The product development approach adopted by Alias in creating
its 2021 collection draws inspiration from some of the models
already present in the company catalogue. With a view to
preserving the DNA of the brand, Alias has taken the company’s
heritage as its starting point in developing several new products.
“To preserve the philosophy of the brand, relive the salient
moments in our history, and renew the products that marked a
turning point and made a unique contribution to the history of
design means to be able to grasp the essence of what Alias has
achieved and use this understanding to project a vision of what
the future might be like. Taking projects from the past and
developing them to reflect current themes is a sustainable,
dutiful process. New ways to use space in the office and at home,
the evolution of hospitality facilities, the advent of new green
materials having a more sustainable impact, new finishes and
new fabrics, and new wood processing techniques – all these are
but some of the elements that have prompted this process of
renewal and improvement. We want to start the new year by
making it clear that the company aims to be a bold player, who
does not base its identity on the notion of an “Alias ambience”,
but rather on its capability to develop collections that are
consistent, innovative, and created by renowned international
designers”.
Andrea Sanguineti,
Alias brand manager and design director
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