A New Dutch Settlement

The House of Blue is the main attraction at Droog’s new 5,000-square-foot store in New York. You might find yourself wondering what exactly it is—even after a visit to the space. The ever-morphing display can be purchased in part or as a whole, but it’s also a loose model for interior elements that can be customized (the shape, form, and material are variable) by potential buyers. All sound a bit foreign? “We’re not from here, so, like pioneers, we’re allowed to do things that are culturally incorrect,” says Jurgen Bey, a Droog designer and the cofounder of Studio Makkink & Bey. “We’ll just constantly reinvent ourselves.”