Poltrona Frau Group
Hires Patricia Urquiola
The Poltrona Frau Group nominates the renowned Designer Patricia Urquiola (Photo) for participating in the Group’s Creative Management, as well as for Cassina’s Art Direction.
In a press release the company announced the partnership as a development of the work Urquiola already carries out on art direction, products and spaces with Haworth, the American holding which Poltrona Frau Group has been part of since 2014. From now on she will participate in the process of continuosly strengthening the Group’s growing global vision and she will be in charge for Cassina’s Art Direction.
Dario Rinero, CEO of Poltrona Frau Group, explains: “Patricia Urquiola will have a significant role in leading this centre of excellence where she will contribute to defining the future vision of the group, whilst meticulously keeping the identity and characteristics of the companies unique.“
The first projects underway for Patricia Urquiola and Cassina include the renewal of the brand’s historic Midtown New York Showroom, and the preparation of Cassina’s extensive 90 year celebration programme for 2016-2017.
Patricia Urquiola about her new role within the Poltrona Frau Group: “It’s a great honour and a great responsibility to become part of a heritage, a history, an identity so important for international design.“