The July

A Modernist Landmark Reimagined

Ook bekend als

De Boelelaan 2

Restoring an Icon

Originally designed by Alexander Bodon in 1965 and completed, with several modifications, in 1967 as the Esso Motor Hotel, the building became a recognizable landmark along Amsterdam's A10 ring road. Positioned between the Amstelpark and the Zuidas district, it embodied the optimism and clarity of post-war modernist architecture. An extension by Wim ter Braak in 1992 marked the building's next chapter, while subsequent changes in ownership and use gradually diminished its original identity and use of the building.

LocatieBoelelaan 2, Amsterdam

TypeTransformatie

ProgrammaHotel

StatusIn ontwikkeling

KlantThe July

Returning to Bodon's Vision

Our proposal seeks to transform the building into a contemporary signature apartment hotel while re-establishing the architectural qualities that defined Bodon's original design. Inspired by the simplicity, openness, and elegance of the 1960s composition, the renovation carefully studies the building's evolution over time and selectively restores its essential character.

Reconnecting the Ground Floor

A key intervention is the reopening of the ground floor, restoring the transparency and permeability that were central to the original concept. By reconnecting the east and west sides of the site, the building once again engages with the surrounding water, landscape, and Amstelpark. The renewed ground floor becomes an inviting public space, a living room for the neighbourhood that welcomes both hotel guests and local visitors.

A Refined Façade

The façade renovation balances historical continuity with contemporary comfort. Layers of paint accumulated over the decades will be removed, revealing the original concrete colour and material expression. Window proportions are carefully refined, introducing larger operable windows that improve daylight, ventilation, and guest experience. Selected rooms gain private balconies and terraces, while darkened window frames reinforce the composition by creating a crisp contrast, reflecting the modernist architectural language of the period.

Contemporary Living

The interior layout is thoughtfully reorganised to accommodate a diverse range of apartment hotel typologies. Inspired by the materials, colours, and detailing of 1960s interiors, the design combines contemporary comfort with a subtle reference to the building's original atmosphere.

A New Roofscape

The existing roof is enhanced through a minimal and elegant architectural intervention. A carefully integrated façade treatment defines the new roofline while preserving the building's overall silhouette. The extension may accommodate a limited number of double-height suites, adding value without compromising the clarity of the original composition.

A Sustainable Transformation

Rather than replacing the existing building, the project builds upon its inherent architectural qualities. Through careful restoration, selective additions, and sustainable upgrading, the renovation extends the building's lifespan while significantly improving its environmental performance. The result is a renewed landmark that reconnects with its surroundings, celebrates its modernist heritage, and offers a vibrant future for both the building and its neighbourhood.