Looking at the Sir Adam Hotel Interiors in Amsterdam’s A’dam Toren Designed by Icrave

In January of 2017, SIR hotels announced the opening of its third hotel, the Sir Adam, located in the first eight floors of the Amsterdam’s landmark A’DAM Toren.

Overlooking the City IJ-river and the historic city centre of Amsterdam, this urban boutique hotel boasts 108 rooms, diverse food and beverage outlets, and multi-dimensional meeting and event spaces. The colourful industrial-chic hotel interiors, designed by award-winning New York-based innovation and design studio ICRAVE, create a free-spirited atmosphere that plays host to lifestyle travellers and locals in a curated environment full of music and art— ensuring Sir Adam is set to become the new cultural centre in town. The tower, in which the hotel is housed, is also home to Gibson, MassiveMusic, Sony, and several of the most notable organizations in the music industry.

“We have some of Europe’s greatest music talents as our neighbours, so it made sense to create a space to not only complement but also nurture that energy…..SIR is all about delivering the quality and service that every modern traveller expects, while connecting them to the zeitgeist of the neighbourhood. “

SIR founder and owner Liran Wizman.


Replacing the traditional hotel lobby is The Hub, a co-working space-meets-concept store and Music Library where guests can listen to a range of vinyl. The Hub overlooks THE BUTCHER Social Club, located on the ground floor, a bright and spacious gourmet burger joint set in a casual living room environment. The vibrant space includes a large island bar and riverside terrace, which will host regular live performances and nightly DJ sets.

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


The 107 guest rooms and the suite are outfitted with the necessities to entertain, from Bluetooth-enabled Crosley record players and a collection of vinyl’s, to 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 providing dramatic, panoramic views of the city’s skyline.

“It was a pleasure to collaborate with a bevy of local emerging artists on the commissioned pieces in the hotel,..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.”

– Jesse MacDougall, Director of Strategy and Brand Development at ICRAVE.

SIR launched in Amsterdam in 2013 with Sir Albert in the popular De Pijp neighbourhood. Sir Savigny, in Berlin, followed in late 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 the privately owned group Europe Hotels Private Collection.
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