Restaurant Fifteen approached us to organise a party, intended to introduce a new target group to the location. So together with a group of friends we came up with the concept ‘Secret Service Society’.
The dress code was obvious and consequently all the guests looked stunning. And to top it off, we also let a few models walk around with real guns (rented after the consent of the senior police officer of Amsterdam, and to be picked up in Rotterdam). For the promotion campaign we invited all the DJ’s and members of the organisation to a professional photo-shoot, where everybody was styled according to a character that fitted the theme. Business cards with a personal themed photo served as an invitation for guests within our own networks, which meant that we were able to attract a select group to the location. It turned out to be a blast, just as Fifteen intended!

The dull autumn and winter months are ideal for a party that starts on a Saturday afternoon. So why party until the sun comes up and be all messed up the following Sunday, when it can be so much different? That’s why the doors to Daycare open at 2:00 p.m and close around midnight; start your party early in the day is the new trend. The perception that partying during the day is out of the question is no longer valid.

The secret behind the success of Daycare is that the afternoons are perfect to catch up with friends and to play games, with the evening following naturally: the starting sign for all the guests to go wild. At Daycare it’s all about atmosphere and interaction. Next to a strong line-up, there is plenty to do, to experience, to taste and to eat. There is live painting and there are air castles and games. You can have delicious food and snacks and they prepare the best cocktails. In short, there’s plenty of entertainment to fill the Saturday afternoon and evening.

The so-called TUIG! party’s were invented as a reaction to the somewhat serious Amsterdam underground. The productions of TUIG! were quite broad with art, humour and an underlying theme. The contrast between the qualitative line-up and a dress code made the parties extremely popular. With well-attended editions in Studio K, MS. Stubnits, Flexbar, Boom Chicago and multiple other locations, this party concept was a big success.

This party was meant as a cheeky reference to the Fashion Week and we organised the event together with our friends from Ex Pornstar in Club Air. It was the so-called ‘Official Un-official Opening Party of the Amsterdam Fashion Week’, and we wanted to make fun of the entire fashion industry.

The dress code of the party was ‘ExtraordinaryHair’ and every attendee that did not follow this dress code was able to get a hair cut right on the spot by the hairdressers of Rob Peetoom. Furthermore, there were very trendy fashion shows, where we brought the backstage area to the front. The ambiance was hilarious and since images say more than words; check out the photos.

The idea for this soccer party was actually pretty simple (and somewhat selfish to be quite frank). We just wanted to have a venue, with good equipment, which complied with the following demands: A large screen and good sound, enough space to sit with a large group of friends and last but not least, fast beer and ‘bitterballen’- service.

We knew that the Escape had a giant screen of 5 x 8 and also the location of the venue was perfect. This was to be very first indoor soccer stadium that would come back to life every two years around the European Soccer Championships and the World Soccer Championships; made possible by official sponsor Bavaria. The first time the event was organised was during the European Soccer Championships in 2006, the year that the legendary coach Rinus Michels passed away. As a tribute we decided to name the indoor stadium after this great man.

Every first Saturday of the month, USSR Media, Models at Work and Savage Productions organised a party in the Jimmy Woo that was only open to guests from a (paid) guest list. To try something new, we turned the entire place upside down: On the top floor we took out all the furniture and on the ground floor we added stages and couches. Additionally, we adjusted the music. On the top floor we played a combination of styles and on the ground floor there were DJ’s who played loud house music; amongst them were Dimitri, Eddy de Clerq and Frederik Abas. This, in combination with the acts of Models at Work, made it a sizzling night that everyone wanted to attend. Beside the club night, we also organised three XL editions in the, at the time recently opened, WesterUnie: the Winterfest, the Springfest and the Closing Party of the Amsterdam Fashion Week (in association with Hadimassa).

Together with our friends at USSR Media we organised a weekly club night. This night took place in Escape deLux, the location where we were the first organisers of the event. Because we didn’t want the guests to arrive through the entrance on the Rembrandtplein, we decided to use the emergency exit. And so, every week, a long line of guests was assembled on the small piece of pavement at the back of the club. The guests had to enter the club through the emergency exit, after which they had to find their way passed the garbage bins of the club and climb a large staircase. They would then enter the club area, where Mr. Rosso and his guest DJ’s treated the attendees to a combination of hits and house; something that was quite innovative for that time. It made Amstel70 a huge success for two years.