GUBI SALONE 2023
– The baths, the Beetle, and the beauty of living beyond boundaries
For Milan Design Week 2023, GUBI took over the iconic Bagni Misteriosi to stage an immersive sensory spectacle. GUBI SALONE 2023 brought together cutting-edge contemporary creativity with timeless icons of 20th-century design.
Unfolding in the atmospheric Sala Mosaico, the TEN exhibition celebrated 10 years of the Beetle Chair by GamFratesi with 10 artistic responses to its ground-breaking design. Distinct from GUBI’s wider showcase, TEN presented the architecturally striking space as a ‘laboratory of design’.
BEETLES ON PARADE
The path led visitors from the Beetle-inspired artworks of TEN into a fabric-draped space celebrating the Beetle as an expansive and versatile furniture family. Lined up on parade to greet the visitor, the dining chair variants included the classic Beetle, alongside fully upholstered and 3D veneer, and outdoor versions of the chair. Glossy Turbo Pendant lights illuminated the room, helping to emphasize that the Beetle can be seen as a sculptural object as much as a practical piece of furniture.
Stepping inside a snapshot of GUBI’s universe, materials, colors, textures, atmospheres, and styles come together layer by layer to showcase the brand’s aesthetics.
In the relaxed but refined ambience of a modern member’s club, classic and contemporary pieces came together.
In the transitional space of the Sunroom, the boundaries between indoor and outdoor blurred. Dominated by raw, natural materials such as bamboo and rattan, the Sunroom brought the feel of the outside into the interior.
Earth-toned GUBI rugs and billowing drapes transformed the Sale Gemelle into a Moroccan-style tent, a 1970s bohemian vision that provided the perfect backdrop for Gabriella Crespi’s refined lounge lifestyle.
Dressed in natural leather and earthy yellows and oranges, GUBI’s 1970 living-room reinvention was a celebration of unconventional interiors and comfort-focused furniture.
Beside the Bagni Misteriosi’s epic swimming pool, GUBI lived la dolce vita, a warm and inviting fusion of design sensibilities that married sophisticated Riviera chic with a flourish of contemporary hedonism.