The story begins when Guglielmetto Fratelli Mobile, after fourteen years devoted to seating production, changed direction. It became Gufram and chose to focus on design furniture.
As early as 1967, Gufram transformed the sector with its "Multipli" collection: polyurethane objects that became emblems of radical design. These hybrid creations, somewhere between artwork and furniture, rejected functionalism and dominant aesthetic standards. Here, "good taste" gave way to conceptual provocation. The objects were playful, colorful, ironic, and made from a soft material disguised under rigid appearances.
This innovative position, often gathered under the term anti-design, allowed Gufram to impose a new vision of furniture that went beyond traditional typologies.
Some of its creations are now icons of contemporary design. The famous Bocca sofa, a tribute to Salvador Dali's lips, imagined by Studio65 as early as 1965, or Pratone, the armchair made of giant blades of grass, designed by the Strum collective in 1966. Not to mention Capitello, an armchair shaped like a Greek capital, published in 1972 and also signed by Studio65.
In 2016, to celebrate its 50th anniversary, Gufram reissued Bocca in a limited golden version of only 50 pieces. Faithful to its DNA, the brand continues to collaborate with contemporary international designers such as Karim Rashid, while preserving its Italian roots and irreverent spirit.
Gufram remains a unique player in the world of design: a brand that never takes itself too seriously, yet whose cultural impact is undeniable.
To learn more:
👉 www.agenceatu.fr