The Stone Twins

Instantaneous Information

A’DAM

Client: A’DAM Toren (2014- )
Brand strategy and identity 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 specialist teams of interior and experiential designers.

A’DAM Toren - Creative Direction: The Stone Twins

A’DAM Toren - Creative Direction: The Stone Twins

A’DAM Toren - Creative Direction: The Stone Twins

A’DAM Toren - Creative Direction: The Stone Twins

A’DAM Toren ‘Wayfinding’ - Creative Direction: The Stone Twins

A’DAM Toren - Creative Direction: The Stone Twins

A’DAM Toren - A’DAM Lookout - Merchandise - Creative Direction: The Stone Twins

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, 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.

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

A’DAM Toren - Creative Direction: The Stone Twins

Further information:
A’DAM Building Wrap
A’DAM Construction Site Hoarding
A’DAM Safety Helmets
​A’DAM Blog

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