Warhol-Inspired Social Showroom
Brazilian custom furniture brand Tog (see Milan 2014: Tog Brand Launch) 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 is also no partition walls – making the space easily adaptable for other uses such as music events.
For more on transformative store layouts, see Dover Street Market's Tachiagari, Limbo Spaces: Omni In-Shop Hotspots and The Makeshift Mentality: Flexible Concepts Reinvent to Survive. For additional thinking on flexible environments, see The Living Workspace and Modern Family: The Evolving Domestic Landscape in our Modern Family Macro Trend.
To read more on the evolution of flagships as social, cultural and lifestyle hubs, see The Evolution of the Retail Flagship: Hybrid Lifestyle Venues and Music Meets Retail. Also look out for upcoming report Directional HQs: Innovation Culture, publishing mid-August.
For more on commercial strategies for selling homeware, see Retailing Interiors Online. See also Hybrid Retailing, part of our Future of the Store Industry Trend, Retailer-Restaurants and Retail Domiciles.