IHA chats with Paolo Cravedi, Alessi’s Managing Director of North America, about the company’s approach to design. Legendary design leader Alessi introduces its most recent product lines in booth N7908 at the 2017 International Home + Housewares Show and anchors Discover Design at the front of the expo hall.
Established in 1921, Alessi continues the founders’ commitment to design excellence and the attention to quality. Alessi aims for the most advanced cultural, aesthetic, design and functional quality in mass production. The company is committed to a design approach in which the most advanced expression of international creativity is always balanced against the desires of the general public. In almost a century of history, and now managed by the third generation of the Alessi family, the company has evolved to become an international design leader and applies its expertise and excellence in design management to many different product types. The diverse collections include items designed by Michael Graves, whose line premiered in 1985 with the now- classic 9093 Kettle –adorned with the bird that sings to announce boiling water. The 9093 remains the most popular selling product in company history.
Paolo, tell us about Alessi’s perspective on investigating new concepts. Is there an approach or look that joins the functionality, form or emotional appeal of your product line?
Our objects are created by a vast number of designers coming to us from different walks of life and from every part of the world, so they differ in terms of style and look. But they all create an emotional, often surprising connection with the user, and that is what makes our catalog cohesive and whole.
How do you choose which idea to take to the next step — to product development?
Alessi has access to more than 300 designers and is constantly on the lookout for new talent. We evaluate between 600 and 1,000 projects every year. Projects are chosen based on the proprietary “Formula of Success,” a model that keeps into consideration a number of factors (price, function, communication/language, memory/imagination/emotion). And ultimately we rely on our knowledge and the instincts of our president, Alberto Alessi, for what is new and next, and on the perception of the roster of designers who collaborate with us.
How do you identify the key user audience for your products?
With a catalog of more than 2,500 objects spanning many different categories and price points, we appeal to several types of users. From the gourmet cook, to the lover of wine, to the families who appreciate a beautiful object to set on their tables, all the way to the designers, chefs and owners of fine restaurants and hoteliers.
How do new technologies, such as 3D printing, influence your product design? How do you use social media?
We are using all new technologies available, including 3D printing. As far as platforms to develop new products, we organize frequent workshops and contests around the world to stimulate young designers and find new talent.
Where are your products manufactured?
Our core production technology is cold pressing of metals and that is performed in our factory in Crusinallo, Italy. For other materials, such as glass, ceramic, wood, or plastic, we partner with manufacturers who can provide the best quality and they can be located in Italy, Europe, or Asia.
How do you see design’s importance in our industry?
Design is a differentiator, but design needs to function as well. Alessi is synonymous with design and part of the history and pride of our company.
Can you give us a preview of what you will be showing in your booth in Discover Design?
Each year we introduce two new collections–Spring/Summer and Fall/Winter, and each one consists of hundreds of new items. 2017 is no exception: we will showcase many new objects from famous designers and new talents. Among them: “Roost”, winner of the Vogue Living Australia design contest; “Forma”, the last object designed by the late Zaha Hadid; “Water Towers” by Daniel Libeskind, a celebration of the New York landscape; and a surprising rolling centerpiece, the rocking bowl called “Lovely Breeze” designed by Sakura Adachi. The Circus collection by Marcel Wanders, introduced in December 2016 but never showcased in Chicago, will also be on display.
Tell us about your previous experience with Discover Design.
Alessi’s experience at the Show is always exceptional. The Show offers us exposure to new business as well as existing relationships. It is also a great place to meet the media and bloggers. In particular, Discover Design is the best stage for our brand and products, as it highlights authentic, original design.
Thank you, Paolo, for your continued enthusiasm for our Show. Your presence in Discover Design inspires young talent and entices attendees. Looking forward to seeing your latest design directions in your booth at N7908.
See more Alessi items at www.alessi.com.
Discover Design is the premier destination at the International Home + Housewares Show for trend spotters who make design their priority. Retailers looking for the unique will find early 200 design leaders at Discover Design located at the front of the North Building.
Anchored by renowned brands such as Joseph Joseph, Blomus and Charles Viancin, Discover Design welcomes new exhibitors, such as notNeutral, Victoria Lekach, and Unplugged Goods, and introduces 10 emerging companies at the Design Debut incubator. Additional fresh offerings from veteran design-focused exhibitors such as Kikkerland, Zoku and Magisso will also inspire your choices for the coming year. Find more information on Discover Design exhibitors online.
