Welcome to the MICEnewsletter summer edition. In this newsletter you can learn much more about some of the inspirational meeting locations and service providers in Amsterdam.

Read the latest MICEdition Newsletter Summer 2015.


Developing for Success

Amsterdam is a city built on innovation, whose inhabitants are constantly looking to the future. 2014 sees a number of developments – from infrastructure improvements to hotel renovations – that will ensure Amsterdam remains a top ten international conference city for many years to come.

A’DAM Tower

The Overhoeks Tower, located opposite Amsterdam Central Station across the IJ, will soon be transformed into the Amsterdam Dance and Music Tower – more commonly known as the A’DAM Tower. Housing a mix of offices, nightclubs, a hotel and an observation deck with breath-taking views and a revolving restaurant, the opening is scheduled for the end of 2015.

An iconic and inspiring development

The Overhoeks Tower, which previously served as a central Amsterdam office for Royal Dutch Shell, is an eye-catching office complex. Built in 1969, the building is 80 metres tall and was designed by the architect Arthur Staal. Its renovation is set to begin in the summer of 2014 and it will eventually reopen as A’DAM Tower at the end of 2015. The most spectacular plans for the building include the transformation of its upper floors into an observation deck that will rotate, providing spectacular 360-degree views of the river, docklands and historic city centre.

2015: Creative, Determined Open-minded

In 2015, the city of Amsterdam will celebrate and focus on the creativity, determination and open-mindedness that have characterised city life here through the ages. In February, the Rijksmuseum celebrates the genius of the unconventional Rembrandt van Rijn with a major retrospective of his later works, while 19th-century genius Vincent van Gogh – who died 125 years ago in 2015 – will have a major exhibition in September at the museum that bears his name, together with that other great northern painter of desperation, Edvard Munch. Other landmark events in 2015 include the 120th birthday of the Stedelijk Museum and 50 years of the National Opera.

E [email protected]
I www.iamsterdam.com/meeting


New sustainable building for Amsterdam RAI: introducing the Amtrium

Bringing people together – both physically and virtually – expands borders... it inspires!

Amsterdam RAI has been bringing different worlds, people and markets together, at home and abroad, since 1893. The RAI complex as a whole has been designed to be as flexible as possible in order to accommodate all types of events, whether they occupy the entire complex or use only a part of it. ‘Flexibility’ is a key word, especially in today’s market, and there is a growing need for locations with flexible spaces where conference facilities can be combined with exhibition spaces and/or meeting rooms – for breakout sessions or product presentations, for example.

In October 2013, construction started on just such a space on the northern side of Amsterdam RAI: a new, flexible and sustainable conference, meeting and office building. The new conference and meeting facilities will be a valuable addition to this part of the complex, which already comprises Hall 1, Amsterdam RAI’s largest exhibition hall, and the adjacent Hall 4/5, making it ideal for large exhibitions.

The ground floor of the Amtrium will comprise a 550m² ballroom, which can be divided into two equal parts, and a 676m² lounge linked to Halls 4/5 and 1. Sliding walls will allow the ballroom and lounge to be combined into one large space. The first floor will feature a large 108m² meeting room that can be divided into two meeting rooms measuring 35 and 36m² respectively, as well as a reception space.

Sustainable construction

The Amtrium has already been rated excellent and received a four-star New Construction Design Certificate from BREEAM-NL. This sustainability benchmark is managed by the Dutch Green Building Council (DGBC) and recognises features such as natural means for the heating and cooling of facilities – for example, thermal energy storage (TES) and solar panels.

Urban farming

Perhaps the most extraordinary feature of the building is its vertical greenhouse for urban farming. This allows crops to be grown at the Amtrium for use in restaurant ROAST outside the complex. In addition, the greenhouse also serves as an air filter in combination with the building’s ground-source heat pump.

1078 GZ Amsterdam
T +31 20 549 17 22
E [email protected]
I www.rai.nl


Amsterdam, best seen from the water!

At Canal, the dedicated staff believes that Amsterdam is seen in all its glory from the water. The magnificent buildings, picturesque bridges and magical canals for which the city is so famous: with a Canal cruise, these all come together for the perfect partner programme to your MICE event.

