Showroom

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 Stylus.com by Marta PodeszwaKatie Baron

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