The Rive-Gauche showroom on boulevard Saint Germain has now been joined by Cassina's new store in the Marais, in the heart of Paris, with a project by the brand’s art director, Patricia Urquiola. Cassina Rive-Droite is a perfect example of a new phase of the brand’s coordinated image, In-store Philosophy 3.
The 230sq m space stands out for its combination of antique architectural elements, like the beams and the Caen stone columns typical of the Marais area, with more contemporary elements such as sheets of coloured glass and aluminium partitions. The antique facade now hosts the new display windows.
On entering, a path of marble granules (seminato Veneziano) contrasted with the warmth of the oak flooring, leads the visitor to an area of the showroom where iconic products such as the Utrecht armchairs by Gerrit T. Rietveld and the Gender armchair, recently designed by Patricia Urquiola, are displayed.
“It is a space that is not personal and is not neutral. It is not a home neither a showroom – explains Patricia Urquiola - It is a meeting point for clients and architects. It is a place to communicate and listen to our public. It is the home for Cassina fans and new Cassina lovers. It is the home of research.”