Inside Cassina’s interior design project at Television Centre London

Virtually tour the Italian brand’s first interior design project in London, that mixes midcentury icons with contemporary pieces

Cassina unveils its first interior project in London, a new apartment in the city’s refurbished BBC Television Centre. Conceived by the Italian furniture company’s design team in collaboration with the building’s architects, Allford Hall Monaghan Morris (AHMM, who have both reimagined the historic location and also created a series of interiors for the flats), the 205 sq m apartment features Cassina’s pieces throughout, mixing midcentury icons with new designs.

Part of a series of interiors projects initiated by Paul Monaghan titled The Architects’ Series, and featuring the likes of Coffey Architects and Archer Humphreys, the Cassina apartment reflects the brand’s complete design offering and style.

The layout of the apartment is conceived to accentuate the views onto Hammersmith Park, while inside the colour palette is kept minimal with muted tones punctuated throughout by artworks curated by London-based set designer Laura Fulmine.

A design project ‘for the culturally savvy,’ the interior features a succession of pieces from Cassina’s vast icons catalogue mixed with more innovative contemporary commissions by the like of Jaime Hayon and Rodolfo Dordoni. The timeless environment is imagined as a conversation between past, present and future, an expression of Cassina’s commitment to design and an appropriate tribute to the building’s history.

‘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,’ says Luca Fuso, the company’s CEO. The interiors feature some of the most groundbreaking midcentury pieces taken from the Cassina archives, from Franco Albini’s Infinito bookcase and Cicognino tables to the LC4 Villa Church chaise-longue, a collaborative piece by Le Corbusier, Charlotte Perriand and Pierre Jeanneret.

The trio also features in the dining area, with their 1928 LC6 dining table surrounded by Perriand’s curvaceous Indochine armchairs from 1943. Contemporary pieces include beds by Mario Bellini and Philippe Starck, and the Dress-Up! sofa by Italian designer Rodolfo Dordoni anchoring the living room.

It’s a carefully curated space that demonstrate Cassina multifaceted approach to design, merging history with innovation through well-presented collaborative work. Property developers Stanhope have been working on the BBC’s original west London studios since acquiring it in 2012, with special attention to the heritage of the building and its iconic status.

‘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,’ says Stanhope’s sales director, Peter Allen. ‘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.’