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Interview with the Italian design company

ALIAS celebrates 45 years with new collections

Founded in 1979 by Enrico Baleri, Marilisa Decimo, Carlo, and Francesco Forcolini, Alias emerged as a nonconformist Italian brand, renowned for its innovative and artistic designs. Its debut at Giò Marconi's Milanese art gallery underscored its commitment to creativity. Iconic products like Vico Magistretti's broomstick and Giandomenico Belotti's spaghetti chair, now in MoMA, highlight its legacy. Collaborations with design masters such as Mario Botta, Jasper Morrison, and Philippe Starck have enriched its cultural debate on living spaces. In 1983, Alias pioneered an image committee blending functionality and artistry, establishing a unique business model that remains influential.

Could you tell us about the history of the brand?
'Alias, founded in 1979 by Enrico Baleri and Marilisa Decimo with Carlo and Francesco Forcolini, emerged in Italy as a nonconformist brand intertwined with creativity. The company's debut at Giò Marconi's Milanese art gallery highlighted its commitment to innovation and design. Iconic launches included Vico Magistretti's broomstick and Giandomenico Belotti's spaghetti chair, now in MoMA. Alias collaborated with design masters like Mario Botta, Jasper Morrison, and Philippe Starck, fostering a rich cultural debate on living spaces. A pioneering 1983 image committee integrated directors, business managers, and artists, blending functionality and artistry in Alias's unique business model.'

In what markets is the brand active, and how are the market conditions right now?
'Alias is active worldwide, with a particular focus on the European markets (Germany, Switzerland, Scandinavian countries, France, Italy of course). We work with distributors for Japan, USA, Canada and South America, Korea, Australia and Middle East.'

You were recently at Salone del Mobile in Milan. How do you look back on this participation?
'The Salone del Mobile has become increasingly global and inclusive. For Alias, it represents a place of relations par excellence, where historical relationships are cultivated and new ones are born. The Salone del Mobile.Milano is the moment for Alias to present its new collections, highlighting the brand's innovation, vision and sustainable excellence.'

What products were on show? And how were they received?
'During the Salone del Mobile.Milano 2024, Alias presented new collections designed by contemporary talents, who were invited to make their own contribution to the brand's values.

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. The new collections were highly appreciated by the audience at the Salone del Mobile as they fully represent the values of Alias.'

What's in store for you now?
'We will not participate in any other big tradeshows like Salone this year: we are planning focused events with local partners. Last April we launched the new website, a new digital project that stems from the process of enhancing Alias's identity and strengthening its commercial communication.

The new digital house of Alias is part of the company's digital transformation that started in 2023. A necessary challenge in order to remain competitive in the rapidly changing market, this cross-cutting process required planning at a strategic level, implementing digital tools and technologies to make workflows more efficient. The main benefits include space and time savings, optimisation of resources, security and more effective communication.

This multi-year project involves several steps, including process automation and the integration of business tools – both current and newly introduced – through a digital innovation process aimed at spreading a modern corporate culture with more agile and streamlined working models.'

More information:
[email protected]