A Home Full of Objects That Spark Ideas

Say Touché products, such as a curved Persian rug, a mother-of-pearl stool, and a gorilla-shaped accessory holder, cannot be fully explained by the idea of buying something out of need. Yet their distinctive, quirky, and unfamiliar touches have built a brand that creative people love and seek out for pure satisfaction.

“At first, the brand reflected my taste entirely. I like pop colors, a vintage mood, and a warm atmosphere more than cold steel or black, and I think those leanings came through directly in Say Touché. As the brand expands, I no longer insist on my own style alone, but one thing hasn’t changed. It still has to be something I want to make myself.”

Everything Jaeryn Lim makes or chooses shares a consistent “code.” It is the many shades of green found in his green Land Rover and motorcycle, the dark green leather Togo sofa at home, and his various plants. It is not only about color. There is a vintage chair with a striking tall, slim backrest, a basketball-shaped beanbag, a cup that has never held water, a dinosaur-shaped planter, and a giant bow he will never shoot. He settled here after moving nine times in Seoul alone, and the home is full of objects that spark new ideas and draw a quiet laugh at first sight. Each one won him over after careful thought. In other words, each is something to which Lim himself said touché.

“The more I work, the more specific my standards become for the things I want to own. I tend to be drawn to twists, like swapping a typical material or changing familiar proportions. The Togo is one example. It boldly does away with legs, wraps everything in a single material, and fills it entirely with foam. That surprised me, and I really liked it. I also love vintage pieces, whether fashion or furniture. Rarity and trends aside, I think they’re valuable because they still serve their purpose after all that time.”

For him, home is the ideal place to keep thinking about products as a brand director while holding on to spontaneous ideas that spark his curiosity. That is how his potato chip bag cushion was born. It seems the perfect companion for the so-called “couch potato,” who becomes one with the sofa while eating chips in front of the TV.

“One day I was lying on the Togo, and it struck me that the image of a potato chip bag fit the size and texture of a cushion perfectly. There were plenty of options, like nacho chips, gummy candy, and popcorn, but after much thought I chose potato chips and pretzels. I hadn’t had the Togo for long, so I was also thinking I should make cushions for the sofa. Sometimes I release new products with the brand’s lineup in mind, but many still start from ideas that pop up like this rather than from strategy. I love the fresh fun that comes from placing familiar objects in ways that don’t match their purpose.”

This way of thinking runs through Say Touché’s wide-ranging product line. It covers furniture, including the Roman table with legs that recall the columns of a Roman temple, a TV side table, and a floor lamp, as well as room shoes, wall clocks, and tissue cases. Lim, who goes to the office every day with his dog Billy, is preparing several new products, including furniture to be released soon.