Cassina Stand

For its 90th anniversary Cassina has updated its in-store image with a contemporary retail experience previewed at the imm cologne stand.
Named In-store Philosophy 3, this new phase has been developed by art director Patricia Urquiola. Specific focus has been given to creating dialogue between the brand’s icons through warm living environments based on stylistic details that are outlined in a moodboard of instantly recognisable colours and materials.
Classic materials have been reinterpreted to communicate a contemporary form of expression. For example, living areas are divided by perforated 3D metal sheets and graphic anodized alumnium screens with vertical louvres which, thanks to their particular workmanship, offer different perspectives depending on one’s position and the lighting.
Communication about Cassina’s history has also been made accessible thanks to a series of timeline panels that explain the brand’s key moments in 5 sections: Pioneer. Authenticity. Sofa Craftsmanship. MedaMade. Cultural Influencer.