Sitting opposite the XITE Headquarters in Amsterdam Noord, the proposal for The Hammer is centred on being a breeding ground for musicians, acting as a site that can connect local talent with international artists. The proposal’s core is centred on being a creative hotspot containing venue spaces that can host intimate concerts or workshops, as well as a restaurant that can allow for more informal dialogue.

There is also a strong axis to the workspaces of the international music video platform of XITE on one side of the core, as well as a hotel on the other side that specialises in overnight capacity for visiting artists. These various functions of music production, working, dining, and sleeping, come together to formulate a new creative music-oriented hub in the developing Noord area.