Cassina Midtown New York Showroom: a first project with Patricia Urquiola

Cassina Midtown New York Showroom: a first project with Patricia Urquiola

The concept of the Cassina Midtown New York Showroom, executed by Cassina’s Contract Division, has been designed by Patricia Urquiola in an exciting first time collaboration.

In this Midtown location since 1994, the renewed 6,500 square foot store also hosts the other brands from the Poltrona Frau Group (PFG) as well as key products from Haworth. Located at 155 east 56th Street, the store aims to strengthen the brands’ presence in the area confirming it as a key destination to serve both industry professionals and consumers with an interest in high quality and authentic design.

The showroom has been inspired by Cassina’s hallmark history which reflects the work of the great architectural masters of modernism whilst paying particular attention to the use of innovative materials. The forms of design breakthroughs such as the Veliero bookshelf by Franco Albini have been used as inspiration for architectural and structural elements of the store, developed with the designer’s typical contemporary view. For example, a particularity of the showroom lies in the graphic boiserie in grey oak with metallic outlines. Planks are positioned to form a “V” shape creating a dynamic pattern on the walls which not only decorate but also divide the area.

Metal netted panels have also been suspended to elegantly divide the various living zones.

Another important architectural feature takes inspiration from one of Cassina’s most renowned figures, Le Corbusier: details of the asymmetrical windows of his Notre Dame du Haut chapel in Ronchamp have been reconstructed as part of the showroom’s project.

The Cassina showroom now also houses a selection of key items from Haworth, Cappellini and Poltrona Frau in the showroom’s lower level which can be reached by a metal copper staircase. Here the pieces have been mixed together with the Cassina models to create dynamic and welcoming living spaces. Patricia Urquiola, who works closely with Haworth on art direction, product and spaces, has imagined a raised apartment to showcase the products which have been mixed perfectly to give the sensation of a private apartment divided into multifunctional areas (living room, dining room, relax area, bedroom and office).