I went to the Droog Design lecture on Thursday- like getting a guided tour through the history of their company(based in Amsterdam) and many examples of their coolest projects. He really emphasized the conceptual aspects of design whether its product design, architecture, etc. My favorite was a building that had been a pretty trashed brothel, was in a terrible area of the city (of Amsterdam?? not sure) and was going to be renovated as a hotel, albeit an extremely cheap one. A group of designers were chosen and each was given a separate room to work on. The results were truly inspired: instead of a gym, they printed (in the lobby and the steps up to the rooms) the amount of calories expended on going up each stair and one of the rooms was outfitted with a bullet-proof sleeping bag (this is a PERFECT idea for some hotels like the Pallister in downtown Detroit). Rather than trying to hide the fact that this was in a bad part of town and very cheap, they made the most of it. Another great concept was the “Go Slow” restaurant (done in Germany I think) where the concept was basically the anti-fast food place. Again, the results were awesome: they brought in a bunch of senior citizen to crochet the menu on a board, the teabags were each embroidered, and all service was done at a snails pace. There were other features in the architecture and design of the room- but you’d have to see the pictures. They do have a book out of their projects which is either called Droog Design or something close to that. What was most impressive to me was the intense focus on taking a concept and really working with its essence to come up with creative solutions that were very functional, interesting, funny and also looked good. If anyone has their book, please let me know- I’d like to look at it.