European lifestyle boutique brand SIR Hotels has charged New York-based ICRAVE with the design of its forthcoming Sir Adam hotel.
The property will be developed amongst several music and entertainment company headquarters within Amsterdam’s mixed-use A’DAM Toren tower— nearby Central Station and the EYE Film Institute. The music narrative, along with travel, and the local community, influenced the design of all public spaces and guestrooms.
“Sir Adam is like Amsterdam: cool, edgy, creative, culturally rich, a little naughty—but always interesting,” says Bram van der Hoek, concept developer of SIR Hotels and managing director of Europe Hotels Private Collection.
The 110-room property’s main entrance will open upon a riverside terrace, complete with a mobile bar. Rather than a traditional lobby, Sir Adam will feature the Butcher Social Club, a social gathering space that will include lounge areas, game tables, swing seats, a two-story living green wall, and original art. A mezzanine above will overlook the lobby area and house the Hub, with the check-in area and retail outlets. A music library with Bluetooth-accessible tracks will be located on the same level.
“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 neighborhood 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 mezzanine’s spiral staircase connects it to the rooftop—with its seasonal sculptures and landscaping—that will feature the Decks event space and the BeerGarden. The individual areas can combine to form one space to accommodate more than 200 people.
Each guestroom will contain locally curated art, mirrors etched with illuminated song lyrics, and custom furnishings. The building’s shell will be retained, and concrete columns throughout will be left raw and ceilings exposed.
Sir Adam is scheduled to open next spring.
