WORDS Cheri Morris
Jacu Strauss, South African architect and creative director of Hotel Pulitzer Amsterdam, has been taking Europe by storm with his fresh take on interior design and architecture.
Jacu is the former senior designer at Tom Dixon’s Design Research Studio and creative director of Mondrian London and Barbecoa for Jamie Oliver. Jacu’s latest project – The Pulitzer Hotel in Amsterdam – took over three years to complete. The hotel is situated in Amsterdam’s renowned Negen Straatjes (Nine Streets) district over twenty-five historic canal houses that date back to the Golden Age in Dutch history. Each of the 230 rooms have been uniquely designed and boast an eclectic balance between historical Dutch charm and contemporary European spirit. We caught up with Jacu to find out what inspires him and how he transformed 400-year-old canal houses into one of the most stylish hotels in Amsterdam.
You’ve lived in many places since your immigration to London at 18. Do you have a favourite city in terms of its architectural aesthetics?
It may seem biased, but I love the diversity of architectural styles from the different time periods in London. London has been through some good and bad times and the architecture reflects that. From the remains from the Roman Empire, through to the Golden Age of the Victorian era and the brutalist ’60s, the city is rich in architectural heritage. There is also a very forward-thinking attitude to new architecture and this is evident in the architecture schools and practices here, as well as with what the city councils approve and encourage.
Do you have a transformative/defining moment in your career?
That moment came as soon as I took on a position at Tom Dixon’s interior design department. I had just graduated in 2008 when the recession hit the globe and finding the ideal architectural job was not easy, but it gave me an opportunity to branch out into other disciplines I was interested in and people I wanted to work with. Tom Dixon was top of my list and through the years our projects got bigger and bigger. It was great to have been part of that growth and to be able to be a part of all aspects of design (furniture, lighting, interior, architecture, styling) as well as to be part of the entire process from conception to completion.
The Pulitzer was a challenging design feat. What challenged you the most and how did you overcome it?
The biggest challenge with the Pulitzer was that we had a property that needed a refurbishment that no one had really done before. The complexity of working with 25 monumental Amsterdam canal houses meant that we had to give individual attention to each building, yet still be able to keep an eye on the overall project to ensure it all fitted together both practically and authentically. I spent a lot of time researching the property in order to make sense of how to approach the design. I had to stay in every one of the 230 rooms; all of them being different. It required a very hands-on approach and that meant that I lived in Amsterdam four days a week for three years.
Your research alone lasted a year and a half. How did you encompass the histories of the various former residents?
It was an interesting journey discovering the known histories of all the buildings – some as old as 400 years. Some historic residents include wealthy merchants, musicians, artists and a coppersmith. What was more fascinating was some of the mysteries and we played on that to add to the narrative of the building. This encourages a visitor to use their imagination and make up their own tale about who may have lived there at some stage.
The Pulitzer has a very unique garden space. Have you ever designed a garden space before? What did you enjoy about this aspect of the process?
I had to expand my knowledge and expertise in this project. I have never been involved with landscaping and garden design as much as this before, but that is the beauty of being able to learn new things. The garden was such an important part of the hotel that I wanted to make sure it fitted in well with the rest of the concept, yet still be its own beautiful thing. This particular garden space is like no other in Amsterdam and it needed to be executed well.
Which designers, if any, do you draw inspiration from?
I draw inspiration from many places, things and people. Not only designers but artists, craftsmen, collectors and anyone with a passion for what they do. At the moment I am particularly interested in the work by set designer Tony Duquette.
What’s next for you?
I hope to do more unique and unconventional hotel projects and that is what we are looking for right now. I would like to do another project in the States (I am a big fan of New York).
The Pulitzer Amsterdam is located at Prinsengracht 315 – 331, 1016 GZ Amsterdam. For more information, visit pulitzeramsterdam.com.