September 29, 2023


A Home Grown Success

This Luxe Italian Household furniture Brand Just Opened Its Premier Shop in the Globe in West Hollywood

Highlighted by a exhibit of its style collaboration with the late Virgil Abloh, high-conclusion Italian home furniture model Cassina unveiled its greatest retail store to date in May well on North Robertson Boulevard in West Hollywood.

“We are incredibly fired up to open the premier Cassina Shop in Los Angeles, sharing our distinctive vision of the home with the American public,” says Luca Fuso, CEO of the just about 100-12 months-old organization.

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Curation and arrangement of the quite vivid showroom arrive courtesy of famous Spanish architect and the brand’s artwork director, Patricia Urquiola. Unfold across 13,000 sq. toes, the enormous 3-stage showroom is arranged to intimately mimic distinctive rooms of a residence in a selection of models and moods that showcase Cassina’s layout philosophy ‘The Cassina Perspective’. This exclusive eyesight is rooted in the company’s historical past of blending innovation (Cassina brought serial creation to the Italian home furnishings marketplace in the 1950s and carries on to use superior tech, right now) with craftsmanship.

The keep showcases items from current designers together with those people manufactured from the iMaestri Collection, the company’s custom of collaborating with the foundations of significant architects like Pierre Jeanneret, Charlotte Perriand, Gaetano Pesce, and even LeCorbusier.

“We like to investigation new suggestions with modern designers, but at the exact time with masters from architecture,” states Urquiola, in an job interview at the showroom, relating to the ever-evolving cross-disciplinary undertaking that was recognized in 1973. “This is organic in our perform, but now other providers are having classic pieces from [architecture masters]. For us, it’s been a regular issue.”

The new Cassina store in West Hollywood on opening night.

The new Cassina keep in West Hollywood on opening evening.

Just past 12 months, Cassina’s collaboration with Abloh (the youthful Louis Vuitton menswear designer regretably died ahead of the start) was eventually uncovered. Abloh, whose college important was architecture, dreamed up Modular Imagination which is composed of two beautiful matte black speaker-like cubes with orange pegs that can in shape with each other in several configurations of seating or tables. Doing work with Abloh was “an honor” Uriquiola suggests, “I’m extremely very pleased of that.” Abloh’s Modular Creativity cubes are on exhibit at the retail store in a particular location painted a stunning bright orange.

About the store’s colourful visible language, Urquiola states: “This notion of receiving vitality from color is providing a perception of new knowledge.” The architect explains that the business by itself was infused with a new kind of energy when Fuso arrived on board as CEO five several years in the past. Each individual 12 months considering the fact that his arrival, Cassina has embarked on a new thematic aim in get to carry on propelling the brand’s evolution. “He always has this thought of how to enlarge the vision of the company,” claims Urquiola. “I consider we have a organization with these an amazing heritage—the concern is normally, you know, how to make it breathe.”

At Cassina in West Hollywood, Esosoft sofa by Antonio Citterio and Rio coffee table by Charlotte Perriand.

At Cassina in West Hollywood, Esosoft sofa by Antonio Citterio and Rio espresso desk by Charlotte Perriand.

Remarkable goods on screen in the keep contain Pesce’s Feltri chair protected in classic American quilts in a particular constrained-edition by Raf Simons the Soriana Chair in a limited version of 50 and carried out in possibly black, white or blue denim the Paravento Balla monitor in energetic dazzling orange and inexperienced, based on an initial tempera and pencil sketch by Futurist artist Giacomo Balla and Urquiola’s very own design of a mattress, the king-measurement Bio-mbo, showcasing a large quilted headboard and two aspect wings that offer storage pockets.

Cassina has also modernized the elements they use, an excellent instance remaining the swap designed to environmentally welcoming biofoam now made use of in their traditional Tobi Scarpa-intended Soriana Chair and other items. “There is a lot of analysis on fabrics, on padding, on how to make things that you can dismantle in a quite excellent way,” claims Urquiola. “We are on a very round new route.”

Modular Imagination cube by Virgil Abloh.

Modular Imagination cube by Virgil Abloh.

This year the company’s topic is “Lighting,” and it will be launching a sequence of lights-concentrated items with Dutch designer Linde Freya Tangelder, winner of this year’s Youthful Design Expertise Of The Calendar year prize at Elle Decor’s once-a-year intercontinental style and design awards that acquire spot at Salone. “We are making a sort of environment and language, which for us, is a really fashionable mindset by all the items we have. I hope men and women in this article in L.A. will have an understanding of the language we are making an attempt to produce,” suggests Urquiola, whose other new initiatives involve the design and style of the a short while ago opened Six Senses Rome hotel. (Robb Report has explained it as “sleeker and earthier than any of the city’s other luxury hotels.”)

Requested to explain how she techniques design jobs, Urquiola suggests devoid of hesitation, “I work with my heart.”

Echoes, a e-book celebrating Cassina’s now legendary 50 several years of partnerships, will be launched in the slide by Rizzoli.

Dudet chairs and Sengu dining table, both by Patricia Urquiola, Tre Pezzi armchair (in green) by Franco Albini, and pair of Balla screens by Giacomo Balla.

Dudet chairs and Sengu eating desk, the two by Patricia Urquiola, Tre Pezzi armchair (in green) by Franco Albini, and pair of Balla screens by Giacomo Balla.

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