KARL’S LATEST GIG: Despite Tuesday’s chilly, humid weather, a long queue wound around the entrance to Milan’s Cassina showroom, like an exclusive club on a Saturday night. Inside, the event was a jet-set medley of Italy’s top entrepreneurs, including Luca and Matteo di Montezemolo, Diego Della Valle and Marco Tronchetti Provera, all chatting and posing for flashing cameras alongside designer Philippe Starck and the event’s guest star, Karl Lagerfeld.

Lagerfeld created a special installation for Cassina, mixing pieces of furniture with some of his black-and-white pictures.

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This story first appeared in the April 11, 2013 issue of WWD. Subscribe Today.

“This collaboration was born in the most natural and simple way, because Karl is passionate about Cassina and he owns all the pieces he shot,” said Luca di Montezemolo, president of Poltrona Frau, which controls the Italian furniture brand. “Karl is a man with great taste and he is able to always reinvent himself — qualities that he shares with Cassina.”

“I have 10 of those,” said Lagerfeld, pointing out Franco Albini’s Tre Pezzi Wool armchairs. “My passion for Cassina is motivated by the fact that from the beginning they have been producing the pieces of the best designers in the world, from Le Corbusier and Gio Ponti to Jean-Marie Massaud, who I think is the best French designer at the moment.”

After spending a few days in Milan, the designer said that he was heading to Rome to shoot the new Fendi advertising campaign and to work on the book about Roman fountains he is making in collaboration with the city’s municipality.