concrete

What concrete does

concrete is an Amsterdam-based architecture, interior design, and brand identity studio founded in 1997, with approximately 119 employees and a project portfolio spanning Europe, North America, and Asia. The firm serves enterprise clients across hospitality (citizenM, W Hotels, KLM, Andaz, Virgin Voyages, Zoku, INK, Roomers, Postillion), residential development (Urby, Liberties House, The West Residence Club, Amice), retail (Steve Madden, Shoeby, RED), food and beverage (Neni Amsterdam, Restaurant 212, Renilde, Oh.lala..., Test Kitchen, Izakaya Munich), real estate/urban development (Manifattura Tabacchi masterplan, REM Eiland, Mongkok Skypark, Moos), and healthcare (Jeroen Pit Huis, De Lairesse Pharmacy). Service delivery is organized around three integrated pillars — Architecture, Interior, and Identity — which the firm positions under a 'new typologies' philosophy that emphasizes creating novel spatial and experiential formats over conventional design approaches.

The studio operates a project-based professional services model, with revenue generated from per-project fees for architecture, interior design, and brand identity engagements. The go-to-market is sales-led and relationship-driven: projects are acquired through direct client engagement, referrals, and the firm's portfolio reputation rather than through paid marketing or channel partners. Geographic reach is achieved through delivery from the Amsterdam headquarters to international sites rather than through a network of branch offices. Pricing is not publicly disclosed. The firm's primary client relationships are recurring and multi-property in nature (e.g., citizenM across three cities, W Hotels across three continents, Zoku across three cities, Urby across four locations), which functions as a quasi-retention mechanism within a non-subscription revenue model.

Underlying technology is human design expertise supported by standard architectural and visualization tooling; no proprietary technology platform, software products, or AI/ML capabilities are documented in the available data. Marketing is conducted primarily through the concreteamsterdam.nl portfolio website, which serves as the principal top-of-funnel surface. Ownership, legal entity structure, financial performance, and leadership team composition are not disclosed in the source material.

Name

concrete

Website

https://concreteamsterdam.nl

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Amsterdam-based architecture, interior design, and brand identity studio serving enterprise clients across hospitality, residential, retail, and F&B sectors. The ~119-employee firm delivers integrated design services to brands including citizenM, W Hotels, Virgin Voyages, and KLM across Europe, North America, and Asia.

Ownership category

akta.pro rank

Product category

Architecture and Interior Design Services

NAICS

Architectural Services (54131), Architectural Services (541310)

akta.pro primary industry

Architectural Design Services (BPAHAKAA)

Keywords

• Architecture design services
• Interior design services
• Brand identity design
• Hospitality design studio
• Residential architecture

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Architecture Services: Project-based fees for architectural design services across hospitality, residential, and commercial sectors.
2. Interior Design Services: Interior design services delivered as part of integrated architecture and design projects.
3. Identity Design Services: Brand identity design services for hotels, restaurants, and commercial spaces.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Concrete is an Amsterdam-based design studio that provides architecture, interior design, and brand identity services for hospitality, residential, and commercial clients worldwide. The studio delivers integrated building design, master planning, spatial interiors, and visual identity work as bespoke professional services engagements for enterprise clients such as hotel chains, residential developers, retailers, and lifestyle brands.

Product overview

Concrete is an architecture, interior design, and identity firm based in Amsterdam. The company operates as a unified studio offering three integrated service lines—Architecture, Interior, and Identity—that work collaboratively across hospitality, residential, and commercial sectors. Their portfolio includes hotel projects (KLM Crown Lounge, INK Hotel, Hotel W, Andaz Hotel), residential developments (Zoku apartments, Urby projects, Liberties House), F&B venues (Neni Amsterdam, Restaurant 212, Test Kitchen), and retail spaces (Shoeby, Steve Madden).

Differentiator

Problem solved

Functional benefit

Brands

• concrete: Architecture, interior, and identity design services

Products and services

• Architecture
• Interior
• Identity

Named customers34 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Snøhetta: Snøhetta is an internationally recognized architecture, interior, and brand design practice with hospitality and cultural work. Comparable to concrete's integrated three-pillar model and global hospitality portfolio.
• Rockwell Group: Rockwell Group is a New York-based architecture and design firm with deep hospitality, restaurant, and entertainment work. Comparable to concrete in offering integrated architecture, interior, and brand services for lifestyle-driven clients.
• Baranowitz + Kronenberg: Baranowitz + Kronenberg is a design studio specializing in hotel interiors and bespoke hospitality projects. Directly comparable to concrete's boutique-hotel design focus and integrated architecture/interior approach.
• Studioilse: Studioilse is a London-based design practice working across interiors, products, and brand identity with a hospitality and lifestyle focus. Comparable to concrete in scale, philosophy-driven approach, and cross-discipline service model.
• AvroKO: AvroKO is a hospitality-focused design studio with architecture, interior, and brand identity capabilities, working with major hotel and restaurant groups. Highly comparable to concrete's integrated studio model and hospitality-centric portfolio.
• Yabu Pushelberg: Yabu Pushelberg is an internationally recognized design firm specializing in luxury hospitality interiors and brand identity. Directly comparable to concrete's work for citizenM, W Hotels, and lifestyle brands.

Broad incumbents

• MVRDV: MVRDV is a major Dutch architecture firm working across commercial, cultural, and mixed-use projects globally. Comparable to concrete as a Netherlands-based architecture practice, though operating at significantly larger scale across broader building typologies.
• UNStudio: UNStudio is an Amsterdam-based architecture and design network with global projects in commercial, cultural, and residential sectors. Comparable to concrete as a Dutch-headquartered design firm, though larger and more diversified.
• BIG (Bjarke Ingels Group): BIG is a globally recognized architecture and design practice working across hospitality, residential, and cultural typologies. Comparable to concrete in cross-disciplinary design approach, though at much larger scale and broader typology coverage.
• Gensler: Gensler is the world's largest design and architecture firm with global hospitality, retail, and commercial practices. Comparable to concrete's hospitality and commercial work, though operating at vastly larger scale with broader service portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/concreteamsterdam

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about concrete