Urquiola becomes Cassina art director role as part of wider Poltrona Frau Group project
Renowned and prolific designer Patricia Urquiola is to become art director for iconic brand Cassina as part of a wider design role at parent group Poltrona Frau.
The company says ‘he partnership marks Poltrona Frau’s growing global vision and its desire to continue to increase the potential of its companies, keeping their creative choices independent and consistent with their positioning.’
‘Patricia will have a significant role in leading this centre of excellence where she will contribute to defining the future vision of the group, whilst meticulously keeping the identity and characteristics of the companies unique,’ says Dario Rinero, Poltrona Frau Group ceo.
‘Patricia will collaborate with the creative management of Poltrona Frau and Giulio Cappellini, Cappelli art director. This partnership is a development of the work Patricia already carries out on art direction, products and spaces with Haworth, the American holding which Poltrona Frau Group has been part of since 2014.’
The work carried out at Cassina by Vico Magistretti, one of Urquiola’s key influences, is part of the company’s legacy that has inspired her. ‘It’s a great honour and a great responsibility to become part of a heritage, a history, an identity so important for international design. My intention is to take into consideration the company’s past, its cultural background, not as a passive container, but as a systematic part of the mind, the integration of processes and the creation of an empathetic relationship,’ she says.
Initial projects for Urquiola and Cassina include the renewal of the brand’s historic Midtown New York showroom, research and development for new projects to be launched in 2016, and the preparation of Cassina’s extensive 90 year celebration programme for 2016-2017.