Introductory brochure to A’DAM Toren and it’s sub-brands (July 2015). www.adamtoren.nl www.facebook.com/adamtoren2016 Creative Strategy, Copywriting & Branding: The Stone Twins CGI Images: CIIID Photography: Jasper Juinen All images are copyrighted and property of their respective owners. © 2015 A’DAM Toren C.V. All rights reserved.

3. Hello, I’m A’DAM - the big tower behind
Amsterdam’s Central Station, and 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 its bustling port and the
vast polder landscape. I can even spot
your house from here. In April 2016, I’ll be
able to share this breathtaking 360° view
from my observation deck. I’ll also host
several cool bars and restaurants, and
a bunch of pioneering music companies.
Expect no sleep as I’ll be open day and
night, 25 hours a day, 8 days a week.
3

4. A’DAM Toren is the new name for Toren
Overhoeks. The 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 ‘Shelltoren’
by many Amsterdammers. It was officially
opened in 1971, and was home to the multi-
national oil company until 2009.
A’DAM is proud of its roots – as it boldly
claims the well-known abbreviation of
Amsterdam. The brand name A’DAM also
stands for ‘Amsterdam Dance and Music’,
which reflects the business of the owners
and main tenants: ID&T, AIR Events and
MassiveMusic.
Staal designed the office tower at 45° to
the IJ waterfront. This diagonal position
(‘overhoeks’ in Dutch) gave the building its
first name; and informs much of A’DAM’s
edgy, innovative and surprising personality.
At this moment, A’DAM is undergoing
a major renovation that will transform
it into an iconic multifunctional tower. It
will be home to a mix of offices, cafés,
restaurants, a hotel, an observation point
and a revolving restaurant. A’DAM is due
to open in April 2016.
4

5. Yes, I have
a swing!
5

6. Watch this rather tall space. I’ll be a tower
of many talents. A place where one can
eat, work, rave, sleep. Repeat. I’ll house
a spectacular observation deck, a hotel,
a daring nightclub and several top-notch
restaurants and bars. In case I forget,
my 19th floor will spin right round (like a
record baby).
Sandwiched between the attractions
will be the cutting-edge homes of ID&T,
MassiveMusic, Gibson and a medley of
young creative companies with a passion
for music. I’ll be a dynamic hub that breeds
interaction and collaboration. An environ-
ment where creativity can flourish, and
where nobody is in a hurry to go home.
6

7. ENTRANCE LOBBY + TERRACE
MEETING ROOMS
17th FloorTHE LOFT
16th & 17th Floors
SHELTER
Basement
GIBSON
10th Floor
A’DAM WORKS:
8th Floor
WINK
RABOBANK AMSTERDAM
A’DAM MUSIC SCHOOL
SIX SENSES
ENTERTAINMENT MATTERS
THE STONE TWINS
9th Floor
THUNDER PLUGS
SCHOOL OF HOUSE
ENTER DEXTER
JONGENS VAN DE WERELD
SCHIPPER LEGAL
HEADLINE MUSIC
ENTROPT
22 TRACKS
A’DAM&Co
18th Floor
.
MADAM
20th Floor
SFX 14th Floor
ID&T 13th Floor
Q-DANCE 12th Floor
MONUMENTAL 11th Floor
LOOKOUT
Entrance
MASSIVEMUSIC
15th Floor
SIR ADAM
Ground to 7th Floor
THE BUTCHER
SOCIAL CLUB
Ground Floor,
Gym & Terrace
LOOKOUT
20th & 21st Floors
360
19th Floor
THE BEERGARDEN
FUCK YEAH!
7½ Floor
PLAY
LOVE
CREATE
DISCOVER
SWEAT
TWERK
DREAM
7

8. Among my confirmed tenants are:
SFX
SFX Entertainment is the largest global
producer of live events and digital enter-
tainment content, focused exclusively
on the electronic music culture. SFX is
the parent company of ID&T, Q-dance
and Monumental Productions.
ID&T
ID&T is a pioneering electronic music
experience company. Working with
the world’s most talented and innovative
DJs, musicians, creatives and artists,
it creates dance events under the motto
‘Celebrate Life’. ID&T’s goals are to
spread joy, have fun and share ideas
with tomorrow’s generation.
Q-dance
Q-dance caters to fans of hard-style
dance music and offers events, news,
streaming radio and video as well as
managing DJ/Producers. Q-dance events
include Defqon.1 in the Netherlands
and Australia, Qlimax and regular arena
events worldwide.
Monumental
Monumental Productions is an
Amsterdam-based producer of the
Awakenings festival and other
dance music events.
WINK
Wink is an international creative event,
communication and design agency.
As experience architects, Wink sees events
as a powerful communication tool to
build and communicate brand identities.
Though rooted in art, rock ‘n’ roll and raves,
the company has ten years of experience
creating memorable corporate events,
experiences and environments.
MassiveMusic
MassiveMusic is an award-winning
international music agency. MassiveMusic
produces and composes music for the
worlds of advertising, broadcast design,
interactive and brands. It also develops
sonic branding and music strategies for
global companies, provides music search
and licensing services, creates innovative
music activations and scouts new talent.
MassiveMusic is proud to have sprinkled
its melodic magic on many of the world’s
biggest brands.
Gibson
Gibson Innovations is part of Gibson
Brands, Inc., one of the fastest-growing
consumer electronics companies in the
world. Gibson Innovations is a privately
held company with a portfolio of music
and audio brands for both consumers
and professionals, across the full journey
of music: creation, performance and
experience. It combines great sound
quality with sophisticated design to deliver
the best entertainment experience.
8

