"We’d bet money that the team behind the SIR brand of hotels were big into imaginary friends as children. How else do you explain their propensity to design boutique hotels with fully formed human personalities? In this case, Sir Adam happens to be a music impresario. After a few too many years of the nomadic rock-star lifestyle, he’s looking to settle down — and he wants to invite some of his hippest friends to stay with him at his new place in Amsterdam." - Mark Fedeli