During a recent visit to Portland, OR, I stopped by the TABLE OF CONTENTS store, owned by a long-time friend of Carol and Humberto, Shu Hung, and Joe Magliaro. Upon entering, I was immersed in an eclectic mix of rare art publications, handcrafted objects, and familiar brands like oc and Patrik Ervell. Though you can purchase items (and believe me, you will want to) from TOC, I almost hesitate to call it a store. It has the feeling of a contemporary art gallery, where you will always discover something new and unexpected. Welcome to TOC!
Mao Kudo: Hi Shu and Joe, I'm really happy to finally meet you both! Where did you guys grow up and what were you doing before you opened TOC?
Joe Magliaro: We're super happy to finally meet you too! Shu grew up in Seattle and I grew up in New Jersey. We met while living in New York, and then took a bit of an itinerant path through Beijing, Berlin, and London to arrive in Portland. We're still doing what we were doing before opening the shop: holding down jobs, working on various design-related projects, and trying to remain curious!
MK: What is TOC?
Shu Hung: We like to think of TOC as a semi-annual publication. Each "issue" comes together around a central theme, which helps guide our editorial process. For Fall/Winter we chose the theme "Action is Character." We wanted the space to be filled with the work of designers, artists, and friends that have in some way inspired us to talk less and do more. Carol and Humberto are a tremendous example!
MK: Shu, I know you have a special relationship with Carol and Humberto. How did you all meet?
SH: I have known Carol and Humberto since our university days at UC Berkeley. I met Humberto through a mutual friend and have had some funny experiences at various raves (yes, raves!) throughout San Francisco, back in the day. I met Carol a few years later. I actually started a magazine called IN from the backroom of the Howard Street store and have stayed connected with OC ever since.
MK: The development of the Old Town/Chinatown neighborhood as a creative hub is one of the most exciting things happening in Portland. What drew you to open TOC here?
JM: Two reasons really. Our friends Janet and John Jay have been involved in the area for a while now; their enthusiasm made us look at the neighborhood as a place we wanted to be a part of. The other was the space itself: the Goldsmith building once housed the first dry goods store in Portland. We liked the idea of bringing a multi-dimensional emporium back to the building.
MK: What is your process for curating what you sell?
SH: We like to think of ourselves as pretty curious people, so the process typically involves a desire to learn more about a subject, material, person, etc. In the process of developing the fixtures for the shop, for example, Joe became really interested in researching types of stone, particularly Carrara marble, which then became sub-theme that you'll see repeated in a few of the books and objects for sale in the shop.
MK: I heard that a couple of books in the shop even came from Joe's personal collection. How much is TOC a reflection of yourselves?
JM: It's true! There are a few items from our personal collection that we felt we had to share. Our approach to developing a shop has been fairly self-reflective. By producing an interior you create a kind of exterior that conveys your personal values, interests, and experiences.
Mao Kudo: Hi Shu and Joe, I'm really happy to finally meet you both! Where did you guys grow up and what were you doing before you opened TOC?
Joe Magliaro: We're super happy to finally meet you too! Shu grew up in Seattle and I grew up in New Jersey. We met while living in New York, and then took a bit of an itinerant path through Beijing, Berlin, and London to arrive in Portland. We're still doing what we were doing before opening the shop: holding down jobs, working on various design-related projects, and trying to remain curious!
MK: What is TOC?
Shu Hung: We like to think of TOC as a semi-annual publication. Each "issue" comes together around a central theme, which helps guide our editorial process. For Fall/Winter we chose the theme "Action is Character." We wanted the space to be filled with the work of designers, artists, and friends that have in some way inspired us to talk less and do more. Carol and Humberto are a tremendous example!
MK: Shu, I know you have a special relationship with Carol and Humberto. How did you all meet?
SH: I have known Carol and Humberto since our university days at UC Berkeley. I met Humberto through a mutual friend and have had some funny experiences at various raves (yes, raves!) throughout San Francisco, back in the day. I met Carol a few years later. I actually started a magazine called IN from the backroom of the Howard Street store and have stayed connected with OC ever since.
MK: The development of the Old Town/Chinatown neighborhood as a creative hub is one of the most exciting things happening in Portland. What drew you to open TOC here?
JM: Two reasons really. Our friends Janet and John Jay have been involved in the area for a while now; their enthusiasm made us look at the neighborhood as a place we wanted to be a part of. The other was the space itself: the Goldsmith building once housed the first dry goods store in Portland. We liked the idea of bringing a multi-dimensional emporium back to the building.
MK: What is your process for curating what you sell?
SH: We like to think of ourselves as pretty curious people, so the process typically involves a desire to learn more about a subject, material, person, etc. In the process of developing the fixtures for the shop, for example, Joe became really interested in researching types of stone, particularly Carrara marble, which then became sub-theme that you'll see repeated in a few of the books and objects for sale in the shop.
MK: I heard that a couple of books in the shop even came from Joe's personal collection. How much is TOC a reflection of yourselves?
JM: It's true! There are a few items from our personal collection that we felt we had to share. Our approach to developing a shop has been fairly self-reflective. By producing an interior you create a kind of exterior that conveys your personal values, interests, and experiences.