“What’s your Gender?” - An installation about identities at the London Design Festival 2016.

Cassina explores the concept of identity with a special installation featuring the newly launched Gender armchair by Patricia Urquiola, Art Director of the brand, alongside a photography exhibition entitled “Exactitudes®” by the Dutch artists Ari Versluis and Ellie Uyttenbroek.

Gender, an ever-changing armchair that freely crosses traditional male/ female barriers.
The name of the Gender armchair derives from its changing identity based on a series of chromatic and material combinations. The armchair is dressed in layers, with textures and colours that meet and contrast to adapt to its surrounding environment. Its identity therefore varies: it can be sober or bold, strong or delicate, and depends on its relation with its surroundings.
"I think it is time to blend the concept of gender. Time has changed and there are many sides to society, not only woman and man. I am curious to see how the public will interpret Gender, and whether they will relate to its more feminine or masculine side”. Patricia Urquiola.

Exactitudes®: apparent contradiction between individuality and uniformity.
The concept of identity is further explored in the “Exactitudes®” exhibition by photographer Ari Versluis and profiler Ellie Uyttenbroek showcased on the first floor of the store and in the main window.
Inspired by a shared interest in the striking dress codes of various social groups, the duo commenced this visual project in 1994. Exactitudes®, a contraction of exact and attitude, systematically documents numerous identities from Rotterdam’s heterogeneous, multicultural street scene as well as from a range of international cities. By registering their subjects in an identical framework, they provide an almost scientific, anthropological record of people’s attempts to distinguish themselves from others by assuming a group identity.
The exhibition, which will remain on show until Sunday 9th of October during Frieze Art Fair, features the artworks: the Bears (London 2008), the Fluffies (Limburg 2009), What’s up G (Rotterdam – Berlin 2013), Anna Zaranina (Saint Petersburg 2013), Omen (Amsterdam 2014) and Farmcore (Amsterdam 2015).

The Cassina 2016 Collection.
Alongside the installation, pieces from the recently presented 2016 Collection are exhibited on a series of green, turquoise and orange aluminium platforms.
The Beam Sofa System by Patricia Urquiola made up of soft cushions supported by a beam, a sharp line, that ‘raises’ the flexible and lightweight back and armrest cushions that meet in an skilful embrace. The abstract Props metal architectural accessories by German designer Konstantin Grcic, conceived to be freely interpreted by their user to define space, to functionally support objects or simply to create surfaces. And the limited edition Utrecht armchair by Gerrit T. Rietveld with the innovative Boxblocks fabric by the Dutch artist Bertjan Pot.