In the past few years, forerunners in the niche hospitality business have been tripping over each other in their attempts to create the next “un-hotel.” Their goal has been to take the mind-numbing sameness of resorts and big hotels, and the litany of empty and unbroken service promises, out of hotel stays by creating unusual overnight accommodation and unexpected twists.
Many are geared toward the in-the-know frequent traveller who appreciates design, art and pop culture. Themed rooms, completely personalized hotel stays, unexpected common areas, unusual pairings of boutiques, restaurants, art and rooms have all resulted from this un-hotel wave.
Two weeks ago, people who love all things Droog gained their own example of this. They now have yet another reason to fly to Amsterdam as they now can stay the night – if they are extremely lucky - at Hôtel Droog’s singular guest room.
Hôtel Droog is the Droog brand’s first foray into the hospitality business, if that’s what this emporium of fashionably cool shops should be called. It is perhaps more like a funky little department store and less like a hotel.
Drawn in by the mid-century modernist Scandinavian undertow, guests of Hôtel Droog are in for much more than overnight accommodation. The hotel part of Hôtel Droog is more of a clever afterthought than the main attraction as it consists of only one suite, located on the topmost floor of the 17th century building, the former home of the city’s textile guild.
In addition to the guest suite, the 700 square meter (753 sq.ft) space that is Hôtel Droog includes, in an all-white casings, a Droog store offering the staples by the Droog designers, a fashion store K A B I N E T created by Amsterdam-based Ferry van der Nat, a Cosmania cosmetics boutique and also a product display area for Weltevree.
Resting from their spending spree, guests without the privilege of a suite upstairs can rest in the dining room or in the fantastic garden created by Claude Pasquer and Corrine Detroyat, the darlings of the Chaumont Garden Festival. We bet the Hôtel Droog concept has staying power and we envision additional suites, possibly in the nearby buildings. - Tuija Seipell