The Droog, an Amsterdam-based hotel, gives us a perfect example of a good concept store. It was designed as a platform for the students of the Industrial School of Design of Eindhoven.
From the beginning The Droog was focused on having interior design products, but gradually they increased their offer by creating Droog Hotel, a boutique-hotel of 700 square meters in an old seventeenth century textile area. A multifunctional space that contains: a clothing and furniture shop, an art gallery, a coffee room, a cosmetics shop and a single hotel room for customers who want to spend the night while enjoying the panoramic city view.
They totally changed the concept of a hotel. While a hotel is usually focused on sleeping services, here they expand and emphasize all aspects that other hotels also offer, and gave them a central role in the experience, which also includes a place to sleep, “says Renny Ramakers , co-founder and director of Droog”. The building has all the activities of the design firm, from curating to product design, exhibitions and conferences.
Visitors can go to Cosmania, a boutique that offers an international selection of cosmetics hardly detectable in other parts of the country. They can also go to Kabinet, a space for fashion where you can find clothes from brands like Isabel Marant, National Costume, Opening Ceremony, Walter Van Beirendonck, Maison Martin Margiela and Hussein Chalayan. They will also find a collection of selected fragrances, jewellery and accessories for men and women. Another alternative is Weltevree concept store, a brand that makes products for outdoor living.
Of course, the hotel also offers a place to buy Droog products. The lower floor hosts an exhibition space which is currently the research conducted by Droog Lab on consumption habits in Russia, but also will host workshops and public lectures.
In short, a total customer experience driven by Droog.