Canal’s wide-ranging programme portfolio guarantees that you’ll have an unforgettable day on the water. Whether it’s an intimate dinner with your partner, a celebration with 20 guests or a business party with 500 clients, with Canal everything is possible on and around the canals! Canal puts the spotlight on Amsterdam’s breath-taking beauty, which has always been the company’s main focus.


Canal is proud to have been awarded the Golden Green Key, an official and international eco label for sustainability and corporate social responsibility. All boats run silently on environmentally friendly natural gas for a clean(er) Amsterdam.

An extensive fleet

Canal has an extensive fleet of 44 vessels (party boats, classic saloon steamers and open boats), which can cater for a variety of group sizes (from 20–1,000 people) and events. The expert conference team can cater to your every need, responding to specific desires to ensure that your experience of Amsterdam is unique.

Weteringschans 26-1
1017 SG Amsterdam
T +31 20 217 05 00
E [email protected]
I www.canal.nl


An inspirational, cultured meeting space

This bright and contemporary museum of modern art is the perfect backdrop for functions. Meeting areas are spacious, and the building’s unique architecture means daylight is plentiful. Events can be hosted right in the gallery among the artworks, and the constantly changing exhibitions provide colour, inspiration and pleasant surroundings for delegates. You can limit your programme to the bare minimum (just the room hire) or broaden it to include specific culinary wishes and cultural programmes.

Cultural programmes

Masterpieces from the unique, extensive museum collection are permanently on display. In addition to the Cobra artists – the Copenhagen-, Brussels- and Amsterdam-based artistic movement from whom the museum takes its name – there are also temporary exhibitions of contemporary art, bringing the Cobra legacy up to date.  From 5 April through 31 August, the museum hosts From the Guggenheim Collection to the Cobra Museum of Modern Art. Never before have so many trailblazing works from the Guggenheim collection been seen in the Netherlands. Thirteen of these were crucial to the Guggenheim's inaugural exhibition in 1959, marking the opening of the iconic Frank Lloyd Wright building. For a full five months, masterpieces by Jackson Pollock, Mark Rothko, Willem de Kooning, Louise Bourgeois, George Mathieu and no fewer than 39 other renowned international artists bring the Guggenheim to Amstelveen.

Sandbergplein 1
1181 ZX Amstelveen
T +31 20 547 50 50
E [email protected]
I www.cobra-museum.nl


Sustainable events at the Royal Concertgebouw

The centrally located Royal Concert hall is not just a superlative concert venue; it’s also an inspiring location for events, receptions dinners, meetings and conferences. The breath-taking historical building has played host to many of the world’s most famous musicians, and this heritage informs your experience. It offers a very stylish setting for your event in the heart of Amsterdam. The five multifunctional, luxurious halls and foyers are impressive and require few if any decorations. You can rent the halls separately or in combination. There are also excellent parking facilities, two conference halls and up to ten break-out rooms to accommodate up to 2,500 guests, with high-speed wired and wireless internet.

Room capacities:

Main Hall
1,974 theatre seating
550 sit-down dinner
1,500 walking dinner/party
7 break-out rooms

Small hall
437 theatre seating
130 sit down dinner
2 break-out rooms

Choir hall
150 theatre seating
100 sit-down dinner
150 reception/party

Mirror hall
220 theatre seating
150 sit-down dinner

90 theatre seating
120 reception/party
90 sit-down dinner

Concertgebouwplein 10
1071 LN Amsterdam
T + 31 20 573 04 54
E [email protected]
I www.concertgebouw.nl


A world of luxury shopping

De Bijenkorf is the premium Dutch department store, founded in 1870. The flagship store is located in a historical building on Dam square in the heart of Amsterdam.

At de Bijenkorf you’ll find top fashion brands, designer labels and luxury products – everything you could desire, from the latest beauty products to the hottest accessories; from beautiful tableware and glassware to the cutest toys, and even delicious handmade chocolates. De Bijenkorf offers the highest quality and always carries the latest trends, hosts exciting events and has the best customer services, including free Wi-Fi in all de Bijenkorf stores.


