TOG: space for creators / 36

During Milan Design Week, Grendene presents the new brand TOG.

We can all be creative if we make use of a fresh and original approach to design and its imaginative process. Upon this conviction is founded the new Brazilian brand with Italian origins: the founders’ grandfather was from the Veneto.

It starts from 21 families of products – created by Philippe Starck, Sebastiane Berne Sam Hecht+Kim Colin, Ambroise Maggiar, Jonathan Bui Quang Da, Nicola Rapetti and Dai Sugasawa – which are made principally of plastic and produced in Italy, and arrives at the introduction of a global system, a web community of consumers, design buffs and professionals who share ideas using an app. The Tog design concept is based on constant exchanges between users and creators through different media that will be assessed and awarded prizes by the Tog Community.

There are numerous projects by Starck (who had already worked with Grendende for the design of a number of shoes). Among those that appealed most to us is the Tubo chair, designed by Sam Hecht; it has an essential tubular metal frame on which rests a body made of PET fibre at a limited cost, thanks to a technology engineered by the company.

7–13 April

TOG: spazio ai creatori
Torre B, Piazza Gae Aulenti
Milan