October 25, 2016

ORGATEC 2016: stand

The Alias Stand at Orgatec 2016.

Created by Alias for use at the most prestigious design exhibitions, the stand embodies an innovative architectural concept, designed to play a decisive role in the communication strategy of the company by giving tangible form to the “spirit” and the deepest values of the brand.

Designed by architects Renato Stauffacher and Andrea Sanguineti, respectively Managing Director and Brand Manager of Alias, the stand is a veritable “building”, with highly advanced technical contents and great communication potential.

The concept is a modular structure, which can be fully disassembled and will readily adapt to different dimensions (in terms of area and height), doing away with the notion of “disposable stands” as are commonly used at trade fair events.

An exhibition place designed like a veritable product, reflecting the company’s technological expertise in making use of advanced construction materials and achieving optimal results in terms of aesthetics and sustainability.


The project contemplates a self-supporting structure by TensoForma, which is solid but visually light, into which different panels may be inserted to serve as fillers and communication elements, and form a skin that will take on different characteristics case-by-case. The material used at Orgatec 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.

Basically, the Alias stand is made up of a series of columns supporting 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 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 where 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 installation.

The stand created by Alias for the 2016 edition of Orgatec invites the visitor to explore and familiarise with new products in a space organised into different areas, which represent the spaces of today’s working environment, increasingly characterised by a seamless, dynamic quality.

Within these adaptable, flexible and interconnected spaces, the countless possibilities offered by the Alias collections on display may be appreciated at a glance.

A veritable “Alias office”, 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 the Alias office, a space where the work, meeting and lounge areas are all interconnected. 

The reception set up to welcome visitors occupies the area fronting one of the two entryways to the stand; shielded by a full-height aline structure, it uses biplane tables by Alberto Meda – proposed in new size variants – and height-adjustable atlas stools by Jasper Morrison to generate an atmosphere conducive to dialogue.

At the back, room for privacy is provided by the new eleven high back privacy designed by PearsonLloyd.

From here we move on to a lounge, where the star role is played by the okome containers and the pouf system designed by Nendo.

The work area gets pride of place within the Alias stand: the work station is equipped with a tec system table by Alfredo Häberli and slim chairs styled for the office by PearsonLloyd. For the management office, the furniture is comprised of frametable oval and rollingframe 52 by Alberto Meda, proposed with different finishing options.

Three small lounge stations, entrusted, respectively, to TT soft by Alfredo Häberli, the Gran Kobi armchair and pouf by Patrick Norguet, and PearsonLloyd’s slim lounge – each of them proposed with a different configuration of the aline system designed by Dante Bonuccelli –  surround the meeting area, where the frametable oval in its XL version is encircles by chairs from the frame 52 collection by Alberto Meda.

Beyond the display area, a display cabinet made from Bencore panels serves as a partition separating this area from the work space, which is furnished with atlas, the one-leg table by Jasper Morrison, and twig comfort plastic chairs in a coal grey version. The shelving contains a selection of the new products and items from the Alias Office catalogue, highlighting the individual features of each piece.

The “Alias Design Story Wall” illustrates the development of the design project, from the initial concept to the industrial product: a process that does not proceed linearly, as technologies, aesthetic choices and ergonomic design considerations call for ongoing reflection and frequent changes.

Thus, we start out with an analysis of slim by PearsonLloyd, from the early sketches to the fine-tuning of the pieces making up the collection, and the development and dimensional studies of the components making up the chairs.

The strategic task of selecting the technologies best suited for the development of a collection is based on a variety of performance-related, aesthetic and economic considerations.

The first project to be tackled is the slim task: having selected the weight-sensitive mechanism and having identified the characteristics of the chair, the work of the designers and the Alias team focused on the refinement of the product’s geometry and surfaces, with a view to making the structure as light as possible and thereby transform a highly complex ergonomic machine into an ultra-light, extremely elegant creation.

Then we are shown the work that went into the development of the slim conference chairs collection, three seats with different bases and different arms, in either a fabric and plastic version or an all-fabric version.

In this collection too, the most important consideration was to ensure full comfort while making the structure as slim as possible: a light silhouette and slender parts do not undermine the high degree of comfort offered by this collection of seats.

All this is narrated by displaying the development of the shells and the prototypes.

The final part of the Wall is dedicated to lounge seats: often present in the Alias collections, these seats also use very light parts, supported by sculpturally shaped bases. In this case too, ad hoc containers illustrate the design and prototyping stages of the various components.

The story of Alias design continues with a cabinet fully devoted to frame 52: the components of the new family of chairs by Alberto Meda seem to float in a transparent space. This setup makes it possible to appreciate the formal elegance of the new bases and the fine details of the product styled by the celebrated designer.

Besides the components of the design projects, the Wall hosts monitors with digital contents illustrating the various phases of development.

A “back office” space adjacent to the work area houses a cafeteria and a small operational office.

The design project for the Alias stand at Orgatec 2016 was entrusted to the Vandersande design studio: “Different forms and different materials evoke as many different cultures as they interact with one another and engage in an exchange of subtle narrations. Under the sign of the unexpected, they underscore the originality of Alias’ concept of the Office.”

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 colour shades – white, sand, aubergine –, are combined with a highly refined selection of Kvadrat® fabrics and Pelle Frau® Color System SC leather.

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

© Alias Design 2017 - P. IVA 02176720163