Heading to Amsterdam in a couple of days, my design radar is on extremely high alert. This is dreamland for a design lover such as myself. Since I am essentially not selfish and like to share, I will start by a must see in that city: Hotel Droog
Photo © Merci for the Droog 20th anniversary in Paris
Hotel Droog is a rather confusing name as it is more of a concept space rather than a place to stay. The place comprises of only one guest apartment located on the top floor of the building.
Hôtel Droog's guest apartment, which comprises a living area and kitchen, takes over the top floor of the three-storey building, and not only makes the most of the rooftop views, but also includes a furniture collection that illustrates the brand’s raison d’être over the past twenty years.
The rest of the building compiles shops, a restaurant, a gallery and a state of the art magical courtyard.
The concept of a hotel has been reversed. Whereas a hotel is usually mostly about sleeping, here we have enlarged and emphasized all the aspects that many hotels also offer and made them central to the hotel experience—and it even has a room to sleep in,” says Renny Ramakers, co-founder and director of Droog. “Hôtel Droog brings all of our activities under one roof—from curation to product design, exhibitions and lectures—and invites people to plug in as they choose.”
The first floor is home to the restaurant called Room Service By Droog . It is spacious, full of light and overlooks the fairytale garden designed by French designers Claude Pasquer and Corinne Détroyat. The courtyard has been transformed into a shelter for biodiversity, where natural and artificial elements intermingle. All elements are functional, attracting, feeding, watering, and providing respite for birds, butterflies, insects, flowers, edible plants and humans alike. You feel like Alice in Wonderland.
Shopping Droog products can be done at the The Droog Store. It is an open atmosphere where you can interact with the Droog experience. Featuring small and affordable products along with limited edition pieces, each piece has been designed to enhance daily life and has its own story to tell. The store also sells the ‘Friends of Droog’ curated collection, products from other labels that match the Droog aesthetic and concept.
The Serre by Studio Droog is an extension of Hotel Droog's garden. It is a newly installed public space within the Hotel that gently pulls the elements of outside inside.
On the ground floor, you will find an exhibition space that will fill you with Amsterdam culture. Atelier Bow-Wow created an intricate inner courtyard facade inspired by Amsterdam’s historic architecture and an ode to the local window vernacular. Courtyard gives you the experience of being outside, with birds flying over and a great view of canal houses. The huge windows provide a light and spatial feeling which perfectly suits company presentations, press launches, inspirational meetings or an indoor picnic. The room has three large TV screens that can be used to promote a brand or show a film.
If you want to continue the visit, you can stop by the beauty store as well as the fashion store.
Photos © Droog
See you in Amsterdam