HANDBOOK

HANDBOOK
FUNDAMENTALS
fundamentals
Gufram is an unconventional handmade furniture company: POP ART DESIGN
It produces furniture that allow the dialogue between the world of art and the industrial design
planning: POP ART DESIGN
It produces sittings, tables, cabinets and furniture accessories our from the conventional furniture
schemes: POP ART DESIGN
It produces domestic sculptures with an international recognized cultural value: POP ART DESIGN
It produces ironic, colored, irreverent and surreal design icons: POP ART DESIGN
Andy Warhol
*KEYWORDS*
Jasper Johns
Takashi Murakami
Jeff Koons
Claes Oldenburg
handmade, Pop Art Design, domestic sculptures, design icons, irony, irreverence, surrealism, culture,
originality
1 - fundamentals
Roy Lichtenstein
identity
It was born in Piedmont (Turin province) in 1966.
Since its beginning it’s a handmade laboratory
Uses innovative materials, applications and language.
It was born in the 1968 cultural revolution mood and grew up with a Pop Art spirit
It’s an historical brand of the Italian Radical Design*
*revolutionary movement of the Made in Italy became famous in the 70ies and today reevaluated and
historicized by press, international critics and collectors.
Piero Gilardi
at work
*KEYWORDS*
Galleria TOT
Padova
Sedilsasso, Sassi
advertising
Radical Design
book
innovation, cultural revolution, radical design, Pop Art, history of design, Made in Italy, collectors
2 - identity
19
66
Establishment and first production practices of language and material researches
19
72
EXHIBITION at MOMA in NEW YORK with research products.
International statement among critics, press and sector’s enthusiastic
19
86
Beginning in limited edition of the production of furniture exposed until then only in museums
and in the most important world expositions
20
07
It becomes a Poltrona Frau Group brand
20
12
It returns an independent brand and begin a path of renaissance with Sandra Vezza, its new
owner run by the direction of Charley Vezza that gives a new coherent spirit with its historical
identity
1966
Giuseppe Raimondi
Cubo
1972
Italy: The New Domestic Landascape
Moma - New York
*KEYWORDS*
1986
Gufram
catalog
2007
Gufram e Poltrona Frau
Salone del Mobile
2012
Gufram
Salone del Mobile
research, MOMA di New York, museums, limited editions, new spirit, coherence, historical identity
3 - a bit of history
PEOPLE
who’s who
Fundamental authors, artists and designers for Gufram’s history:
Piero Gilardi, Giuseppe Raimondi, Franco Audrito (STUDIO 65), Giorgio Ceretti, Pietro
Derossi, Riccardo Rosso, Franco Mello, Guido Drocco, Tullio Regge, Alessandro Mendini
Main authors and designers of the new Gufram’s path:
Fabio Novembre, Ross Lovegrove, Denis Santachiara, Karim Rashid, Marcel Wanders,
Studio Job, Valerio Berruti, Pier Paolo Ferrari, Maurizio Cattelan
Actual owners:
Sandra & Charley Vezza
Sandra Vezza
*KEYWORDS*
Artists, Designers, Architects, Dreamers, Poets
4 - who’s who
Charley Vezza
Authors
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Lovegrove
Ross
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Valer
Rashid
Karim
Studio 65
Ma r
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eretti P
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4 - who’s who
n
Ema
uele Magin
i
io Novembre
Fab
BAROLO
where we are
Since 1966 is located in Turin province, North-West Italy
Today the headquarter is in Barolo, Langhe, UNESCO’s World Heritage, place of the world
wine and food excellence
Langhe are located in South West of Piedmont, 150 km south from Milan, 200 km
North-West from the French Riviera