De Bijenkorf constantly strives to be the number one choice of its style-savvy customers, always carrying the newest fashion brands ahead of the curve. Recently, de Bijenkorf launched several new high-end brands – including Kenzo, Wildfox, All Saints and Tory Burch – which join established luxury collections including Louis Vuitton, Hermès, Gucci, Burberry and Salvatore Ferragamo.

Top trends

De Bijenkorf’s spring and summer collection includes all the latest trends. De Bijenkorf launched the collection with the campaign Live Fashion LIVE. From classic black-and-white to poppy pastels and from culture clash to denim and blue, this season fashion addicts can indulge themselves whatever their persuasion. Pastels set the romantic tone within the collection, while biker jackets give some edge. Graphic tees and sweaters as well as bold sneakers are here to stay, and also make a clear statement. The black-and-white trend can be combined with a coloured bag to add a colour pop to a sophisticated look. De Bijenkorf’s professional staff is looking forward to welcoming you in one of the stores and helping you add some spring and summer to your wardrobe.

Opening hours:
Monday: 11:00-20:00
Tuesday: 10:00-20:00
Wednesday: 10:00-20:00
Thursday: 10:00-21:00
Friday: 10:00-21:00
Saturday: 09:30-20:00
Sunday: 11:00-20:00

Dam 1
1012 JS Amsterdam
T +31 88 245 90 00
I www.debijenkorf.nl/international


Sophisticated Gassan: service and more

For over 425 years, Amsterdam has been known as 'the City of Diamonds' and in the green museum quarter known as De Plantage you will find Gassan Diamonds. Built in 1879, this is the oldest diamond factory in Amsterdam.

Each day, Gassan Diamonds offers free diamond tours, guided in your own language by one of our experts. Visitors can admire diamond polishers at work and learn about what factors determine the quality of diamonds and their related value. Gassan Diamonds can provide special business-to-business activities for both small and large groups. To give you an impression of the possibilities, you’ll find some suggestions below.

  • Organise your meeting in the oldest diamond factory of Amsterdam.
  • Add a lovely lunch or cocktail to complete your programme.
  • As an addition to your experience, a Diamond and Champagne Surprise cocktail. Depending on the budget, there will be e.g. one genuine brilliant cut diamond in one of the glasses and the rest will carry a synthetic stone inside. Once everyone has enjoyed the Champagne, a diamond expert will then check the stones and consequently find the lucky winner of the real diamond. This promotion brings a lot of excitement, also to a 'sophisticated' incentive travel participant.
  • For a group a watch-expert will give a special lecture about the Haute Horlogerie. Explaining latest designs, trends and technical developments of watch making. As well as showing an exclusive collection of watches. It is also possible to give a lecture about one specific brand.
  • Gassan Diamonds specialises in providing tailor made gifts and premiums of outstanding quality. Gassan Diamonds also offers services, for example anniversary programmes and the after-sales service.
  • Organise events for employees of your company with the purpose of team building.

Arrive or leave Gassan Diamonds the Dutch way, for example you can rent a bike or have a canal cruise. Parking facilities, also for tour buses, and a mooring site for canal boats are available. Gassan Diamonds is open 7 days a week from 09:00 until 17:00.

Nieuwe Uilenburgerstraat 173-175
1011 LN Amsterdam
T +31 20 622 53 33
E [email protected]
I www.gassan.com 


Future developments at Hard Rock International

Hard Rock Cafe Amsterdam is celebrating 15 years in the city, located close to the Rijksmuseum and Museum Quarter. Hard Rock Cafe Amsterdam is a popular location for convention visitors, tourists and locals alike. Customer reviews speak for themselves: ‘The team has always been first class in their approach in helping to make our events memorable, with great service that is second to none, and our experience of working with them has always been a pleasure.’

Locations around the globe

Hard Rock International is one of the most globally recognised companies. Beginning with an Eric Clapton guitar, Hard Rock now owns the world’s greatest collection of music memorabilia, displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. HRI owns the global trademark for all Hard Rock brands. The company owns, operates and franchises cafes in iconic cities including London, New York, San Francisco, Sydney and Dubai. HRI also owns licences and/or manages hotel/casino properties worldwide.

