November 28

 

Interiors with a message

Toshy, is a versatile artist, designer, and creative director whose work speaks through a positive message. Through his brand TOSHY®, he combines art and design with storytelling, where each product and artwork has a deeper layer. In this interview, Toshy shares his vision on developing designs and products for interiors that go beyond aesthetics and leave a lasting impression.

Underlying Message

Toshy: “The concept of ‘beautiful’ is very personal. After all, no interior or product designer starts with the thought ‘Let’s make something ugly’. Therefore, the success of a design largely depends on personal taste.” That’s why Toshy’s concept development starts with writing a positive message. “What really makes a product valuable is the message underlying it. The design is part of the message you want to convey. By applying messages in living and working environments, people become inspired or motivated, consciously or unconsciously. It works exactly the same with art. You find an artwork beautiful or not; that remains a matter of taste. But as soon as you discover the meaning in the artwork, it adds an extra dimension.”

 

Photo. Artwork: “Surround yourself with flowers (positive people)” Rug: “Connected Love – Nero Rosa”

 

The Power of Symbolism

Writing a positive message doesn’t mean that all expressions are always visually based on text. From his themes, Toshy has developed recognizable icons that independently make the metaphorical connection. The flower icon, inspired by Toshy’s quote “Surround yourself with flowers” (positive people), is a powerful example of this. In his design, this translates into flower shapes, scents, or images – ranging from photographic to abstract. The execution can be literal or less visible, yet subtly present. For example, the couch in a hotel lobby could be filled with flower-shaped cushions, a welcome card in the room could smell like flowers, the staff could have a flower in their hair, and flower tea could be in the assortment. This completely immerses the visitor in the message, so that the positive intention is not only communicated but also actually experienced.

 

Photo. Rug: “Love Now! – Pietra Blu”

 

The Collaboration with LEOXX

In the collaboration with LEOXX, the themes “Step by Step”, “Connecting hearts” and “Love Now!” form the basis for the TOSHY x LEOXX collection. This exclusive and high-quality line of designer floor rugs shows how an interior product can touch not only aesthetically but also on a deeper level with an underlying, positive message. Take Step by Step, whose design at first glance looks abstract. Toshy: “The beauty of abstract art is that people often first see their own idea or world in it. However, if you look closely, you can read the text in this case. The message is that you shouldn’t want everything too quickly. Take your time. Trust the process, step by step you’ll get where you need to be.”

 

Photo. ” Rug: “Step by Step – Nero Oro”

 

Art of Lasting Value

“Art is a powerful means to shape interiors with meaning. The underlying message and connection that art creates makes you want to keep it and gives it lasting value. This makes art, in my opinion, immediately more sustainable than products that are replaced when trends pass.” For Toshy too, sustainability is an important core value in all the creative work and products he develops for TOSHY®. In addition to using high-quality materials that last a long time, he encourages choosing products that you never want to throw away. “If you base the interior on a deeper core message, you can subtly change with time, instead of constantly renewing completely.”

Photo. Artwork: “Strong Shadows”

 

Exceeding Expectations Together

See art and products with a message in the interior as an extension of your personality, or in business interiors of the core values of your company. Who are you, who do you want to be, what do you want to convey? Take that as a starting point for the interior concept. Then translate that into the experience and create a coherent story. As an example, Toshy takes the aforementioned Step by Step rug. “The message of Step by Step could be the basis to work out ‘Slowing down’ as a core value in detail together with a hotel. What music, scent, wall covering, lighting, et cetera align with this? How do you exceed your guest’s expectation? The design for the floor rugs is already there! But not only that, also anchor the way your staff receives guests and takes the time to address them in the concept. Ensure that everything contributes to the total experience and the message you want to convey.” You can see that conceptual thinking is immediately activated in Toshy. He concludes – out of the box – with the remark: “How cool would it be if you set all the clocks in all rooms five minutes ahead, so that your guests always, unnoticed, seem to have five minutes more time?”

TOSHY® IN BUSINESS

As Creative Director of TOSHY®, Toshy uses his conceptual thinking for companies and individuals who value the added value of experience, core values, and positive messages. In addition, the brand is increasingly collaborating with other prestigious brands, such as with LEOXX for the TOSHY x LEOXX collection.

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