Milan Design Week 2025
The exhibition of Alias at Fondazione Matalon
On the occasion of the Milan Design Week 2025, the legendary Italian company Alias pursues its design research in line with "Something Else". The brand chooses the Fuorisalone to present its new collections, the result of collaborations with legendary designers. Within the spaces of Fondazione Matalon, a cultural and artistic centre in the heart of Milan, established in 2000 by Luciana Matalon, Alias hosts an exhibition that showcases the new creations of Mario Botta, Paolo Rizzatto, Riccardo Blumer, Patrick Norguet and Daniel Rybakken. Functionality, experimentation
and research merge to express the values that define the heterogeneous DNA of Alias. The 2025 exhibition concept is conceived as a sequence of environments to be experienced and explored, in which the products are made accessible in a real setting, which emphasises their function, while at the same time enhancing their aesthetic properties in terms of shape and material. The exhibition is arranged throughout the Fondazione Matalon around four sequential areas, guiding the visitor on a discovery journey where they delve into both the innovative features and the iconic,
legendary products of the brand, seamlessly engaging in a symbiotic interchange. Starting with the display window, dedicated to the living room, the spaces unfold sequentially through a series of environments that simulate different living spaces, ranging from the dining room to the office. The new products are incorporated into a cohesive ensemble that embodies the essence of contemporary living with a fluid vision of spaces, a tribute to design versatility, consistent with the values of Alias, a synthesis of tradition and innovation in the interpretation of different lifestyles.
The styling project is enhanced by the collaboration with Fondazione Matalon, which provided a curated selection of artworks by Luciana Matalon. A red thread that ties in with the permanent exhibition, in which the brand has installed the historical icons of its heritage, creating a harmonious dialogue between art and design.
