On September 16th, 2012, Dutch design firm Droog will open the Hôtel Droog in Amsterdam. As far as real estate goes, Droog has given priority to amenities that most hotels consider secondary, including  a Droog store, gallery, dining room, and Fairy Tale Garden. In fact, they've dedicated so much space to the above, there's only one hotel room in the 700 square metre remodeled 17th century building.

Renny Ramakers, co-founder and director of Droog, spoke on the unorthodox allotment. “The concept of a hotel has been reversed. Whereas a hotel is usually mostly about sleeping, here we have enlarged and emphasized all the aspects that many hotels also offer and made them central to the hotel experience— and it even has a room to sleep in. Hotel Droog brings all of our activities under one roof— from curation to product design, exhibitions and lectures— and invites people to plug in as they choose.”

It's nice to see hoteliers keeping it interesting (AirHotel, Panic Room, Ice Hotel, A Room For London) even if the end product can barely be called a hotel.