The 24th edition of Amsterdam Dance Event (ADE) has come to end. From 16 to 20 October 2019, ADE offered over 1,000 events spread across 200 locations, attracting over 400,000 visitors from a record number of 146 countries which makes it the biggest festival of The Netherlands.

SQuare contributed to ADE by providing our services to some of our dedicated – and new – clients throughout the city.  

Club AMF Presents Dharma World: an ADE Showcase

Dharma Worldwide, record label of the American artist KSHMR, has launched its first ever label night in cooperation with Amsterdam Music Festival (AMF) at ADE this year, titled ‘Dharma World’. This event was held in the Postillion Hotel & Convention Centre in Amsterdam. The showcase included performances from artists from the Dharma roster including DJ Mag Top 100 noted artists such as KSHMR himself.

In cooperation with our partner ALDA, we designed, produced and built the stage decoras well as extra decoration around the event such as a merchandise point of sales, lounge areas and an interactive GIF booth to increase the interaction between Dharma and their audience.

KSHMR during his own label night Club AMF presents Dharma Worldwide

Monstercat Pop Up and VIP-Event

In anticipation to their label night in city center-based venue Melkweg, Canadian record label Monstercat organized a day-time pop-event in the shared space of Melkweg and Stadsschouwburg Amsterdam: Studio 1.

During this pop-up there were exclusive merchandise for sale, virtual reality experiences, a demo drop, A&R sessions, corporate meetings and artist meet and greets throughout the day. While the label night was in full effect at Melkweg, the pop-up in Studio 1 was turned into a VIP-room for all of Monstercat’s crew, artists and invited guests.

SQuare was commissioned by Monstercat for the creative direction, project management and total production of both pop-up and VIP events including the change overs in between. This resulted in a crowded pop-up with the merchandise sold out early and a high-end VIP event including custom hand-crafted Monstercat cocktails.

The Monstercat Pop-Up in Melkweg, Amsterdam

Subliminal Records light box

For Armada and New York based tech imprint Subliminal Records by Erick Morillo, we designed and produced a light box specially for their event in Café in the City where Erick did an all-night DJ set along with special guests who joined him for back-to-back performances throughout the night.


Amsterdam Dance Event

Amsterdam Dance Event (ADE) is both a music conference and festival and is widely recognized as the global meeting point for the creative industry around electronic music. ADE consists of a daytime conference & festival and nighttime festival program, with a total of more than 1000 events in nearly 200locations. Which basically means that the city of Amsterdam breathes electronic music for five days and nights.


Curious about how we can service you at ADE 2020? Don’t hesitate and drop us a line or fill in our brand-new enquiry form!


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