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Alias: 2020 in five words

| Designbest editorial staff

Born in Turin on April 17th, 1972, Andrea Sanguineti graduated in architecture at the Politecnico di Torino. He worked with Carlotta de Bevilacqua in Artemide in Strategic Design Direction, participating in the definition of corporate image and in product development. In 2005 he joined the Gruppo Poltrona Frau as brand marketing director for Alias. In 2010 he became a partner in Alias, participating in a management buyout. Since 2015, he has been the brand manager of Alias. Under his direction Alias has launched new collections developed in collaboration with the best international designers including Alberto Meda, Alfredo Häberli, Sou Fujimoto, Atelier Oi, and Roberto Palomba. Alias’ Ambassador in Altagamma, he participates in workshops with Bocconi, IED, Domus Academy as a speaker.

Andrea Sanguineti atells Designbest about the five keywords for Alias in 2020:  

LIGHTNESS

“Formal and visual lightness characterizes Alias products, which have an extremely austere design with sophisticated details. All of them come from a unique formula that sets the brand apart and is based on the constant work carried out by the company in the development of design and creative research, product quality, material innovation and production technologies.”

TRASVERSALITY

“Alias designer pieces, thanks to their cross-over use, often have a great propensity for the contract sector—an area of use that in its various aspects has demonstrated itself to be quite suited to this increasingly larger, coherent and homogenous catalog of products. Even when Alias collections leave the intimacy of domestic spaces, they reaffirm the natural ease with which they furnish every public or private, large or small, interior or exterior space.”

INNOVATION

“The skilled use of materials is how we approach the design of the product. Less materials means a more ecological. By faithfully interpreting the brand’s identity, the new releases in 2020 reveal research and experimentation that has brought the company to develop innovative, technological and visibly light collections.”

PROMOTION

“In the view of preserving the company’s DNA and the sustainable development of new products, our choices are moving to the intelligent reuse of the company’s heritage. Preserving the brand’s philosophy, revisiting the main historical vestiges that have characterized it and the products that have marked a transformation and uniqueness in the history of design means being able to analyze in depth that which Alias was and will be in the future. Recovering the interesting projects and developing them with regards to important new themes and new ways of using office, home and hospitality spaces.”

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