Alias celebrates its 45th anniversary

To mark its 45th anniversary, the historic Italian company Alias continues to explore its founding philosophy encapsulated in the poetics of “Something Else” that defines its dual nature, combining functionality and creative experimentation, towards the formation of a multifaceted DNA. For the Salone del Mobile 2024, Alias is presenting new collections by contemporary talents, who were invited to make their own contribution to the brand’s values. Founded in 1979 as a profound and ironic cultural reflection, Alias has always collaborated with great masters of Italian and international design such as Jasper Morrison, Michele de Lucchi, Alberto Meda, James Irvine, Nendo, Philippe Starck, 

Eugeni Quitllet, PearsonLloyd, Alfredo Häberli, and Sou Fujimoto, just to name a few, resulting in unique and critical contributions that nourish the cultural debate in living spaces, in residential, contract and outdoor applications. With the aim of renewing its standing in the contemporary scene, Alias started a rebranding process last year through a new visual identity, which is continuing with the launch of the website at this edition of the Salone del Mobile. The brand’s new look highlights Alias’ underlying experimental approach, its pioneering ideals and its multifaceted identity. The company is once again seeking interdisciplinary synergy with a collective of designers, technicians

and graphic designers. This collective continues to guide Alias towards the definition of a new language. Starting with artistic expressions, experimenting with technological innovations and rewriting the fundamentals of design culture through design thinking, Alias embraces this approach as a fundamental value of contemporary life. For the Salone del Mobile, the stand design includes an unusual and dynamic approach that focuses on the technical value of the project, the object and its creator’s vision: a careful rediscovery of details to better understand the value of objects that accompany everyday life. Among the four new projects, the Nastro collection of lift-up

tables and the Lira chair mark the new collaboration between Alias and the Norwegian designer Daniel Rybakken; the Swiss designer Alfredo Häberli signs the Time seating collection, and the French designer Patrick Norguet the Savoy coffee tables. In addition to new products, Alias introduces new colours and finishes on pieces from Laleggera collection by Riccardo Blumer and Taormina collection by Alfredo Häberli. These proposals confirm the brand’s ability to renew itself and bring iconic products up to date as much as new creations, continuing to position itself as one of the most avant-garde brands on the design scene.