April 4, 2017

Salone del Mobile 2017

The Alias Stand

Created to accompany Alias at the upcoming design exhibitions, the stand embodies an innovative architectural concept, designed to play a decisive role in the company's communication strategy by giving tangible form to the spirit and the deepest values of the brand.

Conceived within the framework of a highly ambitious development plan encompassing products, communication and the sales network, the stand designed by architects Renato Stauffacher and Andrea Sanguineti 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), overcoming 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 to achieve optimal results in terms of aesthetics and sustainability.

The project contemplates a self-supporting structure, which is solid but visually light, into which different panels may be inserted to serve as fillers and communication elements, forming a skin that will take on different characteristics case-by-case. Thus, the aesthetic impact of the stand is entrusted to the essence of its construction materials and the way in which they are combined.

Basically, Alias booth 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 create a technological cage in which the differently coloured panels in various materials, whether unfinished or printed, may be positioned.

Perimetral 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 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 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 large loft: walking through this structure, where the products on display can be viewed from all angles, visitors feel immersed in the “Alias home”, a place where they can breathe the DNA of the brand and fully grasp its technological personality and uniqueness. 

In its orthogonal geometry, solidity and lightness, concreteness and abstraction are seamlessly intertwined thanks to a well thought-out use of space from the aesthetic and architectural standpoints.

With its new booth, 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.

At the 2017 edition of the Milan Furniture fair, an industrial architecture loft becomes the home of Alias brand, where visitors can roam freely, exploring the collections on display.

The installation encourages you to examine and get to know the products making their debut within a space organised into different areas, some of them characterised by a domestic atmosphere, others by a more abstract quality.

In the centre of the stand, a large living area gives pride of place to okome, the padded furniture collection by studio Nendo, the gran kobi armchair with ottoman by Patrick Norguet, and the slim lounge seats by PearsonLloyd, flanked by Alberto Meda's biplane tables.

The household environment is recreated in two areas at opposite ends of the booth: one uses the hiwood table by Gabriele and Oscar Buratti, presented with two sets of seats: kobi by Patrick Norguet and elle soft by Eugeni Quitllet; facing this, the time chaise longues styled by Alfredo Haeberli share the limelight with tables from the flow bowl collection by Nendo and the bookchair bookcase by Sou Fujimoto.

The other area houses the tavolo zero tables styled by Ron Gilad, surrounded by chairs from the twig comfort and the taormina wood collections, designed by studio Nendo and Alfredo Haeberli, respectively, accompanied by elements from the cabinet zero system of containers, also by Gilad.

At the back, a home-office area is furnished with table frametable oval, a rollingframe 52 chair in the soft variant by Alberto Meda, and cabinet zero by Ron Gilad, as well as a small lounge zone with a slim armchair accompanied by a new ottoman by PearsonLloyd.

Great visibility is given to the outdoor area, which is part of the exhibition space. In this area, the leading actors are the frame soft lounge chairs by Alberto Meda, in their longframe and armframe variants, the gran kobi armchair by Patrick Norguet with its new finishes for outdoor use, and the dehors sofa designed by Michele De Lucchi, proposed here in a new version upholstered by Creation Baumann.

The reception zone where visitors are welcomed is furnished with a generously sized TEC table, rollingframe 52 chairs, and the aline container system by Dante Bonuccelli. Situated between the two entrances to the exhibition area, it generates an atmosphere conducive to dialogue with the visitors.

Across from this zone, beyond the display area and a partition wall made of Bencore panels, we find a work zone equipped with the one-leg atlas tables by Jasper Morrison and the new kobi stools designed by Patrick Norguet. On the side of the meeting area, products featuring new finishes are showcased on shelves.

The “back office” is built into the rear wall: a visually light environment, housing the cafeteria and small operational office.

Alexandra Vandersande's design studio was entrusted with the styling project: modern elements, antique pieces, art objects and objects of daily use intermingle freely, without obeying any clear-cut rules.

A selection of carpets adds a touch of refinement to the environment.

The styling elements are essential, their purpose being to exalt the role of forms and colours by means of abstract elements. No attempt is made to recreate a true-to-life household environment, as the aim is to enrich the product narrative through few elements carefully selected to underscore its character and uniqueness.

Colour plays a star role too, thanks to the wealth of suggestive finishes that enhance the design of the various collections: black- and sand-coloured structures feature a refined selection of Kvadrat® fabrics and Pelle Frau® Color System SC leathers.

This installation effectively recounts the experience of research and experimentation that 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