Formerly known as Boat & Co and Twenty Eight in Amsterdam, these two concept hotels have united to create The July brand, which has also set its sights on ambitious expansion plans across London, Dublin, and Lisbon. With a fresh vision and commitment to redefining hospitality, The July brand promises to bring the same level of elegance and sophistication that guests have come to adore in Amsterdam to new corners of the world. Having featured Boat & Co in 2021, let us mark The July brand launch and complete a full house with a quick look at their other existing property.
In the heart of Amsterdam’s Stadium neighbourhood, The July – Twenty Eight is an apartment-hotel inspired by the 1928 Olympic Games, designed by the acclaimed Kollhoff Architects and with interiors from Martin Brudnizki Design Studio; an authentic bolthole that captures the essence of Amsterdam’s changing landscape and offers a blend of short and long-term stays.
A home away from home, whether you’re exploring the Dutch capital for 24 hours or settling in for a month or more, The July – Twenty Eight seamlessly caters to travellers’ particular needs. Offering a unique home experience, characterised by a human touch and flexibility that invites you to quickly get to grips with the city, guests will discover the convenience and flexibility of apartment living, coupled with the comfort, quality, and impeccable service of a hotel.
The July ethos centres around low-key luxury with an extra touch of sparkle; think massages in the comfort of your apartment, unwinding in their sauna, or sharing local wine with newfound friends in the lobby. Personal welcome notes, complimentary bikes, and recipe books in apartments are just some of the thoughtful touches that ensure guest stays have a homely essence. Additional amenities include laundry, grocery, flower, and childcare services. The apart-hotel’s communal spaces include a wellness centre, co-working lobby space, 24/7 honesty bar, and a bustling brasserie where one can relish a spread of Dutch cheeses, freshly baked artisan bread, seasonal fruit, organic yogurt, and health-boosting juices.
Apartments at The July – Twenty Eight envelope guests in a warm, soft, and welcoming colour palette that is inspired by the local identity of Amsterdam. Designed by Martin Brudnizki Design Studio, the rooms pay tribute to the city’s heritage, with headboards mirroring the silhouettes of typical canal houses, bathrooms boast Delft blue tiles, and playful Dutch ‘orange’ accents can be found throughout; each detail, from soothing pale blue living-room walls to walnut fluted open-plan kitchens, exuding sophistication and style.
With a commitment to connect with the local community, the hotel is a short stroll from the eclectic eateries and shops of Beethovenstraat; a neighbourhood that offers world-famous museums, beautiful parks, local markets, and picture-perfect houses. Discover emerging local artists at Madé van Krimpen gallery, or take a short bike ride to Vondelpark and the boutiques of Nine Streets. If you don’t want to leave your apartment, guests can cook up a delightful dinner with fresh produce from Zuidermrkt, an intimate co-op-style market that instantly makes you feel like a local.
Not simply a place to stay, rather an invitation to experience Amsterdam as a local, where every moment is designed for your comfort and pleasure, at The July – Twenty Eight, it’s ‘your stay, your way.’