Zwaan, Roadmap to Noord


Swan, Roadmap to North.


Completed March 29th 2014

Amsterdam-Noord has a turbulent history, from rise and flourishing to decay and resurrection. Thanks to the city district Amsterdam Noord these last years, this part of Amsterdam has been able to turn its socio-economic backwardness into a pull-position for the rest of the city. In short, we can without a doubt say that Amsterdam-Noord is a vital and fundamental part of Amsterdam in the 21st century and the new place-to-be.


The eye-catcher of Noord is the A’DAM Tower, formerly Overhoeks Tower, next to the Eye-building. Starting summer of 2014 the Tower will be renovated and will get a new, mostly public, function. But until then, it serves as a building for creative entrepreneurs and mega-advertising column for culture-loving Amsterdam.

Since March 26th 2014, around the municipal elections of 2014, a monumental work of art ‘Zwaan, Roadmap to Noord’ adorns the Northeast facade of the A’DAM Tower in the form of a banner of 52 x 25 m. The original painting, oil on canvas 2,27 x 4,80 m, with the Swan, coat of arms of Nieuwendam, is created by artist Rombout Oomen and inpired by the work of Jan Asselijn, De bedreigde zwaanwhich can be seen in the Rijksmuseum. On March 2014 29th the painting has been revealed by Rob Post, former chairman Stadsdeel Noord, and donated to Stadsdeel Noord.The original work of art, an oil on canvas painting 2,27 x 4,80 m, has been donated to city district Amsterdam-Noord in the person of former president Rob Post on March 29th 2014.


P1000204Project ‘Zwaan, Roadmap to Noord’ is sponsored by: Amsterdams Fonds voor de Kunst, Stadsdeel Noord, Projectbureau Noordwaarts, Stichting NDSM-werf, M2 Printing, familie Redeker, Biesterbos, Shipdock, Flyerman, Rhebergen RMY, IJ-kantine, EYE Film Instituut Nederland, Hotel de Goudfazant, Noorderlicht, Tolhuistuin, Noorderparkkamer, Vereniging de Toekomst NDSM, Stichting Kinetisch Noord, Superette en Pantheon drukkers.

Zwaan_TorenOverhoeksAt the same time a bibliophile book edition ‘Zwaan, Roadmap to Noord’ is published by Nova Lux Publishers Amsterdam ISBN 978-90-821988-0-5 and designed by Marjolein Stappers in an edition of 300 copies with essays of Bas Kok, Anne Marie Hoogland  and Noortje de Leij on the history of Amsterdam-Noord and the role of the swan in the art of painting. To order this book, please send an email to

miniatuur tassen zwaan After the removal of the banner (1300 m²) off the tower (sept 2014), the banner is made into artbags. You can buy your own unique bag at Hamers op Maat/Zwaan. You also can buy your own choice of m² of this artwork, please email:

A’DAM Toren Project ‘Zwaan, Roadmap to Noord’ has been realised in cooperation with Fleur Lamers.