Whether it’s spotted on a traffic-laden freeway or the foundation of a city skyscraper, concrete is everywhere — yet it often comes with robust and rigid connotations. Enter Trueform: a company that transforms concrete into bespoke home finishes and, in doing so, reimagines this often-utilitarian material as an artistic medium.
“There’s a calming effect to concrete,” explains Paul Grech, the brand’s creative director. “Its presence is stoic [and] effortless… as if it knows something, but wants you to find out on your own. You can let go of the idea of perfection for a change and just allow your gaze to wander over the surface.”
Since the company’s founding in 2006, Trueform has sought to fill a gap in the market by crafting unique objects that address very specific functional or aesthetic challenges. Its secret weapon? Trueform’s signature GFRC concrete (glass fiber reinforced concrete), a durable mix intended to create enduring, heirloom-quality products. Combined with an intricate finishing process — which often includes wet polishing, slurry, and hand-sanding — Trueform’s concrete is a smooth, uniform canvas.
Each project taps into Trueform’s library of reusable molds as well as a casting process that includes a mix of pouring, spraying or hand-packing the GFRC concrete. Though Trueform’s “Classic” finish is a key pillar of the brand’s offerings, it’s seldom boring. From topographic sink basins to contemporary countertops, to the undulating fireplace surround crafted in partnership with designer Leyden Lewis, Trueform’s projects require a combination of preparation, experience, and quality materials.
“Roughly half of our business is commissioned, whereby we receive drawings or models of novel objects that our clients are seeking,” Grech explains. “A twelve-foot, UPC-certified sink that looks like it was carved from a single piece of wood is not something you can readily purchase anywhere.”
Trueform might be known for its “right angles and modern, minimalist forms,” but Grech says its visual identity has gradually shifted over the past 20 years. Case in point: The brand’s Woodform Concrete, which blends the strength of stone with a wood-like aesthetic, offers warmth, texture, and character. Meanwhile, Trueform’s Vivid line boasts eight additional colorways to bring out a bold streak. “Our newer standard products are also quite distinct,” he adds. “We’re taking on more complex forms, some organic in nature and others echoing ancient architecture.”
Whether the brand is creating a more conventional setup or straying away from the norm, Grech says Trueform’s products require a trusting, synergistic relationship with their respective clients.
“What I love most about this company is the caliber and creativity of those who seek our services,” he says. “They continue to push us toward the outer boundaries of our comfort zone. If we have done great work, it’s often because our clients both expect and evoke this quality from us.”
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