April 11, 2016

Salone del Mobile / hall 20 B09 C14

Hall 20 stand B09-C14


An unprecedented scenario in which the uniqueness of Alias new products is presented within a fascinating space defined by a series of materials and finishes to enhance the technological vocation of the brand.

This is the new Alias stand designed for Milan Furniture Fair 2016.

The stand which will accompany Alias through the forthcoming design events reflects the innovative architectural approach which is a decisive element of corporate strategy, embodying the most deeply rooted “spirit” and values of the brand.

Conceived as part of an ambitious growth plan encompassing the products, communication and the sales network, the new Alias stand with which the company will showcase its products at future trade fairs takes the form of a proper construction of great technical and communicative impact, designed by architects Renato Stauffacher and Andrea Sanguineti, CEO and Brand Manager of Alias, respectively.

The concept is 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 characterising 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, a skin that will take on different characteristics case-by-case. The material used at the Milan Furniture Fiar is translucent and changes its appearance from transparent to completely opaque depending on your point of view. 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 truss structure in aluminium, to which the lighting fixtures, graphic elements and side wall supports are secured. 

These elements form a technological cage in which the differently coloured panels in various materials, whether unfinished or printed, may be positioned.

The contour walls are rested on the floor to highlight the lightness of the structure.

The ceiling reiterates the truss pattern of the structure with openings that allow for accent lighting to be directed onto the products. 

For the walls, Alias has chosen Hexaben™ by Bencore: aluminium honeycomb panels with a strong technological connotation and an attractive appearance, featuring lightness, structurality and transparency.

The lighting is entrusted to The Tracking Magnet by FLOS: exclusive technology built into a magnetic track that relieves the light fixtures from the encumbrance of ballasts.

The arrangement of the products being displayed is free and flexible; the products may either be placed on the floor, as is the way in traditional stands, or housed in symmetrical shelves, in the guise of a product “bookstore”. 

In terms of layout, the stand resembles a big open space; on passing through the construction, where the products on 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 current, charismatic and never obsolete. 


The stand created by Alias for the 2016 edition of the Milan Furniture Fair invites the visitor to explore and familiarise with new products in a space organised into different areas, some of them domestic, others with a more abstract quality.

A veritable “Alias loft”, where the products unveiled in 2016, all of them rigorously rested on the floor, stand by the side of new additions to the range.

Visitors can move freely through 6 zones, each one dedicated to a new product.

There are four lounge areas, displaying, respectively: the Gran Kobi armchair and ottoman by Patrick Norguet, characterised by their shells made from steel wire mesh; twelve, the upholstered furniture system by PearsonLloyd, proposed in a new, elegantly finished version; TT soft, the historic system styled by Alfredo Häberliby, now revisited for enhanced comfort, and, in its lounge chair & armchair with footrest variant, frame soft by Alberto Meda.  Two are the areas reserved for tables, one displaying the tavolo zero system by Israeli designer Ron Gilad, and the other showcasing saen, by Gabriele and Oscar Buratti, natural evolution of the one-leg table unveiled in 2015, proposed here with its concrete base in XS size.

The restyling project of the Alias stand at the Salone del Mobile 2016 has been assigned to the Vandersande studio; an industrial style loft is turned into an Alias home interior in which different styles cohabit: modern elements, antiques, artworks and objects of everyday use are engaged in a dialogue devoid of any apparent or precise rules. 

A domestic setting is evoked by the carpets, from the Altai collection, delimiting some of the areas, and by a selection of vases by Japanese masters from Officine Saffi Art Gallery. 

The stylistic elements are essential, the aim being to get across – through abstract elements – an impression of solidity and chromaticity. No attempt is made to connote a true domestic environment, rather the intent is to enrich the narration of the product by means of a few, carefully selected elements that exalt its personality and uniqueness.

Colour also plays a star role thanks to the enticing sequence of finishes that highlight the design of the various collections: the structures, available in different colours – cedar, aubergine, coral and sand –, are combined with a highly refined selection of Kvadrat® fabrics and Pelle Frau® Color System SC leather.

The reception set up to welcome visitors uses a frametable 480 table positioned between the two entryways to the stand and generates an atmosphere conducive to dialogue. 

Across from the reception area, a display cabinet made from Bencore panels serves as a partition separating exposition area from the work space, which is furnished with atlas, the one-leg table by Jasper Morrison, and a selection of total black Alias chairs. The shelving facing the meeting area contains several products proposed with new finishes.

A “back office” space has been created in the rear wall: a visually light volume, that houses a cafeteria and a small operational office.

This installation effectively recounts the experience of research and experimentation which has distinguished Alias through the years and has led to the development of various collections in the name of innovation, technology and stylistic lightness. 

© Alias Design 2017 - P. IVA 02176720163