History
Phase 1 / 1979 Birth and provocation
Poster “Spaghetti” illustration by Erik Rasmussen, 1983
Spaghetti gemini exhibition, Bergamo, 1986
Alias Circus. Ph. Carlo Orsi, 1988 - Tonda, designed by Mario Botta (out of catalogue)
Alias was founded in 1979 by Enrico Baleri and Marilisa Decimo with Carlo and Francesco Forcolini.
From the very beginning, the founders put the spotlight on exploration in design and experimentation with new materials. Design admirers all over Europe immediately recognized this value and showed appreciation.
The first projects were Broomstick, the series designed by Vico Magistretti, and the Spaghetti Chair by Giandomenico Belotti.
Alias is a creative force, an experimentation laboratory, and a workshop for young designers such as Mario Botta, Paolo Rizzatto and Alberto Meda, free to express their approach.
Phase 2 / 1993 Maturity
Alias Salone del Mobile di Milano, Ph. FG Foto, 1996
Alias advertising campaign, Ph. Aldo Buscalferri, 1999
Alias Salone del Mobile di Milano, Ph. FG Foto, 2003
Alias presented to the market successful products, including Alberto Meda's Highframe chair and Riccardo Blumer's Laleggera.
Collaborations with new designers Jasper Morrison, Alfredo Häberli and Michele De Lucchi, began under the direction of architect Renato Stauffacher. The company grew strong in the international market, and the brand became well-known all over the world. In 1998, Laleggera chair won the prestigious Compasso d'Oro ADI prize; Honourable Mention for the Highframe and Longframe by Alberto Meda.
Phase 3 / 2005 Growth
Setes, designed by Alberto Meda, 2006, Ph. Riccardo Bianchi
Salone del Mobile di Milano 2007, Ph. Luca Tamburlini
Laleggera-Ilvolo collection, designed by Riccardo Blumer, Ph. Luca Tamburlini, 2007
“MezzoTerra MezzoMare - I mediterranei. Sedie Love Difference” exhibition, Triennale Milano, 2009, Ph. Stefano Guindani
Project by Michelangelo Pistoletto - Juan E. Sandoval“Design in the city” exhibition, Milano, 2009
Alias, acquired by Cassina in 2001, joined the Poltrona Frau Group.
The brand's focus shifted to office and outdoor.
The Norma office chair by Michele De Lucchi and the outdoor collections Teak by Alberto Meda and Dehors by Michele De Lucchi launched. Collaborations with Philippe Starck and Eugeni Quitllet started. Distribution went global.
Phase 4 / 2010 Back Home
Salone del Mobile di Milano 2011
Compasso d’Oro ADI - Menzione d’onore 2014“Alias meets Pio Manzù” Exhibition, Milano, Ph. Angelo Parsani, 2011
“Sette alla Seconda”, Mario Botta’s performance, Milano, 2013
“Feel it” advertising campaign, by Lorenzo Butti, Ph. Maurizio Cavallasca, 2013
To preserve its identity and ties with the territory, Alias returned to independence and planned a substantial growth programme: the development of new collections with new designers, including PearsonLloyd, Patrick Norguet, Nendo and Ron GIlad, excellent actors in the international contemporary design scene.
Awards included the Compasso d'Oro ADI for Teak table by Alberto Meda (2011), Compasso d'Oro ADI Honourable Mentions 2014 for the Elle seat by Eugeni Quitllet and the Salone del Mobile 2011 stand.
Phase 5 / 2016 Know-how
“Seconda chair Caran’d Ache limited edition”, exhibition, Milan design Week, 2016
Outdoor campaign 2017, stylist & set up Vandersande, Ph. Beppe Brancato
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Under the guidance of Beat Zaugg, Alias regained its corporate autonomy and pursued its own and its team's commitment to research and innovation, a strong point from the outset. New collaborations came to life with international designers, including Atelier Oï, Ludovica and Roberto Palomba. The collections of upholstered furniture systems expanded, ideal for home and office sectors. Alias won multiple awards, including the German Brand Award in 2019, the RedDot Award for the projects Time (Alfredo Häberli, 2020), E la nave va (Atelier Oï, 2021) and Frametable Outdoor (Alberto Meda, 2022).
Phase 6 / 2023 Something Else
Alias Something Else visual research, Studio Temp, 2023
Alias Something Else campaign, Ph. Alberto Strada, 2023
Alias Something Else, Salone del Mobile 2023, Ph. Alberto Strada, 2023
Alias’ stand Salone del Mobile 2023, Ph. Alberto Strada, 2023
A re-branding phase initiated and saw the rediscovery of "Something Else", a core value that has always described the dual nature of Alias, between functionality and creative experimentation, towards a multiform DNA.