Cassina Salone del Mobile 2014: Floating forest

Floating Forest A sensorial natural habitat designed by the Japanese architect Sou Fujimoto

On entering Cassina’s stand at the Salone del Mobile in Rho Fiera, a sense of wellbeing immediately overcomes the visitor creating an intrinsic balance between man, nature, comfort and the home.

How the outside influences the inside
The Japanese architect Sou Fujimoto, creator of the Serpentine Gallery Pavilion 2013 and winner of the Golden Lion Award for his participation at the Japan Pavilion at the La Biennale di Venezia in 2012, has designed for Cassina a concept which brings an external landscape into the interior world of Cassina. External influences stimulate creativity and production: this is a notion that Cassina has always sustained. In fact the brand has always been open to working closely with the most talented designers, architects and experts, never building barriers to protect itself from outside influences. The impact of Fujimoto’s floating forest therefore instantaneously emphasizes this clear association between Cassina and its relationship with the outside world whilst at the same time recalling the brand’s long held heritage in carpentry workmanship, making it the perfect backdrop for its new collection.

A primitive future where architecture is shaped by nature
In an encounter between the archetypal house and the image of tomorrow’s living space our stereotypical idea of the house is contaminated. By imagining the future, Fujimoto rediscovers our natural origins: walls and ceilings fade away and are replaced by weightless trees which seem to float through the Cassina stand in timeless harmony. Following the natural path of evolution, Cassina’s strong production values and traditions are projected towards the future in a home environment where design and innovation are intensified by a natural setting. Numerous mirrors suspended from above reflect and multiply this natural forest setting to infinity, creating volume and at the same time space, with endless possibilities. The various living environments are divided by transparent separations which define yet connect the space and, like the typical Ancient Roman home, each room leads towards a large central area which acts as the core, where one can meet, exchange ideas and contemplate on the new Cassina Collection on display.

Organic scenography for Cassina’s 2014 Collection
Cassina’s 2014 Collection boasts new designs by Jaime Hayon, Piero Lissoni, Luca Nichetto, Patrick Norguet and Jean Nouvel, and re-editions from Le Corbusier, Pierre Jeanneret, Charlotte Perriand and Marcel Breuer. Each product, which fluidly dialogues with its surrounding natural habitat, is exhibited in the central area of the stand in an almost abstract way to highlight the content of each project. Cassina sustains creative research and innovation Fujimoto’s installation is testimony of Cassina’s continuous commitment to studying and promoting the role of contemporary design and architecture in today’s world. Always sensitive to research and innovation, the brand opens up the debate on the relationship between man and his surrounding living environment.

Cassina sustains creative research and innovation
Fujimoto’s installation is testimony of Cassina’s continuous commitment to studying and promoting the role of contemporary design and architecture in today’s world. Always sensitive to research and innovation, the brand opens up the debate on the relationship between man and his surrounding living environment.

Sou Fujimoto’s biography
Sou Fujimoto was born in Hokkaido in 1971. After graduating from the Department of Architecture, Faculty of Engineering at Tokyo University, he established “Sou Fujimoto Architects” in 2000. Fujimoto designed “the Serpentine Gallery Pavilion 2013” and has become the youngest architect to accept the invitation to design a temporary structure for the gallery. In 2012, he participated in the exhibition at the Japan Pavilion at the International Architecture Exhibition – La Biennale di Venezia, which was awarded the Golden Lion for Best National Participation. His most important works include the Final Wooden House (2008), House N (2008), the Musashino Art University Museum & Library (2010) and House NA (2011). Among other multiple awards, Fujimoto was also granted the “Grand Prize” for AR Awards 2006 (Children’s Center for Psychiatric Rehabilitation), the first prize in the international competition for “Taiwan Tower” and “Beton Hala Waterfront Center” in 2011.

Download