A reversed hotel concept

At the historical centre of Amsterdam, you will find a hospitality experience like no other. Hôtel Droog is a place where you can come for a drink, a bite to eat, exclusive shopping, exhibitions, beauty advice, a stroll in the garden, a lecture series, or even a bed for the night.


The leading design label DROOG wanted to offer a permanent experience with projects and products, which goes beyond a showroom and gift shop. By approaching visitors as guests a new way of hospitality arose around the label. Not only the selling of products, but a total experience, 24/7.



The concept of a hotel was reversed. Whereas a hotel is usually mostly about sleeping, Hôtel Droog enlarged and emphasized all the aspects that many hotels also offer and made them central to the hotel experience. And it even has a room to sleep in. You can stroll in for a drink, a bite to eat, exclusive shopping, exhibitions, beauty advice, experiencing a lecture or a walk in the fairy tale garden.

droog borden

Hôtel Droog signage concept

SILO worked together with DROOG creating a brand strategy for the hotel, and developed an appropriate visual identity and signage system. The concept of a ‘hotel’ was decomposed, questioned and recomposed again, with simple means. SILO drew a connection with American motel signing. Bright lights, color and excess of typical forms characterize these signs along the highways.

Droog toolkit

Hôtel Droog identity toolbox


Within the identity, these style elements were recomposed and stripped of all color into a contemporary, dry graphic interpretation, appropriate to the DROOG brand.

Hôtel Droog layer system

hotel droog

Hôtel Droog shop


Hôtel Droog invitation


With the new hotel, DROOG is on a distinctive course putting Amsterdam on the global map as a design hot-spot.


Hôtel Droog fairytale garden

Hôtel Droog gallery

Hôtel Droog gallery



  • Client
    DROOG Amsterdam
  • Year
  • Fotografie
    Thijs Wolzak
  • Awards
    Silver - European Design Awards 2013 / ADC Netherlands Lamp 2013

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