Lattoog is a carioca company specialized in design founded by architect and urban planner Leonardo Lattavo and self-taught designer Pedro Moog. The name Lattoog is a fusion of the surnames of the two partners - Lattavo and Moog - and synthesizes the creative process of the duo: The conjunction of ideas from two minds, two different backgrounds, two distinct creative processes that share the desire to express Rio and Brazilian culture through the practice of design.
Lattoog ("Lattoog") interviewed on Monday, 20 May.
Lattoog : Lattoog has been around for 20 years, and we have been part of the development of contemporary design in the country, in language, and mainly using wood. We're from Rio de Janeiro, and we provide design services for manufacturers throughout Brazil, mainly in the area of furniture, objects and lamps; and we've helped many companies in the furniture industry to reposition themselves in the market and win over their public by hiring good design for their products.
Lattoog : Leonardo Lattavo, one of the partners, graduated in architecture in Rio de Janeiro and did his master's degree in England, and Pedro Moog is self-taught. At that time, they didn't see any possibility in Rio de Janeiro of doing a good job as an architect. So, being very detail-oriented and passionate about art, they got together to design what would become Lattoog's first piece, the Knot Armchair, 25 years ago. They started out as a hobby, but as it was very successful among friends, it was a stimulus for them to start making other pieces.
Lattoog : Our priorities when designing are closely linked to valuing Brazilianness and wood as an inexhaustible source of inspiration and creative expression, and always seeking something that is unique. As far as techniques are concerned, we are constantly looking to try new things in manufacturing and materiality. And in terms of style, we don't see it as a visual aesthetic, but rather as a way of thinking, a design mentality that aims to express Brazilianness.
Lattoog : Firstly, when designing, when we have a very different idea, the feeling is one of happiness. And when the project is ready, it's like a child being born, a sense of relief, a feeling of accomplishment. Which is the opposite of when a project doesn't come to fruition, which generates anguish, not seeing it come to fruition, but a project can take months or years to come to fruition.
Lattoog : During Lattoog's 20 years, we have created many strong partnerships with factories, and this good relationship has been very important for us to be where we are today. And we want to continue along the path we are on, but increasingly working on more socio-environmental projects and exploring beyond furniture, such as working more with electronics and other products that broaden our range of understanding.
Lattoog : Always look for something that makes the project very specific, that isn't a repetition of patterns and uses that have already been made. And that something specific could be in the use, it could be in the materiality, it could be in the shapes, you name it. It's hard to say what that something specific would be, but without having that particularity, it's harder to stand out in the market.
Lattoog : We think it's being your biggest critic. You have to have more periods of dissatisfaction than satisfaction when you're drawing. If you're too satisfied, too easily, or if you ignore small dissatisfaction in your drawing, you could be missing out on an opportunity. So we're really always trying to remove any discomfort that the product might have, until we get to the result. So you can go through many stages of study, dozens, or even hundreds.
Lattoog : Leonardo Lattavo divides his time between Lattoog and the university where he teaches. In the studio, much of his time is spent with the team developing projects, usually furniture, which can be on client demand or future projects. Moog and Lattavo also dedicate themselves to running the studio, giving lectures and visiting factories. In addition, Moog focuses on managing our stores.
Lattoog : We try to keep up to date with the latest developments in the design market. In a way, isolation helps us to follow our own path, without looking too far afield for inspiration. But recently, twice we realized, during the prototyping phase, that the product was similar to one that was already on the market. So we started to see the importance of research, not to get a reference, but to avoid doing something that is already being done. So research is much more about ruling out alternatives than gathering information.