Droog Reinvents Shopping for Furniture

This article originally appeared on PSFK.com.

Droog, Amsterdam's stable of rebel designers, open a new store in NYC today. PSFK stopped by last night for a preview of the new shop on Greene Street in Soho. The two story space has the Droog shop on the ground floor and a curated exhibition space in the basement. The shop contains a collection of new and iconic product and furniture pieces from Droog designers and artists.

The store interior was planned by Dutch designer Jurgen Bey who also contributed the feature item for sale. Known as the 'house of blue', Jurgen and his studio created a sectional blue house inside the store. The house serves as a backdrop for Droog products and a decor experience visitors can walk through. Instead of being a static interior, all the parts of the house can be detached and bought separately as if they were pieces of furniture. The staircase for example can be seen as a whole or as a construction of several tables that can be bought as loose objects. Jurgen hopes that the house will be dismantled and spread all over New York. Once all the pieces are sold, a new interior will be set up.

This is a particularly interesting idea that breaks with convention and is well, very Droog. Traditionally in stores, there is a line between items for sale and store fixtures which aren't for sale. Droog has blurred that line allowing customers to purchase both items on display and the displays themselves. Read more about Droog and see additional photos from their store at PSFK.com.

To read more articles by Dave, please visit PSFK.com.