“We had a slogan to sell Togo”

France and the countries of Europe are tearing up Togo, like a piece of bread. Yes Togo. Not Togo, a West African country, but the sofa Togo. Eh yes ! How did this surprising sofa become one of the most fashionable pieces of furniture in Europe?

In February 1973, at the Salon des Arts Ménagers, Paris discovered a strange sofa designed by the Ligne Roset company. He has no foot, he is pudgy. Yet it will seduce the whole world. But it took a little while before convincing the public. “When he made his appearance, the first remarks were quite harsh”, recalls Antoine Roset, the current Marketing Director of Ligne Roset in the podcast of Europe 1 Studio “Family Marks” in partnership with Harmonie Mutuelle. “We asked my grandfather, at the head of the Ligne Roset company, if he hadn’t forgotten to set foot, if he hadn’t even had time…”

Behind this concept, there is a talented man: Michel Ducaroy. The designer was inspired by a tube of toothpaste folded back on itself to design this amazing sofa that is very complex to produce because the lines are curved and round. Its production requires a lot of precision and know-how.

“Goodbye firecracker, hello cigar”

His proposal did not immediately seduce the public. We even had to wait several years for the May 68 generation to settle in… It is thanks to this change of times and customs that this modern and subversive sofa will become a myth. “We had a slogan at the time to sell Togo: it was goodbye firecracker, hello cigar. People came to gentrify the interiors thanks to Togo. But we kept that sixty-eight twist. We were close to the ground ”, summarizes Antoine Roset.

Since then, Togo has sold over a million copies, in France and around the world. And still today, it is Ligne Roset’s bestseller!

Source : Europe 1


Ad Nunyalab

Ad Nunyalab

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.