception desk that deal with the fleeting and tenuous conditions of fame.”