GUFRAM PRESENTS FLOWIE® BY SUPERTOYS SUPERTOYS
May 29, 2024
Barolo, Italy, 30 May 2024 - Gufram unveiled a new collaboration at the 2024 Salone del Mobile at the fairground in Rho Fiera Milano. The renowned Italian brand, epitomising radical design and its legacy, presented Flowie®, a fresh project crafted by the Dutch-German artistic duo, Supertoys Supertoys.
Flowie®, a soft polyurethane seat, suitable for both indoor and outdoor use, embodies the legacy of radical creativity, serving as an ode to "daydreaming" and aligning with the concept of Radical Cuteness, a term coined by Supertoys Supertoys to denote an art form employing playful aesthetics and hybrid, ambiguous forms to subvert traditional norms in design and art, a concept that stems from a broader tradition of subversive and playful design. By utilising childhood memories, Supertoys Supertoys create works that resonate with people's innermost aspects, extending this approach to everyday objects, and making them accessible to all.
Flowie® serves as a companion object, a furnishing complement that becomes a genuine inhabitant of the home, an accessory seamlessly fitting into any style, whether as a standalone piece or a collectible item in its various soft and delicate tones.
Available in 3 colours - Sweet Pink, Sunny Peach and Smooth Pearl – Flowie® consists of a semispherical base with comforting curved lines supporting the corolla of a stylised flower. It is a pouf that aligns with Gufram's great icons, domestic sculptures bringing a reinterpreted nature into homes following a philosophy of design beyond conventions, representing the contemporary strength of radical design as a bearer of freedom and creativity.
As seen with all the pieces of the Gufram collection, Flowie® is handcrafted with meticulous care, and then coated with Guflac® Ultra, the evolution of Guflac®, a special paint invented by Gufram over 50 years ago, which makes each piece incredibly durable and resistant to atmospheric agents. Guflac® Ultra is applied entirely by hand, allowing the polyurethane to maintain its elasticity and softness, this opening the doors to new aesthetics experiments.
Designed to captivate attention, this flower-like creature transcends rigid functionalism, skillfully harmonising its practical utility as a seat with the addition of whimsical magic fueling the flights of dreamers' imaginations. This pouf is a delightful and stimulating piece in any space, challenging the status quo of the serious and often monotonous world of interior design.
"Flowie® serves as a gentle reminder to take a break, to occasionally gaze at the clouds, tracing familiar shapes, while embracing the idea that deep down, we are all magical, we are all dreamers," state Supertoys Supertoys.
ABOUT SUPERTOYS SUPERTOYS
Supertoys Supertoys, a Dutch-German art & design duo based in Rotterdam (NL), formed in 2018, aspire to infuse joy, wonder and connection into everyday life, challenging our preconceptions about the world and all things around us. At the heart of Supertoys Supertoys' artistic vision stands their concept of 'Radical Cuteness'.
Their distinctive cute, cartoonish, and somewhat abstract formal language is integral to their aesthetics. Soft shapes and predominantly pink colors radiate happiness and joy, while subtly evoking vulnerability and a sense of sweet melancholy. These aesthetics are paramount to their vision of 'Radical Cuteness' tapping into the profound connection between people, rekindling a childlike sense of boundless imagination.
Serving as a response to modern life’s hardships on this planet, the duo intends to offer a whimsical escape by empowering individuals to create their world, embracing aspects beyond their current reality and social constructs. By using cute and playful designs reminiscent of childhood, the duo taps into our shared memories, aiming to foster unity and bridge cultural divides through feelings of shared nostalgia and joy.
www.supertoyssupertoys.com | @supertoyssupertoys
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