Style, substance and a sprinkle of fun
Through ups and downs, the Southeast Asian elective monarchy of Malaysia has developed a way of life that is characterised by a dynamic social fabric and the exchange of different traditions and cultures – not least due to its colonial history. This energy inspired the founders of By Hogen to transcend conventional design boundaries. The belief that every new creation is based on a story is what brought the furniture developer Goh and the practiced architect Neoh together. Their love of original design and appreciation of local craftsmanship formed the basis for their professional partnership. Long conversations led to the concrete conception of a brand with ideas and goals. In fact, this is also thanks to the standstill that resulted from the corona-related measures. And especially because By Hogen was created during a global crisis, the brand should become an example of hope, creative expression and artistic integrity.
By Hogen is an anagram of the founders' surname in reverse and reflects their synergetic way of working. With the motto ‘Style, substance and a sprinkle of fun’, they express their mission. Each piece of furniture should not only fulfil a functional need and exude an elaborate style, but also bring an element of fun into everyday life. For Neoh and Goh, a few core principles take priority: they prioritise the choice of materials and work with traditional craftsmanship for aesthetic resilience as well as comfort. In a fast-paced era, these principles are essential to them. Their search for the best artisans became a path of quiet discovery for the pair, a journey through their own homeland to uncover remarkable talent and skills. They explain: ‘These artisans are not just furniture makers to us; they are the custodians of a legacy, masters of time-honoured skills that have been nurtured over generations. Each piece they make is more than just a functional object, it is the result of history, expertise and enduring dedication to their craft.’ Based on By Hogen's deep reverence for local traditions, the collaboration with the actors strengthens them in turn.
Goh remembers the origins: ‘We realised from the beginning that every By Hogen product should be a talking point,’ and Neoh adds: ‘And it should retain a sense of tasteful playfulness.’ The ‘Unfold’ sofa, for example, can be assembled and disassembled in a few simple steps. The metal frame is stable and easy to handle, while the upholstery is buttoned down. The concentrated debut collection also includes the ‘Collarbone Chair’ with its organic curves, the sophisticated ‘Corbel Chair’ and the custom designed ‘Mews Bench’. ‘Our products should follow the lives of their owners, be it from the living room to the balcony, as Goh does with his ‘XO’ coffee table, or when moving to another city,’ explains Neoh. He adds: ‘’XO' served as our starting point – it captures the essence of our design ethos and illustrates our idea of creating innovative, distinctive and mobile objects that enliven any space.’ For By Hogen, it is therefore a sign of quality that 90 per cent of their products can be assembled without tools. Aware of their own identity and tradition, By Hogen offers with its products convincing answers to the demand for quality and durability in a modern society that is constantly evolving. (eb)
