New design brand TOG is launching at the Salone this week, and they have enlisted a group of established designers, including renowned Philippe Starck to design their initial base pieces.
The key idea behind the new brand is that the furniture needs to be more accessible and able to be easily customised by the consumer. They like to think of themselves as a "creative community" that combines the best of industry and technology with refined craftsmanship.
The consumer can purchase a 'naked' product that can be customised at home, or they can choose a bespoke commission through the TOG app - eg they can choose colours, shape and even print images onto the furniture.
"TOG is the first company that has solved the paradox between the brain, the computer, the theory, the engineering, the high technology, the mass market, the mass production and the hand, the talent, the craftsmanship, the small artists, and you can make both," notes Starck.
A few standouts from the launch collection is the Light Rock chair by Starck - a sculptural transparent chair with a flat colour base, and the Sam Jon leather chair, also by Starck.