Alberto Alessi was in London last week to give a unique presentation about his company entitled ALESSI Made in Crusinallo. The Beauty and the Mastery. It was a retrospective view into the history of Alessi and a real insight into the birth and evolution the brand DNA.
One of the main points that came through strongly was the idea of the company as a “Research Lab in the Applied Arts” approach. The massive challenge that the established consumer brands have today is how to stay relevant. For a company like Alessi, which is design led and has a huge range of products this is especially difficult.
The concept of ‘Italian Design Factories’ was born in the 1950’s. Today Alessi has a massive number of more the 300 architects and designers. To keep track with the changing consumer expectations Alessi has developed an approach that involves continues mediation between the industrial and intellectual processes. Risk taking is vital in this “Borderline Theory” that Alessi applies. The company has developed different formulas for success tools, in order to operate in between what is possible and not possible.