HANDBOOK

FUNDAMENTALS

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

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

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

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

5 - where we are

Baroloheadquarters

*KEYWORDS*Piedmont, Barolo, Langhe, Unesco, Wine and Food

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:

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

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

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

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

gufram.it

HANDBOOK