Gufram will be at Milano Design Week 2019 with Lavazza presenting an immersive installation inside the Ventura Centrale hangar: LAVAZZA A MODO GUFRAM.
The focus is the exclusive new Lavazza A Modo Mio system coffee machine, interpreted for the event by Gufram that sublimates a complex dialogue between industry and art, and between design and spirit, with the creation of Deséa Golden Touch by Gufram, the first domestic sculpture by Lavazza.
The meeting of the two brands is celebrated by the Lavazza A Modo Gufram logo, which appears prominently on the Limited Edition coffee maker and seals a solid partnership. This graphical mark placed centrally on the front of the new domestic icon becomes the point of focus from which Gufram’s unconventional touch propagates, transforming the original surface of the casing into precious golden leather punctuated rhythmically by delicate waves. The original texture reprises a drop of coffee that from the first ripple spreads out gradually over the rear section, only to disappear where it meets the water, as represented by the machine’s tank.
The dominant gold colour characterising the exclusive design of the Deséa Golden Touch by Gufram conjures up both the value of Lavazza quality and the inestimable commitment of all the resources involved in the process of growing, selecting, transforming and distributing Lavazza coffee, representing a human value without equal and a repository of priceless expertise.
MILANO DESIGN WEEK 2019
LAVAZZA A MODO GUFRAM
Ventura Centrale, Via Ferrante Aporti 15, 20125, Milan - Italy
Behind Stazione Centrale
Tuesday 9 April - Saturday 13 April
Sunday 14 April
06:00am - 06:00pm
As part of its collaboration with Lavazza, Gufram has carried on an in-depth research project into the Turin-based brand’s identity and legacy, reprising a design created 10 years ago by Setsu & Shinobu Ito and that has now finally been implemented and calibrated in terms of its materials and fabrics to become a real product. The result is Aroma, the club chair that suggests a space of comfort and well-being in which to enjoy a delicious cup of coffee or a drink in peace and quiet. The sleek, flowing contours of the backrest slope down harmoniously and asymmetrically to form the practical tablet arm: an intimate space that accompanies the taste experience with its curving lines.
The New Bocca® Unlimited is the original lip-shaped sofa that celebrates its 50th anniversary in the lounge area at the 2019 Fuorisalone with a new look: an unprecedented new fabric that is more material and structured, available in 25 new colours. It is a new look that changes the known perspective of this design object, which more than any other represents the perfect abstraction of feminine beauty. This space devoted to relaxation and amusement is completed by Roxanne, a swivelling armchair with generous, flowing lines for the utmost comfort.