“Oftentimes, we find ourselves doubting if an ad can really deliver on its promise. Sometimes, it just sounds too good to be true so we end up just not believing at all. However, Brazil Neutrogena came up with one that lets readers wipe off makeup straight from a a magazine model’s face so as to test Neutrogena Deep Clean wipes.”

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Decoded Fashion - Fashion Tech Daily - Neutrogena

Decoded Fashion - Weekly Stories - Warhol
Image source: TOG, Sao Paulo

Brazilian custom furniture brand Tog has unveiled its first bricks-and-mortar showroom in Sao Paulo with a mixed-use space conceived as part showroom, part social hub to boost in-store dwell time and attract a wider creative following.

Prolific French super-designer Philippe Starck and Sao Paulo-based architects Triptyque, who designed the space, drew inspiration from US pop artist Andy Warhol’s famous 60s-era New York studio The Factory – an infamous creative hangout renowned for its parties and artists’ gatherings. Spanning 22,604 sq ft and spread across three floors, the multipurpose flagship features a showroom, a warehouse, offices, an events space and a home-inspired fusion restaurant. Headed by local chef Renata Vanzetto, it features mismatched furniture, Persian rugs and plants.

Beyond the emphasis on sociability, flexibility is also a critical part of the strategic redesign. Based in a former industrial building, the store is painted white, providing a contrasting backdrop for Tog’s vibrantly coloured products. There also no partition walls – making the space easily adaptable for other uses such as music events.

Guest post by Marta PodeszwaKatie Baron


“The e-commerce website embraces the spirit of Brazil with a new project comprising 15 of the country’s finest designers.”

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Decoded Fashion - Fashion Tech Daily - Farfetch


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