Hotel Droog, Amsterdam

September 18th, 2012 by retail design blog

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.

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