Television Centre launches new apartment transformed by Cassina

Television Centre’s strong heritage meets classic Italian design in the Crescent’s new Cassina-designed three bedroom apartment.

Television Centre, the former home of the BBC in West London, continues to undergo its award-winning reimagining. Its first phase saw a range of spaces being completed, from White City House – an outpost of private members’ club Soho House – to headquarters for The White Company and Soho works, as well as 432 new homes.

Recently the scheme has introduced The Architects’ Series: a collection of Television Centre’s most premium apartments, which have been designed as one-off, bespoke residences by a selection of celebrated architects. One such apartment in The Architects’ Series is a 2,200 square-foot, three-bedroom apartment on the top floor of the newly built Crescent.

Boasting views of Hammersmith Park and across West London, the interior architecture of the apartment was created by Allford Hall Monaghan Morris (AHMM), with furnishings curated by Cassina. An Italian designer furniture company, Cassina is recognised world-wide for an aesthetic “propelled by avant-gardism and authenticity”.

The company has transformed the three-bedroom Television Centre apartment, combining contemporary pieces and classic designs to create a comfortable, sophisticated interior. The apartment is also the first luxury residence to be completely designed by the brand in the UK – and Cassina’s first residential installation in the UK, following the company’s global launch of ‘The Cassina Perspective’ at Salone del Mobile.

“The space brings together both iconic and contemporary pieces, bespoke artwork and luxurious finishes to present an installation unlike any other currently on the market,” explains Peter Allen, Sales and Marketing Director at Stanhope, the developer behind Television Centre. “Cassina’s distinctive offering is an exciting addition to the collection of homes at Television Centre and further reinforces the design credentials of the scheme.”

Merging technological innovation with classic design, the in-house Cassina team have designed the apartment to appeal to the “culturally-savvy”; the design team’s aim was to “create a dialogue between the past, present and future”. To do this, the team chose a range of iconic furniture pieces and new, innovative products – all that have been authentically reissued and curated by Cassina – and sat them together in the space.

The result is a spectacularly furnished apartment that embraces the heritage of its White City surroundings, with interiors that complement AHMM’s architectural framework. The Cassina design team have chosen to accentuate the apartment’s wide vistas, using a natural base palette layered with a mixture of muted tonal colours and bold forms. The interiors are also accompanied by a collection of bespoke artworks, curated by Cassina with the help of stylist and set designer, Laura Fulmine.

Showcasing a range of ground-breaking pieces by international artists and designers, the Cassina designed apartment installation also acts as a demonstration of the Italian furniture designer’s evolving, collaborative nature. Highlights from Cassina’s newest collections, which have been used in the apartment, include the Dress-Up! Sofa by Italian designer Rodolfo Dordoni; this has been specially placed in the living room, offering guests an invitation to relax and enjoy the space.

Other pieces include Le Corbusier’s LC4 Villa Church chaise-longue, the Veliero Bookcase by Franco Albini, and Charlotte Perriand, Pierre Jeanneret and Philippe Stark’s Volage bed, which features a padded capitonné headboard. This has been upholstered with Cassina’s newly-launched Ortigia Acier velvet.

“We are honoured to have partnered with Stanhope for the Television Centre project,” says Luca Fuso, Chief Executive Officer at Cassina. “To have brought ‘The Cassina Perspective’ to such an iconic landmark in London has allowed us to express our interior design know-how by creating a complete, warm and welcoming home environment.”

All images: Paul Raeside

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