The Freddy

EVENT SPACE:
He is one of the Netherlands’ most famous entrepreneurs: Freddy Heineken (Amsterdam, 1923 – Noordwijk, 2002). His beer conquered the world and for many years he was the wealthiest man in the Netherlands. At the same time, he maintained friendships with Princess Beatrix and King Willem-Alexander. People who have worked with him praise his intuition and his marketing nous in particular. After Freddy survived his kidnapping by a gang including arch criminal Willem Holleeder, he became immortal in the public imagination.

The distinctive black cube on the Johan Huizingalaan (next to the A4 and A10 ringway) was originally built as IBM’s headquarters. The adjacent hall served as a typewriter factory. After IBM left its premises, several developers prepared large-scale area development with offices as its main focus. The plan was to build an “extension of the Zuidas” (major business district along the ringway A10) in this spot.

Founders Guus, Ricardo and Bas decided to take action. The office building, with her excesses – large floors, accessibility, and robustness – afforded an opportunity to do things differently. Today, it is the lively center of B. where innovative entrepreneurs meet. ‘B.1’ houses 350 pioneering companies, rooftop restaurant Bureau, a rooftop park, coffee lounges, a cinema and gym.