Renny Ramakers co-founded Droog in 1993 to present a no-nonsense, down-to-earth design mentality that opposes the high style and form-based world of design. The practice proposed a conceptual approach to design captured by the Dutch word ‘Droog,’ meaning ‘dry’ or ‘wry’. Droog collaborates with designers and commissioners from around the world to produce objects and installations, and has locations in Amsterdam, Tokyo and New York. Droog New York is a gallery focused on exhibiting edition pieces and studio work by Droog designers. The space breaks with traditional gallery design by presenting a complete interior installation that has been made for purchase, with the idea that architecture and fittings are commodities. Creating an architectural installation with a multitude of layers gives the space a complete life of its own. The second floor of the gallery serves as an exhibition platform for Droog design as well as a visual thinking lab for ideas and creativity related to design, architecture and contemporary art.