Last summer I started to clear some things out, mostly to make my craft space more workable but ultimately I just had too much stuff. In the process I donated the last computers we owned with floppy disk drives, not before I pulled all the files off stacks of floppy disks. Only now am I taking the time to look through what all I had saved on this disks. Among these wonderful moments from my past was this report / essay on droog from undergrad. I have updated this for posting, rather I decided it shows how far, or more likely how little, my writing style has grown in ten plus years.
Who is Droog?
In 1993 Gijs Bakker and Renny Ramakers, two Dutch designers, started a company named Droog. Today the Dutch collective has grown in numbers and has pieces for sale in fashionable New York shops and on the Internet. The Dutch word Droog means dry, however the design being produced is not. Even as each member has there own style and choice of materials, as a group they reinterpret simple designs by using either different materials or giving them new functions. Where as their products are not highly technical, they do not involve computers to function, many rely on new technology in reference to materials. This is part of the reason that their designs don’t always make it to production. A fellow designer said of the group, that they use “uncommon materials blended with traditional forms, and in juxtaposing these with new technologies.” There designs have some very forward-looking elements, they use new materials, the Internet to sell their products, they took part in rebuilding a city and there designs are following the bad design trend.
This idea of high fashion being non-functional, often ugly design comes from the mass market of attractive designs in stores like the Pottery Barn and Ikea. This has pushed people in search of original designs to buy products that are the opposite. These are people who are looking for products that make statements, “bad taste is becoming high fashion.” These products they are buys are about looks, and are not always functional. Droog is a company that has been taking advantage of this trend. One member, Hella Jongerius, has a product entitled Soft Vases that can be seen in Channel Ads. The vases are made of flexible material and comes in a rainbow of colors. She has also been asked to work with Donna Karen on a upscale line of products for the home. Not everyone is buying into this idea. The Droog designed Milk Bottle Lamp, does not provide enough light to light a room, as many expect. The piece was designed to work on the European power system, and thus only puts out a low light. The designer says it is only intended to be used for mood lighting. This has not kept the lamp from selling, it can be found for sale on the Internet and at Moss in SoHo.

www.droog.com/store/lighting/milk-bottle-lamp/
This is only one example, other products such as the Green Jar is another mood light. This light designed by Marcel Wanders costs forty-four dollars and is a large Dutch pickle jar half filled with pasta and a small lamp in the lid. The lamp has a slight green hue and can be special ordered in other colors.
These products may seem to be interesting but with out much use to the everyday man, Droog however is a globally conscientious group, not just about interesting objects. When the Dutch government invested money in to bringing tourism and culture to a depressed area in East Germany (a location where a Dutch castle was located) Marcel Wanders with the help of other Droog designers set to work. They designed products for the town to produce and sell from area materials. They designed the packaging, a disposable wooded bowls (no available plastic resources) and orange peelers (the area has a high orange tree population). This was all a free service to the people of the town and is known as the “Couleur Locale”.
Elements of Droog’s work also show that they have looked to the past for some of there inspiration, even the bad taste movement can been seen as a resurgence of the past. It has been compared to the 1960’s when after the order and mass markets of the 1950’s there was a flood of furry furniture and plastic everything. However this was not Droog’s goal, so as they may have looked at this trend they were not actively trying to copy it. The influence of the past can be seen in greater detail in some individual pieces, for example Hella Jongerius’s Soft Sink, reflects Surrealism and Duchamp at the same time. The sink is made of the same flexible polyurethane as her Soft Vases. It was designed for small bathrooms so that they could be pushed out of the way. A sink costs $886, and Jongerius has one in her own home to make sure that they last (she has had hers for over two years with out any problems).

http://www.architonic.com/
The Milk Bottles Lamp is a different look at the past. The designer has taken an object that was formerly a functional item, a milk bottle, and due to technology is no longer in use. The bottle has been replaced by the non-breakable plastic milk jug and paper carton which both are not as elegant as the former bottle. He was able to take the bottle and make it a marketable object. The shape is being reused to make a very elegant lamp, which is also nostalgic and a commentary on the ugliness of our present everyday objects.
Some other products by the group, like the Milk Bottle Lamp, appear to be studies in the elegance of the materials used. Two such designs are the Table Chair and 85 Lamps both can be bought online. The Table Chair designed by Richard Hutten, and falls in the non-functional category, due to the fact that it is not a comfortable seat. The wood of the set is clearly more important than the comfort, because it is allowed to be seen, not covered by a dark paint or varnish. The cost for the combination piece is $1,500. 85 Lampson the other hand is a functional piece, but as one homeowner found out, it was hard to find anyone to install it. The electrician and the contractor which were hired to hang this lamp in a new home where afraid that it was too breakable and refuse to install the piece. The light is $2550 and is made up of 85 light bulbs; this is taking a typical object and by repletion making it elegant. We can see the elegance of the object that we over look in our everyday. The homeowner eventually had to return the light, not everyone has these problems, and Droog does sell many of their products worldwide.

www.droog.com
Droog has made an impact on the design of today, there are several books out which tell of there style and talk of what they have done for design. Even with so many almost negative reports in magazines and papers as far as the non-functionality of the products and the ugliness, Droog is unbothered and continues to design by there own definitions of style.
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