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Droog started in 1993, as a statement on design, a no-nonsense, down to earth design mentality opposed to the high style and form based world of design. In contrast, Droog proposed a highly conceptual approach, one captured by the Dutch word ‘droog’ meaning ‘dry’ or ‘wry’. This mentality has defined Droog as a conceptual design company over the last 16 years, and to a large extent, has defined Dutch design internationally.
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