simply droog
Droog is a collection of the detritus of our culture, reassambled, rearranged and repurposed. ...The core belief of Droog Design seemed to be that design was not a question of making more objects, using more materials, or even inventing new ideas or solutions to the problems we encounter in our daily lives, but one of finding more ways to experience, explore and expand the possibilities of existing objects, images, spaces and ideas...Droog is a kind of design tribe.
Droog does not believe that design means the whittling down of the 'solution' or object so that it is the most minimal response to the 'problem'.
On the other side of the coin, Droog also does not believe in the hook, the soundbite or the brand.
Thirdly, Droog does not present itself as a coherent actor, orgnization or group.
They are addressing the three central questions of our day-the reduction of our reality to a scrim draped over codes, sustainability and identity-through a strategy of experimentation, deformation and recombination.
Technology is miniaturizing the actual working of most objects beyond our ability to sense them...The pseudo-sciences of ergonomics, human factors and market research, as well as the real science of efficient manufacturing and dense packaging, have at the same time made things more and more homogenous.
Quite simply, Droog makes things that ain't what they appear to be.
-Aaron Betsky(Director of the Netherlands Architecture Institute, Rotterdam, critic and teacher.)
