Tog, the innovative design brand founded to create a virtuous system of collaboration in which designers, clients, artisans and artists share the same design values, opens its first monobrand concept store.
Tog’s São Paulo Global Flagship Store is located in one of the most important business districts of the Brazilian city, and has the prestigious signatures of Philippe Starck for artistic direction, and the agency Triptyque for the architectural design.
With an area of 2100 square meters on four levels – basement, ground, first and second floors – the Tog store displays the high-quality design furnishings of the brand, and is conceived as a multifunctional space for socializing, where it is possible to shop, eat (at the restaurant Marakuthai for Tog, run by the chef Renata Vanzetto), read and even dance: a space for total customization, an ideal contemporary version of the famous Factory of Andy Warhol.
From a design viewpoint, Triptyque Architecture has updated the spaces of what was a video game center in the 1980s, relying on a total white look that forms a clear contrast with the rugged aesthetic of the existing walls: a dialogue between old and new architecture that is reflected in the choice of hanging the chandeliers from exposed concrete beams.
Like a mutant showroom, the place lends itself to easy rearrangement of the layout. Tog’s São Paulo does not have walls between the rooms, in fact. An electrical system covers the whole area, using materials like glass that flexibly adapt to the multiple uses envisioned for the store.
Text by Andrea Pirruccio