A’DAM: Brand Launch Booklet

Hello, I’m A’DAM. I’m the big tower behind Amsterdam’s Central Station. Yes, the one beside the spaceship-like EYE Film Institute. I’m a building of 22 stories, with many more to tell.

I can see everything: from Amsterdam’s historic centre, to the harbour and the vast flat polder landscape. I can even spot your house from here. In early 2016, I’ll be able to share this breathtaking 360° view from my observation deck.

I’ll be a fabulous party host and create things that thrill the senses. I’ll be open day and night, 25 hours a day, 8 days a week.

Background A’DAM Toren is the new name for ‘Toren Overhoeks’.

The 80m tower was designed by the architect Arthur Staal as a commission by Royal Dutch Shell. In fact, the tower is also affectionately known as the ‘Shell Toren’ by many Amsterdammers. It was officially opened in 1971, and was home to the multinational oil company until 2009.

A’DAM is proud of its roots – as it boldly claims the wellknown abbreviation of Amsterdam. The brand name A’DAM is also an acronym for ‘Amsterdam Dance and Music’, which reflects the core business of three of the four partners and anchor tenants: AIR, ID&T and MassiveMusic.

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Staal designed the office tower at 45° to the IJ waterfront.

This diagonal position (‘overhoeks’ in Dutch) gave the building its first name - and, in fact, defines much of A’DAM’s edgy, innovative and surprising personality.

From July 2014, A’DAM will be redeveloped into a mix of offices, entertainment venues, a hotel and an observation point with a revolving restaurant. A’DAM will be a multifunctional, or mixed-use development, with three main aspects: – a destination attraction (observation deck/hotel/ restaurants/bar/nightclub) – an incubator/catalyst for progressive music – a beacon and hub for the local creative community

PANORAMA BAR

360 &Co.

LOOKOUT THE LOFT CREATIVE OFFICE SPACES

!

FLEX WORKSPACES

HOTEL ?

LIVING LOBBY

AND EVEN MORE…

BASEMENT

Program Watch this rather tall space. I’ll be a tower of many talents. A place where one can work & play, eat & sleep. I’ll house a spectacular observation deck, a hotel, a daring nightclub and several top-notch restaurants and bars. In case I forget, my upper floors will spin right round (like a record baby).

Sandwiched between the attractions will be stylish offices. I’ll be the new home for ID&T, MassiveMusic and a medley of young creative companies. I’ll be a creative hub that breeds interaction and collaboration. An environment where creativity can flourish, and where nobody is in a hurry to go home.

A’DAM Lookout The crown and top layers of A’DAM will be central to an iconic observation point. In less than two years, visitors will be able to overlook Amsterdam from an indoor and outdoor panorama deck. A unique experience that will take in the city’s historic centre, the harbour and the vast flat polder landscape.

Panorama Bar A spacious panorama bar will be situated on the top floor, right under the crown. It will be open for beer(s), cocktails and fine food. At the weekend, it will transform into Amsterdam’s highest dance floor.

360 Restaurant The panorama restaurant on the 19th floor revolves 360˚ an hour delivering the most spectacular views of Amsterdam and its surroundings. This light-filled restaurant will turn lunch & dinner into a memorable event.

The Loft The Loft on the 16th floor is an exclusive space where the Music & Dance industry will welcome international guests.

It will also be available for rent to host product launches, presentations, weddings, meetings, seminars, etc. The south side of this extraordinary space is twice as high as the rest of the tower, and will have vertigo-inducing floorto-ceiling windows.

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A’DAM&Co. On the 18th floor, A’DAM will offer creative business people and cultural entrepreneurs the opportunity to meet, greet and share ideas as part of A’DAM&Co. members club. Registration will open soon.

Creative Offices The head-quarters of international music companies ID&T and MassiveMusic will relocate to A’DAM sometime in 2016. Under their wings, Nachtlab will assume a prominent role as an incubator for new creative talent in Amsterdam, including event organisers, musicians, audio engineers, bookers, designers, content producers, etc.

