From diamond cutting factory to stylish multifunctional building.
"The class, space, and originality of this beautiful Art Nouveau building Immediately caught my Immediately . I wanted to accentuate this style through colors, shapes, and patterns. The residences common areas have been given a powerful and natural look."
The Diamond Factory
The Asscher Building, a former diamond cutting factory in the Pijp district, had been vacant for some time. Broersma was commissioned to redevelop this iconic building, which dates from 1907 and is built in the characteristic Art Nouveau style. The specialists at Broersma Wonen Werken advised project developer Zuider Vastgoed on its transformation into a contemporary complex. We named it: De Diamantfabriek (The Diamond Factory).
Stylish living and working experience
It is difficult to imagine that the world's largest diamond was once cut in this new living and working space. All rooms have been redesigned and refurbished under the guidance of Broersma. To achieve this, we worked closely with renowned interior designer Diana van de Boomen. The result is a stylish living and working environment that meets the demands of modern life.
In-house marketing
Together with our in-house marketing team, we brought the unique story behind this special building to life. We developed a customized marketing plan, using the building's industrial past to brand it. This included evocative artist impressions, a matching corporate identity, stylish photography, and a dedicated website and magazine. A number of apartments were furnished as show homes, and we organized an event.
Close cooperation, optimal results
All apartments were Sold quickly. A good example of a redevelopment project in which all parties worked closely together to achieve the best possible result.
