PARALLEL WORLD
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PARALLEL WORLD .
BRAND REPOSITIONING FOR GEN Z
Reposition Cassina from an established design authority to a culturally present brand within Gen Z environments, without losing its intellectual luxury.
CHALLENGE
Cassina is deeply respected for its presence in design, architecture, and curated spaces. Yet for Gen Z, these can feel aspirational rather than participatory, creating a distance between admiration and personal connection. As a generation that engages with luxury through culture, experiences, and social relevance rather than ownership, Gen Z seeks brands they can actively be part of. To build stronger connections, Cassina should become present within the spaces, aesthetics, and moments that shape their identity.
FROM ADMIRATION TO PARTICIPATION
A playful platform by Cassina that approaches Gen Z through a continuous system of collaborations, limited drops, events, and experiences. It exists as a parallel layer of the brand connected to Cassina’s values and design authority, while operating with a more experimental, accessible, and culturally fluid approach.
SOLUTION
PARALLEL WORLD LAUNCH
PRINT & DIGITAL CAMPAIGN
Featuring unexpected Gen Z interactions with Cassina products from unconventional visual perspectives, the billboard challenges perceptions and sparks curiosity. Viewers are invited to enter the Parallel World through a QR code that leads directly to the campaign's Instagram.
ACTIVATION #1
A live broadcast of reality, gradually disrupted by a new perspective.
ACTIVATION #2
Framed by the Parallel World brackets, the space invites visitors to step beyond the obvious. Inside, reality shifts, revealing unexpected versions of familiar places, objects, and experiences.
PARALLEL WORLD COLLABORATIONS
Collaborations are created with brands already embedded in Gen Z culture, combining Cassina's design heritage with new creative universes. Through immersive experiences and limited-edition collectible objects, each collaboration becomes a temporary cultural moment that audiences can explore, interact with, and be part of.
Adidas and Cassina bring together two worlds that naturally complement each other: movement and design. The collaboration creates opportunities for people to connect both in motion and at rest.
[ CASSINA X ADIDAS ]
Product
A limited-edition collection made from surplus materials from Cassina
and Adidas, transforming waste into collectible design pieces. Compact. Modular. Apartment-friendly.
Experience
For one morning, participants join a city-wide run that ends in a communal brunch.
Aperol brings people together, Cassina creates the spaces where it happens. This World celebrates the aperitivo as a continuous social experience built around conversation, community, and connection.
[ CASSINA X APEROL ]
Product
Sculptural lamp that transforms the sunset into an endless experience. Inspired by the hourglass, a glowing Aperol-colored liquid continuously circulates through the glass form, creating an infinite warm ambient light.
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.
Experience
Cassina and Rhode both transform everyday routines into desirable experiences. While one reimagines the spaces we live in, the other reimagines self-care routines, creating a natural connection between beauty and design.
[ CASSINA X RHODE ]
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.
Product
Experience
An open-air sleepover celebrating the launch of the Rhode × Cassina GRWM Mirror, where beauty, design, and community come together.
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.