Dutch design brand Droog's latest venture is rather confusingly named. Hôtel Droog comprises just one guest apartment, the rest of its 700sqm being kitted out like a mini department store, with an array of boutiques, a restaurant and a gallery.
‘It 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,’ says Droog cofounder Renny Ramakers. The roof in question is that of a 17th century former textile guild in the centre of Amsterdam.
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 epitomises the brand’s raison d’être over the past twenty years.
The first floor meanwhile maximises the building's large windows with an uncluttered and airy dining space called ‘Room Service by Droog’. Focusing on healthy, seasonal, homemade fare, the eatery features a reinterpretation of a Rembrandt painting by Dutch painter Berend Strik that once hung there, and overlooks the enchanting fairytale garden, designed by French landscape artists Claude Pasquer and Corinne Détroyat.
There is also a beauty haven, named ‘Cosmania’, which stocks an assortment of international cosmetic brands from Wallpaper* favourite Elemental Herbology to UK-based Cowshed, and a ‘Kabinet' fashion space, where a carefully curated selection of avant-garde labels such as Maison Martin Margiela can be found.
Retail cravings can further be sated at ‘Design at Droog Store’, stocking the brand's own products, and at the ‘Weltevree’ outlet, offering items for outdoor living. Meanwhile, the ground floor comprises an exhibition space that also hosts workshops.
Set to be a cultural hub within Amsterdam, Hôtel Droog is another example of the pioneering and collaborative spirit that has defined the Dutch brand since its inception in 1993.