Radical revolution

last updated 7 September 2022

As this enigmatic new video hints (with traditional Gufram zane and eccentricity) we can expect a few surprises from the radical design brand at this year’s Salone del Mobile.

The video, created in collaboration with Tiwi, begins at the Italian brand’s beginning - with its 1966 design revolution. As the booming voice-over artist tells us, ‘Gufram opened the door to a different world, where anything is possible... Gufram set a new frontier by breaking the rules.’ He is, of course, referencing its playful attitude towards the ‘form follows function’ furniture doctrine, and its use of cold-pressed polyurethane foam in creating durable, pop art-tastic furniture.

Though the logistics and particulars of ‘Planet Gufram’ are still under wraps, we do know that the brand will be launching its first ever mirror, in a limited edition of 77 pieces. This collaboration with Snarkitecture features a faux-concrete frame made from plenty of Gufram's signature foam.

‘Planet Gufram’ is on view from 4 - 9 April at Wallpaper* Holy Handmade!, Via della Moscova 28, 20121 Milan

Rosa Bertoli was born in Udine, Italy, and now lives in London. Since 2014, she has been the Design Editor of Wallpaper*, where she oversees design content for the print and online editions, as well as special editorial projects. Through her role at Wallpaper*, she has written extensively about all areas of design. Rosa has been speaker and moderator for various design talks and conferences including London Craft Week, Maison & Objet, The Italian Cultural Institute (London), Clippings, Zaha Hadid Design, Kartell and Frieze Art Fair. Rosa has been on judging panels for the Chart Architecture Award, the Dutch Design Awards and the DesignGuild Marks. She has written for numerous English and Italian language publications, and worked as a content and communication consultant for fashion and design brands.