Astoria (Amsterdam)

Brief information

Astoria looks like an expressive Art Nouveau building, but the original reason for its appearance was quite businesslike: in 1904–1905 it was built as the headquarters of the insurance bank Eerste Hollandsche Levensverzekerings. For Amsterdam, this was an early office building, and its business function is not hidden but brought outward: the bank’s initials are raised to the very top, and the symbol of insurance is placed on the facade mosaic.

The building stands at the intersection of the Keizersgracht and Leliegracht canals, so it is best read as an urban corner accent rather than as an ordinary facade along the water. Later, Astoria was expanded, with the architect using the same style. Because of this, what matters is not only the date of construction, but also the question of where the original Art Nouveau passes into a later continuation of the same architectural language.

What to notice first

It is worth comparing the top of the building with the facade on the Keizersgracht side. The copper roof tiles, small tower, and decorative railings with the gold letters “EHLB” function like a sign without an ordinary sign: the bank identified itself not with a plaque at the entrance, but with the silhouette of the roof. The guardian angel on the mosaic continues the same idea, because it was the symbol of the insurance bank and explains why the decorative detail here is connected with the building’s purpose.

The six floors and height of 37 meters help explain why Astoria was called one of the first office buildings in the Netherlands: it is not a mansion adapted for offices, but a purpose-built business volume. Another detail for comparison is the 1968–1969 expansion in the same style. It shows that Art Nouveau here became not only a style of the beginning of the century, but also a model to which the new part was later carefully adapted.