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Two Sirs

Two Sirs

May 2, 2017 |

SIR hotels has two new properties on tap: the recently opened Sir Adam, in Amsterdam (the boutique brand’s second hotel in that city); and the soon-to-debut Sir Nikolai in Hamburg, Germany (its second in that country).

Sir Adam, featuring interiors created by New York-based ICRAVE, occupies the first eight floors of the city’s landmark A’DAM Toren, which is home to Gibson, Sony and several other music industry heavyweights. “We have some of Europe’s greatest music talents as our neighbors, so it made sense to create a space to not only complement but also nurture that energy,” says SIR founder and owner Liran Wizman.

In keeping with that idea, Sir Adam eschews the traditional hotel lobby in favor of The Hub, a co-working space-meets-concept store and music library. The Hub, in turn, overlooks The Butcher Social Club, a spacious gourmet burger joint set in a casual living room environment. The club includes a large island bar and riverside terrace. A spiral staircase ascends to an indoor/outdoor drinking den, The Beergarden. Also located on the second floor are The Studios, a set of flexible event spaces.

The hotel’s 107 guest rooms and single suite continue the rock-on theme, as they are outfitted with Bluetooth-enabled Crosley record players, a collection of vinyl and a Gibson guitar. Embracing the original structure of the tower, raw concrete pillars and exposed ceilings frame the interiors. Floor-to-ceiling windows hold floating desks and window benches that provide panoramic views of the city’s skyline.

ICRAVE teamed with several local emerging artists on the commissioned art pieces for the hotel, including Telmo & Miel’s double-height mural featuring an androgynous cyborg, and Floor Bijkersma’s two lenticular compositions on the bar and reception desk that deal with the fleeting and tenuous nature of fame.

Sir Nikolai, the fourth SIR hotel, is slated to open later this spring in a former warehouse that sits adjacent to a canal in Hamburg’s Old Town. Overseeing the property’s rebirth is Amsterdam-based design studio FG Stijl.


This property’s entry experience will be a library-like setting, with an open fireplace, large bookshelves and a lounge area. That space will adjoin an atrium area dubbed The Patio, which will feature an open fireplace and a retractable glass roof, as well as The Entourage Group’s IZAKAYA Asian Kitchen & Bar, which will include two sun terraces. Slated to open in the latter half of the year in the hotel’s lower level is a spa/pool/fitness complex, which will have floor-to-ceiling windows.

As for accommodations, its 94 guest rooms are envisioned as elegant retreats, furnished with chaise lounges, armchairs and working desks. Curated art, from historical photographs to old nautical charts, will reflect the surrounding city.

The SIR brand launched in Amsterdam in 2013 with Sir Albert in the De Pijp neighborhood, followed by Sir Savigny in Berlin in late 2016. SIR hotels are managed by Amsterdam-based Europe Hotels Private Collection.


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