Starck for TOG

“TOG is about trying to solve a paradox, because there are more and more of us and, because we have less and less money, we absolutely need mass production.”

Philippe Starck’s words sum up the philosophy of this brand – part of Brazilian Group Grendene – launched last year. He has designed four new products for it, including two “customisable” chairs.

“Only mass production can raise the quality, reduce the price and supply everybody,” he continues. Another problem – massification – remains unsolved, however. “People want something that is made especially for them,” says Starck. “That’s why TOG takes the best of the brain, computer, engineering, high-technology, industrialization and the best of intuition, inventiveness, art, craftsmanship…”

His new Maria Maria chair goes in the same direction, mixing the craftsmanship in the seat and in the legs with a plastic top. “At the top, you have a window, you open it and put in any picture you like”, explains the French designer. “This is the ultimate in experience regarding self-customisation and uniqueness because all the seats are different. It’s affordable, resistant and very comfortable.”

People can have the best of both worlds, something unique and at a good price. “Working with craftsmen was quite unusual for me as I am a concept kind of guy. I’m a lonely dreamer and I always work always alone. The pleasure comes from imagining and drawing after what a dedicated team is in charge of producing it. But, here, I had to be aware of everything that happened afterwards”, he says. The second chair, Boss Boss, was designed instead for the office world. “With Boss Boss chair you can put your name on its back and suddenly you exist, you are more than a number. You can also put a picture of yourself, of your dog.  It’s nice because it gives back dignity”, says Starck, before ending “Be simple, be logical. More will be less. You cannot make any less than we do.”

April 14–19, 2015
TOG
Salone del Mobile