GUFRAM IN BLACK AND WHITE ​ ​ ​ ​ a project powered by Juventus

Milan, Italy, 17 April 2023 - On occasion of Milano Design Week, Gufram moves away from the typical colourful look of its collections to explore the extremes of the colour spectrum, presenting some of its most iconic pieces in black and white. 

The Gufram in Black and White project is supported by the Juventus Football Club, historic ambassador of these colours in the sport world.

During the Design Week, the five shop windows of the Juventus Store in Corso Matteotti host Gufram's most renowned icons, in a graphic setup made of overlaps, cuts, separations and interaction games. The space includes a football field where the BIANCO CACTUS®, the NERO CACTUS®, the BOCCA® in black and white and the RON RON® - available in the typical black fur together with the new white version - compete in a fierce match.

The family of ironic and playful miniatures by Gufram grows up with the exclusive collection of Guframini Black and White, designed in partnership with Juventus, and featuring a black version of PRATONE®, but also BOCCA® in the white edition and a new CACTUS® in shaded black and white.

The Juventus Store also features an installation dedicated to a new series of Guframini, which are now available for sale and online purchase through the Football Club’s website.

Each mini-reproduction is made of polyurethane foam which is injected into the previously painted mould so as to obtain a unique piece identical to the original: same softness, same colours and same details. Each Guframini is finished by hand thus becoming a unique piece…and above all irreplaceable.

A concentrate of irreverence on a scale of 1:8! 

“After many collaborations with various companies in the world of music, fashion, art and automotive, Gufram is now opening up to the world of sport by partnering with a club like Juventus, the largest Italian professional football brand and one of the most successful teams in European football. Juventus, like us, who is an important point of reference within the industry, likes to share experiments and collaborations in other sectors. I think it is interesting to see how a design brand manages to combine these different worlds while always remaining true to itself, demonstrating that radical design has no limits.” affirms Charley Vezza, Global Creative Orchestrator of Gufram “The real reason behind this collaboration with Juventus is that I'm a big fan!”. 

“As football and lifestyle naturally crossover, Juventus continues to look to collaborate with leaders and those pushing the boundaries within their industries. We’re proud to partner with Gufram for the Design Week bringing these limited-edition designs to life for the first time in black and white.” states Mike Armstrong, Juventus Football Club's Chief Marketing Officer

Gufram's project for the Design Week continues at Capsule Plaza - the group exhibition debuting at Spazio Maiocchi, where the brand presents its new solution for a total living, THE SCULPTED SERIES, designed by long standing collaborator Snarkitecture, the New York-based design practice founded by Daniel Arsham and Alex Mustonen.

Radical and monumental, the new SCULPTED SERIES is a family of five domestic sculptures available only in black or white including a bookshelf, a bar cabinet, an armchair, a coffee table and low table. 

As in all sculptures, each piece from the SCULPTED SERIES is made by hand by Gufram’s trained artisans starting from a block of polyurethane foam to achieve the concrete-looking texture. The sculpted pieces are then coated with Guflac® Ultra, the contemporary evolution of Guflac®, the special paint invented by Gufram over 50 years ago, which makes each piece incredibly durable and weather-resistant. Guflac® Ultra is applied entirely by hand, enabling the polyurethane to maintain its elasticity and softness, opening the conversation to new aesthetic experimentations.

NOTES TO THE EDITORS 

Gufram in Black and White

17-23 April 2023

Capsule Plaza

Spazio Maiocchi

Via Achille Maiocchi 7

20129 Milan 

Press preview:

Monday 17 April

10.00 - 18.00

Opening hours:

Monday 17 April | 18.00 - 22.00

Tuesday 18 - Sunday 23 April | 10.00 - 19.00

Juventus Store 

Corso Giacomo Matteotti 8

20121 Milan

Opening hours:

Monday - Sunday

10.30 - 19.00

ABOUT JUVENTUS FOOTBALL CLUB

Founded in 1897, Juventus is the largest Italian professional football brand success and one of the most awarded teams in European football.

All club’s records have been achieved under the ownership of the Agnelli’s family, a record itself as, with almost 100 years, it is the longest active ownership of a professional sport entities in the world.

Juventus can count on an undisputed global reach with 527 million fans worldwide including more than 101 million fans in Europe and with more than 145 million followers on various digital channels.

Its mission is to be a Sport Entertainment company, with the aim of expanding the reference panorama of the club, establishing it as the unique Italian icon.

Starting from its core business, which is success on the pitch, Juventus wants to continue to be a pioneer within the sports industry and reach an ever-wider audience, expanding its boundaries to contiguous worlds through innovative collaborations with companies that are in turn leaders in their reference sectors. https://www.juventus.com/en/ | @juventus 

ABOUT SNARKITECTURE

Snarkitecture is a New York-based design practice dedicated to reimagining the familiar. We collaborate with cultural, commercial and private clients around the world to design memorable spaces, experiences and objects. With a focus on sensory experience, the studio works across scales and typologies, including retail, hospitality, residential, collectible design, and object collaborations.

With an ethos of “not art, not architecture” and a methodology that challenges conventional approaches to materials and structures, our team thrives on creating environments and moments that invite people to explore, play, and reflect. https://www.snarkitecture.com/ | @snarkitecture