Barolo
headquarters
*KEYWORDS*
Piedmont, Barolo, Langhe, Unesco, Wine and Food
5 - where we are
AROUND THE GLOBE
heritage and legacy #1
Gufram design icons are internationally published on books, manuals, catalogs and special
editions dedicated to the history of design as exemplary of Italian Radical Design and Pop Art
Design. Gufram’s design icons are part of the most important permanent collections of art and
applied arts into worldwide museums, for example:
MOMA
Museum of Modern Art, New York (USA)
Musée des Beux Arts
Montréal (Canada)
MET
The Metropolitan Museum of Art, New York (USA)
Vitra Design Museum
Wheil am Rhein (Deutschland)
SMITHSONIAN COOPER HEWITT
National Museum of Design, New York, (USA)
MK&G, Museum für Kunst und Gewerbe
Hamburg (Deutschland)
DAM
Denver Art Museum, Denver, (USA)
Pinakothek der Moderne
Munich (Deutschland)
Centre Pompidou
Paris (France)
POWERHOUSE
Museum of Applied Art, Sydney (Australia)
CNAP
Centre National des Arts Plastique, Paris (France)
MUDE
Museu do Design e da Moda, Lisboa (Portugal)
Triennale Design Museum
Milano (Italia)
DESTE Foundation
Dakis Joannou Collection, Athens (Greece)
Fondazione Plart
Napoli (Italia)
Fodation BEYELER
Riehen bei Basel, (Switerzland)
MAXXI
Rome
DONGDAEMUN
Seoul
6 - heritage and legacy #1
Italian Genius Now
Porto Alegre
Triennale di Milano
Milan
EMMA
Finland
heritage and legacy #2
A strong system of loans to museums guarantees the presence of Gufram
into the most important cultural exhibitions worldwide:
EMMA
Museum of Modern Art, Espoo (Finland)
MUSEUM of ART
Tampa Bay – Florida (USA)
BARICAN CENTER
London (UK)
DONGDAEMUN DESIGN PLAZA
Seoul (South Korea)
PALAIS DE TOKYO
Paris, (France)
LOUISIANA
Museum of Modern Art, Humlebaek (Denmark)
MODERNA MUSEET
Stockholm (Sweden)
MUSEUM of CONTEMPORARY ART
Beijin, (China)
VITRA DESING MUSEUM
Weil am Rhein, (Germany)
MAXXI
Roma, (Italia)
MOMA STORE
New York – Tokyo, (USA – JAPAN)
Museo Ettore Fico
Turin
MUSEO DI RIVOLI
Torino, (Italia)
Barbican
London
Louisiana Museum of Modern Art
Denmark
6 - heritage and legacy #2
Beyeler Foundation
Basel
VITRA Design Museum
Weil am Rhein
communication #1
Participation and visibility if Gufram is funded and continuous through
Trendy Global Events:
Biennale di Venezia,
Art Basel,
Design Miami
AMFAR
Main Social Network:
Facebook
Twitter
Instagram
Pinterest
Dedicated exhibitions:
Salone del mobile di Milano,
Maison & Objet Paris,
Wanted New York,
Design Week London
•
Product placement on national and international TV and Movies productions
7 - communication #1
communication #1
Alessandro Mendini
Galleria Rossana Orlandi
Milan
Pierpaolo Ferrari
Tony Chambers
Maurizio Cattelan
Salone del Mobile
7 - communication #1
Franca Sozzani
Fabio Novembre
Design Week
Moscow
Wanted Design
New York
Anna Dello Russo
communication #1
Boy George
Collisioni Festival
Salone del Mobile
Sharon Stone
AMFAR
Jolly Roger Party
Toiletpaper wedding
Milan
7 - communication #1
Disaronno wears Versace
Salone del Mobile
Maison et Object
Paris
Biennale di Venezia
communication #2
Shootings e articles are dedicated by the main magazines and vogue and lifestyle masthead
AD
(Italy, Russia, France, Germany, USA, China, Mexico, UK)
ELLE DECOR / ELLE DECORATION
(Italy, France, Germany, China, South Africa, Russia)
WALLPAPER*
(International Edition)
Harper’s Bazar
Vanity Fair
(Germany, Italy, France, UK)
Vogue
(Italy, Japan, France)
Numerò
(France)
INTERNI
(IItaly, International Edition)
Marie Claire
IDEAT
(France)
Madame Figaro
(France)
BO BEDRE
(Scandinavia)
Hola
(Spain)
NUEVO ESTILO, CASA VIVA
(Spain)
GQ
Gala
(Germany)
