Collaborative furniture project TOG – All Creators TOGether, an exciting new concept which includes renowned French designer Philippe Starck, launches exclusively in Heal’s Tottenham Court Road during the London Design Festival 2014, as part of the unveiling of the store’s new Designer Furniture floor.
TOG’s main ethos is a simple but innovative one. Its goal is to create a collaborative network between its designers and customers, emphasised by the brand’s full name: TOG – All Creators TOGether. With the idea of democratic design at its heart, each of TOG’s products – from tables to bar stools and shelving units – can be customised.
This means that the creative process continues long after the designs have left the drawing boards of TOG’s collaborators, which include Starck himself, and a stellar line-up of international designers including British industrial designer Sebastian Bergne, Japanese-born designer Dai Sugasawa and design duo Sam Hecht and Kim Colin of Industrial Facility.
TOG enables its customers to select a standard piece or choose from a range of colour and form options. Starck’s sleek, customisable Misa Joy chair offers a comfortable backrest in the form of high tensile strength elastic bands, which are available in packs to allow the user to mix and match to their taste. TOG’s designs also have playful elements and hidden surprise. For instance, Os Hen, a sculptural bench in the shape of an oversized bone by Sugasawa, and children’s desk and stool sets, Vodo Masko and Castable by French designer Ambroise Maggiar, which conceal the face of a voodoo mask and castle respectively.
TOG is available to purchase exclusively in Heal’s Tottenham Court Road store and online as of September 2014. TOG has also joined Ligne Roset, Kartell, Cassina and De La Espada on the second floor of Heal’s Tottenham Court Road as part of the new designer furniture floor.
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Heal’s has been designing, making and selling quality furniture for more than two centuries now, so it’s no surprise that it’s known as ‘the home of modern and contemporary designer furniture’. Starting out as a bed-makers in 1810, and later embracing the ideals of the Arts and Crafts movement, Heal’s has a long history of collaborating with prominent designers. Heal’s is as passionate today as it’s always been about introducing new ranges, discovering stars of the future and pushing the boundaries of outstanding contemporary design.