De Kromhouthal is a monumental 1920s factory hall situated along the IJ river in Amsterdam-Noord. With its industrial features, impressive steel construction and abundance of daylight, it offers a distinctive foundation for events of any size. Thanks to its experienced in-house team, trusted technical partners and in-house catering brand, every event is handled with meticulous care.
The main challenge for this event was combining scale with intimacy. With a floor area of 5,000 m², the venue offered plenty of space but using that space wisely was key to creating the right experience. Dedicated zones were set up for plenary sessions, workshops and a VIP reception.
A striking element was the use of industrial IBC tanks, normally used for water storage.
“These tanks added a surprisingly stylish and functional touch to the layout. Especially when lit with colour, they became a true part of the experience,” says Yvonne.
The indoor balcony was also used to its full potential, offering an exclusive VIP setting. The wide setup of the hall, large stage, multiple LED walls and a darkened roof ensured that visual content was showcased to its fullest potential, while still maintaining an intimate atmosphere.
“We always think in terms of possibilities. Every detail contributes to the visitor experience, from lighting to walkways,” Yvonne explains.
For an event like Google Think, catering plays a bigger role than ever in the overall experience. The catering team at De Kromhouthal developed a fully custom concept, with playful nods to the Google brand. For example, the bar was transformed into a life-sized search engine where guests could ‘Google’ their drinks.
“Catering became an extension of the event,” says Danique.
“We focused on delivering a memorable presentation. Healthy breaks and bites were served with flair and creativity. Even the closing reception was a feast for the eyes—live cooking, smoke effects and plenty of good vibes. Everything was fresh, local, sustainable and future proof.”
An interactive activation was even linked to Google’s newest app, allowing guests to scan a product using AI and win a cocktail.
“Those kinds of details make all the difference. We love creating concepts that stimulate, surprise and perfectly align with the brand,” Danique adds.
Preparation time was short, just two months. Thanks to the close collaboration between Google, event partner We Are Era, and the De Kromhouthal team, everything came together at high speed.
“We’re used to working pragmatically, especially under time pressure. No hurdle is too high, we put our heads together and make it happen,” says Yvonne.
“We stayed in close contact even from the ski slopes.”
That flexible mindset is typical of De Kromhouthal. The team thinks proactively from the very first moment, is creative with the space and knows exactly how to combine technology, styling and catering into one powerful whole.
“We’re more than just an event venue; we’re a full-service partner. Clients can rely on us for all the facilities needed to run a successful event. We take full responsibility for the final result, and we do everything we can to make the process worry-free.”
Google’s choice for De Kromhouthal was no coincidence. Located in a vibrant and creative neighbourhood, this is the ideal spot for brands seeking a distinctive venue.
“From layout to catering, everything had to align with their brand identity. And we were happy to think along from day one,” says Yvonne.
What truly sets this venue apart is how everything comes together: the creative possibilities, the dedication of the team, the network of trusted partners, and the ability to surprise. It’s no wonder many clients return regularly.
“We’ve been organizing events for over 12 years and continue to challenge ourselves. Whether it’s a conference, festival, or product launch, we make sure every event truly comes to life,” Yvonne concludes.