In addition, other established creative companies and start-ups will join A’DAM’s creative forces.

Hotel A’DAM will house a hotel over five floors with 110 rooms.

The hotel will attract discerning travellers, recording artists or visitors of the night club who want to spend the night in a stylish and captivating environment. The hotel offers affordable luxury, personalised service and, of course, breathtaking views of Amsterdam.

Living Lobby The hotel will have an unconventional ‘living lobby’. An open ground floor area comprising of a café and terrace where visitors, hotel guests, office employees and locals can enjoy light snacks or sumptuous cuisine 24/7, whilst savouring the ever-changing view of the river IJ. Gym In between the hotel and Living Lobby a transparent gym will arise in the midst of the legs of the building for hotel guests, office employees and locals.

Studios In Nachtlab’s professional recording, mixing and rehearsal studio’s international DJs, producers and musicians will work on new music together with local talent. As a result, music will literally be running through A’DAM 24/7.

The Basement Housed in a newly constructed underground bunker – with thick concrete walls to isolate and proof sound – the Basement nightclub will provide a unique party and dance experience in Amsterdam. The subterranean space will also be available for exhibitions, shows and presentations.

PARTY

DISCOVER

RELAX TWERK

THRILL

WORK

SWEAT

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Partners Three of my sidekicks – AIR, ID&T and MassiveMusic – are worldrenowned in the music industry. In fact, the last two companies will relocate to my funky new offices sometime in 2016.

As a result, music will literally be pumping through me. I’ll be the life and soul of the party. I’ll be the beating pulse of Amsterdam and set the rhythm for the burgeoning EDM industry. And even though, it’s my business to make some noise, I promise not to annoy the neighbours.

Sander Groet Sander Groet is co-owner of Club AIR. In 2012, the club was ranked 14th on the list of Best Clubs in the World.

AIR has won multiple awards for sustainability, best use of technology and best sound. In addition, Sander is also the initiator of several large dance events and festivals including Milkshake, Amsterdam Open AIR, Buiten Westen and Valhalla. The festivals and AIR attract a combined audience of 250,000+ each year.

In 1993, Sander organised Mystery Land: the very first dance festival in the Netherlands that is now the biggest festival of its kind. From 1994 onwards, Sander was co-owner of ID&T. In the role of event-supervisor he was responsible for all existing and new events including Sensation, Mystery Land and Trance Energy. In 2006 he left ID&T to start the development of an observation deck in Amsterdam. This project will reach fruition with the opening of the A’DAM Toren in 2016. www.air.nl ID&T ID&T, a pioneering electronic music experience company founded by Duncan Stutterheim in 1992, has conquered the world with the organisation of major dance events.

With 60 events per year, ID&T is market leader in the Dutch and international dance scene. The company reaches 600,000+ people each year with events such as Trance Energy, Mystery Land and Sensation, of which the latter has expanded over 21 countries. With the motto ‘Celebrate Life’ ID&T encourages people to become aware of their individual and collective impact on the world, ecologically, socially and spiritually.

In 2013, the American company SFX Entertainment acquired 100% of ID&T. As a result ID&T became the European arm of SFX’s expansion as global EDM events promoter. ID&T’s HQ remains in Amsterdam. While Duncan is still CEO of the company, he is also a key partner of A’DAM. www.id-t.com

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MassiveMusic MassiveMusic is a music agency with offices in Amsterdam, London, New York, Los Angeles and Shanghai. The agency believes in the social value of music – and how this transforms the way people connect and interact with brands.

MassiveMusic produces and composes music for the worlds of advertising, broadcast design, interactive and film. It also develops music strategies for global brands, provides music search and licensing services, creates innovative music activations, and scouts new talent.

Founded in 2000 by Hans Brouwer, MassiveMusic works with many of the world’s most illustrious brands.

