Sir Adam Opens Its Doors

Second SIR hotel opens in Amsterdam // 108 rooms & suite, plus THE BUTCHER Social Club, The Hub, The Studios and The Beergarden

Amsterdam, January 17th, 2017

SIR announces the opening of its third hotel, Sir Adam, located in the first eight floors of the city’s landmark A’DAM Toren. The tower is 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” says SIR founder and owner Liran Wizman. „SIR is all about delivering the quality and service that every modern traveller expects, while connecting them to the zeitgeist of the neighbourhood. “

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 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.

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,” said Jesse MacDougall, Director of Strategy and Brand Development at ICRAVE. “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.”

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.

The Rooms
Sir Adam’s guest rooms are divided amongst five categories, ranging from the smallest, Sir Boutique to the largest and impressive Sir Suite. 

Featured on top of the ‘bed-shelves’ in 88 guest rooms you can find a collection of curated coffee table books as well as a collage by Michiel Folkers and portraits by music photographer Daniel Cohen. The 19 Sir Deluxe Corner rooms and the Sir Suite also showcase work by Ren Philips. As the art will surely inspire, guests can request in-room guitar lessons or borrow a DJ set. For those who would rather see a live show at a nearby venue, bikes are available to borrow. 

Like all SIR hotels, rooms at Sir Adam are equipped with all the essentials; luxurious pillows, the SIR hotels bedding collection, coffee and tea making facilities, custom cosy robes, the Sir Adam goodie box -- filled with all-time favourites, such as Haribo Gummy Bears and Amsterdam Chocolate bar – plus Bluetooth-enabled flat-screen TVs, and premium toiletries by DEAD CLEAN. One night can be booked from EUR 189,-. 

The Hub
Music junkies will find their tribe at The Hub, a co-working space where Sir Adam welcomes guests. The Hub features a retail experience with unique products made by Amsterdam locals and eclectic music gear such as Thunderplugs and the Armin van Buuren DJ-set. Guests can also listen to their favourite albums on vinyl in The Music Library, featuring a collection of new and exclusive tracks. Guests are free to take vinyl records to their room to listen on their in-room Crosley record player.  

Right next to The Hub guests also have access to a 24/7 gym featuring state-of-the-art cardio machines as well as functional training equipment like dumbbells, kettle bells, and a TRX rack.

The Beergarden & The Studios
A spiral staircase connects The Hub to the garden roof, home to The Beergarden and The Studios. The Studios provide a unique working environment with industrial design elements and unparalleled views of Amsterdam’s historic city centre. The Beergarden, a 100m2 party place featuring a sun terrace, a bar and four Jacuzzis, serves Amsterdam’s best craft beers.  When combined, The Studios and The Beergarden are set to play host to events accommodation up to 200 guests. 

Serving cocktails alongside the perfect cheeseburgers, THE BUTCHER is the perfect crowd pleaser. The menu explores variations on the classic burger with options like Silence of the Lambs, made with Prime New Zealand lamb and tahini sauce. THE BUTCHER Social Club is an expanded version of the existing concept – now at six additional locations – with a lounge area including a pool table, ping pong, and classic arcade games. THE BUTCHER Social Club is open from 8 AM until midnight on the weekdays and around-the-clock on the weekends. 

The Tower
The A’DAM Toren is home to not only Sir Adam, but also some of the top music organizations in Amsterdam including ID&T, Sony, Gibson, and MassiveMusic. Built in 1971 to house the offices of Royal Dutch Shell, it reopened in 2016 to become one of Amsterdam’s most creative and entertaining destinations. Besides Sir Adam and all its venues, A’DAM Toren also hosts several restaurants, bars, and even a nightclub in the basement, making it an all-encompassing destination.  

For media enquiries, please contact Jacob Peres Office:
Diana Rabba, PR Account Manager

For more information about ICRAVE, please call or send an email to:
Jenna Robinson, Communications Director at UpSpring PR
+1 646 722 8146 |

About SIR hotels
SIR hotels is a boutique hotel brand, founded in Amsterdam in 2013 with the opening of Sir Albert, located in a former diamond factory next to the city’s Museum Square. In 2016, Sir Savigny opened in the heart of Berlin’s district of Charlottenburg, followed by a second outpost in Amsterdam, Sir Adam, located in the iconic A’DAM Tower. 2017 will see the openings of Sir Nikolai in Hamburg and Sir Joan on Ibiza. SIR hotels cater to those who are looking for authentic stories and distinctive locations. Each hotel curates and combines historical buildings, distinctive interior design, and entertaining programming that embraces the local community. SIR hotels are created and managed by the award-winning Amsterdam-based hotel development and management company Europe Hotels Private Collection (EHPC).

About Europe Hotels Private Collection
Europe Hotels Private Collection (EHPC) is an independent hotel management company based in Amsterdam. EHPC creates locally inspired storytelling hotel concepts in strategic locations in Amsterdam and selected key destinations across Europe. EHPC manages a collection of individually designed hotels in Europe and creates lifestyle hospitality concepts and brands. The collection includes the contemporary design-led lifestyle brand SIR hotels with hotels in Amsterdam, Berlin, Hamburg, and Ibiza (2017), Max Brown Hotels, Park Hotel, as well as the concept store X BANK in Amsterdam.

About The Entourage Group
THE ENTOURAGE GROUP is an unexampled hospitality imperium, creating and building internationally acclaimed concepts including restaurants, hotels and other high-end locations across the globe. The Group’s wide range of expertise has been cultivated extensively through years of hotel management, operations and fine dining experience. Collectively, their strengths and experience inspire THE ENTOURAGE GROUP to continue to set the new standard for modern hospitality. The currently owned and operating brands include MOMO, MR PORTER, THE DUCHESS, THE BUTCHER Albert Cuypstraat, THE BUTCHER Nine Streets, THE BUTCHER Social Club, THE BUTCHER on Wheels, THE BUTCHER Berlin, SHIRKHAN and the upcoming THE BUTCHER Ibiza, THE BUTCHER Milan, IZAKAYA Munich, IZAKAYA Hamburg, THE DUCHESS Milan and MAD FOX Club.

ICRAVE is an innovation and design studio based in New York City that reimagines built and digital environments for brands, choreographing memorable experiences that foster curiosity, imagination and lasting emotional connections. Helmed by Lionel Ohayon since 2002, ICRAVE has worked with Fortune 500 companies and innovative startups on award-winning hospitality, airport, workplace and healthcare
projects across the globe.

Jacob Peres Office