The entrance to the Aoyama flagship store, which celebrates its 25th anniversary since its opening in 1997, is decorated with Virgil Abloh's new "MODULAR IMAGINATION," which was unveiled by Cassina at Milan Design Week in June and caused quite a stir. Just like the Milan showroom, the installation is boldly colored orange, expressing the unique feature of this piece, which can be combined in a free-form way, like blocks.

Aoyama Flagship Store

MODULAR IMAGINATION designed by Virgil Abloh
Virgil Abloh, a designer with a Master's degree in Architecture and a visionary of contemporary culture, worked with Cassina to conceptualize this unique project, which explores and expands the design implications of modularity. The two sizes of blocks have a hard, industrial appearance, yet are soft and slightly elastic to the touch, and can be used as both a seat or a side table. The orange cylindrical parts can be inserted between the units to connect them, and by arranging or stacking them like blocks, they can be used as ottomans, benches, tables, and more.

MODULAR IMAGINATION's parts are designed to be easily separated at the end of the product's lifecycle. The dashed lines at the foot indicate where the soft polyurethane upholstery, which contains bio-based polyols, can be separated from the recycled wood core, allowing the components to be recovered and recycled at the end of the product's lifecycle.


Left: W450×D450×H450mm 330,000 yen (tax included)
Right: W780×D450×H450mm 550,000 yen (tax included)