Cassina opens a directly owned store in Shanghai. During the opening event a live reconstruction of the legendary Veliero bookcase by Franco Albini.

Cassina has opened a showroom located close to Nanjing West Road, an area that hosts high-end fashion and lifestyle brands.

The store, distributed on two floors, has been designed with the In-store Philosophy 3 concept, a new phase of Cassina’s coordinated image developed by the brand’s art director Patricia Urquiola. Granules of marble, wood and aluminium have been expertly mixed, and the use of colour creates a warm and welcoming home atmosphere for the space.

During the opening event, Cassina’s high quality craftsmanship was highlighted thanks to a design talk between Xu Wang, Editor in Chief of AD China, and Marco Albini, son of Franco Albini and Head of the Albini Foundation, about the iconic Veliero bookshelf by Italian architect Franco Albini which was mounted during the opening by a Cassina craftsman.

This visionary project, designed as a unique model in 1940, is a bold challenge to the notions of balance and has been brought back to life and made functional thanks to the painstaking research and innovation carried out by Cassina in collaboration with a range of experts from historians to naval engineers.

The opening of Cassina Shanghai further strengthens the presence of the brand in China with the aim of becoming a point of reference for the Asian market, and in particular for the A&D community as well as the end-consumer. As part of Cassina’s expansion programme in China, a 330m2 mono-brand store will also be opened in collaboration with a local partner in Shenzhen, and other spaces will be developed in Nanjing and Wenzhou. Cassina is already present with mono-brand stores in collaboration with local partners in Shanghai and Beijing. The brand is also present with a network of dealers in Hangzhou, Suzhou and Chengdu.

“The Cassina Shanghai Showroom is part of our retail expansion strategy which sees the opening of three directly owned stores this year, Scalo Milano in Italy, Shanghai in China and Madrid in Spain, as well as a second store on the rive gauche in Paris, France, at the beginning of 2017 when Cassina will officially celebrate its 90th anniversary”.  Gianluca Armento, Cassina Managing Director.