A’DAM Tower: Amsterdam’s new musical mecca
September 2016 sees the completion of the A’DAM Tower, which reimagines Shell’s former headquarters on the River IJ, into 22 floors dedicated to art, dance, music, food and the creative industry.
A guaranteed highlight of the new A’DAM Tower is Shelter, an underground club – both literally and figuratively speaking – situated in the basement of the newly renovated tower. With a capacity of just 900 guests, Shelter’s stripped concrete walls will host innovative, less commercial techno house.
Shelter is fortunate to be part of one of the city’s eight venues with a 24-hour license, and its Managing Director Merijn van den Heuvel and Programmer Kolja Verhage see that as less of an excuse for non-stop partying and more of a chance to reach audiences such as the working crowd that wants to go out for a few hours on Sunday morning and before recharging for the following week’s grind. This new breed of partygoers could easily power up in the Tower, given that the building comes with a sophisticated rotating restaurant called Moon, the more affordable café M’adam and burger joint The Butcher Social Club, as well as a boutique hotel, Sir Adam.
‘The municipality of Amsterdam didn’t go for the highest bid. They could have entrusted accountants with this iconic building, yet they chose our vision: a vertical city to add a bit more fun and a ‘wow’ factor to the city’, A’DAM Tower co-founder Sander Groet proudly explains.
A’DAM also brings about a strong business and creative community. Among its many music-minded tenants are ID&T, Sony Music Netherlands (who recently announced the move from Hilversum to the capital), and ADAM&CO., the city’s first members-only networking club for creative minds, entrepreneurs and change-makers.
Amsterdam didn’t go for the highest bid. They chose our vision: a vertical city to add a bit more fun and a ‘wow’ factor to the city
‘Music may be in the mutual DNA of A’DAM’s occupants, but everyone’s welcome to the tower’, Groet adds. And judging by the 60,000 visitors that already ventured to the tower’s rooftop observation deck in its inaugural two months, things are looking good. More visitors are expected with Shelter opening just in time for the Amsterdam Dance Event (ADE)’s influx of industry figureheads and electronic music aficionados.
A’DAM Tower, Overhoeksplein 1
Words: Catalina Iorga for A-mag
Images © Dennis Bouman