Cassina opens in Dubai with Poltrona Frau Group ME

Cassina represents Italian excellence throughout the world thanks to its constant research for outstanding quality of materials and elegant forms.

The 270m2 Cassina store is distributed on two floors and is characterised by In-store Philosophy 3, a new phase of the company’s in-store image developed by Art Director Patricia Urquiola which offers a refreshed contemporary retail experience.

Classic materials have been reinterpreted to communicate a contemporary form of expression. For example, areas are divided by perforated 3D metal sheets and graphic anodized aluminium screens with vertical louvres which, thanks to their particular workmanship, offer different perspectives on the living environments. Specific focus has also been given to creating dialogue between the brand’s products through warm living environments based on stylistic details that are outlined in a moodboard of instantly recognisable colours and materials.

Iconic products such as pieces from the LC Collection by Le Corbusier, Pierre Jeanneret, Charlotte Perriand, and the Lady armchair by Marco Zanuso are displayed alongside new designs like the Floe Insel and Beam Sofa System sofas both by Patricia Urquiola.

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.

Cassina Dubai is part of a retail development strategy that includes the opening of three directly owned stores in 2016 (Scalo Milano, Shanghai, Madrid) and a second store on the rive gauche in Paris in 2017. An acceleration which underlines the importance of international distribution for the company already present with its own stores in London, Meda, Milan, New York Midtown, New York SoHo and Paris, as well as through a strong network of partners and dealers around the world.