Hogan Lovells is moving to the Atrium at the Zuidas

Hogan Lovells is moving to the heart of the South-Axis into the fully renovated Atrium complex at the end of 2017. The global law firm will be based in the new North Tower, which is currently under construction at the Strawinskylaan in Amsterdam. Hogan Lovells’ current office is located at Keizersgracht 555 in Amsterdam.

The Atrium North Tower will have nine floors of which Hogan Lovells will occupy the three top floors. The new office has been developed to boost collaboration, meeting the highest standards in terms of hospitality, refinement, technology and sustainability and is situated at the best location of the South-Axis.

The Atrium renovation and expansion of the North and South tower is an Icon Real Estate project, renovated with the help of developer G&S Vastgoed.

Icon announces new leasing activity in renewed Atrium

The Atrium building, part of Icon Real Estate, has attracted a new prominent international tenant. Vistra, a tailored high quality corporate services provider, has signed a lease agreement for 6,000 sq m in the existing towers of the Atrium complex.  Separately, another long-term tenant has agreed to sign a new lease, expanding its office space by 50% to 2,200 sq m and moving into the new South tower, which is expected to be completed during the second quarter of 2017. Late last year Icon Real Estate announced the office space expansion of prominent tenants such as Regus, Optiver and Celanese in the Atrium complex that has been undergoing a major transformation. Together with the recent leases, Icon has signed 30,000 sq m of leases in the Atrium in the past 12 months.

The Atrium renovation and expansion is the result of a joint venture between Icon Real Estate and G&S Vastgoed. Vistra was advised by NL Real Estate. DTZ assisted Icon and G&S Vastgoed in close cooperation with JLL and CBRE.

“We are very happy to welcome Vistra into the renewed Atrium complex. This is truly a testament of their support for the complex and their trust in Icon Real Estate. We are also excited about the increased leasing activity that we see not just in Amsterdam or in our Icon portfolio but throughout our portfolio in the Netherlands”, said Victory Advisors.

While, over the past four quarters, nationwide office take-up increased with 14% compared to the same period the year before (source: CBRE Research), Victory Advisorssaw an uptick of 45% in take-up at its assets throughout the Netherlands. Over the past few months, this outperformance has continued to carry through. “We have already leased over 12,000 sq m, a 100% increase over last year’s Q2 results”, said Victory Advisors.

A ‘perfect storm’ for investment in the Netherlands. A number of factors are converging to make this the most attractive time to invest in the Netherlands in recent history, as the office stock has gone down significantly due to very little new development, conversion into residential, student housing, hotel and other alternative uses and increased take-up through both expansions of existing tenants and arrival of new companies to the Netherlands.

à Deauville, a little taste of France

This month in Hello Zuidas a special with Freddy Potters about à Deauville, a little taste of France at the Zuidas.

The French spa town of Deauville is synonymous with elegance, style, character and luxury. Made famous years ago as a favorite hangout of Hollywood stars, in the early twentieth century it attracted well-heeled Parisians who came to enjoy the scenery and relax.

At à Deauville, restaurant manager Freddy Potters has recreated that special ambience for what’s sure to become Zuidas’ newest hotspot. A man with a passion, Freddy explains: ‘Zuidas deserves a place that offers that same special atmosphere you taste in Deauville. A place that makes everyone feel welcome.’

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Restaurant bar à Deauville in the atrium opens its doors

Two weeks ago, Restaurant à Deauville in the Atrium officially opened its doors to the public. This is the next milestone in the complete refurbishment and expansion of the Atrium. The new restaurant makes an important contribution to the full service concept being implemented in the Atrium. Here, guests can enjoy a quick lunch or a more leisurely business meal. According to one of the tenants attending the opening, the atmosphere, mood and hospitality can best be compared with that of a top level hotel.

From now on, Restaurant à Deauville will regularly be organising activities which are open to everyone. This week, there will be live music during its Friday afternoon happy hour.

G&S and icon refurbish construction site with 35 metre artwork by logan hicks on the zuidas

The New York artist Logan Hicks has created his first mural in Amsterdam, at the renewed Atrium on the Zuidas. He has produced a panorama of a nighttime street scene in Amsterdam on a partition between the Atrium construction site and the Stibbe office.

G&S Vastgoed and ICON, the owner of the renewed Atrium, have decided to adorn this spot with art and have chosen Logan Hicks, famous for his stencil technique. By providing an artistic focus, the area becomes an exciting experience. G&S and ICON are keen to stimulate more art initiatives on the Zuidas. The artwork will be on display for at least six months and will be illuminated at night.

The Urban Art of Logan Hicks mainly consists of ‘cityscapes’ for which he takes lots of photos of cities and transforms them into a new unique reality. He is inspired by  the dynamics of everyday life in the city. For his cityscapes, many of which are in New York and Miami, he uses stencils whereby he manually ‘sprays’ several layers over each other. The photo-realistic element of his art gives passers-by the impression that they are entering a mysterious world. The chilly evening atmosphere contrasting with the warm dynamism that this cityscape exudes is typical of his work. The fact that no people are displayed in his cityscape makes the artwork intriguing and inviting.

Vroom & Varossieau Urban Contemporary Art, previously known as Look for Art, brought Logan Hicks to Amsterdam and co-managed the project. They work closely together with a large group of international Street Artists. Isabelle Vroom & Olivier Varossieau founded their gallery in 2010 and specialise in Urban Contemporary Art and the various street art forms within this genre.

