Droog was founded in 1993, when art historian Renny Ramakers and designer Gijs Bakker presented the works from a group of young Dutch designers at the Salone del Mobile in Milan under the name ‘Droog’. Since then, they have started events and projects around the world. In 2012, Hotel Droog was founded in Amsterdam, "more a labyrinth than just a simple building": its spaces, set up with iconic products and novelties, are open to visitors and reflect the brand's strong design sensibility.