Alias presents the perfect match between creativity and technological research at the 3daysofdesign event in Copenhagen

“Time”, the armchair designed for Alias by Alfredo Häberli, will be on display in the residence of the Italian Ambassador in Denmark from 3 to 5 September 2020. 

The excellence of Italian design by the Alias brand gets the lead role in Copenhagen at 3daysofdesign, Denmark’s annual design event, where exhibitors from all over the world showcase their furniture, lightening and interior design products.  Exhibitions and installations will be hosted at various locations around the city, presenting brands selected especially for this occasion. Sustainability and circular economy are two of themes addressed at the 2020 edition of the event. 
The residence of the Italian Ambassador in Denmark will open its doors to high-end Italian design, with “The Masters of Beauty”, an exhibition organised by the Italian Chamber of Commerce in Denmark, which will provide insight into the very essence of design as specified by the “I.T.A.L.Y” (Innovation, Territory, Artisan craftsmanship, Luxury and Youth) model.  Creativity and technological research, the two pillars that have always characterised the design experience of the company since its foundation in 1979, are narrated in these wonderful spaces through a single, extraordinary piece, the “time” armchair designed by Alfredo Häberli.
The ancient craft of origami, the art that transforms paper into a variety of shapes by folding and sculpting it, provided the inspiration for Time, the armchair designed by Alfredo Häberli for Alias. The basic principle of this project, in fact, is the transformation of a simple two-dimensional sheet into a three-dimensional shell.  Time was born of the gesture that the designer makes in giving shape to a shell characterised by great stylistic balance and unique ergonomic characteristics. The die-cutting process performed on the sheet, which consists of a sandwich of wood and composites, enables the parts to be fitted together seamlessly, and creates a highly ergonomic, enveloping design.  Flexible and sturdy, thanks to the leading-edge technologies borrowed from snowboard manufacturing, the shell is supported by a slim metal frame. A cushion, rested on the seat for enhanced comfort, does not alter the well-thought-out ergonomic features of the armchair.  With Time, Häberli experimented with the latest manufacturing techniques and found in Alias the ideal partner to give voice to a new, contemporary language, whereby highly innovative contents can coexist with a strong human component.

September 3rd: 10.00-18.00
September 4th: 10.00-16.00
September 5th: 10.00-14.00

Residence of the Italian Ambassador in Denmark
Fredericiagade 2,
1310 Copenhagen