Art Direction · Cultural Platform · Communication Campaign
PARALLEL WORLD
PARALLEL WORLD
Reposition Cassina as a culturally relevant brand for Gen Z without losing its design authority.
THE CHALLENGE
Cassina is deeply respected for its presence in design, architecture, and curated spaces. Yet for a generation shaped by experiences, social interaction, and visual culture, design is no longer something to own, but something to live.
THE OPPORTUNITY
Continuously reinterpreting its icons while preserving its heritage, Cassina has remained relevant across generations. As design increasingly intersects with fashion, music, digital platforms, and experiences, it is no longer encountered only through interiors. This creates an opportunity for Cassina to become part of the spaces where younger audiences engage with contemporary culture.
THE SOLUTION
A cultural platform that brings Cassina closer to Gen Z through experiences, events, and collaborations.
A PLAYFUL PLATFORM BY CASSINA
Parallel World exists as an extension of the brand, preserving Cassina’s design authority while exploring a more experimental and culturally driven approach.
Through a series of collaborations and activations, each edition introduces Cassina into a different cultural world, creating new ways to experience design beyond traditional interiors.
VISUAL IDENTITY
Inspired by Cassina’s iconic red, the identity introduces an electric pink as a younger expression of the brand, creating a bold visual playground where design, creativity, and culture collide.
A NEW PERSPECTIVE
Parallel World launches as Cassina's new cultural layer through, outdoor communication, a digital platform and immersive experiences that invite people to see beyond the familiar.
BILLBOARDS
DIGITAL PLATFORM
Instagram becomes the digital home of Parallel World. Accessed through QR codes on the billboards, it expands the campaign with immersive content, collaborations, and new cultural experiences.
EXPERIENCE PARALLEL WORLD
Immersive activations that bring Parallel World into public spaces, inviting people to interact with Cassina beyond traditional interiors.
Live city transformation
Using a live camera feed, familiar cityscapes gradually shift into Parallel World in real time, blurring the line between reality and imagination while inviting people to engage with design beyond the expected.
Beyond the brackets
Framed by the Parallel World brackets, the installation transforms the cube into a portal where familiar places and objects are reimagined through Cassina's creative lens.
COLLABORATIVE DROPS
Every collaboration opens a new Parallel World, connecting Cassina with different communities, aesthetics, and cultural spaces.
Cassina X Rhode
These two brands transform everyday routines into desirable experiences.
THE GRWM MIRROR
Combining Rhode’s soft aesthetic with Cassina’s sculptural approach, it features integrated lighting and a built-in shelf designed to display and organize your everyday beauty essentials.
THE REFLECTION WORLD
An open-air sleepover celebrating the launch of the Rhode × Cassina GRWM Mirror, where beauty, design, and community come together.
Cassina X Aperol
Aperol brings people together. Cassina designs the spaces where it happens.
GOLDEN HOUR LAMP
An hourglass-inspired lamp where glowing Aperol-colored liquid flows endlessly, extending the feeling of sunset.
THE APERITIVO WORLD
A week-long social event at Aperol Terraza where the aperitivo never really ends. From day to night, the space becomes a hub for conversation, connection, and community.
Cassina X Adidas
Adidas and Cassina bring together two worlds that naturally complement each other: movement and design.
THE OFF GRID COLLECTION
A limited-edition series of modular furniture made from surplus Cassina and Adidas materials, designed for contemporary urban living.
THE FLOW WORLD
For one morning, participants join a city-wide run that ends in a communal brunch.
UNBOUND
A Platform Where New Perspectives Keep Emerging
Without a fixed schedule or boundaries, Parallel World becomes an open playground for future collaborations, allowing Cassina to continuously expand into new cultural territories and the upcoming generations.
