Interior trend report
01. Art as the Keyword :
The Unique Personality of Italian Brand Furniture
Cassina is moving towards the dissemination of concepts coordinated with its headquarters.
Established Italian brands that have taken root in Japan also position furniture as art. In October 2023, Cassina IXC. Aoyama Main Store in Tokyo's Minato Ward underwent a major renovation, transforming the 1st and 2nd floors (approximately 1,050 sqm) with the same concept as Cassina's flagship store in Milan. Under the art direction of Patricia Urquiola, the concept of "Cassina Perspective," connecting Cassina's past masterpieces with new creations, was unveiled.
The interior is adorned with an innovative colour palette including terracotta and navy, completely refreshing the store's previous image and surprising long-time fans. President Alessio Giacomel states, "This new store is not just about buying off the showroom, but offering a comprehensive artistic shopping experience where you can choose timeless designs that are in line with your own values".
Italian furniture brands prioritize communication that not only showcases their names and achievements but also emphasizes conveying the creative inspiration from their homeland, Italy. In Japan's furniture industry, both manufacturers and consumers tend to rely on well-known names and familiar options. However, the movements of these Italian furniture brands are casting a stone of transformation into such perceptions.
Miki Homma／Lifestyle Journalist
After gaining experience in the editorial department of the interior design magazine Shitsunai, Miki Homma became an independent journalist. She has been involved in reporting, writing, seminars and various other activities related to furniture, interior design, architecture, kitchen design and more. Ms Homma has conducted numerous interviews overseas in Germany, Italy and other countries. Her published works include Real Kitchen & Interior, Real Living & Interior and Interior Kitchens That Change Your Life (Shogakukan).