Gubi: The Most Talked-About Name
The Danish editor reviving forgotten designers (Paavo Tynell, Greta Grossman) and setting a mid-century glamour. Why Gubi is everywhere.
1 MIN · 2 OBJECTS IDENTIFIEDIf one brand sums up the taste of the 2020s, it is Gubi. The Danish editor has become omnipresent by reinventing a strategy: unearthing forgotten designers and giving them a second, glamorous life.
The Gubi method
Rather than creating ex nihilo, Gubi reissues: the brass lighting of Paavo Tynell, the pieces by Greta Grossman, the Beetle chair, the Bestlite lamp. Less canonical mid-century, more sensual, perfect for Instagram.
Why it works
Gubi sits in the space between the unaffordable icon and the soulless dupe: careful, desirable reissues at an “accessible premium” price. And an art direction (showrooms, imagery) honed to the millimetre.
The flip side
By being everywhere (the velvet, the brass, the Gubi curve), the brand risks over-exposure — the fate of any aesthetic that succeeds too well. One to watch.
Spotted a Gubi piece? Scan it on Beyit: the original, and its alternatives.
One photo, every piece identified.
Your room, a shop window, an inspiration screenshot: send the photo, we find the pieces and their alternatives at every price.
On iPhone, the app does the same from your camera.
The pieces, at your budget.
Every piece mentioned, with its alternatives — from vintage to dupe.
Gallery
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