G&S likes to support art initiatives and organisations in the city in which they are working as developer. Thus G&S recently entered into a golden sponsorship with Stedelijk Museum Amsterdam. Besides this Street Art Mural, G&S also supports ‘Art Zuid’ and ‘Get Lost Art Route’, a route whereby art and the business world meet each other on the Zuidas. G&S has chosen to work together with the artists Aimée Zito Lema and Bram de Jonghe. Their art works will be on display in the Atrium until 25 September 2015.

Photography: Milan Hofmans,


For more information:

Margitte Verwoerdt- Art advisor & Coordinator – 06-45460728/

Jet Happel- G&S Vastgoed- 020-6733779/

Olivier Varossieau – Vroom & Varossieau Urban Contemporary Art – 06-50215435/ | |

Another new occupier to Amsterdam chooses The Atrium

Amsterdam, November 2014 – A US Fortune 500 company has agreed to a new, long-term lease contract for approximately 1,900 sq m of office space in the newly renovated existing Atrium on the Amsterdam South Axis. This will be their first office in the Netherlands. This comes very soon after the other recent Atrium letting of approximately 7,000 sq m to CMS, another South Axis newcomer.

The New Atrium is an investment managed by London-based Victory Advisors and is being renovated in partnership with G&S Vastgoed, the most experienced developer in the South Axis.

The renovation project includes upgrading works to the garden, entrance, elevator halls, common areas, and HVAC systems. In addition, the Atrium will be expanded by two office towers comprising approximately 20,000 sq m. After the renovation the New Atrium will offer approximately 54,000 sq m of prime office space. The New Atrium is on target to achieve a BREEAM in use rating of Very Good and BREEAM Excellent on the new towers.

The New Atrium is located on the corner of the Parnassusweg – Strawinskylaan and at the entrance of Station Zuid. This station offers direct rail access to Schiphol, Utrecht and the Hague. The New Atrium is located directly on the A10 and is therefore easily accessible by car.

RentReview Amsterdam advised the tenant in this transaction. CBRE acted on behalf of the owner.

CMS to relocate to The Atrium

CMS international firm of lawyers has reached an outline agreement with Victory Advisors and G&S Vastgoed regarding the letting of the top part of the new South tower building of the Atrium in Amsterdam. The South tower is directly opposite the court building on Parnassusweg. The fact that much of the Utrecht office (of CMS) is being merged with the branch in Amsterdam into a new office is one reason why CMS has decided to relocate to the Atrium.

Victory and G&S started renovating the Atrium in early August 2014, and the renovation work as a whole will be completed in late 2015. The main entrance hall, the garden and the reception renovations will be ready this autumn. Meanwhile, the new luxury restaurant, food market, coffee bar and juice bar will open their doors at the start of 2015. A new underground car park is to be constructed around the existing building, to replace the current one. Work on this will begin at the end of this year.

As a result of the letting agreement with CMS, the South tower is to be added to the Atrium. A North tower may also be added later, depending on the letting potential. The South tower will be built on the corner of Parnassusweg and the entrance to Station Zuid. It has been designed by the MVSA firm of architects in Amsterdam. The total lettable floor space in the South tower is around 14,000 m², of which CMS will occupy about half.

The South tower is due for completion in mid-2017, and will be a sustainable building with its own geothermal pump system. It will also be awarded a BREEAM Excellent certificate when finished. The letting price has not been disclosed.

DTZ advised CMS throughout the commercial process.

The New Atrium – One of a kind

For decades, the Atrium has been the place of business for many leading international companies. As one of the first buildings to be built in Zuidas, it has always been popular for its unique transparency, mainly characterized by the huge open space (the ‘atrium’) that allows the sunlight to flood in, and its floors spanning up to 4,500 m2 each. Realizing the enormous potential of this building, Victory Advisors bought it in 2013 and called in G&S Vastgoed, the project developer of many of the most attractive high quality products in the Zuidas, to help add a new chapter to the Atrium’s history.


Erik: ‘The aim of the renovation is to modernize the Atrium whilst keeping its unique character intact, or even to further enhance those features.’ The New Atrium will offer optimal conditions for people to work, meet and relax. ‘It will be a transparent and distinguished place, where people will feel at home’, Martine explains.


The renovation of the entrance, lobby and general area commenced in August 2014. The construction of an underground parking garage will commence before the end of 2014. ‘The underground garage will make it possible to move current car traffic around the Atrium below ground’, Erik explains. ‘That will then free up space for a pedestrian area with trees and benches; an appealing area where people can sit and walk around.’  With fewer parking spaces in the new structure, there will be less car traffic around the area as well.  Furthermore, two new towers will be built to offer approximately 20,000 m2 of additional office space.


As well as offering a wide range of services for tenants, including extensive meeting and conference facilities, dry cleaning and car wash services, the New Atrium will also have a large gym and a high-quality company restaurant for tenants and commercial restaurants for tenants and visitors.


G&S Vastgoed is highly committed to sustainability. As a founding partner of the Dutch Green Building Council (DGBC), G&S Vastgoed was one of the developers of the Dutch version of the BREEAM method, which measures the sustainability of new and existing properties. The New Atrium will be renovated in such a way that it will score high on the sustainability scale. According to Martine, ‘The measures to be taken will not only contribute to a healthier environment, but will also reduce energy costs for tenants of the New Atrium.’


Erik Moresco emphasizes that, from the outset, the project has benefited from strong collaboration with Klaas de Boer, director of Dienst Zuidas, and the municipality of Amsterdam. The municipality organized a meeting with neighbours of the Atrium and the project developers at an early stage, which has contributed to a good understanding between all parties involved.