GUBI presents the Beetle Soft Chair

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.

‘Beetle Soft isn’t just a softer version – it represents a shift in sensibility. The design leans into the warmth and optimism of the 1970s, a decade rich in personality, comfort, and relaxed sophistication. It introduces a softer, more tactile silhouette that captures the inviting charm of the era while staying true to the Beetle’s enduring character.’
– Marie Kristine Schmidt, CEO, GUBI

A softer expression of the Beetle archetype
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. A multi-layered construction of cut foam, particle foam, and wadding creates a cocooning experience, evoking a more spontaneous and informal expression while preserving the Beetle’s distinctive charm.

‘Beetle Soft demonstrates the strength of the Beetle design and its ability to continue evolving. Through refined upholstery and by exploring the potential of the shell, we are shifting towards the design language of the 1970s, where softness plays a key role and the contrast between the outer shell and the inner volume becomes even more pronounced. In the Beetle Soft, craftsmanship and design are in perfect balance.’
– Stine Gam and Enrico Fratesi, GamFratesi

This shift in upholstery detail enables one of the more noticeable changes to the design. The absence of piping – a defining detail of the classic upholstered Beetle Chair – allows for a smoother transition between seat and backrest, reinforcing the sense of softness and informality. Seen from the front, the chair presents a new, seamless fluidity; seen from the side, the silhouette is unmistakably Beetle.

From formal to familiar: furniture for modern living
The aesthetic shift from sharp to soft draws on the laidback elegance of 1970s and 1980s interiors, interpreted through a modern lens. It marks a distinct departure from the formal, structured sensibility of 1950s design – an aesthetic that initially inspired the Beetle – and moves toward a plush, relaxed expression. The transition aligns with today’s comfort-driven design preferences, while preserving the design intelligence and craftsmanship at the heart of the collection.

‘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

Textural tactility, customizable expression
Fabrics are integral to Beetle Soft’s identity. GUBI is well known for velvet – particularly in the Beetle Collection, but also for its commitment to continuous innovation. 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.

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.

Available in dining, counter, bar, meeting, and lounge variants with all the familiar base options, Beetle Soft maintains the versatility that defines the Beetle family. Whether placed around a dining table, in a private lounge, or a boutique hotel, Beetle Soft invites you to sit back, relax, and feel at home.

‘The transformation reflects how great design evolves to remain relevant – adapting its expression while preserving the striking originality of the Beetle. Beetle Soft is a statement of adaptability – proof that good design grows, evolves, and responds to the world around it. It’s a chair that listens to its time and continues to lead with inherent confidence.’
– Marie Kristine Schmidt, CEO, GUBI