BEETLE SOFT BAR CHAIR
by GAMFRATESI
GamFratesi’s iconic silhouette evolves into a celebration of softness
A SOFTER EXPRESSION
One of the hallmarks of great design is its ability to evolve. Since its conception in 2013, the Beetle has become a landmark of modern seating design, expanding across types, styles, and settings, yet always remaining rooted in GamFratesi’s nature-led vision. Now, GUBI and GamFratesi unveil one of its most significant transformations to date: Beetle Soft - a new expression that embraces volume, softness, and a less formal visual language while staying true to the iconic silhouette that made the chair a global success.
VISIBLE COMFORT
The essence of the Beetle is unchanged: a curved shell and slim conical legs, executed with GamFratesi’s signature blend of Danish minimalism and Italian elegance.
With the Beetle Soft, the emphasis shifts inwards - to tactility, volume, and visible comfort. The classic dual-shell structure is retained, but the tightly tailored upholstery gives way to a softer, fuller padding, with subtle pleats and relaxed folds.
‘Although the chair remains instantly recognizable and keeps its identity, the Beetle Soft introduces a completely new aesthetic to the Beetle Collection. This allows our design to enter new kinds of spaces and appeal to different tastes - reaching audiences with references to design periods quite distinct from the original Beetle’s era.’
- Stine Gam and Enrico Fratesi, GamFratesi
LAIDBACK ELEGANCE
The aesthetic shift from sharp to soft draws on the laidback elegance of 1970s and 1980s interiors, interpreted through a modern lens. The transition aligns with today’s comfort-driven design preferences, while preserving the design intelligence and craftsmanship at the heart of the collection.
EXPLORE THE COLLECTION
SAME SHELL, FRESH SOUL
Although the upholstery and feel have been transformed, the Beetle Soft shares the same recycled plastic shell and base options as the standard Beetle, including its characteristic conical legs. This enables the Beetle to share components and construction processes across the collection, optimizing material use and production efficiency. And just like the wider Beetle Collection, Beetle Soft is GreenGuard Gold certified for the chair and foam, helping to ensure low chemical emissions for healthier indoor air quality. Fabric certification may vary depending on the supplier.
SAME SHELL, FRESH SOUL
Although the upholstery and feel have been transformed, the Beetle Soft shares the same recycled plastic shell and base options as the standard Beetle, including its characteristic conical legs. This enables the Beetle to share components and construction processes across the collection, optimizing material use and production efficiency. And just like the wider Beetle Collection, Beetle Soft is GreenGuard Gold certified for the chair and foam, helping to ensure low chemical emissions for healthier indoor air quality. Fabric certification may vary depending on the supplier.
TEXTURAL TACTILITY, CUSTOMIZABLE EXPRESSION
Fabrics are integral to Beetle Soft’s identity. The new upholstery option, Fustagno, presents a fresh, modern take on a classic 1970s velvet. Exclusive to GUBI, Fustagno is a variant of fustian woven in Italy from 100% cotton. Deep, richly textured and invitingly tactile, it is the perfect material to accentuate the comfort-led expression of Beetle Soft. Introduced in six colors to enhance the chair’s expressive versatility and visual softness, Fustagno heightens tactility and connects the chair to the retro influences that inspired it.
GAMFRATESI
GamFratesi has been working with GUBI since the inception of their studio and the development of the Beetle Chair. With their own dual heritage, Italian Enrico Fratesi and Danish Stine Gam share GUBI’s ability to synthesize seemingly opposing ideas - the classic and the contemporary, the intellectual and the sensual, the understated and the expressive, the manufactured and the unique. These juxtapositions, as well as the boldness and curiosity that drives their desire to find inspiration in unfamiliar territory, are epitomized in the Beetle.