Adam finds paradise on the North Shore

It’s been a long time coming, but the Adam Toren is opening to the public this Saturday (15 May 2016). Visit the Adam Lookout for a bird’s eye view of the capital!

It all began back in 2005. Royal Dutch Shell relocated its head office down river and vacated its characteristic Tower and a number of other laboratories and buildings, opening up a whole new riverside location, which had been inaccessible to the public for decades. The local council held a competition for the best idea to revamp what had become known as the Shell Tower and open it to visitors.

View of Adam Toren from the river

View of Adam Toren from the river

Sander Groet (Air) and his consorts, Duncan Stutterheim (ID&T), Hans Brouwer (Massive Music) and Eric-Jan de Rooij (Lingotto) dreamt up an ambitious plan to bring together DJs, VJs, music makers, producers, bookers, designers in a single creative hub right at the heart of Amsterdam. A night lab, a 21-storey verticle city, a one-stop venue and – with its 24-hour license – a non-stop venue.

Presentation of new name

Presentation of new name

The plans are complex but the name is simple A”DAM. It stands for Amsterdam Dance and Music. And the biblical references do not stop there. At the top: a bar called Heaven, a revolving restuarant, an outdoor panorama platform overlooking the city. Going down: a members club for young entrepreneurs – Adam & Co, ID&T, Air and Massive Music’s HQ, flexible workplaces for creatives, a 24/7 bar/restuarant, an affordable boutique hotel. At the bottom: a swimming pool with a glass floor above the lobby, a gym looking out over the river IJ. And in the basement Club Hell, a reference to the gallows that once stood on this spot. Next door, the gardens of the Tolhuistuin (Eden) with its new Paradiso concert venue (Paradise), and on the other side Eye film institute as Eve. A truely heavenly combination.

Hello I'm A'DAM

Hello I’m A’DAM

By the June 2015, the Adam tower will have undergone a facelift. It will be given a new concrete facade. The opaque gold-coloured windows will be gone giving way to transparancy. But the tower will still be crowned by the white oil drill-head hoisted above the revolving restaurant. At the rate of one revolution per hour, it won’t matter where you sit, the view will still be fabulous.

 

Revolving restaurant and panorama deck

Revolving restaurant and panorama deck

Electronic music has come of age. The multi-million euro industry needed a location, a place to go. By choosing Amsterdam, it makes the Dutch capital the world’s dance capital. In the Adam tower, house has found itself a home…. on the north shore of Amsterdam.

A’dam Toren – Brand Launch from A’dam Toren on Vimeo.

The Toren will remain open until refubishing starts in June 2014. Come and take a look.

Adam Toren on Facebook
AdamToren website
Twenty4Amsterdam photos

 

 

 


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