DESIGN

The history of the famous BOCCA sofa starts in 1972, when it was designed by Studio65 architects in Turin and produced by Gufram in a limited edition. Inspired by Salvador Dalí's surrealist work depicting the portrait of Mae West, the sensual red lips shaped sofa is considered a revolutionary piece of furniture in the history of design and one of the made in Italy masterpieces.

    Exhibited in the world's most important art and design museums (MET, MoMA - New York, Centre Pompidou - Paris, Design Museum in Monaco etc.), magazine covers and interior design projects, the Bocca sofa was originally conceived for a beauty centre in Milan, as a symbol of feminine sensuality, but also as a metaphor to somehow ironize the new society that preferred appearance over essence. In particular, the studio criticised the myth of glossy magazines and the idea of increasingly wish to look like models or actors.

          "How can the beauty goddess be better represented than in the form of a sensual and ironic sofa, clothed in red?!", architect Franco Audrito wrote. It was originally named Marilyn (although now it is called Bocca), an homage to the famous red-lipped diva, but also to the owner of the beauty centre, Marilyn Garosci, she herself a red lipstick fan. It's the perfect abstraction of sensuality and pop spirit of 1970s design.

          The revolutionary and unconventional aspect (both aesthetically and technically) of this sofa was immediately remarked, so the prestigious American magazine Life was the first to present it. Fifty years on, Bocca retains its irreverent and ironic spirit, its timeless glamorous aesthetics and stands out as one of the most famous pieces of international design.

          Since 1970, Bocca sofa has only been available at Gufram, an Italian design brand that has always been distinguished by its atypical approach. Covered in red fabric, the classic version is available in a limited edition of 1,000 pieces and is still produced using the original mould. However, its image has inspired various versions over the years.

In 2008, two limited editions of 500 pieces each were produced: Pink Lady, a glamorous and stylish fuchsia finish version and Dark Lady, a black gothic-inspired interpretation with an oversized piercing. To celebrate Studio65's 50th anniversary, Gufram premiered a special edition with gold fabric, just 50 couches.

          In 2017, the collaboration with Jeremy Scott, the visionary, nonconformist creative director of Moschino fashion house gave birth to Zipped Lips!, a limited edition of 99 pieces reinterpreted in the context of Moschino Kisses Gufram capsule collection. A gold zip fastener holds the sensuous sofa's lips closed, covered in the famous red fabric.

          Today, 25 colours blend with its sinuous lines, retaining its seductive spirit over half a century after its creation.

Bocca sofa - the star of famous projects

          The Bocca sofa has been chosen by architects, designers and creatives to give an original touch to some of the most important international projects.

• In the lobby of Sanderson Hotel in London, designed by Philippe Stark, Bocca welcomes its guests with its sensual elegance. 

• In Byblos Art Hotel Villa Amistà in Verona, architect Alessandro Mendini chose its sinuous forms to give an extraordinary touch. 
  

• Asked to furnish the interiors of Les Sources de Caudalie resort, fashion designer Martin Margiela chose Bocca to highlight his minimalist design with delicacy.
  

         Its irresistible charm made it the perfect accessory for photo shoots and the star of décor settings around the world. From the first photos of model and actress Marisa Berenson in the 1970s, advertising photos for a famous cosmetics company with Heidi Klum, to world tours featuring artists such as Beyonce, Kylie Minogue and Katy Perry, Bocca sofa has shown its evocative power to the fullest, not only in design field, but also in fashion and entertainment.

          Bocca has also been featured in editorials for some of the world's leading magazines such as Vogue, Harper's Bazaar and Elle and has been portrayed alongside actresses like Anne Hathaway and Alicia Silverstone. Like a real artist, it has been part of memorable shows at Crazy Horse in Paris or Francesco Vezzoli's show at Pompidou Opera in Paris.

          Portrayed by the lenses of famous photographers like Richard Avedon and David LaChapelle, Bocca is still a diva, the archetype of sensuality that still retains its overwhelming vital force, half a century after its creation.

Fun fact: A special edition of the sofa, covered in a unique fabric designed by Italian artist Letizia Cariello and named "Someone" was exclusively created in 2012 for AmFar and auctioned by Sharon Stone for €35,000.