Patricia Urquiola is appointed art director of Cassina

Poltrona Frau Group announced this Wednesday (17) that designer Patricia Urquiola will take on the role of art director at Cassina – a high-design furniture company. In addition, the professional will participate in the creative strategy process at Poltrona Frau Group.

“Patricia Urquiola will play a significant role in leading this center of excellence where she will contribute to the future of the group, while meticulously maintaining the companies’ unique identity and characteristics,” said Dario Rinero, CEO of Poltrona Frau Group.

Early projects underway for the new art director and Cassina include the renovation of the brand’s historic Midtown New York Showroom, research and development of new projects to be launched in 2016, and preparation of a comprehensive program to celebrate the brand’s 90th anniversary. years of the company.

"It is a great honor and responsibility to become part of a heritage, a history, an identity so important to international design. My intention is to carry the company's past, its cultural formation, not as a passive container, but as a systematic part of it. of the mind, the integration of processes and the creation of an empathic relationship”, comments Patricia Urquiola.