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Cassina

Elevating design heritage at Milan Design Week 2025

Client

Cassina

Industry

Design and Retail Design and Retail

Services

Public Relations

Brand Advisory

VIP Events

Four design icon chairs from Cassina in blue, green and red on a purple backdrop

Established in 1927 by Cesare and Umberto Cassina in Meda, Italy, Cassina launched industrial design in Italy in the 1950s with a pioneering attitude towards research and innovation. Combining avant-garde technological skill with traditional craftsmanship, Cassina has continuously marked the evolution of the industry with icons that have written the history of design.

For Milan Design Week 2025, Camron amplified Cassina’s brand visibility, securing impactful media coverage, and driving engagement around the debut of its latest collection. The campaign highlighted the 60th Anniversary of the Le Corbusier®, Pierre Jeanneret®, and Charlotte Perriand® Collection with landmark performance ’Staging Modernity‘ at the historic Teatro Lirico, plus the unveiling of The Cassina Perspective 2025 Collection.

Actor lying on floor with fake animal and yellow Cassina chair in view for Staging Modernity at Milan Design Week installation
Actors in Cassina’s Staging Modernity show at Milan Design Week 2025

Two storytelling pillars anchored Cassina’s presence: Staging Modernity, a live performance developed with Formafantasma exploring the intersection of design, culture, and time; and The Cassina Perspective 2025 Collection, which reflected the brand’s evolving design vision.

A red spiral staircase that has lighting on display including on plinths and hanging lights
A set of Cassina products including Console Doron and Charlotte Perriand works

To stand out during one of the design world’s most competitive weeks, Camron implemented a multifaceted PR strategy rooted in exclusive access and immersive storytelling. Cassina hosted a curated press preview and arranged personalized media appointments, allowing journalists to engage deeply with the new collection and its creative narrative.

The VIP opening of Staging Modernity offered a powerful cultural lens through which Cassina’s design heritage and future direction were expressed, creating a standout moment for attending press and guests.

Red table and chairs in the Cassina showroom with blue artwork in the background

Camron’s focused outreach strategy delivered strong results: top-tier North American journalists attended the preview and the campaign secured high-impact editorial placements across leading international outlets including Architectural Digest, WWD, Wallpaper*, Vogue, Fast Company, Surface, AZURE and Forbes.

Hanging curtains in silver at the Cassina at Milan Design Week 2025 installation with text on the mirrors

Camron’s work successfully positioned Cassina as both a steward of modern design legacy and a forward-looking brand, driving visibility, engagement, and cultural resonance during Milan Design Week 2025.

Information

  • Photography

    Simone Barberis, Omar Sartor and Luca Merli