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Due to officially open on 16 September, took a tour around the newly opened Droog hotel which boasts just one bedroom.

By Cassandra Pizzey / 06-09-2012

Housed at Staalstraat 7 in Amsterdam, Droog previously occupied the ground floor of the building which functioned as a shop-cum-museum for Droog products.

Now Hôtel Droog, a concept-store with a difference, is open to the public and aims to give shoppers more than just its outstanding Dutch design products. Walking through the shop we encounter all the well-known classics alongside the latest in the collection. According to Renny Ramakers, co-founder and director of the brand, people tend to spend a lot more time at Droog than they usually would perusing the Amsterdam shops.

This spurred the idea of a hotel, or more accurately put, a hospitality experience with a difference. The shop unfurls into a large exhibition space which currently houses an previously shown Droog Lab exhibition named Fantastical Investments. The space will function as showroom for various projects, talks, panel discussions and more – one of which will take place on 22 October in cooperation with Metahaven.

Onwards and upwards towards the Droog diner where guests can enjoy coffee and lunch amidst the brand’s latest designs – all for sale – and some vintage furniture. Berend Strik’s work A Stitch In Time (inspired by Rembrandt’s De Staalmeesters) adorns the back wall and brings ties history of the building with today’s modern design.

On the top floor is the one and only room of the hotel, more like an apartment, which can be rented or used as a conference room by guests. Decorated entirely in Droog style, the space is a combination of a typical Amsterdam interior and more sober Dutch design, immaculately finished down to every detail.

Furthermore, the hotel houses three retail concepts: Weltevree, Cosmania and Het Kabinet. With Weltevree’s showroom situated in Arnhem, here in Amsterdam customers will have a chance to see (and test) the products such hot tub and wood stove alongside smaller items by the brand. Cosmetic’s boutique Cosmania just up the stairs offers its first offline retail space packed with special international brands not otherwise found in the Netherlands. The same goes for Het Kabinet which offers exclusive fashion labels and upcoming talents, great modular shop fittings and designs on the wall. Each of the retailers have kept to the overall feel of Hôtel Droog, with fresh, stylish interiors and a welcoming atmosphere.  

Last but not least, the hotel has a garden. Beautifully designed by the French Claude Pasquer and Corinne Détroyat, the courtyard features a mix of real plants and functional fakes. Astroturf and a giant mushroom greet visitors here and add a little humor, very inkeeping with the Droog mentality.

What strikes you at Hôtel Droog is the lightness of it all. Formerly a GGD (Dutch Health Office) location, any signs of wear and tear have been eliminated to make way for a stylish yet inviting interior. Although it’s a shame not everyone will be able to stay at Hôtel Droog, with it’s offering of retailers, exhibitions and activity programme, it promises to be a great new cultural addition to Amsterdam’s inner city. 

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