Cassina 9.0. 2017-1927 “This Will Be The Place”: a monograph that explores contemporary social behaviour and its possible impact on the future of interiors.

"This Will Be The Place"

Presented in London with products from the 2017 Collection.


For its 90th anniversary Cassina presents the monograph “This Will Be The Place”, edited by Felix Burrichter (editor, creative director, and founder of PIN–UP magazine in New York) and published by Rizzoli.

In 1977, Cassina commissioned Mario Bellini to create the ‘The Book of Interiors’, an abacus of products differentiated by function and material studied for Cassina with hypothetical suggestions on how to best furnish the contemporary home. This first approach to interiors was the starting point for Cassina’s on-going project.

Forty years later Cassina has commissioned a study on how an evolving society could influence the future of interiors: the result is the 352-page monograph ‘This Will Be The Place’.

This pioneering book is divided in two sections: theoretical and photographic.

In the first part, five figures from the worlds of architecture and design share their thoughts about how anthropological and sociological aspects of life could change our living habits.

The second part of the book takes a defiantly visual approach and converts the ideas discovered in the interviews into five photographic scenarios featuring Cassina furniture in possible home environments.


A selection of these photos are exhibited at the Cassina London Showroom in Brompton Road during the 2017 London Design Festival, together with products from the recently launched 2017 Collection.