To mark its 90th anniversary this year, Cassina is inaugurating its second Parisian showroom in the heart of the Marais in a building that is steeped in history. The 230 m² space, imagined by the brand’s art director Patricia Urquiola, marries beams and Caen stone columns with more contemporary architectural elements. A path of marble granules rubs shoulders with oak parquet flooring, brightly coloured anodised aluminium panels hang from the walls like works of art and the inner volumes are defined by perforated and shaped sheets of coloured metal. The décor, which is the expression of a strong personality, fosters exchange between client and architect. “The space is neither neutral nor personal and is neither an interior nor a showroom”, Patricia Urquiola maintains, reinforcing in this way her new brand image strategy entitled In-Store Philosophy 3.