Design

The luxury of having all the best of Italian design manufacturing company Cassina at Instore

From Gio Ponti to all the great masters of architecture and design, Italy has a date in a unique, tailor-made place dedicated to interior design and decoration in Brussels. This is what you can expect when you walk through the door of the Instore contemporary furniture showroom. The exceptional is to be discovered among the collections of the store, which has been delivering the most beautiful design models in the world for more than 30 years and which rewards its demanding customers with its own design office. It allows the realization of exclusive interior designs. The opening of a showroom entirely dedicated to the Italian brand Cassina at Instore is an event for every contemporary lifestyle enthusiast. Here is more information on the offer and the products on display, some of which were seen at the last Salone del Mobile in Milan.

Written by Mikael Zikos
Published on4 November 2021
4 minutes
© Cassina

Cassina in Brussels: a new opportunity to discover and acquire the creations of the great names in design

An avenue for Italian design in the heart of the Belgian capital

Instore, a reference in contemporary furniture since 1980, has become the main Cassina retailer in Brussels. To mark the publisher’s return to the capital, this key Belgian brand, renowned for its vision and selection, is offering it a total work of art. A store in store of the highest order. An open book on this true institution. Cassina brings together the creations of the greatest architects and designers of their time: Le Corbusier, Pierre Jeanneret, Vico Magistretti, Gio Ponti, Rodolfo Dordoni. The creations of the brand’s artistic director Patricia Urquiola are also featured.

From Philippe Starck to Yabu Pushelberg and B&B Italia or Molteni, Instore has historically followed all the productions of the great figures and brands that make the news in design.

Instore’s director, Pierre Hoet, has a keen sense of aesthetics and a taste for perfection. Co-founder of this shop and design office with Didier Bindels, he wants to return to the essence of Cassina. A firm founded in 1927 by the brothers Cesare and Umberto Cassina. And also to offer his ever-growing high-end clientele an informed, comprehensive and panoramic view of the Cassina catalogue. Collections composed of avant-garde furniture and icons of international design.

VILLAS decoration Instore Cassina

Valentina Sommariva | S Night bed | Philippe Starck

VILLAS decoration Instore Cassina

Cassina | Bureau La Semaine à Paris

Cassina brand guests and design maestri at Instore showroom

Instore is historically located at numbers 90 and 92 on Rue Tenbosch. The store has acquired a mansion adjacent, on number 94. This has been renovated in an elegant and warm sobriety of monochrome obedience for a seamless majesty of the transalpine designer and manufacturer, on all floors and in a central patio.

Within indoor (living room, dining room, bedroom, office) and outdoor (garden furniture) settings, the general public and professionals will find references from the entire range and new items. The productions of Michael Anastassiades and Philippe Starck are presented. And the I Maestri collection, dedicated to authentic re-editions of classics such as the Mexico table, designed in 1952 by Charlotte Perriand and the Utrecht armchair designed in 1935 by Gerrit Thomas Rietveld, is at the forefront. As always, Instore’s in-house interior design studio is on hand to assist customers with their projects.

VILLAS decoration Instore Cassina

Cassina

The Cassina story comes to Belgium: a choice address for the furniture brand’s bestsellers

100 years of modern contemporary design and interiors

Cassina has been designing the future of interiors for almost 100 years. The company helped launch industrial design in Italy during the 1950s. During the fifties, it adopted a completely new approach: a union between craftsmanship and mass production.

Cassina has been and continues to be a pioneer. It combines technological skills with traditional craftsmanship. Their architects and designers are involved and encouraged to create new designs to transform society and distinguish the company. Today, the eternal Italian continues to represent new ways of living, imagining and realizing complete and harmonious environments that bring together the best of design for every room in the house.

Cassina still retains its passion for woodworking today and its woodworking shop is a centre around which many of its designs are centred. The continuity between the past and the present is inspired and remarkable designs are born. This takes us back in time… A famous example, designed in 1957, is the 699 Superleggera chair by Gio Ponti. This product remains an incomparable synthesis of solidity and lightness and continues to be a must-have in any classic or contemporary interior.

VILLAS decoration Instore Cassina

Valentina Sommariva

The revival of Cassina’s design icons, from Milan to Brussels

Under the impetus of its Spanish artistic director Patricia Urquiola, Cassina launched the Cassina LAB in 2020. A collaboration between the company’s Research and Development Centre and the Milan Polytechnic. A program born with the aim of improving the quality of life in the home. The main objectives of the project are to identify innovative and sustainable materials to be used in the creation of products, both emerging and existing, and to develop new projects capable of offering original functions that promote well-being.

The Soriana sofas, designed by Tobia Scarpa, one of Italy’s great architects and designers, and emblematic of the city of Venice, are back at Cassina. These products are part of the new version of the important collection “The Cassina Perspective”. This collection expresses all of the company’s cherished values: avant-gardism, authenticity, excellence and the combination of high technology and skilled craftsmanship.

The stars of Cassina’s Milan showroom on Via Durini, Tobia Scarpa’s Soriana sofas once again caused a sensation at the Milan Furniture Fair, even though their first models date back to 1969. True timeless icons and products awarded the Compasso d’Oro the year after its creation, the sofas and armchairs of the Soriana range have long been considered models in their genre. Their round shapes invite to cocoon and their great comfort allows total relaxation. The current evolution of this product, available at Instore in Brussels, is a completely environmentally friendly version. Its materials and construction have been completely redesigned by the Cassina LAB. The result: the comfort is even higher than the original. A perfect combination of style and environmental awareness that has already been emulated by many manufacturing companies in the contemporary high-end furniture sector in Italy, such as Zanotta.

Rue Tenbosch 90-92 and 94 (entrance for Cassina), 1050 Ixelles
+32 2 344 96 37
instoreshop.be