TOG

São Paulo / Brazil / 2015

28
28 Love 2,196 Visits Published

Triptyque Architecture was chosen by Philippe Starck to develop, under his art direction, the architectural project of TOG's São Paulo Global Flagship Store (Rua Iguatemi, 236), the first direct monobrand retail project from TOG, with the ambition of stirring up the concept of selling design.


TOG is an unprecedented, democratic design brand which goal is – through high quality designed furniture that can be easily customized - to create a virtuous collaborative system where designers, clients, artisans, artist and manufacturers share the same values and goals.


The Flagship was designed as a mixed use place of sociability where you can buy, eat, drink, dance, read, create, spend time; a XXIst century version of the Andy Warhol Factory. As TOG furniture, the space is fully customizable. Conceived as a multi-purpose, living space, the Flagship Store will also function as a major conviviality and sociable hub.
To anticipate these and others potential uses, the Triptyque agency neutralized this old games club from the 80s in painting in white all the place. There is a contrast between the existing walls roughness and the totally new ground. The lights are suspended from the concrete beams visible on the ceiling.
The project was conceived to allow the organic spaces to change over time: no walls between ambiances, an electric system that pervades the entire area and the application of materials like glass foster the multiple use desired for the space.
With 2.100 square meters distributed in basement, ground, first and second floor TOG Flagship will host warehouse, showroom, offices, garden and also a new restaurant – Marakuthai for TOG - headed by Chef Renata Vanzetto.


[PT]
Triptyque Architecture foi escolhida por Philippe Starck para desenvolver o projeto arquitetônico da Flagship TOG em São Paulo (Rua Iguatemi, 236), o primeiro projeto de loja exclusiva da TOG, com a ambição de estimular o conceito de se vender design.


TOG é uma marca de design sem precedentes; é democrática e seu objetivo é - através de mobiliário de alta qualidade que pode ser facilmente personalizado - criar um sistema colaborativo virtuoso onde os designers, clientes, artesãos, artistas e fabricantes partilham dos mesmos valores e objetivos.


A flagship foi projetada como um espaço de criação com diversos usos onde se poderá comprar, comer, beber, dançar, ler, criar, passar o tempo ; uma versão do século XXI da Factory de Andy Warhol. Para antecipar estes usos e outros potenciais, o escritório Triptyque neutralizou este antigo clube de jogos dos anos 80, o imaculando de branco. Se as paredes existentes apresentam as marcas das obras, o piso é totalmente novo, dando toda a possibilidade para que a espaço se transforme. No teto, as vigas de concreto ficam aparentes e se tornam suportes para gigantes grampos tipo sargento que permitem suspender as luminárias.


Assim como os produtos, o espaço da TOG é totalmente customizável. O sistema elétrico invade o conjunto de ambientes para prever sua evolução programática. O escritório de arquitetura pensou a infraestrutura para que os espaços orgânicos possam evoluir com o tempo.


Com 2.100 metros quadrados distribuídos em subsolo, térreo, mezanino, primeiro e segundo andar, a Flagship da TOG vai sediar armazém, sala de exposições, escritórios, jardim e também um novo restaurante - Marakuthai para TOG - liderado pela Chef Renata Vanzetto.


[FR]
Triptyque Architecture a été choisi par Philippe Starck pour développer avec sa direction artistique, le projet architectural du Concept Store TOG (au 236 rua Iguatemi à São Paulo, Brésil), le premier point de vente de la marque de design TOG, qui bouscule les codes du retail classique.


TOG est une marque de design inédite, démocratique dont le but est - grâce à un mobilier de haute qualité pouvant être customisé - de créer un système de collaboration vertueuse où les designers, clients, artisans, artistes et fabricants, partagent les mêmes valeurs et objectifs.


Le Flagship a été conçu comme un lieu multifonctionnel où il est possible d'acheter mais aussi de manger, boire, danser, lire, créer, passer son temps; une version contemporaine de la Factory d'Andy Warhol. À l'image du mobilier TOG, l'espace est entièrement customisable. Au delà d'un point de vente, le Flagship sera aussi un lieu de sociabilité et de convivialité.
Afin d'anticiper les actuelles et potentielles fonctions du lieu, Triptyque a neutralisé cet ancien club de jeux des années 80, en recouvrant de blanc toutes les surface. Il subsiste un contraste entre les murs rugueux et le sol totalement lisse. Les lumières sont suspendues grâce à des serre-joints industriels sur les poutres en béton visibles au plafond.
Le projet a été conçu comme une succession d'espaces organiques modulables: il n'y a pas de mur entre les différents environnements spatiaux, le système électrique envahit l'ensemble des espaces, et l'utilisation des matériaux comme le verre favorise le changement d'usage des espaces.
Les 2 100m2 englobent le sous-sol, le RdC, et les deux étages du Flagship TOG; accueillant un showroom, un entrepôt, des bureaux, un jardin mais aussi un restaurant – Marakuthai for TOG - dirigé par la chef brésilienne Renata Vanzetto. 


 

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    Triptyque Architecture was chosen by Philippe Starck to develop, under his art direction, the architectural project of TOG's São Paulo Global Flagship Store (Rua Iguatemi, 236), the first direct monobrand retail project from TOG, with the ambition of stirring up the concept of selling design. TOG is an unprecedented, democratic design brand which goal is – through high quality designed furniture that can be easily customized - to create a virtuous collaborative system where...

    Project details
    • Year 2015
    • Work finished in 2015
    • Status Completed works
    • Type Showrooms/Shops
    Lovers 28 users