New furniture design collective TOG launches at the Salone del Mobile

Colourful chairs — TOG, a new furniture brand from Brazil, has unveiled its debut collection at this year's Salone del Mobile in Milan, featuring work by designers ranging from Philippe Starck to Industrial Facility's Sam Hecht and Kim Colin. Pictured: 'Misa Joy' chairs, by Philippe Starck

(Image credit: Philippe Starck)

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.

Transparent chair — Starck's contribution to the range is the most far-reaching with eleven collections. Pictured: 'Light Rock' chairs, by Philippe Starck

Steel folding chair — 'San Jon' folding chair, by Philippe Starck

Chair with white background — 'Ema Sao' chair, by Philippe Starck

Sculptural bench in the shape of a giant bone — 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

benches with white background — 'Polo Treto' benches, by Nicola Rapetti

Sofa with white background — 'Santa Prince' sofa, by Jonathan Bui Quang Da

desk with chair — From the 'Tubo' collection by Sam Hecht and Kim Colin

Ambroise Maggiar's 'Vodo Masko' stools conceal voodoo masks beneath their seats

Colourful jars — 'Apolo Chapo' collection, by Ambroise Maggiar

ADDRESS

TOG Flagship Store

Piazza Gae Aulenti,

Torre B Ground Floor,

20154 Milano

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Rosa Bertoli was born in Udine, Italy, and now lives in London. Since 2014, she has been the Design Editor of Wallpaper*, where she oversees design content for the print and online editions, as well as special editorial projects. Through her role at Wallpaper*, she has written extensively about all areas of design. Rosa has been speaker and moderator for various design talks and conferences including London Craft Week, Maison & Objet, The Italian Cultural Institute (London), Clippings, Zaha Hadid Design, Kartell and Frieze Art Fair. Rosa has been on judging panels for the Chart Architecture Award, the Dutch Design Awards and the DesignGuild Marks. She has written for numerous English and Italian language publications, and worked as a content and communication consultant for fashion and design brands.