Radical renovation for Cassina midtownNew York, NY, October 2015: The leading Italian design brand Cassina announces the transformation of its Mdtown New York Showroom which will officially open in November.The concept of the store has been designed by Patricia Urquiola in an exciting first time collaboration and executed by Cassina’s Contract Division.In this Midtown location since 1994, the renewed 6,500 square foot Cassina showroom will also host the other brands from the Poltrona Frau Group (PFG) as well as key products from Haworth.Haworth has been a partner of Poltrona Frau Group North America since 2011 and acquired the majority stake of the Group in 2014.A design renaissance for midtown New YorkLocated at 155 east 56th Street, the Cassina showroom 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.Positioned near the Architects & Designers Building and the Decoration & Design Building (DDB), the neighborhood is currently experiencing an exciting revival which has a strong design influence.Cassina’s presence in New York also includes a second showroom in SoHo which opened in 2008.Inspiration from the great masters of architectureAs Patricia Urquiola’s first project for Cassina, the ground floor 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.Design breakthroughs such as the Veliero bookshelf by Franco Albini are represented by the designer’s typical contemporary view, making them leading architectural and structural elements of the store. The particularity of the ground floor is in fact the study of a graphic boiserie in grey oak with metallic outlines. The planks are positioned to form a “V” shape creating a dynamic pattern on the walls which not only decorate but also divide the area.Another important architectural detail takes inspiration from one of Cassina’s most renowned figures, Le Corbusier. The large asymmetrical windows of the showroom have been influenced by the architect’s design of the Notre Dame du Haut chapel in Ronchamp. The various areas of the store have in fact been elegantly divided with graphic panels have been suspended to create space from one area to another.A domestic environment for the Haworth, Poltrona Frau and Cappellini productsThe Cassina showroom now also houses a selection of key items from Haworth, Cappellini and Poltrona Frau in a separate area in the showroom’s lower level which can be reached by a metal copper staircase.Here the pieces have been mixed together 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, office).A glimpse of the three brands is revealed through a second store window which looks over the characteristic staircase.
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