Generator: Hoi Amsterdam

How do you turn a former zoological university into the coolest spot in the city? The gem of Amsterdam’s Oostpark was transformed into a designer hotspot that challenged what a hostel should be. The former lecture hall was preserved and transformed into a breath-taking chill-out lounge and bar, while the old library became a relaxation safe haven. We then transformed the original boiler room into a secret late night bar, attracting Amsterdam’s freshest talent and coolest crowds. I oversaw the digital and content activation of the new market, working with local influencers, designers, content creators and agencies to ensure the visual identity and digital presence was optimised and streamlined. I also oversaw the digital creation of the PR trips and the opening parties for the hostel activation.