Salone del Mobile.Milano 2023

From 18 to 23 of April, at Salone del Mobile 2023, Alias presents an unusual installation to discover its present and its core value, the Something Else. A booth that reflects the key value that has always been part of its multiple DNA.
Alias' ​stand devotes two thirds of the space to the presentation of its ​​product catalogue, and the remaining one third to a journey through three of the projects that have denoted its history and avant-garde spirit. The latter dedicates three rooms to LaLeggera, Spaghetti and Frame: three installations that metaphorically narrate the concepts, vocations, techniques and values ​​behind these products, representatives of the avant-garde spirit and of Alias’ Something Else. 

The first room is dedicated to Riccardo Blumer's LaLeggera, suspended between panels and dematerialized in a video that showcases the transparent chair penetrated by coloured smoke: a semi-performance that narrates the high technology of the object, winner of the 1998 Compasso d’Oro. The room dedicated to Spaghetti by Giandomenico Belotti follows, presented in a completely mirrored and dark room, occupied by hollow filaments (the so-called spaghetti) illuminated by Wood's light; at the end of the path, the Spaghetti is revealed on a pedestal in a fluorescent colour, between purple and orange, telling its strength in the elasticity of the filaments that compose it. 

Last but not least, the room dedicated to Alberto Meda's Frame, a tunnel that recalls its journey in lightness and dynamism, in the ability to start from a design idea, a shape, and transform it into various applications. In the tunnel an almost aseptic white environment, illuminated by orange lights, with several of the chair’s silhouettes on the walls and a single bench that invites us to pause and reflect on the Something Else. 
Studio Temp, in charge of the recently announced new Alias’ visual identity, developed the wayfinding and graphic attributes of the space.
Once out of the last of the three rooms dedicated to the Something Else, the remaining two-thirds of Alias’ ​​stand feature designs from the 

contemporary catalogue. The installation demonstrates the versatility of Alias’ products, therefore not presented in the canonical boundaries between the different areas of the house, such as the office, indoors and outdoors, but re-proposed harmoniously together, reflecting contemporary living in a more fluid understanding of spaces.

Salone del Mobile.Milano
Rho Fiera 
Hall 2 | Booth D18-D20