The Diamond Factory
The Asscher building, a former diamond-cutting factory in the De Pijp neighbourhood, had stood vacant for ages. Broersma was brought in to help redevelop this iconic 1907 Art Nouveau building. Our Broersma Wonen and Werken specialists helped guide project developer Zuider Vastgoed as they transformed the space into a contemporary complex that we dubbed: The Diamond Factory.
Working and living in style
It is hard to imagine that in this new working and living area the largest diamond in the world was once cut. All rooms have been rearranged and finished, under advice from Broersma. For this, we worked closely together with the renowned interior architect Diana van de Boomen. The result is a stylish working and living experience that meets the needs of modern life.
'The class, space, and originality of this beautiful Art Nouveau building struck me immediately. I wanted to use colours, shapes, and patterns to accentuate its existing style. The apartments and common areas have been given a strong, natural look.'
We worked with our in-house marketing team to bring the unique story behind this extraordinary building to life. We developed a custom marketing plan, using the industrial past to brand the building, with imaginative artist’s renderings, a house style to match, stylish photography, and a dedicated website and magazine. Several apartments were furnished as model homes, and we hosted an on-site event.
Close collaboration, the best results
The apartments sold quickly, making this a prime example of a redevelopment project where successful collaboration produced outstanding results.