Cassina, the renowned Italian furniture brand, recently opened its largest store to date in West Hollywood, showcasing its collaboration with the late Virgil Abloh. Spanning 13,000 square feet and three levels, the showroom is a carefully curated space that embodies Cassina’s design philosophy known as ‘The Cassina Perspective’. The store showcases the brand’s rich history of blending innovation and craftsmanship, featuring pieces from current designers as well as those produced in collaboration with architecture masters.
Noted Spanish architect and the brand’s art director, Patricia Urquiola, played a crucial role in the curation and arrangement of the showroom. She wanted the space to mimic different rooms of a home, offering various styles and moods to reflect Cassina’s unique vision. This vision is deeply rooted in the company’s history of bringing serial production to the Italian furniture industry in the 1950s while also incorporating advanced technology in their designs today.
One of the highlights of the showroom is the collaboration with Virgil Abloh, the young designer behind Louis Vuitton menswear. Abloh, who had a background in architecture, created Modular Imagination, a collection consisting of two matte black cubes with orange pegs that can be configured in multiple ways to create seating or tables. Unfortunately, Abloh passed away before the launch of the collection, making the collaboration even more special. The Modular Imagination cubes are displayed in a special area of the store painted in a vibrant orange color.
Urquiola expresses her pride in working with Abloh and acknowledges the company’s commitment to collaborating with both contemporary designers and architecture masters. This cross-disciplinary approach has been a part of Cassina’s work since 1973, and they continue to push boundaries and expand their vision.
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Apart from the collaborations, the store also features exceptional pieces from Cassina’s collection. These include Gaetano Pesce’s Feltri chair covered in vintage American quilts in a limited edition by Raf Simons, the Soriana Chair in limited editions of 50 in black, white, or blue denim, the Paravento Balla screen in bright orange and green based on an original sketch by Futurist artist Giacomo Balla, and Urquiola’s own design of a king-size bed called the Bio-mbo.
In addition to showcasing unique designs, Cassina is also focused on utilizing more environmentally friendly materials. They have transitioned to using biofoam in their classic Soriana Chair and other pieces. This switch reflects the company’s commitment to sustainability and circular design.
This year, Cassina’s theme is “Lighting,” and they will be launching a series of lighting-focused products in collaboration with Dutch designer Linde Freya Tangelder. Tangelder recently won the Young Design Talent Of The Year prize at Elle Decor’s international design awards, further solidifying Cassina’s commitment to supporting emerging talent.
Patricia Urquiola, who worked on other notable projects such as the recently opened Six Senses Rome hotel, describes her approach to design as heartfelt. She believes in working with passion and believes that this is what sets Cassina apart.
To commemorate its 50 years of partnerships, Cassina will be releasing a book titled Echoes in the fall. The book will celebrate the brand’s collaborations and showcase its evolution over the years.
In conclusion, Cassina’s new store in West Hollywood not only displays its impressive design collaboration with Virgil Abloh but also reflects the brand’s unique vision and commitment to innovation and craftsmanship. With a carefully curated space that mimics different rooms of a home, Cassina offers a variety of styles and moods, creating a truly immersive and inspiring experience for visitors.
