Gugliermetto Experience

Gugliermetto Experience is a brand that creates innovative, fun, ironic, comfortable and functional sofas, armchairs, poufs. Furniture designed by Diego Maria Gugliermetto, who likes to create products that evoke, in aesthetics, the dreamland of Wonderland, where Gugliermetto himself plays the role of Mad Hatter. In the 1950s, the Gugliermetto family headed Gufram, a furniture company in Grosso, not far from Turin. In an area where craftsmanship is synonymous of tradition and classic style, Gufram chooses to break with the past, creating modern furnishings, as the meaning of its acronym clarifies: Gugliermetto Fratelli Arredamenti Moderni (Gugliermetto brothers modern furnishings). The Ginetta armchair is one of the first icons of the revolution triggered by the Gugliermetto family: two-tone upholstery, red back and seat, black armrests. This creation looks like a business card of the company's strengths: search for new forms, bold color combinations, tireless experimentation with innovative materials, such as polyurethane, finished and decorated with GuGom, a unique and personal finish of its own formulation.
The Sixties consecrate the Gugliermetto brothers as ambassadors of Italian Radical Design, thanks to the collaboration with the Turin avant-gardes, who give life to creations with an irreverent, provocative and ironic design. In this period of great creative ferment, Diego Maria Gugliermetto, son of art, as well as an apprentice in the family business since childhood, grows up. The love at first sight with Pop Art and the passion for architecture, design and light marked his training at the Polytechnic of Turin and later professional as an interior designer. Starting from the revolution introduced by his father's company, Diego Maria deepens the surreal vision of the same, in the sign of an alternative innovation, in search of his own personal dimension as a designer, craftsman and entrepreneur in the company he owns: the G- Experience.

The vision of the Gugliermetto Experience

Inspired by the Manifesto of Futurism, published in 1909, more than a hundred years later, Diego Maria Gugliermetto participates in the writing of the Manifesto of Italian Design, together with a group of creatives with common concepts and a common desire for renewal. Diego Maria and his team relaunch the vision of futurist intellectuals and artists, reinterpreting it and adapting it to the historical moment they are experiencing. Diego Maria and his team aim to overcome the rigorous rules of international marketing and standardized style, supporting the true essence of innovation that lies in originality, uniqueness, amazement. In Diego Maria, innovation is the realization of a dream, the ambition of the Mad Hatter. It can be explained by re-proposing commonplaces (various objects, food, nature) in an ironic, funny, wonderful, provocative and irreverent way, multiplying their real dimensions. The results are hyperbole by excess that take shape thanks to a long and meticulous craftsmanship, rigorously done by hand, within the G-Experience laboratory in Balangero, Turin. The challenge for Diego Maria is not to fall into aesthetic and artistic virtuosity. This means that G-Experience creations are not works of art for their own sake, but furniture, design furnishings that are functional to the environment that hosts them.