New Luxuries: Droog in Russia

A new exhibition in Russia by Dutch design collective Droog hopes to challenge and reconsider current ideas on luxury.

Droog’s All in One carpet is “reconfigurable” to fit any room size

While the term “luxury” is often associated with precious and ostentatious materials and timely handicraft, Droog believe that an object’s functionality and meaning should also be considered when valuing an object.

Entitled “New Luxuries,” the exhibition will present a number of products, made by Droog – including the All in One, reconfigurable carpet as pictured above and below – that are less boastful in the materials and production methods they utilize, yet “exclusive” all the same.

“The works in ‘New Luxuries’ cherish the leftovers of our everyday world as well as the rich heritage of the past. The products do not need to boast extravagant materials because they have something else to offer: a twist, a wink, something unexpected that breaks routine and makes them engaging,” explains Droog director, Renny Ramakers.

“In Moscow many people like to show off with luxury goods. In this exhibition we want to show that luxurious goods do not have to be about precious materials, elaborate handcraft and exclusive labels. They can also be made of the most ordinary materials with simple means. Our exhibition reveals the luxuries of imagination and pleasure.”

To better understand the changing mindset of luxury consumers in the digital age, look to our recent report, Experiential Luxury. – Samantha Fox

New Luxuries will run from November 12 until January 12, 2014, at the Moscow Manege. Find out more via Droog.

Hotel Droog

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