In 2011, Hans was awarded the prestigious ‘Amsterdam Business Award’. www.massivemusic.com Lingotto Lingotto was founded from the desire to tackle project development in a different way. This has lead to the realisation of new concepts and methods for individuals (Ultimulti houses), collective commissioning (creative multi purpose office buildings ‘XXX’) and flexible, adjustable and sustainable building (Multifunk).

Since the development of the ‘Kauwgomballenfabriek’ in 2006, Lingotto is dedicated to transforming existing buildings into buildings with a new purpose. With their unique ‘restructive approach’ Lingotto seeks tailor-made solutions for buildings in co-creation with the owners and new users. Examples include the ‘Fabriek van Delftshaven’ (nominated for the Rotterdam Architecture Prize 2013), Huygens’dok (Amsterdam) and De Burgemeester (Hoofddorp).

Eric-Jan de Rooij is involved in the development of A’DAM on behalf of Lingotto. www.lingotto.nl

Schedule I’ll undergo a 21st century makeover from July 2014. The outdated, drab and cramped spaces of my 1970s interior will make way for a more contemporary, stylish and sustainable design. It’s more reinvention than regeneration. Bowie rather than botox. And, don’t worry, my celebrated modernist complexion (as created by Arthur Staal) will survive the facelift.

I can’t wait to raise the roof. However, I must warn you that the soundtrack of swinging wrecking balls and pneumatic drills will be pretty loud, during reconstruction. So, before you get mad: I’m sorry.

Building philosophy The (re)development of A’DAM is a unique transformation project and the perfect example of the rezoning of empty office space. Originally a mono-functional office tower for 400 employees, A’DAM will be transformed into a multi- functional building visited by 2,500 people on a daily basis.

The redevelopment respects the original vision and architecture of Arthur Staal. The characteristic trichotomy of the dark hull on white legs and the twisted white crown will remain integral features of the tower. The design by Claus & Kaan Architects adds the following features: – Replacement of the existing shed by a diagonal accessible panorama deck – Addition of a transparent round volume under the shed with a rotating restaurant amongst others – Replacement of the existing façade with a similar concrete look & feel but with larger and transparent windows – Addition of a transparent space under the legs (in between the tower and the plinth building) for a fitness and gym – Reconstruction of the existing plinth building in the original architecture with two lobbies for all users and visitors – Addition of an extra underground room for event, clubbing, symposia and exposition purposes – Addition of a public underground parking area or approx. 200 cars under the square between the tower and ‘Grootlab’.

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– Making the building sustainable by isolating the façades and roofs, the usage of warmth and cold from the soil and the application of energy efficient installations.

– All (building) partners consider sustainability of great importance.

Planning: – November 2013: Definitive design by Claus & Kaan Architects and OeverZaaier Architects – December 2013: Request of environmental permit – December 2013: Tender issued for building partner – Spring 2014: Announcement of building partner – Summer 2014: Start of reconstruction work – Early 2016: Official Opening In addition, A’DAM is the textbook example of ‘the new redevelopment’ with the four partners not only investing in the tower, but also being closely involved as tenants/ users once it’s finished. As future owners of the building, they see their role not simply as property developers but creative place-makers.

The iconic tower that many Amsterdammers immediately recognise as part of their city will be given back to them.

It will be a catalyst for the regeneration of the Overhoeks area – and, once again, Amsterdam North will become a definitive part of the city. Not long ago, the New York Times called the region the “red-hot art neighborhood” and Amsterdam’s new creative center.

Tokyo

New York

Port of Amsterdam

NDSM Wharf

De Ceuvel

Warehouse Elementenstraat

The metro ‘Noord/Zuidlijn’ is due to open in 2017.

