At the heart of Amsterdam nightlife, the bustling Leidseplein is undergoing a 21st century makeover, including the introduction of The Diamond, replacing the former building on the corner of the square. Together with our clients, we radically reimagined this site, adding a gleaming, high-quality, contemporary icon.
Welcome to The Diamond, a tasteful sanctuary nestled on one of Amsterdam’s most iconic corners. Here in the heart of the city, you find a curated collection of the world’s finest hospitality concepts. Immerse yourself in the intimate sophistication of Hotel The Diamond or unwind amidst the laid-back ambiance of the legendary Heineken Hoek Grand Cafe. There is plenty to discover behind the new shimmering facade.
The building that once occupied the corner did no longer fit in with the surrounding structures of grand architectural quality, and this landmark location in the middle of the Leidseplein was deserving a state of the art and prestigious building. We answered this call with the winning design for the competition for this prestigious project in 2011. To give the building the necessary presence for its high-profile location and its new life as a landmark, we designed a spectacular facetted façade based on the glittering surfaces of a cut diamond.
Program
Positioned at the juncture of Amsterdam’s Museum Quarter and the scenic Canal District, Leidseplein holds both great historical and cultural significance. Today, it stands as the perfect haven for those with a lust for life, providing a diverse selection of amenities and attractions.
Heineken Hoek is an amalgamation of the Amsterdam experience. The bold design spans across six floors and a subterranean level, featuring a distinctive double facade which, through the interplay of varying depths, creates a striking display. As evening falls, The Diamond awakens, adorning it with a myriad of lights that unveil the inner facade.
The Diamond hosts a four-star boutique hotel and stands as a cutting-edge culinary destination. For those nostalgic souls, The Diamond reintroduces the famous Heineken Hoek Grand Cafe, that next to its familiar worldly menu, now hosts a luxury Steakhouse. Once adorned by the iconic beer glass billboard, this Grand Cafe and Steakhouse sprawls across two floors and a generous pavement terrace: your front-row seat to the bustling cityscape.
The Leidseplein Revival
‘Where history, culture and contemporary comforts converge’
Positioned at the juncture of Amsterdam’s Museum Quarter and the scenic Canal District, Leidseplein stands as a bastion of historical and cultural resonance. Once among the largest horse-drawn wagon lots, the square has witnessed numerous historical milestones. It played host to Amsterdam’s inaugural tramline and city theatre, and later matured into a cherished hub for local artists, solidifying its status as a cornerstone of the city’s cultural scene. Today, it stands as the perfect haven for the discerning traveller, providing a diverse selection of amenities and attractions.
The Diamond replaces where once stood the former Heineken Hoek. The former buildings dated from around 1900. A taller building was built on the side facing the Leidseplein, and two smaller ones were built on the Kleine-Gartmanplantsoen side. At a later stage, the buildings were all merged, creating the former complex. This was reflected in the messy inharmonious façade. The existing plinth and storeys did not reflect the design of the original buildings. An attempt was made to create a consistent overall image via the use of colour. Although it waso famous for its beloved tenants, the building was not a listed monument.
The Diamond is an integral part of the urban renovation of the Leidseplein and its surroundings. Our design was carefully created to blend in with its new setting. The new design rings in a new era for the square’s look and feel, thanks to its luminosity, use of high-grade durable materials, and harmonization with neighbouring buildings. The Diamond feels like the crowning jewel of Leidseplein, complementary to the different historical architectural marvels that have formed the square.
A New Icon
In 2011, a competition was organised for the design of a new building at the Heineken Hoek site. In collaboration between Caransa Groep and Heineken Nederland and in close consultation with the Municipality of Amsterdam, our design was selected as the winner.
Our bold design takes inspiration from both the old and the new, the local and the foreign, the trendy and the timeless – an eclectic homage to Amsterdam’s cultured scene and rich heritage. It is our ultimate vision of hospitality; a boutique retreat with a touch of Amsterdam charm.
The construction height matches the construction heights of the connecting buildings, both on the Leidseplein side, and the Kleine-Gartmanplantsoen side. The roof structure is set back in a similar fashion to the surrounding historic buildings, forming the desired end structure for the premises and showing a nod to historic Dutch architecture traditions.
At the city council’s request, the existing conservatory will make way for a transparent awning covering a terrace and entrance ways. The entire ground-floor façade has outward-opening doors.
The vertical window layout blends seamlessly with the city centre’s streetscape and the choice of a double façade gives the building a particularly light and airy feel. The new interior splits the bar and café across basement, ground-floor and first-floor levels. Upper floors will be converted into a new four-star hotel. This new combination of activities in conjunction with the Heineken Hoek’s exciting architectural design will enhance numerous aspects of the surrounding area.
Façade Fascinations
‘An ode to the city’s stone-trade heritage’
A true architectural gem, our building draws inspiration from the famous Koh-I-Noor diamond– Persian for ‘Mountain of Light’— renowned for its beauty and historical significance. This diamond was cut for the British Royal Family by one of Amsterdam’s leading diamond cutters, Levie Voorzanger, in 1852. Conceived by MVSA’s Roberto Meyer, The Diamond pays testament to the city’s stone-trade heritage, earning Amsterdam its reputation as ‘The City of Diamonds’.
The new building has a double façade, which means there will be an inner façade and a glass outer façade. The inner façade will be made from white cladding with subtle, triangular, triple-relief patterning. This material, colour and the three different depths will continue into the roof, with the same elements completing the look. The outer façade is made up of triangular pieces of glass mounted at varying angles to create a diamond effect.
During the day, the angled glass panes refract light in accordance with the sun and weather conditions, providing a dynamic interplay between nature and built environment. In the evening, the interior surface of the façade is lit up by energy-efficient LED lighting, giving The Diamond a prominent and iconic presence in one of Amsterdam’s prime nightlife locations.
From the outset, all parties involved in the design process have been working towards making the building as sustainable and energy efficient as possible, in compliance with the rating of BREEAM.
