Gufram - Softcrete modular couch

From Auguste Perret’s pioneering approach, moving through Le Corbusier’s Copernican revolution, to Tadao Aando’s purity, the use of concrete in architecture has been a permanent feature of the modern language. Be it interpreted as liquid stone, velvet modular pattern, plastic surface, or material magma, concrete has always been viewed by architects and designers as a material with a rough texture and cold soul, to be investigated, shaped and taken to extremes as in the Brutalist experiences of the 50’s. It was only with designer Ross Lovegrove that concrete became a synonym for comfortable, soft and warm. And in this wonderful contest we find the chemistry between the company Gufram and the English designer. Softcrete, the name of this family of seats whose name is an oxymoron of contents, is today a comfortable and comforting sitting room outside the box. Made of polyurethane foam, this modular couch, made up of central elements, angle elements, and a coffee table, it comes in 2014 within a new chaise-longue, and provides infinite ways of arrangement. With Softcrete Ross Lovegrove defines a new tautology: soft as concrete. Please make yourselves at home.

Ross Lovegrove

Ross Lovegrove (born 1958 in Cardiff, Wales) is an industrial designer.
Lovegrove studied at Manchester Polytechnic (now Manchester Metropolitan University), graduating with a First Class BA in Industrial Design in 1980 and then went to the Royal College of Art, London in 1983 where he completed his master of design. His inspiration mainly comes from organic forms and structures.

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.