18\09\2012
Written by Jurriaan
Hôtel Droog
Droog has been around for a while, known for their wide selection of interesting design products that are sold in their Amsterdam flagship store as well as in stores of retail partners worldwide. Since this weekend the store has been officially expended with a beautiful cafe, a hotel room, a special cosmetics store and a designer clothing store. Together they make up Hôtel Droog.
When one enters Hôtel Droog at the Staalstraat, the first rooms to come across are those of the concept store, full of interesting lamps, kitchen supplies, fashion accessories, books and furniture, in a rather wide price range.
Behind the store lies an exhibition/project space, which has been open to visitors for a while already. One of the highlights has to be the amazing “Time is Life” carpet by Droog x Metahaven, which shows a transition of different patterns which is supposed to mimic patterns of thought and imagination during life: in the beginning it is a ‘tabula rasa’, a blank slate, which soon to be replaced by an abstract pattern of the early years. Later on patterns become more intricate and flowing, while eventually more and more ‘gaps’ in white will start to appear as the mind gradually ages. A beautiful translation!
From the project space one can enter the garden, which is a playful fantasy garden comprised of real plants (though fake grass) and metal objects such as raindrops and large mushrooms.
On the first floor the beautiful Droog lunchcafe is ready to welcome you with very tasty food (try the smoked salmon on bread and the super moist carrot cake as a dessert!), while you are surrounded by various items from the concept store, such as Hella Jongerius’ vases and the ‘dip dye’ Dusk and Dawn mirror by Minale-Maeda (which I wish was in my budget..). Only downside: clearly none of the staff have any experience in the food service industry. They are friendly but seem a little dreamy and slow.
Behind the restaurant lies the light and minimalist space that hosts Ferry van der Nat’s designer clothing store Kabinet. Having before been situated in a small store in the Jordaan, this bright room seems like a breath of fresh air. Van der Nat carries some of our favourite brands such as Dutch talents Francisco van Benthem, Anne de Grijff and Avelon; as well as other international brands as Isabel Marant and Costume National. Kabinet is also known for their great hand-picked designer vintage.
Another shop-in-shop concept: next to Kabinet is the cosmetics store Cosmania. Formerly known as ‘just’ an online store, the owners felt it was time for a more physical presence. Their store, or ‘lab’ as they call it, carries an interesting selection of beauty and skincare products imported from far and wide, and most brands are not sold anywhere else in The Netherlands. Highlights include: (Malin + Goetz) and Steamcream, the latter of which is archieving a cult status in the world of beautyproducts. Visitors are more than welcome to try before they buy.
Although initially Hôtel Droog was meant to have several hotelrooms, there is only one in the final design. It resides on the top floor and consists of a bathroom, bedroom and kitchen. Unfortunately no photos of that! Want to see everything for yourself? Visit Hôtel Droog at Staalstraat 7B, Amsterdam.