Cassina, the unrivalled force in Italian design, has transformed a premium apartment at Television Centre, the reimagining of the former home of the BBC in West London. Uniting design classics and contemporary pieces, the apartment represents the first luxury residence in the UK to be completely designed by Cassina following the brand’s global launch of the ‘The Cassina Perspective’ at Salone del Mobile.
Recognised for an aesthetic that is propelled by avant-gardism and authenticity, Cassina’s in-house design team has created a harmonious interior that combines technological innovation with handcrafted tradition. Designed for the culturally-savvy, the aim was to create a dialogue between the past, present and future, choosing both innovative products and modern icons, authentically reissued by Cassina, to sit together. The result is a warm, timeless environment that echoes and embraces the heritage and future of Television Centre.
The collection is testament to the evolving collaborative nature of Cassina and showcases ground-breaking works by international architects and designers including the Veliero Bookcase by Franco Albini, LC4 Villa Church chaise-longue by Le Corbusier, Charlotte Perriand and Pierre Jeanneret and Philippe Stark’s Volage bed, featuring a padded capitonné headboard upholstered with the newly-launched Ortigia Acier velvet. Highlights from Cassina’s newest collections sees the Dress-Up! sofa by Italian designer Rodolfo Dordoni take centre stage in the living room. The cream woven fabric characterised by elegant details pays homage to the principles of dressmaking and offers an open invitation to relax and enjoy views over the West London skyline.
Luca Fuso, Chief Executive Officer at Cassina commented: “We are honoured to have partnered with Stanhope for the Television Centre project. To have brought ‘The Cassina Perspective’ to such an iconic landmark in London has allowed us to express our interior design know-how by creating a complete, warm and welcoming home environment”.
Peter Allen, Sales and Marketing Director at Stanhope commented: “Cassina is a world-renowned brand and we’re thrilled it’s collaborated with Television Centre for its first residential home installation in the UK. Designed with sophistication, the space brings together both iconic and contemporary pieces, bespoke artwork and luxurious finishes to present an installation unlike any other currently on the market. Cassina’s distinctive offering is an exciting addition to the collection of homes at Television Centre and further reinforces the design credentials of the scheme.”
Cassina has worked with Allford Hall Monaghan Morris (AHMM)’s architectural framework, enlivening the plan and accentuating the wide vistas of the apartment. The natural base palette is layered with a mixture of confident forms and muted tonal colours which are complemented by a series of bespoke artworks commissioned from interiors stylist and set designer Laura Fulmine. Fulmine collaborated with Cassina to curate artworks which strongly complement the individual character of each room.
Forming part of The Architects’ Series, the 2,200 sq ft (205 sq m) three-bedroom apartment has interior architecture by AHMM and is located on the top floor of the newly-built Crescent with views of Hammersmith Park and across West London. The apartment is available unfurnished for £3,995,000.