Let’s go Dutch! To honor the heritage our next guest art directors, Metahaven from Amsterdam, (and to whet your appetite for the overall design aesthetic), we’ll be running profile videos of notable Dutch designers over the next few weeks. Last time it was a piece on the legendary Wim Crouwel. This week it’s a look at the fascinating experimental studio Drooglab. All videos are courtesy of Submarine Channel. And so is this bio of Droog:
In the beginning of the nineties, a group of young dutch designers was presented in Milaan under the name of DROOG. Their designs were immediately recognized as something new. Anti-glamour, sober yet funny, and all telling a story or commenting on society. For a while, DROOG design even became synonymous with dutch design. Founders of this collective are Gijs Bakker and Renny Ramakers.
Many of the early DROOG designs found their way to galleries and museums all over the world. They became icons, sometimes crossing the line between art and design. One of the very first to acquire them was the Museum of Modern Art in New York.
Since the beginning, Droog has evolved. It has become more of a think tank under the name of drooglab, which aims to detect global trends in design, and then reflect on those trends from a new perspective.