If we imagine a tale of innovation in Italian design, there is one name: Alberto Alessi, who has been able to constantly reinvent without losing focus: exploring the imaginary of people by ignoring prescriptive marketing research in their product development. For this video interview we travelled to the Alessi headquarters in Crusinallo near Milan where chief design manager Alberto Alessi spoke about his theory of contemporary design management, the ugliness of cars, how Philippe Stark’s lemon squeezer came to life and why the egg is the most singular object ever “designed”.

As Managing Director of Alessi Spa, Alberto Alessi has used his entrepreneurial flair to successfully explore the frontiers of design and technology. As a result, he has repositioned the company as a design leader partnering with world class designers. Deservedly, his risk management skills are sought by prominent technology and design led organizations around the world. For him, Alessi is “an experimental design factory in applied art”.

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