The new showroom with an area of 2000 m2, updated thanks to a project by Patricia Urquiola, 50 years after it first opened
The opening of the Cassina showroom on Via Durini, on 11 December 1968, was a glorious moment.
The store in Milan, an initial showcase for the Brianza-based producer at a strategic central location, was a case of perfect intuition.
The display space was designed by Mario Bellini. The unusually large showroom – about 1200 m2 – was organized on street level around a hidden dome with glass blocks.
Over the last 50 years the showroom in Milan has undergone many alterations created by leading names in Italian architecture.
This year, for Design Week in Milan, Cassina unveiled a new interior by the art director Patricia Urquiola for the store.
The entrance, featuring a path in Venetian terrazzo, features a new sculptural staircase that leads to the dome, now open to create an external space that brings additional natural light to the display area.
From here it is possible to directly access the new spaces on the first floor, including an area set aside for clients and the design community, as well as the offices of Poltrona Frau Group. This floor can also be reached from 18 Via Durini.
The new spaces of Durini 18 reflect the needs of a changing world of work. Designed to be welcoming and dynamic, they have been developed for architects and designers who want to use the tools and design consulting services provided by the company.
Access to this zone is possible after free registration in an exclusive club, offering various advantages and working tools, to create a true Cassina community.
Club members can use work areas, meeting rooms and a lounge, and have the chance to take part in events, talks and workshops.