Dutch design brand Droog has opened a new hotel in the centre of Amsterdam. Hotel Droog – more of a retail concept than a hotel – houses only one guest bedroom, along with a café, various boutiques, a garden and a gallery.
“The concept of a hotel has been reversed,” says Renny Ramakers, co-founder and director of Droog. “Whereas a hotel is usually mostly about sleeping, here we have enlarged and emphasised 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.”
Housed in a renovated 17th-century building, the three-floor complex contains Droog furniture store alongside shopping outlets from a selection of other Dutch lifestyle brands, namely cosmetics emporium Cosmania, fashion retailer Kabinet and outdoor design label Weltevree. A gallery will feature exhibitions curated by Droog, and a dining room will serve seasonal dishes. At the centre of the property is a fairy-tale like garden, created by French designers Claude Pasquer and Corinne Détroyat. The top floor is taken over by a guest apartment featuring a living area, kitchen and bedroom.
For more on how aspects of play can be used to engage, entertain and educate consumers, see The Power of Play Industry Trend. For further information on how brands are engaging with local communities, read Hotels as Hyper-Local Cultural Hubs.