HANDBOOK
fundamentals
1 - 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 Jasper Johns Jeff KoonsTakashi Murakami Claes Oldenburg Roy Lichtenstein
*KEYWORDS*handmade, Pop Art Design, domestic sculptures, design icons, irony, irreverence, surrealism, culture, originality
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.
2 - identity
Piero Gilardiat work
Galleria TOTPadova
Sedilsasso, Sassiadvertising
Radical Designbook
*KEYWORDS*innovation, cultural revolution, radical design, Pop Art, history of design, Made in Italy, collectors
Establishment and �rst production practices of language and material researches
EXHIBITION at MOMA in NEW YORK with research products. International statement among critics, press and sector’s enthusiastic
Beginning in limited edition of the production of furniture exposed until then only in museums and in the most important world expositions It becomes a Poltrona Frau Group brand
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
1972
1986
2007
2012
3 - a bit of history
1966Giuseppe Raimondi
Cubo
1972Italy: The New Domestic Landascape
Moma - New York
2007Gufram e Poltrona Frau
Salone del Mobile
1986Guframcatalog
2012Gufram
Salone del Mobile
*KEYWORDS*research, MOMA di New York, museums, limited editions, new spirit, coherence, historical identity
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
4 - who’s who
Sandra Vezza Charley Vezza
*KEYWORDS*Artists, Designers, Architects, Dreamers, Poets
4 - who’s who
Alessandro Mendini Tullio ReggeGiuseppe Raimondi
Franco Mello - Luigi Drocco
Denis Santachiara Studio 65
Dante
Donegani - Giovanni Lauda
Gio
rgio
Cer
etti
- Pi
ero
De
rossi
- Riccardo Rosso Piero Gilardi TOILETPAPER Ross Lovegrove Marcel Wanders
Studio JobMarkus Johansson Emanuele Magini Valerio Berruti Karim Rashid Fabio Novembre
Authors
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
5 - where we are
Baroloheadquarters
*KEYWORDS*Piedmont, Barolo, Langhe, Unesco, Wine and Food
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:
MOMAMuseum of Modern Art, New York (USA)
METThe Metropolitan Museum of Art, New York (USA)
SMITHSONIAN COOPER HEWITTNational Museum of Design, New York, (USA)
DAMDenver Art Museum, Denver, (USA)
Centre PompidouParis (France)
CNAPCentre National des Arts Plastique, Paris (France)
Triennale Design MuseumMilano (Italia)
Fondazione PlartNapoli (Italia)
Musée des Beux ArtsMontréal (Canada)
Vitra Design MuseumWheil am Rhein (Deutschland)
MK&G, Museum für Kunst und GewerbeHamburg (Deutschland)
Pinakothek der ModerneMunich (Deutschland)
POWERHOUSEMuseum of Applied Art, Sydney (Australia)
MUDEMuseu do Design e da Moda, Lisboa (Portugal)
DESTE FoundationDakis Joannou Collection, Athens (Greece)
Fodation BEYELERRiehen bei Basel, (Switerzland)
6 - heritage and legacy #1
Italian Genius NowPorto Alegre
MAXXIRome
DONGDAEMUNSeoul
Triennale di MilanoMilan
EMMAFinland
heritage and legacy #2
A strong system of loans to museums guarantees the presence of Guframinto the most important cultural exhibitions worldwide:
EMMAMuseum of Modern Art, Espoo (Finland)
BARICAN CENTERLondon (UK)
LOUISIANAMuseum of Modern Art, Humlebaek (Denmark)
MODERNA MUSEETStockholm (Sweden)
VITRA DESING MUSEUMWeil am Rhein, (Germany)
MOMA STORENew York – Tokyo, (USA – JAPAN)
MUSEUM of ARTTampa Bay – Florida (USA)
DONGDAEMUN DESIGN PLAZASeoul (South Korea)PALAIS DE TOKYOParis, (France)
MUSEO DI RIVOLITorino, (Italia)
MUSEUM of CONTEMPORARY ARTBeijin, (China)
MAXXIRoma, (Italia)
6 - heritage and legacy #2
VITRA Design MuseumWeil am Rhein
Museo Ettore FicoTurin
BarbicanLondon
Beyeler FoundationBasel
Louisiana Museum of Modern ArtDenmark