LIVING REVISTA
(Brazil)
HOME ELITE, ZHILAYA SREDA, HI HOME, SALON
(Russia)
THE ARCHITECTURAL REVIEW
(UK)
L’OFFICIEL
(France)
CASA BRUTUS
(Japan)
GRAZIA CASA
(Italy)
7 - communication #2
Jalouse
(France)
communication #2
Elle Decor
South Africa
Wallpaper*
Great Britain
Ideat
France
Madame Figaro
France
SPÉCIAL DÉCOtendances
Gioia
Italy
A.Casa
Italy
Ideat
France
L’Officiel
1000 Modèles
SPÉCIAL DÉCOtendances
ARIZONA
DREAM
PHOTO DAVID COULON
De gauche à droite : cannisses
en osier naturel et cactus
Euphorbe, Truffaut, 58 € le
rouleau et à partir de 75 €
l’un ; tabouret Donut, en paille
et métal, Mogg, 395 € ;
suspensions Treccia en fil de
fer tricoté, Caravane, à partir
de 75 € l’une ; coussin
Madeira en raphia et plaid Rio
Vista, Ralph Lauren Home,
395 € et 3 395 € ;
Portemanteau Metacactus,
design Guido Drocco et Franco
Mello, Gufram, 4 980 € ;
fauteuil en paille et chêne
naturel chez Maison M Paris,
1 430 €. Tapis Épissure en
raphia et coton, Manufacture
Cogolin, 715 € le m², et, à
droite, tapis Hempy en fibres
naturelles, AM-PM, 289 €.
Carreaux de ciment, Petit Pan,
5,57 € l’un de 20 x 20 cm.
Peinture Mushroom, Little
Greene, 38,50 € le litre.
106 | madameFIGARO
AD
The Best Choice
Vogue
Japan
AD
Russia
7 - communication #2
HI HOME
Poland
CREATION
production
All the phases of Gufram’s production are handcrafted in Italy, into the
production workshop located in Roddi, 10 km far from Barolo.
The handcrafted production guarantees:
Quality overall control
Historical accuracy production
Product’s uniquess
Product’s authenticity
Neverending Research and develpment
*HANDCRAFTED PRODUCTION*
8 - production
Guflac
What’s Guflac:
Innovative coating patented by Gufram in 1966 and always looking ahead
Natural “skinning” as a base of the flexible expanded polyurethane
Elastic skin, soft and fitting to the product
It allows to cover formes otherwise impossible to be realized with tissue
Any stitching is present
How is Guflac applied?
Cropping and hand preparing with precision instruments for surfaces
First phase of paint brush saturation of surfaces
Until 12 coatings on the finished product
The small differences between a product worked with Guflac and another one is the unicity
warranty that every single piece is handmade.
*KEYWORDS*
Skinning, Coating, Innovation, Hand working, Uniqueness warranty
9 - guflac
catalogue
Gufram’s collection – Made in Italy for everyday living features:
Ironic products
Snarky products
Coloured products
Gufram’s Limited Edition collection- HANDMADE in ITALY includes:
Italian Design Icons
Handmade products
Products skinned in Guflac
Products exposed into the most important museums worldwide already before 1986
Every product is limited edition and numbered by color and/or model.
Every product has a numbered seal and is supplied with an authenticity certificate.
*EVERY PRODUCT IS TRACEABLE IN GUFRAM’S REGISTERS*
10 - catalogue
LOVERS
lovers
Gufram lovers have:
Sensibility to novelties and originality
Elevated culture
Attitude to collection
Right dose of feticism toward design
Globetrotters
Trendsetters
Capacity to intend the house as a reflection of their own lifestyle
11 - lovers
distribution
Distribution: Worldwide, Selected and Exclusive
NOT RETAILERS BUT PEOPLE
Gufram commits the distribution of its products to retailers that:
have a deep XX century design culture
have main attention to the art world
strong aesthetics knowledge
Gufram’s referent is a n appointed person of the retail shop.
•
This referent is Gufram’s Brand Ambassador which assume the title of Gufram Gallerist
12 - distribution
HANDBOOK
gufram.it