Vroeg Droog: the early years of Droog Design

The Centraal Museum presents fifty top pieces by Droog Design. The collective was founded in 1994 by Renny Ramakers and Gijs Bakker. The designs from the early years are innovative, accessible and full of twists and humor. Droog added a new look-and-feel to the Calvinist less-is-more mentality of Dutch design. It introduced unorthodox materials and gave existing objects a different function. Just before the establishment of Droog Design, Ramakers and Bakker presented work by, among others, Jurgen Bey and Hella Jongerius in Paradiso Amsterdam and at the most important design exhibition in the world; the Salone del Mobile in Milan. These pieces attracted global attention and put Dutch design on the international map. These early designs are at the heart of the exhibition Vroeg Droog: the early years of Droog Design.

Soon after its establishment Droog Design was associated with the term Dutch Design although they also worked with non-Dutch designers. It soon became apparent that Dutch Design meant something else than literally ‘Dutch design’. The concept grew into a kind of quality label: if it is Dutch Design, then it is good design. The two concepts are often used indiscriminately. In the exhibition Vroeg Droog, the relationship between Droog and Dutch Design is explored thoroughly. After all, what does the concept really mean?

Exhibition ‘Vroeg Droog: the early years of Droog Design’
Centraal Museum, Utrecht
22 September until 3 December 2017
www.centraalmuseum.nl

 Photos: Centraal Museum Utrecht – Hans Wilschut and Ernst Moritz