ICasa is a new concept in modern furniture design. Clearly targeting the upwardly mobile consumer who has travelled across the world as is looking for style statements with an additional dimension of comfort, ICasa is a welcome addition to India’s furniture retail landscape.

The brand ICasa will house furniture from Natuzzi Editions and Italsofa by Natuzzi Group. At a glance, the store hopes to invoke visions of masterful sensory modernity. The furniture itselfis at times nuanced and sober, at times boldly eccentric; these pieces illustrate the power of design to stir memory and to incite our imagination to create living spaces.

Says Abha Gupta, inceptor and ideator, ICasa, “ICasa will offer coordinated design furniture and accessories; each collection has its own specific and characteristic personality that distinguishes it from the others.” Ms. Gupta has travelled the world in the quest for inspirations that have taken the form of the huge store at Rahguvanshi Mills. The muses have come from various quarters; Venetian, Parisian, Grecian influences along with Turkish (Kusadasi) and Swedish notes that have added the desired charm to the conflux at the store. The shores of The US and UK are no stranger to this well-heeled lady behind the concept outlet.

INDUSTRY PERSPECTIVE

The furniture market largely survives on bulk buying from the interior and home décor industry. It’s only recently, over the last decade or so that consumers have started asserting their purchasing power at the retail stores.

In keeping with this, ICasa is positioning itself as a fresh contemporary consumer brand offering modern sofas at competitive prices. The prices are refreshingly reasonable too; starting at upward one Lac for a two seater.