The Amsterdam-based conceptual design company Droog opened the third Droog store worldwide at 76 Greene Street in SoHo New York. The store features a collection of edition pieces, dozens of smaller items and will play host to various creative exhibitions. <

In line with the spirit of Droog, the 5,000-square-foot, two-story warehouse interior sets itself apart from SoHo’s high-design district.<

Droog partnered with Dutch designers Studio Makkink & Bey to conceptualize an interior that breaks the codes of store design. The studio took a store of which all parts could be taken home and pushed the brief one step further by blending objects, store fittings and architecture.<

about Droog
Founded in 1993 by art critic and historian Renny Ramakers and designer Gijs Bakker as an anti-statement, Droog is a no-nonsense, down-to-earth design mentality that opposes the high style and form-based world of design. In contrast, it proposed a conceptual approach captured by the Dutch word ‘Droog,’ meaning ‘dry’ or ‘wry’. Droog collaborates with designers and commissioners from around the world to produce presentations and events out of which the Droog collection develops. Droog has its flagship store ‘droog at home’ in Amsterdam and a second store in Tokyo, each having a different concept and its own local content.