Featuring the Integrated Cassina Worldwide Store Concept
Los Angeles, December 2013
- Cassina, the leading design and lifestyle brand that represents Italian excellence throughout the world, reopens its doors to unveil a new design. The 2,500 square foot space, which has undergone drastic renovations, features the brand’s global store design which is being incorporated in showrooms worldwide.
The concept features soft gray tones for the walls and wood flooring, and wooden screens which divide the space yet preserve a sense of fluidity and transparency. This industrial style embodies the warm and welcoming mood characteristic of Cassina and provides the perfect backdrop for the brand’s historic and contemporary collections which come together in various home environments. The showroom will house recent editions by renowned contemporary designers such as the Volage bed and bench by Philippe Starck, which features innovative industrial workmanship in capitonne developed by Cassina, and the versatile modular Miloe sofa by Piero Lissoni.
By implementing this worldwide store concept, we want to create an atmosphere that reflects the authentic personality of the Cassina brand and create a welcoming environment that does credit to the history and innovation of the products that the showroom houses.” says Gianluca Armento, Brand Director of Cassina.
Cassina L.A., in partnership with DIVA Group since 2006, continues to flourish thanks to the unflagging support and promotion of contemporary Italian design.
“We are extremely excited to introduce our newly remodeled Cassina showroom to the Los Angeles market. Our new store concept has all of the elements of authentic contemporary Italian design mixed with the West Coast’s casual aesthetic”, says Stephanie de Oliveira, founder of Diva Group. “This combination allows our customers to incorporate the pieces to any home or design project. There’s no limit to the collection, it’s modern, while still being approachable and comfortable.”
Cassina, founded in 1927, launched industrial design in Italy during the 50’s. The company was pioneering in the way it showed a striking inclination for research and innovation, working side by side with important architects and designers with differing backgrounds and encouraging them to envision fresh designs, a characteristic that still distinguishes the company today. Cassina’s identity lies infact in an innovative fusion that closely links technological skill with traditional craftsmanship.
In 1964 the Cassina I Maestri Collection began with the acquisition of the exclusive worldwide rights to produce four models designed by Le Corbusier (who was living at the time) together with Pierre Jeanneret and Charlotte Perriand. Over the following years this collection has exclusively brought together some of the most iconic furniture by the great architects of modern classics working in close collaboration with the heirs and official foundations (Gerrit T. Rietveld, Charles R. Mackintosh, E. Gunnar Asplund, Frank Lloyd Wright, Charlotte Perriand and Franco Albini).
Today many important Italian and international designers and architects collaborate for the Cassina I Contemporanei Collection including: Mario Bellini, Rodolfo Dordoni, Piero Lissoni, Vico Magistretti, Luca Nichetto, Gaetano Pesce, Gio Ponti and Philippe Starck.
This transversal culture of absolute quality defines the uniqueness of each Cassina piece.
In June 2013 Cassina acquired Simon – the historical Italian furniture design brand founded by Dino Gavina and Maria Simoncini: two pioneering companies united today by an experimental approach and the expression of the relationship between culture and production. Cassina SimonCollezione, inserted in the Cassina I Contemporanei Collection, brings together renowned names such as Carlo Scarpa, Marcel Breuer and Kazuhide Takahama.
About DIVA Group
DIVA GROUP was established in 1985 and since its inception has become the prominent destination for modern European furniture, lighting and accessories in Southern California. Located in the heart of West Hollywood at the intersection of fashionable Robertson and Beverly Boulevards, DIVA GROUP houses its collections in four separate showrooms in over 10,000 sq ft. In 2001 DIVA GROUP opened its second location in Seattle, extending the same refined aesthetic.