Lloyd Hotel has a new owner

From 14 February 2018 Lloyd Hotel has a new owner. Rocco Veenboer acquired the hotel from the founders Gerrit Groen, Suzanne Oxenaar (artistic director) and Otto Nan (business director). Earlier, in 2016, Veenboer acquired the building from Housing Corporation De Key. Now he also owns the hotel.

From the opening in 2004, Lloyd Hotel & Cultural Embassy is an international trendsetter in the hotel and cultural sector. It is the first 1- to 5-star hotel in the world and an icon of Dutch Design. “It has been a fabulous adventure to transform this extraordinary monumental building into Lloyd Hotel & Cultural Embassy”, say Oxenaar and Nan. “We are proud of the hotel, which has become a true home for Amsterdammers and international guests. The plan for a hotel with a Cultural Embassy succeeded; in cooperation with artists and cultural organisations a cultural hub has been added to the Netherlands that is  never-asleep. We are very pleased that Rocco appreciates the current concept so we can confide the hotel to him.”

Veenboer is known as the founder of house & techno-event Awakenings, which attracts 150.000 visitors yearly. Rocco has a personal connection to the building: in the early 80s his uncle Jan Veenboer was director of the youth prison, which was established here until 1989. “At the time when my uncle was director, a discussion was started since he and a number of politicians thought the building unsuited as a prison.”, says Veenboer. “Suzanne and Otto gave the national heritage site the function it deserves”.

With (interior) architects, Veenboer wants to develop a spectacular art deco design for the restaurant and terrace. Attention will be given to the rooms too.
Veenboer: “I am hugely thankful that this dream is coming true. I look forward to running the hotel with Piet Boogert, experienced general manager. This is the begin of a new phase in a building already rich with history”.


Initiators of Lloyd Hotel & Cultural Embassy are Otto Nan,  Suzanne Oxenaar, Liesbeth Mijnlief and Gerrit Groen.

In the mid nineties, a debate was going on in the cultural scene about the international position of Amsterdam. The main thought was that more energy should be put into regaining a prominent position in the international arts field.

At the same time, the city council started to develop ambitious plans to rejuvenate the Eastern Docklands area, which had lost its harbour function and was used mainly by squatters who improvised housing and workspace in the large warehouses.

Oxenaar and Nan combined these 2 current events into a plan for a 1-to-5 star hotel, with a strong emphasis on cultural visitors. Hence a Cultural Embassy, which would normally represent Dutch culture abroad. Lloyd Hotel’s Cultural Embassy represents Dutch culture in Amsterdam, and organises the exchange with the cultures of the guests from all over the world.

It took the initiators 8 years to form a team, attract investors and organise the building works. A combination of private investors and a housing corporation provided the financial solidity that was needed to make the plan succeed.


Henk de Lugt Award for General Manager Piet Boogert (November 2017)
Dutch Design award for Best Client (October 2012)
Time Out magazine award for Best Hotel (October 2010)
Benno Premsela prize awarded to Suzanne Oxenaar (November 2009)
Vredeman de Vriesprijs (November 2006)
Talent du Luxe (November 2006)
Amsterdam Prize awarded to Claudy Jongstra (January 2006)