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Gufram, pop icon between art and fashion

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gufram sofa

Gufram, a story of art and anti-conformism in a pop key

 

Colorful, innovative, playful and unconventional. This is the style of Gufram, a historic brand of Italian design, whose creations with a radical chic soul draw on a remarkably pop visionary, which is expressed in collections with unique and surprising shapes, real artistic installations, some of which have become icons of design.

Founded in Turin in 1966 as a creative lab for the production of modern furniture of the firm of the Gugliermetto brothers, already active in the manufacture of chairs and seats since 1952, it immediately became a brand that breaks with the ordinary, capable of surprising for a deliberately cheeky taste, but capable of absorbing the most daring influences of radical design and the colorful variations of the pop style.

Influenced in the early 1960s by the artistic avant-garde presented in Turin and the radical architectural experimentation of those years, the Gugliermetto brothers with the support of emerging architects and artists of the time developed the production of design projects in new forms and new materials.

The turning point for the company was the spread in the field of furniture of a material such as polyurethane, previously used as an insulator in the transport industry, and the development towards 1970 of the cold molding system of it. This allowed Gufram to start the series production of seats with a new aesthetic that recalls Pop art, padded or structured with polyurethane foam.

Starting from 1966 Giuseppe Raimondi took over the artistic direction who designed several products for the company and involved other artists and architects in the design of the first products and prototypes of the company. In 1968 Gufram introduced the Multipli (industrially reproduced art objects in limited edition) presented at the XIV Triennale di Milano, enjoying enormous commercial success. Critics and collectors define Gufram products as playful, subversive and mocking domestic sculptures or as objects deliberately conceived as elements of Anti-Design, revolutionary symbols of breaking the usual patterns of the furniture world.

Passed to the Frau Group in the early 2000s, it was in 2012, when the company was acquired by Sandra Vezza, who moved the official headquarters to Barolo, in the Langhe, gave the brand a new conceptual structure, thanks to which the company returned to represent a world excellence in the art design segment. In these years, old and new productions enter furniture museums by Gufram. These include the MOMA in New York, the Triennale di Milano, the George Pompidou Center in Paris, the MAAS - Museum of Applied Arts and Sciences in Sydney, the NAMOC - The National Art Museum of China in Beijing, the Museum of Contemporary Art in Chicago, and many others.

Having at home furnishing solutions designed by the Piedmontese company, whether they are sofas, armchairs, chaise longues, tables, chairs or benches means choosing a style for the home that breaks with classic aesthetics to rewrite the rules of taste by proposing bold, courageous and highly representative pieces. The same also applies to furnishing complements and decor accessories, original objects ideal for characterizing environments in an unconventional way, in a subtle balance between art and fashion.

 

Bocca, the iconic and sensual sofa inspired by a 1930s diva

A timeless sofa, despite having turned 50 years old. Bocca, the original lip-shaped sofa was born in 1970 for Marilyn Garosci's Contourella wellness center in Milan, it was conceived by the architects and designers of Studio 65 for Gufram, inspired by the lips of Mae West, an American actress of the 30s and 50s. 212 cm long by 80 cm deep and 85 cm high, with a weight of 32 kg, it is the result of the experiments of the 70s related to polyurethane foam with differentiated capacity, previously used as insulation in the transport industry, to create the foundations for the realization of the sofa, covered in a soft stretch fabric.

 

Unstructured and unconventional aesthetics for the Charly sofa

Essential geometric shapes, rounded and enveloping lines define Charly, a sofa with a design with an ironic and revolutionary mood. It is a padded polyurethane foam with wooden frame and fabric covering, which enhances the primary elements that compose it - seat , armrests, backrest, headrest - joined by a light and elegant chromed or satin tubular structure in precious metallic tones. Defined as the 'king of modularity', it offers numerous configuration possibilities, given the great variety of the module abacus, and a wide choice of fabrics and colors that can be combined for the different elements.

 

Jimmy, when playing with shapes and orientation allows you to customize

It is ideally modular to infinity. Jimmy, a sofa with a great personality - The two versions in which it is conceived - concave and convex - are an invitation to play with its shapes and the orientation, being able to reach the creation of a gigantic circular shape. Precisely this attitude makes it particularly versatile and adaptable in different spaces, whether they are domestic, living, contract, hotels, museum halls. The polyurethane foam padding is made up of tubular modules that make the seat and backrest a single soft sparkling volume. Its rebell and provocative personality is enhanced by the golden eco-leather covering with which it is presented, in continuity with the subtle and elegant gold structure that defines the sinuous lines.

 

Pratone, a sculptural icon with an artisanal soul

Sinking into huge soft stems that simulate a lawn when in fact it is a seat. It is the playful spirit that, in 1966, inspired the creation of Pratone, one of the masterpieces of Italian design that has now entered the collective imagination as a new domestic sculpture with a strong identity. Indeed, it is an unique and unconventional chaise longue that has not yet found its followers, included by the Vitra Design Museum among the 100 masterpieces of the history of Design, and which retains its artisan soul: each of the 42 long soft stems including collapsing is in fact manufactured and finished by hand as is the Pratone inscription engraved on the base of each module. It takes 5 weeks to make a sample. Its bright green and the softness of the stems are obtained thanks to the painting with Guflac, the special and unique finish patented by Gufram that allows you to perform the polyurethane while maintaining its flexibility and softness.
 

 

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