Hotel shop: Droog sets up sleepover at Merci

To celebrate the 20th anniversary of Droog, the brand installed elements of Hôtel Droog in the store, including a sleeping space that is in keeping with the studio’s signature design vision – a mix of playfulness and storytelling. Props included giant branded suitcases that referenced the travelling element of the project.

‘Merci and Droog are destination stores,’ says Droog co-founder and director Renny Ramakers. ‘I think it’s fantastic to be able to transform the space and play with the codes and the products, like the ‘in and out’ suitcase.’ For more inspirational hotel and retail ideas, read our Travel & Hospitality Futures report.