Hotel Droog, a new place of hospitality in Amsterdam by design studio Droog, challenges the notions of a hotel. Within its hospitable walls are housed myriad programs that aim to entertain, engage and elaborate on the experience of visitors to Amsterdam where the hotel is located. The programs vary from restaurants to retail store, exhibitions, beauty parlors, a garden, lecture halls and of course, hotel rooms. Hotel Droog is a 700 square meter cornucopia for tourists in the heart of a 17th century building and aspiring to become its new cultural home.
“The concept of a hotel has been reversed,” says Droog. While a hotel is typically designed as a rest stop for weary travelers, the Hotel Droog provides activities for a variety of personalities all under one roof, allowing people to choose their own experience of the city, aimed at a feeling of inclusivity in the hotel’s curated events. The hotel has spaces divided by program, highlighting a guest’s choice experience. Much more than a hotel, the building provides a cultural experience.
The Gallery is an exhibition space that has specially curated programs by Droog or invited curators within a 160 square meter space. Design, art, fashion and other developments in the creative industry are showcased. The Gallery aims to engage guests with workshops and discussions that breach the topics of curated exhibitions.
The Fairy Tale Garden, designed by French Designers Claude Pasquer and Corinne Détroyat, includes a courtyard that has been transformed into a haven of biodiversity. The garden has a variety of plant and animal life that have developed an ecosystem within the garden. The garden is described as a mixture of serenity and joy, mixing natural and artificial elements.
The restaurant and retail experience of Hotel Droog is refined to present the aesthetics of the hotel as it would like its guests to appear. Room Service is a room that overlooks the garden that is a restaurant for “fresh, homemade and delicious” foods. The ingredients are seasonal and come from local suppliers. The Room Service Room is also an area for mingling with fellow guests and can be used as a lecture or performance space that caters to discussions. The Droog Store, Cosmania, Kabinet and Weltevree are brands and stores that provide curated goods to hotel guests. From designer clothing to international cosmetic brands and home furnishings the collections presents the aesthetic and concept of the design firm and the hotel.
The final piece is The One and Only Bedroom, located on the top floor is a central space that accommodate the only conventional part of this hotel. It includes a bedroom, living area and kitchen for guests that choose to stay the night. So what is Hotel Droog? It is a one stop cultural hub that can be many things to different guests, it can be the place where a trip starts, or where it stays.