Last year, 100 designers set about creating 100 wooden toy cars for 100% TobeUs, an exhibition that aimed to show the value of a different future. TobeUs is an Italian toy company set-up by the designer Matteo Ragni.
The idea for TobeUs was born when Ragni noticed that his children often got bored or destructive with their toys. He decided to create objects that he believed they could love, cherish and possibly even pass on to their own children. The toy cars that the TobeUs team created are strong, sturdy and beautifully handcrafted. The project was such a success that it soon had other designers wanting to make their own TobeUs cars, and so last year Ragni invited them to do just that.
The variety and quality of ideas on display at 100% TobeUs is just fantastic. From rocket ships on wheels (‘Il Razzo’ by Paolo Lomazzi) to portable toast racks (‘Would you like a slice of toast’ by Tomoko Azumi) – there really is something for everyone! As a Back to the Future fan I’ve got to count Luca Nichetto’s Delorean-inspired ‘Doc’ as my personal favorite!
All the cars are handmade and manufactured in Brianza by Mastro Giovanni. They were on display at Milan’s Museo Nazionale della Scienza e della Tecnologia last January, and now can be viewed online at the 100% TobeUs website.