In-store Philosophy 3: a new way of communicating in-store.For its 90th anniversary Cassina has updated its in-store image with a contemporary retail experience previewed at the imm cologne stand.Named In-store Philosophy 3, this new phase has been developed by art director Patricia Urquiola. Specific focus has been given to creating dialogue between the brand’s icons through warm living environments based on stylistic details that are outlined in a moodboard of instantly recognisable colours and materials.Classic materials have been reinterpreted to communicate a contemporary form of expression. For example, living areas are divided by perforated 3D metal sheets and graphic anodized alumnium screens with vertical louvres which, thanks to their particular workmanship, offer different perspectives depending on one’s position and the lighting.Communication about Cassina’s history has also been made accessible thanks to a series of timeline panels that explain the brand’s key moments in 5 sections: Pioneer. Authenticity. Sofa Craftsmanship. MedaMade. Cultural Influencer.“I believe that the key word in this historical and cultural time is, above all, ‘consistency’. This translates in project precision, intellectual honesty and a vision towards the future." Patricia Urquiola, Cassina Art Director.Products on show at the stand include the key sofas Beam Sofa System by Patricia Urquiola and Volage EX-S by Philippe Starck, two new colour combinations for the Gender armchair by Patricia Urquiola and the Ico chair in a new taupe stained ash-wood version by Ora-Ito, as well as a range of new products.LC Pampas: unique limited editions.Continuous development of Cassina’s icons is also carried out through exceptional projects to keep them contemporary. The limited editions LC1 Pampas small armchair and the LC4 Pampas chaise-longue by Le Corbusier, Jeanneret, Perriand (each available in 400 numbered pieces), are an homage to the travels of Le Corbusier and Charlotte Perriand in South America where they had strong contact with the local artistic and cultural circles, fruitful for the development of the Modern Movement.The models’ upholstery is made from high quality precious hides from South America which have a very characteristic brindled pattern making each piece completely unique.New MutAzioni pieces: the continuous need to adapt to evolving home environments.Launched in imm cologne last year, the MutAzioni (Mutations) project further underlines the importance of adapting to contemporary living.The project brings together 9 design icons taken from 90 years of history. This year at imm cologne Cassina rediscovers the identity of the Casiers Standard (1920’s) container system by Le Corbusier, Pierre Jeanneret, Charlotte Perriand and presents a preview of the 932 armchair (1960’s) by Mario Bellini.Two new projects which join the Black Red and Blue chair (1920’s) and various editions of the Utrecht armchair (1930’s) by Gerrit T. Rietveld, the Doge table (1960’s) by Carlo Scarpa, the Wink chaise-longue (1980’s) by Kita Toshiyuki and the Met armchair and chaise-longue element (1990’s) by Piero Lissoni. A clear manifestation of Cassina’s attitude to support continuous improvement to keep its projects forever actual.
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