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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… Read More
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. Read Less
Published:
Gufram sets itself as one of the most iconic brands in the Italian and furniture industry with international colloborations with famouse designers, like Ross Lovegrove, Denis Santachiara, Dante Donegani and Giovanni Lauda, etc.
 
Improving user experience when buying, by making them part of the Design process with customization; “Pareduvar project” strive on improving the business model of selling Gufram furniture by making a stronger connection with people’s emotions by enjoying the strong and iconic brand values. 
 
The project considered also that taking always in consideration the Ironic, Iconic and Made in Italy can be used to consolidate a strong identity through the final design outcome by inviting artists and designers to do some visuals for a special collection to improve the revenue of the product.
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.

Stats:
 
Pareduvar
 Domus Academy

Design and strategy
  Ali Akay
Burak Hündür
Miguel Silva
 
For
Gufram