MEMBER TO REMEMBER
Our Flex member Aram Leeuw, brand experience designer and art director, shares his creative journey.
Aram: “Trained as an industrial designer, I shifted into experiential advertising, focusing on spatial advertising—crafting immersive brand experiences. Utilizing tools like VR, projection mapping, and augmented reality, I aim to create wow-effects and turn brand visitors into fans. For instance, at Dutch Design Week, I showcased NS's 'Train of the Future' virtually, allowing visitors to explore its interior. I've also designed unique experiences like a floating bar for Heineken in Ibiza, generating buzz through social media.”
His career spans activations for brands like Nike, Puma and Volvo Ocean Race, highlighting the value of interactive storytelling. Being a member at A'DAM&Co.work has allowed him to work on projects such as the renewal of the reception of the A’DAM Tower and the new bar for The Loft.
Aram: “The new bar is more functional and incorporates the Overhoeks element—a square rotated 45 degrees. The A'DAM Tower is a square tower rotated 45 degrees to the water. You see a lot of 45-degree diagonal lines and squares throughout the building. So, I incorporated diamonds into the bar design. The countertop of the new bar is made from marble from the current bar, giving it a second life. The bar will be installed in June. The tower's reception was very dark and tucked away in a corner. So, I redesigned it for better visibility and functionality. We moved the reception forward, again at a 45-degree angle. Now, when you approach it, you're facing the people behind the reception.”
Any upcoming projects?
Aram: “I'm gearing up for Sail Amsterdam 2025 and an interactive exhibition for Mediamuseum Beeld & Geluid.”
Your favorite spot in the A'DAM Tower?
Aram: “A'DAM&Co.work—a hub of camaraderie where we share meals, collaborate, and enjoy the tower's unique ambiance. We have a little group at the table, with the same faces. We had our own Christmas dinner and we exercise together. You come here as an individual, but ultimately, we're all colleagues. Someone once said: “They're my colleagues without the downsides.” I also enjoy being on the 18th floor at A'DAM&Co. I participated in the Jam Sessions once. It's really cool how much is organized there.”
In his free time Aram’s a musician and Krav Maga enthusiast, finding joy in creative pursuits and staying active. His most memorable moment at the A'DAM Tower? Unexpectedly finding his workspace here and designing for the tower.
Want to get in touch with Aram Leeuw? Visit his website aramleeuw.com for more information.