- The main aim of this project is to enhance Gufram’s brand value, by using Product Design approach to come up with a certain type of typology that enables new ways of communicating ideas, by playing while triggering an urban experience through bringing the outside to the inside, and in consequence something unexpected.
- Playfulness, Apprenticeship is one of the things that can be gathered in this furniture as an everyday experience that bring happiness and game.
Emotional: The illusion of weight, texture and typology that always have been characterizing Gufram.
- Identity. By managing and taking always in consideration the Ironic, Iconic and Made in Italy we can consolidate a strong identity through the final design outcome by
inviting artists and designers to do some visuals for a special collection.
- The power of customization refresh the business model of selling Gufram furniture by giving people the chance to add their favorite visuals which represent their personalities; this experience can end into other activities, such as sharing and creating new possibilities for selling and building a
stronger identity .
- The wardrobe which typology is obtained by approaching the outside as a symbolical element to provide an unexpected understanding by the main idea of bring the outside to the inside in order to provide an ironic experience, full of playfulness and in consequence fully archiving the identity of Gufram, plus the possibility of letting the customer be part of the final outcome by adding an image like a graffiti as the final touch for its own furniture.
Design and strategy