Cassina Madrid: a new directly owned store in the Salamanca district, designed by the brand’s Art Director Patricia Urquiola.

Cassina Madrid: a new directly owned store in the Salamanca district, designed by the brand’s Art Director Patricia Urquiola.

Cassina has opened a 360m2 showroom in Barrio Salamanca, an area of Madrid that hosts a number of high-end brands from the luxury market. The project for the two floor store with three windows that look out onto Calle Lagasca was carried out by the Contract division of Cassina.

Following the opening of a Cassina mono-brand store in Barcelona in 2014 in collaboration with a local partner, Cassina Madrid will further strengthen the brand’s presence in Spain and become a point of reference for the local A&D community, the end consumer and the Latin American market.

Cassina Madrid has been designed with the In-store Philosophy 3 concept, a new phase of the brand’s coordinated image by art director Patricia Urquiola. The store is particularly characterised by classic materials that have been reinterpreted to communicate a new and contemporary form of expression. On entering, a path of marble granules (seminato Veneziano) contrasted with warm brushed oak and black resin flooring, lead the visitor into the showroom where iconic products by Cassina such as the Utrecht armchairs by Gerrit T. Rietveld and the recently launched Gender armchair by Patricia Urquiola are displayed.

Strong toned anodized aluminium metal sheets hang on the wall like works of art and colorful accents, blue, green, orange, red and mustard, highlight the impact of the products in each setting.

The ground floor features a range of products displayed in inviting home atmospheres that have been divided by graphic anodized alumnium screens with vertical louvres. The particular workmanship of the screens results in a wavy effect that offers different perspectives of the space depending on one’s position and the lighting. Characteristic perforated 3D metal sheets in various colours also define areas of the store as well as the staircase leading to the first floor where further living environments are presented to the visitor.

Cassina Madrid is part of a retail development strategy that includes the opening of three direct stores in 2016 (Scalo Milano, Shanghai, Madrid) and a second store on the rive gauche in Paris in 2017.

“It is a space that is not personal and is not neutral. It is not a home neither a showroom. It is a meeting point for clients and architects. It is a place to communicate and listen to our public. It is the home for Cassina fans and new Cassina lovers. It is the home of research.” Patricia Urquiola.