A toy and a stylish piece of furniture, ready to inspire imaginative play and enhance a corner of a child's room.

Some projects begin with a business plan. Others, with a spark. For GP Atelier, it all started with a quiet certainty that the time had come.

In the years prior, Giulia had been creating meaningful toys of various shapes and purposes for her children—simple objects, full of wonder and intention. Yet one concept kept returning to her: the stand. A timeless setup for imaginative role play, and her personal favourite growing up. It lingered—insistent, inspiring.

This one had to be different from everything else. It had to be light, mobile, versatile, eco-friendly, safe for everyone and… fabulous. Giulia envisioned a beautiful piece of furniture to place in a corner of the kids’ room—charmingly arranged and decorated, always ready to spark the next adventure in imaginative play.

To bring it to life, Giulia needed someone to take on the visual communication and brand identity—someone who could shape an image that truly reflected the heart and values of what she was building. The task was big and multifaceted. This wasn’t just about a logo or a font. It was about making the invisible visible—translating emotion, purpose, and play into a cohesive visual language.

We had to start from the very beginning: the name.