Rewire moves into new headquarters in the former stables of the Amstel Brewery

Amsterdam, 17 April 2025. AI consultancy Rewire today opened its new headquarters in the former stables of the historic Amstel Brewery, marking a new chapter for the fast-growing company. Known for attracting top STEM talent and helping organizations such as KPN, Nike, ASML, and ABN AMRO embed AI into their strategy, processes, and culture, Rewire continues to expand its presence in the Dutch capital.

The new office, located on Amsterdam’s Mauritskade, spans 2,500 m² and combines historic character with a modern, open working environment. Where horses once stood in 1912, Rewire’s teams are now building AI solutions for the future.

Designing for people
The building’s design blends natural light, open spaces, and biophilic elements to support wellbeing, focus, and collaboration. “We didn’t start with the interior, but with the question: how can a building truly work for people?” said Roderick Snellenberg, Partner at Rewire. “The result reflects Rewire’s DNA: human-centered and innovative.”

AI as an organizational challenge
According to CEO Wouter Huygen, organizations are moving beyond pilots and experiments. “The time of isolated dashboards is over. Companies no longer want AI as an experiment, but as an integral part of how they work - not just in technology, but also in behavior, processes, and decision-making.”

Rewire believes AI only creates real value when it is widely adopted across the business. This requires leadership, structure, and hands-on support, exactly the space where the consultancy operates.

A new model for consultancy
Unlike traditional firms that focus solely on strategy or execution, Rewire does both: developing strategies, guiding transformations, and building AI solutions in close collaboration with client teams. Its GAIN Academy also trains employees - from technical specialists to senior executives - to ensure AI knowledge and skills become embedded within organizations.

The new office mirrors this approach, serving as a place to connect people and ideas. “We’re an innovative, growing company,” said Huygen. “Choosing to renovate a historic site like this was bold, but it fits us much better than an anonymous tower in the Zuidas.”

AI momentum in the Netherlands
AI adoption is accelerating across Dutch business, not only for efficiency but also as a way to drive strategic agility. Yet Rewire emphasizes that lasting impact requires more than technology alone. “AI success comes from leadership and organizational change as much as from the models themselves,” Huygen added.

With its new headquarters, Rewire is positioning itself at the heart of that transformation.