Miami, 12 / 2015

TOILETPAPER, the image-only magazine created by Maurizio Cattelan and Pierpaolo Ferrari, brings its ironic wit overseas to the international art fair, UNTITLED Miami Beach.
The lounge at UNTITLED will be dressed in the new carpets of the Seletti Wears TOILETPAPER collection – presented for the first time ever - alongside the iconic pieces produced by Gufram and imagined by TOILETPAPER, including a new version of THE END in "real-faux" Carrara marble, made especially for the celebrations of the brand's 50th anniversary.

With this new adventure, the synergy between TOILETPAPEPR, Gufram, and Seletti finds a way to emphasize the close relationship between art and design.

The creative genius of Cattelan and Ferrari has found in Gufram an outstanding partner to produce unconventional furniture, reinterpreting the irreverent pop spirit of radical design in a contemporary key.

At UNTITLED the lounge will be hosting SOAP, GOD, and THE END - three limited edition pieces that have become icons of the brand's production.

SOAP, as suggested by its name, is a giant pouf in the shape of a bar of soap, a solution to the perennial problem of dirt in the house, while GOD represents an ode to fertility inspired by the shape of the Cactus designed by Drocco&Mello, one of the most prized and popular products from Gufram.

And finally, THE END: an ironic epitaph created by Maurizio Cattelan and Pierpaolo Ferrari to sanction the “end“ of the Gufram brand - but also suggest its new beginning. THE END is therefore presented in Miami in a limited series of "real-faux" Carrara marble, with a gold inscription: this version of the seat is part of the special editions produced in celebration of the fiftieth anniversary of Gufram, founded in 1966.

In the words of Maurizio Cattelan and Pierpaolo Ferrari, "For Gufram's 500th anniversary, we've decided to give the brand a stroke of life with this special version of the tombstone. Following an archaeological excavation we have found the first sign hanged outside the factory dated 1516. It was engraved in Carrara marble by the guild of the Turinese masons. Recreating this centenary connection on 500 tombstones seemed to us the best way to celebrate."


Made in flexible expanded polyurethane and finished completely by hand, THE END is then coated in Guflac, the patent varnish designed by Gufram that allows for the preservation of the softness of this material, and at the same time, the creation of a wide-ranging variety of finishes. In this case, the Guflac is processed so as to perfectly replicate precious Carrara marble, one of the hallmarks of classical art.

The link between TOILETPAPER and Seletti finds its raison d'être in accessibility, with the pairing of the artistic images of the magazine with everyday materials available at affordable prices. The Seletti Wears TOILETPAPER collection - which consists of tin tableware and porcelain plates, along with umbrellas, mirrors, and coffee tables - is enriched by a series of round and rectangular area rugs, presented in Miami for the first time, that will cover every surface of the  lounge. A very strong glance to highlight the importance of this new adventure.

The twelve images selected by Maurizio Cattelan and Pierpaolo Ferrari - Eyes, Toad, Parrot, BMW, Fingers, Insects, Sausages, Theet, Phones, Roses, Two of Spades, Legs - are printed on the fabric using inkjet machinery that is specially designed for larger formats; the final step is a special heat treatment to ensure the print's resistance and the vividness of the colors.

This new addition to the Seletti Wears TOILETPAPER catalog is confirmation of the brand's attention for the most avant-garde creative projects and a will to integrate them with objects in everyday use.

The Seletti Wears TOILETPAPER area rugs will be available for purchase only at the UNTITLED lounge, giving the possibility to the customers to furnish their dwells with actual works of art created by Maurizio Cattelan and Pierpaolo Ferrari.

Stefano Seletti, the brand's Art Director: “The TOILETPAPER collection is a neverending challenge, a constant push to look for new ways to interpret the genious images by Maurizio and Pierpaolo. The decision to develop an area rugs collection is a crazy idea, unconventional and non-conformist and surely a winning one. Presenting it at UNTITLED for the first time is a way to highlight our choice and to offer to the public of Miami Art Week something unique”.

In the space of the UNTITLED lounge, the public will be immersed in a signature TOILETPAPER living space – from the floor, covered with Seletti-produced carpeting, to the SOAP and THE END seats made in collaboration with Gufram; GOD will enrich the exhibition with its totemic presence while umbrellas, tablecloths and other Seletti Wears TOILETPAPER items will contribute to the creation of a surreal and over-the-top atmosphere.