Patricia Urquiola nominated Art Director of Cassina

Patricia Urquiola nominated Art Director of Cassina
Cassina starts a new and important chapter of its development thanks to the collaboration with the designer Patricia Urquiola who has been nominated Art Director of the brand.  
As Cassina is preparing to celebrate its 90th anniversary, this partnership further enriches the company’s creative power. 
Cassina has always been a source of fascination and inspiration for the designer, particularly for the research that the company carries out to identify new forms and meanings in the furniture sector, while representing the essence of the modern spirit in design. 
Cassina’s connection to the work of Vico Magistretti, one of Patricia Urquiola’s key influences, is also significant and a legacy for inspiration for the designer.  
“It’s a great honour and a great responsibility to become part of a heritage, a history, an identity so important for international design. My intention is to take into consideration the company’s past, its cultural background, not as a passive container, but as a systematic part of the mind, the integration of processes and the creation of an empathetic relationship.”
Patricia Urquiola
The first projects underway for Cassina and Patricia Urquiola include the renewal of the brand’s historical Midtown New York Showroom, research and development for new projects that will be presented in 2016, and the preparation of Cassina’s extensive 90 year celebration programme for 2016-17. 
Patricia Urquiola will also collaborate in the Creative Management of Poltrona Frau Group where she will work with the Creative Management of Poltrona Frau and with Giulio Cappellini, Art Director of Cappellini.