A’DAM Tower shows a new side of Amsterdam
At A’DAM Lookout, travellers to Amsterdam will experience the city from an entirely new perspective – both literally and metaphorically. Luring visitors across the IJ river to the less developed side of Amsterdam and up the A’DAM Tower, the lookout creates a new destination in the Dutch capital. The goal was to develop an iconic experience that would imprint A’DAM Tower in visitors’ memories – something that would make it stand out from other important European destinations. After absorbing music, dance, rebellion and youth culture, thrill-seekers can even dangle over the edge to take in the city from yet another perspective.
Amsterdam from every angle
Part of A’DAM Tower – which also includes rotating fine-dining restaurant Moon, Sir Adam Hotel, and underground nightclub Shelter, as well as the headquarters of leading and up-and-coming creative companies – the lookout spans the building’s 20th and 21st floors. We enriched the indoor and outdoor sky decks – which offer 360-degree views of Amsterdam – with bespoke experiences. Visitors can hover 100 metres above the river IJ on the OverTheEdge swing and learn about the city through a state-of-the-art interactive exhibition.
A visual and physical thrill
The experience begins in the GoToHeaven lift, where a futuristic audiovisual spectacle ushers guests to the 20th floor in 22 seconds. In a symbolic rocket launch, the glass lift propels past 42 horizontal LED strips towards an animated LED screen in the ceiling – a setting that wouldn’t look out of place in a sci-fi film. Beyond the doors awaits the interactive exhibition. Like a minimalistic photo exhibition, concealed programmable monitors display imagery of Amsterdam’s best offerings: heroes, artists and festivals. From Dutch artist and musician Herman Brood to Anne Frank, and from the Milkshake dance festival to Dutch painter Karen Appel. The use of digital content means the material is ever changing and always up-to-date.
Through virtual-reality touchscreens, visitors soak in the view while learning hundreds of intriguing facts about Amsterdam. A projection-mapped model shows the city turn orange on King’s Day, people partying during Amsterdam Dance Festival, and how the canal belt came into being. Completing the experience is the OverTheEdge swing, an attraction in itself. With a palette derived from Amsterdam’s flag and coat of arms, the red-and-black swing set aligns perfectly with the overall brand identity of A’DAM.
500000
visitors/
year
1500
square
meters
100
meter elevator ride
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