Droog Townhouse by Atelier Bow-Wow Client: Ymere Amsterdam
Luxury of the North Theme: sustainability Location: Pond Inlet, Canada
World Class Client: Ketel One London July 13th – 16th
In partnership with University of Alberta, the second Droog Lab project, Luxury of the North was kicked-off with a brainstorm with consulting experts Ole Bouman and Ed van Hinte. In the face of modernity, the North is losing its remoteness. Global warming is opening up international trade routes, the unique yet changing ecosystem brings scientists, tourists and protectionists, and prospects of natural resources bring the excavators. As humans are showing they can even colonize the North, the world is losing an ‘out there,’ a part of nature that seems stronger than us. Intrigued by how extreme conditions shape people’s daily lives and mindsets, the Lab suspects there are lessons on ‘how to sustain’ to be discovered there. Project team includes Cynthia Hathaway, Winy Maas (MVRDV, The Why Factory), Christien Meindertsma (Flocks), Pirjo Haikola (The Why Factory) and Stuart Sproule (Red Flag Design). Consulting experts are Ole Bouman (Netherlands Architecture Institute) and Ed van Hinte. The local partner is Tim Antoniuk (University of Alberta). The outcome of the project will be presented in 2011.
Amsterdam housing association Ymere commissioned Droog for its first house. Designed by Tokyo-based Atelier Bow-Wow, an understated façade conceals an extraordinary interior furnished with Droog products. Imagined for a single, a contemporary family or as a VIP guesthouse, the one–o–a–kind layout is essentially a seamless flow of spaces, each with its own functionality merging with With the goal of global expansion, circulation space. Private rooms such as the master Dutch vodka company Ketel and optional guest bed, the bath, One approached Droog for a the balcony and a sound–proof translation of the brand value into a concept to guide branded refuse are amply separated by shared space, creating a unique products and experiences. combination of contact and Droog developed a core independence, spaciousness concept founded on the rich and intimacy. Eminent Droog family heritage of the company, while making the link to a modern products will animate an unassuming interior of light consumer, who could partake in wooden floors and white walls. the notion of a club and spread The house will feature the classic the message in a viral way. Rag chair and Milk bottle lamp by Tejo Remy and the Heat wave Our first manifestation was a radiator by Joris Laarman. pop–up venue for Ketel One The 180 square meter interior bartenders, ambassadors along with aspects of its layout and drinkers at World Class, can be customized. a competition amongst the world’s top bartenders in “In Amsterdam townhouse London. The design integrated typology that is narrow and the rich heritage of Ketel One vertical, it is unavoidable for the within a modern context, creating opportunity for intimate staircase to dictate a layout that is clearly divided into floors and gatherings in what turned out to be a very lively and well-received rooms. We break this by proposing a house without a staircase— event. One of the highlights was the family room, a place in which instead the whole house becomes inhabitable steps. bartenders learned about the Each step performs as the place rich heritage, as personally told for Droog furniture and living.” by the 11th generation owner. —Atelier Bow-Wow Artefacts dating back as far as the 1600’s were brought in from the distillery and the bartenders received a special edition Ketel House porcelain cup, made by Jan Broekstra. 25