Alias @ IMM Cologne 2016
IMM Cologne 2016: Hall 03.2 Aisle E Stand 010
An unprecedented scenario in which the uniqueness of Alias projects is presented within a fascinating space defined by a series of materials and finishes to enhance the technological characteristics of the brand.
This is the new Alias stand designed for IMM Cologne 2016.
The stand which will accompany Alias through the forthcoming design events, starting from IMM Cologne 2016, is a rather special architectural project and a decisive element of corporate strategy destined to embody the most deeply rooted “spirit” and values of the brand.
Conceived as part of an ambitious three year growth plan regarding the products, communication and sales network, the new Alias stand with which the firm will be addressing future trade fairs, takes the form of a proper construction of great technical and communicative impact, designed by architects Renato Stauffacher and Andrea Sanguineti, respectively CEO and Brand Manager of Alias.
The idea consists in the realization of a modular structure that may be completely disassembled and adapted to contexts of various dimensions (in terms of height and layout), thereby going beyond the concept of disposable stand normally characterizing trade fair events.
An exposition site designed as though it were a product, to reflect the technological vocation of Alias for building materials, aesthetic concepts and sustainability.
The project contemplates a skeletal structure that is self-supporting and solid but visually light, into which different panels may be inserted to act contemporarily as fillers and elements of communication.
The aesthetic impact of the stand is entrusted to the essence of its construction materials and the way in which they are combined.
Substantially, the Alias stand is made up of a series of columns which support a grid structure in aluminium, to which the lighting fixtures, graphic elements and side wall supports are secured.
These elements form a technological cage inside which the differently coloured panels in various materials, whether unfinished or printed, may be positioned.
The side walls are floor-standing to highlight the lightness of the structure.
The ceiling reiterates the grid pattern of the structure with openings that allow for accent lighting to be directed onto the products.
The arrangement of the products being displayed is free and flexible; they may either be placed on the floor or on platforms as is the way on traditional stands; some products are suspended from above to offer a somewhat magical and unusual perspective.
In terms of layout, the stand resembles a big tunnel; on passing through the construction, where the product display can be viewed from all angles, the visitor feels immersed in the “Alias world”, a place in which to experience the brand’s DNA and fully grasp its technological personality and uniqueness.
An orthogonal geometric shape inside of which solidity, visual lightness, substantiality and abstraction cohabit naturally, thanks to an accurate aesthetic-architectural design of the space.
With its new stand Alias proposes a challenge that is consistent with the brand’s product offering. Alias sets out to demonstrate that a project driven by technology, research and simplicity results in a product that is always on trend, charismatic and never obsolete.
At IMM Cologne 2016, the exhibition space is entirely dedicated to the products.
The 2015 novelties play a protagonist role, presented in the new elegant “black” finishes: the twig chairs by Nendo, with elements in ash-grey painted ash wood elements, kayak by Patrick Norguet, in black painted beech, frame soft by Alberto Meda, with the new frame in black enamelled chrome and the saen table by Gabriele and Oscar Buratti, presented with a black concrete base and matching coloured top.
All of which, without exception, are positioned on the floor.
A few variants are suspended above each product to create a dynamic setting; in this way the uniqueness of the Alias projects is accentuated in a fascinating sequence of finishes enhancing their technological characteristics.
The story draws to a close with some more products from the Alias collection associated with office furnishings: positioned on the floor, the eleven high back sofas by the British partnership Pearson Lloyd and frametable oval, surrounded by rollingframe+ tilt chairs by Alberto Meda, cohabit with the SEC storage system by Alfredo Häberli and the aline bookcase signed by Dante Bonnuccelli.
The reception set up to welcome visitors extends along the wall of the stand and is perfectly integrated with the installation to generate an atmosphere conducive to dialogue.
A small “back office” space has been created within an organically shaped volume, characterized by fabric covered walls to create a sensation of visual lightness.
This installation effectively recounts the experience of research and experimentation which has distinguished Alias down through the years and has led to the development of various collections in the name of innovation, technology and stylistic lightness.