"An art director and a product designer are two entirely different roles. One sets the rules, and the other breaks them. These two roles perfectly embody the essence of design: society and sharing."
Cassina recently launched a diverse event at their kilometer-long Via Durini showroom, orchestrated under the leadership of Patricia Urquiola, who has helmed the brand for eight years. Urquiola has a firm belief in the importance of her role within Cassina, and together with CEO Luca Fuso, they have established solid objectives that guide the brand toward fresh new directions through interdisciplinary thinking and strategic management.
At the heart of the current platform's activities are the themes of "contradictions, portraits, and creation"—with the main theme being "Harmony Amid Conflict." This theme explores and reflects different nuances of duality, resonating with the interplay of "hand and order." Cassina has brought numerous renowned figures from design history into the spotlight, carrying forward the legacy of these voices. The unveiling of Mastriacci's subtle designs adds depth and richness to their approach, allowing them to enjoy the fruits of beauty in design. Equally engaging is the inclusion of core design pieces, part of "The Cassina Perspective 2024," encapsulating this multidimensional approach.
Urquiola and her team also collaborate with renowned designers like Michael Anastassiades, whose works reflect multi-faceted concepts, including 3D chair design projects and Carlo Scarpa's Comorra series. Barber & Osgerby, Gaetano Pesce, Linde Freya Tangelder all contribute to this diverse showcase, bringing Cassina's multifaceted event to life through imagery and varied design expressions. In their exhibition titled "Somewhere Else," these elements are further explored, extending into furniture and architectural design (Giulio Squillacciotti provides artistic input, while master designer Philippe Starck contributes). Cassina continues to offer 30 different chair designs with Gaetano Pesce contributing a foldable chair series, demonstrating the company’s ongoing innovation in form and function.
At the same time as releasing the new Dudet sofa, Urquiola reflected on the psychological aspects of Spanish color and the complexities of Cassina's multi-faceted design process. She states, "It is important to highlight that Cassina has its own unique corner within the design industry, where the relationship between design and people continues to evolve based on users' varying needs and behaviors."
Urquiola delves deeply into design, exploring not just functionality but also the emotional and gender perspectives. She believes that design should be fully open, beyond superficial layers, to enable deeper engagement with products. With her work, she collaborates closely with Glas Italia, contributing to various glass chair projects and participating in a wide range of furniture collections.
Urquiola believes that designers need to engage in society and contribute clearly to shaping production methods. She recounts her time at the Milan Polytechnic, where she worked under the guidance of Achille Castiglioni for her thesis. Alongside Zanuso and Magistretti, Urquiola helped shape future design, with her designs contributing to multiple Cassina projects and products. Her approach has solidified her position as a prominent figure in design. When asked how her ideas and the Cassina Manifesto have influenced her journey, she replies that these experiences continue to inspire her pursuit of quality and innovation.