Tok&Stok has recently presented the project “Entre Quatro Paredes” (Between Four Walls).
The new cultural investment, never seen in the brand’s history, was conceived by the company itself, in a partnership with their communication agency, DDB Brasil. With the purpose of reaching customers in a fun way, Tok&Stok has been hosting artistic performances for years. Several photo, painting and sculpture expositions have taken place at one or another of its stores. Now a play used a store as a scenario to a plot, inviting some special guests to explore the most varied sensations. The first presentation happened on the 29th of March, at Tok&Stok in Pinheiros, São Paulo.
"The house’s furniture and fittings tell who the person is and how one is. The idea of this project was to show the relationship between furniture and the life story of each one”, said Flavia Lucena, from Tok&Stok. Altogether, there were four interventions, four live performances, in each room in the house: living room, bathroom, kitchen, and bedroom. In all of them, the furniture appeared as protagonists, triggering the action.
In the living room there were a couple in a divorce process which come to a deadlock when discussing the sharing of a chair they had bought together, they remembered different moments from their relationship and questioned the decision to split up. The funny bathroom situation put two girlfriends and two boyfriends in an awkward situation, when they decide flirt around during the party. The kitchen is the stage where a mother struggles to gather her family around the table at dinnertime. In the bedroom, two brothers lived a comic fight to decide who gets the top part of a bunk.
"Through a convergent action we presented the furniture as some contextualized protagonists. It’s an irreverent and innovative approach, which comes from real everyday life situations and it uses entertainment as a tool to engage consumers inside the Tok&Stok stores”, says Suzana Poli, DDB Brasil Service Director.
In a mix of humor, drama and poetry, the scenes reflected the strong connection that people have with their houses and their furnitures. Like any project, the creation process is also innovative and it’s a collaboration between DDB Brasil and actors.
In 1978, the first Tok&Stok was being established in São Paulo, with modern concepts and innovative ideas. The lack of furnishings exploring audacious design, good price, and fast delivery service was an excellent market niche. Based on this scenery, the company’s purpose was created and, as the name clarifies, it offers great design in its collections (Tok) and availability for instant pick up (Stok). Tok&Stok has stores in São Paulo, Santo Andre, Campinas, São Jose dos Campos, Ribeirão Preto, Rio de Janeiro, Niterói, Belo Horizonte, Brasília, Curitiba, Londrina, Florianópolis, Porto Alegre, Recife, Fortaleza, Salvador, Goiânia, and Vitória.