And that’s not all. Upcoming developments include locations in Seoul, Vienna, Almaty, Anchorage and Siem Reap, as well as new Hard Rock Hotel projects in Daytona Beach, Aruba, Abu Dhabi, Ibiza and Shenzhen and Haikou in China.

Max Euweplein 57-61
1017 MA Amsterdam
T +31 20 523 76 11
E [email protected]
I www.hardrock.com/amsterdam


Your global meetings partner for airline travel

Are you organising an international trade show, event or conference? AIR FRANCE & KLM Global Meetings makes it both easy and more affordable for participants, clients and business partners to attend your event. AIR FRANCE & KLM Global Meetings offers organisers of exhibitions, conferences and events a free online tool that is unique within the aviation industry. It enables organisers to make their event more attractive to visitors and exhibitors by offering a discount of 5-15% on most KLM and Air France fares. In addition, the organiser can earn free tickets.


  • As an organiser you can offer discounts of 5-15% on fares that event participants can easily book online. The fares are valid on all KLM and Air France flights and partner code share flights (for example, Alitalia, Delta Air Lines) with a KL- or AF- flight number
  • As an event organiser you qualify for reward tickets
  • The Global Meetings discounted fares are available from five days prior to five days after the event dates
  • Global Meetings fares are available from/to any KLM and Air France destination, for example: New York/Amsterdam, Amsterdam/ London, Buenos Aires/Amsterdam
  • Event organisers can also take advantage of the Global Meetings fares when making bookings via an IATA travel agent
  • The programme is for individual bookings, not groups

Terms and conditions

The event should be registered via www.airfranceklm-globalmeetings.com at least two months before it is due to start. The organiser will then receive a communication kit including a link with an Event ID code. The link and AIR FRANCE & KLM Global Meetings logos must be posted on the event website. Event participants can log in with the assigned Event ID code to book their flights.

More information:
See www.airfranceklm-globalmeetings.com for complete terms, conditions and more information or send an email to [email protected]


Mövenpick: where efficiency and inspiration meet

Whatever the purpose of your meeting or event, Mövenpick Hotels & Resorts cater to all your company’s needs. The recently developed Meetings & Events programme delivers a product that can be customised in every area to build the most enjoyable experience for conference organisers and their delegates. With food for thought, inspirational environments and well-considered service, Mövenpick Hotels create amazing culinary experiences, offer remarkable locations and provide the highest-level of personal service.

Food for thought

Mövenpick’ s dedicated staff has created inspiring food and beverage concepts especially for conference delegates: in addition to the standard fare, unique coffee breaks and modern and healthy ‘brain foods’ are offered. All this aims to provide you and your guests with the environment to eat well, think well and work well. Additionally, Mövenpick Meetings & Events employees have been trained to provide personalised, intuitive and accountable service. This, in combination with the simplified and streamlined processes, ensures that you experience a seamless transition between the different steps of event planning. A full-day meeting package in the Amsterdam property is available as of €69.50 per person.

Piet Heinkade 11
1019 BR Amsterdam
T +31 20 519 12 00
E [email protected]


High-level events at NEMO

With its magnificent views over the old city centre and the historic port of Amsterdam, the roof terrace of Science Center NEMO provides the perfect venue for rounding off your summer event.

High-level events at 22 metres above sea level

Invite your guests to an informal drinks reception or a buffet with pinchos, tapas and tinto de verano wine, in the Mediterranean ambiance of the Piazza designed by architect Renzo Piano. Casual lounge chairs and beanbags allow you to create the ultimate summer feeling in a truly unique location. Raise your glasses at 22 metres above sea level, with all of Amsterdam at your feet!

Miracle or Science

It is also possible to host your special event in the new summer exhibition, Miracle or Science. From 28 June through 26 October your guests can enter a world where nothing is as it seems. Here they can enjoy a drink while examining a side view of a maelstrom, discovering how a stone can float in the air and predicting the behaviour of a chaotic pendulum.

