Gufram unveil its collaboration with art collective MSCHF presenting the new Cut Pratone® at Perrotin gallery in New York
September 5, 2024
New York, 5 September 2024 - Gufram, the Italian Radical Design brand internationally acclaimed for its unique way of mixing art and design, partners up with American conceptual art collective MSCHF on the occasion of the exhibition Industry Plants at Perrotin New York. The exhibition highlights Cut Pratone®, a large-scale piece that marks MSCHF's debut in furniture design through a new collaboration with Gufram.
The artwork takes inspiration from Gufram's iconic Pratone®. Initially conceived by Giorgio Ceretti, Pietro Derossi, and Riccardo Rosso in 1971, this piece challenged the conventions of seating design while playfully questioning humankind's relationship with the natural world in an era of hyperconsumption. Over fifty years later, in Cut Pratone®, MSCHF prompts a reconsideration of both the original question and the design that posed it by slicing through the thicket, scattering clippings and revealing the Pratone®’s bloodied foam innards. This piece is available in a limited edition of nine.
The intervention by MSCHF carries on the spirit of the original design’s critical provocation by inviting viewers to interrogate the strategies, aims, and efficacy of the radical attempt to reshape society through design. The dissection of Pratone® perfectly expresses the persistent, pulsing vitality of the original design’s revolutionary aspirations and its immediate relevance to the conditions of our ecological and cultural present.
NOTES TO THE EDITORS
MSCHF
INDUSTRY PLANTS
September 6 – October 19, 2024
Perrotin New York
130 Orchard St, New York
ABOUT MSCHF
MSCHF is an art collective that engages art, fashion, tech, and capitalism. The collective subverts mass/popular culture and corporate operations as tools for critique and intervention. MSCHF, as a practice and as an entity, manifests the ambition for creative work / a creative entity to wield real tangible power (in culture; On the world stage; As measured against the cultural power held by world-straddling companies, celebrities, and media entities).
www.mschf.com
ABOUT PERROTIN
Emmanuel Perrotin founded his first gallery in 1990 at the age of twenty-one. Since then, he has worked closely with his roster of artists, some for more than twenty-five years, to realize their ambitious projects. Perrotin has ten galleries globally, including a New York space, totaling approximately 86,450 square feet (8,000 square meters) across all locations. These multiple venues offer great flexibility, enabling Perrotin to continue staging ambitious projects and large-scale exhibitions for the varied group of world renowned artists it represents. The gallery organizes about 45 exhibitions a year, and partakes in about 21 international art fairs. Perrotin represents more than 68 artists and estates, and also collaborates with about 31 others. Altogether, the gallery provides exposure to both established and emerging artists of more than 27 nationalities. The gallery also publishes books, special editions, and artists’ objects, available in every Perrotin bookstore.
www.perrotin.com
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