Westergasfabriek Planned Skatepark

EYE

Wilhelmina-Dok

Ferry Central Station

Noorderkerk

Anne Frank House

De Goudfazant

Sander’s House

Beurs van Berlage Nieuwe Kerk

Westerkerk

Royal Palace

Oude Kerk Red Light Area

Nemo Het Scheepvaartmuseum MassiveMusic

Johnny Jordaanplein

Munttoren

Club AIR Foam

Leidseplein

Schiphol (15 mins away by train)

Stork

Van Gogh Museum

Rijksmuseum

Stedelijk Museum

Hermitage

Lingotto HQ

Artis

Dubai

Epicenter of Creativity I’ll be a stunning new home with state-of-the-art infrastructure for the creative and music industries. Art-directors, designers, web developers, musicians, DJs, sound engineers, event organisers, and others with job-titles yet to be imagined, will populate my middle floors and create ripples from Amsterdam to Zama. I’ll welcome open minds in an open environment.

A place where ideas, and the coffee, are always fresh.

Above all, I’m proud to be anchored in the creative energy and innovation of Amsterdam, a city that is recognised as one of the world’s creative hotspots. I’ll be an icon for this kaleidoscope of talent, and a place where you will find inspiration (or a tasty kroket) 24/7.

New Golden Age Since the ‘Dutch Golden Age’ of the 17th Century, Amsterdam has a reputation as a great entrepreneurial and trading city. Today, it’s no different. With a history of risk-taking and cultural discovery, the city is a magnet for open minded, creative people from all over the world.

Amsterdam is home to over 30,000 companies and 53,000 professionals who work in the creative sector. In fact, from gaming to fashion, advertising to design, Amsterdam is regarded as one of the world’s creative hotspots: – Over 100 companies active in the global gaming industry (incl. stellar names such as Guerrilla Games, GREE, DeNA). Amsterdam is ranked 5th on the list of hot digital cities, compiled by Wired Magazine.

– Amsterdam is a fashion hub with more than 2,600 fashion-related enterprises, including 100+ fashion designers. The city is also the center of the European jeans world with G-Star, Scotch & Soda and a host of other denim ateliers all head-quartered here.

A’DAM will catalyse this huge pool of creative talent and become a proud symbol for the city’s flourishing creative community.

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Amsterdam With its historic canal ring on the UNESCO World Heritage List, it’s not hard to understand why Amsterdam is a daily source of inspiration for many. The city ranks in 12th position in the global list of most attractive cities to live (source: The Mercer Quality of Living Survey 2012).

Amsterdam combines an open and tolerant culture with a compact size leading to a fast and flexible creation and production process, as all relevant contacts are just a stone’s throw away.

Dance After gaming, the dance phenomenon is the fastest growing sector in today’s experience economy.

Pioneering Dutch companies, such as ID&T, have played a significant role in the commercialisation of what was once an underground subculture.

The Dutch dance industry contributes more than half a billion euros to the Dutch economy each year and employs about 7,000 full-time employees. A’DAM will become a symbol for the Netherlands’ leading position in the music industry. In fact, A’DAM also stands for ‘Amsterdam Dance and Music’.

Contact If you’re still curious, please check: www.adamtoren.nl www.facebook.com/adamtoren2015 Follow me on: @Adam_Toren (use the hashtag #adamtoren) or contact: info@adamtoren.nl Stay tuned.

© 2014 Toren Overhoeks C.V. All rights reserved.

Published on the occasion of the official launch of A’DAM January 10th 2014, Amsterdam.

Architect: Claus en Kaan Architecten (www.clausenkaan.com) Co-architect: OeverZaaijer stedebouw en architectuur (www.oeverzaaijer.nl) All images are copyrighted and property of their respective owners.

Inside-cover: Photos by EDMKevin, De Fotomeisjes, ill&Lauw & others.

Page 08: Sensation by Aico Lind / MM interior by Elmar Krop / Artwork by Banksy / Amsterdam Open Air Festival by EDMKevin Brand Strategy, Copywriting & Design: The Stone Twins, Amsterdam (www.stonetwins.com)