Redevelopment of Heineken Hoek in Amsterdam

Together with Heineken Nederland B.V. we aim to radically transform the building in order to reposition the Heineken Hoek in a qualitative sense via striking and high-quality architecture. The existing building does not fit in well with the surrounding structures, and this landmark location in the middle of the Leidseplein also deserves a striking and prestigious building.


The former building dates from around 1900. A taller section was built on the side facing the Leidseplein, and a lower section was built on the side facing the Kleine-Gartmanplantsoen. At a later stage, the adjoining building on the Kleine -Gartmanplantsoen was added to the Heinekenhoek. This is reflected in the façade sections. The three large dormers were added to the lower middle section in a later phase. The existing plinth and storeys do not reflect the design of the original corner building. However, an attempt was made to create a consistent overall image via the use of colour.

The forming building was not a listed monument on a national or municipal level. The building has a very limited historical value, and the use made of it does not have any special value from a cultural point of view.


In 2011, a competition was organised for the design of a new building at the Heineken Hoek site. A total of four architectural firms were invited to participate: MVSA Architects, Dam en Partners Architecten, Dok Architecten and UN Studio. In collaboration between Carransa Groep B.V. and Heineken Nederland B.V and in close consultation with the Municipality of Amsterdam, the design submitted by the Amsterdam architectural firm MVSA Architects was selected from the four designs submitted to the competition.

The new building will have six storeys and a basement. The construction height of the new building will match the construction heights of the connecting buildings. The roof structure will be set back in a similar fashion to the surrounding buildings, forming the desired end structure for the premises.

“The former conservatory has been eliminated from the new plan and been replaced by a transparent canopy over the terrace and entrance halls.”

In the new plan, the catering facilities will be located in the basement, on the ground floor, and on the first floor. The remaining upper storeys are reserved for a high-quality four-star hotel. The new combination of functions, in combination with the carefully and expressively designed architecture, will make a positive contribution to the quality-of-life and overall quality of the area.

The new building will have a double façade, which means there will be an inner façade and a glass outer façade. The inner façade will feature white plate material in a triangular pattern with three different depths, creating a subtle relief. This material, colour and pattern will continue into the roof, with the same elements determining the look. The outer façade is constructed from glass triangles positioned at a variety of different angles.

“The transparent façade will give the Leidseplein a clear and fresh look.”

The glass diamond-shaped outer façade in the new design harks back to the famous Koh-I-Noor diamond. In Persian, this means: ‘Mountain of Light’. This diamond was cut in Amsterdam by Mr Voorzanger, a famous diamond cutter from the past, at the request of the British Royal House.

In the evening, the interior surface of the façade is lit up by energy-efficient LED lighting.

Aesthetics and Listed Buildings Committee
The new plan for the Heineken Hoek is an integral part of the urban renovation of the Leidseplein and its surroundings.

Via the choice for a transparent and consistent image, the use of sustainable materials, and a construction height in line with the neighbouring buildings, the new design will inject a measure of calm and quiet into the look and feel of the Leidseplein and its perception by neighbours and visitors. A provisional design for the new building was prepared in consultation with the Spatial Planning Department of the Municipality of Amsterdam. The design is in line with the building envelope set out by the municipality and the points of departure for the city centre, as formulated in the policy document ‘the Beauty of Amsterdam’. The plan was submitted to and evaluated by the Aesthetics and Listed Buildings Committee. The feedback received was then used in working out the further details of the plan, leading to the definitive and approved design.

Parties involved
Architect – MVSA Architects B.V.
Structural engineers – Van Rossum Raadgevende Ingenieurs B.V.
Installation consultant – Hiensch Engineering B.V.


A sustainable building
From the very first step of the design process, all the parties involved set their sights on realising a sustainable and energy-efficient building.

Measures that can be taken include:
– Reuse of materials
– High-quality insulation materials
– Sustainable materials (e.g. FSC wood)
– Energy-efficient lighting
– Lighting system with motion sensors and daylight regulation
– Water-saving toilet settings
– Heat pump for heating and cooling
– Solar panels
– Ventilation system with CO₂ regulator
– Self-closing taps
– Taking the existing flora and fauna into consideration
– Monitoring installations in order to raise awareness of energy consumption
– Responsible management of waste: separation and minimisation

Parties involved
Tenant – Heineken Nederland B.V.
Architect – MVSA Architects B.V.
Structural engineers – Van Rossum Raadgevende Ingenieurs B.V.
Installation consultant – Hiensch Engineering B.V.
Building physics and fire safety – Peutz B.V.
Spatial planning – BRO adviseurs in ruimtelijke ordening, economie en milieu B.V. (consultants in spatial planning, economy, and environment)
Ecology – Fugro Geoservices B.V.
Demotilion, earthwork and drainage: I. Deegen & Zoon B.V.
Sheet pilling and pilling work: Gebr. van ‘t Hek
Constructor: J.P. van Eesteren B.V.
electrical installations: Hoppenbrouwer Techniek B.V.
mechanical installations: Bectro Installatietechniek B.V.
Glass facade: Octatube Nederland B.V.


Demolition: finished
Building pit excavation (foundation, earthwork and pump drainage): finished
Start structural work: started at the end of 2021
Total building time: 18 months
Completion: Summer 2023


Newsletter July 2021
Building pit excavation for Heineken Hoek in full swing

Newsletter May 2021
The beer glasses are gone from Heineken Hoek

Newsletter January 2021
The demolition of Heineken Hoek is about to get underway!

Newsletter April 2022
End of April concrete pour basement floor Heineken Hoek

Informationletters constructor J.P. van Eesteren

Informationletter March 2022
Informationletter #3 Heinekenhoek

Informationletter April 2022
Informationletter #4 Heinekenhoek

Other Information

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