Oosterdok 2
T +31 20 531 31 50
E [email protected]
I www.e-NEMO.nl


Historical ambiance meets deluxe design and state-of-the-art facilities

An iconic five-star hotel in the historical city centre of Amsterdam, Sofitel Legend The Grand is furnished with French elegance and grandeur. In each of the rooms, the Michelin starred Restaurant Bridges, the public areas and the peaceful courtyard garden, design and history meet seamlessly to captivate and seduce.

Flexible meeting spaces

Sofitel Legend The Grand has 19 meeting rooms and banqueting halls totalling 1,400m2 of flexible meeting space. Five of these rooms are listed historical monuments and were in use when the building served as Amsterdam’s city hall. The Inspired Meetings team offers event organisers a complete experience by creating the perfect conference setting in a historical room equipped with the latest technology. All meeting rooms have natural daylight.

Luxury accommodation

Sofitel Legend The Grand offers 177 spacious rooms, including 52 luxury suites with butler service – 14 of which are individually designed Canal House Suites located in 17th-century canal houses, with the history of the hotel seamlessly incorporated into the new architectural details. The Grand’s fleet of luxury limousines will transform the way you and your guests experience Amsterdam.

Get mobile

To further meet busy clients’ demands, Sofitel Legend The Grand recently launched the new Sofitel Mobile Application. Now you can book your stay via your mobile phone, with features including the option to search for a hotel by destination or around your current location. You also have access to your current, past and cancelled hotel bookings; the latest Sofitel offers and promotions; map and directions to find your hotel easily; seamless connection via email or telephone; and Sofitel updates and hotel highlights.

Restaurant Bridges

Thoroughly refreshed, enchant your taste buds at the Sofitel Legend The Grand’s restaurant, Bridges, where local culinary tradition is creatively combined with French gastronomy. This legendary location, once the canteen of the City Hall, is now a place where gourmands can enjoy the art of cooking by Executive Chef Joris Bijdendijk.

Oudezijds Voorburgwal 197  
1012 EX Amsterdam
T +31 20 555 31 11 
E [email protected]
I www.sofitel-legend-thegrand.com


Amsterdam’s newest theatre puts MICE events centre stage

Theater Amsterdam is an ideal setting for your business event for 50 to 1,100 guests. The 4,200m² theatre hall offers unique possibilities for large sets and the most modern theatre technologies.

Thanks to its cutting-edge technology and facilities, the possibilities for film premieres, fashion shows, company presentations, congresses, award ceremonies and product launches are endless. Theater Amsterdam has over 500m² of movable screens and an advanced digital projection system; these can be combined precisely as desired with various sets, stages and catwalks.

Perfect partner programme

Theater Amsterdam opens with the world premiere of ANNE, a new theatre production about the life of Anne Frank. Texts from her original diaries will be performed on stage for the first time. ANNE is a joint project initiated by the Anne Frank Fonds Basel, founded by Otto Frank. From 1 July 2014, a multilingual translation system will be available to see ANNE in English, German, French, Spanish, Italian, Portuguese and Russian.

Bespoke culinary accompaniments

Theater Amsterdam has a modern furnished foyer with a number of different seating areas. The bar serves an ample assortment of refreshments, including a wide selection of organic wines and tasty and creatively presented hors d’oeuvre. A unique element of the foyer is the exclusively designed 3D snack wall in the form of Amsterdam canal houses.

The restaurant is located on the theatre’s suspended second floor, where you are certain to be surprised by the chef’s innovative culinary arts. The cosy atmosphere of the restaurant, the extensive menu with dishes from around the world and the excellent service ensure a perfect event. Two beautiful VIP lounges are located on the third floor. They offer the possibility of enjoying specially composed arrangements in a private setting. These VIP lounges can be decorated according to your wishes.

Theater Amsterdam is easily accessible by car and public transport and has parking facilities close by. Theater Amsterdam, the perfect partner programme to your MICE event.

Danzigerkade 5
Tel: +31 20 705 50 00
E [email protected]  
I www.theateramsterdam.com