communication #1
Participation and visibility if Gufram is funded and continuous through
Trendy Global Events: Biennale di Venezia, Art Basel, Design MiamiAMFAR
Dedicated exhibitions: Salone del mobile di Milano, Maison & Objet Paris, Wanted New York, Design Week London
Main Social Network: FacebookTwitterInstagramPinterest
7 - communication #1
•Product placement on national and international TV and Movies productions
Alessandro Mendini Galleria Rossana OrlandiMilan
Maurizio Cattelan Design WeekMoscow
Wanted DesignNew York
Pierpaolo FerrariTony Chambers
Salone del Mobile Franca SozzaniFabio Novembre
Anna Dello Russo
communication #1
7 - communication #1
Boy GeorgeCollisioni Festival
Sharon StoneAMFAR
Jolly Roger Party Disaronno wears Versace Maison et ObjectParis
communication #1
7 - communication #1
Salone del Mobile Toiletpaper wedding Milan
Salone del Mobile 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)
INTERNI(IItaly, International Edition)
IDEAT(France)
BO BEDRE(Scandinavia)
NUEVO ESTILO, CASA VIVA(Spain)
LIVING REVISTA(Brazil)
HOME ELITE, ZHILAYA SREDA, HI HOME, SALON(Russia)
THE ARCHITECTURAL REVIEW(UK)
L’OFFICIEL(France)
CASA BRUTUS(Japan)
GRAZIA CASA(Italy)
Harper’s Bazar
Vanity Fair(Germany, Italy, France, UK)
Vogue(Italy, Japan, France)
Numerò(France)
Marie Claire
Madame Figaro(France)
Hola(Spain)
GQ
Gala(Germany)
Jalouse(France)
7 - communication #2
communication #2
7 - communication #2
SPÉCIAL DÉCOtendances
106| madameFIGARO
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ARIZONA DREAM
De gauche à droite : cannissesen osier naturel et cactus
Euphorbe, Truffaut, 58 € lerouleau et à partir de 75 €
l’un ; tabouret Donut, en pailleet métal, Mogg, 395 € ;
suspensions Treccia en fil defer tricoté, Caravane, à partir
de 75 € l’une ; coussinMadeira 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, ManufactureCogolin, 715 € le m², et, à
droite, tapis Hempy en fibresnaturelles, 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.
SPÉCIAL DÉCOtendances
Elle DecorSouth Africa
Wallpaper*Great Britain
IdeatFrance
Madame FigaroFrance
ADThe Best Choice
VogueJapan
ADRussia
HI HOMEPoland
IdeatFrance
GioiaItaly
L’Of�ciel1000 Modèles
A.CasaItaly
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
8 - production
*HANDCRAFTED PRODUCTION*
Guflac
What’s Gu�ac:Innovative coating patented by Gufram in 1966 and always looking aheadNatural “skinning” as a base of the �exible expanded polyurethane
Elastic skin, soft and �tting to the product
It allows to cover formes otherwise impossible to be realized with tissue
Any stitching is present
How is Gu�ac applied?Cropping and hand preparing with precision instruments for surfaces
First phase of paint brush saturation of surfaces
Until 12 coatings on the �nished product
The small differences between a product worked with Gu�ac and another one is the unicity warranty that every single piece is handmade.
9 - gu�ac
*KEYWORDS*Skinning, Coating, Innovation, Hand working, Uniqueness warranty
catalogue
Gufram’s collection – Made in Italy for everyday living features:
Ironic productsSnarky productsColoured products
Gufram’s Limited Edition collection- HANDMADE in ITALY includes:
Italian Design IconsHandmade productsProducts skinned in Gu�acProducts 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 certi�cate.
10 - catalogue
*EVERY PRODUCT IS TRACEABLE IN GUFRAM’S REGISTERS*
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 re�ection 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.
12 - distribution
•This referent is Gufram’s Brand Ambassador which assume the title of Gufram Gallerist