DESIGN BRIEF TANK WAS ASKED TO CREATE A CONCEPT THAT IS BUILT AROUND ALL MEMBERS BEING PART OF A WHOLE. TO DESIGN A SPACE THAT IS EXCLUSIVE YET INCLUSIVE, THAT’S WARM AND HOMEY YET SPECTACULAR, A SPACE THAT’S FAMILIAR YET SURPRISING AND INTIMATE YET OPEN. IN SHORT, TO DESIGN A SPACE BASED ON CONTRASTS. OH, AND IT SHOULD FEEL REALLY UNIQUE, PRESTIGIOUS AND SPECIAL.
It’s the talk of the town. It has been for over 2 years. And now it’s finally here: A’DAM&Co, The Members Club since 2016. A’DAM&Co. A place where creative minds come together. Where one can discover, create, make mistakes, be inspired, make friends… or simply grow.
TREE OF LIVE (RATIONALE) With the design brief in mind, TANK started by going way back in time. When there was only one Adam. Who made his home with Eve. In the garden of Eden. Every day Adam and Eve sat under the Tree of Life. Where everyone gathered. To create, communicate and contemplate. It was actually the world’s very first members club.
DESIGN ANSWER The schizophrenic brief translated into one solid identity, a grand gesture that embraces all members as a whole. Shaped like an overwhelming, abstracted Tree of Life, the wooden sculpture is the center of attention and offers shelter, intimacy, grounding and playfulness.
Working with a round space and a solid core, logically the Tree of Life is positioned in the middle, branching out to different areas. Through these branches, that separate you yet maintain openness, TANK was able to create intimacy as well as different settings. For the interior TANK worked with honest materials such as plywood for the staircase and the tree, turning raw and basic material into poetry and romance. The stainless steel ‘cool’ lobby refers to the outside world and presents a contrast with the warm, lush, somewhat nostalgic interior upon entering the club. The bar is designed as an oval table and is made out of copper, brass, wood and stainless steel. It invites everyone to gather around, diminishing the distance between visitor and service. A mix of antique, vintage, custom and modern furniture with surprising objects and details such as ants on the carpet, complete the interior of A’DAM&Co and offer cosy and elegant nooks where people can chill out and enjoy the amazing view over Amsterdam.
DESIGN CHALLENGES Designing a circular space with no separate rooms, obviously offered some challenges, the main one being acoustics. Again, the Tree of Life guided TANK to the solution, tackling the problem by hiding the installations needed for good acoustics with the branches of the tree.
All in all, the Tree of Life really did answer all the design questions.