9. Three of my sidekicks – Sander Groet,
Duncan Stutterheim and Hans Brouwer –
are world-renowned in the music industry,
and with their respective companies
will relocate to my funky new offices in
April 2016.
With this trio at the helm, music will literally
be pumping through me. I’ll be the life
and soul of the party, the beating pulse
of Amsterdam and set the rhythm for
the creative industries. And even though,
it’s my business to make some noise,
I promise not to annoy the neighbours.
Partners
9

10. Sander
Groet
Sander Groet is co-owner of Club Air.
In addition, Sander is the brains and
initiator behind several large dance events
and festivals including Mysteryland,
Milkshake, Amsterdam Open Air, Buiten
Westen and Valhalla. Since 2012, Sander
has been the driving force behind the
A’DAM Toren, and totally focussed on
realising his boyhood dream of an iconic
observation deck in Amsterdam.
Hans
Brouwer
Hans Brouwer is the founder and CEO
of MassiveMusic, a company that
produces and composes music for many
of the world’s biggest brands. Being an
entrepreneur and musician at heart, Hans
is also partner in a handful of Amsterdam
clubs and restaurants, a member of the
advisory board of the Metropole Orkest
and ambassador for the Red Cross. In
2011, Hans was awarded the ‘Amsterdam
Business Award’.
Duncan
Stutterheim
Duncan Stutterheim is the face of ID&T -
a pioneering electronic music experience
company founded in 1992 - and a well-
known entrepreneur in music, festivals,
and dance. He has fostered many startups
where youth culture and innovation
collide. His latest project is called ‘Open
House’ and enables new companies in
the entertainment industry to get noticed.
Duncan is key partner of A’DAM.
Lingotto /
Eric-Jan de Rooij
Lingotto is a property development
company dedicated to transforming
existing buildings into ones with a new
purpose. With its 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,
Huygens’dok and De Burgemeester.
Eric-Jan is involved in the development
of A’DAM on behalf of Lingotto.
10

11. Wow!
11

12. My crown contains an observation deck
with an unrivalled panoramic view of
Amsterdam. You’ll see the city’s historical
centre, its pulsating port, the unique Dutch
polder landscape and, if you’re lucky, you
might even spot the Lord Mayor on his
bicycle. Complementing the experience will
be a state-of-the-art interactive exhibition
about Amsterdam’s history and culture.
In addition, I’ll also have a giant swing!
A swing-set that sends thrill-seekers (in a
full-body safety harness), flying back and
forth over my edge. After all, it’s called
LOOKOUT for a reason.
12

13. Allow me to introduce MADAM, the
panorama bar and restaurant located
on the 20th Floor. During the day,
this swanky setting is part of the
LOOKOUT experience. But as soon
as the sun goes down, the music goes
up – and MADAM is transformed into
Amsterdam’s highest nightclub, and
a haven for nocturnal delights.
Guests will be able to savour stellar
cocktails, an extensive à la carte menu
and, of course, a stunning view of
Amsterdam. MADAM is the only bar
in town where it’s not rude to stare
out the window.
13

14. 360 is the name of the revolving rooftop
restaurant located on my 19th Floor. It
will rotate once every hour, providing a
truly unique dining experience with an
amazing 360˚ panorama of Amsterdam.
The menu promises re-imagined classics
and bold new mixes, with an emphasis on
seasonality, nourishment and fresh local
products. And that’s not just the DJs.
14

15. My 18th Floor will be home to A’DAM&Co.,
an inclusive members’ club. It’ll boast
a luxurious setting & a spectacular
rooftop terrace with an unrivalled 360˚
view of Amsterdam. However, it will be
club members that define A’DAM&Co.
A community of creative minds,
entrepreneurs & change-makers. Left-
brains & right-brains with a passion for
collaboration. Whether that’s mixing
business & pleasure, dubstep & classical,
or sneakers & suits. Anything, except
whisky & ice.
Membership of A’DAM&Co. is by
recommendation only. So please be nice.
You never know who is recruiting.
15

16. On the 17th Floor, I’ll have a suite of four
stylish contemporary meeting-rooms for
hire. Each one caters for up to 12 people
(although exceptions can be made for
big groups of small people) - and offer an
inspirational atmosphere with jaw-dropping
views of Amsterdam’s skyline, which is
simply perfect for blue-sky thinking.
All rooms are equipped with the state-
of-the-art facilities (and yes, we have
VGA cables) expected for presentations,
conference calls and barmy brainstorm
sessions. They also offer options for
private dinner parties, courtesy of a
collaboration with restaurant 360.
MEETING ROOMS
16

