The Heineken Hoek has marked one of Leidseplein’s liveliest corners for over a century. Hospitality was already present here in the 19th century, and around 1908 the building took shape as a café-restaurant. In the 1920s, a light sign by De Gruyter appearedm an early example of modern city advertising.
Heineken joined in 1937, and by the 1950s the name Heineken Hoek had become well known, with two glowing beer glasses on the roof as a familiar landmark. After decades of use, debate arose about the aging building. In 2019, following court cases up to the Supreme Court, demolition was approved. The neon signs were preserved, and in 2021 the structure was replaced by The Diamond Amsterdam, designed by Roberto Meyer (MVSA) and developed by Won Yip. The Heineken Hoek name returned with the new café, keeping alive a spot long tied to Amsterdam’s nightlife and energy.
Sources. Story: ['Source Story: Heineken Hoek Leidseplein – Stadsarchief Amsterdam', 'Source Story: Bouwgeschiedenis en verbouwing 1907–1908 – Monumentenregister', 'Source Story: Neonreclame en stedelijk erfgoed – Amsterdam Museum', 'Source Story: Sloop en nieuwbouw The Diamond Amsterdam – Architectenweb / MVSA', 'Source Story: Won Yip en horecaontwikkeling Leidseplein – Het Parool 2021'] Photos: Source photo: Door Kleon3 - Eigen werk, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=78854257; Door Atelier Jacob Merkelbach (1877-1942) - http://beeldbank.amsterdam.nl/afbeelding/B00000002722, Publiek domein, https://commons.wikimedia.org/w/index.php?curid=63457818
