Milk & Music: niu Dairy successfully opens in Haarlem


The ice-cream cones are hanging from the ceiling, the record sleeves on the wall – the niu Dairy is finished and, thanks to the swift realisation in collaboration with the HBB Group, received its first guests in the Dutch city of Haarlem on 1 May punctually. The niu Dairy, with 84 rooms, is NOVUM Hospitality’s third niu Hotel and the first niu outside Germany. As things stand at present, about 10 per cent of the 50 plus niu hotels are to be established in other countries – two of them in the Netherlands, as NOVUM Hospitality already plans to open the niu Fender in Amsterdam at the end of 2019.

The niu Dairy is situated in Zijlsingel – right in the middle of Haarlem, and thus less than 15 minutes from Amsterdam and only a few kilometres from the coast. However, the niu Dairy is not only a perfect starting point: the little town itself has a mediaeval character, with canals, cobbled streets and gabled houses and invites the visitor to stroll and linger. With its hip art and music scene, the town particularly appeals to the young, urban target group. And it’s precisely this group which the niu Dairy has in its sights: at the hotel, Generation Y and Z encounter a neighbourhood concept that makes staying there a unique experience. “The eager demand for the niu Dairy is overwhelming. We’re extremely happy about this keen interest and to have acquired such a lucrative location for our first niu Hotel outside Germany,” explains David Etmenan, the Chief Executive Officer & owner of NOVUM Hospitality.

niu Dairy: milk bar or Hotel?

The name “Dairy” was inspired by the agricultural production of milk products that used to take place on this piece of land. Mulderblauw Architects drew inspiration from this and so charming anecdotes are again found throughout the hotel. Milk bottles, bright blue cowhides, ice-cream cones – no matter where you look, the interior is more than out-of-the-box. Just like the art cooperation with Viva con Agua – because in each hotel, street artists who belong to the Millerntor Gallery initiated by the Water Organisation design the hallways in an urban look for a good cause. At the niu Dairy, the internationally active artist Bobbie Serrano let fly with his brush, so that joyful birds now decorate the walls. The intention behind his abstract “Birds” is to connect together the hallways, guests & the entire hotel.

In addition to the dairy story and the sustainable art, musical motifs such as record sleeves are also found here once more. A reference to today’s Haarlem – as the Patronaat concert hall, a hotspot for alternative pop music, is right next door. A quick drink at the niu Dairy before the concert? Why not! With its smart facilities, the open Living Lobby and delicious drinks & snacks, the niu hotel with its relaxed atmosphere is a popular venue for locals too.