Furnishings transformed into sculptures that become the protagonists of a photographic narrative. This is the project “Interpreting Something Else” produced by Alias with the photographer Alecio Ferrari and Studio Testo for an installation, a creative endeavor that mixes design and art, but also irony and experimentation. Eight Alias icons by great design masters like Giandomenico Belotti, Mario Botta, Alberto Meda, Paolo Rizzatto, Riccardo Blumer and Patrick Norguet, have been reinterpreted to bring out their essence and their forms, demonstrating timeless style combined with a sustainable turn: contemporary character and novelty can also be derived from the past.
Hence the furnishings deconstructed and reassembled in an original way, like the Prima and Seconda chairs by Mario Botta, which become two sculptures, while the aluminium parts in different colors of the Bigframe chair by Alberto Meda give rise to an abstract work.
Other items become ironic everyday companions: the New Lady chair by Paolo Rizzatto appears amidst a pile of colorful garments, while the Kobi chair by Patrick Norguet becomes a shopping basket full of colorful products. The Robot model, a chest of drawers by Mario Botta, is filled with red tomatoes, bringing a touch of color to the rigor of the design.
Other icons come back to life in a subtle balancing act, suspended or resting on precarious elements, starting with the Lalaggera hide-leather chairs by Blumer, perched one atop the next, resting on a plume, all the way to the famous Spaghetti chair, with a game of PVC cording that becomes an entertaining graphic motif.
In this visual narrative, Alias illustrates the experimental side of its design approach, looking to the present with curiosity while keeping faith with the company’s history.
Photo © Alecio Ferrari
Set design by Studio Testo
