Alias presents ‘SEC-CITY. Bergamo Dialogues’

To celebrate the relaunch of the SEC collection, Alias unveils its new photographic campaign “SEC-CITY. Bergamo Dialogues”, a journey through the brand’s hometown, where design meets the memory of places. The project interprets Alfredo Häberli’s iconic modular system as an architectural language capable of interacting and dialoguing with Bergamo’s public spaces and visual codes. Between Piazza della Libertà and the Piacentiniano Centre, the beating heart of the city, each 

SEC configuration becomes an architectural element that fits into the urban fabric, evoking Häberli's 1997 illustration, in which the system was transformed into an imaginary map of the city. Today, Alias renews this story through Luca A. Caizzi’s photographic narrative, which connects and intertwines design, architecture and territorial identity: a tribute to the city and its creative spirit, in perfect balance between past and present. “We are in a very old building and we are still moved by 

the colours, proportions and materials,” says Häberli during the shoot. "It is proof that everything in design is cyclical: what has a soul comes back, back and forth through time. This is why many people today look to archive pieces. In a world dominated by technology, we seek warmth, comfort and that sense of welcome that so many designs of the past offered. For my part, I think observing is the best way to think: I observe young people and how they use things, 

I observe myself and my surroundings, drawing inspiration from everyday life. Ultimately, it is everyday use that gives objects value: what survives time is what continues to be chosen, touched and experienced." With ‘SEC-CITY. Bergamo Dialogues’, the brand reaffirms its vision of design as a tool for relationship and discovery, an invitation to look beyond form, towards that ‘Something Else’ that has always defined the essence of Alias.