12 April 2023
The shop window of the Juventus Store in Milan will soon taken on a special look. On display for Milan Design Week, from 17 to 23 April, will be iconic sculptures by Gufram, who for the occasion have moved away from the typical colourful look of its collections to present some of its most iconic pieces in black and white.
The project “Gufram in Black and White”, with Juventus as partner, brings Gufram's most renowned icons to the five shop windows of the Juventus Store in Corso Matteotti, in a graphic setup made of overlaps, cuts, separations and interaction games. The space will include a football field where the BIANCO CACTUS®, the NERO CACTUS®, the BOCCA® in black and white and the RON RON® - available in the typical black fur together with the new white version - will compete in a fierce match. The collection also includes a black version of PRATONE®, but also BOCCA® in the white edition and a new CACTUS® in shaded black and white.
The Juventus Store will also feature an installation dedicated to a new series of Guframini. Each mini-reproduction is a unique piece identical to the original, made of polyurethane foam which is injected into the previously painted mould and finished by hand thus becoming a unique piece…and above all irreplaceable on a scale of 1:8.
"Gufram in Black and White" for the Design Week continues at Capsule Plaza debuting at Spazio Maiocchi, where the brand presents its new solution for a total living, THE SCULPTED SERIES, designed by long standing collaborator Snarkitecture, the New York-based design practice founded by Daniel Arsham and Alex Mustonen.
“As football and lifestyle naturally crossover, Juventus continues to look to collaborate with leaders and those pushing the boundaries within their industries. We’re proud to partner with Gufram for the Design Week bringing these limited-edition designs to life for the first time in black and white,” stated Mike Armstrong, Juventus Football Club's Chief Marketing Officer.
“The real reason behind this collaboration with Juventus is that I'm a big fan!” revealed Charley Vezza, Global Creative Orchestrator of Gufram. “After many collaborations with various companies in the world of music, fashion, art and automotive, Gufram is now opening up to the world of sport by partnering with a club like Juventus, the largest Italian professional football brand and one of the most successful teams in European football. Juventus, like us, who is an important point of reference within the industry, likes to share experiments and collaborations in other sectors. I think it is interesting to see how a design brand manages to combine these different worlds while always remaining true to itself, demonstrating that radical design has no limits.”
