As enthusiastic observers of all things that hail from Brazil, we were rather excited to hear that a new furniture company from one of our favourite countries was making its debut at Salone this year. Unveiled this week, TOG is the brainchild of Brazilian footwear company Grendene SA, whose portfolio includes Ipanema and Melissa, and whose expertise lies in plastic manufacturing.
TOG stands for 'All Designers Together,' a name that also serves as a motto and mission statement for a brand that was born with the goal to create an extensive collaborative network between designers, customers and manufacturers.
The large debut collection gathers an impressive list of international designers that range from Nicola Rapetti, head of TOG's design, research and development, to Industrial Facility duo Sam Hecht and Kim Colin. Philippe Starck's contribution to the range is the most far-reaching, with eleven collections that span from colourful plastic models, such as the 'Alfie Funghi' tables, to the exquisite 'San Jon', a foldable chair in aluminium and natural leather.
The mood of the new range is playful, and some pieces even lead double lives. French designer Ambroise Maggiar's 'Vodo Masko', an unasuming stool, conceals a voodoo face underneath. Dai Sugasawa's 'Os Hen' is a sculptural bench in the shape of an oversized bone.
At the core of the TOG concept is the union of manufacturing excellence, technology and individualism. The latter is achieved in-store or with an app that allows customers to add customised features by a selection of artists and designers during the production process.
Starck's contribution to the range is the most far-reaching with eleven collections. Pictured: 'Light Rock' chairs, by Philippe Starck
'San Jon' folding chair, by Philippe Starck
'Ema Sao' chair, by Philippe Starck
The mood of the range is playful, featuring pieces like Dai Sugasewa's 'Os Hen' - a sculptural bench in the shape of a giant bone
'Polo Treto' benches, by Nicola Rapetti
'Santa Prince' sofa, by Jonathan Bui Quang Da
'Square' chairs, by Sebastian Bergne
From the 'Tubo' collection by Sam Hecht and Kim Colin
Ambroise Maggiar's 'Vodo Masko' stools conceal voodoo masks beneath their seats
'Anton Ho' chair, by Philippe Starck
'Apolo Chapo' collection, by Ambroise Maggiar
'Diki Lessi' chairs, by Philippe Starck
'Jono Pek' chair, by Philippe Starck
ADDRESS
TOG Flagship Store
Piazza Gae Aulenti,
Torre B Ground Floor,
20154 Milano
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