The Stone Twins

Instantaneous Information

A’DAM

Client: A’DAM Toren (2013-2017)
Creative Direction, Brand Identity and Communications for A’DAM Toren (the exciting redevelopment of the former Shell Tower in Amsterdam). In a holistic approach, The Stone Twins were responsible for everything from the visual & verbal identity to communications, and leading the various interior, experiential and sound designers.

A’DAM Toren - Creative Direction: The Stone Twins - Slogan/Supergraphics: The Stone Twins (Photo: Aerovista Luchtfotografie)

A’DAM Toren - Creative Direction: The Stone Twins - Design: The Stone Twins

A’DAM Toren - Creative Direction: The Stone Twins - Wayfinding: The Stone Twins & Frankie Goes To Hollywood (Image: Walter Plinge)

A’DAM Toren - Creative Direction & Brand Consultancy: The Stone Twins - Interior Design: Tank (Image: Teo Krijgsman)

A’DAM Toren - Creative Direction: The Stone Twins - Wayfinding: The Stone Twins (Image: Arjen Poortman)

A’DAM Toren - Creative Direction: The Stone Twins - Wayfinding: The Stone Twins (Image: Walter Plinge)

A’DAM Toren - Creative Direction: The Stone Twins

A’DAM Toren - Creative Direction & Brand Consultancy: The Stone Twins - Interior Design: Tank (Image: Teo Krijgsman)

A’DAM Toren - Creative Direction: The Stone Twins - Slogan & Lightbox Installation: The Stone Twins (Image: Arjen Poortman)

A’DAM Toren - Creative Direction: The Stone Twins - Elevator Experience Design: The Stone Twins & Northerm Light (Image: Dennis Bouman)

A’DAM Toren - Creative Direction: The Stone Twins - Social Media Communications: The Stone Twins

A’DAM Toren - Creative Direction: The Stone Twins (Image: Mathias Ondraczek)

To convey the exciting music-focused plans for the tower, The Stone Twins devised the name A’DAM: an abbreviation of Amsterdam & a self-created acronym for ‘Amsterdam Dance and Music’. The visual identity revolves around a 45° square (a reference to the square base of the tower that is 45˚ to the water) and Helvetica (a nod to the modernist architecture and 90s club culture). Copywriting is in a cheeky first-person point of view which is quite unique in the world of real estate. Above all, a reference to music permeates everything from the XL banners (which launched the brand), to interior design details (e.g. Disco elevator), merchandise, wayfinding and communications.

As part of the holistic approach, The Stone Twins also devised the brand names and identities for the following sub-brands: Madam (Restaurant & Skybar), Moon,(revolving restaurant), A’DAM&Co. (members’ club), A’DAM Works and Lookout. For more information about the A’DAM Brand Identity please visit here.

Further information:
A’DAM Building Wrap
A’DAM Construction Site Hoarding
A’DAM Safety Helmets
A’DAM Social Media
​A’DAM Blog
A’DAM Brand Identity

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Credits:
Client: A’DAM Toren (Duncan Stutterheim, Sander Groet, Hans Brouwer & Lingotto) and A’DAM SixSenses BV
Creative Direction, Brand Identity & Communications: The Stone Twins
Interior Design: TANK, ICRAVE, D+Z Architecten, NEXT architects
Experience Design: The Stone Twins, Northern Light
Lighting Design: Rapenburg Plaza
Images: Aerovista Luchtfotografie, Dennis Bouman, Teo Krijgsman, Mathias Ondraczek, Walter Plinge, Arjen Poortman
Website: Frank Groet
Video Post Production: WRKS
Music: From ABBA to ZZ Top