Same Icon, Faster Delivery: The Making of the GUBI Beetle Chair
When GUBI and GamFratesi introduced the Beetle Chair in 2013, it marked a defining moment in contemporary seating design. Inspired by the structure of the beetle’s shell, the chair combined sculptural softness with advanced thermo-plastic engineering. The molded shell, just millimeters thick, achieves strength without rigidity. Precise and defined in appearance, it flexes subtly with the body, ensuring lasting comfort without compromising its silhouette.
That balance of craft and technology transformed the Beetle from a dining chair into a versatile and enduring design mainstay.
More than a decade later, the Beetle enters a new chapter. For the first time, production has moved to the U.S., where it is now assembled and upholstered by skilled craftspeople working to GUBI’s standards. The result is shorter lead times and a renewed energy around an enduring icon.
And it begins with material.
The New Beetle Upholstery Collection
With U.S. production comes a new upholstery collection developed specifically for the Beetle Chair.
The launch includes six fabrics: bouclé, velvet, leather, and high-performance weaves selected for comfort, durability, and everyday practicality. These materials complement the chair’s sculptural form while enhancing its tactile appeal.
Maharam and Cortina anchor the collection, bringing materials designers already know and trust.
It’s a focused offering built to support today’s projects.
Beyond the Collection
In addition to the new upholstery collection, COM is fully supported for the Beetle Dining and Bar Chairs, offering greater flexibility for projects that require a custom solution. Fully upholstered versions and contrast piping remain available, now supported by shorter production timelines.
If you would like to experience the new fabrics in person or begin a custom COM order, contact us for samples and guidance. Our GUBI specialists are available to answer questions, assist with custom configurations, or help you select the right upholstery for your project.
Explore more from the Beetle Collection at Rouse Home.
