Cassina, the authentic contemporary furniture brand, debuts at Design Shanghai with Patricia Urquiola

Shanghai, 9-12 March 2016. Cassina participates for the first time at Design Shanghai, strengthening the brand’s presence in China where, over the past two years, it has opened two mono-brand stores respectively in Beijing and Shanghai.
The Chinese market is becoming increasingly important for Cassina, particularly due to the new highend consumer interested in quality and authentic contemporary design.

Cassina, a first mover for contemporary design
Cassina, founded in 1927 by Cesare and Umberto Cassina in Meda, Italy, is currently celebrating the lead up to its 90th anniversary in 2017 with the C90 programme.
Always a first mover in the exploration of new materials and structural technology, the brand launched industrial design in Italy during the 1950’s, taking a first and completely new approach to serial production by combining traditional craftsmanship with technological skill.
Cassina was pioneering thanks to its striking inclination for research and experimentation working with many important architects and designers who were constantly encouraged to envision innovative designs, a characteristic that still distinguishes the company today.
The Cassina collections feature, for example, pieces by great Italian architects such as Vico Magistretti (the iconic Maralunga sofa), Gio Ponti (the original Superleggera chair), Mario Bellini (the Cab collection in saddle leather), and a series of renowned contemporary figures such as Philippe Starck and Piero Lissoni. The Cassina I Maestri Collection brings together authentic furniture by celebrated modern architects for which the brand has the exclusive worldwide production rights, and includes the iconic LC Collection by Le Corbusier, Jeanneret, Perriand.
Cassina has received a number of internationally acclaimed awards, including three Compasso d’Oro prizes for individual products and one for the company’s work in 1991 in recognition of “its innovative role and forerunning international approach within the Italian cultural and manufacturing sector”.

C90: looking towards the future without losing sight of the company’s origins
MutAzioni (Mutations), the first step of the C90 programme, is a reflection on the brand’s history and an opportunity to cast a contemporary eye on 9 design icons taken from 90 years of history.
In this voyage of knowledge, discovery and development, 4 of the first 5 projects are presented at Design Shanghai (the Wink chaise-longue, the Doge table, the Utrecht armchair and Black Red and Blue chair).
It was not an easy task to choose from the many icons that have marked the evolution of Cassina and contemporary design in general for the MutAzioni project. The selection focuses on models that over the decades have become synonymous with contemporary design but at the same time have never been revised or transformed with the attitude of continuous improvement adopted by Cassina to keep its projects actual and fresh. By rediscovering and reinforcing the identity of these models, MutAzioni underlines the continuous need to adapt to the evolving environment in which we live.

The Rietveld Pavilion inspires Patricia Urquiola for the Cassina stand
Cassina has always been a source of fascination for Patricia Urquiola, the brand’s new Art Director who will also be present in Shanghai from the 8th to the 10th of March (see notes to editor for details).
This can be immediately perceived in the stand’s design which takes inspiration from the Rietveld Pavilion, a temporary structure constructed in Holland in 1955. Various elements from this structure have been transferred to the Cassina stand thanks to the meticulous research carried out by the designer, particularly concerning the separation of structural elements, a recurrent theme in Rietveld’s work.

An inviting home environment welcomes Cassina’s visitors
Inside the Cassina pavilion, an inviting home environment has been recreated with pieces from the 2015 Collection (the Scighera sofa by Lissoni, the Cab Lounge armchair by Bellini, the Lady armchair by Zanuso, the Réaction Poétique accessory collection by Hayon) which have been mixed together with Cassina classics (the MyWorld sofa by Starck, the Veliero and Infinito bookshelves by Albini, the LC4 chaise-longue by Le Corbusier, Jeanneret, Perriand), and a preview of the four products from the justlaunched MutAzioni project.