cassina unveils its midtown new york showroom designed by patricia urquiola
image © nkubota

 

 

 

in september 2015, poltrona frau group appointed patricia urquiola as art director of its sister brand, cassina. her first project in this position was to design the leading italian furniture company’s midtown new york showroom, executed in collaboration with its contract division. located at 155 east 56th street since 1994, the cassina showroom aims to strengthen the brand’s presence in the furniture contract sector, confirming it as a key destination for both industry professionals and consumers with an interest in high quality and authentic design.

cassina midtown new york showroom patricia urquiola designboom
the cassina showroom has been envisioned as a domestic living environment
image © nkubota

 

 

 

patricia urquiola drew on cassina’s hallmark history — reflecting on the work of the great architectural masters of modernism and their innovative use of materials — in her scheme for the 6500 foot space. for example, the ‘veliero’ bookshelf by franco albini has been referenced in the structural elements of the store. another important architectural feature draws from one of cassina’s most renowned figures, le corbusier, with details of the asymmetrical windows seen at his ‘notre dame du haut chapel’ in ronchamp being reconstructed as aperatures within the showroom’s overhaul.

cassina midtown new york showroom patricia urquiola designboom
window details from le corbusier’s ‘notre dame du haut chapel’ in ronchamp are seen in the showroom’s overhaul
image © nkubota

 

 

 

a particular characteristic of the showroom is seen in the graphic boiserie rendered in grey oak, with metallic outlines. to create a dynamic visual throughout, planks have been positioned to form ‘V’ shapes, resulting in a dynamic pattern on the walls which serve not only as decoration, but also as a means of dividing the area. metal netted panels are also suspended to further organize the showroom into various living zones.

cassina unveils its midtown new york showroom a first project with patricia urquiola designboom
planks positioned in ‘V’ shapes create a dynamic pattern on the walls, while also dividing the area
image © nkubota

 

 

 

the new cassina showroom is a domestic environment that also houses a selection of key items from haworth, cappellini and poltrona frau on its lower level, reached by a metal copper staircase. here, the pieces have been mixed together with cassina models, which offer a welcoming living room for visitors and clients alike. patricia urquiola, who works closely with haworth on art direction, product and other workplace spaces, has imagined a raised apartment that showcases the products in a way that perfectly misses them to get the sensation of a private apartment, separated into multifunctional areas: a living room, dining room, relaxation area, bedroom and office.

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‘wink’ chaise-longue by toshiyuki kita, cassina i contemporanei collection, 1980 on show at the cassina showroom
image © nkubota