Interpreting Something Else

Art director and multidisciplinary storyteller, Simone Lorusso signs for Alias ‘The Kindness series’, the project ‘Interpreting Something Else’ with which he pays homage to B-kini, the chair designed by Paolo Rizzatto and presented at Fuorisalone 2025. Using collage as a narrative tool, Lorusso has developed a soft and minimal proposal, creating a highly contemporary narrative. The Kindness series project stems from reflection on a world marked by conflicts and divisions; an act of kindness becomes not only meaningful, but necessary: a moment to stop, reflect, reconnect and show respect for nature and the spaces around us. "Give me a chair and a view of these places, and I will be the happiest of individuals. The B-kini chair, both for its playful yet 

purposeful name and its soft, flowing lines, evokes the gentle rhythm of late summer life. The “Kindness” series channels the minimalist and essentialist spirit that defines Alias." The author explains. Thus, with a few layered elements, Simone Lorusso captures the essence of the natural world. Only soft shapes and warm tones create a poetic atmosphere, delicately punctuated by the subtle human presence, which give a sense of balance to the compositions. His approach moves fluidly between art, design and visual communication, with the aim of constructing languages that do not merely narrate, but question what is taken for granted, opening up spaces for new conversations. The Kindness series is part of a practice rooted in cultural research and observation, in which visual

narrative becomes a tool for deconstructing, reconstructing and reformulating the real. The Interpreting Something Else project continues the path begun by Alias in 2023 in the formulation of a communication using an unprecedented and experimental language. Looking at the present with curiosity and setting out to discover interesting creative interpretations, Alias has involved a heterogeneous team capable of working on new visual gestures. Interpreting Something Else pays tribute to the history of Alias and its collections through an unprecedented photographic narrative that sees a selection of products told through the lenses of contemporary talents. The seats come into contact with different personalities, invited to contextualise or decontextualise the elements with expressive freedom, giving shape to unique projects. The products become the protagonists 

of narratives that revisit their essence and enhance their forms in an unexpected interpretation. Immortalised by different talents (including Luca Caizzi, Ambra Crociani, Louis De Belle, Alecio Ferrari, Stefano Galuzzi, Mattia Parodi, Delfino Sisto Legnani, De Pasquale - Maffini) these visual stories highlight the concept of Something Else, in the representation of the different products. The creative process reappropriates the historical and contemporary pieces that have marked the brand's history in a new and daring way. Each product becomes the protagonist of a new interpretation, transforming itself into an installation, a sculpture or an abstract graphic design. The result is artistic shots that capture recognisable details and narrate the identity of Alias projected towards the future, in a constant dialogue between memory and innovation.