Gufram - Pratone Forever Greener chaise lounge

On the occasion of Milan Design Week 2021, Gufram celebrates the 50th anniversary of one of its most famous icons: PRATONE. PRATONE FOREVER is the spin-off of its celebrated predecessor: an open edition of the famous modular chaise longue that subverts the idea of "sitting," this new version retains its surreal aesthetic but is upholstered in fabric available in three different shades of green, while its smaller size makes it easy to fit into any domestic space. It was created to celebrate the 50th anniversary of this timeless icon, a myth that reinvents itself and becomes eternal, moving ever closer to the dimension of furniture. While retaining its soft polyurethane core-a material that has always characterized Gufram products ; This special edition is upholstered in an elastic wool bouclé fabric that adheres perfectly to the eccentric forms of this offbeat chair, ensuring excellent resistance to wear and tear. Perfect for home and contract use, as it complies with the regulations governing the furnishing of public places, the fabric is available in three different shades of green, green, greener and greenest, which on the one hand recall the classic color of PRATONE and on the other play on the fact that, over the years, that green has never been identical to itself. Each PRATONE, in fact, can be considered a unique piece, being entirely finished by hand. Smaller in size, it is 30 percent smaller than the original and features 25 slats instead of the classic 42, to fit the spaces of contemporary homes; FOREVER remains true to the Radical spirit that distinguishes its aesthetics. The base still bears its name imprinted in quotation marks: while in the original version the word "PRATONE" is engraved directly into the polyurethane, here it is silkscreened in black on the fabric, keeping the original character intact.

Ceretti/Derossi/Rosso

Since the mid-sixties, Giorgio Ceretti, Pietro Derossi and Riccardo Rosso have interpreted architecture and design as one of the means to participate in the social and political struggles of the time. Gathered in Turin under the aegis of the Sturm Group, of which they were the main animators, they designed together the stagings of those public venues that marked an era for the Italian show: the Piper Club and the Other World of Rimini. With the technical collaboration of Piero Gilardi, they designed the first furniture in polyurethane foam with an attitude and an anti design approach.
Over time their work acquired an educational, socio-political and cultural function, so much so that in 1972 they were invited to participate in an exhibition organized at MOMA in New York entitled Italy - the New Domestic Landscape and curated by Emilio Ambasz.

Gufram

Gufram is an Interior Design Italian brand globally known for pushing the limits of industrial design. With its Radical Design spirit and its nonconformist experimentation linked to aesthetic, technological and material research, Gufram has created seats and interior design icons that have entered collective imagination: playful, subversive and desecrating products with a POP soul, willingly designed as anti-design items. Gufram was born in Turin as an artisanal entity, where the craftsmen specialized in upholstery, cabinet making and furniture padding met the artistic and international avant-garde with the goal to give birth to a new way of understanding modern furniture. Since 1966 Gufram has been producing design icons that have become unique in form and value thanks to the cross-contamination between the industrial design approach, the artisanal creation and the imaginative flair typical of art. Gufram's unmistakable furniture items like the couch Bocca, the chaise lounge Pratone and the hall tree Cactus (just to name a few), also known as Domestic Sculptures able to interpret the contact point between both the artistic and the design worlds, are now displayed in the most beautiful houses and in the most renowned museums in the world.