17. The LOFT is the name of my deluxe
penthouse on the 16th and 17th Floor.
The double-level space is airy, homely
and inviting with floor-to-ceiling
windows, that showcase expansive
city views of Amsterdam.
Importantly, the contemporary design of
the LOFT allows for complete versatility.
On the one hand, it is ideal for hosting
corporate or private functions (for up to
300 guests), and on the other hand, it is
the perfect private sanctuary. Complete
with an open kitchen and two luxuriously
dressed bedrooms, the LOFT is pitch-
perfect for A-list celebrities and their egos.
17

18. You’ll find A’DAM WORKS on the 8th and
9th Floor. It’ll be an open environment
for open minds, particularly those in the
creative and music industries. A place
where ideas, and the coffee, are always
fresh – and where inspirational quotes
spring from mouths not walls.
A cluster of independent companies (who
all share the same levels of entrepreneur-
ship, passion and oxygen) are already
booked in, and expected to create ripples
from Amsterdam to Zama.
18

19. Sir Adam is the name of the urban luxury
boutique hotel on my first eight floors.
Here discerning lifestyle travellers, locals
and neighbours can stay in a stylish and
captivating environment. The hotel will
provide an integrated lifestyle experience
with 110 guest rooms and creative spaces
offering breathtaking views over Amsterdam.
It’s worth noting that the elusive Sir Adam,
music impresario and hospitality-king, will
kindly open his doors to the public in the
second quarter of 2016. So one can delight at
‘The Butcher Social Club’ (featuring a stylish
restaurant, a riverside terrace and destination
bar), ‘The BeerGarden’ and a gym. Amazingly,
this welcoming space will be open 24/7.
19

20. SHELTER is the name of my subterranean
nightclub. I could describe its industrial-
chic interior, its distressed thick concrete
walls (that compliment the amazing sound
system and acoustics) or the fact, that this
vast cavernous space will also be available
for cultural exhibitions. But no, such boasts
are irrelevant. After all, any mind blowing
nightclub is in the hands of the program,
the DJs and you: the crowd.
20

21. Noorderkerk
Westergasfabriek
Warehouse Elementenstraat
Central Station
Ferry
RijksmuseumVan Gogh Museum
Stedelijk Museum
Anne Frank House
Johnny Jordaanplein
Leidseplein
Artis
Westerkerk
Oude Kerk
Sander’s House
Passenger Terminal
Muziekgebouw
Hotel De Goudfazant
Planned Skatepark
Stork
Wilhelmina-Dok
The metro ‘Noord/Zuidlijn’
is due to open in 2017.
Munttoren
Club AIR
Nationale Opera & Ballet
Foam
Hermitage
Beurs van Berlage
NEMO
Red Light Area
EYE
NDSM Wharf
De Ceuvel
Nieuwe Kerk
Royal Palace
New York TokyoNorth Pole
Ibiza
Schiphol
(15 mins away by train) Dubai
Mediahaven
Tolhuistuin
National Maritime Museum
Port of Amsterdam
Paradiso
Visitor Address:
A’DAM Toren
Overhoeksplein 1
1031 KS Amsterdam
Postal Address:
A’DAM Toren
Postbus 93081
1090 BB Amsterdam
Directions to A’DAM:
The ‘Buiksloterweg’ ferry
departs from behind
Central Station approx.
every 6 minutes. It’s a
nice ride and it’s free!
21

22. General Enquiries:
Gitte Milder – gitte@adamtoren.nl
Brand Partnerships:
Lillian Bennink – lillian@adamtoren.nl
Technical Developer:
Esther Lelyveld – elelyveld@lingotto.nl
Operator/Partner:
Sander Groet – sander@adamtoren.nl
Hans Brouwer – hans@adamtoren.nl
Sir Adam:
hello@siradamhotel.com
Brand Enquiries:
Declan Stone – declan@stonetwins.com
adamtoren.nl
Architect: Claus en van Wageningen Architecten
Co-architect: OeverZaaijer architectuur en stedenbouw
Construction: J.P. van Eesteren
Facade Maintenance: Manntech Gevelinstallaties
Finance: FGH, Rabobank
Structural Engineer: RoyalHaskoningDHV
Installations Consultant: Huygen Installatie Adviseurs
Elevators: Kone / Elevator Consultant: Deerns
Building Physics: DGMR / Fire Safety: DPA Cauberg-Huygen
Cost Engineer: IGG Bointon de Groot
Project Management: Joustra Management
Creative Direction & Brand Consultancy: The Stone Twins
Interior Design: ICRAVE, D+Z Architecten, TANK, NEXT architects
Experience Design: Northern Light
Music: Everything from Abba to ZZ Top
Copywriting & Design: The Stone Twins
CGI Images: CIIID
Photography: Jasper Juinen
All images are copyrighted and property of their respective owners.
© 2015 A’DAM Toren C.V. All rights reserved.
Why are you reading this? Go and learn the Tango, or do something useful.
See you
real soon!