From October onwards, Droog will offer the chance to catch some shuteye after perusing its wares. Amsterdam’s original Staalstraat store has undergone a major renovation to become Hotel Droog – but there’s only one room available in which to sleep.
The rest of the project – which is designed to bring a new cultural hub into the city centre – is open from today, and involves splitting the various elements of a hotel into a holistic hospitality experience. Those different elements include the ‘dressing room’ (which is actually a shop for fashion label Het Kabinet) and a home for multi-brand cosmetic sellers Cosmania that could also be called the ‘beauty room.’ Weltevree – whose product range includes outdoor tubs and stoves – also has a concept store here.
Visitors can also stroll through an exhibition space (Fantastical Investments, which displays Droog Lab’s research on consumption habits in Russia, is currently on show) or grab a bite to eat in the café upstairs. A mini oasis lies at the building’s heart. French designers Claude Pasquer and Corinne Détroyat have created a garden that combines organic and manmade elements; growing plants merge with wire-mesh ‘flowers’ in a play on fantasy versus reality.